THE CLIENT
Gardner Bender
(An Actuant Company)

Gardner Bender’s new Circuit Alert line of thirteen professional-grade electrical hand tools enable users to detect AC voltage without contacting live wires.

THE PROJECT
Gardner Bender enlisted Johnson Direct to launch its latest hand tool innovation into the professional and DIY marketplace.

With a focus on generating industry-wide awareness, supporting sales efforts into retail and distributor channels and enhancing the company’s image as a pioneering innovator, Johnson Direct strategized and executed a multi-channel marketing campaign. A product line brochure, individual sell sheets, one-minute demonstration video and campaign-dedicated website (a.k.a. microsite at www.circuitalert.com) were developed to serve as a solid, informational and direct-response oriented foundation for the campaign.

In addition, an aggressive public relations program was put into play to garner impressive free publicity. Johnson Direct tracked and measured the results of each campaign element.

THE RESULTS
Johnson Direct’s proactive PR efforts achieved a return on investment of 11 to 1 after just 16 weeks. Every major industry publication featured one or more placements touting the unique benefits of the Circuit Alert family, including titles like EC&M, The Electrical Distributor (TED) and Electrical Contractor. DIY publications including Popular Mechanics and Handy magazine featured the products as well. FOX News broadcast coverage included a special “handyman must-have” theme, featuring the Circuit Alert tools.

Publicity drove thousands of visitors to CircuitAlert.com where they viewed the demonstration video, downloaded product sell sheets, made an online purchase or found a Circuit Alert retailer.

SERVICES USED
• Consulting
• Direct Branding
• Email Marketing
• Public Relations
• Video Production
• Website Development

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