Apex Marketing Event

[Ryan]

Although I'm invited quite often to do them, I never attend marketing events. Ironically, I'm not all that immersed into the tool industry. I don't lust after tools unless I actually need them and I don't actively hunt out reviews simply because I don't like to do them unless I'm actually putting whatever tool it is through its paces. And that usually takes more time than many tool manufacturers are willing to wait. So, I end up just being a guy with a website... while you guys in the forum do most of the reviews and give much of the feedback on the tools in the industry.

A few weeks ago, however, Apex asked me to go to Miami for a marketing event. I agreed thinking, "Why the hell not? My family is gonna be out of town and Miami sure beats sitting at home alone..."

So I went... and I was actually pleasantly surprised. If you aren't aware, Apex is the umbrella company that owns names like Crescent, GearWrench, Weller, Cleco, Nicholson, Allen, etc... You can see a full list here.

Anyway, this event was really just an opportunity for Apex to do two things:

1. Get feedback from people in the industry that use tools. What they like, what they don't like, etc...

2. Inform those same guys that Apex is in the process of kind of reorganizing their brands - collapsing some into others and giving them all a more consistent marketing image.

It was typical marketing stuff and frankly, none of it was very valuable to me nor me to it. BUT, it was pretty neat to get a chance to ******** with the guys behind brands like GearWrench. I'm not sure why, but it was novel to me that many of them are actual tool guys. Meaning, they use them and share the same frustrations and joys that we all do when doing so. I came away with two major impressions from the whole thing:

1. The GearWrench guys are really, really smart... And a lot of them are really passionate about what they do. I thought that was pretty cool.

2. I really want one of those new Weller soldering stations.

In any case, that was my experience in Miami. It was far more enjoyable than I figured it would be and actually pretty educational as well. This post isn't a paid promotion of any kind. I just figured some of you might find it kind of interesting. And if ya have any questions about such events, ask away... I'm no pro at them, obviously, but I have one under my belt now and can claim to be!

 

[bonneyman]

Sounds like you had a real good time.

 

[marineman]

That's my luck, a guy from TX gets invited to Miami while I'm stuck home watching the snow pile up. Sounds like a fun event and good to hear they're actively soliciting feedback to improve not just going with whatever strange gizmo the engineers come up with next.

 

[davethorik]

Did they talk about killing off any more iconic USA brands, offshoring any more brands, and laying off more US workers?

 

[ChevyEFI]

Allen is probably dead as it stands.

But their solidly built line of tools were a great product line. With a horribly non-search-friendly name (and maybe poor overall marketing) saddling it down. Thanks; I had to say that.

And Ryan, your websites work to bring people in. I don't think that can be completely washed of your abilities to "market." So tell us what was interesting about their event topic matter, even if you "aren't a sales / marketing guy." (I have always felt that way about myself.)

 

[Ryan]

Allen is probably dead as it stands.

But their solidly built line of tools were a great product line. With a horribly non-search-friendly name (and maybe poor overall marketing) saddling it down. Thanks; I had to say that.

And Ryan, your websites work to bring people in. I don't think that can be completely washed of your abilities to "market." So tell us what was interesting about their event topic matter, even if you "aren't a sales / marketing guy." (I have always felt that way about myself.)

My dad gave me my first set of tools when I was 13. It was an Allen set in a big green cabinet. I still use them. GREAT tools. And yeah, Apex confirmed that the brand is gonna be rolled into another for the very reasons you stated.

As for the event, I didn’t get much out of the content. It was just marketing really. What I did appreciate was talking to the engineers and learning more about their innovation process and what not. I don’t know why, but I was really surprised that so many of them were actual shop dogs that use the tools they make. Kind of cool.

I don’t know... I guess I expected robots in suits or something. The GearWrench people specifically were sharp as ****.

 

[NUTTSGT]

Sometimes it's just nice to be able to rub shoulders with some people that you wouldn't normally get to and see some things from the other side of the fence.

 

[ocloc24]

That's soldering iron looks awesome. I need it. Curious how the auto feeding solder works

 

[Ryan]

That's soldering iron looks awesome. I need it. Curious how the auto feeding solder works

I didn't get to play with it, but it looked well made...

I did get to play with their cnc solder setup. I have no use for something like that, but it was really really ingenious... It was using g-code to solder up computer chips that couldn't have been more than a 1/4" square in size. I mean, it had really delicate tolerances and was fast as ****.

 

[DSLTRK]

Did they talk about killing off any more iconic USA brands, offshoring any more brands, and laying off more US workers?

