Market Focus--Home Workshop Enthusiasts (693 words)
If you've ever lazily flipped through your television channels on a Saturday afternoon, chances are you've happened upon the Emmy Award-winning "This Old House"—television's premier home improvement series. The show, which celebrated its 22nd anniversary season on PBS this year, unlocked America's passion for the home—and its unpredicted popularity proved how many Americans are willing to spend both time and money on various home projects.
Who Are They?
In line with the stereotypical image of this demographic, the average home improvement enthusiast is male, mature and married. He also tends to be middle-class, educated and family-oriented. However, clearly defining a typical home workshop enthusiast may ultimately prove difficult.
For example, subscribers to Workbench Magazine represent both men and women (64 percent and 20 percent, respectively), with an average age of 44 and a median income of $47,800. These subscribers are interested in a hands-on approach to the remodeling and improvement of their homes—from crafting a utility workbench to building bedroom closet organizers.
This Old House magazine subscribers are evenly split genderwise and have a median age of 40. They have an above-average household income of $55,000, enabling them to pursue projects with the goal of creating the ultimate dream house.
In contrast, Klingspor's Woodworking Shop Sanding Catalogue boasts an almost-exclusively male subscriber list—92 percent—and a higher median age of 59. This group is interested in any product or tool—from sanders to polyuethanes—that will aid their woodworking hobby.
Many home workshop enthusiasts live in small towns and rural counties. Limited geographic access to retail outlets for specialized tools, materials and equipment may influence their bias toward catalogs and direct mail, and be one reason for their high rates of response to traditional direct mail offers.
Certain segments of this demographic, however, have proven to be highly wired, and possess an affinity toward electronics and new technology. "As a group, these people are very technical in nature," claims Peter Hogde, marketing manager for Equifax Direct Marketing Solutions. "They might be more inclined than the average person to use computers on a frequent basis." As a result, these home workshop enthusiasts also would be a target for online and e-mail marketing campaigns, adds Hodge.