5 Home Improvement Advertising Ideas in 5 Minutes
Run out of home improvement advertising ideas? Home centers create dozens of ad campaigns throughout the year, ranging from seasonal offers, brand awareness campaigns, digital campaigns, and/or charitable sponsorships. If your ads aren’t performing well enough for your company or if you’re targeting the wrong customers, this can certainly be a frustrating process.
Sometimes it helps to hit the reset button and get back to basics. Grab the attention of your best home improvement leads with creative, visual, and well-researched ads, and don’t forget to distinguish your brand. More than likely, they will share, follow or stop into you home center next time they have a DIY need.
Whether you’re employing print or digital methods, well-executed home improvement advertising is key to keeping your audience informed about your home center’s offerings.
Here are 5 great home improvement advertising ideas to help inspire your team and bring customers through the door:
1. Show Relatable Images
A great way to attract new home improvement leads is to show images that your current (or future) customers can easily relate to. Psychology 101: if your target customers see themselves in the ad, they will likely take a closer look. Maybe even make a purchase.
Here’s an example from one of our clients, a home improvement store and lumberyard, shown here advertising an interior paint sale:
The image is clearly relatable: a couple in a new home or apartment preparing to paint the wall in true DIY fashion. It could be a spontaneous project, or quite well-planned, but it captures the eagerness of the couple to transform their new space into something evocative, maybe even supportive of the entire home style.
They seem excited, cautious, perhaps a bit overwhelmed by the process. Most importantly, they look like many of the customers who frequent this home center. As a result, the image is likely to attract similar visitors. Why? Because they can easily relate!
2. Offer a Unique Incentive
If you want to attract a list of strong potential customers to your home center or website landing page, consider grabbing their attention with a relatable image. Next, keep their attention by offering them a unique incentive.
It’s not always the biggest discounts that drive traffic to home centers and lumberyards. It’s those timely, necessary sales that occur at just the right time. For example, if your home center’s targeting homeowners who are planning their veggie gardens or landscaping features, you might offer 10% off all Lawn & Garden purchases in the month of April.
*Be sure to close with details about the offer dates and emphasize that the offer applies to in-stock items only (to help provide urgency).
Remember, advertising incentives aren’t only about sales. Your home center will give your customers more reasons to buy when you offer plenty of financing options, free or low-cost delivery service, or complimentary consultations with your expert staff.
3. Do Something Different from Everyone Else
Sometimes it pays to break away from the pack and do something really different with your home improvement advertising. WordStream highlighted this brilliant ad concept from Frontline pet flea and tick control, which takes advantage of this busy lobby location:
More examples of creative advertising from a Floridian pasta company:
Getting creative with your ad campaigns ideas will help grab the attention of customers who are used to seeing (and maybe skipping over) your other advertising. It might also result in a reboot for your brand image. Just remember to stay within the guidelines of your brand tone – in other words, don’t go too over the top.
For example, if you want to project the sense that your home center is courteous, helpful and family-oriented, you should utilize homey, family-oriented graphics. On the other hand, if you’re trying to attract young contractors who love power tools, you could display artwork of a contractor working on of the tailgate of a busted old pickup truck, wearing grungy blue jeans and blasting rock-and-roll.
Remember to begin and end with your target audience, and you will get on the right track with your ad message from the start!
4. Include a Clear Call-to-Action ("CTA")
Strive to maximize the impact of your home improvement advertising by providing a clear call-to-action (also called a “CTA”) that’s impossible to resist. This is very often the logical next step that your potential customers would take to make a purchase or complete an inquiry.
Don’t forget to include a CTA button on digital ads. Alternately, you might include a QR bar code scanner code, website address, phone number or store location on print ads so that your customers can easily take the next step.
According to Hubspot: “CTA stands for call to action, and it's the part of a story, webpage, advertisement, or piece of content that encourages the audience to do something. In marketing, CTAs help a business convert a viewer, visitor, or reader into a lead for the sales team. CTAs can drive a variety of different actions depending on the content's goal.”
A great example of a clear, irresistible CTA from Netflix:
4. Reveal Something Memorable About Your Brand
There’s something that sets your home improvement center apart from the competition. Show it off! When planning your next advertising campaign, include aspects of your company’s customer-centric philosophy or distinguishing factor.
For example, if your store provides free consultations for kitchen design customers, then let your advertising audience know this from the start. Includes this information in a header or bold text, or even in the CTA text itself.
Have fun creating your own uniquely memorable home improvement advertising ideas!
Sources: https://blog.hubspot.com/marketing/call-to-action-examples, https://www.wordstream.com/blog/ws/2016/12/20/creative-advertising-ideas