Targeting DIY-ers? Make it timely and relevant.
A survey by Valassis US of over 1,200 respondents found that homeowners across generations are planning to make some type of home improvement in the next year, with 79 percent of millennials (67 percent of Gen Xers, 49 percent of Boomers) planning to do so. In terms of the annual spending on home improvement projects, the data shows that Boomers ($2,799) and Gen Xers ($2,652) currently outspend their millennial counterparts ($2,412). This data highlights the importance for brands to engage multiple audiences through strategic, personalised and relevant messages.
“Taking a consumer-centric approach helps marketers understand what makes each shopper tick,” said Curtis Tingle, Chief Marketing Officer, Valassis US. “First, use real-time signals to identify which consumers are ‘in-market’ and ready to buy. Next, overlay insights that identify the type of media that is influencing them to make a purchase, and why. Finally, craft relevant messages based on your findings to increase traffic, drive sales and win the shopper as they look to spend more on their homes.” Valassis’ campaign planning services help marketers connect the appropriate online and offline data intelligence to create relevant, effective, integrated media plans.
Other findings from Valassis’ research include:
Relevant messages and offers can sway purchases:
- 65 percent of millennials go to the retailer featured in a manufacturer’s advertisement to make a purchase compared to 53 percent of consumers.
- 75 percent of millennials (vs. 67 percent of all consumers) are motivated to make a purchase due to a special deal, coupon or promotion.
Home improvement consumers look before they leap. Among homeowners who did or are planning home improvement projects:
- 71 percent of millennials took more than three months to research compared to 57 percent of all homeowners.
- 36 percent of millennials took six or more months vs. 28 percent of all homeowners.