Marketing Trends: Cracking the DIY Code
In this changed economy, DIY culture is king. Let me introduce you to the new consumers (and they can be intimidating): they’re ready to reupholster a great Craigslist chair, bake sixty homemade pies for their wedding, or use online home rental services to play travel agent. They’re also deliberately choosing to support other DIY friendly ventures—shopping Etsy for handcrafted Christmas gifts or spending more to eat at locally-sourced and operated restaurants.
Ok, you’re thinking, I get it. But unless you’re Home Depot or an Etsy extraordinaire, you’re probably wondering: what does this mean for my marketing strategy? If you crack the DIY code, the answer is simple. Three words: do it yourself. Emphasis on the last word. The DIY movement is all about you, which, for consumers, translates to “all about me.”
Here’s a simple fact: everyone wants to be unique. In a world where we are all constantly sharing with each other, consumers are in search of individual experiences. This quest can be reduced to three basic elements: experience, creativity, and control.
The “experience” is equally, if not more, important than the product itself. When the Recession hit, values shifted and sent consumers seeking authenticity. The economy might have motivated people to roll up their sleeves and redecorate their own house instead of hiring a decorator—but the experience of painting their own kitchen together late into the night is what will convince them to tackle their landscaping next spring.
Think about the experiences you are providing or creating:
- Are they authentic?
- Are they engaging?
- Are they an integral component of your product/service/cause?
People don’t just want to be authentic—they want to stand out. Global marketing and social networking means that we’re all becoming a little more homogeneous. A significant part of the DIY appeal is the simple fact that no two products or endeavors are alike. Ultimately, people want to identify with causes or companies that strengthen their identity as an “individual.”
How are you allowing your customers to express their individuality?
- Keep in mind that consumption itself can be a creative act.
Consumers who have been empowered by DIYism expect a certain amount of control. Their new consciousness of their own capabilities and creativity heightens their sense of authority in interactions with companies and products.
Are there opportunities for customers to engineer or “craft” their experience with you?
- Do your customers have choices? A place to speak up?
- Does their input actually impact the final outcome?
Include your customers in the dialogue, but recognize that when you talk to the new economy consumer, you have to speak his language. Consumers are smart, empowered, and creative, and if they are not satisfied with your efforts, they’ll just do it themselves.
–Kathryn White
