Renamed National Home Improvement Month, the campaign will be coordinated by Bheta in a joint venture with specialist PR company, The Relations group. The main aim of the initiative is to engage with consumers and stimulate retail sales before and during the key Easter sales period.
Under the tagline “Love The Home You Live In”, the consumer awareness month will see top suppliers working together. The likes of: Fiskars, Husqvarna, Shurtape, Sherwin-Williams, Gorilla Glue, Schneider Electric, Croydex, Urfic UK, ZEP UK, L G Harris, Yale, Nilfisk and Doulton Water Filters are all onboard with the initiative.
The campaign will make use of online and traditional consumer and social media, including broadcasting and the national and regional press, while the national Home Improvement Month website will feature ideas, information, blogs and “how to” videos.
Retailers and wholesalers alike will be able to take advantage of a full suite of marketing materials, including point of sale, posters and press ads, to promote their participation and drive sales at store level.
Paul Grinsell, Home Improvement Director at Bheta, 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.”
For more information about getting involved with Bheta and National Home Improvement Month, contact Paul Grinsell here or call 0121 237 1130.