I found this buried in the PR news releases yesterday (no, it wasn’t sent to me. I have my finger on the pulse. The pulse, I tell you!) If you don’t think that DIY is going to be a growing entity in the next few years, you might want to note this:
Scripps Networks, the leader in lifestyle media, and 5min, the leading syndication platform for lifestyle, knowledge and instructional how-to videos, today announced a strategic advertising and content partnership. The agreement will extend online viewership for the Scripps Networks cable channels by syndicating video content through the 5min network. Scripps will also offer its advertisers new opportunities to reach highly targeted audiences by selling into the 5min Home and Food categories. Additionally, 5min will provide contextually relevant videos from its library to the Scripps online properties. – PR Newswire, Oct. 5, 2009
Yes. The company that created HGTV is going online with how-to videos.
This isn’t something to pass off lightly. I’m also noting home improvement stores gearing towards the DIY market and read just yesterday about a higher-end tool manufacturer aiming its marketing campaign towards “the experienced DIY-ers.”
For those of us in the residential remodeling field, this isn’t cause for alarm, merely a shift. There will always be a market for those who don’t want to do it themselves. Don’t get me wrong – I’m a big fan of DIY – in the right capacity. (i.e. no inexperienced fingers were harmed during the creation of your DIY project.) While there are a lot of very good DIY-ers, some projects are not as easy as DIY magazines, online websites, and television would have us all believe.
(I shudder at my last tile project. No, you don’t want to see it. Ever.)
A couple came into our showroom on Saturday – both were very experienced DIY-ers and wanted to remodel their kitchen. “We didn’t pick a very good plumber for our last project,” she said. “I had to re-do the angle stops and reset the valves.”
“So why are you here?” I asked. Some people are overly ambitious but as we sorted each other out by delicate ‘how-much-do-you-really-know' questions and had reached the delighted ‘ah-you’re-one-of-us’ stage, I had to ask: “If you can do it all yourselves, why see us?”
They looked at each other and shrugged. “Can’t plumb, not a good electrician,” he said.
“We don’t want to do all the work ourselves,” she said. “That’s a big project, removing walls and all – we don’t want to be tied to the house forever. We can do the smaller projects.”
And I think that’s an important distinction for us in the full remodeling field.
