Deceuninck launches sustainability lead gen toolkit
Deceuninck has launched a new sustainability lead generation toolkit designed to help customers win business by capitalising on its and their own sustainability story.
Deceuninck has established a lead on sustainability based on its commitment to the Science Based Targets (SBTi) programme, with a headline pledge to cut the CO2 emissions from its own operations (Scope 1&2) by 60% by 2030 from a 2021 baseline.
Cutting emissions by 21% last year puts Deceuninck, which won the 2022 G-Award Sustainability Initiative category, already ahead of target.
With independent research commissioned by Deceuninck and conducted by YouGov demonstrating a link between sustainability and purchasing decisions, the systems company has developed a marketing toolkit to help customers maximise opportunities.
Rob McGlennon, managing director, Deceuninck, explained: “Our customers want to drive sustainability within their businesses and recognise that what we’re doing to lower our carbon footprint, recycle more and develop more energy efficient products, will support their future sales.
“Where we identified a gap, was how to help them to communicate how what we’re doing makes the products that they sell, either as a fabricator or an installer, more sustainable.
“The marketing toolkit that we have created gives them access to ready-to-go and dedicated business-to-business and business-to-consumer, marketing tools to support them in delivering that message – and making money from it.”
Available through the Deceuninck customer portal, for fabricators the Deceuninck Sustainability Marketing Toolkit includes headline positional statements drawing on Deceuninck’s commitments under Science Based Targets; an own-branded-printable sustainability brochure; plug-and-play website content; e-shots; social media assets; presenter decks; and video content.
For installers, Deceuninck has created the same assets but with distinct b2c messaging aimed at the homeowner. This has been supplemented with additional marketing collateral specific to installers including door-drop leaflets; sustainability logos; showroom pull-up banners, wall decals; and flyers
“If you’re a fabricator or an installer and you did nothing but continue to buy Deceuninck windows and doors, you can benefit from each of these assets because the work that we’re doing upstream as part of your supply chain, is making your business and the products that you sell more sustainable,” Rob said.
He continued: “That’s the starting point. We’re also making it easier for our customers to work out and lower the carbon footprints of their businesses, giving them an even more powerful point of differentiation.”
This includes the launch of the Deceuninck Carbon Calculator which makes it easy for fabricators and installers to work out their carbon footprint using the operational data that they already hold and includes tools to help them lower it.
It follows Deceuninck’s launch of its Energy Calculator in the spring. It’s been designed to generate retail leads by helping installers to demonstrate the energy savings that new windows and doors deliver.
Rob continued: “People won’t purchase windows and doors on the basis of how sustainable they are alone. It’s a combination of evergreen drivers – energy efficiency, security, appearance, and price.
“Sustainability is an additional element of that pitch. In taking a responsible approach to the environment, you’re saying so much more. You’re saying that you can be trusted.
“Trust is a foundation for any business relationship. If you can’t demonstrate that, then why would someone choose you?”