Craftsman Tools marketing update

[denis4x4]

Found this in today's NYT.

http://www.nytimes.com/2011/07/05/business/media/05adco.html?_r=1&ref=business

 

[madmikeee]

because it seemed that it would help improve reception — sticking a radio antenna into an electrical outlet.

If you are this idiotic, you need to be as far away from tools as humany possible. I would go as far as to say you need to be locked up somewhere to protect you from yourself.

 

[mikeatrpi]

Thanks for sharing, I actually liked reading that article. It sounds like the lady running the Craftsman brand is trying new ideas for marketing - to me, that's a good thing. Let's see how it goes.

 

[allinon72]

This is bad news for Craftsman. I expect to see even more dumbed down, gimmicky, made in China **** on the horizon. I guess they could just expand the Evolv line and call it a day.

Once again I think Sears has the absolute wrong read on where they can derive true profits. It is NOT from this group of people.

 

[archirelic]

It's like they take one step forward, with their new Premium Grade ratchets...then turn around and do something like this, which is two steps back. I agree with the sentiment that this will simply cause Craftsman to begin to market more gimmicky **** like the Evolv line and stuff like dogbone wrenches, etc. IMO, not a very good marketing strategy.

 

[Brad54]

You guys don't realize that we--DIYers--are in the minority now. There used to be a time when men went into the garage and changed their own oil, sharpened their lawn mower blades and installed their own garbage disposals.

Now guys can't even change a tire... But the fact is, EVERY home-owner needs to be at least somewhat competent around a screwdriver and hammer.

Getting Craftsman into that market is not a bad thing. Not a bad thing at all.

Fact is, there was a time when your father and grandfather--both homeowners and DIY kinda guys--told you that Craftsman was the best tool out there for you.

I don't see the problem with trying to get that back. Craftsman doesn't compete with Snap-on and other tool truck brands... they've always been known as the top-of-the-line brand for home-owners and weekend warriors. In recent years, they've left the bottom end of that demographic, concentrating on the upper end (guys like us). Guess what? There's more guys at the bottom (and women!), then there are guys like us. They need to target the larger demographic, so they can keep supplying tools to guys like us.

-Brad

 

[six-T-seven]

Basic marketing states: market your product to the largest demographic.

We are not that demographic guys.

 

[madmikeee]

Basic marketing states: market your product to the largest demographic.

We are not that demographic guys.

The truthfullness of this saddens me

 

[lonestarky]

Absolutely. May sadden you, but face it-Craftsman makes a lot more money off of those foolish 'dogbone' wrenches than they do off of a set of snap ring pliers (to quote a relatively specialized tool for the average homeowner).

I may take pride in having a larger, organized and well stocked tool box. And in completing projects myself. However, most people don't. And Craftsman can make a lot more money selling combination metric and standard wrenches with gimmicky twisted handles to people AND still sell decent tools to those who need them. Anything extremely specialized is going to be bought from a serious tool manufacturer or industrial tool manufacturer anyway like Snapon or Proto.

As long as they don't STOP offering mid range quality tools for a reasonable price (300 pieces for 150 bucks), I'm fine with whatever they do to change their brand image.

 

[Old Moparz]

I thought Craftsman already had tools for the clueless do it yourselfer?

 

[madmikeee]

I thought Craftsman already had tools for the clueless do it yourselfer?

 

[Falcon67]

The truthfullness of this saddens me

X2 - I expect once the now shop is up every mower and weedeater in the neighborhood will be sitting by the front door LOL.

 

[balane]

Sears could also think about holding classes in stores like Lowe's and Home Depot do. Broadening your customer base is always good to do and really, something that should never stop. Trying to change their image to attract the younger shoppers is what they really need for the big picture. I got my nephew a gift card to Sears for his birthday. My brother thought it was a good idea but he says my nephew frowned when he looked at and thought I was crazy.

 

[diggerrick]

Owens-Corning did the same thing about 20 years ago with "insulation-in-a-polyethylene bag" (I think we called it "PinkPlus"). I worked in corporate engineering downtown Toledo at the time, and thought it was a great idea - marketing to the home owner instead of the contractor.

 

[cheap bastard]

The Craftsman brand has been fortunate enough to inherit a long standing reputation for being most things to most people, tool wise. Unfortunately, they haven't been able to sieze on that effectively. The model of the 40s through 60s may be more appropriate for these times than the fat and sassy version we've been seeing since the Reagan administration. There has been an assumption that knowledgeable folks would just be loyal customers forever. They have aged and already own plenty of tools adding as desire moves them. They will need to build a base of customers that trust Craftsman as the entity that bothered to teach them what their father's didn't. Most young folks didn't want to listen to dad or gramps years ago when they tried to teach them, putting everything from partying to video games to possibly education ahead of those lessons. (Not that education is bad by any means) Now that the economic boom is over hiring someone for every job or replacing things frivolously is a thing of the past for many.
Sears is in a position to benefit from that. Maybe this is the first shot at a rebirth that could focus the brand and possibly return it to it's prominence.
Then again, this may all be a shot at a couple quarterly increases in the fall/holiday tool buying season so a couple executives can get fat bonus checks. If so, the whole project will wither away in a flow of silly tools that don't do anything very well.

