"It has been a rewarding challenge for us, but it is a challenge at the end of the day because the average consumers still think of the mass channel as the place for all of their outdoor power equipment needs," says Jiannas. "We really have seen positive results when we spend the energy and money to reach out to the consumer and say, 'Hey, there is an alternative. There is a better choice with your Stihl dealer.'"
In addition to connecting with the homeowner customer base through their marketing, Jiannas plans to assess Stihl marketing efforts to be sure they are in line with the changing market and company goals. The ideal result would be continuously improving the effectiveness of the marketing efforts and maximizing the ROI of every marketing dollar.
"I hope to review and refine our advertising spending by looking at each line item and making sure we remain relevant in today's ever-changing marketplace," says Jiannas. "The marketplace is changing at an accelerated pace, so I'm challenging our team to ensure that our media mix is optimal and that our messaging continues to resonate with our target audience. Those are key questions that I will ask myself all the time."
One of the first objectives on Jiannas' list is to keep developing relationships with, and supporting, the people that he works with at Stihl. Those relationships are what give him the confidence that they have the resources and ability to get their message out there in front of dealers and consumers.
"From the inside out, we really have a unique story to tell," says Jiannas. "So my job and my challenge is educating the American consumer that we have a good product to offer, come check us out."