Ink and Engines: Why STIHL is Tattooing Its Fans at Equip Expo

At this year's Equip Exposition, STIHL—the iconic brand known for chainsaws and outdoor power equipment—is running a highly unconventional marketing activation: giving their most devoted fans permanent, STIHL-themed tattoos right on the show floor.

The presence of a tattoo artist in the booth might seem strange for an equipment manufacturer, but according to a STIHL representative, the activation is a direct response to a long-standing fan tradition.

"STIHL is one of those iconic brands that people have been tattooing on their body for years," the representative noted. "Through social media, we get a lot of our fans that are sending pictures of the ink that they put on their skin with absolutely no ask from STIHL."

Turning Fan Loyalty into a Brand Experience

Recognizing this deep, organic loyalty, STIHL decided to embrace and facilitate the practice, effectively turning an unsolicited fan trend into a major, high-engagement marketing event called "STIHL Inked."

The activation allows fans to choose from ten pre-made, brand-specific designs, with the tattooing process taking approximately 45 minutes to an hour. For those who are "a little bit squeamish" about permanent ink, the booth also offers temporary tattoos to ensure everyone can still participate in the trend.

The demand for the permanent tattoos has been overwhelming. According to the company, all spots for the three-day event were fully booked before the show even opened.

"There was a huge demand for people wanting to get these iconic STIHL tattoos of a legacy brand," the representative explained.

How the Waitlist Works

Due to the unexpected popularity, the company quickly established a wait list. Tattoo appointments are handled on a first-come, first-served basis via a scheduling platform. If a booked fan does not show up, the next person on the waitlist receives a text notification and can claim the open spot immediately. The company happily noted they hadn't yet had any no-shows, a strong indicator of the fans’ enthusiasm.

The activation is being hailed by industry observers as a revolutionary marketing move, transforming the trade show booth from a simple product display into a destination that celebrates and rewards customer devotion. By acknowledging and participating in the fan-created tradition of "STIHL ink," the company has created an authentic, unforgettable experience that reinforces its status as a legacy brand with passionate, lifelong customers.