 

[archirelic]

Basic marketing states: market your product to the largest demographic.

We are not that demographic guys.

This is very true and I hadn't quite thought about it in that respect...

 

[earlthegoat2]

Unfortunately they are turning their back on the true handy DIYers in favor of what they see as a ripe market: The creation by them of NEW handy DIYers.

Sad indeed for us at least.

 

[broman78]

“The No. 1 attribute of our core users is that they love to share their knowledge and to teach other people,” Mr. Ostrom said.

I won't have anybody to use good tools if you don't teach younger generations how to use a tool and what make a tool a good tool. I think this will be good for the brand and for all demographics the brand represents.

 

[Gary S]

Since Sears has already decided to sell inferior Oriental made tools, it makes sense to take it one step farther and market it to people with no tool skills.
I have no problem with their strategy, but Sears has already lost me as a future customer. My toolbox is full of old US made Craftsman tools that have already served me well for 30-40 years and will outlast me. In the future, I plan to buy any additional tools I need from vendors who sell old used Craftsman tools. I am lucky enough to have a small local vendor who collects and resells old tools. I can walk into his little store and pick up just about any old Craftsman tool any day I need it.

As far as Snap-on, they never interested me. I have never wanted to spend 10 to 20 times what a tool is worth just to impress people that I have Snap-on tools in my box. So, Snap-on lost me long before Sears did because their marketing strategy is far worse than Sears.

And, you Snap-on lovers, just figure out how much you spent on their tools in a lifetime. I didn't, and that money has paid off all my bills. I sit here totally debt free. No tool truck bill. No car loans. No credit card bills. No mortgage.

I own all my old Craftsman tools, and will pass them onto my Sons when I die so they never have to go into debt for Snap-on or settle for inferior Oriental tools.

 

[Cobra5150]

Sears started lowering the quality of their tools and people like us are too smart to buy them. Now they start marketing to people who don't know any better.

 

[jeepfan93]

Well i think it'll make for decent TV, but as stated Craftsman is for the enthusiast/ weekend warrior. Now I'd be lying if i said I didn't make dime, or build some pretty cool trucks back in the day with my (majority of) Craftsman tools. I certainly see them needing to do something since the whole Kmart debacle. So they are bringing in new blood to buy their tools. With the economy being what it is, I can see people wanting to do things for themselves. Sure takes money out of the plumbers pocket down the street, but didn't we build this country ourselves? Don't get me wrong, of course there will always be a need for skilled trades, (god I hope so) but a lot of those guys are using Craftsman tools also. I think they are just trying to be competitive and stay viable.

 

[rvr6000]

Some good analysis here.

Up until a year and a half ago (when the girlfriend moved in) my exposure to the DIY channel and HGTV was limited to catching an episode of Norm Abram or an old episode of This Old House. I considered them reletively educational and a good way to learn some new tips.

But now after watching many of the other shows (because th GF likes them) I can see why Craftsman is trying to market to this group......and why I will never buy another house that has not been inspected by me personally with a fine tooth comb. I consider these shows nothing more than sitcoms. Obviously we all know you can't destroy a bathroom and doll it all up with a retractable flat screen TV in 22 minutes....hell, even TOH didn't do that.....but there is a very large group of people who really believe you can......and unfortunately many of them try.

For the most part, I know my limitations. I know I can't build a space shuttle but more importantly, I know if NASA starts a DIY series on building a space shuttle I'm still not going to attempt it. These DIY channels, and now Craftsman, have fallen into this mis-guided way of thinking that any Joe off the street can redo their bathroom or whatever in a weekend. I guess I just see it as setting up people to fail.

 

[rvr6000]

I guess I could also add that I am very fond my Craftsman tools. I've been aquiring them since before I was out of highschool (20+ years ago). They are a good quality for the price. I'd hate to see the Craftsman label become more of a joke than something that used to stand for quality.

 

[mhm993]

^ What he said.

 

[PassnThru]

Some good analysis here.
...
I consider these shows nothing more than sitcoms. Obviously we all know you can't destroy a bathroom and doll it all up with a retractable flat screen TV in 22 minutes....hell, even TOH didn't do that.....but there is a very large group of people who really believe you can......and unfortunately many of them try.

One of my favorite shows is Renovation Realities. It's amazing what some people will attempt without even the slightest bit of knowledge. At least they did actually finally show the way it usually works.

