Importance of branding & branding funnels 2024

The younger generation of handymen has (slightly) less experience and has therefore not built up a steady client database they can rely on and who recommends them to friends and family (word of mouth promotion). So, they are more inclined to work for different clients and different client groups. As an effect of this, they also less often decide on what products and materials to buy. They still have to build up their expertise, their knowledge and their purchasing power.

This report is based on 1.375 successful quantitative telephone interviews with handymen, conducted in their native language in Spain, Italy, France, the Netherlands, the UK, Germany, and Poland. The report is built upon a representative sample of handymen from companies with a maximum of 4 full-time employees (including the owner) who are involved in at least 3 building construction activities. This research is conducted annually, with the reports covering various key marketing topics.

The primary focus of this research is to provide key insights into trends in handyman branding and branding funnels. The European Handyman Monitor provides key insights that help manufacturers and merchants to understand the business and behaviour of European handymen in the European building construction sector. It highlights key differences among the 7 European countries covered and provides detailed insights. The report also includes a detailed profile of handymen. If your target audience includes handymen, this report can help you develop a more precise strategy and sharpen your approach toward this group.

On average, how much experience does handyman have as a professional?

Which services are done more frequently?

What is an average order book of a handyman, compared to 2022?

Who tends to buy more best quality products?

1. Key insights
2. Background research
3. Buying behaviour
4. Private labels vs. branded products
5. Brand funnel