Who Are They, and What Motivates Them?

The term “DIY” is a widely recognized phrase that stands for someone who – whether by choice, circumstance, or obligation – takes on a “do-it-yourself” project. For building products manufacturers, it is neither a narrow audience nor is it one that can be targeted with blanket assumptions.

To generate optimal results on the marketing front, your brand should look at DIYers as a campaign-specific audience.

A “DIFM” (one who asks a professional to “do it for me”) typically operates from a place of simplicity or means. Having a professional tackle a job once – and to completion – can be viewed as a luxury. Different forces are at work for DIYers. For some, pride in craftsmanship is held paramount. For others, a DIY task is driven by financial or life circumstance and is taken on with reluctance. DIYers often tackle all elements of their project, which means these individuals rely heavily on pre-project research and planning.

There are different levels of DIYers to consider: light, moderate, and heavy. Each has unique drivers and aims, which has the de facto effect of making each a unique audience.

The Light DIYer

Light DIYers are those who take on smaller, easier jobs. Research conducted by The Farnsworth Group reveals numerous characteristics and nuances for this audience.

Broadly, light DIYers are more motivated to try new brands. They are the most likely DIY subset to be driven to the approach not out of choice or preference. Others may simply understand their limits and only feel comfortable tackling such small jobs. As such, it is vital that brands trying to court this audience understand that more effort will be required to escort them through a project. Knowledge cannot necessarily be assumed, which is why it’s important for brand content be produced to support the effort. Videos are a valuable way for brands to cater to the audience and ensure all skill levels are accounted for—beginner to advanced.

Those in this group – and more broadly, those who undertake smaller projects voluntarily – are often new to DIY work but are willing to learn. Brands should embrace this willingness. It can contribute to ensuring that products are used correctly. It is also an opportunity for the brand to educate and foster long-term trust should a light DIYer escalate his or her efforts.

DIYers on this end of the spectrum are also most driven to try a new brand based on availability. Cost savings is also a motivator. In terms of general product drivers, the light DIYer values price and ease of installation higher than the other DIY categories. There is only a certain amount of risk the light DIYer is willing to accept with their purchase.

The Heavy DIYer

Heavy DIYers are, as the name implies, the most willing to undertake jobs themselves. This often holds true even if the task is beyond the scope of their current abilities. Heavy DIYers are often “all in,” even if it means learning a new skill. DIY work is more personal to them than the other levels; they view themselves as craftsmen and hobbyists.

The Farnsworth Group reports that this DIY collective is the most likely to engage with a brand’s web and social media presence. Though product availability is a high value, heavy DIYers are the most likely group to have brand loyalty loom large in their decision-making process. Cost savings is a secondary concern. Instead, the quality of their work and pride in their abilities are often of chief importance.

On the DIY spectrum, these customers are the most likely to seek out sustainable options for their project. Whereas other levels will conduct significant internet research, heavy DIYers are most likely to take their research offline with a brand’s product samples being a product driver. Likewise, they are most likely to value domestic-made products. They are the least likely DIY segment to use a home improvement store’s website as a source for product research. Word of mouth and information from their personal network can impart knowledge on the best solutions and products for a given project.

Like marketing to light DIYers, targeting this specific group requires specific tact. Messaging should not only be informative, but it should embrace the values they hold dear. A specific level of knowledge can be assumed with this group. Given this, the brand should explain product nuances from that perspective to avoid appearing that the product manufacturer is talking down to them in a negative way. Brands can devote more time to other drivers like warranties, competitive comparisons, technical specifications, and other “secondary” value propositions.

The Moderate DIYer

Like the middle bear’s porridge, many find a divide between the two poles – light DIYers and heavy DIYers – to be just right. Quality and longevity are held in high esteem in terms of project-specific values moderate DIYers are the most likely subset to conduct research before undertaking a project. Even still, product availability is valued highest among this group than the other DIY levels.

Moderate DIYers conduct research most frequently on Google or other search engines. Amazon-sourced information also carries significant weight for moderate DIYers. Costs are a concern as well. Moderate and light DIYers are the two categories most likely to have postponed a project due to cost.

Moderate DIYers have significant awareness of their abilities. Perhaps more importantly, they understand their limitations. With this in mind, brands should offer “outs” when catering to this specific audience. For example, the presenter of a DIY video targeted at this group can occasionally remind viewers that it may be prudent to contact a professional if they are not comfortable undertaking the task.

