Finding the Perfect Audience
In 2009, the North American Retail Hardware Association estimated the United States DIY market at $294.5 billion, and found that big-box home center sales—retailers like Home Depot and Lowe’s—represented more than half of the DIY total at $178.4 billion.
We knew there was tremendous market opportunity for DIYers, but we also knew that the best strategies are specific. With a clear understanding of the marketplace, who you serve, and the obstacles they face, you can be more specific about how to create the right kind of content.
We found that women account for 85% of all consumer purchases and they initiate 80% of all home-improvement decisions. They also spend 50% more per average purchase than men do at home improvement stores.
The research made it increasingly clear that our audience was not just DIYers, but female DIYers. What if we created a content platform, catered specifically to women, that featured beautiful and useful home improvement and lifestyle projects? Enter: Dunn DIY.