Advertising Solutions

Offices

Find out more about Buchanan Group around the world. »

A recent survey run by www.homesite.com.au, Australia’s number one home and garden website*, has found that 74% of women claim to be the primary cleaners of their household, with 23% of males stating that they are solely in charge of the domestic duties. 2,932 people responded to the December 2006 survey, with 66% of the respondents being female. Matt Bruce, general manager for www.homesite.com.au, has found the results surprising.

“With the amount of women in the workforce these days, I think it is a real surprise that so many are still solely responsible for keeping their house in order and that over a third of mail respondents attest to this”, Mr Bruce said.

At the top end of the scale, respondents said they prefer to give their green thumbs a good work out when claiming which chore they most like doing. Close on gardening’s tail is cooking, followed by grocery shopping.

With this in mind, Buchanan Group’s Great Chefs Show You How vehicle is a fantastic medium for reaching the cooks and shoppers out there. Great Chefs can be used for many reasons, for example it can demonstrate the features and benefits of your product whilst a dish is being cooked. What a great way to gain cut-through when reaching the primary cook and/or grocery buyer in each household.

Also interesting (although probably not as surprising) is that ironing is considered the most tedious household chore, followed by cleaning the bathroom and washing the dishes. But this doesn’t mean that these are neglected duties; nearly half of all respondents stated that the one area they most detest being messy is the kitchen sink.

Housework will always be a fundamental part of day-to-day living. Therefore, it’s critical to relay factual benefits when advertising domestic products to the consumer; it won’t take long for them to switch to another brand if they discover it doesn’t perform as expected. Brand Power, Buchanan Group’s premiere information vehicle, has been successfully aiding FMCG products to achieve strong brand recognition and boosted sales since 1994. Brand Power TVCs can effectively and factually market your FMCG brands by demonstrating a product’s:

• Convenience – how it can assist in making your target audience’s day simpler and easier
• Use – ways in which your product can be used in its intended environment, whether it be in the garden or inside the home
• Look and feel – Brand Power regularly shows your product’s packaging and size, ensuring your audience knows what to look out for when grocery shopping

Both Brand Power and Great Chefs Show You How are available in catalogue format, and each can ensure your product reaches the hands of your intended audience by providing a sample.

*NNR Market Intelligence LifeStyle Domestic Traffic – Home and Garden Category November 2006