Read online at www.proinstaller.co.uk
Endurance Helps
Installers Back To Work
With Covid-19 Guide
The message is loud and
clear from government that they
want to get certain industry
sectors back to work as soon as
is safe for all those involved and
specifically, in the manufacturing
and construction sectors. Now,
Endurance Doors has published
a COVID-19 Installation Guide
specifically for the door sector to
importantly highlights the expectations
and requirements from
homeowners for a stress-free and
safe installation.
The general COVID-19 Installation
Guide from Endurance
Doors is branded, but there is the
opportunity to bespoke this with
unique content, different colours
and logos for all installer partners
with immediate effect.
Endurance Doors returned
to work on the 4th May with a
skeleton staff and they were all
provided with the necessary PPE,
along with detailed guidance as
to the safest operating procedures
and new company policies.
These were put in place by senior
management, including Ian
Murgett, QHSE and Continuous
Improvement Manager and the
site Health and Safety Supervisor
for Rocal Group.
Stephen Nadin, Managing
Director of Endurance Doors
commented: “It’s important that
as a diligent manufacturer, we
communicate in what we are doing
and the expectations of door
installers, so that throughout the
supply chain everyone is clear.
We’re now back manufacturing
doors, taking orders and delivering
to our nationwide network
of partners as of 12th May. The
hope is that as an industry we
work collectively to get things
moving quickly and to establish a
new normal.”
www.endurancedoors.co.uk
JUNE 2020 | 27
All Doors
APEER ROLLS OUT ‘POP
CULTURE’ VIDEOS AS
VIEWING RATES ROCKET
Apeer Composite Doors has followed the success of the avantgarde
‘rock’ style video it released in March to promote its
Silka Door, by bringing forward the launch of six more ‘Pop
Culture’ lifestyle videos to take advantage of dramatically
increased viewing figures being received during the lockdown.
The videos cover the company’s
all new online Doorbuilder,
plus others promoting various
aspects of the weather and comfort
performance; sustainability;
colour choice and matching; and
security performance. These add
to the original range-specific Silka
video launched in March that
focuses on the product’s smooth,
ali-matching skin, with the series
now being viewed on channels
such as Facebook, YouTube and
other social media, backed by
intensive SEO.
Apeer’s MD Asa McGillian
explains the company’s approach:
“The Silka video was designed to
lift the traditional main entrance
door into the realms of being
a lifestyle purchase, to create
the mindset of choosing home
furnishings rather than improvements,”
says Asa. “And whilst the
Silka video is more extreme than
the rest of the series, wanting
to drive home how radical the
style is compared to conventional
doors, the rest of the series is
gentler, more family orientated.
We have a superb production
team: our videos use great photography
and editing and music
that suits the young, family demographic
that we have in mind.”
Apeer is tapping into the
growth in video as a promotional
tool. Even before the lockdown
research showed that video produced
66% more qualified sales
leads per year, whilst increasing
purchases by 144%. Crucially,
amongst consumers, 62% of
people polled said they were
more interested in a product after
seeing it in a Facebook story.
“When we wrote our marketing
plans for 2020 through 2021,
we anticipated what should be
a modest increase of 25% in the
sales leads that we send to our
Apeer retail dealers. But we also
want to break new ground with
our campaign, to plant ideas in
homeowners’ heads that didn’t
exist previously, not least to trigger
buying instincts for their resi
doors as items of furniture, more
than home improvements. And
then we want them to buy an Apeer
door of course,” said Asa.
The videos are part of a thorough
overhaul of Apeer marketing
that includes digital and
hard copy literature as well as
a new website. “We’ve released
the videos to take advantage of
the continuing increase in social
media engagement during the
lockdown,” Asa added, “and we
are receiving significant numbers
of enquiries that of course we
are banking, in anticipation of a
relaxation in restrictions, during
the coming weeks.”
All videos may be viewed on the
Apeer YouTube Channel: https://
www.youtube.com/channel/
UCm_TIgkIlmDKnWV8ytydmgw