At a time where the fenestration and glazing industry is struggling to gain momentum , the ability to target customers in a personalised and relevant way is more important than ever . The negative effects of the cost-of-living crises , pandemic , and Ukraine war has contributed to a decline in the industry – threatening the success of businesses in 2023 .

With companies feeling the pressure , issues of the marketing wave have started to reveal themselves in the industry once again .

But what exactly is the marketing wave ? Throughout my career in the glazing sector , the marketing wave is a term I ’ ve coined to help describe marketing efforts that don ’ t follow a clear plan or structure .

Often , businesses appear trapped is this cyclical pattern : sales are slow , so you pump money , time , and effort into

marketing . Sales increase , and focus is shifted elsewhere to meet the demand . They dip again , so you return to the drawing board . They rise , and marketing is ignored once again . Sound familiar ? The marketing wave is a tiring , money wasting , and ineffective practice that fails to generate the quality leads and growth businesses deserves .

At Purplex , we ’ ve seen hundreds of businesses trapped in this cycle , so I want to share how this can be avoided at such a critical time in our industry .

How to break free from the chain

Often , businesses lose sight of their long-term goals and strategies due to issues that should have been mitigated a long time ago .

When sales are booming , take the time to review your customers . Eliminating poor payers and reviewing your prices and product offering during peak times will help realign your business focus and allow room for a consistent marketing strategy to be implemented . Drip feeding your marketing steadily throughout

the year is also key . When businesses experience a dip in sales , an expensive , loud , and panicked marketing campaign is organised to combat the decrease . In this instance , we should be reminded that a slow and steady approach really does help businesses win the race . Granted , selected campaigns and promotions do deserve an individual spotlight , but a backdrop of a consistent marketing strategy should always be upheld . Such an approach can help avoid the seasonal industry lulls , as well as place businesses ahead of the rest thanks to their clear , reliable , and well-known messaging .

Anchoring your business with a comprehensive

marketing strategy is more critical than ever , especially as our economy still has a troubling forecast , no more time can be wasted trapped in the grip of the marketing wave .

At Purplex , we develop tailored marketing strategies designed and implemented by our expert creative teams . Led by years of industry experience , we exist to help businesses grow from strength to strength with our multi-channel marketing approach . If you feel at the mercy of the marketing wave , it ’ s time to consult with our dedicated team of experts to help steer your business to success .

www . purplex . co . uk