Craftsman wants to involve the young, DIY, discount loving crowd. They have already obtained the handy-man and tough guys, they want to market to the Y Generation. Craftsman will be able to gain an audience that will want to have the Bolt-On in their closet. They will turn into the “cool” brand as well as keeping with their toughness.
Quantitative: Craftsman wants to obtain a bigger target market. By increasing their impression numbers through social PR hits, they will gain the Y Generation audience since they are the technology age.
Qualitative: Craftsman wants them to USE the product! Create a challenge through social media and the consumer can showcase what they built with whatever “craftsman” experience they have. This will make the consumer feel proud and empowered because they accomplished a task they normally would not have.