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After 15 years, Home Hardware has renovated its familiar tag line, updating it from “Help is close to home” to “Home owners helping homeowners.”
The updated tag line is featured in an ad campaign comprised of online banner and TV ads and features 30 store owners from all over Canada talking about new products.
The TV spots will play on major networks for one year, and additional ads will be run in publications produced by the Toronto Blue Jays and NASCAR Canada, both of which are sponsored by Home Hardware. Sharpe Blackmore Euro RSCG created the campaign, which launched on Oct. 11, while PHD handled the media buy.
Home Hardware decided to change the tag line to remain competitive in an increasingly challenging marketplace, said Richard Hill, vice-president, group account director at Sharpe Blackmore Euro. “The old theme line did work very successfully for us, however, the quality and convenience of service are both being challenged.”
Canadian Tire is opening smaller format stores in more urban centres, and Home Depot is also opening stores in smaller communities. Both are in direct competition with Home Hardware, which are typically been located in rural areas.
“Primarily, we were looking for a way to differentiate ourselves from the competition,” said Rob Wallace, public relations and promotional events manager for Home Hardware. “Competition is steep across the country, no matter where you are. Retailers are blurring lines and dealers are competing with a variety of format stores.”
The new tag line reminds shoppers that the owners of Home Hardware stores are independents, and not a franchised or chain operations, said Hill. According to a telephone study of 1,400 people conducted by Harris/Decima, 37% of consumers didn’t know Home Hardware stores were independently owned. In addition, 63% of consumers thought service was better at an independently owned store.
“This was where the opportunity was born,” Hill said. Independent owners work harder and are better able to meet their customers’ needs, he said. Focus groups perceived this as well. “[Home Hardware owners] can solve customers’ problems on the spot, match any pricing without relying on a central buying agency, and can customize stock.”
A Sharpe Blackmore-redesigned website, HomeHardware.ca, includes project ideas, national sale offers, flyers, financing options and gift cards, as well as a search function for customers to access the 60,000 items offered through Home Hardware distribution centres.
