Thursday, March 20, 2014 | Edited by Daniel Moores
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'Tis the Season for Home Improvement Retailers

Home improvement stores in many parts of the country are looking forward to a later-than-usual sales boost for their typical springtime assortment of products.

And despite the lag in traffic to retailers in weather-affected regions of the country, experts are confident that pent-up demand and some warmer temperatures will ignite sales. Home improvement sales usually begin picking up in late February or early March, and the push tends to culminate in early May, noted UBS analyst Michael Lasser.

"We still have plenty of runway left," said Evan Gold, senior vice president of client services at Planalytics, a consulting firm that charts the effects of weather on consumer demand. "We just need a normal snap for things to pop."

(Source: CNBC, by Krystina Gustafson, 03/17/14)
Link to full article: cnbc.com

How You Can Make Money:
As this article notes, springtime is home improvement retailers' version of Christmas (Home Depot is once again staging its "Spring Black Friday"). And Radio has traditionally been a key partner in promoting these stores at this time of the year. According to the recent Finding Consumer Trends Report on Home Improvement, produced by the RAB and Presslaff Interactive Revenue, one-third of the more than 12,000 survey participants selected radio commercials as the advertising that influences their choice of home improvement projects. This tied with TV ads as the top influencer, finishing ahead of other media such as newspapers and online. In addition, 25% of the respondents said the use of radio station personalities increased their trust in home improvement commercials.

Spring is the perfect time to partner with local home improvement retailers for do-it-yourself promotions and demonstrations (a new survey by American Express shows that 72% of homeowners are planning some type of DIY project this year), as well as lawn and garden events celebrating the "new growing season." According to RAB's "Why Radio," on a weekly basis radio reaches 92% of households that made any type of home improvements in the last year.



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The NAB Show: A Chance to Learn!

The Radio Advertising Bureau will present five revenue and growth oriented sales and marketing sessions at this year's NAB Show, to be held in Las Vegas April 5-10, 2014.

On Monday, April 7, from 2:00-3:00 PM, Concentrating on Core Radio Revenues will be offered. Digital and integrated media are important, but don’t let these new attractions allow your salespeople to take their eye off of your primary revenue opportunities.

For more information on the NAB Show, follow this link.



 

     


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