 |  |  | |  | |  | |  | |  | |  | |  | |  | |  | |  |
|
|
Promotion
“Everything that touches the consumer defines the brand,” says John Costello. “We want to reach our audience no matter where they are and what they’re doing. If they’re watching a sporting event, thumbing through a catalog for the perfect gift, or searching online for how-to home improvement advice, we want to be there.”
Home Depot’s 360-degree marketing campaign reaches customers in a variety of ways, including catalogs and traditional advertising vehicles as well as television programming like ESPN College Game Day Built by The Home Depot and Trading Spaces, which serves up quirky décor tips on a budget.
Homedepot.com is both an online store and a research tool for customers planning a home improvement project or a trip to their local store with step-by-step know-how on a wide variety of subjects.
Sporting relationships with NASCAR, college football, and amateur athletics help link the Home Depot brand and weekend activities. In addition, the qualities that propel athletes to greatness — dedication, hard work, and a commitment to excellence — mirror the passion found in Home Depot associates.
The Home Depot Center, a $140 million development on the campus of California State University–Dominguez Hills in Carson, represents the largest investment in amateur athletics ever made. With stadiums for soccer, tennis, track and field, and an indoor velodrome, it is the United States’ most complete training facility for Olympic, amateur, and professional athletes.
As the world’s largest employer of Olympic and Paralympic hopefuls, Home Depot expects to hire 204 athlete associates leading up to the 2004 Games in Athens. During the 2002 Salt Lake City Games, the company’s athlete associates brought home eight medals from the Winter Olympic and Paralympic Games. These wins would have placed the company 13th among the more than 70 nations who participated.
|
||