Who we are - Handyman Club of America
Who we are - Handyman Club of America
Who we are - Handyman Club of America
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1<br />
<strong>Who</strong> <strong>we</strong> <strong>are</strong><br />
<strong>Handyman</strong> <strong>Club</strong> <strong>of</strong> <strong>America</strong> is an established lifestyle media brand that connects with today’s<br />
core, influential DIY enthusiast. Known for delivering cutting edge industry innovations and<br />
techniques, the <strong>Handyman</strong> <strong>Club</strong> has developed a loyal and passionate audience.<br />
For over 15 years <strong>we</strong> have built a solid foundation <strong>of</strong> trust with this “in-the-know” crowd. As<br />
a result <strong>we</strong> have been invited in to their daily lives. The <strong>Handyman</strong> <strong>Club</strong> acts as a filter, sifting<br />
through emerging trends and delivering only the most relevant and actionable content.<br />
We speak to them in the way they speak to each other. A <strong>we</strong>lcome comfortable tone that<br />
respects their level <strong>of</strong> expertise and years <strong>of</strong> experience. The depth <strong>of</strong> this relationship delivers<br />
a po<strong>we</strong>rful and pr<strong>of</strong>itable connection for advertisers. We <strong>we</strong>lcome your brand to become part<br />
<strong>of</strong> our conversation.
editorial buzz audience advertising<br />
2<br />
The Po<strong>we</strong>r <strong>of</strong> our message<br />
HANDY Toolbox Dedicated E-Newsletters <strong>we</strong>re an effective and efficient component <strong>of</strong> our<br />
campaign. The HANDY team was very helpful and responsive.”<br />
Barbara Hanson<br />
Sr. Marketing Communications Manager.<br />
Fluke Corporation<br />
“<strong>Handyman</strong> <strong>Club</strong> <strong>of</strong> <strong>America</strong> is a perfect fit for Kreg. It delivers to the right audience, and has<br />
the reach to help us spread the message <strong>of</strong> Kreg Joinery. The folks there do a great job <strong>of</strong><br />
understanding what <strong>we</strong> <strong>are</strong> trying to accomplish from a marketing standpoint and <strong>of</strong>fer us best case<br />
solutions for the questions <strong>we</strong> have. Kreg is proud to partner with <strong>Handyman</strong> <strong>Club</strong> <strong>of</strong> <strong>America</strong>.”<br />
Brent Gantenbein<br />
Kreg Tool Company<br />
“We’ve had great success with promoting products through HANDY. Their ability to customize<br />
programs to meet needs online and in print have resulted in successful campaigns year after year.<br />
Add in the <strong>Handyman</strong> <strong>Club</strong>’s reviews and <strong>we</strong> have the full package in one company.”<br />
Marilyn Bowden<br />
SKIL Po<strong>we</strong>r Tools, NA<br />
“The Handy Toolbox E-Newsletter was the right Tool for us! The amount <strong>of</strong> <strong>we</strong>b traffic generated<br />
from the feature was overwhelming; <strong>we</strong> experienced 8 times the amount <strong>of</strong> regular <strong>we</strong>bsite traffic<br />
to www.oxygenics.com which in turn lead to a huge spike in sales <strong>of</strong> our Oxygenics Sho<strong>we</strong>rheads.<br />
The pr<strong>of</strong>essionally written article captured the essence <strong>of</strong> our product and brought our message to<br />
their knowledgeable members who <strong>are</strong> always looking for new and innovative products. Thank you<br />
Handy Toolbox for featuring Oxygenics, your E-Newsletter was po<strong>we</strong>rful and the results speak for<br />
themselves.”<br />
David H<strong>of</strong>man<br />
Executive Vice President<br />
ETL ® Products
editorial buzz audience advertising<br />
3<br />
How <strong>we</strong> connect<br />
We filter out the waste and deliver the latest in product innovation and industry “know-how” to our<br />
core group <strong>of</strong> opinion leaders. Our media brands <strong>of</strong>fer the ability to surround their everyday lives.<br />
This multi-faceted strength, paired with the intimacy <strong>of</strong> our relationship, deliver a po<strong>we</strong>rful brand<br />
connection.<br />
Our e-news products <strong>are</strong> tapped into the first medium that can contextually and psychographically<br />
target. They have the ability to connect with opinion leaders at the precise moment they <strong>are</strong> making<br />
a purchasing decision. Our voice, like a trusted friend, delivers relevancy and current information to a<br />
core enthusiast who is “leaned forward” waiting to receive it. We <strong>of</strong>fer new discovery and actionable<br />
content.
