DIY WEEK EXCLUSIVE

The British Home Enhancement Trade Association (BHETA) has told DIY Week exclusively that it is launching a new consumer-facing marketing campaign for Spring 2018: National Home Improvement Week. It is expected to make a wider announcement about the new launch this weekend.

The initiative, which uses the tag line ‘Love The Home You Live In’, is co-ordinated by The British Home Enhancement Trade Association (BHETA) and is being backed by brands from 13 supplier companies across the home improvement sector. 

National Home Improvement Week will take place March 12-18, ahead of the key Easter sales period, but the run-up campaign starts immediately, says BHETA.

The initiative 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), 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 hope is that 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 be supported by a host of social media activity, including Instagram, Twitter, Pinterest, and Facebook, as well as traditional media communications.  A dedicated official website will also play host to ideas and information, blogs and 'how to' videos to help inspire consumers.  There will also be a full suite of marketing materials available for participating retailers and wholesalers, including POS, posters, and press ads, to enable them promote their part in the initiative and drive sales ahead of the key Easter period.

BHETA home improvement director Paul Grinsell said of the exciting new 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.”

Fiskars sales director 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.  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.”

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.