B&Q: How advertising helped B&Q do it - IPA Effectiveness Awards Case Study 2002

Brief Description: B&Q advertising campaign from 1996-2000. Objective: to increase spend per customer and pull customers from competitive DIY stores at a time when the market had matured. Launched B&Q Warehouse which offered better price, range and service. Advertising used B&Q staff. Media: TV, national press. Evaluation: 25% increase in customers in 2001 (compared to 1996). Annual sales growth of 14%. Market share grew 4.5% over this period. Successfully communicated new products, price message. B&Q was kept front of mind. Advertising generated profit of £144 million 1997-2001, 8.3% over ad investment. ;---(TAGS)--- Full Title: How advertising helped B&Q do it ; Number: 2002/21 ; Brand Name: B&Q ; Client: B&Q ; IPA_ProductCoding: Retail (DIY retailing) ; Agency: Bates UK ; Author: Steve Hopkins, Nicholas Docherty ;