Software and Marketing Articles
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Jo Trotman is the new marketing manager for The Residence Collection and Window Widgets. Here, she talks about the expertise and resources required to build an influential brand in today’s marketing landscape. Marketing is a business discipline that is constantly evolving as new communications channels emerge and, with it, providing opportunities for the early adopters. But building an influential brand...
Andrew Scott, Purplex managing director, discusses why, despite the myth, print marketing and advertising is still alive and kicking, and why it should play an integral part in your marketing strategy. As the digital world continues to develop at a rapid rate, it’s easy to assume that print is dead. To paraphrase Malcolm Tucker in The Thick of It: “I...
Ben Brocklesby, director at Origin, explains how Origin’s honest and transparent communications throughout the entire lockdown period helped manage customer expectations and attract new partners. Everyone has been impacted by the last 12-15 months differently. For some, it has been the uncertainty that has been difficult to handle, and for others, work might have become increasingly difficult to do effectively...
webuildbrands is the new name for McInnes Communications, and founder Iain McInnes talks about how it has influenced some of the most trusted brands in the industry over the last 15 years. Arguably, one of the golden rules of branding and marketing is to be careful how you change the identity of any business, whether it’s a simple change in...
By Luke Wood, director of Lasco PR and Marketing. It feels slightly strange to be gracing the pages of Glass Times, a title that was a competitor publication to the one that I (until recently) edited. Stepping out from editorial and back into PR and marketing has been a big step. It’s very easy to forget, when you’re in the...
Marketing has always been vital for Leads 2 Trade as a provider of double qualified sales leads in the home improvement industry, says co-founder and director Andy Royle, especially during the last 12 months. Marketing plays a huge part in our business, to not only help produce the thousands of enquiries we generate every week but to also keep our...
Founder director of The Joinery Network Owen Dare talks about why marketing is at the centre of the support package for installation companies looking to add timber windows and doors. Homeowners love timber windows and doors, but over the years they have fallen out of favour with many installation companies. That’s because they became a niche product with a limited...
Eric Collins, managing director of Jackloc, reflects on how marketing effected success during a difficult time. As soon as the first lockdown hit, we were immediately affected; our business is heavily weighted towards the trade market, and with businesses having to close initially, our sales declined. Our first reaction was to cut back. We needed to have staff in the...
Jade Greenhow, Insight Data’s operations director, discusses why data has played an even more important role in marketing over the last 12 months. Our industry has faced many crises in the past, but one of the things the last 12 months has shown is just how vital marketing has been for companies to stay relevant. Despite the unprecedented challenges, marketing...
With live industry events set to return in the second half of the year, founder of the Glazing Summit Andrew Scott discusses why they play such a vital role in the fenestration industry, and why getting your brand seen at them is a must this year. With restrictions starting to lift after one of the toughest years in living memory,...
Stuart Green, director at Framexpress, talks about Club Framexpress, the thinking behind its creation, and the support that it offers to installers. One of the things about installer schemes that I have always found tricky, is that they can feel like it’s all done on the terms of the supplier. You will know the kind of thing I mean: plenty...
With FIT Show 2021 just four months away, event director Nickie West discusses the power of trade shows within the marketing mix. Trade shows, conferences and face-to-face business all but ground to a halt when Covid hit last March. When Zoom meetings, webinars and virtual event alternatives were launched, engagement was often low and the feedback poor. I would ask...
Alan Calverley, director Department of Marketing reflects on how our approach to marketing changed during the pandemic, and asks if our tried and trusted methods will return. Marketing communications played a vital role in the corona era: keeping customers, employees and suppliers up to date, and advising on closures, deliveries and new working practices. Of course, digital means of communication,...
Bethaney Larkman, marketing manager for Distinction Doors, reviews a digital year. As the first lockdown hit, TVs, laptops and mobile devices became a lifeline – our only connection with the outside world. Since then, tele- and digital communications have been at the heart of the pandemic, whether it’s the PM announcing the first lockdown to 27 million television viewers or...
Fiona Lund, MD of Brouha, discusses why social distancing has actually brought us closer together. Alongside the fact that company Zoom parties are not fun, the last 12 months of remote working have brought with them many novel experiences and insights: Amazon’s uncanny knack to sync their deliveries with the start of any Teams call; almost nobody follows the office’s...
By Graeme Bailey, managing director of Business Micros Group. When Business Micros acquired The Consultancy in February last year in order to develop our Touch online sales and ordering platform, we obviously had no idea just how timely that decision would turn out to be. In just over a year, the pandemic has triggered the kind of digital shift which...
Sarah Ball, client strategy director at Balls2 Marketing, talks about the power of digital PR and how it helps businesses become trusted brands. Trust plays a big part in choosing who we buy from or who we do business with. Becoming a trusted brand is always a solid basis for growing companies and an effective PR strategy is behind most...
Andy Ball, managing director of Balls2 Marketing, talks about the importance of PR strategy. As I write this, there’s been two huge stories that have dominated the media: one that has managed to turn a potentially damaging legal action into a positive online campaign; and another that has been a complete and utter PR disaster. I am, of course, talking...
By Adrian Toon, director of a2n. Dark grey window frames pose particular problems in photography as they can ‘disappear' in an image. Frames are often located in a reveal, so they are often in shadow. Light is usually much brighter outside than inside, so glazed areas are often dark and glass can often appear mostly grey or black. With our...
With over 200 million active websites running, having an online presence for your business is now more crucial as ever. While a new website can seem like a daunting task, there are so many tools available that can make the process more efficient. Liniar’s Simone Sangha explains. This month, I’ve put together a checklist highlighting some areas to focus on...