Bridging the marketing gap

Whether you’re a two-person installation team, a nationwide installation company, a fabricator or a systems company, everyone in the fenestration supply chain benefits from a robust media library – especially in the digital world we now inhabit. Sue Davenport, Liniar’s marketing director, discusses how this prompted the launch of a competition.

With almost everyone carrying a smartphone with built-in camera and video recorder, there’s no excuse for leaving a site without capturing the results of your work.

Liniar is set to tackle the issue of a lack of installation photos head on in 2019, with the launch of our ‘Love Liniar’ competition, where entrants could win the top prize worth £500.

You can look all over social media, and if you’re friends with – or follow – people in the fenestration industry, you’re likely to see photos of their completed jobs. What you don’t see as frequently is the systems companies also posting those images, and that’s where the breakdown occurs.

Systems companies – most of the time – don’t install their own products, and rely on fabricators and installers to pass on photographs of the finished product.

An image speaks a thousand words, and it’s essential for installers to show prospective customers examples of the work they’ve already done. But what about inspiring them to think outside the box, and looking at different colours and finishes?

Without new images coming in via the supply chain, systems companies’ marketing teams are unable to update brochures, highlight products on their website, or promote their fabricators’ or installers’ jobs.

Our sales team is brilliant at bringing us case study ideas, but when it comes to pinning down an installer for pictures of a finished job, it’s difficult. The world of installation is fast-moving; once a job is complete, they move on to the next one – sometimes before landscaping and furnishings are in.

In order to convey aspirational installation ideas, we need finished photographs; a place customers can see themselves in.

The social media competition we’ve come up with gives installers a chance to communicate with us directly, show off their Liniar jobs and get recognition for a job well done. For Liniar, it offers us the unique opportunity to bulk out our media library with high-quality photos of our products in a variety of different colours and finishes, which will help the whole of our customer base.

The competition launched on December 1, 2018 and aims to alleviate some of the back and forth that goes on when systems companies are chasing case studies. Everyone is invited to participate and post pictures of their recent projects. The projects must include a Liniar product, including (but not limited to) Alumina and ModLok bifold doors, windows, conservatories, lantern roofs, decking, fencing and building plastics.

We want to hear all those interesting projects and see the different applications Liniar is being used in.

As long as you aren’t a Liniar or Avantek Machinery employee, you’re free to enter, as long as you have the permission of the property owner. Entries are accepted until the end of March 2019. Photos can be uploaded to Facebook, Instagram or Twitter and need to have Liniar tagged in the post, as well as the hashtags #LoveLiniar and #SharetheLiniarLove.

After the deadline date, submissions will be given to a group of judges at Liniar. Finalists will be contacted via DM to arrange a professional photo shoot of their installation. The best professional picture taken of each finalist job will be uploaded onto Liniar’s social media accounts for a public vote. The winner of the public vote will be notified and will need to collect the prize of a £500 Red Letter Days experience voucher from the FIT Show on May 21-23, 2019.