Strategic, Integrated PR Program Reaps 11 to 1 ROI

Client: Gardner Bender

For over 60 years, Actuant’s Gardner Bender brand of electrical tools, voltage testers, and wire management products has been a mainstay in the electrical aisle of leading retailers. In addition to professional electricians, contractors and plumbers, these products are used by “do-it-yourselfers” working on projects around the house.

As agency of record, we worked with electrical products manufacturer Gardner Bender to launch its first-of-a-kind line of Circuit Alert professional-grade hand tools. The goal? To generate industry-wide awareness for the unique tools, support sales efforts in retail and distributor channels, and enhance Gardner Bender’s image as an innovator.

With a focus on generating industry-wide awareness, supporting sales efforts into retail and distributor channels and enhancing the company’s image as a pioneering innovator, Responsory strategized and executed a multi-channel marketing campaign. A product line brochure, individual sell sheets, four minute demonstration video and campaign-dedicated website were developed to serve as a solid, informational and direct-response oriented foundation for the campaign. In addition, an aggressive public relations program was put into play to garner impressive free publicity. Responsory tracked and measured the results of each campaign element.

RESULTS: Our proactive PR efforts achieved a return on investment of 11 to 1 after just 16 weeks.

• Every major industry publication featured one or more placements touting the unique benefits of the Circuit Alert family, including titles like EC&M, The Electrical Distributor (TED) and Electrical Contractor.
• DIY publications including Popular Mechanics and Handy magazine featured the products as well.
• FOX News broadcast coverage included a special “handyman must-have” theme, featuring the Circuit Alert tools.
• Publicity drove thousands of visitors to CircuitAlert.com where they viewed the demonstration video, downloaded product sell sheets, made an online purchase or found a Circuit Alert retailer.