Wake up and smell the copy
Kickstart your marketing for 2023
Often when companies start to think about their annual budget and they want to save some money , marketing and advertising is one of the first things they cut back on . When raw materials are more expensive , your next energy bill is causing untold anxiety ( never mind the next one after that ) and
your fuel bill for transport is higher than ever , surely you can reduce spend on the pretty pictures and lovely words you send out instead ?
SUMMIT TO SAY
The appetite for information is larger than ever , and there ’ s too much going on to stay quiet . The fact that industry events have been so popular this year - the Glazing Summit broke its own attendance records and GGF allowed press to its AGM for the first time - further proves the point .
Realistically we can ’ t all physically get together once a month and hold expert panels however to discuss and debate everything going on . For brands and businesses to communicate and collaborate , therefore , we can do so through our trade press and social media . Some companies prefer to do this themselves , but let ’ s face it - who has enough time everyday to do their own jobs list ?
If you want to keep in regular contact with the supply chain , marketing and advertising offers many options . From e-shots to press releases , features on industry issues - such as building regulations or the skills shortage - to award announcements , these have more-oftenthan-not been put together by specialists in the field of fenestration , then sent out accordingly to make sure the right people get to see it .
USPs STICK
When there seems to be too much doom and gloom ( and there ’ s plenty at the moment ) what is your company thriving at ? What makes your business stand out , why are your people the best , who needs your products , where are you excelling and how ? Actually , it can be difficult to put all this into words .
But , don ’ t shy away from all the positives your brand has to offer and the advantages a customer would have if partnering up with you . With costs on the rise across the board , it is likely that customers will be looking at ways companies add value to business transactions if saving ‘ actual money ’ may be not be a realistic option .
Rather than slash your marketing and advertising budget , put revenue into promoting your best features . Show off your product portfolio . Flash your sustainability credentials . Push your technical team into the spotlight . Show off your marketing support available to installers . If customers spend money with you , what unique selling points do you have to offer on top of the basic transaction ?
FINE PRINT
In fenestration , trade magazines remain a strong favourite and a solid source of information . Whether CEOs sit and read their glossy subscription magazine in between board meetings or fitters pick up a free newspaper when they are buying
parts for a job , make sure they are seeing your brand as they read the latest news .
There are many ways to use magazines to reach your target audience . Advertising campaigns are just one of them . Press releases serve as news bulletins . Longer articles and guest features delve deeper in people , products and processes . There is no one-size-fits-all approach to marketing through magazines and with specialised industry knowledge , it ’ s likely the team will be able to tailor a plan just for you that ticks all the boxes , at a fair price and with a readymade audience already signed up to receive it .
ONLINE DUTY
Most of us spend a lot of the day on our phones , tablets and computers so why not use digital as a route to your existing and potential customers too ? Again , too often companies think online advertising and marketing might be too complicated or expensive . Not the case . And with an email campaign or online link you can monitor and manage who has read or responded to a campaign , then retarget them .
Trade press publishers also have weekly newsletters , mailing lists for eshots , and of course their own websites and social media platforms that can be utilised for quick comments , breaking news ( yes there is some in fenestration now and again !) and to bridge the gap between magazines , if you use print marketing .
If you ’ d like to discuss a bespoke advertising and marketing package , please contact info @ cvgroup . co . uk or call 01226 321450
80 NOVEMBER 2022 CLEARVIEW-UK . COM