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DRTV Brand Agency Atomic Direct Revises Kreg Tool Infomercial; 
Research Shines New Light on Kreg Customers



Portland, OR – One year after its successful September 2008 debut, Kreg Tool Company has released an updated version of their infomercial.

This campaign is created and managed by brand DRTV agency Atomic Direct.

Kreg’s infomercial has allowed them to reach a new audience with their $100 tool that simplifies the process of building with wood. In order to build on this success, Atomic conducted research with the infomercial and with infomercial-influenced purchasers to generate new insights to strengthen communication with this new market.

Based on these insights, Atomic revised the infomercial to maintain the extensive progress Kreg has made in the consumer market and to continue to expand the product’s appeal.

Atomic Direct teamed with veteran market research consultant Carla Roberts to execute the quantitative and qualitative consumer research. “I’ve worked with Atomic for years as they have brought the tremendous power of market research to bear for their clients,” observed Roberts. “In fact, the Kreg infomercial’s initial success was driven from our work together. It’s always important to follow up initial success with research to find even better ways to grow marketing efforts. Atomic Direct’s team is superb at turning what we learn in research into on-screen impact for their clients.”

“We differentiate ourselves with our innovative research process” explains Atomic Account Director Skye Weadick. “Our clients benefit from a better understanding of their customers and how they interact with their product or service. This understanding drives both higher direct and higher retail sales.”

Atomic Direct specializes in brands, consumer strategy, infomercials, and driving sales with television. Atomic has developed DRTV campaigns for established brands like AT&T, AAA, DuPont and Rubbermaid as well as emerging brands like the Drill Doctor, White’s Electronics and Kreg Tool. For more information, visit www.atomicdirect.com.


Located in Huxley, Iowa, Kreg Tool Company is a leading U.S. manufacturer of quality 
woodworking tools. In 1989, Kreg pioneered the original Kreg Jig®, helping to bring the speed, strength, and simplicity of Pocket-Screw Joinery to the weekend woodworker.  Kreg products are currently sold in hundreds of fine woodworking stores and home centers across the United States, including The Home Depot, Lowe’s, Sears, Amazon, Woodcraft, Menards, Rockler, and more.  For more information, visit www.kregjig.com.
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