Had a chat with Craftsman higher-ups

[Stuey]

Craftsman has a booth at NY Comic Con and so I had a chance to chat with (and interrogate) their head marketing guy.

I'm not sure how much I can repeat, but I assume he would have noted confidential comments as such.

1. Craftsman Pro tools are coming back. I think he mentioned something about storage as well. Maybe that's just wishful thinking

2. The Craftsman pro line will sort of be aimed at commercial/industrial customers, but should be accessible to DIYers and consumers

3. Some of the tools will be redesigned

4. USA manufacturing will remain a focus (whenever possible?)

5. Craftsman listens to feedback

I'm going to try to stop by tomorrow as well with more questions.

Overall I have good feelings about the changes Craftsman is working on, and I don't feel at all like I've been manipulated. They're at Comic Con showing off the new Bolt-On tools and I gave no indication that I would quiz them about random other stuff. Responses seemed genuine, leaving me with a great feeling about the brand.

Let me know if you guys have any questions you want me to ask them, assuming I'm able to make it in tomorrow. No promises though.

 

[uniballer]

WTF, why were they at comic con? That makes no sense!

 

[TwoInch]

http://www.multivu.com/mnr/58289-cr...es-the-justice-league-comic-book-ny-comic-con

 

[NC-Fordguy]

Craftsman has a booth at NY Comic Con and so I had a chance to chat with (and interrogate) their head marketing guy.

I'm not sure how much I can repeat, but I assume he would have noted confidential comments as such.

1. Craftsman Pro tools are coming back. I think he mentioned something about storage as well. Maybe that's just wishful thinking

2. The Craftsman pro line will sort of be aimed at commercial/industrial customers, but should be accessible to DIYers and consumers

3. Some of the tools will be redesigned

4. USA manufacturing will remain a focus (whenever possible?)

5. Craftsman listens to feedback

I'm going to try to stop by tomorrow as well with more questions.

Overall I have good feelings about the changes Craftsman is working on, and I don't feel at all like I've been manipulated. They're at Comic Con showing off the new Bolt-On tools and I gave no indication that I would quiz them about random other stuff. Responses seemed genuine, leaving me with a great feeling about the brand.

Let me know if you guys have any questions you want me to ask them, assuming I'm able to make it in tomorrow. No promises though.

My wife works for sears and I've been beating the drums on a few things through her and it's getting passed up the chain.

I've heard a few things too that are positive but nothing I can substantiate at this point.

Hopefully the decision makers are hearing the voices. Everyone needs to keep it up. Send those letters and e-mails!!!!

 

[Chadwilliam1]

craftsman is dead to me.

 

[uniballer]

Stupid, why does craftsman have to screw with the justice league. Dc will get bad feedback from this, as well as craftsman. Dum idea!

 

[Stuey]

WTF, why were they at comic con? That makes no sense!

http://toolguyd.com/craftsman-bolt-on-saves-justice-league-comic/

Makes great sense. Going after everyday people. Lot of buzz around the booth, shows that people were very interested in the tools.

I have mixed feelings about the marketing strategy, but it seems effective. They were at last year's CES as well.

My wife works for sears and I've been beating the drums on a few things through her and it's getting passed up the chain.

I've heard a few things too that are positive but nothing I can substantiate at this point.

Hopefully the decision makers are hearing the voices. Everyone needs to keep it up. Send those letters and e-mails!!!!

I tried sending feedback up the chain for years. Got fed up a couple of weeks ago and wrote "Dear Sears" and "Dear Craftsman" letters on my site. My Dad's still unhappy about that, but it appears that Craftsman is trying to correct some of the flaws I pointed out. I'll try not to let the power get to my head.

 

[SMKS]

craftsman is dead to me.

But what if they reversed the trend of things that make you hate them? Would you still boycott them?

 

[Stuey]

I agree sending emails can't hurt. Be polite, and let them know you're a paying customer, not just some tinfoil-hat-wearing complainer.

