Marketing Monday is a weekly-ish feature designed to help you improve your business through the magic of… well, marketing.
The recession of the late Aughts gave us a lot of bad things, but there was a silver lining to come out of it (besides the words of Yours Truly showing up on your screen right now… thanks second third fourth chances!) and that is enormous demographic of adults who refuse to spend a penny more than they have to on a thing that they know they can make or fix themselves.
The not-quite-millennial, not-quite-GenX demographic came of age in a time of economic uncertainty that instilled in them a desire to save a buck by growing, making and creating everything that they possibly can, while still seeking to live comfortably within their means. This means that a huge chunk of the population are brewing their own beer, creating their own subversive cross-stitches and harvesting their own organic chicken eggs whenever possible. They know their tech, they live and breathe Google searches and they can build pretty much anything they want. And they’re not alone; the DIY movement is a lucrative behemoth (like an elephant with a large wallet) that you can get in on, with just a little bit of marketing savvy.
Thank you, internet. You do not disappoint.
As PayGo’s resident Build-y Make-y Fix-y Person (I actually have that on my business cards) (homemade, because obviously) and the owner of an apartment full of cobbled, rebuilt and handmade everything, I have a bit of insight as to how to market to build-y, make-y, fix-y people like myself. And here it is:
It’s a diverse demographic.
It’s easy to stereotype and pigeonhole DIYers into Manly Men with flannel and chainsaws, broke college kids with milk crates and breezeblocks and a few eclectic ladies with glue guns and earrings made of cat hair, but the truth is a bit more complex. The DIY wheelhouse is full of all ages and financial strata, from kids to great grandparents. It’s also split pretty evenly between the genders, with ladies increasingly breaking into the DIY scene (often with sledgehammers!). And they’re not just making decorative tea cozies; women are out there building houses and fixing cars. Even I, the girliest person I know (I don’t know a lot of people) have more power tools and building experience than most of the men I date (I don’t date a lot of people). So anyone who wants to cash in on this market needs to remember that it isn’t a monolith.
We’re not the tidiest bunch in the world, either.
They’re looking for quality and sustainability
Demand is rapidly increasing for green technology and materials, but no one wants to sacrifice durability or functionality for a bit of hippie tech. The DIY market needs to know that whatever they’re purchasing or making is going to hold up to both environmental standards, and their kids on a Saturday morning sugar high. They know what “locally sourced” means, and they’re not afraid to use it.
They’re not just DIYing to save money
Anyone who has ever built or fixed anything knows the intense satisfaction and pride from creating something with their own hands, even if it’s from a kit or a tutorial. DIYing is a blast! And sometimes, the DIY doesn’t have to be cheaper than the ready-made product. These builders and fixers want to enjoy the process as much as the end result.
Even if they have to spend a little extra to do it.
They’re looking for a personalized experience, and they know how to find it
DIYers are choosing their own builds, colors and functionality. They can google like nobody’s business and they know that they can find inspiration and instructions for their own custom stuff anywhere on the internet. Anyone looking to get into the bespoke market needs to be prepared with lots of options and material choices for their clientele.
They respond well to images, videos and tutorials
DIYers don’t know everything (and I will never admit that ever again) but they do know how to find everything they need to make what they want. They’re searching for tutorials, step-by-step images and videos that will teach them how to do what mass marketing and box stores wouldn’t give them. They’re on social media, looking for examples of what they want to make. DIYers are going to gravitate to sites and channels that show them what they want to learn, and they’ll keep coming back for good content.
Want some inspiration for your own marketing? Check out our Pinterest page!