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Client: The Home Depot
Circulation: 4,500,000
Frequency: 4x/year
Target:
Women decor enthusiasts and do-it-yourselfers
Client Objective/s:
- To reinforce the perception of The Home Depot as the destination choice for décor ideas and products
- To drive customers into the décor department in Home Depot stores
- To inspire customers to take on more décor projects at The Home Depot
- To differentiate The Home Depot from competitors
Execution:
Style Ideas magazine showcases Home Depot products in real-life yet inspiring room settings, showing readers step-by-step instructions on how to recreate the look or project at home. The 56-page magazine is published quarterly and mailed to targeted customers on The Home Depot’s database. A limited number of copies are made available free of charge in the décor section of Home Depot stores.
Results:
Research has shown the magazine to be a key driver of décor-related sales and has positively impacted the perception of The Home Depot among its target. Based on the success in the US, the program was unrolled in Canada in 2002 with an initial print run of 400,000.
A reader survey showed:
- 40% said they were likely to embark on a home project featured in the magazine
- 98% said they found Style Ideas useful
- 98% said they would like to receive the publication again
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