Different by Design1 May, 2008 By: Response Contributor Response
The latest DRTV campaign from Professional Tool Manufacturing highlights its new Work Sharp product. But the company also continues to break ground in the branded long-form DRTV environment.
Latest Campaign Sharpened by Past Experiences
Much like when they initially took on the Drill Doctor campaign, the ProTool and Atomic Direct teams started with a brand new drawing board for the Work Sharp product a year ago in an attempt to conduct research and redefine "different." What emerged was a multi-product infomercial. Drill Doctor would share 26 minutes of limelight with Work Sharp, with the conclusion to feature a two-minute promotion for an improved-design ratcheting wrench.
The breaking of DRTV's traditional, one-product pitch axiom was not without precedent. Ten years prior, Atomic Direct had crafted three-product shows for Sharper Image and the Ionic Breeze. Garnett knew, under the correct circumstances, the multi-product ad could be successful.
Hank O'Dougherty, president and CEO, Kevin Blodgett, vice president of marketing and Kyle Crawford, product manager, lead ProTool's DRTV efforts.
"It helps if the product categories are related and appeal to the same audience," says Garnett. "Confusion is the worst thing that can happen; the show has to be carefully crafted to make the buying choices simple." Each product is presented in its own complete segment, ending with a separate call to action. Still, a significant number buy multiple items. A unique script is constructed with up-selling and cross-selling for each product."
Though only on the air since September 2007, Work Sharp has thus far outperformed the successful Drill Doctor campaign, which has run for seven years and is still doing well. Says Kevin Blodgett, vice president of marketing for ProTool, "We knew we had a great marketing story for both items. Though the multi-product approach was different, and ran counter to the rules of what you should and shouldn't do on an infomercial, we just didn't think those rules applied to us."
Garnett adds, "I think we've walked a mid-line between the classic DRTV and some very beautiful and expensive infomercials that were done for major corporations but never sold products because the production companies didn't understand sales. Additionally, the traditional approach has been to focus on the pitch — or the idea that every product has to be about getting rich, getting beautiful, or getting a girl. But if you know how to break the rules, you can bring the product alive while informing the viewer."
ProTool worked with DRTV agency Atomic Direct to find the best time slots for the long-form Work Sharp and Drill Doctor campaign. Lessons learned from past Drill Doctor campaigns proved that DIYs tended to watch and respond best to infomercials airing early morning on weekdays or mid-morning weekends on channels such as Discovery, Sci-Fi, History and USA.