HOW TO WRITE A STRATEGY PLAN - EXAMPLE STIHL
A lot of people often miss the consumer problem and they overlook that. And just start talking about the solution, why the solution is so good. And the great thing about both of your decks is you’re talking about the problem.
We don’t often get a chance to see strategy work and hear strategy feedback from others, but today that’s exactly what we’re going to do. I’m here with Tyler Koke. Who’s a Planning Dirty Academy member. And he’s done the strategy fundamentals. And on top of that, I’ve asked him to go out and retrofit the campaign and try to understand the strategy behind it. And he’s done exactly that. So let’s get into it and see his work that he’s retrofitted for the brand Stihl in Australia for one of their campaigns. Tyler.
All right. Thank you, Julian. Like Julian said, this is a strategy retrofit for Stihl, for their get real, get outside campaign originally produced by TBWA Melbourne. So initially after reviewing the creative, one of the things that was super apparent is that this campaign was meant to increase the potential market for outdoor power equipment. Stihl has a legacy brand.
They do chainsaws, leaf blowers, pressure, washers, lawnmowers, all that stuff. What this campaign was asked to do was identifying potential markets that weren’t buying any outdoor power equipment, and then spreading those, those markets into action to go and get Stihl products. Looking at the research and trying to identify key audiences.
One of the first things we realized. We weren’t going after people who traditionally use power equipment, think gardeners, landscapers, farmers, lumberjacks. We were going after people who didn’t use power equipment for professional things, they were using them for leisure purposes. So adults who owned homes and needed to use power equipment to maintain their backyards.
While we found looking into how people go about maintaining their backyards from the American time use survey in 2011, and this is 2011, this older campaign. Only 9.1% of Americans engaged in some form of lung care management. That is way less than the PE the amount of Americans who actually have a lawn to take care of.
So people were just kind of neglecting their lawns. Why is that? The same American time use survey found that Americans were just spending more time indoors. They didn’t necessarily need to use their lawns. People were playing video games, watching TV, browsing, social media. That was super big around 2011 and a surgeon explode. TV alone, accounted for an average of 2.5, four hours of leisure time per day.
That’s a lot of your day. So you’re probably not going to be spending a lot of time outside. If you’re watching, you know, two and a half hours of television every day, what we need to figure out is how do we get these new leads? Tech obsessed adults and homeowners off the boot tube and into the backyards.
The insight that we uncovered after looking at kind of all the cultural research is that people choose the ease of spending time in the digital world, over the real thing. Then complain when the digital world is unrealistic. So people like to go digital because it’s easier than maintaining your lawn.
Maintaining your lawn, it’s time-consuming nobody wants to do it. You know, if your line’s a mess, you don’t want to go outside and use it. At the same time, people have a love, hate relationship with technology. It’s easy, but it’s not as good as the real thing. It’s not as immersive of glitches and, you know, poor graphics as it’s completely limited.
And you know, people are trying to fix that by going into things like VR and to create more immersive experiences. But it’s never going to live up to the real thing. And people know that there’s a super keen awareness that, you know, technology does not stack up to real life. Real life is always going to be better.
So we had to convince people that real life is worth the effort. And by having your backyard by taking care of your backyard, you’re going to have a place that’s free from all that stuff. So if we get into the brief or the strategy, here’s some of the insights that we can cover. Just walking through this again.
For the consumer, it’s you prefer the ease of going virtual of the hard work that comes with maintaining your work. Nobody wants to take care of the yard. It’s too much work. Culture. People are aware of problems with digital entertainment, and that is not as good as the real thing. God, they’re complaining about glitches, bad graphics.
This isn’t as good as real life. How can it be better? And then, so for the brand insight is when we’re stacking up Stihl specifically against its category competitors Stihl doesn’t focus on, you know, making the biggest and baddest chain saws for cutting down big trees are making eco-friendly, uh, outdoor power tools.
They want something that’s really easy for people to use and want taking care of your backyard to be easy. That’s what Stihl designs the products within mind. So the strategic thought, when you bring that all together, it is a Stihl a little bit of elbow grease. Can have you enjoy your backyard, its full potential instead of the limited potential digital ones.
Going on to the good who to buy brief, we have get homeowners, homeowners, and tech enthusiasts. The people stuck inside who are having immersive Hangouts, ruined by bad graphics and unrealistic glitches to see their yard is something I’ve taken care of by showing them backyards of the original place to hang free from everything that makes them sad face about the digital world.
And then the creative, we have three really nice pieces of print creative. This one says wireless hotspot. It’s a picture of barbecue. Get real. Look it outside. That’s the campaign name. 21 trillion inch color display, TVs, never going to get that good of color display. Get real, get outside. And then we have the original PlayStation. You have a swing set, you know, sitting in the backyard. Three really, really clever pieces of creative.
Here’s the video.
Great another really nice succinct presentation there, Tyler. I’ve got a couple of notes for you here that I think could help. When, if you go back to the very first slide from the challenge into the research, what I would suggest you do is you’ve got one point that you bring up later, which is the ease of use.
I’d love to hear that earlier on, because you brought it up in the brand piece, but you don’t say it back here. And the second thing is, is you actually spend the second slide talking about the target audience as well. I think you should try to see if you can bring the target audience piece into this first slide, because what we want is the challenge to kind of be there.
So the business problem, and then we’ve got the consumers in there as well. If we go into the second slide the research. Here, I kind of felt like you, you’re kind of getting towards the right piece there, but it, it feels like it was just one step off. Like, I want to know a little bit more about the immersive effect and why is that so valuable?
Like why is that more valuable? Because I kind of felt that with the actual strategy and this could be to be honest, this could be down to the actual creative work. This might be kind of where it’s limiting, be kind of want to know why is the backyard better? Like, I kind of want to hear it a little bit more and go on a little bit more detail of, that’s why I’ve got to look after the backyard because, Oh my God, it’s all of these things.
And because it sounded like Stihl that the backyard, like I. You hadn’t changed my perception that the backyard was harder. It was like all for more elbow grease where you’re coming up against things that are so simple. So that is kind of where I just kind of felt like I just needed to hear a little bit more about why that experience was so valuable.
And then I think Stihl is being the easiest way to get to that solution makes complete sense. But that was just the one place that I felt like there could be a bit more tightening up there in that. That pace. But again, what I’d say is really well written. If you actually like reading through what you’ve got there, on the words on the slide are amazing.
I try to shorten it up again, try to really get into those short, sharp dot points, especially in the challenge. You’ve got to tell a lot of information, but maybe we can say, you know. You can say it in one sentence stills, usually for outdoor pros, but we need to increase, share. We need to go after the average home enthusiasts who is only 9%, and then here you just.
Getting more into the consumer problem. The thing that I also love about yours is you’re very clear. A lot of people often miss the consumer problem, and I overlooked that and just start talking about the solution, why the solution is so good. And the great thing about both of your decks is you’re talking about the problem.
You’ve really. Spent a lot of time to really illustrate what that is. And that is the job of the strategist is really to uncover that consumer problem. So I think you’ve got great, great, great pieces there. So again, great work and thank you so much for sharing these decks with us as well.
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