Samantha Hill, head of marketing for Reynaers UK, discusses how genuine engagement on key topics has led to a three-fold increase in share of voice for the company.
Customers are at the heart of everything we do at Reynaers and that is reflected in our approach to marketing.
We want our customers to have access to the latest industry insights as well as detailed updates on our products, so they are in no doubt about our commitment to achieve the highest standards and best quality.
Likewise, we set the bar high as a company, committing to sustainable choices, supporting innovation, and raising awareness of industry changes that may affect our customers, including legislative updates.
The drive towards net zero has seen considerable change for the fenestration industry, and Reynaers has consciously taken a leading stance on sustainability and the implementation of new regulations.
Over the past year this has played a huge role in our marketing communications. This included raising awareness of the steps we’re taking to address carbon emissions in our own operations, through the products we create, and in sustainable building design.
Key to this has been reassuring customers that our products are fit for the future – and the support is there to meet new legislation.
The company’s commitment to raising awareness of these legislative updates saw Reynaers honoured with the award for ‘Best Use of Press and Public Relations’ at the Construction Marketing Awards 2023. With the support of marketing and PR agency, Lesniak Swann, Reynaers Aluminium UK delivered a strategic press and PR campaign that established the company as a leading voice on sustainability within the glazing industry.
The three-part campaign focused initially on raising awareness of changes to Part L of the Building Regulations, and the introduction of new thermal efficiency ratings for window and door systems. This was followed by the use of PR to raise awareness of the need for sustainable windows, doors and façade systems.
The final phase focused on the launch of our sustainability strategy Reynaers Act, which outlines our commitment to achieving science-based targets (SBTi’s) to reduce direct and indirect carbon emissions in line with Government targets to achieve net zero emissions by 2050.
The overall campaign saw Reynaers’ share of voice in relevant trade press grow to more than 40% over a 12-month period. This was evidenced through securing more than 300 articles in key publications, reaching an audience of more than five million readers across the year.
As well as promoting the need for sustainability, Reynaers also showcased its suite of new and existing products that meet thermal efficiency targets – and highlighted products that have secured Cradle to Cradle certification, along with efforts to source lower carbon aluminium.
Working across both the trade and retail, and commercial sectors, we constantly seek to engage with our key audience of installers, fabricators, builders, architects and specifiers and undertake marketing initiatives to support these stakeholders specifically.
Through the Reynaers at Home website we offer marketing support for partners, and a direct source of ‘hot’ leads. Backed by a dedicated social media campaign visitors to the website increased significantly.
Dedicated campaigns have been launched to promote key products and installers were also invited to an open day at our Birmingham headquarters to learn more about product updates and to get a look behind the scenes in our ‘knowledge centre’.
Championing initiatives and organisations that recognise the work of our customers and support them is important to us. To that end Reynaers was proud to sponsor a number of industry awards, as well as sponsor the Manchester Society of Architects.
A highlight of the year was inviting a number of editors and media representatives to see our investment in innovation at Reynaers’ headquarters in Belgium. The positive impression was reflected in the quality of the media coverage on our return.
By reaching out to our target audiences through key publications, offering our support to projects and helping to raise awareness of key industry considerations, marketing is great way to offer real support and engagement to customers – as well as promote the quality of the profiles and systems that Reynaers designs, develops and supplies to fabricators.