Posted On - 17/02/2020
John Warren is a former daily newspaper journalist, lobbyist and construction and building products marketing and PR specialist who has worked with some of the industry’s leading brands. Here, he discusses marketing evaluation. How will I know that what you’re doing/proposing to do is working/going to work? While the question is reasonable enough, the answer is not so clear cut,...
Posted On - 17/02/2020
Jade Greenhow, operations director at Insight Data, explains how the challenges of marketing in a rapidly changing industry, and how Salestracker’s real-time data can help businesses pinpoint the perfect customer. For better or worse, acquisitions, mergers and consolidation have become a regular sight in the fenestration industry. Such is their frequency, the industry landscape seems to change almost on a...
Posted On - 17/02/2020
The glazing industry’s must-attend conference returns – and it’s set to be bigger and better, as it organisers explain. The Glazing Summit takes place on Thursday, October at Edgbaston Stadium, and more than 400 industry leaders from across the industry are set to attend. Organisers Purplex Marketing and Insight Data have revealed some exciting new developments for 2020, including the...
Posted On - 17/02/2020
GGF Commercial continues to revive the fortunes of each of its brands – and it’s good for the industry too, as MD Anda Gregory explains. In November last year I addressed a meeting of the trade press to review the progress of her charges – brands including Fensa, BFRC, InstallSure (formerly GGFi) and the newly formed inspection arm Risa, and...
Posted On - 17/02/2020
Investing £9 million in a new company, world class factory, innovative products and a top team with a two-year time plan is a challenge. It’s an added challenge when you need to start marketing a year before launch and can’t show or describe the products until then. By Garnalex. Few will have missed Garnalex’s high-profile marketing campaign or the marketing...
Posted On - 17/02/2020
By Jeyda, Doorco’s chief doork. Being a door lover is like admitting that you like Abba: saying it out loud is enough to make most people wince but, actually, once it’s out there you realise everyone secretly loves them too. I’ve been door hunting for a number of years now and it’s completely addictive. I can’t think of anything else...
Posted On - 17/02/2020
Fiona Lund, MD of Brouha Marketing, discusses why, when it comes to effective communications, you should remember that we have two ears and one mouth. I’ve always loved the adage that we have two ears and one mouth for a reason, and remembering this is the foundation of any effective communication strategy. Listening is a skill that enables businesses to...
Posted On - 17/02/2020
Sarah Ball, client strategy director at Balls2 Marketing, talks about the importance of PR and storytelling in marketing strategy. One of the best ways to connect your company with your audience is through storytelling. We know that it’s an effective marketing practice, because some of the biggest brands in the world are using the tactic and telling stories direct to...
Posted On - 17/02/2020
Rock-style videos and edgy lifestyle consumer marketing are the way to go for the Ballymena door maker, says Apeer’s Asa McGillian. The problem with residential doors of course is that pretty much everyone sees dozens of them every day; they are a day-to-day thing that we seldom really acknowledge, until they go wrong or we decide to buy a new...
Posted On - 17/02/2020
By Lee Jones, head of manufacturer solutions, NBS. Construction is clearly high on the new government’s agenda and its ambitious plans are cause for optimism. However, until the March budget is announced we can’t be clear exactly what is involved. Regardless of the exact amount, having £billions earmarked for schools, hospitals, infrastructure and annual targets for hundreds of thousands of...
Posted On - 17/02/2020
By Jon Vanstone, Certass. Every installation business within the glazing industry is supposed to ensure that the consumer has financial protection when replacing windows in a property. The residential sectors handle this differently depending on the market, but such is the failure rate of work done and of glazing businesses that insurance-backed guarantees (IBGs) are the current sensible solution within...
Posted On - 17/02/2020
Andy Ball, managing director of Balls2 Marketing, talks leveraging trends and annual events in marketing campaigns. 2020 has already seen some pretty impressive marketing campaigns delivered, with many of them taking advantage of big lifestyle trends. As is the norm for January, after months of being encouraged to indulge, we’re hit from all directions with diet and fitness products and...
Posted On - 17/02/2020
By Adrian Toon, director of a2n. Looking back at the need for a DSLR over a high-end specification smartphone, it is clear that the two options of kit for general photography are beginning to blur and the trend is set to continue in 2020. As a professional photographer, I am often asked what camera I would recommend to budding photographers,...
Posted On - 07/02/2020
FIT Show director Nickie West discusses why the FIT Show has reverted to a biennial format. Sometimes in life and business we have to accept that no matter how much we believe in a decision, no matter how much work, investment and effort we put into making it a reality, there are forces out of our control that will prevail....
Posted On - 16/01/2020
By Adrian Toon, director of a2n. The pixel race has all but stopped over the last couple of years with smartphone companies and camera manufacturers are now concentrating on camera sensor quality not pixel count. The misconception that a higher pixel count offers a better image quality, just does not add up. There are many other factors to take into...
Posted On - 16/01/2020
It’s the start of a new decade, and that brings with it an additional sense of optimism and excitement on top of the natural feeling that comes with a new year. By Doorco’s chief doork and creative consultant Jeyda. I always think this is the perfect time of year to take stock, reflect on what’s come before and enter the...
Posted On - 16/01/2020
By Simon Sangha, Liniar. This month, I’m going to explore the five key marketing trends of 2019 for the fenestration industry based on my own research, and discuss my predictions for 2020. Keywords. There has been an increase in searched keywords and phrases of terms such as ‘lean-to conservatories’, and ‘orangeries’, whereas keywords that were popular in previous years, such...
Posted On - 16/01/2020
By Jade Greenhow, operations director at Insight Data. It will come as no surprise to those within the industry to hear that we’ve seen a rapid rise in M&A activity in recent years. For some businesses, it has proven to be a fast-track way to scale up, enter new markets and to secure both customers and supply chains. For those...
Posted On - 16/01/2020
Rhonda Ridge, MD of Ab Initio Software, says if you haven’t reviewed your business management system for a few years, the dawn of a fresh new decade might be just the time to do it. Generally, all IT hardware has built-in obsolescence and, over time, reaches the point where our expectations exceed the performance of the machine; if the machine...
Posted On - 16/01/2020
Jo Trotman, marketing communications manager at Rehau, discusses Rehau’s latest investment in marketing support. While there is definitely a place for technical and informative content across commercial markets such as the windows industry, it’s not uncommon for marketing to fall into the trap of being too functional – and arguably pedestrian. But this doesn’t need to be the case. We...
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