ATOMIC POWERED

Problem

This niche product is outstanding and delivers tremendous value. However, traditional product testing showed very low interest — because consumers did not know they needed a drill bit sharpener. Generating interest required long-form communication showing the reasons to sharpen bits as well as the reasons the Drill Doctor is an exceptional sharpener.

What We Did

Atomic started with message research — both focus groups and quantitative. Through this, we learned 6 important values delivered by sharpening drill bits (e.g. “keep your momentum moving to get more done”).
Based on this research, we created a ½ hour infomercial for the Drill Doctor focused on the advantages consumers would find by having a drill bit sharpener and the reasons the Drill Doctor makes an outstanding sharpener.

Results

The show first aired in November 2001 and is the longest continuously running tool infomercial in history. It remains on-air today due to solid TV sales and a tremendous impact at retail. Fully 1/3 of retail purchasers “first learn” about the Drill Doctor from the infomercial. Even more important, on-air sales in 2006 were stronger than ever generating slightly higher sales revenue per media dollar than in 2001-2005.
Since the infomercial’s release, over 2,000,000 Drill Doctor’s have been sold between on-air sales and retail. This is astounding for a product where ½ of purchasers own arc welders — the “I’ve arrived” tool of the intense DIY’s.