LAS VEGAS: Craftsman is making its first appearance at the International Consumer Electronics Show this week to promote its AssureLink garage door opener.
Although Craftsman is not a company many would expect to exhibit at CES, it wanted to take advantage of the large media presence at the event and build a reputation as an innovative brand that makes bold communications moves, said VP and GM Kris Malkoski.
"We are trying to deliver our innovation message in unexpected ways," Malkoski said.
The brand will meet with a large number of reporters at CES, highlighting that the AssureLink product is the first garage door opener that allows consumers to open and close doors from anywhere in the world.
“As we have been recently bringing more innovations to the marketplace, we're finding that big shows like this, where the media is easily accessible, are a great way to [highlight] our innovation,” Malkoski explained.
The company will follow AssureLink's CES launch with an integrated marketing campaign including PR, TV advertising, social media, and online promotions on Craftsman.com. AOR Zeno Group is supporting the company in these efforts.
"We're really doing a 360-degree, integrated approach to make each piece support the other to get more household awareness, Malkoski said.
The brand is concurrently promoting its CTX Tractor series at the North American International Auto Show. It is the first time a tractor has appeared at the Detroit auto show, which runs from Monday through January 22.