Marketing
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By Nikki Dunbar, founder, Nix Collective. With just seven months until the FiT Show returns, exhibitors should already be well down the familiar path of stand planning and all the design and campaign work that this entails. However, when it comes to exhibitions, it’s incredibly tricky to measure return on investment – so what truly defines a successful exhibition? Understand...
In a first for the industry, the newly released uPVC Fenestration Market Statistics Report from Keystone Market Research has been able to offer crucial insights into how the market's top-level volume demand has evolved over the past few turbulent years. Charlotte Hawkes, the company’s director, discusses how by accurately quantifying the impacts of the pandemic, the report sheds light on...
Alex Tremlett, commercial director at Insight Data, highlights the importance of using reliable marketing data in today’s competitive landscape. One of the principal reasons that companies choose to work with marketing agencies is for access to ‘contacts’. As we know, the lifeblood of any business is reaching potential customers, and very often it is a case of ‘who you know’,...
In the marketing trade, being specialist brings huge advantages. Andrew Scott, MD of full-service agency Purplex, explains how deep industry expertise and offering tailored campaigns outperforms generalist approaches in the fenestration sector. As MD of a specialist marketing company I always feel sadness when a client tells me that they've decided to leave us because "we've found someone more local."...
By Andrew Scott, managing director, Purplex. Those of us who keenly watch market trends (and isn’t that all of us in business?) are aware that even the biggest brands, the ones that seem to be infallible in any circumstances, can be prone to decline and fall. I think about Everest Windows, one of the first companies to make a tremendous...
By Nikki Dunbar, founder, Nix Collective. When we think of marketing, our minds often jump straight to lead generation. It's easy to see why…businesses market themselves to attract prospects, convert them into leads and ultimately drive sales. But this narrow view can overlook the broader, equally important role that marketing plays in a business. This perspective can also lead to...
Homeowners' priorities and plans for home improvement are constantly evolving and influenced by a wide range of factors, not least the impact of interest rates and uncertainty caused by Government changes. However, the future for fenestration is looking increasingly bright, as uncovered by Keystone Market Research director, Charlotte Hawkes, from the company’s latest consumer report findings. Understanding homeowners’ future plans...
What’s in a name? Everything, it seems…Wayne Leith, director at WeBuildBrands, a specialist marketing consultancy for the fenestration and construction sectors, explains why. ‘Products are made in the factory, but brands are created in the mind.’ This quote by Walter Landor – a branding pioneer who was instrumental in developing brands like Coca-Cola, Levi’s, and Marlboro – has always resonated...
Kate Ashley-Norman is the recently appointed director of VAST PR, a long-established PR and marketing consultancy specialising in the fenestration industry. “Today’s news is tomorrow’s fish and chip paper.” Can we really subscribe to this platitude in a digital world, where dipping a toe online leaves a footprint forever more. Understanding the difference between the traditional and the digital when...
Effective marketing can open up exciting opportunities for an organisation. One fenestration business using this commercial discipline to supercharge the next chapter in its already impressive success and growth is Unique Window Systems. Sunil Patel, managing director at the company, explains more. Since Unique was formed close to 20 years ago, we’ve seen strong and sustained success, and the last...
Katie Bregazzi, chartered PR practitioner and director at glazing specialist full-service marketing agency Balls2 Marketing, explores the crucial role of marketing in sustaining and growing businesses during periods of sales decline. You only need to talk to people or look at the stats across the industry to know that the market is tough. New data from the Office for National...
We talk to FIT Show event director, Nickie West, who explains why the Glass Conference, which is scheduled for 16-17 October at Telford International Centre and hosted by the GGF, FIT Show & FENSA, will bring all elements of the industry together for two days of unrivalled networking and learning opportunities. GT: What was the inspiration for launching Glass Conference?...
With the recent demise of some of the glazing industry’s biggest players, MD and founder of Purplex Marketing, Andrew Scott, reveals his secrets to being successful in business and highlights how marketing is essential to support business growth. Recently, the Everest glazing company went into administration for the second time in four years. For those of us who remember this...
Nikki Dunbar, founder of Nix Collective, asks if an agency is the missing piece to your marketing puzzle. Marketing is a cornerstone of any successful business. It's the bridge that connects your product or service with potential customers and ultimately drives sales. However, one of the critical decisions businesses face is determining the best approach to executing their marketing strategies....
Lasco director Nathan Bushell believes that speed of response is important in a changing marketing landscape. When I began trade journalism 25 years ago, marketing channels were limited, and those that existed were slow and laborious. Editors would receive press releases by post along with professionally taken photos that had been developed and reprinted enough times to cover the trade...
Homeowners today are increasingly discerning when it comes to selecting window & door products for their homes. From the latest Consumer Fenestration Trends Report, Keystone Market Research’s director, Charlotte Hawkes, uncovers what is truly driving their decisions. Understanding the behaviour of people, with their diverse backgrounds and competing priorities, can sometimes seem impossible. But getting to the bottom of why...
By Kirsty Winter, general manager, Insight Data. Over recent months, new market opportunities have unfolded due to significant shifts among leading national stakeholders in the fenestration industry. At Insight Data, we are dedicated to the pivotal role that streamlined lead generation plays in the pursuit of new opportunities. Over the years, we've worked with hundreds of businesses who have used...
By Alan Calverley, director at Department of Marketing. I love nothing more than sitting in a coffee shop and watching the world go by; just observing everyday life. I was born interested in people and the world, and I believe this is why I was destined to become a marketer. In fact, it’s all I have done since university. I...
DoorCo’s marketing manager, Ellie Pool, discusses the journey behind Britdor’s creation, its identity, and the promising future it offers to the market. Britdor, our new range of solid timber core doors, marks a significant development for DoorCo. It is the first product to be manufactured out of our new Doncaster factory, as opposed to our current overseas facilities and therefore...
Rosie O’Donnell, marketing intern at industry marketing and PR specialist, Brouha Marketing, talks to Glass Times about how COVID-19 reshaped the way we work, not just at the time, but for the long term. The era of COVID-19 has reshaped the way many of us work, with offices giving way to virtual spaces, and screens becoming our new colleagues. Over...
