Annual Predictions
‘ CAUTIOUSLY OPTIMISTIC ’
Chris Alderson , Edgetech Managing Director
» LIKE EVERYONE , FROM A personal standpoint we ’ re very glad to see the back of 2020 . For many , I suspect it was the longest , most challenging year they ’ ve experienced in their lifetimes .
But for a lot of businesses in our sector , the six months from June to December were the busiest on record .
We ’ re extremely fortunate to be in an industry that wasn ’ t severely impacted by coronavirus , and I feel hugely for the firms in leisure , hospitality and tourism that continue to face enormous difficulties .
I ’ m delighted with Edgetech ’ s performance despite the pandemic . Our financial year runs from November to October , and for us , 2020 was much better than we ever would have anticipated back when the first lockdown began .
More importantly , the IGU manufacturers we work with are doing very well . The majority of our customers have exceeded their targets , some by as much as 180 %, and others are fully booked for several weeks ahead .
However , we know the current boom can ’ t go on forever – it ’ s just not sustainable . What ’ s more , I don ’ t think we ’ re dealing with the legacy of the pandemic yet . We ’ re still in the crisis phase , and sadly I expect we ’ ll see unemployment continue to rise across the country in the year ahead .
We ’ re also starting to see supplier lead times lengthen , in part as a delayed impact of the end of the first lockdown , when all elements of the supply chain came back very cautiously .
However , before the crisis I was saying that I think the long-term prospects for fenestration are very good , and the pandemic hasn ’ t changed that . If we ’ re going to meet the government ’ s highly ambitious net zero targets by 2050 , energy-efficient windows and doors will have a vital role to play .
What I want to see now is the government seize on this as an opportunity to accelerate that net zero agenda .
The majority of the homes people will be living in by 2050 have already been built , which means we need to see enormous investment in retrofitting Britain ’ s housing stock . But it will take serious , sustained government investment to make that happen .
www . edgetechig . co . uk
Online presence is essential
Lauren Edwards , Digital Marketing Coordinator , the Glazerite UK Group Ltd
» IF THERE ’ S ONE THING 2020 has taught us , it ’ s that having an online presence via a website and social media channels is essential . While the first lockdown kept the vast majority of us homebound , internet usage went up , with UK adults spending around four hours a day online on average .
In an increasingly digital world , consumers still ask around for recommendations for installers , only nowadays they ’ ll do it using Facebook . If you ’ ve built up a good local reputation , you ’ ll find your customers will do your marketing for you by referencing your business and linking to your Facebook page or website , which means prospective customers are literally just a click away .
Keep your customer on that journey by ensuring your social media channels and website are dynamic , active and up to date with your contact information and strong visuals of your installations so they can get a real flavour of your work . Make your website easy to navigate , add a clear call to action and keep your branding and tone of voice consistent .
Platforms like Tik Tok and Instagram Reels took the world by storm in 2020 , which goes to show how much moving imagery can capture people ’ s attention . Think about how you can bring projects or your business to life , whether that ’ s intro videos of your team , a time lapse of an install or
a virtual trip around your showroom ; anything that will capture customers ’ attention , and which they may go on and share on their own social media accounts .
Finally , make sure your website is mobile friendly – given 84 % of UK adults own a smartphone , this shouldn ’ t be a nice to have , it ’ s a must have for 2021 .
Being digitally-savvy is important but if you prefer to focus on your installs , tap into the marketing services your fabricator or supplier can offer . At Glazerite , 2021 is the year we up the ante for our installers . From digital brochures to the launch of a new installerbranded website and a social media toolkit , we ’ ll be adding value where it matters most .
www . glazerite . co . uk
CLEARVIEW-UK . COM » JAN 2021 » 23