What does it mean for a fan supplier to stand up?
EDITOR’ S CHOICE SERVICE YOU CAN TRUST
AXAIR FANS UK LIMITED
What does it mean for a fan supplier to stand up?
Jayne Jones, Head of Marketing at Axair Fans, has spent over ten years building the voice behind one of the UK’ s most respected industrial fan suppliers. Here, she sets out what Standing Up is really about, and why their great service is more than marketing.
It’ s great to work in a business with a genuinely strong reputation, a deep product range, and over three decades of relationships built on doing the right thing by customers. In 2023 there was something I just couldn’ t shake, if the experience of working with Axair is as good as customers say it is, why weren’ t we talking about it more openly?
We’ d have customers tell us they’ d recommended us to someone else, or that they’ d been working with us for years because we just make things easy, and I kept thinking, that’ s the story. Not the fan range, not the certifications, not the prices. The fact that when something gets complicated, we show up. I’ d watched it happen since I’ d joined the company in 2015.
That insight became the foundation for Stands Up, our second campaign that does something slightly unusual in industrial fan supply. Rather than leading with product, it leads with promise. What should a customer expect from a fan supplier? What does good look like, not just in terms of specification, but in terms of the whole experience of getting a project over the line?
For me, the answers came directly from the conversations Axair’ s team were already having. Customers weren’ t struggling to find fans. They were struggling with suppliers who were slow to respond, vague in their recommendations, or absent once the order had been placed. The product was rarely the problem. Everything around it often was, I’ d even watched our team go out to other suppliers’ products to troubleshoot and correct issues. Those issues weren’ t even ours, yet we still stood up every time!
There’ s a view of marketing that’ s about telling people how great you are, we do this, we do that etc, that’ s not what this is. Stands Up is about saying, here’ s the standard we hold ourselves to. Here’ s what you should expect from us, and everyone else really, and here’ s what we’ ll do when things don’ t go to plan. It’ s real, raw, honest, and honestly, more useful.
The campaign touches on every stage of the customer’ s journey, from the speed of response to a first enquiry, to the quality of technical guidance before a purchase, to the support available long after a fan
has been installed. Each element reflects something Axair’ s team already does. The campaign simply makes it visible, and in doing so, makes it a commitment rather than just a habit.
That distinction matters, anyone can say they have good service. What we wanted to do was define what that really means in practice, for the engineer chasing a spec on a Friday afternoon, for the contractor who needs stock confirmed before they can commit to a programme, for the OEM who calls six months after delivery because something’ s changed on site or somethings not right in the system. Those are the moments that count. Those are the moments we built this around.
Stands Up isn’ t a product launch. It’ s a statement of intent, one rooted in customer need, shaped by real feedback, and designed to raise the bar not just for Axair, but for what customers should expect from any supplier in this industry.
Learn more at www. axair-fans. co. uk / stands-up
14 PECM Issue 80