Co-ordinated by the British Home Enhancement Trade Association (BHETA), National Home Improvement Week will be held from March 12 to March 18, which includes the Easter break.
The consumer awareness week is backed by the brands from 13 suppliers: 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.
Using the tagline ‘Love The Home You Live In,’ the campaign aims to engage with consumers and stimulate retail sales.
The Week will embrace all aspects of home and garden improvement, from trends to techniques and from achievement to enjoyment.
The initiative will play out across the social media platforms of Instagram, Twitter, Pinterest and Facebook, as well as traditional media.
At its heart is 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.
BHETA home improvement director Paul Grinsell said: “National Home Improvement Week has two main objectives. The primary purpose is to galvanise and renew consumers’ interest in improving their homes and gardens. This objective also recognises the home and garden industry 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.
“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.”
For more information about getting involved with BHETA and National Home Improvement Week, contact Paul Grinsell at BHETA on 0121 237 1130 or email firstname.lastname@example.org.