Marketing
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We talk to Andrew Wilkins, head of marketing at Winkhaus UK, who explains more about the hardware specialist’s award winning Digital Marketing Campaign of the Year. Winkhaus UK received two awards at the 2024 National Fenestration Awards, including the Digital Marketing Campaign of the Year for its newest innovation, the AV4 multi-point AutoLocking solution. Building on this, Winkhaus has now...
Iain McInnes of WeBuildBrands explores the rationale that the number three is so prolific and important in all aspects of strategic marketing, branding and corporate communications… There are many aspects in life that involve the number three, from the triple jump in athletics, demands of an ironman triathlon, to featuring in ‘The Magic Number,’ a defining 1990 single by hip...
Loredana Emmerson, customer marketing manager at Veka, explains how delivering market-leading windows and doors is only part of the Veka story. For Veka, she says, true partnership goes beyond products – it’s about providing meaningful support that helps customers grow their businesses. For decades, Veka has been at the forefront of innovation and product excellence. But what truly differentiates us...
By Kate Ashley-Norman, director, Vast PR. Back in the naughty noughties, when Google was barely out of nappies, I was running an overseas property company. With a budget of a couple of hundred quid a month we were running Google adword campaigns that ensured we were consistently on page one, and often within the top three listed companies. We didn’t...
Sophie Wetherall, assistant marketing manager at Tradeglaze explains how generative AI offers powerful tools to streamline content creation and enhance customer engagement. AI has the potential to generate compelling content, brainstorm ideas, and ensure consistent messaging. However, like any tool, AI cannot be left to operate on its own; it is a useful tool that will only perform alongside a...
Throughout 2025 the terms AI and AI Agents will be everywhere, but what do they mean to us, and where do we start? Elton Boocock, managing director of Business Pilot and now founder of thinkivity, a new business that aims to deliver AI consultancy and training exclusively for the UK glazing industry, is here to help. AI is a word...
Selecta Systems marketing manager, Mark Walker, talks about a challenging market and the value of connecting with the right PVC-U systems company. In the current market, it’s become imperative that fabricators and installers partner with a systems company that can provide them with more than just a range of products. Every systems company can supply fabricators with ‘sticks of profile’,...
DoorCo is returning to the FIT Show this year, so marketing communications executive, Maili Lavin-Bailey, gives us advice on how to get the most out of the event. FIT Show is the industry event where you get the chance to showcase your products, services and team to a captive audience. But, committing to an exhibition on the scale of FIT...
Andrew Scott, MD and founder of Purplex Marketing, shares his thoughts on how businesses within the fenestration industry can stand out in a crowded marketplace. Just recently, a colleague told me about a visit he’d made to a graveyard. Walking past a line of graves, he noticed the lettering on one newly installed tombstone. The text related to a woman...
By Nikki Dunbar, founder, Nix Collective. PR, articles, and thought leadership pieces all play important roles in building brand and product awareness, as well as establishing authority – but they each require a different approach. Understanding what makes them unique and using them strategically can make all the difference when it comes to connecting with your audience and driving real...
How do I appoint a marketing agency that will work for me? If there ever was a million-dollar question, this is probably it. To get to the answer I’m going to flip things on their head by focussing on what doesn’t work: Marketing agencies that don’t understand your market: This is a basic point but one that is frequently overlooked....
Keystone Market Research’s director, Charlotte Hawkes, explores the critical role of market research in driving business success in the fenestration industry. Investing in a piece of research is how a business moves from ‘we think’ to ‘we know’. It offers an objective viewpoint of the market in which you operate, without any doubt or speculation. At Keystone we’re passionate about...
Toby Smith, marketing executive at Brouha Marketing, a specialist PR and marketing agency for clients across the built environment, talks about the implications of AI within the world of PR. We asked ChatGPT if AI would take over PR. Here’s what it said: ‘AI is definitely changing public relations, but it’s more about enhancement. AI can handle data analysis and...
Katie Bregazzi, Chartered PR Practitioner and co-director at Balls2 Marketing, part of the Koobr Group, explores how to strike the right balance of push and pull marketing in 2025. The marketing landscape continues to evolve, but the fundamentals remain the same: businesses need to connect with their audience in ways that resonate and drive results. For those in the glazing,...
Clarity! Culture! Commitment! Content! Consultant! Sioned Yates from Access Marketing says how keeping true to the 5 C’s will help business owners benefit and be successful in their marketing. I read a very interesting article on LinkedIn the other week about how marketing is viewed, from both marketeers’ and non-marketeers’ perspectives and, although it made me chuckle, it was also...
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...