A new consumer-facing marketing initiative for Spring 2018 - National Home Improvement Week - is being launched to the UK home and garden industry.
Co-ordinated by the British Home Enhancement Trade Association (BHETA), it is being backed by brands from thirteen of the leading supplier companies.
Using the registered tag line ‘Love The Home You Live In’, the consumer awareness week will see leading industry names such as Akzo Nobel (Dulux, Polycell, Hammerite, Cuprinol), Stanley Black & Decker, Henkel (Loctite, Unibond, Solvite, No More Nails and Nitromors) Fiskars, Shurtape (Duck Tape, Frog Tape and T-Rex Tape), Husqvarna (Gardena, Flymo, McCulloch, Jonsered, Universal), What More UK, Trend Tools, Harris, Nilfisk, QEP (Vitrex, Plasplugs, Homelux), Duracell and ERA Home Security working together to engage with consumers and stimulate retail sales.
The awareness week will be 12 March to 18 March inclusive ahead of the key Easter sales period, but the run up campaign starts immediately.
"By the whole industry, for the whole industry"
National Home Improvement Week will embrace all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment. The initiative will play out using the full suite of social media - Instagram / Twitter / Pinterest / Facebook – as well as traditional media communications. At its heart will be a dedicated website of 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 ahead of the key Easter period.
Paul Grinsell, home improvement director at BHETA, outlined the objectives and deliverables of this ‘unique in the industry’ campaign: “National Home Improvement Week has two main objectives. The primary short and long-term purpose is to galvanise and renew consumers’ interest in improving their homes and gardens, whether by extension, renovation or refurbishment through decorating and makeover to 'old school' DIY and gardening as a hobby, to lifestyle home and garden trends. This objective also recognises the current generational skills gap and therefore aims to target the younger generation of Millennials with social media-fuelled enthusiasm for a new style of DIY, upcycling, and craft. Equally important is to drive sales of all relevant home and garden tools, products and related consumables through the UK home improvement and garden retail channels.
“It’s key to our success that National Home Improvement Week is seen for what it is - by the whole industry and for the whole industry. We all need to recognise that we operate in a mature market and an increasingly digital age. This campaign will use all communications techniques to reinvigorate the market and inspire consumers with a platform that shows that home and garden improvement is fun and fulfilling, given the right tools, products, knowledge and advice.”
Sales director of Fiskars, Mark Follett, added: “We’re really excited about being involved in the first National Home Improvement Week. It’s a fantastic opportunity for the industry to come together and encourage people to get stuck in to loving their homes, inside and out! As a garden tools manufacturer, we couldn’t have timed it better…what a great way to engage with shoppers and consumers as we get into the heart of the Spring gardening season.”
National Home Improvement Week is a BHETA initiative in a joint venture with The Relations Group which is a specialist broadcast PR company. For more information about getting involved with BHETA and National Home Improvement Week, contact Paul Grinsell at BHETA on 0121 237 1130 or email pg@bheta.co.uk.
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