DIY

Today 85% of home-related purchase decisions are made by women. In order to be relevant to this audience, you have to understand the economic, emotional and intellectual triggers that spur spending right now, as opposed to five years ago.

Through our proprietary consumer panel and ethnographic research, we can take you beyond simply identifying basic audience segments, like the Casual DIYer and DIFM women, and introduce you to more nuanced, key typologies like the "Lone Wolf" and the "Wellness Facilitator," so you can best understand how to connect with her to drive sales and increase retailer acceptance.

Minwax

Minwax has been a Brushfire client for nearly 40 years. During that time, the agency has helped grow the Minwax brand to an 85% market share. We have developed strategies to solidify the core franchise, expand the user base and establish Minwax as the category leader.

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Thompson's WaterSeal

Brushfire has been working with Thompson's WaterSeal since 2003 and is responsible for all strategic planning and advertising for the brand. The insightful marketing programs we have developed continue to build share of market, brand awareness and bottom-line sales for the company.

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International Garden Products

International Garden Products (IGP) is the parent company of a variety of quality flower brands, such as Weeks Roses and Thompson & Morgan. Branding of products at retail nurseries was almost nonexistent when Brushfire and IGP created the branding campaign for all of its products. Brushfire created in-store posters, product tags, brochures, print ads and banner ads. The work resulted in IGP becoming the first brand to launch and sustain a fully integrated campaign in U.S. retail nurseries directed at consumers.

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Trex

Brushfire was involved in every aspect of the Trex launch, from naming the product to providing in-store materials and seminars to developing all advertising and promotions. Despite very minimal ad dollars, we developed a highly effective campaign utilizing very strategic and targeted marketing and PR efforts rolled out sequentially to each of the brand's multiple audiences including architects, builders and contractors, distributors, municipalities, lumberyard owners, and finally, homeowners.

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Velcro

As a public relations client for 18 years, Brushfire helped Velcro USA Inc. launch consumer products as diverse as toys, hair rollers, DIY and sewing products, generating hundreds of millions of consumer impressions and supporting Velcro's position as "America's favorite product."

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Learn more about our:

2011 Segmentation Study

DIY Consumer Panel

View a case study of Minwax

2011 DIY Segmentation Study

We all use terms like DIY, DIFM, BIY and Weekend Warrior. But how do these classifications differ for women versus men?

Brushfire believes a generic classification of who our clients' customers are just isn't enough. To truly understand the emotional and intellectual drivers for women in the DIY arena, we prepared a Consumer Segmentation Study identifying five key typologies within the space.

The segmentation was prepared in March 2011 using a combination of qualitative interviews and quantitative surveys with over 150 women from our national panel of female DIYers.

Our research has uncovered valuable insights into how women in each segment think and act. That information helps us deliver more relevant marketing ideas and programs, delivering business impact and increasing brand energy.

DIY Consumer Panel

We are passionate about the DIY space and continually seek to further our understanding of changing female purchasing and behavioral patterns. To best accomplish this, we established a proprietary national panel comprised of female DIY consumers.

Each diverse member of our panel is individually recruited and screened. These women are all trustworthy, unbiased, articulate and collaborative. We tap into them to answer specific research questions for our clients as well as to get a general sense of new and emerging attitudes, behaviors and trends in the home improvement arena.

Their insights help guide our decision making and provide our clients with an up-to-the-minute view into consumers' purchases and attitudinal behaviors in the DIY market.