Draper Launches New Socketry Range Completely New and a Cornerstone
Last month, ToolBusiness and Hire was pleased to be invited by Chris Bartlett, Commercial Marketing Manager, to Draper’s impressive Visitor Centre at Chandlers Ford, to be familiarised with probably the company’s largest launch of new products for decades. Dominating the centre of the huge space was a comprehensive display of all the 600+ socketry products and some of the new marketing materials that inevitably accompany such a launch. It was very clear to me that Draper has made a significant commitment to this range of products and I was intrigued to be informed that socketry and spanners have always been key in the Draper product range. Therefore, a lot rests on this launch and the products – they have to be excellent in every way to continue the tradition.
‘Strength in Quality’ Draper has adopted the strapline ‘Strength in Quality’ as the key marketing
message. It is an ambitious approach that should meet with approval from dealers and end users alike. I love using quality tools, so that part is obvious to me. But the socketry market is highly competitive and this is where the ‘quality’ aspect of the message becomes very important. Professional users are going to need to be reassured that the quality of any Draper socketry they buy will be top class – and from what I saw, they won’t be disappointed. The new, and
very comprehensive range represents a
huge investment from Draper, both in terms of research and financial commitment. Impressively, the range was also delivered within a very tight timescale and with a big emphasis on sourcing the best quality. Every single socket
14 ToolBUSINESS+HIRE
www.toolbusiness.co.uk
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