Increasing value perception

The Challenge

Educating the consumer

Kärcher Professional had been experiencing increased competition in the pressure washer marketplace. As market leader, Kärcher had a higher price point and there was little perceived difference in the product benefits.

The Solution

Multi-channel touch points

BWP developed a multiple touchpoint education campaign, highlighting to the dealer network and end users, why the Kärcher solution including after sales and service was superior. The HD/HDS campaign utilised PR, social media, printed collateral, website, POS and trade shows to communicate the product benefits.

Test

The Impact

Spiking sales

The campaign increased awareness and understanding across both the dealer network and end users, and saw immediate sales spikes.