Replies

1. 
   YesMaam27577 | Jun 03, 2003 03:10am | #1

   No, I haven't seen that particular marketing blitz.

   But my faith in Delta has slipped quite a bit in the past few years. I used to think that their tools were a cut above most of the others.

   Not so anymore..........

   One recent misstep (my opinion anyway) was when they started selling three "catagories" of power tools. Best I can tell, the lowest category is comprised of the tools that they couldn't sell two years ago; the middle category is those that didn't sell last year; and the top category -- the only one which includes anything I might consider -- includes the stuff that might be able to compete with Jet and some of the other names.

   Vast projects should not be founded on half vast ideas.
2. 
   SCFrankland | Jun 03, 2003 03:56am | #2

   Here is what I copied off there website:

   JACKSON, Tenn. (May 28, 2003) – With an unprecedented five-year warranty and X-treme Savings Book worth more than $2,000, the new Delta X5 series provides woodworkers with more than top-quality, precision tools. The Delta X5 series by Delta Machinery includes 16 special edition industrial tools: five Unisaws¯, two Contractor’s Saws¯, 14-inch band saw, drum sander, heavy-duty shaper, 16-inch steel-bed lathe, 15-inch planer, 12-inch radial arm saw, 8-inch precision jointer, 6-inch professional jointer and 16½-inch variable speed drill press.

   “To introduce the Delta X5 series tools, we are offering extreme savings with every purchase,” said Chuck Hardin, director of marketing for Delta Machinery. “Consumers who purchase one of the special edition tools can receive up to $2,700 worth of savings. It is almost like putting money back in your pocket when you purchase a Delta X5 tool. The Delta X5 product line consists of our best industrial quality tools designed for serious woodworkers and professional woodworkers.”

   With the purchase of an X5 series tool, woodworkers can select one of four free tools valued at up to $199 or a $50 rebate. In addition, they can receive up to $500 in accessories for free, including industrial quality blades, professionally laminated table boards, precision ground cast-iron wings, dust collection connectors, zinc-plated handles and knobs, and deluxe industrial fence packages. Also, a certificate for the Delta X-treme Savings Book is included with every X5 series tool.

   The Delta X-treme Savings Book comprises coupons worth more than $2,000 in savings from Delta and other top-quality woodworking brands. In addition to offering rebates on Delta Machinery and Porter-Cable tools and accessories, Delta Machinery partnered with companies to offer discounts and rebates on woodworking magazines, books, videos and schools; and materials such as glues, adhesives, clamps and finishes. Partnering companies are American Woodworker, American Sycamore Woodworker’s Retreat, Bahco, Bessey, Biesemeyer, DMT, Fine Woodworking, Marc Adams School of Woodworking, Oldham, Porter-Cable, System Three Resins, The Tauton Press, Titebond, Watco Products, and Woodworker’s Journal.

   The new Delta X5 series tools will be available at Delta industrial distributors and dealers throughout the United States and Canada.

   About Delta Machinery
   Headquartered in Jackson, Tenn., Delta Machinery, a subsidiary of Pentair Inc. (NYSE: PNR), is the leading manufacturer of the world’s most complete line of woodworking machinery, stationary equipment, and related accessories for use in home workshops, building and construction trades, industry and schools. With its manufacturing operation centralized in Tupelo, Miss., Delta Machinery owns and operates a subsidiary, Biesemeyer, located in Mesa, Ariz. For more information, visit the Delta Machinery Web site at http://www.deltamachinery.com.

   Scott C. Frankland

1. 
   forestgirl | Jun 03, 2003 08:43pm | #4

   [Meant to address this to "ALL"]:

   It appears to me that Delta is focused on improving their competitiveness with the lower-end tools that so many people are buying at the big box stores, while still keeping a line of professional tools such as the Unisaw for more serious woodworkers.  By establishing 2 (or 3?) distinct lines of tools, they can specifically target different groups of consumers.

   I don't have a problem with this approach.  It actually should make it easy for us to discriminate between the two different groups, Delta won't lose ground in the mass market, and the upper-level line should remain unharmed by any watering-down tendencies.

   The whole X thing (and our reaction to it) just goes to show that the younger generation is probably getting into home improvement (home=responsibility, WHAT?!) thing and we are getting older (sorry to break it to you).