I've bought several Craftsman items recently (two wrench sets and a set of snap-ring pliers). In the emails, I pointed out the specific item numbers of the things I purchased and told them I wouldn't purchase Chinese Craftsman tools. I asked them to reverse the trend of outsourcing Craftsman tools.

Side note - I wonder how Bain purchasing Apex will play into this? If Bain decides to outsource more production to cut costs, I wonder if Sears will have to look to a different supplier? I'm not saying Bain will do that, but at this point we don't know.

I asked about that and was told more or less than they're waiting to see what effects are brought about, if any. I believe that Craftsman may be working with new suppliers, but that's not something we talked about in detail. If the Bain acquisition of Apex is affecting operations or pending plans, there's nothing they could/would say to me about the matter.

 

[NC-Fordguy]

I tried sending feedback up the chain for years. Got fed up a couple of weeks ago and wrote "Dear Sears" and "Dear Craftsman" letters on my site. My Dad's still unhappy about that, but it appears that Craftsman is trying to correct some of the flaws I pointed out. I'll try not to let the power get to my head. [/QUOTE]

I've posted up some of my experiences/attempts here on a few threads.

Just a cliffs note version in case you missed it.

There's a social media site kinda like facebook for sears employees called pebbles. Spoke with some woman executive who is a buyer for tools about the dis-satifaction many folks had with what was going on. The feedback I got from that was, well somewhat positive.

BTW, your open letter to sears was linked on the pebbles web-site. Who all read it I can't say.

Also talked in person with one of the regional business managers( I think there are 5 of those in the company) who visited my wifes store. I spoke with him about some of the quality issues such as the lobster claws on the stubby wrenches, dwindling selection, chrome finish on some of the chinese rp ratchets, chrome pins rather than hardened steel pins on the universals, etc and of course the image issue of crafty tools with made in china stamps on the packaging.

He was pretty much clueless on what I was telling him at first but did eventually understand the points I was trying to make. I think the biggest issue is these folks don't really use tools. This is a case where ignorance is not bliss.

I'm trying the best I can on my end. Hopefully others are too.

And posting I'm not buying chineese junk on this forum amounts to nothing. Sears is not reading this forum

 

[RivennHewn]

Craftsman at comic con?

Makes sense to me.

Losers in costumes made in their moms basement playing 'Dress up".

Call it "cosplay" all you want, it's still just playing "Dress up"

Posing as a super hero.

Crapsman has been posing as a real tool manufacturer for years.

 

[Skin]

Craftsman at comic con?

Makes sense to me.

Losers in costumes made in their moms basement playing 'Dress up".

Call it "cosplay" all you want, it's still just playing "Dress up"

Posing as a super hero.

Crapsman has been posing as a real tool manufacturer for years.

you still in high school or something?

 

[NC-Fordguy]

you still in high school or something?

I was going guess pre-teen girls boarding school but high school will work

 

[RedFordTruck]

If USA manufacturing is a focus then why is everything getting offshored right now??

 

[usdemt]

ComicCon???

Is this their target market???? If thats the case just give it up now. I know plenty of guys that are into this stuff and not to say they are bad guys but they are the guys who call me to change their flat tire because they don't know that their car has a spare tire on it.

On top of that comics are still closely associated with offshore japanese markets and not to start a debate here on the quality of japanese tools but if they want to bring back the made in the USA tradition they were built on they are screwing the pooch.

If they want to make some money come to a sports conference or something, WTF are they doing there? Much less making a comic book?

This is what I would call a last ditch effort of a failing company at a consumer market that that has not been hit. Not a reputable brand by any stretch of the imagination.

 

[usdemt]

I guess my question for them is what the hell are they doing there???

What is there target market if they are at a comic book conference? that does not give confidence to professional mechanic if his tool company is selling to a LARPER. (No offense if this is your hobby just saying that they seem to be contradictory in my mind)

 

[Skin]

I guess my question for them is what the hell are they doing there???

