REVOLUTION PORTER-CABLE History DELTA History BIESEMEYER History

Today, we mark the entrance into a new era of woodworking excellence with a totally integrated marketing initiative for DELTA and PORTER-CABLE. In the paragraphs that follow, you will begin to understand the significance and impact this new strategy will make in the lives of these great, legendary woodworking brands and what this means for our customer–the woodworker.

A Brief History

PORTER-CABLE and DELTA began early in the 20th Century (1906 and 1919 respectively) and were direct results of fulfilling the American Dream. For both companies, the principals had one goal in mind: to provide quality tools and products that made the work of journeymen and professional craftsmen easier. Their tools were of the highest quality and reliability. It was not uncommon for a single power tool to cost a month’s wages. The added production and efficiency afforded by the innovative offerings made this a relatively easy sale. Tasks that once took weeks or months were now reduced to hours or days.

DELTA and PORTER-CABLE have common roots that date back to 1960. This was the year PORTER-CABLE and DELTA became a part of the same company. The combination of PORTER-CABLE and DELTA gave the company a wealth of patents and combined intellectual property from over 50 years of excellence in woodworking power tools.

Toward the end of the 1980s, there were various joint projects between the DELTA and PORTER-CABLE brands. Both brands have long been the leaders in their respective categories of stationary and bench top woodworking equipment and portable woodworking power tools. By the end of the 1990s, both companies became more closely aligned by sharing the same manufacturing and distribution facilities in Jackson, Tennessee.











TWO BRANDS. ONE MISSION:

PRODUCT AND BRAND DOMINANCE IN WOODWORKING POWER TOOLS AND ACCESSORIES.

As mentioned earlier, both DELTA and PORTER-CABLE were founded during an era when quality and workmanship were the top priorities and were essential in building and maintaining a successful brand. By adhering to this principle of quality, both brands secured positions of trust with our target end-user: the professional woodworker. In 2006, PORTER-CABLE celebrated its 100th anniversary.

This was no small feat. No other power tool company can lay claim to this monumental milestone. This was an excellent opportunity to reflect on the rich history of both brands and to ensure the lessons from past experience are not lost. While everyone associated with bringing the final product to market considers this past association an honor, we are not blinded by the fact the end-user does not purchase tools based solely on history. Those were great times of equity building for the brands. It is our mission to secure an even greater place in the minds of the end-user and have even greater equity in these great names than ever before.

IT ONLY MAKES SENSE.

Considering the long history and association of the brands, there is a lot of practical worth to utilize each brand’s marketing channels as a new conduit to communicate with the other’s customer base. Market research shows that both brands are equal in relation to market position. Since there are no competitive product categories between the two, there are no loyalty conflicts to arise from brand loyalists.

HERE ARE THE FACTS:

  • PORTER-CABLE and DELTA have been sister companies for nearly 50 years.
  • Both brands have been closely affiliated for nearly 20 years.
  • Both are brands of long-standing heritage in excellence.
  • Both are number one in their respective product categories.
  • Both brands compliment each other and do not compete.
  • Both have been tightly integrated in the same facility for almost 10 years.

TRUE SYNERGY:1+1>2

One term that gets used a lot in business is “synergy.” This is one instance where the term truly applies. The definition applicable here would be the efforts of two parts combined having a greater impact than the efforts of two parts acting independently. This is truly the desired result in this endeavor. By making marketing activities a joint endeavor and leveraging the influence of each brand, we will be able to greatly increase the number of impressions and exposure of each brand. It is a fact that anyone who is a potential customer for table saws will also be in the market for random-orbit sanders and vice versa. Utilizing the same communication channels will help to ensure each brand’s message is received by a much larger audience.

WHAT WILL CHANGE?

There will be two highly visible changes. A new marketing strategy will be initiated, which will employ a new Industrial Design for both brands. Another very important element is the new Visual Design Language for both brands.

 

The new Industrial Design

One thing that will be immediately evident is the new Industrial Design (ID) for both brands. With PRECISION and Refinement being at the core of both brands’ DNA, the look and feel of the product will reflect these traits. More importantly, this new ID will be patented and trademarked so that the copycats of times past will no longer be able to follow so close in our tracks. While further separating us from the pack, the new ID will give our tools a consistent family look.

 

The new Visual Design Language

Something else people in the market will take note of will be the new Visual Design Language (VDL). While both brands will not share the same space in point-of-purchase materials, the graphic design for both will share a common look for all collateral materials. The common template will be distinguishable through brand logos and brand colors. This will allow anyone, whether studying the advertisements in their favorite professional woodworking periodical or reviewing product specifications on a product hang-tag, the end-user will easily associate the two brands as being sister products.

 

More deliberate co-marketing endeavors will be evident in high profile areas such as product catalogs, trade shows, website, apparel, premiums, etc. All of these opportunities will be seized to take advantage of increased channel exposure. The obvious savings of producing one product catalog and one website will be minimal compared to the added boost by pushing the total brand message out to a greater number of potential customers. This is the real reason behind the strategy.

A NEW ERA IN WOODWORKING EXCELLENCE

All of us here at DELTA and PORTER-CABLE see this event as much more than a new way of doing things. This is a monumental occasion in the life of these historic brands. This is somewhat of a re-birth. Both brands are already at the top of the heap and have never declined into a state of obscurity. There comes a time, though, when you step back and take a look at where you’ve been, where you are, and where you want to go and then determine the best course of action. This is that time. Building on a rich heritage and current market supremacy, the plan is to take these brands to the next level. Still committed to providing quality woodworking tools and machinery, which deliver the consistent precision results the professional demands, PORTER-CABLE and DELTA will indelibly forge their names in the minds of a whole new generation of woodworking professionals. What a great way to begin a second century: at the top and pressing upward!

WHAT DOES ALL OF THIS MEAN FOR THE PROFESSIONAL WOODWORKER?

This means the woodworking professional is assured of a continued commitment to quality and innovation in the brands they have trusted their whole lives. Where they have had pride, trust and legacy, they will find a new energy, excitement and passion.