Senco, one of the world’s leading pneumatic tool makers, had fallen on hard times. A downturn in the housing market led to bankruptcy and tarnished the brand with professional contractors. Despite that, Senco had continued to innovate. Its Fusion finish nailers promised to revolutionize power fastening by combining the benefits of a pneumatic tool without the hose and compressor. They had to get the news out – fast.
Freeman was brought on to drive home the enormous advantages of the new Senco Fusion nailer, focusing on power tool category influencers and relevant trade and consumer media. We developed a public relations plan to maximize media coverage and shift the conversation from the company’s financial difficulties to contractor empowerment.
We ran demos at the International Builders Show, and submitted Fusion for a range of new product awards. We blitzed key influencers and bloggers to test and review the product, and reached out to television producers to secure brand mentions. Finally, we launched Senco’s Facebook and Twitter communities to start conversation directly with contractors – and developed a long-term social media plan that would continually grow the company’s fanbase.
Coverage of the launch radically changed perceptions of the company. The new product featured in major industry publications including This Old House, Building Products, HANDY, Woodworker’s Journal, Tools of the Trade and Popular Mechanics. Blogs like Tool Snob, Tool Guy’d and ProToolReviews.com as well as shows such as “HGTV’d,” DIY Network’s “Cool Tools” and “Hometime” also featured the Fusion. Plus, Senco won big with Tools of the Trade’s Editor’s Choice Award, Building Product’s Most Valuable Product Award, Family Handyman’s Best in DIY and HANDY’s Innovation Award.