DOORS&WINDOWS
‘POP CULTURE’ DOOR VIDEOS
LAUNCH AS VIEWING RATES ROCKET
» APEER COMPOSITE
Doors has followed the success of
the avant garde ‘rock’ style video
it released in March to promote
its Silka Door, by bringing
forward the launch of six more
‘Pop Culture’ lifestyle videos to
take advantage of dramatically
increased viewing figures being
received during the lockdown.
The videos cover the company’s
all new online Doorbuilder, plus
others promoting various aspects
of the weather and comfort
performance; sustainability;
colour choice and matching; and
security performance. These add
to the original range-specific Silka
video launched in March that
focuses on the product’s smooth,
ali-matching skin, with the series
now being viewed on channels
such as Facebook, YouTube and
other social media, backed by
intensive SEO.
Apeer’s MD Asa McGillian
said: “When we wrote our
marketing plans for 2020 through
2021, we anticipated what should
be a modest increase of 25% in
the sales leads that we send to
our Apeer retail dealers. But we
also want to break new ground
with our campaign, to plant
ideas in homeowners’ heads that
didn’t exist previously, not least to
trigger buying instincts for their
resi doors as items of furniture,
more than home improvements.
And then we want them to buy
an Apeer door of course.”
Apeer is tapping into the
growth in video as a promotional
tool. Even before the lockdown
research showed that video
produced 66% more qualified
sales leads per year, whilst
increasing purchases by 144%.
Crucially, amongst consumers,
62% of people polled said they
were more interested in a product
after seeing it in a Facebook
story.
‘we are receiving
significant numbers
of enquiries’
The videos are part of a
thorough overhaul of Apeer
marketing that includes digital
and hard copy literature as well
as a new website. “We’ve released
the videos to take advantage of
the continuing increase in social
media engagement during the
lockdown,” Asa added, “and we
are receiving significant numbers
of enquiries that of course we
are banking, in anticipation of a
relaxation in restrictions, during
the coming weeks.”
All videos may be viewed
on the Apeer YouTube
Channel: https://www.
youtube.com/channel/UCm_
TIgkIlmDKnWV8ytydmgw
www.apeer.co.uk
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CLEARVIEW-UK.COM » JUL 2020 » 27