Wpart, : Lig ht jobs and,ffiProduc'lr SWEAT EQUITY:

By Wrlly Lynch Paid Associates

C WEAT EQUITY is the sizzle

9 emitted by a steak being broiled. It's the number one benefit accruing to the d-i-y purchaser. It's also the last thing, if ever, mentioned in advertising in our industry.

We are instead driven to beating one another over the head with price, assortment, quality and guarantees ad nauseam. We forget, though we spend millions, to speak to our customers that bit of doggerel every first semester marketing student must memorize.

"To sell Jane Smith what Jane Smith buys, you've got to see through Jane Smith's eyes".

Memorizing and effectively implementing are quite obviously two different things. This is not a discourse on the differences but rather some observations on opportunity available through using the customer's eyes, ears and needs.

When the Home Center Research Bureau evaluated some 150 d-i-y projects, they provided a significant view of what Jane Smith sees. hears and wants. Information from the study centers on the top 50 d-i-y projects implemented in 352 million homes during the 12 month period examined.

Aside from the staggering number of participants, the study concluded, among other things:

That less than 250/o of the projects were done by professionals.

The main reason for using the tradesmen was lack of proper tools.

The top 50 tasks were considered to be "light jobs" defined as doable in a weekend.

The d-i-y customer wants personal and individual helpful project advice.

The marketing implications generated by such data are enormous. For ease of use, let's classify these projects by retail department. You may classify differently than shown, but the intent will be evident.

PAINT & DECOR: Painted a room (26.7 million homes); Installed shades/blinds (17.4): Wallpapered (12.8); Caulked around windows (11.0); Installed carpet & pad (9.9); Painted entire exterior trim (9.3); Painted entire exterior (7.0); Set up R-T-A fuiniture (7.0); Refinished furniture (7.0); Painted interior trim (6.4):

Installed floor tile (3.5); Installed sheet vinyl flooring (3.5); Resurfaced a driveway (2.9). Total: 13 projects in 124.4 million homes.

ELECTRICAL: Replaccd light fi xture/part ( I 4.5) ; Installed ceiling fan (12.2): Installed new fixture (8.7); Installed electrical outlet (8.7); Installed fan light kit (7.5); Added electrical wiring (7.0); Installed room A/C (5.2); Installed washer/dryer (5.2); Installed dimmer switch (3.5); Installed shop light (3.5); Added circuit breaker (3.5). Total: I I projects in 81.2 million homes.

PLUMBING: Replaced toilet seat (12.8); Replaced sink faucet (9.9); Installed towel bar/hooks (7.5); Installed shower head (6.4); Installed sink (3.5); Replaced water heater (3.5); Installed water heater (2.9). Total: 7 projects in 46.5 million homes.

HARDWARE AND TOOLS: Replaced lockset (8.7); Weatherstripped doors/windows (7.5); Installed smoke detector (7.0); Replaced glass in window (5.8); Added dead bolt lock (5.2): Mounted mail box (5.2); InstalleO closet shelves (4.6); Put lockset on new door (3.5); Installed garage door opener (2.9). Total:9 projects in 50.4 million homes.

LUMBER AND BUILDING MATERIALS: Installed screen door (5.8); Patched roof (5.8):

Installed moulding (5.8); Installed rain gutter (5.2); Re-roofed entire home (5.2); Added shelving (4.6); Replaced entry door (a.6); Installed paneling (a.O; Replaced window (4.6); Built a wood deck (3.5). Total: l0 projects in 49.7 million homes.

In addition to these top 50 projects completed in some 352.2 million homes, a special identification was generated for the lawn and garden department. Projects completed in order of rank were planted flowers Q9.2 million homes): planted vegetables (19.2); planted shrubbery (12.8); re-seeded existing lawn (9.9); created a new garden (8.1). The total was 5 projects in 79.2 million homes.

Technically, planting flowers at 29.2 million homes makes this the number one d-i-y project around.

To old pros and neophytes in the retail advertising business, as well as everyone in between this study provides the data to zero in on communications to customers as never before. First, think about issues. There are 50 top jobs requiring installation services, materials, how-to advice and tools.

In addition, there are five seasonal lawn and garden top jobs requiring installation services, materials, how-to advice and tools. The options and possibilities are almost endless and in total they reach 352.2 million homes all year round plus another 79.2 million homes seasonally through lawn and garden.

Story at a Glance

How to get the sizzle out of "sweat equity" ways to relate top d-i-y projects to advertising, promotion, merchandising.

THINK ASSORTMENT: good, better, best. THINK TOOLS: starter, advanced amateur and professional sets. THINK HELPFUL ADVICE: manufacturer-furnished installation instructions, specially printed step by step instructions, an experienced staff to advise the customer every step of the way. THINK INSTALLATION: store craftsmen will install it, associated shops will install, the store will