"Spending any amount of time in front of a TV is sure to acquaint you with a brand's latest marketing materials. At the same time, there are some tool brands that you likely know, yet you can't think of a single time you've seen them advertised via commercials. Snap-On is one such tool source, with its lack of in-your-face advertising being by design rather than a marketing team flub."
"Instead, it focuses on making direct sales to tradespeople in need, allowing the quality of its tools to speak for itself. It relies on those who utilize its product to understand that, while they do cost a pretty penny - like Snap-On's cordless power tools, which are crazy expensive - the quality is second to none. Word of mouth and reputation do all the heavy lifting."
Snap-On avoids heavy consumer advertising such as TV spots and large ad campaigns, instead using targeted, traditional marketing and distribution. The company has run print ads historically but emphasizes direct sales to tradespeople and relies on product quality, reputation, and word-of-mouth to drive sales. Snap-On's tools are premium-priced, with items like cordless power tools being expensive, and the brand positions cost as justified by superior quality. The company maintains an old-school business approach while continuing to grow and evolve, choosing not to invest heavily in retail showroom space or mainstream advertising channels.
Read at SlashGear
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