 

[shieldcracker]

Frankly Sears has changed a lot Craftsman professional tool line is being phased out: 85% of all the electrical tools are imported, Craftsman branded China made tools are now starting to show up in stores...
Within 5 years the majority of all tools offered by Sears will be made in China.
Hell that's the price you pay to stay competitive in the globalization era, it is just a matter of time but Snap-On, Matco, and the others will soon follow. The question is who will be the first Pro toolmaker to sell out and make the path for the others to follow.

 

[six-T-seven]

Pretty sure MAC is selling some imported stuff under the MAC name.

 

[back2class]

America has moved socialy in a different direction. First, we are a throw away culture and lazy. But with stagnant wages consumers have to buy cheap goods to stay at the same financial level. Cheap chinese goods have sustained us for a while.
Second, we are no longer a culture of DIY ers. There was a time when sears sold metal lathes like hotcakes, men built their own rowboats and so on. A middle class of tradesmen like to work with their hands and appreciated quality tools. Those times are gone. Craftsman was in it's prime during that time. That market has shrunk. Sometimes we feel like there must be many of us who love quality tools. In fact most people don't care. Less all the time. Some people are pasionate about gardening and spend big bux for special soild and fertilizers. Most of us just get the cheapest version we can find at home depot. Those that don't care about tools feel the same way about tools. I think Craftsman will try and tow both lines. It is smart biz so long as they don't alienate the base who still want quality USA made tools. I believe that core customer is and always will be their biggest buyer. Don't dump us for the typical walmart tool isle shopper.

 

[rvr6000]

I think Craftsman will try and tow both lines. It is smart biz so long as they don't alienate the base who still want quality USA made tools. I believe that core customer is and always will be their biggest buyer. Don't dump us for the typical walmart tool isle shopper.

Good point. I always think of that scene from the movie "Tommy Boy"......"If you want me to take a dump in a box and mark is gaurenteed I will, I've got spare time"

It's funny but the analogy makes sense. I think too many people are fooled by the "lifetime warranty" sticker thinking that automatically makes it a quality product. The fact is maybe that product is just good enough for the average person (probably someone who doesn't like garages...haha) and they will never have an issue with it. But would never hold up when put in the hands of someone who would use that product on a daily basis.

 

[Daedalus]

America has moved socialy in a different direction. First, we are a throw away culture and lazy. But with stagnant wages consumers have to buy cheap goods to stay at the same financial level. Cheap chinese goods have sustained us for a while.
Second, we are no longer a culture of DIY ers. There was a time when sears sold metal lathes like hotcakes, men built their own rowboats and so on. A middle class of tradesmen like to work with their hands and appreciated quality tools. Those times are gone. Craftsman was in it's prime during that time. That market has shrunk. Sometimes we feel like there must be many of us who love quality tools. In fact most people don't care. Less all the time. Some people are pasionate about gardening and spend big bux for special soild and fertilizers. Most of us just get the cheapest version we can find at home depot. Those that don't care about tools feel the same way about tools. I think Craftsman will try and tow both lines. It is smart biz so long as they don't alienate the base who still want quality USA made tools. I believe that core customer is and always will be their biggest buyer. Don't dump us for the typical walmart tool isle shopper.

Well said. Sears is in a tough spot and doing the best they can. Their costs are too high to compete with Walmart or Harbor Freight for cheapy products, though they tried anyway with their Evolv line (which, I'm guessing, has not been very successful). Nobody wants to buy premium cheap tools. They don't charge enough to be able to market to the relatively small group of very faithful tool truck customers. Their best hope is to market Craftsman to Joe Average, but Joe Average needs to be educated on why Craftsman is worth the money vs. the asian imports that are out there. Sears is hoping they can grow brand recognition while at the same time divorcing perception and brand loyalty from country of origin.

I wish them the best, but I won't buy imported Craftsman unless the quality really does not change. I'm betting they will have problems with that. Also, the way things are going, I'm now leery of buying a Craftsman tool that might get replaced in the future under warranty with something I won't be too happy with.

 

[Weps]

if they can successfully position craftsman as a stand alone brand and move it out of sears stores, it will pave the way for getting rid of sears altogether. aside from the land and store locations, i'm not sure there is much else of value there. is kenmore still relevant? everything else could just as easily be sold under kmart or is already better sold by the big box retailers, imo.

 

[Matt M PA]

Sad truth is...I think they'll have tons of folks to choose from who don't know which end of a screwdriver to hold. I know so many guys that are tool (and common sense) illiterate.

As mentioned in this thread, a lifetime warranty on cheap tools gives a false sense of quality as most folks wont use them enough to break 'em. Off topic, but reminds me of how many of my friends ask me of they should buy the paint protection package for a new car. Sure, it guarantees against acid rain...but most don't know what acid rain marks look like.

