Marketing
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By Alex Tremlett, operations manager, Insight Data. Marketing campaigns are arguably one of the most important aspects of any business. A successful one can open up many more horizons, boost sales and lead to better customer retention levels. In fact, recent analysis has shown that on average, 10% of a business’s revenue is spent on marketing. That is a huge...
Deceuninck’s MD Rob McGlennon explains why being flexible on colour is the most reassuring way to be green. A year ago, we revealed that 75% of homeowners rate colour as an important factor when purchasing replacement windows and doors. Today, the colour of what’s inside the profile is just as important. According to a recent survey, more than two-thirds of...
Hot off the back of DoorCo’s G-Award for Best Promotional campaign, won for the launch of Flip and Gripcore, Ben Aspinall, IT and marketing manager shares some of the background behind the radical campaign and how it shaped all of DoorCo’s marketing DoorCo ended 2021 on a high, with our first G-Award win: Best Promotional Campaign for the launch of...
We talk to Insight Data’s operation’s manager, Alex Tremlett, who says that up to date prospect data is a must for companies in 2022. As the surge in demand across the industry begins to level-off, the state of the market is looking very different now in comparison to last year. Throughout 2021, the home improvement boom continued as consumers were...
Sue Davenport, group marketing director for Liniar, discusses how installers can implement a targeted approach to marketing. As a marketer, the question I’m always asked is ‘How can I generate more leads for my company?’ Sales funnels are a numbers game to some extent – the more leads you generate, the more chances you have of converting them into sales....
Ben Brocklesby, director at Origin, on how the company has come out of another year of uncertainty stronger than ever, despite industry-wide supply issues. The last two years have been difficult for everybody in a variety of different ways. Businesses across the country are working harder than ever to recover from this difficult period and we are no different. We...
Andrew Scott, managing director of leading full-service marketing agency Purplex, discusses why now is the time for ambitious businesses to align their marketing activity by working with just one agency – and explains why Purplex has invested £1.4m to support the window industry. The last two years have been a roller coaster for the industry, as the pandemic led to...
Selecta Systems marketing manager, Mark Walker, talks about the use of digital marketing and on-line platforms as a way of being customer ready; in the event of consumer demand starting to cool and when the market starts to become more ‘competitive’. After two years of consumer demand at levels not seen for many years, we ultimately see ourselves heading in...
Fiona Lund, MD of Brouha Marketing, property PR specialists, discusses why every business, especially those supplying products to improve and maintain buildings, can no longer ignore the Green Agenda While the UK’s 2022 headlines have so far been dominated by the definition of ‘parties’, of both the political and cheese and wine variety, the topic in the last few months...
Karen Clough, marketing director at Conservatory Outlet, explains why digital marketing continues to be a powerful business tool for its network of retailers. We like to do things differently at Conservatory Outlet. It’s one of the reasons we have successfully built up a 27-strong network of home improvement specialists from across the UK, with more set to join over the...
Louise Findlay-Wilson, founder and managing director at Energy PR, explains the importance of understanding your customer’s identity, values and lifestyle. We recently researched over 100 leading marketers, people responsible for the success of top brands, to find out what makes great brands tick. The findings are summarised in our Brand Love report, but the punch line is that the best...
When business is booming, it’s all too easy to neglect your marketing, even though you know it’s a mistake. Gerald Allen, head of marketing at Epwin Windows Systems, discusses how their multi-faceted Connect digital platform helps fabricators and installers avoid the trap. Two years ago, when the first lockdown started, you probably read articles reminding you of the importance of...
Business may be booming, but having a solid marketing plan will ensure that you remain busy in the long term. Jane Ward, co-founder and director of Team 4 Marketing, discusses how her company’s supportive, creative and transparent approach continues to achieve results. Marketing is a key business activity whether you want to maintain your business at the level it’s at...
John Warren, director at Lasco PR & Marketing, says that effective marketing relies on two things – understanding your audience and your market. It’s simple. If you have something that’s worth listening to, people will listen. If you don’t, they won’t. That’s ultimately what marketing is: getting people to sit up and to listen. What you tell them needs to...
Iain McInnes, founder of webuildbrands, considers whether marketing is now plagued by short-termism, and if the traditional discipline of the 4P’s has become increasingly under challenge. Are we too engrossed in monthly Google stats and social media feeds to consider the strategic role of marketing, including the 4P’s of price, product, promotion and place? It’s a question that marketeers across...
Made for Trade is encouraging Korniche resellers to maximise sales with its new web-based Geo-Tool service. Whether a hands-off visionary interior designer, DIY-savvy homeowner or seasoned small-scale developer, the necessary steps from a project concept to completed development is often fraught with difficulty, stress and a vast array of confusing options and complications. With the advent of the innovative Geo-Tool...
Gemma Diratzonian, marketing manager at Yale Door and Window Solutions, discusses why integrated marketing campaigns are crucial, and provides the example of Yale’s recent launch of its new Vertex range of sash window hardware The days when brands could reach their audiences through a single communication channel are now long gone. Today, our customers encounter us in numerous places beyond...
The countdown to FIT Show 2022 is officially on. With less than five months to go before the return of the glass and glazing industry number one trade show, we chat to FIT Show event director, Nickie West about the power of exhibitions within the marketing mix, and specifically in a post-pandemic world. GT: Are trade shows just another media...
Alex Gallop, marketing communications manager at AluK explains how to engage with customers through podcasting Podcasting certainly isn’t new to the window and door market. Under the guise of Renegade Conservatory Guy, Matthew Glover, the founder of the FIT Show, was recording podcast interviews with various business leaders way back in 2015. It’s only in the last couple of years...
We asked Balls2 Marketing’s managing director, Andy Ball, what the top three issues the glazing industry will face in 2022. In his response, he explains how taking a fresh look at your marketing will be crucial to get ahead. Everyone is in the same boat in the glazing industry. Whether it’s raw materials or finished products, we have seen product...