Response Magazine

fered for Internet and television sales. DRTV discounts can be substantial, with a possible MSRP for the Drill Doctor of $112.95 promotion priced at $59.97. Calls to Pro Tool’s sales, customer service or technical support teams are seamlessly passed to Medallion for fulfillment.

Still the drive to retail remains paramount. “Because we have models that appeal to anyone from the home hobbyist to the professional tradesman, we typically promote the brand more than a specific tool,” says Blodgett. “We definitely experience a spike in retail sales after an infomercial. And while our DRTV doesn’t pay for itself, it does help to offset our advertising costs.”

Today, Drill Doctors sell at major hardware retailers such as Sears, Home Depot, Lowe’s, True Value, Do it Best, Menards, Ace, Amazon.com and through automotive after-market suppliers, indus-

Pro Tool’s Web site for Drill Doctor,
www.drilldoctor.com, builds off of the
DRTV campaign to boost sales both
directly and at retail.

trial tool suppliers and distributors in 25 countries.

Garnett recommends that his retail

clients eschew the “As Seen On TV”
verbiage. “To most consumers that red
logo appears gimmicky,” he says. “Drill
Doctor is an excellent tool that you’d
expect to see in any good retail store.
We don’t want to cheapen it.”
Such is the experience of Pro Tool,
a small manufacturing firm in a tiny
town tucked into Oregon’s Siskiyou
Mountains — a company that prides
itself on its quality of life as much as
its quality products and quality ad-
vertisements. Plaques line company
walls from: “Top 50 Small Company
Employers,” per Oregon Business Mag-
azine; and “Families in Good Com-
pany” to “Best New Product,” Handy-
man Club of America; “Retailers
Choice Award,” National Hardware
Show; and “Top 100 New Products,”
Do-It-Yourself Retailing magazine.

For the folks at Professional Tool Manufacturing, different is definitely good. ■

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