Stanley and small contractors: they’re made for each other. In order to get to know this important group of customers even better and build a solid relationship, Stanley Works Benelux called on Mia, who worked out an interactive approach.

Off- and on-line
First of all a mailing was sent out to 17,000 small contractors (1 to 5 employees) in Belgium. Each e-mail contained a unique personal code. The message: go to www.winmetstanley.be (www.gagnezavecstanley.be), answer a few questions and have the chance to win one of the ten mobile tool chests with three mini-kegs of Maes inside. These questions focused on the contractor’s profile, where they purchase their Stanley equipment, what they think about it… things that are very good to know.

In the first week there were already a good 700 responses. Which isn’t bad when you think that small building contractors are usually very busy. We will only be able to evaluate all the responses and analyse the campaign in depth after the campaign is over, at the end of October. But it’s already clear that small contractors enjoyed this Stanley competition … just like a nice cold Maes on tap.