If the financial success of big box stores such as Home Depot and Lowe’s is any indication, even those of us who aren’t very handy are spending at least some of our disposable income on DIY projects. This begs the question: How do you market a DIY product which needs to be explained to the average consumer? Media Relations specializes in helping our clients accomplish this feat. Here’s what we think you need to know to market products sold by home improvement stores.
Tell consumers about your product using every promotional channel available to you. Ads are one place to start, and today our digital advertising services are growing in popularity. But if someone doesn’t understand why he should buy a compound miter saw for a project versus a radial arm saw, even an expensive print ad won’t give you enough space to explain those differences.
Lowe’s and Home Depot are moving in the right direction. If you’ve been into one of their stores lately, you may have noticed that they have informational signage at eye level. Shoppers can refer to the pictures and descriptions to decide which materials they need to complete their projects. This knowledge empowers consumers. They feel smarter about their product selections. And make no mistake: That has a halo effect on the brands they choose.
This in-store experience is a start but it’s only a fraction of what you can do to educate consumers about your DIY product. Consider the example of low-VOC interior paints. I suspect that most homeowners who purchase them are doing so, at least in part, because of media stories explaining the dangers of indoor air pollution and how to reduce it. The media coverage has created a desire for low-VOC paints among a large percentage of consumers. We’ve arranged thousands of media stories. We know the power of a well-orchestrated publicity campaign. Social media and web content are also part of a fully integrated marketing program.
Today’s higher existing house sales are fueling a healthy market for DIY products. People are updating their homes before listing them for sale, and customizing homes they’ve just purchased. Among the biggest trending categories are:
Low-maintenance and maintenance-free products
Energy-saving products
Storage solutions
Home office solutions
High-end kitchen products (everything from appliances to countertops)
Our publicists are talking with reporters and producers every day. They’ve asked me to find them unique home improvement and outdoor products that they can pitch to the media. You see, the media loves to tell stories about topics that are of interest to their audiences. And right now, anything having to do with the home and outdoor living is hot.
Let’s talk about how we can include your product in our conversations with the media. Call me at 952-697-5269 or use our contact form.
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