22
SEPTEMBER 2015 PRO INSTALLER
PRO NEWS
www.proinstaller.co.uk
Is there a point
to point of sale
material?
Richard Kirman, Sales and Marketing Manager for the
Truedor range from IG Doors tells us, very emphatically,
“Yes” and explains why installer support has become an
essential part of the marketing mix for Composite Doors.
“If you look back at the
history of the market, the
start point for every composite door supplier was to
develop a brochure aimed at
the retail consumer to show
them the colours and styles
of their doors; the range
of glass bevels available
to them, and the choice of
handles, knockers, numerals and ancillary items they
could choose from. They also
worked on the basis that the
trade installer would use the
same brochure as a sales aid
– and for many years they
did just that.
“But times have changed significantly; I have spoken often about
how the internet has impacted
consumer behaviour enabling them
to carry out extensive research into
what they want – and how, fuelled
by the wave of home makeover
programmes and magazines, their
knowledge, their thinking and indeed their power has evolved and
is now entirely different.”
Richard continues: “It is no
longer enough to have just a brochure; installers cannot go and see
consumers armed only with one
piece of literature – there needs to
be so much more.
“For those who have invested in
showrooms and who have doors
to show visitors to their premises, the support needs to be even
greater. They need a full range
of business to consumer point of
sale material which gives them the
chance to answer every question
a consumer may have, and to give
them something tangible to take
away with them for further consideration.
“A composite door is a high end
and very aspirational purchase –
the point of sale material which
accompanies it needs to match it
in every sense.” Richard adds.
“Installers need to be able to kit
out their showrooms fully with
marketing materials to back up
their investment – they need to
have literature which is bespoke
to them, dual branded promotional material, and a brochure style
which does so much more than
just contain pictures of the products and technical information.
“The composite door industry
has excelled in recent years in
bringing out new products – new
styles, new colours, new glass options; it now needs to back this up
with the same level of investment
and imagination when it comes
to supporting the installers in the
market who ultimately deliver the
business.”
Richard concludes: “An installer
who is not fully kitted out with a
full range of point of sale materials is at a disadvantage to one
who has everything in his bag.”
For more information
visit www.truedor.co.uk
or call 01633 627190
Richard
Kirman
GEORGE CLARKE
GEORGE CLARKE