IT'S TIME FOR INNOVATIVE MARKETING IDEAS - INBETWEEN ...
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Case Study Great Tool for Outstanding Products
It‘s Time for Innovative Marketing Ideas
Festool, headquartered in Wendlingen am Neckar, manufactures electronic power and air tools and their credo is develo-
ping tools that meet the highest demands. To regularly provide country-specific product line publications to their internati-
onal market, which encompasses more than 47 countries, the Marketing Department relies on the automation and creativi-
ty provided by the InBetween Publication Wizard.
Festool enjoys an excellent reputati- presented – a reference to the Festool individual pages, since each Product
on amongst craftsmen, both at home tools used in the projects is always sup- Manager is responsible for different
and abroad. A broad product range of plied. The portfolio is rounded off with core competencies such as „surface
special tools for carpenters, timber en- a likewise separately created product processing,“ „milling and drilling,“ „suc-
gineers, painters, car painters and pro- catalogue for the automotive industry, tion,“ etc.
ducts used in renovating, leaves prac- featuring highly professional solutions
tically nothing left to desire. Whereas specially designed for auto body pain- Therefore, high automation was not the
proven tools have constituted an inte- ting shops. answer, but rather a tool which on the
gral part of the product line for many one hand enabled cooperating across
years, Festool also focuses on develop-
ment. Novelties truly are novelties in
the industry.
A recent survey carried out by Festool“s
Marketing Department in the German-
speaking region brought it to light: The
product catalogue is and remains the
primary information medium for retai-
lers and end customers. Following this
more than explicit vote, the question as
to whether the printed catalogue would
continue to play a central role in market
communication in the future, had been
answered. The only remaining question
was „how to go about it?“
Professional tools also strive towards
a prominent place in the media. To
strengthen the Festool brand, all tools
for craftsmen are compiled in a cata-
logue exceeding more than 400 pages.
Large-scale product presentations Based on the positive experience departments and permitting as much
are alternated with detailed images, gained by generating a price list, which creative design as necessary; and si-
technical information and examples thanks to InBetween, has been automa- multaneously as much automation
of use. Suitable system accessories tically produced since 2006, as of 2011, as possible. The entirely web-based
supplement the core product pages. the high-quality product catalogues for InBetween Solution, with its practical
Additionally, approximately 200 pages the three central business domains/ combination of defined fields, template
comprise the painter product line and divisions were to at least be generated specifications for different product pre-
are targeted to this occupational group. for the greater part from the database sentations, as well as completely neu-
Apart from all typical merchandise and at the push of a button. An essential tral free fields corresponded the best to
devices, selected renovation projects requirement: It should still be possi- the planned mode of operation.
from various maintenance groups are ble to specifically select products for
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Case Study Great Tool for Outstanding Products
The InBetween Publication Wizard was Via the „Update Language“ function, however, print costs are reduced due
considerably influenced by Festool‘s the German catalogues can now be to target group-specific communica-
ideas during the further development quickly generated in all the important tion and the connected lower number
process to InBetween‘s standard mo- languages of the key markets. In the of editions. Print costs thus play a sub-
dule. Festool‘s catalogue team is pro- meantime, Festool is able to provide 29 ordinate role. Furthermore, due to ho-
vided with a variety of page designs via versions featuring country-specific pu- mogeneous product lines on the mar-
the Web browser, for which they can blications in 19 languages, rather than kets, Festool can make full use of the
select products and images from their the original four countries. The com- potential of a black imprint film when
own product group, thanks to being pany now has a much stronger country printing. When taking the ROI into con-
coupled to the underlying PIM system. presence, and can now actually access sideration in relation to the investment
The catalogue thus retains its unique markets which would have been extre- in an integrated PIM and database pu-
character, but is compiled many times mely difficult to accomplish without the blishing solution, the greatly reduced
faster than would be the case when respective language versions. manual effort carries the most weight.
manually designed. Since the mode of In addition to the highly automated The investment has already paid off by
operation is very intuitive, no staff trai- price lists and semi-automated pro- this alone. The extra time can now be
ning was necessary. duct catalogues, Festool also uses the put to much better use for the truly rele-
InBetween Dynamic Publishing soft- vant subjects, such as compiling high-
Festool not only distributes their pro- ware to create other multi-language quality contents.
