Home Depot Launches Second Spot Campaign

Share this content:
The Home Depot Do-It Yourself Stores, Atlanta, last week launched its second direct response TV campaign with 60-second and two-minute spots pitching the retailer's book, "Home Improvement 1,2,3."

Home Depot's latest direct effort comes on the heels of an increased focus on direct marketing initiatives. The company recently installed Jeffery Cohen as its executive vice president of direct marketing.

"We're looking for as many different ways to reach people as possible," said Rob Hallem, director of internal communications and the project manager for the book. "We want to positions ourselves as the number once source for information in the store but we wanted to get outside the four walls."

The spot was produced by Guthy-Renker Direct, based in Santa Monica, CA. PDS Corp., Los Angeles, is handling fulfillment while West Teleservices Corp., Omaha, NE, manages inbound telemarketing.

The 450-page book sells for $24.95 and airs with no offers and is also available at retail in Home Depot and book stores. The book was published by Meredith Publishing and is based on a compilation of the most commonly asked questions of Home Depot employees. The giant home improvement retailer two months ago launched the second series of home improvement books with "Outdoor Projects, 1,2,3."

The company had launched its first DRTV ad about six months ago to sell the chain's proprietary Husky Torque Driver.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above