Home Depot

Break Out of Your Comfort Zone
December 1, 2003

By Lois K. Geller It started with a phone call. A pleasant female voice asked, in delightfully accented English, did I want to speak about direct marketing in Istanbul? The next thing I knew, Mike McCormick, our creative director, and I were relaxing in the business-class section of Turkish airlines. Nine hours later, we met the wonderful Meltem Karateke, president of IMI Conferences and the greatest hostess in the world. Until then, I had only a vague idea of where Turkey is. I wasn't at all sure I wanted to go there, but it was a new and exotic place, and I'm a

The General Contractor
December 1, 2003

By Alicia Orr Suman If you want to reach a general contractor, chances are you won't find him in his office. In all likelihood, he's working out of his truck. That's the busy nature of the business—especially right now; home construction is at its highest level in 17 years, according to an article titled "Building the Perfect Career" in The Philadelphia Inquirer in October. The recent home-building and home-remodeling boom means general contractors are making money. It also means they're spending a good deal—on items from tools and equipment, lumber, and other supplies to office products and computers. To sell to this market,

May 1, 2003

By Gabrielle Mosquera With research revealing that almost 80 percent of American households participate in one or more types of lawn and garden activity, and that each one spends $466 annually, it seems the amateur gardeners' market is one that's—ahem—ripe for the mailing. But much like weeds, a few challenges persistently crop up when hunting for, and mailing to, names in this market. Chief among these is the market's breadth—the term "gardener" can apply as easily to someone with potted plants on an apartment balcony as it can to someone with a large vegetable garden. "Any time you've got eight out of

Market Focus--Home Workshop Enthusiasts (693 words)
January 1, 2002

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

Web Site 'Don'ts'
September 1, 1999

by Robert McKim 5 Mistakes that could destroy your site—including scrimping on budget ncreasingly consumers would rather sit at their computers searching for information than spend another hour sitting through another execrable sitcom or over-hyped sporting event. This trend should cause some waves of fear at companies like Gillette, Procter & Gamble and other mass marketers who still spend upwards of 80 percent of their communications budgets on TV. The market for their products is splitting up into millions of individuals who do their own research and find what they want on the Internet. It is interesting to note that according to a recent Harris-Poll survey,