Keeping it real
In an age where marketing is being so heavily influenced by Artificial Intelligence, it is interesting to see how old-fashioned sales tactics can still prevail in the modern world.
This was demonstrated recently by Preston based installation firm, Lee Kelly uPVC, which is an official trade partner for the Gerda range of aluminium and steel entrance doors, a brand that is distributed in the UK via Pioneer Trading.
Using some initiative to promote its premium door offer, Lee Kelly installed a door on the side of its showroom, a location that is close to a set of traffic lights and a constant supply of stationary motorists waiting for the lights to go green.
According to MD, Mark Lee, this simple tactic has encouraged more people visiting the showroom to ask about Gerda than some of the more expensive advertising the company has invested in.
On a somewhat different scale, this has some parallels to a recent PR stunt by Rolls Royce, which involved partially submerging a Phantom in Plymouth’s iconic, seafront lido swimming pool. The art deco location was chosen to celebrate 100 years of the Rolls Royce Phantom and while it was a very cool thing to do, an obvious question was why did they go to all the bother of craning in such an expensive car when the same image could have been easily generated with AI?
My guess is that Rolls Royce banked on using a real car, in a real location – dramatically positioned for maximum effect – to generate a wealth of speculation and internet ‘buzz’ that would far exceed the engagement of a fake image, no matter how realistic it looked…
In other news, Hörmann is the latest company to launch a product line targeting lucrative sales of heritage inspired home improvements – particularly those that cater for the broken plan design trend – with the introduction of its Heritage-style range.
Available in three options, including hinged, sliding and pivot doors, Hörmann says that the range has been developed ‘in response to growing demand for interior solutions that are both functional and striking.’
You can read more details here.
Also in this week’s newsletter, Pilkington has revealed the first residential development in the UK to feature low carbon Mirai glass.
Mirai, which is manufactured with a combination of alternative fuel, high recycled glass content and green electricity, is said to have 52% less embodied carbon when compared to standard Optifloat Clear glass. A total of 278 new homes in Watford were specified with Mirai Suncool 70/35 – for the full story, click here.