Apex can pound sand after what they did to those hard working Americans from the South Carolina Factory. I haven't bought an Apex owned tool since that time and don't plan to in the future.

 

[shawndp]

Sounds like a fascinating experience; to be able to peek into the other side of the fence. I like Gearwrench, they were my first "nice-ish" tools.

 

[anndel]

Sounds like you had a blast. Hopefully you took photos so please share if you did.

 

[WittHay]

Sometimes it's just nice to be able to rub shoulders with some people that you wouldn't normally get to and see some things from the other side of the fence.

Every year one of the part stores up here has a 2 day trade show. One place a hockey arena, they have reps from Holley, Edelbrock, Gates most of the performance and aftermarket parts suppliers.

The other called the Agridome has the tools with reps from Milwaukee, Miller welders, OTC and the like. Even exotic tools like $1000 Sata spray guns

Its quite something to look at a large display of Milwaukee or OTC and to actually handle and ask questions about the tools from the manufacturers reps. Lots of parts and tool catalogs available at the booths and displays

 

[B_Bimmer]

Did they talk about killing off any more iconic USA brands, offshoring any more brands, and laying off more US workers?

Are there any left under their umbrella, or are you wondering about rumors of further acquisitions for them to destroy?

 

[Ryan]

Apex can pound sand after what they did to those hard working Americans from the South Carolina Factory. I haven't bought an Apex owned tool since that time and don't plan to in the future.

I don't follow the tool industry close enough to be educated about any of that. And honestly, I'm not all that interested in nationalism vs. globalism when it comes to american owned companies. I guess I'm just simple minded and lack a soap box. That's obviously my problem to deal with.

I can say that I prefer to buy tools made in America (I'm a bit of a patriotic soul) and germany (I love German made stuff for some reason). I'd guess at least 80% of the equipment in my shop was made in one or the other...

But yeah, I'm not so deep into the tool world that I follow things like that too closely.

Sounds like you had a blast. Hopefully you took photos so please share if you did.

I didn't take a ton of pics as it didn't see super appropriate... But here's a couple:

 

[Ryan]

Oh... Allen tools. Found some pictures. When my dad bought me my first set of tools (an Allen Jr. Set), he also bought himself an Allen Master set. When he passed away a few years back, I kept all of it and use it all every day. He took meticulous care of his tools so they are pretty much in brand new condition. Some day, I'll give these to my kid.

 

[marineman]

Before I joined this forum I had no idea Allen was a brand that made different tools. I just thought it was a name for a hex key.

 

[hangfirew8]

Allen in the 90's was right there with Armstrong and Craftsman Professional. Not truck quality but close enough and better than typical Craftsman. I have some and would buy again when/if I find USA NOS that I need. The ratchet mechanisms (in mine anyway) were just average but they worked well. Chrome finish and QA was very good.

Then they gave up trying to make it a full line brand, discontinued a lot of stuff and the sockets sets, wrenches and (yes) Allen Keys all went to China. Then they discontinued everything but the keys. Set part numbers ending in G are made in China. Cripe sold a lot of both US and China Allen. As usual they were very good at distinguishing the two.

Add Allen to KDTool and the long list of good old US brands destroyed by the China shuffle.

-HF

 

[garthg]

Allen in the 90's was right there with Armstrong and Craftsman Professional. Not truck quality but close enough and better than typical Craftsman. I have some and would buy again when/if I find USA NOS that I need. The ratchet mechanisms (in mine anyway) were just average but they worked well. Chrome finish and QA was very good.

Then they gave up trying to make it a full line brand, discontinued a lot of stuff and the sockets sets, wrenches and (yes) Allen Keys all went to China. Then they discontinued everything but the keys. Set part numbers ending in G are made in China. Cripe sold a lot of both US and China Allen. As usual they were very good at distinguishing the two.

Add Allen to KDTool and the long list of good old US brands destroyed by the China shuffle.

-HF

"Allen in the 90's was right there with Armstrong and Craftsman Professional. "
That's because the brands were all owned by Apex (then part of Danaher) and all made in the same factory.

 

[tonyciambrone]

Yeah, for what Apex did with Armstrong and Allen, I am sworn off of them. Like many others I favored Allen as a uncompromising budget tool brand. For me there is just something special about them.

Armstrong seemed like it was really hitting a stride with the new Aerospace ratchets etc. and has a very marketable name/ logo etc in my opinion.

I hope they don't destroy Nicholson, Jacobs and Wiss too but not holding high expectations over here.

 

[thesilverone]

Nicholson died (to me) years ago