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 Service: Advertising (Launch of the Hand-spun Wheel Balancer product line)

Challenge:

• Enter an existing marketplace for automotive aftermarket wheel and tire services with the offering of a lower cost non-motorized wheel balancer
  

• Overcome market perceptions that low-speed hand-spun balancers are not accurate enough or are too labor intensive
  

• Capitalize on dealer promotions to generate exposure and sales of balancers to existing customers through trial incentives

Strategy:

• Created two product ads touting the safety and convenience benefits of a low-speed hand-spun wheel balancer
  over motorized products, and ran the ads in tire specialty and wheel service publications
  

• Developed collateral material for dealer education and as hand outs for technicians that highlighted the benefits of hand spun balancing
  

• Developed training and presentation materials for the distribution managers
  

• Created and placed publicity in appropriate trade publications for the purpose of educating the marketplace on user benefits of portable, hand-spun balancers

Results:

• Sales of hand-spun balancers skyrocketed as technicians realized the versatility and portability of the balancer.
  It also freed up floor space, lowered operating costs (no electricity required) and offered significant safety advantages over high-speed motorized balancers.
  

• Market education was effective in introducing the benefits of low-speed hand-spun balancing, (i.e. portable units for large trucks, no power required, safety, and specialized attachments for motorcycles, aircraft, and specialty rims)

• Advertising messages provided “proof” of accuracy through the use of comparison graphs, text and customer testimonials

  Other Services:
  

• Public Relations
  

• Strategic Planning

• Positioning and Messaging
  

• Packaging
  

• Booth Graphics
  

• Signage
  

• Collateral Materials

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