Clearview National March 2019 - Issue 208 | Page 6

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A constant over 15 years of change
The glazing industry has seen many changes over the
years, but the one constant has been the need to market
your business. Purplex, the leading full-service marketing
agency, has been helping companies reach their potential
for the last 15 years. Managing Director Andrew Scott
speaks to Clearview about the company’s growth, and
why marketing is more important now than ever before.
PURPOSE. PLANNING. EXECUTION.
Three simple words that form the acronym
‘Purplex’ and provide the principles that have
helped establish the largest marketing agency
in the window industry, since 2004.
Managing Director Andrew Scott is under
no illusion as to the reason why Purplex is
leading the way.
“Right from the start my aim was to
create a world-class marketing agency that
partnered with clients for the long-haul, to
really understand what they wanted to achieve
and help them attain it. While it’s great to
work with some of the biggest brands in the
industry we’re equally at home rolling our
sleeves up and working with a local installer to
help them grow.
“We took the decision early-on to invest
in the business and in the last three years
alone we’ve committed over £1million in
infrastructure, technology and expertise. It helps
that we know the industry better than anyone
else, so we can hit the ground running.”
Andrew’s background in the industry is
well known, but he is perhaps best known
for restructuring Cambrian Windows Ltd,
a struggling commercial fabricator on the
brink of failure. He switched the business
from commercial to trade, and the company
grew from £1m to over £12m annual revenue
in 36 months with 15% net profit. It was
subsequently acquired by Masco in one of the
industry’s biggest ever M&A deals.
ALL UNDER ONE ROOF
One of the frustrations that many business
owners and marketing managers have is
dealing with multiple agencies to coordinate
their marketing activity – web designers,
digital marketing and lead generation,
creative/design, ad agencies, PR and social
media, video… the list goes on.
6 » M AR 2019 » CL EARVI E W- UK . C O M
Purplex provides all
of these services with
a dedicated account
manager to act as
a single point of
contact, supported
by a hands-on senior
management team
with decades of window
industry experience.
“There is no one-size-fits-all approach at
Purplex,” Andy adds. “The strategic marketing
objectives of a £100million group are very
different to the needs of a local installer.
Understanding the end-goals is key, and our
team then work with the client to develop
the right marketing strategy to deliver results.
For some companies, this may be a branding
and PR exercise to shape industry opinion or
change perceptions, for another it may be a
direct marketing or digital strategy to drive
sales leads.”
‘an agency who really
understands the industry’
Purplex has specialist teams that operate
across all marketing channels; from traditional
print, TV and radio to digital platforms. It
is an official Google Partner with over 30
staff involved in search-engine marketing,
display advertising, social media and content.
The company even has a dedicated event
management team and an in-house video
production and photography service.
“In reality, most people in business have
some knowledge of marketing but working
with an agency who really understands the
glazing industry and has the expertise and
resources in place can accelerate top-line
growth and bottom-line profits.”
LOOKING AHEAD…
It’s been an uncertain time for the glazing
industry with Brexit affecting the confidence
of some companies to invest for the long-
term, while at the same time we’ve seen a furry
of mergers and acquisitions as parts of the
industry consolidate. Despite this, Purplex
has already seen several companies ramp up
their marketing plans for 2019 and aiming for
serious growth. And according to Andrew, this
is not surprising.
“Cutting your marketing budget during
uncertain times is like putting your brakes on
during a race. It simply enables competitors
to get ahead and can make it difficult or
impossible to catch-up when confidence
returns.
“Whatever impact Britain leaving the EU
has, the demand for windows, doors and other
building products will continue. While the
demand may fluctuate the companies winning
the work will be those maximising their
marketing activity while their competitors
retrench.”
Purplex is certainly following its own
advice, with the company ramping up its own
investment in 2019 to extend its range of
services and explore new markets.
www.purplexmarketing.com