Case Study:
General Tools and Instruments
In the world of hardware, specialty tools often hang from a pegboard or hide in a toolbox waiting for their special moment, while their power tool cousins get all the glory. So when General Tools & Instruments (GTI) wanted to generate exposure and excitement for new lines of specialty tools, they hired Kellen Communications to ratchet up the volume.
Strategy
Kellen Communications chose to tap into the media and trade industry audience at the National Hardware Show to serve as a springboard for the launch. While competition for attention at such trade shows can be fierce, a well-executed campaign can earn significant attention.
Tactics
Kellen Communications PR team developed a Power Hour Press Breakfast in the GTI booth on the show floor. Customized invitations, digital press materials, sell sheets, catalog contents and signage were developed by Kellen Creative. Aggressive media outreach to proprietary media lists was matched with compelling messaging and eye-catching creative to hook the press and reel them in. Kellen's Broadcast team videotaped tool demos, which were shown in the booth throughout the show and offered to press onsite and to who could not attend.
Results
Three dozen print, broadcast and web media journalists attended, such as Popular Mechanics, which bestowed an Innovation Award for GTI's wireless Borescope System; and HGTV, DIY Network, Home Channel News and Today's Homeowner which provided video coverage. As planned, the tradeshow was the perfect venue for creating buzz around GTI's new products. Initial coverage was incorporated into post-show media outreach, which resulted in segments on NBC's Today Show, On the House with the Carey Brothers, This Old House and dozens of other publications and websites. Who knew products such as LED screwdrivers, digital fraction calipers and a dovetail jig could be so wildly popular as to reach 14 million consumers through editorial coverage? We did.
