The Home Depot becomes the dominant home improvement chain in the country…by far!

THE SITUATION: 1988
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The Home Depot was started in Atlanta. Soon afterward, they expanded to Houston, Dallas, and Phoenix with some success. The next market, Los Angeles, proved much more difficult.

At that point, they hired Admarketing as their national agency.

THE PROBLEM
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The Home Depot’s goal was to become the preeminent home improvement retailer nationally. Their initial foray into Los Angeles had proven more problematic than expected. And they now sought a solution to successfully mounting this ambitious expansion.

In addition, much of The Home Depot’s advertising budget relied on co-op dollars from manufacturers. The goal was to develop a highly successful proprietary image while satisfying co-op requirements.

THE SOLUTION
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screen-homedepotThe initial effort was to establish The Home Depot as the low price leader, and to advertise other advantages after establishing that solid base.

The theme, “Low prices are just the beginning,” clearly stated the position. The media strategy was to dominate their primary medium with heavy 52-week television schedules followed by weekly fliers.

THE RESULTS
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graph-homedepotThe unprecedented expansion of The Home Depot is perhaps the most successful growth story in the history of American business.

From New York to San Diego, from Seattle to South Florida, The Home Depot opened market after market. And Admarketing’s expertise and organization made the whole process seem effortless.

In the five years that Admarketing guided the advertising and marketing, The Home Depot became the dominant home improvement chain in the country…by far!