Scroll up to post 3, click link, read.

 

[Plasmatic]

I guess my question for them is what the hell are they doing there???

What is there target market if they are at a comic book conference? that does not give confidence to professional mechanic if his tool company is selling to a LARPER. (No offense if this is your hobby just saying that they seem to be contradictory in my mind)

Lots of nerds build/fix/hack/mod/etc. stuff.

 

[Chadwilliam1]

But what if they reversed the trend of things that make you hate them? Would you still boycott them?

of course not, craftsman tools never let me down. Craftsman tools were good tools for the money. I was fine with them selling the evolv brand made overseas and mostly craftsman because they had to compete with harbor freight. I am not mad at them for going to China. most people don't care where there tools are made.

I am not boycotting them I just don't spend my money there.

 

[Chadwilliam1]

I doubt the guy who drew the short straw working the comic book stand has a clue about whats going on other than what has been scripted.

 

[dragoocoda]

Maybe you can ask what the status of Craftsman Industrial tools are? Considering the amount of Cman Industrial we have seen at Sears Outlet stores..

 

[softailgarage]

Comic Con....good place for a bunch of clowns. I'll believe these "positives" when I start seeing them. I love Craftsman, however, I've watched them go from great to **** in less than 10 years, why all of a sudden the big turnaround? trying to save the company? They should have thought about that years ago. Nope, ain't buyin it.

 

[usdemt]

Scroll up to post 3, click link, read.

Go back to post 19 that you quoted...read line one...wait keep going...yep more than one on line....keep going again....more than two lines...this is hard!.... wait there is a valid point that involves post 3???

The general population of comic book readers and collectors do not cross over into tool buyers, so why the hell is Craftsman there???? If Craftsman was a TV show this would be what I would call "Jumping the shark" EHHHHHHHH!!!!!

 

[1982fxr]

the part about USA manufacturing is funny.

sears *****.....wish I shared your optimism Stuey, but even if they brought most or all of the tools back to USA I still wouldn't support them...only a matter of time 'til the next set of execs decide to try cashing out the brand

 

[dsmnickk90]

the part about USA manufacturing is funny.

sears *****.....wish I shared your optimism Stuey, but even if they brought most or all of the tools back to USA I still wouldn't support them...only a matter of time 'til the next set of execs decide to try cashing out the brand

If you don't support thier USA manufacturing then its making them think its okay to outsource. If they become a fully outsourced company then its going the make the next company inline outsource because what other option do you have? then the next will and the next. Their arn't to many companies still making USA made tools not supporting one that does it only making it okay for the rest to not.
Just think if Armstrong Williams SK and Proto all start out sourcing most of their line why wouldn't Snap on?

 

[pipsters]

Craftsman at comic con?

Makes sense to me.

Losers in costumes made in their moms basement playing 'Dress up".

Call it "cosplay" all you want, it's still just playing "Dress up"

Posing as a super hero.

Crapsman has been posing as a real tool manufacturer for years.

Bought all my current crop of Craftsman tools in early 2011 for the most part, some in 2012. They were all bought new. Somehow these sub par tools managed to swap the transmission on my car over the last 2 days...pretty sweet for tools that aren't real.

 

[nanofrog]

ComicCon???

Is this their target market????

If they want to make some money come to a sports conference or something, WTF are they doing there? Much less making a comic book?

This doesn't make a lot of sense to me either.

I realize Plasmatic's point, but what I've seen, is they're not interested in tearing apart/hacking products that need much in the way of wrenches, ratchets, sockets, or most other basic hand tools.

All I've noticed, are screwdrivers in order to take apart the small electronic devices they are interested in.

Lots of nerds build/fix/hack/mod/etc. stuff.

Cell phones, game consoles, iPods, ... types of products, sure. A lot of programming too.

But working on things like cars?
I've not seen it for the most part.

