As one of the world’s leading manufacturers of woodworking machinery and equipment, HOMAG caters to the industrial and trade sectors from its home base in the Black Forest. Changes to processes in sales and service as well as digitalisation, however, led to carpenters and joiners feeling increasingly disconnected. We were brought on board to turn things around with a comprehensive customer survey and a campaign developed based on the results of this survey.
Both HOMAG and the target group know that not everything was perfect in the past. So, right from the get-go, we dealt with this reality head on with the slogan “Hands on wood”. HOMAG realised what craftsmanship is all about and is reconnecting and gaining back its key target group. With its own SME newspaper, special ads at the most important trade fair LIGNA, design elements for carpenters and, of course, tailor-made products.
