Canadian Tire Maximum Tools Tour
Ask any tradesperson if Canadian Tire provides professional-grade tools and their answer would be “No.” To change that answer to “Yes,” Canadian Tire developed its MAXIMUM tool line, which was designed to deliver industrial-level strength and quality. The retailer’s next move was to convince a cynical trades industry that the MAXIMUM brand provided exactly what they needed. That’s where FUSE stepped in.
The SituationWe had to get the right tools into the right hands: Key influencers. They would allow us to leverage the fact that word of mouth is often what convinces tradespeople to try something new. Our strategy was to take Canadian Tire’s Tested For Life in Canada program on the road with a national tour of the new brand.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
We developed branded trucks, loaded them with MAXIMUM tools, and staffed them with industry experts. Then we sent them to 8 businesses across the country that were ideal matches for the MAXIMUM brand. Each business received tools suited to help with their daily operations. After a trial period, we went back to capture their feedback on video.
Key to our success was convincing participants that there was no catch. It was essential to let them know that Canadian Tire truly valued their opinion of the MAXIMUM brand. What’s more, because Canadian Tire is in complete control of the production and R&D of the MAXIMUM line, Canadian Tire could take action based on their recommendations.
Our first sign of success was the buy-in of the businesses we chose. Owners were excited to participate. Many of the businesses were small, so getting $10 - $20K worth of tools was a welcome asset that would have a substantial impact on their businesses. Beyond reinforcing the idea that Canadian Tire truly is part of Canadian communities, the program had two key benefits:
- Tradespeople were able to see/feel/understand the quality of the MAXIMUM line first hand
- Tradespeople where shown how much Canadian Tire values their input
The program also demonstrated to our client that FUSE is able to seamlessly execute integrated programs.