JANUARY 2020 | 21
News
Read online at www.proinstaller.co.uk
(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
of improvement, so we’ve had to
take a tougher stance on this to
start moving the dial,” she added,
“so we’ve started a campaign to
reduce the incidences of failures
due to safety glazing, which is
fundamental to keeping home-
owners safe in their homes.”
“Partnerships with training pro-
viders 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 North-
ern 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 mes-
saging 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 confu-
sion around what FENSA actually
did or meant. This is why we
made a hero out of our FENSA
certificate, encouraging home-
owners 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 in-
stallers 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 stand-
ards, 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 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 divi-
sion, 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.”
✔
✔
✔
✔