Market Focus--Home Workshop Enthusiasts (693 words)
Predictably, this group is showered with offers for tools, electronics, and specialized equipment, with The Home Depot, Sears and Time Life Home Improvement publications mailers being the most noteworthy and familiar. But marketers of other products should consider tapping into this group as well. "We encourage a lot of non-market mailers to try this niche," says Swift. 'They're a certain demographic that are open to all sorts of offers."
Non-market mailers finding success with this group include:
*Apparel. "Companies offering unisex apparel—such as Lands' End and Eddie Bauer—have done very well with this group," says Swift.
*Insurance. Most home improvement junkies own their own homes, and are also the breadwinners of their families. As such, they have proven highly responsive to life insurance offers.
*Technology. Segments of this group possess demographics that would justify computer and software marketing campaigns. For example, Dell Computers has had success in this market.
*Gardening equipment. It stands to reason that a demographic looking to build things for their home in the name of improvement would also be interested in ways to beautify and maintain their lawn and garden.
Women in the ranks
"In my deeply unscientific observation, it seems you see more and more women in places like Home Depot these days," says Swift. "Maybe it's a result of women feeling more comfortable doing home improvement projects, or maybe they're helping their husbands or partners get the ball rolling."
Indeed, although most home workshop enthusiasts are male, women are quickly filling the ranks. According to a recent market profile report on home workshop enthusiasts conducted by Equifax Direct Marketing Solutions, total home improvement purchases have increased over the past 10 years. Specifically, women's fix-it-yourself purchases leaped from 32 percent in 1997 to 37.6 percent in 1999. What's more, a U.S. Census Bureau study found that more than 57 percent of single women are homeowners—leading them to take an active role in home improvement endeavors.