We are media experts with decades experience working in media. We're unique in that we have real experience as journalists developing angles, creating stories and this enables us to get our clients major media coverage in high profile publications - magazines, newspapers, radio, online and television.
From home builders to landscape designers, furniture stores, building products, architects, bathroom and kitchen designers we have worked with the best. We have also worked inhouse at Vogue Living, Home Beautiful, Better Homes and Gardens, GQ, Elle and many more. We've created partnerships for our clients with major television programs including House Rules, The Block and others.
We get fantastic results and we keep getting them. Our client's media coverage never stalls, they are featured in the media consistently. As journalists we are able to develop a wide range of angles and partnership ideas which ensure our clients are constantly in the media. Our clients are constantly in top magazines, on radio, in newspapers, in home and design sites; on radio and on major television program. We also secure coverage in major international media.
There’s an old saying: "Advertising is what you pay for, publicity is what you pray for."
Are you, like many companies, spending tens of thousands of dollars on advertising? Be it magazine, newspaper, radio, online or television advertising.
Advertising, paid media, is a good strategy but it's very expensive and people who are reading publications, listening to the radio and watching television know that your ad is paid for and they turn off. In fact the majority of consumers loathe advertising and actively avoid them.
Media coverage (earned media), articles written by journalists and television and radio programs created by producers, on the other hand offers your company massive credibility. The audiences know that the journalist or producer has researched and is endorsing you.
Being included in magazines, newspapers on radio, online and on television is extremely valuable because of the credibility. Your story has more credibility because it was independently verified by a trusted third party, rather than purchased.
The idea is the believibility of an article versus an advertisement, says Michael Levine, a well- known publicist and author of the book, Guerilla P.R.
“Depending on how you measure and monitor, an article it is between 10 times and 100 times more valuable than an advertisement.”
A study by Nielsen on the role of content in the consumer decision-making process concluded that PR is almost 90% more effective than advertising.
With advertising, you tell people how great you are. With publicity, others sing your praises. Which do you think is more effective?
So if you are spending a considerable portion of your marketing budget on advertising it's time for a rethink. It's not an easy task securing media coverage. It's very time consuming and journalists can be fierce and disinterested.
That is why you retain a media specialist like us and, importantly, one that has considerable experience as a journalist.
Who better to pitch to a journalist than a journalist?
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We hear you! In fact if we had a dollar for every time a company told us that....
Did you know that a typical PR consultancy only dedicates around 10% of their activities on media relations (securing media coverage)? The rest is spent on social media, copywriting, events, promotions and other as per the diagram opposite.
A typical PR consultant does not have any experience in journalism. They usually get a communications degree or start as an admin or junior. They have little knowledge and no experience of how to develop an angle, undertake research, secure talent and create a story.
Journalists also can have a less than favourable attitude towards PR. This makes pitching to a journalist intimidating for most PRs.
At Home Improvement Media we have many years experience as journalists and have worked in-house at major magazines such as Vogue, Vogue Living, GQ, Home Beautiful, Elle, Better Homes and Gardens and other.
We think and work like journalists and are able to confidently develop a story and hand it over to a journalist and get great results.
We don't waste time meekly sending our press releases, of which 99% are deleted by the journos.
We develop great ideas and stories and we call the individual journalists and pitch to them.
That is how we get outstanding results, consistent, major media coverage in high profile Australian and international media.
If you'd like to get massive media coverage then we can offer you a strategic media campaign targeting Australian and, if desired, international media. And for a fee that is a fraction of an advertising budget.
Upon your hiring us we will have a phone conference with you to establish your current positioning, objectives, audience/customer profile and more. We will establish your issue identification, misperceptions, points of differentiation, etc.
We will then develop a campaign plan which will outline the strategy, target media, key messages and other elements. Photography is undertaken, media material is written and media training is scheduled if required.
When all this is finalised we then commence pitching to media. You will receive weekly updates, regular feedback reports on media interest and monthly reports.
We require a minimum six month commitment with a preference for 12 months. We advise our clients that they should expect to commence seeing media coverage around the fourth week.
We work fast and hard. We are determined and we get the coverage.
