Stanley Tools

Challenge:

Stanley Tools Professional Mechanics Tools division needed a way to get in front of major prospects, but many companies had policies prohibiting on-site sales presentations.

Approach:

A hand tool safety program, “Give Safety a Hand”, allowed Stanley to present safety seminars that featured the proper use of all the latest Stanley professional tools.  The centerpiece of the program was a series of videos starring Dean Johnson, host of PBS’s HomeTime.  The videos, each on a different class of tools, allowed Stanley to visit mechanics and supervisors five times over the course of the seminar series, featuring hands-on demos of the complete product range.

Results:

The program was highly successful on a number of levels. Stanley had been shut out of Chrysler’s North American Facilities prior to “Give Safety a Hand”.  Afterward, Stanley became a top hand tool supplier for Chrysler and “GSAH” became the official hand tool safety program for the entire company.  The videos won the Stanley President’s Award for the best program or initiative company-wide, and they became very popular with trade and technical schools across the country.  In fact, this “side benefit” – sales of videos to educational institutions – more than offset the entire cost of developing, producing and distributing the video series.