Dremel Driver Product Launch

Summary:

The Dremel® brand relies on public relations to drive sales and awareness. Through aggressive media relations and a three-city desk side media tour, the Dremel Driver and the Dremel Duo Two-Tool Kit (including the Dremel Stylus™ and Dremel Driver) were introduced to consumer, home, DIY, craft and woodworking media to ensure a successful consumer launch.

Strategies:

  • Develop a unique desk side presentation to showcase the new product assets
  • Showcase the versatility and quality of the Dremel Driver and Dremel Duo Two-Tool Kit through product mailings, an aggressive media relations campaign and a promotional consumer eNewsletter
  • Encourage online chatter with product mailings and project recommendations

Key Results:

  • Generated more than 55 million media impressions, including print, television and online media
  • Media coverage included Popular Science, Country Home, Handy, Woodworker’s Journal, Car Audio & Electronics, WGN SuperStation “News at Noon,” ToolSnob.com and Toolmonger.com
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