Home Timber & Hardware (Home) is recognising the ‘Tradie’ in its latest marketing campaign with the launch of a refreshed brand presence that reinforces its industry-leading strengths in knowledge, help and service.
Headlined by the tagline ‘Go Where The Tradies Go’, the new campaign highlights the credentials of Home in servicing the trade market while reaffirming its market position as a specialist hardware and timber store for tradies and serious DIYers.
“Our advice, expertise and customer service are why so many tradies shop with us,” said Mark Burrowes, General Manager Home Timber & Hardware Group.
“That’s because we recognise they’re no-nonsense shoppers – they go where they know they can get the right service, the best quality timber and the right tools to get the job done.
“Home stores have consistently led the hardware sector in all three key customer satisfaction measures – friendly and helpful, customer service, and staff knowledge.
“It made sense for us to leverage that spirit in our new brand campaign, alongside our vision to strengthen our trade focus.
The newly launched TV commercial focuses on the trust tradies have in Home through their specialised trade service and staff know-how. It features real tradies in humorous tradie scenarios like fishing off the jetty, at the sports club and even in the jobsite portaloo. The final location shows where they really go – Home Timber & Hardware.
With the full backing of parent company Woolworths, the Home brand refresh is part of a broader plan to strengthen, grow and transform the business in line with its core vision – to become the tradies’ and serious DIYers’ number one destination for timber and hardware.
In 12 months, Home’s robust store network has grown by 25 per cent. With a bigger national footprint came the opportunity to reenergise the brand.
“While other players shift towards the broader ‘home improvement’ space, we see a different opportunity for Home.
“One that reinforces our strength and depth of experience as a specialist hardware and timber store for tradies and serious DIYers.
The marketing activity launches with a new TV campaign going to air on Sunday 23 September 2012.