 

[Gary S]

Off topic, but reminds me of how many of my friends ask me of they should buy the paint protection package for a new car. Sure, it guarantees against acid rain...but most don't know what acid rain marks look like.

And, most people's cars will be back on the lot as used cars long before they have paint problems. Extended protection plans and lifetime warranties are worth something only if you buy a product that you expect to last a lifetime and you keep it long enough to justify the warranty.

 

[-Brent-]

This isn't the first gimmick one of these companies have gone into. They've all pitched their wares to different demographics with varying degrees of success. This doesn't worry me, at all. They want to get into the TV biz and make some money, that's fine.

If anything is true, it's this: all things are cyclical - even quality. They may end up producing a bunch of gimmicky **** but in the end what they'd love to do is to "hook" the consumer. We consumers love having the best.

Take people that collect things, as an example. Say a guy wants to get into vintage signs. First he'll buy the crappy rusted-out (and overvalued) sign to get into it. It's neat, it's got patina, and it's available for a price he can afford. BUT... as he continues to search and research his interests he finds himself desiring the higher end items. As a result, he's now in a different market... a different demographic.

 

[earlthegoat2]

I wish Sears would sell the Craftsman line and name to someone who has just one ounce in a billion tons worth of business sense.

Sears is going down. I just hope Craftsman does not go with it.

 

[W650Mike]

Sears and others need volume and in this economy that means a fresh group of recruits. Just as the DIY shows give the average homeowner the ideas to take to HD and Lowes, so will a tool show directed at the next generation of potential tool purchasers.

I commend Sears for trying something different; trying something at all. It has to be a tough time to go to the BoD and ask for the kind of dollars a televised production will surely cost.

 

[Notwerk]

I agree with much of what is being said here with one main exception: The perception that Craftsman still makes good tools in the USA. Might need a flame suit for this, but here goes.

It's sometimes true that Craftsman still makes a good quality product, but in my experience, the only Craftsman stuff that's worth buying largely is the non-Danaher stuff. Pliers by Knipex (German) and Western Forge, for example.

But their mainline tools, particularly their entry-level raised panel ratchets, fell behind the foreign competition some time ago. I can't personally speak to the quality of the sockets and raised panel wrenches, but there's plenty of complaints here about both. It's a bad combination: Tools that aren't particularly good that aren't particularly cheap, either. The COO is basically the only reason to buy them.

Not sure what there is to mourn. It's obvious that some American companies can still produce top-notch tools. But what Danaher makes for Sears is stuff that even our small community of tool enthusiasts isn't interested in. We know there are better options, and Joe Schmoe can't justify the price for the COO. So, who is Sears left to sell their poorly made US tools to?

I wish they'd just drop Danaher, but that's probably unrealistic.

 

[earlthegoat2]

The wrenches and sockets are fine. The problem with the wrenches is asthetic. The sockets grip and dont round off nuts and dont have regular breakage problems.

The raised panel ratchets are terrible though and always have been.

 

[skiingman]

Fact is, there was a time when your father and grandfather--both homeowners and DIY kinda guys--told you that Craftsman was the best tool out there for you.

I don't see the problem with trying to get that back. Craftsman doesn't compete with Snap-on and other tool truck brands... they've always been known as the top-of-the-line brand for home-owners and weekend warriors.

Sorry, but your thoughts about Craftsman brand identity and quality are out of date. My father and grandfather both had Craftsman tools. I have some as well. I recently went to get a rebuilt ratchet for one that broke after years of use: They didn't have a reman so they handed me a new Chinese made one off the shelf.

It broke the first time I used it. I took it apart and found a variety of manufacturing errors and a couple key parts that have been downgraded since the manufacture of my 90's era stuff. I'm not going to even bother getting a replacement....my knuckles are worth more than a crappy ratchet.

Craftsman is certainly not the top of the line brand for homeowners. That is a ridiculously uninformed statement. Many of the hand tools you can buy at Harbor Freight are lightyears better than much of the garbage with the Craftsman brand on it now. As are the Taiwanese or Chinese tools available at other big box locations that are much more relevant in today's marketplace than Sears or K-Mart.

Selling junk hand tools to the broadest audience is a perfectly good business plan, except that consumers have more information now than ever and all of the opinion leaders are going to loudly proclaim there are better options at lower prices from stores today's homeowners visit more often than Antique and Roebuck.

 

[allinon72]

There is a flaw in this strategy by Sears. This group of people looks for the cheapest tool possible and has no concept of quality or usability. Everyone knows that Sears as a department store is a sinking ship...these folks are not going to go to Sears just to get Craftsman tools. They will buy "Ultrasteel" from Walmart and call it a day.

All the while, alienating what has historically been Craftsman's base (some of us!).