D-I-Y strikes O-I-L

With the widespread presence of quick-lube auto centers in recent years, it has become almost impossible to justify the idea of doing your own oil changes. When times were good and money was easy, why would a consumer go to all that trouble to change their own oil… especially when one might only save a couple of dollars! The same mentality was applied to many other light repairs and maintenance issues, like air filters and fuse replacement.

Well, now that money is a bit tighter, those few dollars are looking pretty good… so more consumers are climbing under the hood. That’s according to a recent study conducted for Honeywell Consumer Products Group; the findings were shared in a recent Marketing Daily article.

Implications: This posting transcends the automotive category. As people strive to save, more and more consumers are adopting a “Do It Yourself” strategy… when it comes to things like vehicle maintenance, home improvement, cooking, and more. So where’s the opportunity?
Helping them do it… right.

From classes about how to lay ceramic tile, to workshops about how to replace a burned-out turn-signal bulb, more and more consumers are doing more and more things… that they haven’t done in AGES! If you have insights to share about how to do anything well (or just “get it right the first time”), then you can cater to this important and growing segment.

Think about it: If a consumer has hired a caterer for her last half-dozen home entertainment occasions, but now she’s preparing all the food on her own for the first time in three or four years… how might she feel about getting some lessons or tips on entertaining? Preparing appetizers? Choosing affordable but tasteful wines?

At times like these, expertise might be one of your most important products.

By the way, if you sell services that compete with D-I-Y alternatives, it might be time to head back-to-the-basics… of explaining the true value proposition behind your services. For instance, the cost of having it done wrong (expressed in terms of both finances and frustration)... or the time savings and expedience of hiring a project done, rather than doing it yourself over several (valuable) weekends.

Mike Anderson