The DIY category tends to benefit from downturns, since many people prefer to save money by doing repairs and renovations themselves. Plus, since people tend to cocoon rather than go out, they want to make their homes as pleasant as possible—focusing on family needs and the home is seen as a solid investment.
So bauMax, an Austrian-based chain in Central and Eastern Europe that’s akin to Home Depot, was clever to revive its Selfman hero, who guides ambitious DIYers via a series of How-To videos. Each video segment is several minutes long and embeds advice and instructions within a humorous plot; a handy list of tools needed for the project is also included. The result: While the DIY industry in Austria had a sales decline of 1.6 percent between September 2008 and June 2009, bauMax sales increased 1.5 percent.
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