Atlanta, GA Interest in residential remodeling, designing and decorating "is easily at an all-time high" with the media playing as much of a role in driving "this national obsession" as interest rates, cocooning and other factors, a leading marketing and communications firm said last month.
According to Kleber & Associates Marketing & Communications, an Atlanta-based agency specializing in home improvement and building products brands, a "proliferation" of media focusing on remodeling and home building from the high end to do-it-yourself is sparking enormous consumer interest in the home.
"There's no question that the media is playing a huge role in ingraining home improvement into our culture and psyche," said Kleber & Associates' president Steven Kleber.
"When PBS' This Old House began in 1979 as a local show in Boston, it was the only game in town in terms of home improvement TV," Kleber observed. "Now there are more than 50 home-oriented programs on cable TV, including shows like Discovery Network's (TLC's) Trading Spaces and MTV's Crib Crashers."
Kleber cited a recent survey, conducted by home improvement retail giant Lowes, which revealed that two-thirds of American homeowners tune into these programs, with nearly 75% of the viewers reporting that the shows inspire them to undertake new projects.
Kleber also pointed to the enormous number of national and regional consumer shelter magazines currently impacting the market.
He commented that while this media blitz creates enormous opportunities for kitchen and bath product marketers, it also creates special challenges.
"With the expansion of media to reach home-improvement-crazy
consumers, it's more challenging than ever to sift through all of
the opportunities and create a highly targeted, effective
communications program," Kleber observed.