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*”Number one selling brand” is based on syndicated Irwin Broh Research (commercial landscapers) as well as independent consumer research of 2009-2014 U.S. sales and market share data for the gasoline-powered handheld power equipment category combined sales to consumers and commercial landscapers.

Look inside to read about the value and benefits of the Marketing Advantage Program and how the results will help STIHL remain the #1 Selling Brand in America.

2016 Marketing Advantage Program

SELLING BRAND OF GASOLINE-POWERED HANDHELD OUTDOOR POWER EQUIPMENT

IN AMERICA!*®

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2016 Marketing Advantage ProgramBryan Equipment Sales, STIHL Retailers and STIHL Incorporated have built a Marketing Advantage Program that leads the industry. For 2016 we have created a strong foundation media package, with even more exciting components that will drive consumers to your retail location. We will continue to use these proven, leading edge methods while utilizing some of the newest online tools to reach more potential customers and to show you the VALUE, BENEFITS and RESULTS that have contributed to STIHL’s position as the “Number One Selling Brand of Gasoline-Powered Handheld Outdoor Power Equipment in America.”*

STIHL Dealer Days, Father’s Day & Fall Media Blitz

PowerChord™ Website

Your STIHL PowerChord website is fully optimized for viewing on desktop, tablet and mobile applications. The site has a full product catalog and can be easily customized with your business’ information. You also have the choice to activate the STIHL Express reservation system, allowing consumers to reserve STIHL items online while picking up units and paying for them in your retail location.

The success of your PowerChord website is driven by a multi-channel marketing mix approach that is the core of the Marketing Advantage Program. This approach ensures that we are present at the various stages of the consumer purchase cycle, with the goal of driving consumers to your PowerChord website and into your store.

January 1 - May 31st, 2015, there were 470,490 PowerChord site visitors compared to 408,963 vistors for the same time period in 2014. That’s 61,527 more visitors! - A 15% increase.

Buying broadcast network TV as a retailer group allows for greater buying efficiencies which means more TV spots directing consumers to the www.STIHLdealers.com locator. The media selected for each retailer is based on extensive research on the reach, frequency and rating points of local programming, giving us a picture of what media is best for your local area.

The 2016 impressions in Bryan Equipment’s territory for local TV, Radio, Online and Print is estimated at more than 53.7 million.

SUCCESS IS BUILT ON A STRONG FOUNDATION.FoundationPackageComponents

PowerChord Website Traffic*:

*Chart represents all BES territory(SEM)

(SEO)

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Every cable network and all satellite providers can be reached through these coordinated media buys, which air spots locally on key networks such as ESPN, Fox News, A&E, The Discovery Channel and more. Buying this efficiently allowsus to reach 95% of homes in the United States that have cable or satellite. Over 78.6 million total impressions are estimated for Dealer Days (3,000 spots), Father’s Day (1,500 spots) & the Fall Media Blitz (2,700 spots) in Bryan Equipment’s territory.

New for 2016! Father’s Day Campaign – This new campaign will engage men and women with our message speaking to the values of America’s Dads and STIHL. Over 139 million impressions will come from males 35-64 years old, with an additional 90 million impressions from females 35-64 years old (gift givers). These spots will be seen on the networks mentioned above and also on networks such as Lifetime, Animal Planet and The Hallmark Channel.

NEW!

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Digital Marketing

Monthly Email & E-Loyalty Campaigns

When used properly, digital marketing is the most efficient way to reach our target audience. Along with TV spots, digital marketing will be utilized during Dealer Days, Father’s Day and Fall Media Blitz campaigns. Search Engine Marketing (pay-per-click ads), targeted display/engagement ads and remarketing ads are all valuable components within the Marketing Advantage Program.

Expanded for 2016! Retargeting – Retargeting allows us to serve display ads to people who have previously visited a STIHL PowerChord website. These ads are tagged with your business name and when clicked lead directly to your STIHL PowerChord website. For 2016, we will have the ability to re-target based on a person’s keyword searches and we will also be expanding our retargeting efforts to Facebook.

New for 2016! Fall Digital Drive Video & Remarketing Campaign – Prior to the Fall Media Blitz, we will be participating in a new form of digital marketing – YouTube Video & Google Remarketing. YouTube is the second largest search engine in the world. For 21 days, a :15 pre-roll video tagged with STIHLdealers.com will play in the first position prior to the viewer’s video session. These videos will be directed toward our target consumers, leveraging the speed and excitement of STIHL TimberSports™, the STIHL Super Boat and STIHL Plane.

During this time, we are able to serve online remarketing ads encouraging the viewers who watched the full :15 pre-roll video to visit the STIHLdealers.com locator and ultimately end up on your PowerChord website.

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Through the Marketing Advantage Program, homeowner and professional-focused emails with tips and promotions are sent on your behalf once a month. We have a system in place so that each email is delivered to its recipient when they are most engaged with their inbox. Each email is tagged with your information and links directly to your PowerChord website. Because of the relevant content within these emails, we have a 21% open rate for the homeowner email and an 18% open rate for the professional email, which is above the industry standard that starts at 14%.

We will continue our E-Loyalty campaign for 2016, where coupons are sent to email addresses you have collected through STIHL product registration or www.mySTIHLdealer.com.

If you want to go beyond the Foundation components listed above, ask your Territory Manager about additional tagged media opportunities.

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targeted impressions from pre-roll videos4.2 Million

targeted completed video views674,000

targeted user engagements725,000

targeted people on remarketing audience list (estimated)

3.4 Million

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2016 Marketing Advantage Program2016 Marketing Advantage Program - VALUE

2016 Marketing Advantage Foundation - Working Hard All Year Long!

Below is a very conservative estimate of what the individual costs would be to produce some of the key components delivered through the Marketing Advantage Foundation Package.

MASS MEDIA (Dealer Days, Father’s Day & Fall Media Blitz).......................$6,500 • 3,000 Dealer Days TV ads on key local cable & satellite channels - $3,000 • 1,500 Father’s Day TV Ads on key local cable & satellite channels - $1,500 • 2,000 Fall Media Blitz TV ads on key local cable & statellite channels - $2,000

DIGITAL MEDIA.................................................................................................$9,600 • PowerChord Website (desktop, tablet & mobile) - $2,135 • Fall Digital Drive (1st Position Video Only) - $800 (Does not include remarketing value) • Search Engine Marketing (SEM) - $1,400 • Search Engine Optimization (SEO) - $3,945 • Email Content, Management & Distribution - $1,320

TOTAL ESTIMATED VALUE (for only the items above) = $16,100

Foundation Package Components Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.

PowerChord™ Website YEAR-ROUND

Digital Media (SEM, Remarketing, etc.) YEAR-ROUND

NEW! Fall Digital Drive Video & Remarketing NEW!

Local Media

STIHL Dealer Days

NEW! Father’s Day NEW!

Fall Media Blitz

Homeowner & Pro-Monthly Emails YEAR-ROUND

E-Loyalty Email Campaign

457 Wards Corner Road Loveland, OH 45140 l Phone (513) 248-2000 l www.bryanequipment.com

Online = Traditional = Timeline may vary.