Making your brand part of the DIY consumer journey

If I had to describe myself as a pinterest persona, I’m a “finger painting warrior”.

We, “finger painters,” look for easy projects, unlike what I’d call “power tool titans.” My dad is one of those. He has a whole shrine where his power tools lay, awaiting for broken furniture or wood working projects to be sacrificed to them.

I’ve always wanted to graduate to being a “power tool titan,” but young adults like me can’t afford to buy a home yet (so there’s nothing to fix), and don’t want to invest in big home renovation projects.  Instead, we look for easy ways and small adjustments that make a big difference in making a temporary home our own.

Unlike older generations that took shop class, we do not have a shop in the back of the house or power tools.

Sheez, us younglin’s can’t even tell the difference between a Phillips and a slotted screwdriver.

If a brand wants to talk to finger painters, they need to understand the kinds of finger painters out there:

Those who enjoy handy work but don’t know how to start,
and those who don’t enjoy it but can’t afford to pay someone to do the work.

As a digital generation, the answers to our ignorance rely on Youtube videos and blogs.

By watching tutorials, a clueless finger painter like me can learn almost anything.  Without tutorials, I wouldn’t have been able to sew a Toothless plushdoll or repair my sewing machine in the process.  I also, most definitely, wouldn’t have been able to replace my locks, or make an ottoman.

My capstone course to graduate to baby-mini-whitebelt Power Tool Titan:

Make my own ottoman.

I am clueless when it comes to handiwork, so I follow a “build an ottoman” tutorial step-by-step and even try to get the exact same supplies listed in the tutorials.

So this is the part where I notice these home improvement brands are slacking:

While shopping for supplies I noticed brands like Home Depot, Lowe’s, and even Joann’s host skills classes.  They teach you useful skills like, for example, putting tiles on a floor on-site, and all you need to do is to register for these.

These companies also have tutorials on Youtube, but they’re hard to find if you’re not looking for a specific brand.  If I just searched (independently) “how to clean grout,” “how to do button upholstery,” or “how to change locks,” a brand like Lowe’s would be nowhere to be seen in the search results page.

Let’s shift gears and discuss another course to getting closer to becoming a power tool titan: Replacing a lock.

When I moved apartments a couple of years ago, I quickly learned that I could save $60 that a contractor was charging me, if I learned how to change my own lock.

Now, if we Google “how to change locks,” there are 390 million results, which means Lowe’s would have to beat 390 million results if they want to be among the first results, right?  

Google Search results:

Screen Shot 2014-06-21 at 2.57.18 PM

However, when I Youtube the same thing, the number is only 185,000. So for Lowe’s the odds to stand out in Youtube are greater:  390MIL vs. 185K.
Hence, I’d imagine it’s a lot easier to land on the search result front page on Youtube (?)

Youtube search results:

Screen Shot 2014-06-21 at 2.31.05 PM

Brands are wasting a huge opportunity to engage with consumers like me by not investing in ways to optimize video search results.

The first result, which you can see in the imageabove , is the most likely to be clicked.

So I end up watching Repair101’s video hosted by a guy talking about the superior quality of Schlage locks (in a very organic way, although who knows if Schlage paid him for endorsement).

Lowe’s would be better off reaching me during my Youtube tutorial searches.  When I watch videos, I’m in learning mode, paying attention, perceptive, and hitting pause and play to make sure I get everything they said.

In the end, instead of becoming a Lowe’s convert, I ended up searching for Schlage double cylinder locks online and seeing whether it fit into my budget.

Now, I’m returning my EZ Set lock and plan on buying a Schlage lock next time.

The question is: Shouldn’t I be buying the Schlage lock at Lowe’s instead of Home Depot? But then again, they didn’t do the work to be top of mind.

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