The Australian 9 October 2019
Mike Cannon-Brookes-backed energy finance group Brighte is making a concerted push into the $35bn Australian home improvement sector, as it seeks its next leg of growth and targets a $1bn loan book.
Brighte chief executive and founder Katherine McConnell said the lender, after closing its fourth equity capital raising, was moving into the personal loan market and financing home renovations.
“It (buy-now-pay-later energy finance) translates very well to the home improvement category,” she said, referring to the size of one-off purchases such as pools and patios.
“A lot of the characteristics of the sale are the same.”
So far, Brighte has focused on signing up retailers and other vendors to provide consumers finance for purchasing solar panels and home batteries. It will use a similar approach in the broader home improvement sector.
The Block revealed the outdoor courtyards with Jesse and Mel winning, as teams worked out how to finish their properties with zero funds remaining.
Mitch and Mark have some cash left, but they don’t sound like they are about to keep helping any of the other teams.
The Monday audience was 979,000, well ahead of 10’s new champ The Masked Singer and well up on The Block from Monday last week on 806,000.
One of Australia’s most popular property destinations, Domain, is coming to television with its own dedicated program Your Domain.
Launching on Saturday September 7 at 10.00am on Channel Nine, Your Domain will be hosted by Shelley Craft and Chris Kohler - perfectly timed to debut at the start of the Spring selling cycle.
Your Domain will focus on everything you need to know about property this weekend and will tap into our nation’s ongoing obsession with property. Regardless of whether the audience are buyers, sellers or renters, Your Domain is anticipated to become a must-watch guide to understanding the property market, according to Domain CEO, Jason Pellegrino.
Pellegrino said Your Domain is the next stage in a strategic partnership with Nine, and builds on the TV presence Domain has established through its successful sponsorship of The Block.
The content will cover a wide array of topics with a strong focus on everyday Australians. This includes localised property news, lifestyle tips and tricks, Domain Research House market analysis, real-life case studies, and even the opportunity for ‘sellers’ to feature on Your Domain, according to Nine’s Managing Director of Partnerships, Lizzie Young.
“The launch of Your Domain is our first major initiative post Fairfax merger that really highlights the unique position we have with the combined strength of Nine and Domain’s assets.
TV Ratings August 18: The Block ranks #1 ahead of Australia's Got Talent and Survivor - August 19 2019
Channel 9 had a massive Sunday network share of 39.2% with the primary channel on 22.4% and 9Gem on 11.0%.
It was the luxury living reveals on The Block which helped pull the biggest audience of the season and its first night over 1m – 1.12m.
That’s up from 995,000 a week ago.
June 3, 2019
Both Nine’s The Voice and Seven’s House Rules hit series highs on Sunday night, delivering a competitive night in television.
While Nine took the primary channel audience share with 23.9% over Seven’s 21.7%, Seven edged on top in the network share, holding 31.7% over Nine’s 30.3%.
House Rules also saw a series high last night with 805,000 metro viewers tuning in. It premiered to 782,000 in April, airing after the finale of My Kitchen Rules and delivering a 29% jump from the 2018 premiere figure of 607,000.
According to Geoff Dart of DCG Advisory The Home Improvement market grew by 3% over the past year to reach a level of just over $45 billion. In terms of per capita usage, almost $200 was spent for every person in Australia.
Stimulating demand, introducing new and exciting products and services, branding and positioning, focused channel strategies, improved store dynamics, excellent visual merchandising, customer centricity, embracing technology and best in class supply chains will be key factors in retail and supplier success over the coming years.
• New housing approvals have increased for the past three years and importantly converted into starts. An improving housing market (new plus addition, alteration & renovation) will ensure a CAGR of 3% over the coming decade.
• Continued rationalisation at retail, wholesale and supplier levels will provide companies with clear growth plans and greater share of their respective pies. Along with this is the opportunity to increase profitability as well as revenue.
•Companies that wait for trends to happen and sit on the side-lines will be left behind.
• The Home Improvement market is fragmented, with the largest generalist retailer with less than 18% market share. In terms of specialists, Reece has a whopping 32% share of the plumbing and related category, double the size of its nearest competitor and increasing the gap.
• The industry is considered ripe for continued consolidation as evidenced in the latter section highlighting acquisition and divestment activity over the past eighteen months or so.
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