Basement Renovation Event
The Basement Renovation DIY retail project event, anchored with a dedicated 8-page broadsheet flyer and in-store workshops, supported by an integrated communications plan, was made possible by strong cross functional collaboration.
The success of this proof of concept spawned repeat and spin-off events. |
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Background:
'Why can't we support hardlines categories instead of just marketing softlines?' lamented the Lumber merchant. And so the journey began to develop a customer facing solution for 'behind the walls' DIY renovations. Led by Susan Noguchi, Merchandise Marketing Manager for Hardlines, partnering with merchandising and store operations, the first of the hugely successful do-it-yourself retail project event was conceived, championed, and implemented with best-in-class store execution.
'Why can't we support hardlines categories instead of just marketing softlines?' lamented the Lumber merchant. And so the journey began to develop a customer facing solution for 'behind the walls' DIY renovations. Led by Susan Noguchi, Merchandise Marketing Manager for Hardlines, partnering with merchandising and store operations, the first of the hugely successful do-it-yourself retail project event was conceived, championed, and implemented with best-in-class store execution.
Communication objective: Support Home Depot as the project destination, inspire and empower consumers to take on more DIY projects.
Customer insight: All homeowners have a list of home improvement projects they could or should be doing. The problem is they also have a list of reasons for putting off those projects - no time, no money, no tools, no confidence, no idea how to do the project. Creative idea: the event addressed a key consumer insight, leveraged Home Depot brand positioning, and targeted a core customer segment with a home improvement project that could increase and enhance the livable space of their home. |
Results: Annette Verschuren, President of Home Depot Canada shared this event at a Home Depot US officers meeting as a best practice example of how to break down functional silos.
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