The British Home Enhancement Trade Association (BHETA) has secured sponsorship from Homebase for National Home Improvement Month 2020. Homebase is the second multiple home and garden retailer to sign up following Wilko’s decision to take part last month.
Now in its third year, National Home Improvement Month aims to inspire and enable consumers to undertake DIY projects in their homes and gardens, or have fun with new-style DIY, craft, and upcycling. The month-long initiative throughout April is timed to make the most of the key Easter sales period.
Using the tagline ‘Love the home you live in’, the consumer-focused campaign will again feature the #makeonechange and #loveyourhome themes. Online and broadcast features will be backed through social media and in national and regional consumer media.
Lisa Tickle, head of marketing at Homebase, said: “We jumped at the chance to support National Home Improvement Month as another way to inspire and help our customers bring their ideas for their home and garden to life.”
BHETA marketing manager Steve Richardson added: “Last year the campaign reached 20 million consumers through radio, online, consumer and trade magazines, and social media. With two national retailers now involved, Homebase and Wilko, the opportunity is there to reach many more potential customers – and there is still time for additional supplier brands to get involved.”
All supplier companies taking part as sponsors of the campaign will enjoy the right to use a suite of National Home Improvement Month marketing collateral. Suppliers who sign up are entitled to: distribute marketing material branded with the National Home Improvement Month logo; use National Home Improvement Month videos, tailored to their brand; use National Home Improvement Month infographics, also tailored to their brand; provide competition prizes which will be placed with magazines, radio and TV by the campaign’s marketing partners; benefit from the overall press, social media, radio and TV activity, including brand mentions wherever possible; and feature on the National Home Improvement Month website.
BHETA chief operating officer Will Jones commented: “It’s fabulous that Homebase has added its weight to the campaign. We hope this is a start of a long-term relationship between Homebase and BHETA members to work together to drive the industry forward.”
As a BHETA-sponsored initiative, suppliers and distributors that want to get involved need to be, or become, members of BHETA to participate. Any supplier, distributor or retailer who would like more information about the campaign should contact BHETA’s home improvement sector manager Keeley Vernon on 0121 237 1130 or email firstname.lastname@example.org.