Understanding DIY users is the first step to transitioning your business into DIY.
Because of inflation, consumers are more cautious when it comes to spending money. DIY is a great opportunity for businesses to implement into their own business plan as this decreases costs for the consumer.
The growth of DIY is proof that consumers prefer doing things themselves rather than having someone else do it for them.
When it comes down to thinking about how you can remodel your business as DIY or “self service” there are a few things to consider in order to appeal to the DIY demographic.
Become a thought leader in your industry
When transitioning your business to DIY, you must show you are an expert in your industry. Showcasing yourself as an innovator and emphasizing the value of your product or service will spark interest in consumers.
Consumers want to know the benefits and what they will get from your product. This can be done through creating educational content around your industry. Giving your consumers the understanding of the value of your business will in turn generate more inbound interest.
Further, being transparent about your business will build trust from the start when forming those relationships. Later down the road, that trust will turn into loyalty.
Emphasize the importance of sustainability
DIY often has a reputation for being more “green”
If your product is tangible – use recyclable materials.
Create awareness around your brand and market your brand around the importance of sustainability.
Offer budget-friendly options
Offering a tiered pricing model or even a freemium approach (if online) is a great way to capture consumers with different budgets. It’s also a good way to give consumers the option to try out a product before making the commitment.
When the consumer realizes the value of your brand they will become less price sensitive and perhaps be willing to spend more later.
Focus on personalization and consumer value
Always prioritize the consumer first.
Learning customer behavior is important in gaining new insights to provide them with personalized solutions. Surveys and questionnaires are a great way to gather this information and understand whether the consumer is happy or not.
While emphasizing the value of your product or service, provide the consumer with transparency – pricing, customer testimonials and the benefits they would receive if they were to become a customer.
Simplify your product or service
Making your product or service easy for consumers to use is one of the first steps in transitioning your business to a DIY model.
Provide clear instructions in how-to-guides and make sure these guides are readily available to consumers.
Lastly, it is important to note that making your product or service easier should not diminish the importance of quality.
About the series authors
The team at Adacado have been pioneering Dynamic Creative and programmatic advertising since late 2009. It all started as a platform with full service, where creative costs scaled into crazy 6 figure numbers. From the get go this made no sense at all, however big brands and agencies were satisfied, at least at the moment in time. Adacado knew this was not sustainable and began almost immediately shifting to self-serve and now to a fully DIY advertising platform that allows an agency or brand to create and launch a campaign in minutes.
Sounds like an instant success. No, we are not quite there yet! In fact we are a frustrated group of people as we watch in amazement, while prospective customers glow about its capabilities and ease of use…. But when it comes to rolling up their sleeves and doing the job (becoming DIY) they procrastinate, stall, ask for help, almost everything imaginable, except getting the job done themselves.
Thank goodness for our customers who recognized the proverbial opportunity of DIY, have figured out how and why to use Adacado, and have quickly become perennial customers with ever increasing usage. They keep our hopes alive.
So why not everyone? Not sure, so the journey goes on… Adacado continues to improve and educate, and has decided that perhaps the basics of DIY are not that obvious, so we have set out on a venture to learn more and more about DIY, and pass on our learnings, with the hope that it will encourage more people to become DIY with more things, including advertising.
We hope you enjoy the series!
The Adacado Team
