APRIL 2019 | 11
News
Read online at www.proinstaller.co.uk
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 regis-
ter 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 knowl-
edge, 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, 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; any-
thing 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 or-
ganisation 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 ad-
vert 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 cam-
paign will significantly increase
homeowners to visit the FENSA
website to find an improved in-
staller, 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 be-
come 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 satisfac-
tion of existing installers; securing
them more work with homeown-
ers, 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 home-
owners, emphasising the benefits
of using a FENSA installer, and the
importance of the FENSA certifi-
cate they receive, will we create
a ‘pull’ dynamic whereby home-
owners 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 improve-
ments. 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