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On this edition -- conference room -- -- gonna talk about the custodians of a legendary American program.
I -- -- called the craftsman experience in downtown Chicago.
This is a place where all of the -- I think consumer about 6000 Michael councilman tools craftsman tools for consumers.
More than 8006000.
For consumers across a wide range categories lawn and garden tools power tools you name -- we this place is packed with all that sort of thing and maybe you see them all over the walls.
I think our dads all probably use to craftsman -- somewhere along the way.
But this is an exciting time for -- -- because you're taking this brand and what used to only be sold.
It's Sears stores you know -- on the other places and you're trying to engage and take this brand to a place it's never been before.
We are taking it to a place it's never been before but it's really not about being on everyone's distribution shelves it's being in everyone's minds and in everyone's homes this experience -- where you are today.
Is all about connecting its -- content.
It's using how -- it's using projects people want to do you want to understand.
In helping them get to Iraq north master craftsmen -- -- is more to -- a a believer hinge there so there you go he -- he is.
Is it that I get that everything -- OK good I didn't help.
More dancing with the with the -- That you're investigator and stories is an experience -- that was a -- there or not but this these are some of the tools that we're talking about that kind of that -- go as part I mean you're trying to make the a whole -- Experience available to the -- to a guy and his garage.
Absolutely we pay attention to what consumers want and what.
He was trying to inspire them and that which one deliver product that helps him get it done whether it's this bolt on school which is a single power system in multiple heads.
Or it's our universal Max access ranch which -- very -- specific needs.
Or it's RC three drill which is the best performing power tool in its class.
We try and deliver innovation and differentiation and performance back to your strategy which is in engaging your customer as opposed to putting your tools out there in every store shelf in America.
-- -- your chief marketing officer comes in.
How do you go about engaging people these days there's a new craze on it seems like DIY.
Everybody wants to take part -- how do you get a piece of that.
The best thing is we're trying to be authentic were all about building in your hands dirty using tools that sounds.
-- building creating making growing.
And -- who -- doing is -- E-commerce counts I mean.
-- -- -- -- -- I'm a kid in the candy store attending every day I come to work I get -- play with tools I get a build things I get a -- things that you cannot.
Only build yourself a pass on your sons or daughters in the next generation it's -- skill.
And we're here to inspire the next generation of makers and that's what we're here that.
I wanna take a look at what rob Stewart here which is I think he's re finishing what looks like I don't know how old this this piece of desk is sixty years old.
And did this is a project that people would do they would say hey listen I -- resurfaces I wanna make this new maybe this was my grandfather's.
That's exactly right.
Matter fact this this came from -- like Christmas club members and it was his grandfather's.
And died brought to a someone into what kind of remake -- -- and make you more functional for him and bring -- -- life so we're gonna do was bring it.
Down -- its beer -- so to speak.
And we're gonna actually cut -- the center of this.
And in -- leather insert the -- -- -- these kind of projects of people that passion about.
But you with the legendary program I just got to ask you you're the custodian of his friend now that's been around for now.
86 years this year it's a privilege and it's a responsibility.
And the thing is what you don't wanna do is screw it out -- what what's the wisdom that you have.
As you talked about that strategy which is you could've gone a total different way some people on Wall Street would suggest I'll get it out there put on every store shelf in America.
You could've gone that route -- you know Sears and Kmart in the shop -- -- program we have the ability to distribute the product everywhere.
We have the mobile capabilities we can deliver it your home you can pick it up on store you can -- -- -- -- -- can -- -- -- Distribution is in the challenge the challenge and the opportunity.
Is the engagement connecting with people and their passions are new marketing campaign made to me.
It's all about re connecting -- passion for making it's been around for thousands of years it's part of us it's who we are.
Were connecting with now so that's what if you look at what we're standing around this work -- This was again driven -- our community members we went out to the community and asked them.
If you could build -- workshop work bench what would it be and we got all -- the ideas that we came into this experience -- and we went and we built.
And this is a very different strategy from what someone else might pursue which would be.
Always just throw the product out there will sell a whole lot more more get a bigger market share right -- The power of the brand is in the trust the performance the quality in the value that's been around for 86 years.
It's -- passion people half for doing what they do with the tools and everyone has harassment story.
I Wear shirt out on the street I inevitably get stopped and someone wants to tell me -- craftsman story.
Floyd and you see some of his creations around the experience -- here he said it best when he said.
I work eighty hours -- week so I don't have to work forty.
That's -- And that's what we want to connect.
Perhaps -- take away then for all the brand managers out there.
Focusing on the brand not so much focusing on the places where -- sold.
But focusing on program that's what they're doing your craftsman after eighty plus years.
That's latest -- -- conference Jeff Flock thanks for watch.
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