Clearview National April 2019 - Issue 209 | Page 23

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surveyed said that they were ‘often’ or ‘always’
asked if they were FENSA-registered, meant
that public awareness became a core focus for
our future promotional activity.
“Our mission as an organisation is to
make FENSA approved installers the first
choice for homeowners; we can only do that
if homeowners understand what a FENSA
approved installer is. We also want to move
the replacement of doors and windows
further up the priority list for homeowners;
we can only do that by helping homeowners
understand what is required of a modern door
or window, and why it is important to get old
ones replaced.
“Finally, we also want to help raise
industry standards overall, and help protect
homeowners from installers that don’t comply
with building regulations or register with
their local council; we can only do that if
homeowners know that installers should
comply with building regulations and register
with the local council. This knowledge, in
turn, will weed out the minority that are
dragging down the industry standard.”
To this end, FENSA set about a
reinvigorated five-year business strategy. The
team identified the improvements it needed
to make to processes, systems, and overall
structure, recruited more team members,
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invested heavily in IT, upgraded the telephone
system (to minimise dropped calls), and forged
new partnerships to further help installers;
such as Improveasy Finance. The main push
was on customer service however; anything
and everything, that would improve life – and
business – for its approved installers.
Recognising that TV helps a brand tell a
story, educates and informs, gives a product
or organisation gravitas, and reaches a wide
and varied audience, FENSA believed that a
television advert would be the best way to help
the public understand the organisation better,
and keep it in the forefront of their mind
when replacing their doors and windows. The
new advert is backed up by www.fensa.org.uk,
where the Harry character has his own advice
column for home improvements, and through
this, the consumer can familiarise themselves
with other aspects of FENSA’s work, with the
attractive and easy-to-use website.
On the face of things, the cute, cartoon
advert may seem like a bit of fun, but its
objectives run far deeper. Aiming to make
almost 200 million TV impacts, the campaign
will significantly increase homeowners to
visit the FENSA website to find an improved
installer, and significantly increase the
number of homeowners asking for a FENSA
certificate, through raised awareness in the
scheme. The knock-on effect of this will be an
increase of applications to become a FENSA
approved installer, which collectively improves
the reputation of fenestration, and an increase
of jobs notified through the organisation.
The main mission however is to increase the
satisfaction of existing installers; securing them
more work with homeowners, and taking the
pressure off of them to explain the process, so
they can get on with the job, and move onto
the next one.
Anda concludes: “The focus of our new
strategy at FENSA is the installer, but the
focus of the campaign is the homeowner.
Only by marketing directly to homeowners,
emphasising the benefits of using a FENSA
installer, and the importance of the FENSA
certificate they receive, will we create a ‘pull’
dynamic whereby homeowners will actively
ask installers for a certificate and seek out
an approved installer for their doors and
windows, then recommend them to friends
and family when they are making home
improvements. The integrated campaign
aims to make FENSA certificates part of the
purchase decision from now on, and not
just something that happens to arrive on the
doormat after a fit.”
www.fensa.org.uk
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