Hands on wood.

The HOMAG campaign for craftsmanship.


Schindler Parent > Cases > HOMAG tradesman campaign

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.

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.
More information is available from:

Michael Meier

Managing Director