Clearview National January 2020 - Issue 218 | Page 23

INDUSTRYNEWS
(L to R) Chris Beedel – Director of Membership, FENSA, Frank Allain – Head of Operations, Installsure,
Simon Charkham – Head of Operations, Borough IT, Anda Gregory - Managing Director, GGF Commercial,
Dave Mechem – Director of Operations, RISA, Lis Clarke – Operations Director, BFRC
“Partnerships with training providers have
also been established to offer upskilling for
installers across the industry, with more to
come in future months. FENSA has also
sponsored the Building our Skills initiative to
help tackle the skills shortage and FENSA will
also be extended into Northern Ireland,” she
added.
The GGF Commercial Group MD
inevitably ended her address with reference
to the FENSA TV commercial. Combined
with sponsorship, she reported that the
advertisements have reached 63% of the
adult UK population, with each person
seeing the messaging an average of 8.1
times, equating to more than 247million
viewings.
The TV campaign, together with social
media, a new and improved website and
increased activity through PR and press
advertisements has significantly improved
the visibility of FENSA. “FENSA had rested
on its laurels for too long,” admitted Anda.
“Although brand recognition by homeowners
was okay, it wasn’t as high as we needed it
to be for the good of our FENSA Approved
Installers and there was confusion around
what FENSA actually did or meant. This
is why we made a hero out of our FENSA
certificate, encouraging homeowners to always
ask if they’ll get a FENSA certificate when
the job’s done when getting quotes from
installers.
“Our expectations for the campaign had
three components. The first was to help our
existing FENSA Approved Installers to win
more work. The second was to gradually
bring more good installers who weren’t with
FENSA already into the family. And the final,
and most crucial from the point of view of
the GGF Group’s mission to raise industry
standards, was to help shrink the grey market
and make it harder for rogue traders to win
work. Given trading standards is underfunded,
we needed to find more creative ways to get
homeowners to only use legitimate installers
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through spreading positive messages about our
industry.”
Anda finished by saying that activity for
all divisions will be stepped up during 2020:
“Despite the significant achievements of
2019 we have no intention of reducing the
intensity of change throughout the GGF
Commercial Group, and we will continue
with a range of initiatives for each division,
all of which will be designed to increase
the effectiveness and in turn of course,
commercial competitiveness of each brand.
Our plans are well advanced to ensure that
GGF Commercial Group will enjoy a highly
positive and successful 2020.”
www.ggf.org.uk
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