Targeting 3 DIY Segments; The Crafter, The Fixer, and The Builder – LACED Agency created DremelDepot.com, a facebook-esque digital & social application that connects the world’s most talented & novice DIYers in one community. Dremel wanted to strengthen their longstanding partnership with HomeDepot, while simultaneously adding value to their customers’ day-to-day lives. Creating a digital community where DIYers (Do-It-Yourselfers) and DFMers (Do-It-For-Me-ers) alike, could connect with each other, share, learn, and inspire each other was just the thing Dremel needed to connect their customers and partner, HomeDepot—all together in one place, digitally.
MAKING IT RESPONSIVE
DIYers are on the go; in the yard, on the job site, or the shed – and that means mobile! LACED Agency designed the DremelDepot.com community to be responsive; meaning accessible on the desktop, mobile, and tablet devices. So when ever or where ever you are – Dremel Depot stays with you. The mobile site is as rich in functionality and features as the desktop version and provides the same interactive DIY Community experience. Users can easily like, comment, and see the number of views on any project, navigate with an easy menu bar, search for Projects, view the Project Gallery, upload a project of their own, view their messages, and visit their accounts….all in the palm of your hand. DremelDepot.com Connecting the experienced and emerging DIYers together in one community – accessible on all your devices, all the time.
LACED created two (2) marketing videos for DremelDepot.com. The first video was a teaser, designed to drive membership and build pre-launch buzz. The second video was longer in length, used fun “How-To” visuals, and a voiceover. This video was designed to entertain and educate (or as we like to say, “Edutain”) users about the community’s features and overall functionality.
In order to create a pre-launch buzz, LACED Agency recommended a count-down page and sign-up form for early adopters. Meanwhile, Exclusive Invites were sent out to top DIY personalities, DIY bloggers and media, as well as key influencers to test the community site in a Phased Rollout Strategy. Gathering their initial experiences, ratings, and feedback was key to future marketing efforts and future phased rollouts to wider DIY audiences. Allowing these DIY Influencers to “Share their DremelDepot experience” with their personal audiences also created not only virility but also reputability, authenticity, and transparency for DremelDepot as the community expanded to wider audiences.
Dremeldepot’s Pre-launch Marketing efforts included a landing page, quick sign-up form for those users who were interested in getting an early invite to the community or being the first to try it out once the formal launch rolled out.
ONGOING MARKETING: COMMUNITY ENGAGEMENT
Communication is paramount to any successful relationship – offline or online, business or personal. Building a digital community demands sophisticated communication functionality and LACED delivered. The MESSAGES box alerts users to notifications; when users “like” or “comment” on a project of theirs, as well as Notifications from Dremel regarding new promotions or earning reward badges. Users also receive personal emails when they engage that community; joining receives a “welcome email”, various community behaviors receive “Congrats! You have earned___new badge!”, etc… This not only helps keep users engagement with DremelDepot but also drove excitement for users.
INCREASING USER PARTICIPATION
LACED Agency wanted to make DIY “fun” again – so providing incentives for increased, on-going community engagement was a must! We designed a rewards program with fun DIY Badges based on skill level, level of engagement, and posts/shares to encourage on-going engagement tied to monthly promotions and rewards!