The moderate DIYer can also be broken down to a unique subcategory: the “do-it-with-me” (DIWM) audience. This is somewhat of a mentor-mentee relationship, as DIWM customers would seek guidance from a credible source or professional. They would initially be shown how to perform a job or installation with the intention of undertaking the same task solo in the future. In such an instance, the mentor might be a professional contractor, or even a heavy DIYer. The word-of-mouth element of the DIY audience would subsequently extend to this subcategory as the DIWM-er would likely want to know the “what and why” of the products used. This in-person form of research is ultimately a precursor to future DIY endeavors.

Getting Started: Conducting the Self-Evaluation

For a building materials brand to succeed in this space, it pays to be self-aware. Undertake a thorough self-vetting process before developing and investing in a DIY marketing strategy.

Ask yourself these questions:

• Does the brand/product even lend itself to being DIY friendly?
• Objectively, how easy is it for a nonprofessional to use the product?
• What tools and/or abilities are needed to complete a project that uses the brand’s products? Those requiring basic tools/techniques may have a more straightforward approach for light and moderate DIYers. Jobs that necessitate the purchase of expensive or specialty tools – or that mandate a highly precise installation – may only find targets in heavy DIYers.
• Does the brand have technical support available for DIYers who have questions? Post-purchase support is essential for a correct installation and to foster a positive brand-client relationship.
• Are there any pitfalls to a DIY experience with the product? If an improper installation has significant or dangerous repercussions, is the customer aware?
• Is the brand prepared to make investments in digital resources that walk customers through an installation?

Content that caters to a DIY audience can reach all levels, but specific considerations need to be made so as not to alienate another audience.

Show Me How: The Power of YouTube

YouTube is an unmistakable force in the DIY world. Both light and moderate DIYers are highly likely to seek out guidance for projects ahead of time. YouTube exists as a library unto itself, being a veritable cornucopia of information with any one DIY project having dozens—or more—of instructional videos. In fact, 55% of millennials tap YouTube for home improvement information.

Because YouTube and other social media platforms allow for precise targeting, brands considering a DIY-friendly marketing approach can and should choose to be specific. The platform has a large pool of users. More than 2.7 billion people access the site at least once a month. Viewers turn to the platform for its entertainment, of course, but also its authenticity and nearly unlimited library of content on virtually any topic. As such, it was a natural fit for it to serve as a repository for how-to and procedural videos, one of the site’s bread-and-butter genres.

DIY as a practice has a massive scope, with the three categories of DIYers only serving as general tendencies. For example, elements like videos should be employed with selectable chapters, a tool native to platforms like YouTube. With this approach, new or light DIYers will find value in a comprehensive walkthrough. On the other hand, heavy DIYers, who are more experienced, can skip forward to precise points in the video, expediting their efforts.

Employing Influencers

Influencers can carry a lot of weight when it comes time for a DIYer to look at the process for a job. Because of YouTube’s size, it’s the perfect virtual base camp for influencers. Each has individual channels, with some even having more than one channel depending on their focus. In this space, influencers carry weight when they target a specific niche. For instance, there are countless channels devoted to whole-home DIY projects but fewer devoted only to things like tile and stone installations in bathrooms or garage cabinetry. This is where brands can afford to be discerning in order to find the right audience for their goals.

When seeking out an ideal influencer, brands should research whether a presenter has already formed an opinion of their brand, or if they have even used their products in past videos. In most instances, brands would want to partner with presenters who do not have any experience with the brand or those who already hold it in high regard. It works against the credibility of both the brand and influencer if positive reviews of a product come after previous videos with negative feedback.

Perhaps the most important element of influencer programs is that influencers serve as an effective entry point for the brand. The end user learns how to complete a project with the brand’s products, and the instruction acts as an in-the-flesh testimonial that happens before one’s eyes. Even when an influencer is paid, the DIYer can forget this. The presenter’s trust and legitimacy—hopefully authentic—carries value as a first impression and sets the stage for subsequent DIY projects.

And the results speak for themselves. A Nielsen/Carat/YouTube branded video study found that collaborations with YouTube creators are four times more effective at driving brand familiarity than partnerships with celebrities.

DIYers: The Right Targets, the Smart Approach

A dedicated DIY-centric marketing approach may not be the right fit for all brands in the industry. But for the companies where a DIY audience makes sense, even in a small capacity, it can certainly be a worthwhile effort. Even nominal investments in such a marketing approach can represent a significant impact on a company’s reputation and bottom line. After all, a small part is still a part.

Specificity is the name of the game when it comes to reaching a DIY audience. It is a matter of conducting objective self-reflection and a thorough examination of goals and then preparing to invest wisely in the tools that will motivate this audience to engage your brand for their next project.

BLD Marketing can help you formulate a winning strategy to get the attention of DIYers.

Click here to start.