Posted On - 27/03/2019
Claire Miller, marketing director at Rehau, discusses the story behind the Rio Flush Fit window campaign and how the business is taking a new approach to its marketing strategy by creating consumer demand for trade. Launching Rio is so much more than bringing a new product to market for Rehau. The flush fit market is clearly well established, but we...
Posted On - 27/03/2019
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...
Posted On - 27/03/2019
Ben Brocklesby, sales and marketing director at Origin, gives his advice on marketing to homeowners and explains how Origin supports its partners with an extensive marketing strategy. Being able to effectively reach and engage with homeowners is crucial to the success of most businesses in the glass and glazing industry. That said, the marketing landscape is incredibly fast moving, so...
Posted On - 27/03/2019
Iain McInnes, managing director of McInnes Communications, outlines six steps to building a brand for the long-term. According to the Chartered Institute of Marketing a brand is “the set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should...
Posted On - 27/03/2019
We operate in an industry that is renowned for bringing new products to market on a regular basis. Some marketing campaigns seem to gain traction immediately, where other launches take much longer to become established. Sue Davenport, Liniar’s marketing director, explores the recent launch of the double-rebated Resurgence flush sash window system, and explores whether fabricators and installers could learn...
Posted On - 27/03/2019
PR Consultant John Warren discusses the usability of websites. You paid a designer to build you a new website, and it looks great: it works well on mobile devices, has some big banner images, a video promoting your latest product on your home page, a feed of your latest Twitter activity, and all the information your customers told you they...
Posted On - 27/03/2019
Jade Greenhow, operations director of Insight Data, discusses why financial data is an essential part of its Salestracker software. According to the latest Creditsafe Watchdog Report, the number of company failures across the construction industry increased by 80% in the last quarter of 2018, with 942 companies collapsing, leaving £63 million in bad debts. It makes for sober reading. Yet...
Posted On - 27/03/2019
By Dan Hodges, CNC implementation manager, BM Aluminium. We are starting to see the impact of the ongoing skills shortage in almost every part of the country now and across almost every sector of the industry. In our experience, it is probably most acute in fabrication and is becoming particularly evident in the shortage of skilled CNC operators available to...
Posted On - 27/03/2019
Alan Calverley, director of Department of Marketing, looks at what should underpin your marketing strategy. As I write this several, advertisers in the half-time slot at the Superbowl have spent more than $5 million for one 30-second slot. And here’s me thinking that TV was dead as an advertising medium. Yes, we all know that the marketing landscape has changed...
Posted On - 27/03/2019
As sales and marketing director for Distinction, Chantel Roach has responsibility for reaching the widest range of potential customers for her company’s products and, she says, it’s an ever-changing challenge that requires continuous review of marketing practices and processes. The start of a new year is always about predicting trends. Fashion, food, travel – being ‘up’ on what’s ‘down’ is...
Posted On - 27/03/2019
Fiona Lund of Brouha Marketing looks how we can harness the brain’s natural pursuit for a coherent story to engage more effectively with customers and prospects Business to business marketing (B2B) is often perceived as the weaker cousin of business to consumer marketing (B2C); it is often seen as trailing behind in creativity, impact and measurement. So, what does B2C...
Posted On - 27/03/2019
Gary Morton, chairman of The Boing Boing Group, looks at how fabricators can create a sales edge for installer customers with intelligent investment in IT and marketing collateral. Companies often talk about offering marketing support to their customers and there is, without question, a whole host of marketing collateral available from all levels of the fenestration supply chain. What hasn’t...
Posted On - 27/03/2019
Andy Ball, managing director at Balls2 Marketing, talks about the importance of marketing strategy and getting the service right for clients. You only have to flick through a magazine or have a look at Facebook to see how many companies in the glazing industry are upping their marketing game. We see lots of adverts, social media campaigns and direct marketing...
Posted On - 27/03/2019
By Jotika. Fire Glass UK is a nationwide supplier of fire rated and other specialist glass, which offers a supply-only or a specialist glazing installation service tailored to each individual project. Over the past few years Fire Glass UK has expanded all areas of its business, resulting in a need to invest in a better system, in particular the management...
Posted On - 27/03/2019
Infinity is the newest brand to enter the window software market. The logo started appearing online and in the media before Christmas promising ‘endless possibilities’ for fabricators and installers, and, over the last few months, the company behind the brand has started to reveal a little more about its strategy and product range. Essentially, Infinity is aiming to bring professional,...
Posted On - 27/03/2019
Tracey Jackson from Howells Patent Glazing – and the first champion supporter for the Building our Skills campaign – explains how the future of our industry requires forward planning. Retirement. It’s inevitable for many of us but it’s also an increasing issue in the fenestration industry; within the next 10 years we will lose 25% of skilled manufacturing and construction...
Posted On - 27/03/2019
Window Company (Contracts)’ chairman David Thornton considers what the fallout would be for installers if one of the industry’s big players suddenly went out of business, and how they can best protect themselves from that perceived threat – however unlikely it might seem. In any industry that likes to network as much as ours does, rumours will always circulate both...
Posted On - 27/03/2019
By Ben Brocklesby, director at Origin. We pride ourselves on the close relationship with have with each of our partners. We are always looking for new ways of demonstrating their importance and making sure that they feel like part of the Origin family. We strive to help them grow their businesses by innovating new products, offering unrivalled marketing, technical and...
Posted On - 27/03/2019
There has been much talk about the need for change in the Building Regulations, driven as much by consumer related demand as by Dame Judith Hackitt’s Interim Report on Building Regulations and Fire Safety. A major problem with the regulations today is the confusion that the extensive documents generate in the minds of those who want to be compliant. Even...
Posted On - 27/03/2019
Andy Ball, managing director at Balls2 Marketing, talks about diversity in advertising and what the glazing industry can learn from other brands. Recently, the winner of Channel 4’s 2018 Diversity in Advertising Award was announced. The focus of the most recent competition was the portrayal of women in advertising. Sparked by the gender pay gap debate, the #MeToo movement and...
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