Entering the professional outdoor power equipment market, AEG Powertools faced two major hurdles: low brand awareness in an established market segment and negative preconceptions about battery-powered tools. Tradies almost exclusively use petrol power, as they do not believe that battery power can match it with petrol.
We knew we’d have to prove the product’s mettle, by getting it into the hands of tradies. But how? We slapped a fake fuel tank on our battery-powered chainsaw and set up a bogus product demonstration outside a garden supplies store.
Then, we removed the fuel tank to reveal a battery. Their genuine reactions are what sold the product.
AEG Powertools Outdoor Power range is growing at a rapid rate, with sales on a steady incline and tradies starting to believe in battery power in the garden.