BY CAROL WISSMANN
Corporate Case Study
DiffeDreenst by ign
The latest DRTV campaign from Professional Tool
Manufacturing highlights its new Work Sharp product.
But the company also continues to break ground in the
branded long-form DRTV environment.
Homes in vintage Victorian. A 100-acre town-center
of trees, trails, tennis courts and duck
ponds. Fountains of mineral
water. A university. An
outdoor Elizabethan Theater and
Shakespeare Festival. Recreational opportunities from
biking Bear Creek, to ski runs
and cross-country trails just
15 miles from downtown, or
river rafting on the nearby
Rogue.
In 2007, Professional
Tool Manufacturing
(Pro Tool) introduced
a multi-product
informercial for its
new Work Sharp
product and its
stand-by, Drill
Doctor.
Such is Ashland, Ore., population 21,000, just 15 miles north of
the California border, “but a world
apart from everywhere else,” according to the folks at Professional
Tool Manufacturing (Pro Tool). The small, 80-
employee, privately owned firm has, for more than 30 years, prided
itself on participating in the Ashland lifestyle — asking that its employees,
as part of the company’s core values, manifest honesty and integrity, love and
respect, and last, but not least, enjoy what they do.
As manufacturers of the hugely successful Drill Doctor, a drill bit sharpener
