Canadian Tire puts forth a Maximum effort

New program promotes its professional-grade tool line

Canadian Tire is putting its Maximum Tools products into the hands of contractors and tradespeople across the country in an attempt to demonstrate their capabilities to a demanding and discerning customer base.

Cindy Graham, associate vice-president of brand marketing at Canadian Tire, said obtaining testimonials from professionals who are demanding and hard on their tools is an effective way of proving the quality, durability and reliability of the Maximum Tools products.

“We’ve been selling tools for decades, so we’re constantly aware of tool trends and the needs of tool users,” said Graham. “In the case of Maximum, it was honing in on the unique needs of trade professionals – people who use our tools for their livelihood.

“It’s not Canadian Tire telling you these tools are great, it’s your peers,” said Graham. “When you’re talking to trade professionals you’re really focusing on quality, delivering against performance claims, and durability.”

A 90-second extended spot on YouTube features a truck branded with the Maximum Tools logo dropping off various tools – including saws, drills and grinders – at small businesses in markets including Toronto, Winnipeg and Vancouver.

The ad features users’ reactions to the products, and also directs viewers to a dedicated URL that provides overviews of select Maximum Tools products along with more in-depth customer testimonials.

Maximum Tools is a private label brand catering to professional tradespeople and what Graham described as “highly skilled DIYers.” It has grown to more than 850 SKUs since its 2014 debut.

“I think a lot of it is the confidence and enthusiasm the merchants have about this new line of products,” said Graham of the new efforts behind the Maximum Tools line. “I think they feel really good about the way the brand has evolved. It’s worthy of some spotlight focus.”

Canadian Tire is also asking people who use the Maximum products to fill out detailed surveys about their experience. One of the questions is “What is the one thing you would do to make [the product] better?”

The company is also reaching out to prospective Maximum Tools users via banner and display ads on LinkedIn. The ads target users on pages related to tradespeople.

The new program is an extension of Canadian Tire’s ongoing “Tested for Life in Canada” program, which has enlisted approximately 15,000 Canadians – including about 1,200 tradespeople – to test its various products in real-world environments and provide their feedback.

Previous marketing for the Maximum Tools brand has included the Maximum Mural spot (below), which featured two men using a Maximum drill and drill bits to create a mural by drilling 10,975 holes in quarter-inch thick steel.

Agency partners on the current program include Taxi, Fuse, Notch (which handled digital video content production) and Touché.

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