1. Home Depot
Marketing Strategy Proposal
Max Levine

2. Home Depot
 As a home improvement warehouse, Home
Depot’s customer base includes
professionals and do-it-yourselfers (DIY)
 There is competition from local hardware
stores and other warehouses
 Home Depot aims to create a sense of
brand loyalty with a positive brand image
 Wants to empower customers to feel
comfortable working on their own home
improvement projects

3. Marketing Strategy
 Target individuals (DIY) and small
contractors without established suppliers
 Create and integrate multiple forms of new
media
 Twitter
 Facebook
 Tumblr
 YouTube
 Improve search mobile marketing efforts

4. Social Media
Facebook
Post photos and videos of DIY projects, both
completed and in-progress
Encourage commenting and posting of user-
completed projects
Post relevant news articles about company
and its efforts, current promotions, what’s new
in store, and new products
Monitor and respond to user posts

5. Social Media
Twitter
Main use is to watch for mentions of brand and
respond to those posts
Post links to news articles relevant to the
industry
Link to self-produced content, such as videos
and pictures of projects
Similar posts to those in Facebook profile, but
not in same format

6. New Media
Tumblr YouTube
 Post pictures and videos  Example DIY project videos
 Occasionally post news  Common project mistakes
blurbs, with links back to the and error avoidance videos
Home Depot website or to
the Facebook profile  Encourage users to
comment and post video
responses with their own
projects
 Monitor and respond to
comments and response
videos

7. Internet Marketing
Search Engine
Mobile Marketing Marketing
 Targets customers on the  Similar to mobile marketing,
go looking for information but with more detailed
on how to do specific information shown on
projects and for specific landing pages
products
 Shows multiple local stores
 Link to Home Depot site
with project information  Landing pages link to
and videos relevant Facebook and
YouTube posts that
 Additionally display product showcase the project or
information and closest product, and allow for
store location, hours, price customers to quickly and
and availability easily find other users
impressions

8. Overall Marketing Idea
 These efforts seek to increase brand loyalty
and conversion rates
 Customers are more likely to do projects
they feel comfortable with
 Seeing other experiences increases their
comfort level
 Increase interaction of customers with the
Home Depot brand

9. Measuring Success
 The main component of this campaign is to
increase brand interaction and loyalty
 Basic success metrics will include measuring
increase in “likes,” “follows,” and “subscriptions”
of the social media pages
 More extensive metrics will measure the amount
of interaction we have with those following the
brand on social media
 Internet marketing will track users who follow ads
and proceed to call or place online orders

10. Budget
 Based on Home Depot’s 2011 fiscal year reports, I
propose a $150K campaign
 Includes social marketing, content creation, and
internet marketing
 Social media efforts are year-round, with type of
projects being covered varying with the seasons
 Internet marketing is year-round with a dip during the
winter months due to the off-season for home
improvement
 Recommend spending $100K for internet marketing
and $50k for social media and content creation