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Independent Network has collaborated with two of the UK’s favourite
magazines, for the benefit of member companies across the country.
» » A JOINED-UP MARKETING
campaign has been built across House
Beautiful and Sainsbury’s Magazines,
which have a combined average monthly
circulation of 594,994, not to mention an
impressive online following. The campaign
has been designed to utilise a combination
of online and offline elements to best effect.
Full page press ads and an eye-catching
insert are supported by social media posts,
an incredible digital advent calendar that
ran alongside the Sainsbury’s adverts, and
interactive online adverts that link directly to
the IN site.
VEKA Group’s Marketing Director Dawn
Stockell explains more: “For marketing to
work most effectively, it must make best use
of all appropriate channels and I think the
current Independent Network campaign
utilises a great mix of online and offline
media.
“Carefully considered scheduling saw
IN appear in three issues of Sainsbury’s
magazine, including the bumper November
issue, when average monthly circulation leaps
from 139,442 to around 250,000. This was
supported by an innovative digital advent
calendar that encouraged high levels of web
traffic and increased interaction with the
brand.
‘As a member of IN, we
appreciate the advertising
the organisation does
on behalf of members’
“We targeted magazines whose readership
demographic aligns with IN’s own customer
base, to further build valuable brand
awareness for the Network across the
country.
“The adverts in Sainsbury’s and House
Beautiful highlighted Independent
Network’s unbroken chain of quality and
the commitment to craftsmanship that all
members share. They also featured the ten-
year insurance-backed guarantee message
alongside striking and aspirational Bi-Fold
Door imagery.
6 » M AY 2019 » CL EARVI E W- UK . C O M
“Bi-Folds were chosen for a number of
reasons, not least because VEKA Group’s
Imagine Bi-Fold Door has a host of winning
features for fitters and homeowners alike
and looks incredibly stylish on the page. Last
year, in the UK, the term ‘BiFold Doors’
was searched online an average 40,358 times
per month, so we also know these products
remain extremely popular.
“The insert in House Beautiful will go
out at the beginning of May (coinciding
with the key home improvement period that
comes with the two May bank holidays)
and includes stunning, new, aspirational
window and door photography that we are
particularly excited to share. These images
will also be made available to members via the
marketing portal.
“Independent Network’s brand awareness
was virtually doubled between 2017 and
2018 and we’re determined to carry on
spreading the message even further. We want
Independent Network and its membership
to be the brand of choice when homeowners
decide to improve their properties.
“According to John Lewis Finance last year,
more than 60% of the nation has some sort
of project in the planning – but haven’t yet
carried it out. We want to make sure that
the Independent Network brand is at the
forefront of people’s minds, as soon as they
decide to take the plunge with high quality
home improvements.
“The ongoing campaign also coincides
with the launch of Independent Network’s
pioneering new website which has been
completely redesigned with a wealth of
new features. The site now includes an even
clearer ‘Find Installer’ form, an informative
Knowledge Area, a helpful ‘Visualiser’ price
guide tool, a host of product information and
much, much more.”
Ross Heaver from Heavers of Bridport thinks
the marketing support available to members
is a key reason to join Independent Network:
“One of the things we’ve always liked about
Independent Network is the national awareness
that the brand is getting. So regardless of
whether you’re big or small, you’re still getting
that vital national coverage.”
Amy Ramshaw of Tyne and Wear-based
NE&C Windows and Doors ltd was
impressed with IN’s latest campaign; “We
saw the ads during a visit to the Independent
Network office before they went out to
the public. It’s an excellent way to reach
customers, especially at Christmas when many
of us like to throw the Sainsbury’s magazine
into our trolley during our Christmas food
shop. As a member of IN, we appreciate the
advertising the organisation does on behalf of
members – securing space in major consumer
titles that might not otherwise be attainable
for independent, local companies like us.”
www.inveka.co.uk