Following the success of the inaugural consumer-facing national home improvement promotion in 2018, the British Home Enhancement Trade Association (BHETA) has launched the 2019 follow up initiative, which will take place in April.
Now titled National Home Improvement Month in response to feedback from the trade, it will again be coordinated by BHETA and backed by some of the leading brands in the home improvement and DIY industry.
Using the registered tag line ‘Love The Home You Live In’, the consumer awareness month will see top suppliers such as Fiskars, Husqvarna (Gardena, Flymo, McCulloch, Jonsered, Universal), Shurtape (Frog Tape, Duck Tape, T-Rex Tape), Sherwin-Williams (Valspar and Ronseal), Gorilla Glue, Schneider Electric, Croydex, Urfic UK, ZEP UK, L G Harris, Yale, Nilfisk and Doulton Water Filters working together to engage with consumers and stimulate retail sales before and during the key Easter sales period. The run up to the campaign starts immediately.
National Home Improvement Month will embrace all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment. The campaign will include online and traditional consumer and social media, including broadcast and national/regional press. At its heart will be the dedicated National Home Improvement Month website featuring ideas and information, blogs and ‘how to’ videos. There will also be a full suite of marketing materials for retailers and wholesalers including point of sale, posters, and press ads, to enable them to promote their participation and drive sales at store level.
Commenting on the launch of the 2019 campaign, BHETA home improvement director Paul Grinsell said: “We had some great learnings and very positive feedback from last year’s campaign and I’m delighted that we have secured the industry backing to develop the concept still further.
“As before, we have two key objectives – to galvanise and renew consumers’ interest in improving their homes and gardens and to drive sales of home and garden tools, products and consumables through the UK home improvement and garden retail channels. This means both inspiring and enabling today’s consumers to re-engage with projects such as home extensions and renovations, garden makeovers, redecorating, ‘old school’ DIY and hobby gardening. Equally, we need to recognise the generational skills gap and target the younger generation of Millennials with social media-fuelled enthusiasm for a new style of DIY, upcycling, and craft.
“The whole industry needs to appreciate that we operate in a mature market and a digital age and as such we need a platform such as this to show that that home and garden improvement is fun and fulfilling, given the right tools, products, knowledge and advice.”