For example, my cousin's 17y/o son will tear down things like cell phones, game consoles, computers, or an R/C helicopter with zero hesitation, but when his dad and I work on a vehicle, he's not interested.

We're lucky if we can get him to be the tool gopher. He gets bored in a matter of seconds, and wants to know "when will we be done/when will we get something to eat". Even despite the fact he now has his own car and learning about how it works and how to fix some of it himself would be useful, it hasn't sunk in so far.

Perhaps he'll learn when something goes wrong, and neither of us "just fix it" for him (perhaps a few mechanics bills will get his attention ).

the part about USA manufacturing is funny.

sears *****.....wish I shared your optimism Stuey, but even if they brought most or all of the tools back to USA I still wouldn't support them...only a matter of time 'til the next set of execs decide to try cashing out the brand

Assuming they actually intend to do this for as much as of the Craftsman line as possible (not just the industrial/commercial aimed products), then it's critical IMHO that general public do support it, or they won't stay with such a decision.

If such a move proves financially lucrative vs. current sales figures after some sort of massive "Craftsman = Proudly Made in USA" marketing blitz, it would convince them to stick with it rather than reverting back to imports.

 

[lowbucktruck]

Hmmmm... Craftsman at Comic-Con... yeah I don't get it.

 

[AZ_Catskinner]

Maybe you can ask what the status of Craftsman Industrial tools are? Considering the amount of Cman Industrial we have seen at Sears Outlet stores..

The Craftsman Industrial line is a victim of idiotic marketing. When the higher ups have made Craftsman earn a questionable name with the "industrial" users, they aren't going to be flying off the shelves at Grainger or other industrial suppliers.

The marketing wizards should have known that it wasn't going to be easy to go toe to toe with Proto on their own turf, Especially when the Industrial line is so limited in range.

If the Sears folks were smart, they'd put the Industrial stuff on the store shelves alongside the Evolv (homeowner), Craftsman (enthusiast) for the people (tradesmen/pros) who demand the extra quality.

 

[Davefr]

If the Sears folks were smart, they'd put the Industrial stuff on the store shelves alongside the Evolv (homeowner), Craftsman (enthusiast) for the people (tradesmen/pros) who demand the extra quality.

Good point. Sear's was one of the early pioneers in establishing a "good", "better", "best" merchandising strategy.

They've sure let that atrophy away with respect to tools.

 

[Stuey]

I doubt the guy who drew the short straw working the comic book stand has a clue about whats going on other than what has been scripted.

I was chatting with the guy who writes the script. Very likable person, too.

Nobody has to understand what Craftsman is doing at Comic Con. I understand what they're doing, and whether or not I agree with the strategy it's a good move.

Regarding outsourcing, I was told once more than some of the new import tools test better than the previous USA-made ones. Lowes and Kobalt ditched their Danaher-made machanics tools for a new line manufactured overseas for the same reason.

The truth is, it comes down to what is best for customers and the brand. I understand that but I don't have to like it.

 

[RCStocker]

All well said and done but the barn door is open.
Sears web site is a freeking ****** mess. The tool secion is like pick up stick. A scrambled mess. You can never find what you want. Eve the sore staff and managers are fed up with it. It hangs up. Nothing is in order. You never know what is going to pop up.

Then have you seen the stamping on the new tools. Even the first tools from Japan and China never looked that bad.

I love my 45 year old Craftsman tools. I have picked up sets thorugh the years because I have needed them when I am not near one of my shops. A $200 set never hurt to have in the boot anyway.

Craftsman has been doubling thir prices because of all the advertisment games they play. It is nuts. They just don't get it. For the homeowner they were the perfect tool at a fair price.

HF is building up a better quality line but they skip to many pieces in thier sets .

Time will tell. One thing is for sure the big boys at headquarters have never know what they are doing. They had to sell the Sears Tower because the could not afford to keep it.