editorial buzz audience advertising<br />
4<br />
Meet the Toolbox reader<br />
Our members represent the core <strong>of</strong> <strong>America</strong>’s home improvement elite. They anticipate our<br />
message and live for the next opportunity to roll up their sleeves and try the new products<br />
and techniques <strong>we</strong> serve-up every <strong>we</strong>ek.<br />
We <strong>are</strong> reaching Digitally Savvy Influencers:<br />
• I’m one <strong>of</strong> the first <strong>of</strong> my friends to try what’s new or cool in the handyman world 63%<br />
• People ask me for advice or recommendations on do-it yourself projects and<br />
purchases 74%<br />
• When it comes to do-it yourself home improvements or remodeling, I am willing to spend<br />
on items that will improve my skills 86%<br />
• Learned a new do-it-yourslef tip that I thought was useful in Handy Toolbox 78%<br />
• Tried a do-it-yourself tip I read about in Handy Toolbox! 52%<br />
• They read our digital products a minimum <strong>of</strong> once per <strong>we</strong>ek 76%<br />
• Once our products have been forwarded, it becomes a viral habit.<br />
88% occasionally – regularly forward our digital e-news products to friends and family<br />
SOURCE: 2009 Digital Influencers Survey, E-newsletter respondentss<br />
HANDY Toolbox Readers:<br />
Male: 89%<br />
Median Age: 53<br />
Median HHI: $55,000<br />
College Educated: 65%<br />
Homeowners: 86%<br />
Employed: 66%<br />
SOURCE: 2007 Subscriber Study, MRI Market Solutions
editorial buzz audience advertising<br />
5<br />
Dedicated E-mail<br />
Harness the po<strong>we</strong>r <strong>of</strong> contextual relevance, served<br />
up in an expected and anticipated voice. Trust our<br />
talented editorial team to craft a message for your<br />
brand that produces immediate, impactful results.<br />
468X60<br />
Benefits<br />
• 100% sh<strong>are</strong> <strong>of</strong> voice<br />
• Implied endorsement<br />
150X150<br />
image<br />
• Contextually targeted<br />
• Encourages viral send-to-a-friend functionality<br />
• Immediate and timeless, when archived<br />
120X600<br />
• Actionable<br />
88x31<br />
Mechanical specifications available upon request
editorial buzz audience advertising<br />
6<br />
E-newsletter sponsorship<br />
Exclusive sponsorship <strong>of</strong> HandyToolbox e-mails<br />
allow advertising partners the opportunity to<br />
maximize impact and the po<strong>we</strong>rful ability to<br />
engage readers through multiple touch points.<br />
Advertising placements include: Full Banner,<br />
Skyscraper, Medium Rectangle and Micro-Bar.<br />
468X60<br />
Toolbox Full Banner (468x60) placement,<br />
position your advertising to be one <strong>of</strong> the<br />
first things our subscribers see by utilizing<br />
the Full Banner atop the editorial focus.<br />
This long standing Internet Advertising<br />
Bureau (I.A.B.) format delivers impact when<br />
placed across the main e-newsletter editorial<br />
and image.<br />
Toolbox Skyscraper (120X600) placement,<br />
adjacent to editorial content this I.A.B. standard<br />
unit delivers substantial creative size for an<br />
advertising message.<br />
Toolbox Medium Rectangle (300x250)<br />
placement, display your creative within the<br />
largest available e-newsletter advertising unit.<br />
This I.A.B. standard format delivers impact<br />
post the editorial focus while members<br />
<strong>are</strong> deep in the passion mindset.<br />
88X31<br />
120X600<br />
Toolbox Micro-Bar (88x31) placement, directly<br />
associate your brand with e-newsletter content<br />
by sponsoring the Article Tools Micro-Bar.<br />
Include your logo within the social networking<br />
and personal filing module included in every<br />
e-newsletter.<br />
Mechanical specifications available upon request<br />
300X250
editorial buzz audience advertising<br />
7<br />
Flash hero<br />
Prominently located on the home page,<br />
this interactive unit serves to educate<br />
enthusiasts. Editorial content will rotate<br />
evenly every eight seconds, keeping the<br />
content fresh and the user engaged.<br />
Benefits:<br />
• Provides Direct Response element<br />
using links to drive members<br />
to client landing page/pages.<br />
Flash Hero<br />
• Front and center Home page<br />
positioning provides maximum<br />
aw<strong>are</strong>ness.<br />
• Educates member audience about<br />
the virtues <strong>of</strong> client product.<br />
Mechanical specifications available<br />
upon request
editorial buzz audience advertising<br />
8<br />
<strong>Handyman</strong>club.com<br />
The <strong>Handyman</strong> <strong>Club</strong> <strong>of</strong> <strong>America</strong> <strong>we</strong>bsite<br />
is the online destination for DIY enthusiasts.<br />
Filled with exclusive content, member<br />
interaction points and DIY deals, the site<br />
delivers a solid enthusiast touch point.<br />
728X90<br />
Standard I.A.B. Opportunities<br />
Leaderboard (728X90)<br />
Flash Hero<br />
Large Rectangle (336X280)<br />
Full Banner (468X60)<br />
Flash Hero<br />
Lead Generation<br />
336X280<br />
Mechanical specifications available<br />
upon request
editorial buzz audience advertising<br />
9<br />
Digital Opportunities<br />
Dedicated E-Mail<br />
Harness the po<strong>we</strong>r <strong>of</strong> contextual relevance, served up in an expected and anticipated voice. Trust our<br />
talented editorial team to craft a message for your brand that produces immediate, impactful results.<br />
E-Newsletter Units<br />
Weekly <strong>Club</strong> E-Newsletter<br />
Full Banner (468x60)<br />
Skyscraper (120x600)<br />
Medium Rectangle (300x250)<br />
Article Tools Micro-Bar - Logo Only (88x31)<br />
E-newsletter Takeover (4 display units)<br />
Website Display Units - Home Page<br />
Flash Hero<br />
Leaderboard (728x90)<br />
Large Rectangle (above the fold) (336x280)<br />
Website Display Units - Run <strong>of</strong> Site<br />
Large Rectangle (above the fold) (336x280)<br />
Leaderboard (728x90)<br />
Large Rectangle (below the fold) (336x280)<br />
Full Banner (468x60)<br />
Text links<br />
Lead Generation Programs<br />
Custom Lead Generation (CLG)<br />
Standard Lead Generation (SLG)<br />
Editorial<br />
Content can be customized upon request.<br />
For a detailed overview <strong>of</strong> each month’s<br />
editorial focus, please contact your digital<br />
sales representative.
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