Home DepotMarketing Strategy Proposal          Max Levine
Home Depot As a home improvement warehouse, Home  Depot’s customer base includes  professionals and do-it-yourselfers (DI...
Marketing Strategy Target individuals (DIY) and small   contractors without established suppliers Create and integrate m...
Social Media               FacebookPost photos and videos of DIY projects, both completed and in-progressEncourage comme...
Social Media                    TwitterMain use is to watch for mentions of brand and respond to those postsPost links t...
New Media          Tumblr                           YouTube Post pictures and videos          Example DIY project videos...
Internet Marketing                                     Search Engine  Mobile Marketing                     Marketing Targ...
Overall Marketing Idea These efforts seek to increase brand loyalty   and conversion rates Customers are more likely to ...
Measuring Success The main component of this campaign is to   increase brand interaction and loyalty Basic success metri...
Budget   Based on Home Depot’s 2011 fiscal year reports, I    propose a $150K campaign   Includes social marketing, cont...
Upcoming SlideShare
Loading in …5
×

Home Depot Marketing Strategy

20,236 views

Published on

Published in: Business, Technology

Home Depot Marketing Strategy

  1. 1. Home DepotMarketing Strategy Proposal Max Levine
  2. 2. Home Depot As a home improvement warehouse, Home Depot’s customer base includes professionals and do-it-yourselfers (DIY) There is competition from local hardware stores and other warehouses Home Depot aims to create a sense of brand loyalty with a positive brand image Wants to empower customers to feel comfortable working on their own home improvement projects
  3. 3. Marketing Strategy Target individuals (DIY) and small contractors without established suppliers Create and integrate multiple forms of new media  Twitter  Facebook  Tumblr  YouTube Improve search mobile marketing efforts
  4. 4. Social Media FacebookPost photos and videos of DIY projects, both completed and in-progressEncourage commenting and posting of user- completed projectsPost relevant news articles about company and its efforts, current promotions, what’s new in store, and new productsMonitor and respond to user posts
  5. 5. Social Media TwitterMain use is to watch for mentions of brand and respond to those postsPost links to news articles relevant to the industryLink to self-produced content, such as videos and pictures of projectsSimilar posts to those in Facebook profile, but not in same format
  6. 6. New Media Tumblr YouTube Post pictures and videos  Example DIY project videos Occasionally post news  Common project mistakes blurbs, with links back to the and error avoidance videos Home Depot website or to the Facebook profile  Encourage users to comment and post video responses with their own projects  Monitor and respond to comments and response videos
  7. 7. Internet Marketing Search Engine Mobile Marketing Marketing Targets customers on the  Similar to mobile marketing, go looking for information but with more detailed on how to do specific information shown on projects and for specific landing pages products  Shows multiple local stores Link to Home Depot site with project information  Landing pages link to and videos relevant Facebook and YouTube posts that Additionally display product showcase the project or information and closest product, and allow for store location, hours, price customers to quickly and and availability easily find other users impressions
  8. 8. Overall Marketing Idea These efforts seek to increase brand loyalty and conversion rates Customers are more likely to do projects they feel comfortable with Seeing other experiences increases their comfort level Increase interaction of customers with the Home Depot brand
  9. 9. Measuring Success The main component of this campaign is to increase brand interaction and loyalty Basic success metrics will include measuring increase in “likes,” “follows,” and “subscriptions” of the social media pages More extensive metrics will measure the amount of interaction we have with those following the brand on social media Internet marketing will track users who follow ads and proceed to call or place online orders
  10. 10. Budget Based on Home Depot’s 2011 fiscal year reports, I propose a $150K campaign Includes social marketing, content creation, and internet marketing Social media efforts are year-round, with type of projects being covered varying with the seasons Internet marketing is year-round with a dip during the winter months due to the off-season for home improvement Recommend spending $100K for internet marketing and $50k for social media and content creation

×