Snap-on Scanner
Snap-on Wheel Balancer

Snap-on Incorporated, headquartered in San Jose, California, is the leading developer and manufacturer of tools and diagnostic equipment for the professional automotive technician.

Snap-on has been a DRB client since 1990. DRB works on the Scanner™ product line, a hand held diagnostic tool. DRB introduced the tool in 1990 and has launched several versions of the Scanner and other Snap-on product lines for the past eleven years.

DRB Services: Advertising, Packaging, Media Relations

Challenge:

  • To launch the Scanner™ and establish the market for a hand-held diagnostics tool in the automotive aftermarket.

Strategy:

  • DRB launched the initial Scanner with advertising focused on education and practical information of value to the technician. Spread ad formats were used consisting of a single page, 4-color product ad, and an adjacent single page, 2-color “advertorial”, highlighting specific repair tips and information.
  • Press releases, Scanner demonstrations and regular updates of press contacts helped to maintain effective press relationships
  • Introduced the Scanner and established market acceptance for the hand-held, all-purpose diagnostics tool
  • Created demand for the Scanner from technicians and mechanics by educating them on how to use the Scanner to improve their shop’s bottom line
  • Established strong internal marketing/training to ensure product acceptance and promotion by independent dealers (Snap-on trucks)
  • Developed a free training video on how to use the Scanner that was distributed with the product
  • Generated press releases that were distributed to key editors and sent the Scanner to editors for their evaluation and use
  • Designed and produced contemporary packaging to distinguish the product
  • Provided sales messages for the dealer and reinforced advertising
  • Utilized satisfied customer stories to reinforce the value of the product to the technician in terms of their investment, and Snap-on’s commitment to the automotive aftermarket

Results:

  • Successful penetration of the automotive aftermarket and strong initial acceptance of the Scanner as a viable option to more expensive, dedicated equipment
  • Feature articles in key trade publications legitimized the marketplace for hand-held scan tools in general, with the Snap-on Scanner being established as the “tool of choice” (Today, the Scanner is the #1 Scan tool in the automotive aftermarket and is even used at the factory/dealership level).
  • Video and training materials created by DRB have successfully educated technicians on the ease of use of the product, and stimulated product exposure resulting in increased demand for the Scanner at the dealer level
  • DRB’s product packaging has reinforced the Scanner product value and offered aggressive discount programs, creating unparalleled dealer support and promotion in the field
  • DRB continues to place appropriate articles in key trade publications for the purpose of educating the marketplace and maintaining the Scanner as the “tool-of-choice”, thereby strengthening Snap-on’s position as the market leader.

    Other Services:

  • Strategic Planning

  • Positioning and Messaging

  • Booth Graphics

  • Signage

  • Collateral Materials

 

 

 

 


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