Hands on wood.

The HOMAG campaign for craftsmanship.

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Schindler Parent > Cases > HOMAG tradesman campaign

TASK
STRATEGY
TEAM
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.

Johannes

Johannes Kretz
Group Head Art
2004

David

David Bumiller
Text
2015

Michael

Michael Meier
Managing Director
Consulting
1989

Maren

Maren Ottemeier
Project Management
2019

Knock on wood.

Ambitious sales goals were set for the kick-off of the campaign at LIGNA and were then ultimately surpassed. We are happy to have played a part in this. And even more excited to be taking on more campaigns soon.
BROCHURE ISSUE ONE
More information is available from:
Maren Ottemeier
Project Management
maren.ottemeier (at) schindlerparent.de