Mitre 10 has put it­self in the home-im­prove­ment me­dia space with its own on de­mand plat­form. We talk to gen­eral man­ager of mar­ket­ing Jules Lloyd-jones about the strat­egy be­hind it.

New Zealand Marketing - - 20 Hot List 2018 -

When and why did Mitre 10 start mak­ing videos?

We started cre­at­ing our own con­tent in 2012 with our most pop­u­lar se­ries, Easy As. There was clear ev­i­dence that Kiwi’s DIY skills were in de­cline and as a home im­prove­ment re­tailer, we wanted to help Ki­wis stick with their DIY roots and see Mitre 10 as their DIY part­ner. The videos are all housed on our Youtube chan­nel and are sup­ported in-store with ded­i­cated screens and DIY project pam­phlets.

Who does it work with to pro­duce them?

We’ve been work­ing ex­clu­sively with Au­gusto from a pro­duc­tion per­spec­tive for the last few years. Its back­ground is in TV pro­duc­tion so they’re very nim­ble and can come up with so­lu­tions for most of our con­tent needs. We then work with FCB who plan and buy our me­dia strat­egy to sup­port the con­tent. All of this is co-or­di­nated and man­aged through our in-house con­tent mar­ket­ing man­ager.

How have those videos evolved over the years?

We started with our Easy As “how to” se­ries which has the core fo­cus on DIY and help­ing Ki­wis do it them­selves. We then moved into our Dream Zone videos which were more in­spi­ra­tional fo­cused and showed peo­ple how to cre­ate spe­cific looks and how to use Mitre 10 prod­uct to cre­ate these looks. From there we launched On De­mand and our episodic en­ter­tain­ment-based layer of con­tent. We also re­cently in­tro­duced our Easy As Gar­den se­ries fo­cused on pro­vid­ing an ex­ten­sive range of gar­den­ing tips, ad­vice and ‘how tos’. If we can in­spire our cus­tomers into projects, get them the right tools and show them how to get it done, we feel like we’ve done our job.

Who is the au­di­ence?

We have a re­ally broad au­di­ence. From flat­ties who are look­ing for af­ford­able stor­age so­lu­tions, to home­own­ers want­ing to do a full house ren­o­va­tion, to our very keen gar­den­ers.

What has Mitre 10 learnt over the years?

Al­ways start con­tent de­vel­op­ment from the cus­tomer's per­spec­tive. Our cus­tomers want prac­ti­cal ad­vice and knowl­edge from us so we have now steered away from cre­at­ing con­tent that purely serves to in­spire. Our heart­land and what our cus­tomers want from Mitre 10, is help and con­fi­dence in bring­ing their ideas to life. They want to know how to get it done, what tradies they might need to use and ba­si­cally how they can do it them­selves.

What’s your ad­vice to other brands look­ing to make their own con­tent?

Cus­tomer re­search is key, so hav­ing great in­sights into what peo­ple ex­pect and want from your brand, what they en­joy watch­ing and mak­ing sure the con­tent is the right fit for the brand and the chan­nels you plan to pro­mote it on.

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