Fall and Winter Home Improvement – Use the Right Mix of Media to Reach Consumers

By: Alexandra Miller, Sales Strategist, Valassis Digital
Published Wednesday, Sep 27, 2017



Fall and Winter Home Improvement – Use the Right Mix of Media to Reach Consumers

U.S. internet users overwhelmingly turn to the internet for home inspiration – with 59 percent relying on general home improvement/DIY sites, and 41 percent using social media platforms.

Overall, U.S. consumers spend more than 3 hours a day on both desktop/laptop devices as well as their smartphones, with most of that time spent using mobile apps. Because of this, smartphones are an essential choice for the home services advertiser – smart advertising is about reaching people on the media they are looking at the most.

fall-leaves-chart1

Advertise Seasonally

Fall is here and winter is fast approaching. Promote home services related to the cooling temperatures. Here’s how seasonally themed messaging can make your ads more effective.

Contextualize ads across devices by relating the upcoming colder weather to home improvement projects, landscaping, leaf and snow removal, driveways, and HVAC maintenance.

Use “prepare for the season ahead” messaging to inspire projects before the cold and snow arrive.

Utilize search engine marketing to optimize campaign performance by targeting consumers actively searching home improvement content in top search engines and local directory websites.

Use language and imagery specific to the season: examples include heating, chimney sweeping, roofing update, snow plowing, driveway cracks.

Examples

home-improvement-chart2

Learn more about how Valassis can help you reach and activate consumers here.

Sources: *Source: eMarketer 2016; Source: eMarketer