Challenge: Launch a new home improvement service targeted to women.
A major home improvement supply store, the Home Depot, pioneered a series of hands-on seminars to equip women with the skills to execute their own renovation projects at home. But how could the promotions specialists make home improvement appeal to females? The industry is typically targeted towards males, so the task at hand would require an innovative strategy.
Solution: Design fluted travel mugs with custom ‘mini CD’
The Home Depot decided to order 2,200 fluted travel mugs with custom mini CD that included a virtual demonstration to help put easy home repair tips into practice. The mugs were given out to participants after the new “Do-It-Herself Workshops” held at select store locations. The campaign idea to appeal to women was set in motion.
Result: The travel mug with CD really perked up sales!
This multi-media promotion mix of the travel mug and mini CD served to reinforce the skills reviewed during the workshop and effectively remind customers of Home Depot’s exemplary commitment to quality services. The stores hosting the seminars achieved a 38 percent in purchases as a direct result of the workshops and complimentary items. Many participants expressed enthusiasm to return for upcoming demonstrations and loved the benefit of accessible knowledge gained from the CD and mug.
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