Clearview National February 2018 - Issue 195 | Page 6

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Top Brands Back National
Home Improvement Week
» » A NEW CONSUMER-
facing marketing initiative for
Spring 2018 - National Home
Improvement Week - is being
launched by the home and garden
industry. Co-ordinated by the
British Home Enhancement
Trade Association (BHETA), it
is being backed by brands from
more than 15 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 working together to
engage with consumers and
stimulate retail sales. The
awareness week will be 12th
March to 18th March inclusive
ahead of the key Easter sales
period.
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.
‘It’s a brilliant
opportunity for
all corners of the
home improvement
industry to come
together’
Paul Grinsell, home
improvement director at BHETA,
outlined the objectives and
deliverables of this ‘unique in the
industry’ campaign. “National
Home Improvement Week has
6 » F EB 2018 » CL EARVI E W- UK . C O M
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.”
Head of Marketing for ERA,
Tania Tams added: “We’re really
proud to be supporting the first
National Home Improvement
Week. It’s a brilliant opportunity
for all corners of the home
improvement industry to come
together and inspire the nation to
get involved with their own home
improvement projects. As an
expert in the security sector, ERA
will be working with National
Home Improvement Week to
raise awareness of the importance
of maintaining locks and
hardware as well as to encourage
consumers to consider replacing
windows and doors as part of
their overall home improvement
plans. We look forward to playing
a key part in this campaign,
alongside the wider home
improvement industry.”
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 National
Home Improvement Week, visit
www.homeimprovementweek.
co.uk.