I don't know why companies always buy out or join sinking ships.
K- mart was Kress in Detroit. The old man was worth a forturen. His house is on Boston Bulivard and is still a million dollar house in the middle of the Ghetto.

K-mart has filed for chapter 11 or 13 so many times and now we have 2 sinking ships with with the same merchandice.

HP bought out Compaq WHY? HP the worlds largest maker of computers had a board of directors who wanted to stop making computers.

Whirlpool a fantastic company bought out Maytag. WHY? Maytag really *****. I have several apartment building and I tryed Maytag after having great luck for 40 years with Whirlpool. Big mistake. Maytag is pure ****.

I don't know why companies what to buy up lesser quality. I know they are try to fit all price ranges. Instead of buling one good product they play games.

Linclon played games with all thier extras on cars. The radio's that came with the car were **** but the wanted $800 to upgrade to ****. By the time you got the whistles and bells you added 20 grand for a thousand dollars worth of ****.

There are so many used tools out there in the world I don't know why anyone would every go to the store and buy one new.

We think we must have this or that brand but in the end they all do the job. Yest some tools work better than others but how much of it is really in your mind and not the tool?

 

[bcradio]

I spoke with him about some of the quality issues such as the lobster claws on the stubby wrenches,

Sorry, but this is definitely not a quality issue. I have these sets and they are fine quality and work very well. The head is not any wider than my Cman Pro's, but rather goes a bit farther back. Doesn't get in the way a bit. They may look a bit different at first, but you get used to it quick. Let me say again... they work great

 

[crankshaftdan II]

 

[Here2Learn]

Thank you for the information. I am currently buying new made in the USA Craftsman tools from Sears before they are made in China. (for example, going to 3 different stores to find old stock of made in the USA impact sockets instead of the new made in China versions)

 

[7th Kahuna]

This doesn't make a lot of sense to me either.

I realize Plasmatic's point, but what I've seen, is they're not interested in tearing apart/hacking products that need much in the way of wrenches, ratchets, sockets, or most other basic hand tools.

All I've noticed, are screwdrivers in order to take apart the small electronic devices they are interested in.


Cell phones, game consoles, iPods, ... types of products, sure. A lot of programming too.

But working on things like cars?
I've not seen it for the most part.

For example, my cousin's 17y/o son will tear down things like cell phones, game consoles, computers, or an R/C helicopter with zero hesitation, but when his dad and I work on a vehicle, he's not interested.

Hey, we took apart bikes and cars and, in my case phonographs, because that's what we had. I hacked apart odd military surplus for the same reason. If you looked at some of the things I did at age 12, you would think pointless, but if I hadn't done those things then, I wouldn't have developed the skills or the interest to do the things I do today. Imagine that some of these kids who are hacking iPhones today will be hacking driverless cars or remote observation devices in the future. At the very least, hopefully they will own homes. Their need for tools will grow and Sears obviously hopes Craftsman is where they will turn.

 

[theoldwizard1]

How do I get one of those !

 

[7th Kahuna]

Regarding outsourcing, I was told once more than some of the new import tools test better than the previous USA-made ones. Lowes and Kobalt ditched their Danaher-made machanics tools for a new line manufactured overseas for the same reason.

The truth is, it comes down to what is best for customers and the brand. I understand that but I don't have to like it.

I've read the same thing. Pretty hard to get my mind around the idea that one might 'buy <u>USA Made</u> at your own peril'. Unfortunately it has become true in some cases. I hope Sears turns it around but if the buying public doesn't support them they will have done nothing but risk their own future. It's going to be an uphill battle. Let's face it, Joe Consumer is more interested in saving $5 than purchasing a tool he can pass down to his grand kids.

Thanks for sharing your conversation with the reps.

 

[crankshaftdan II]

How do I get one of those !

Check out the date!!! 2000--2001

 

[zakmartin]

As for Craftsman returning to its roots, I'll believe it when I see it. As for the Craftsman Justice League Comic, WOW, that's just about the silliest thing I've ever seen.