fessional tools in the German-speaking documents: data sheets, labels and
region, but also has an export quota of the so-called product pass – a type of Establishing an integrated process
76 %. The company is present in a total product data sheet containing all rele- chain has a further positive effect: The
of 47 countries, of which they have their vant technical information, a product master data quality has been consi-
own subsidiaries in 18 of them. Corre- image and the corresponding barcode derably improved, and that in turn re-
sponding language variants of the pu- and merchandise head card. As the de- sults in practically all documents gene-
blications are therefore indispensable, gree of automation is already 85 – 95%, rated being error-free.
and were the next great challenge for Festool no longer requires agency ser-
the marketing responsible. Entspre- vices for finishing.
chende Sprachvarianten der Publikati-
onen sind daher unerlässlich und wa- Whereas on the one hand update cycles
ren die nächste große Herausforderung for print materials are shorter, quality
für die Marketing-Verantwortlichen. demands increase. At the same time,
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Case Study Great Tool for Outstanding Products
Interview You place great value in
very high-quality catalo-
Specialized and highly professional gues. Do you now have
tools are in demand, both at home and to make compromises in
abroad. For Daniel Baumeister and Elke the design due to an au-
Schepp, both Communication Mana- tomated generation?
gers at Festool, the key to success is
an integrated and professional solution Unlike our price lists,
for data management and outputting in we did not automated
different channels, including printing in the product catalogues
all target market languages. by 85 - 90%. That is not
the objective. We have
How do you visualize the development already achieved such
of the print medium as part of your me- a gain in efficiency just
dia landscape? by the semi-automation
and the very high degree
Our periodic worldwide customer sur- of automation of further
veys distinctly indicate one thing: For communication mate-
specialized dealers and end customers rials that we now have
– and they are essentially our commu- time to develop and im-
nicative target group – print catalogues plement segment-spe-
are still the most important means of cific ideas. The painter
sales. Therefore, alongside online por- and automotive catalo-
tals, Web specials and videos, we will gues are such examples.
continue to place great value in our
high-quality product catalogues. Print
will never die out. Are there any further innovative ap-
proaches you would like to put into
practice, thanks to the efficiency
gained?
We think that communication can de-
Project Highlights finitely be further customized and seg-
ment-specific – both in print and online
• InBetween Publication Wizard enables an optimal relation of creative
- and that PIM-driven, automated publi-
design and the use of automation potential.
shing processes will play an important
• Thanks to a 85 – 95% degree of automation, agency services for role. The larger a business grows, the
finishing data sheets, labels and product data sheets are no longer more important a sound technological
required. basis for optimum process architec-
• The software is so intuitive that training is not necessary. ture becomes.
• Catalogues can be created for the key markets in all important langu-
ages. How does the company‘s export orien-
tation impact your communications?
• Catalogues can be created for the key markets in all important langu-
ages. We distribute our products nearly all
• Establishing an integrated process chain. over the world. Foreign trade consti-
tutes a considerable proportion of the
• Reducing the error rate in generating documents to practically zero
turnover. In many countries, therefore,
auf nahezu Null.
catalogues in the national language are
an absolute must. If, however, we had
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Case Study Great Tool for Outstanding Products
to employ an additional person to
create the publications in each inter-
national subsidiary, we would have
immense additional costs. Even
so, the results would not equal the
current quality. For these reasons
alone, we can no longer envisage a
life without central PIM-driven auto-
mated publishing processes. InBet-
ween has become a fundamental
pillar of success for Festool.
The Festool GmbH:
Festool GmbH develops high-grade electro- to special extractors. „Quality and innova- tionally active company with 2,600 emplo-
nic and air tools for professional and discer- tion“ have the highest priority at Festool yees, under whose umbrella, the Festool
ning users in the timber, painting, automoti- GmbH. This is mirrored in the 300 patents and Tanos brands are available in 26 coun-
ve sectors, as well as for home handymen. and more than 80 prizes for their products tries worldwide.
The product line ranges from cordless drill and company.
drivers to circular saws, pendulum jigsaws,
trimming and compound nitre saws, milling Festool GmbH is part of TTS Tooltechnic
tools, planers, sliders and polishers, on up Systems AG & Co. KG. They are an interna-
InBetween Deutschland GmbH
Friedrichstraße 39
D-70174 Stuttgart
+49 711 72 23 32-0
+49 711 72 23 32-29
info@inbetween.de
www.inbetween.com
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