Dremel To Launch Pinewood Derby® Days

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Beginning every other Saturday, from January 7, 2012 – February 18, 2012, 11:00 AM – 1:00 PM, Dremel will launch its Pinewood Derby® Days programs at all participating Lowe’s Home Improvement stores. Pinewood Derby enthusiasts will have the opportunity to learn how to shape their Pinewood Derby® racers with Dremel tools and accessories. Each Pinewood Derby enthusiast will get a Pinewood Derby Days patch (while supplies last)!  Andrea Ash, VP of Marketing, Dremel, speaks to the Licensing Insider about Dremel’s overall success!

BSA Licensing Insider: Tell us about your product line?

Andrea AshAsh: The Dremel brand is the creator of versatile tool systems that help people make their large or small projects a success. All of the tool systems we create have the attributes of compact size, versatility, precision and superior ergonomics. These attributes make our tools perfect for working in tight spaces, making one tool do many things, finishing the last detail and doing it all with a comfortable tool.

Most people know us as the creators of the high-speed rotary tool and for its incredible versatility and ability to take-on a multitude of applications and materials. We achieve this versatility using our many attachments and accessories. We call the combination of tool, attachments and accessories a tool system. The Dremel brand has now created other versatile tool systems such as the Dremel Multi-Max oscillating tool system, Dremel Trio multi-purpose tool system and the Dremel Saw-Max system. All of these systems share the same attributes that made our rotary tool famous.

BSA Licensing Insider: Thinking about the end user of your products, can you describe your typical customer?

Ash: There is no typical Dremel customer. The universal appeal that Dremel products have with consumers is the result of the tools being enjoyed by a wide range of users. Men, women, DIYers, crafters, professionals, artists, industrial workers, hobbyists, and more. We run the gamut.

BSA Licensing Insider: Where can a consumer buy your products?

Ash: Dremel products are available at most hardware and home improvement centers nationwide, or you may visit dremel.com.


BSA Licensing Insider: How has the Boy Scouts of America license helped you grow your business?

Ash: The Boy Scouts of America license has been a significant asset. The Dremel brand and Lowe’s home improvement centers teamed-up to help introduce the joy of derby car racing in America to a wide audience. Because the parents of the racers were using Dremel products to help fashion their child’s car it was an ideal situation for Lowe’s and Dremel to work cooperatively. Having the Boy Scouts of America license lent new awareness and credibility to what we were doing. The Dremel brand was allowed to use the Pinewood Derby name in its marketing efforts and apply the BSA seal on product packaging. Now the parents of Scouts Pinewood Derby enthusiasts everywhere know the help they receive from Lowe’s and the Dremel products they purchase will help them make the best Pinewood Derby car possible.

BSA Licensing Insider: In your opinion, what is the key to successful innovation in your business and industry?

Ash: Listening to your customer. It sounds simple and basic, but the level at which the Dremel brand does it is quite extensive. We feel the most valuable feedback we can receive is listening to what our users tell us and then implementing that feedback in the form of the services we provide and the products themselves. Businesses that try to invent products in a vacuum are most likely destined to fail.

BSA Licensing Insider: What new and exciting products do you have in the pipeline that you can share?

Ash: We’d love to share news about our latest versatile tool system, the Dremel Saw-Max. After extensive listening to our users, we found out that many people are intimidated by a full-size circular saw to make common cuts around the house. Many look at the 7 ¼” toothed blade and substantial size and weight of the circular saw and say no thanks. We invented the Dremel Saw-Max for people who don’t need a full-size saw to do the job and for those who want an easy to use tool that makes cutting simple.

The Dremel Saw-Max is one third the size and weight of a circular saw yet it’s powerful enough to cut through virtually any material and simple enough to be able to control with one hand. Its compact size and ergonomic design makes it easy to handle, easy to follow the cut line, and easy to store. The Dremel Saw-Max lets users cut with confidence because they know it will get the job done quickly and get it done right.

The Dremel Saw-Max is being received very well by consumers. So whether Saw-Max is the user’s first introduction to the Dremel brand, or they are discovering Saw-Max as a long-time user of other Dremel products, the good feelings that consumers experience when using our tools are similar because the attributes of our tools are the same.

BSA Licensing Insider: What is the single most important ingredient in Dremel’s culture that contributes to its overall success?

Ash: Going back to your previous question about the key to successful innovation, the ingredient in Dremel brand culture is listening to our customer. We believe in it so strongly that anyone visiting our website is provided the opportunity to share their product ideas with us. Those people with ideas that make it past a vetting process can actually receive monetary compensation for their ideas.

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