Purpose, planning and execution
Purplex has been helping companies reach their potential for 15 years. Managing director Andrew Scott explains why marketing is more important now than ever before.
Purpose, planning, and execution: three simple principles that have helped establish the largest marketing agency in the window industry.
Today, more than 70 Purplex team members helps companies drive top-line growth and bottom-line profitability with PR and social media, digital marketing, branding, design, and video production.
Right from the start, my aim was to create a world-class marketing agency that partnered with clients for the long-haul, to really understand what they wanted to achieve and help them attain it. While it’s great to work with some of the biggest brands in the industry, we’re equally at home rolling our sleeves up and working with a local installer to help them grow.
One of the frustrations that many business owners and marketing managers have is dealing with multiple agencies to coordinate their marketing activity – web designers, digital marketing and lead generation, creative/design, ad agencies, PR and social media, video… the list goes on.
Purplex provides all of these services under one roof. Each customer gets a dedicated account manager to act as a single point of contact, supported by a hands-on senior management team with decades of window industry experience.
There is no one-size-fits-all approach at Purplex. The strategic marketing objectives of a £100 million group are very different to the needs of a local installer. Understanding the end-goals is key, and our team then work with the client to develop the right marketing strategy to deliver results.
For some companies, this may be a branding and PR exercise to shape industry opinion or change perceptions, for another it may be a direct marketing or digital strategy to drive sales leads.
Purplex has specialist teams that operate across all marketing channels; from traditional print, TV and radio to digital platforms. It’s an official Google Partner with over 30 staff involved in search-engine marketing, display advertising, social media and content. The company even has a dedicated event management team and an in-house video production and photography service.
In reality, most people in business have some knowledge of marketing. But working with an agency that really understand the glazing industry, and has the expertise and resources in place, can accelerate top-line growth and bottom-line profits.
It’s been an uncertain time for the glazing industry with Brexit affecting the confidence of some companies to invest for the long-term. At the same time, we’ve seen a flurry of mergers and acquisitions as parts of the industry consolidate.
Despite this uncertainty, Purplex has already seen several clients ramp up their marketing plans for 2019 and aiming for serious growth. We have also committed over £1 million in our own infrastructure, technology and expertise.
Cutting your marketing budget during uncertain times is like putting your brakes on during a race. It simply enables competitors to get ahead and can make it difficult or impossible to catch-up when confidence returns
Whatever impact Britain leaving the EU has, the demand for windows, doors and other building products will continue. While the demand may fluctuate the companies winning the work will be those maximising their marketing activity while their competitors retrench.
Purplex is certainly following its own advice – we are ramping up our own investment in 2019 to extend its range of services and explore new markets.
