Back to last page DIY WebTips & Columns Challenge: Increase traffic, generate sales and maintain customer loyalty in the very competitive home center market. Solution: We made it easy for dealers to provide added value by offering helpful advice, giving customers ideas on new projects, and giving them the ability to do it. We prepared hundreds of how-to articles, which dealers could use on a weekly basis -- publishing them in their local newspapers, sending them out in monthly newsletters. We also developed an automated internet version of the articles which attracts customers to a dealer's website for a weekly tip and a searchable archive of articles. Customers told dealers they couldn't wait for the next column. Dealers told us it worked. "Thanks for your solution to my advertising frustration... I have received the greatest response EVER from newspaper advertising..." "Customer response has been great!! They look forward to the column every week. It has created a following and new people look to us to have the answer for their other problems." "The ad brings a lot of awareness of your store and people recognize you as the expert." "This type of advertising has had tremendous success in letting consumers know we're the home of the professionals. We've heard more feedback on this way of doing it than we have with anything else." Back to last page