Essential reading for retailers and suppliers in the home improvement market

National Home Improvement Month set for September

Published: 29 June 2020 - Alex Fordham

The British Home Enhancement Trade Association (BHETA) has confirmed that its National Home Improvement Month 2020 consumer promotion will go ahead in September.

Homebase, one of the UK’s largest home and garden retailers will support BHETA with the month-long campaign, which aims to inspire and enable consumers who are looking to tackle home or garden projects or have fun with crafts and upcycling; to do so with confidence. National Home Improvement Month features the tagline ‘Love The Home You Live In’, and consumers can get involved by following #makeonechange and #loveyourhome.

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’s marketing manager, Steve Richardson added: “We’re delighted to be able to relaunch National Home Improvement Month following what the BBC has described as a ‘DIY spending splurge’ during lockdown – and we are also delighted to be working with Homebase.  Together we’ll be able to speak to many more customers about all the home improvement changes they can do to continue making their house a home they’d love to live in.”

Will Jones, chief operating officer of BHETA, said: “This is great news for BHETA and great news for BHETA members, especially those who sponsor the NHIM campaign.  With leading brand suppliers like QEP, Schneider Electric, Croydex, House of Mosaics, Nilfisk and Amtech (DK Tools) on board, we will be working together to engage with consumers and stimulate retail sales throughout the autumn.” 

Popular TV celeb, DIY enthusiast and property developer Georgina Burnett is also helping to ensure that NHIM has huge collective reach.  She said, “I’ve spent my career inspiring people to create homes they can be proud of and I couldn’t be happier to encourage people to make ‘just one change’ to their homes in September and have a significant, positive impact.” 

With four DIY themes being promoted, one in each of the four campaign weeks, the idea is to inspire at least one home improvement per consumer.  National Home Improvement Month will embrace all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment.

Richardson continued: “It’s about showing even more consumers that home and garden improvement is fun and fulfilling, given the right tools, products, knowledge and advice; and helping suppliers and retailers sell even more DIY tools and consumables to an eager audience.

“To ensure both suppliers and retailers get the most out of the NHIM campaign, there will be online features and coverage in national and regional consumer media, plus a full suite of social media - Instagram / Twitter / Pinterest / Facebook.  NHIM also has a dedicated website of ideas and information, blogs and 'how to' videos.  Marketing materials for merchants, independent retailers and wholesalers keen to join in include point of sale, posters, press ads, PR templates and social media opportunities, which can all be downloaded for individual use.”

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