Software and Marketing Articles
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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...
By Neil Cooper-Smith, senior analyst at Business Pilot. Covid may still be with us but the world we now occupy today is a very different one to that of 12 months ago. In April 2020, things felt apocalyptic. We were in our first national lockdown, factories had shut their gates and, like the rest of retail, installers were forced to...
Organisers of the fenestration industry’s four main events have announced that they are ready to return with a bang: they have pledged to be a catalyst for change, pulling out all of the stops to deliver the very best platforms for the industry to reconnect, face-to-face, at their upcoming installments. The collaborative announcement follows the easing of lockdown restrictions across...
By Build Check’s technical director Richard Bate. Responsibility, noun: 1, the state or fact of having a duty to deal with something or of having control over someone – “a true leader takes responsibility for their team and helps them to achieve goals”; 2, the state or fact of being accountable or to blame for something – “the group has...
Jon Vanstone, chair at Certass Trade Association talks about the new Installer Protection Committee. Too often, installers were given the rough end of the stick, whether it be from rogue consumers, manufacturer terms or legislation. It seems that the balance is often against those who fit glazing products whether in homes, for housing association work, or commercial premises. Not enough...
Andy Ball, managing director at Balls2 Marketing, reflects on a decade of helping companies to grow. March 9, 2021, marked 10 years since the start of the Balls2 Marketing business journey. It has been a great opportunity for me, Sarah and the team to reflect on the successes of the last decade, but also to put new plans in place...
By Phil Slinger, CAB chief executive. Unlike some other materials used in fenestration, aluminium recycling is not a new science: we have been recycling aluminium for decades. In 1990, global demand for aluminium was around 28 million tonnes with over eight million tonnes recycled from scrap. Today’s global demand for aluminium stands at over 70 million tonnes with over 32%...
By Liniar’s Simone Sangha. In the past, I’ve spoken about search engine optimisation (SEO) and the importance of adapting your strategy regularly for this developing channel. With algorithms popping up as frequently as monthly from Google, this won’t change in 2021. However, the way we search most certainly will change over the next 12 months. Future data predications suggest search...