   My stepson, who just turned 30, got engaged and bought his first house, used to run around in his blue Camaro wearing a black leather jacket, smoking cigs and being alienated.  Now he spends his weekends working on his little "starter home" (a starter home in West Seattle runs a couple hundred thou), doesn't smoke, and is a charming young man.  This is the generation they are marketing to, and they have to go with what works.

   forestgirl -- you can take the girl out of the forest, but you can't take the forest out of the girl   ;-)

   Edited 6/3/2003 1:44:25 PM ET by forestgirl

1. 
   ToolDoc | Jun 04, 2003 07:05am | #5

   First Lady of the Forest: Jamie "We are getting older"  OH NO , LOL .. Gee you sure know how to make us all feel good huh? hehe..Next time you want to enlighten us about our age plz break it to us more gently ok buddy..Althou I must say for an slightly older Gal you still look quite good..<G>  ok IM going back to hide in the shop..

                                    ToolDoc

   Edited 6/4/2003 12:08:55 AM ET by TOOLDOC

2. 
   ETG | Jun 04, 2003 02:28pm | #6

   Forestgirl:

   Excellent points - we all forget that ultimately all business are there to make a profit (and that's not a bad thing).  So they have to be aware of the buyers out there and your stepson is a perfect example.  He is a god candidate for a miter saw and/or a low/mid end table saw, a battery drill, random orbit sander, maybe a belt sander - and you see the dollars mounting up.  Those of us who save their pennies for the "big one" (this year it's a PC 7518 router for me - great machine) for that once a year purchase don't appear as strong on the tool manufacturer's radar screen.  And as some of us begin to look at our retirement funds, we want to see financial growth which means Pentair and Lowes and WalMart - let's see nice profits!  A real conundrum!

1. 
   forestgirl | Jun 04, 2003 07:24pm | #7

   Well said, E.G.!  Hopefully, there are enough of us buying Unisaws and PM66's that they'll keep producing them (I'm sure there's no danger there). 

   A theory occurs to me:  What's driving this development of low-end tools distributed to all the big box stores is the dramatic increase in DIY involvement by the average Joe and Jill.  This population of consumer isn't going to buy a $350 router, they're not into woodworking as a dedicated passion and they need a completely different class of tool.  With today's high-tech plastics, automated production techniques and overseas production, those tools can be produced at a price point that works for that group of consumers.  They may be junk to us, but they are what those customers are willing to buy.  A percentage of these DIYers will discover the joy of ww'ing, realize what a "good tool" is and move up to decent stuff.

   It could even be that the big box stores would not be so ubiquitous if it weren't for those DIYers.  I doubt that the contractor demand alone could support such big stores.  Does this "hurt the little guy" -- the small neighborhood hardware store.  Well, yes, if they can't figure out another way to capture the local audience.  Our little island of 18,000 or so people has a small hardware store called Winslow Hardware.  It's been here forever, it seems, and went through some scary times when Home Depot, et al., opened up 25 miles away.  But they studied the local clientele and their interests and demands and added merchandise to match.  They joined the Coast to Coast family of stores to ensure good inventory supplies and advertising support from them.  They also advertise heavily on cable TV, emphasizing their personalized customer support, which they do provide!  Their personalized paint service (computer matching, design help, etc.) got so much in demand that they even opened a completely separate store just for paint.  A true success story, and it took a great deal of imagination, hard work and business savvy to pull it off!forestgirl -- you can take the girl out of the forest, but you can't take the forest out of the girl   ;-)

1. 
   ETG | Jun 05, 2003 04:36pm | #8

   Yes, yes - you are absolutely right.  And I love those little hardware stores - along with visiting all those "offshore" tool plants to put to rest what/how they make various brands off the same line, I'd love to visit and write a book about all those wonderful little hardware stores that have figured out how to compete.  Those little stores have to be creative and differentiate themselves from the big boxes and hopefully they will continue to do so.  I literally go 20 miles out of my way to frequent several small hardware stores and lumber yards because of their dedication, depth of product and the fact that I can deal with the owner.  I also deal with an industrial supplier who carries many lines and is locally owned - they care, they back-up the warranty for the products they sell (I had a bolt break on a new Delta tool - one phone call and my new part was there in 2 days - my supplier took care of all the details).  Maybe FWW should feature these 'little gem" stores periodically - I know we all some some great ones in our respective areas.

3. 
   ToolDoc | Jun 03, 2003 07:01am | #3

   SCOTT: I think Delta would of been better off coming out with a Delta Girls Pin Up Poster instead of promoting all this Halabaloo about the X5 line..LOL...

                                         ToolDoc