When it comes to home improvements products or other big ticket purchases, there are many industries that do a better job of marketing themselves to the homeowner. When you look at kitchens being advertised on TV, you see amazing installations in huge rooms that have a big island, the latest taps and a hidden wine rack in the tightest nooks and crannies. They show to people how much better their home is with that kitchen. When it comes to our industry and regional/national TV/radio/newspaper campaigns, we can’t resist BOGOFs and mega-discounts, and therein lies our problem.
Cost first, everything else afterwards
Our industry has cheapened itself in front of the homeowner by advertising sales, discounts and offers over everything else. Of course not every company advertises in that manner. But when you think about the reputation of our industry, I bet one of the first things that comes to mind is discounts. And the homeowner is probably thinking the same.
So what good is that if we’re trying to convince the end user that new windows and doors for their home are a vital and aspirational purchase for their home? Lets be honest, advertising 55% off windows and doors isn’t exactly going to scream quality from the off is it?
Take a look again at how the higher end car industry, kitchen industry and technology sector markets themselves on all mediums. They demonstrate to their potential customers how by buying their products will enhance their home life. How the build quality of their products and their attention to design will compliment their way of life at home and outside it. The tech and car industries I think are particularly good at that. And once they have got that point across, price becomes less of an issue, even if those items are deemed to be priced on the high side. Why aren’t we doing more of that?
Bad marketing from the start
I want to give you what I think is a good example of how our industry once marketed itself:
Not a single mention of price. Not a single mention of a discount. Not a single mention of a sale. All Ted Moult talked about was kitemarks. How Everest had been the first to get one specifically for patio doors. And of course most will be able to recall the advert he did at the Tan Hill Inn with the dropping of the feather:
Not as slick as the ads today, but a clear message of quality. No sales gimmicks in sight. This is the right way to advertise our industry.
A lot often think you have to have to use sales and discounts in order to get and keep the attention of people looking to buy new windows and doors. But lets give the general public a bit more credit shall we. A lot are in fact concerned with quality and security. A lot understand that you do get what you pay for and that buying cheap often means buying again a little further down the road. So our marketing should reflect this. Make new windows and doors more aspirational. Cut out the gimmicks and lets all start selling on the benefits and quality of our products.
As a (still) hopeful customer I could not agree more that quality, durability, security, aesthetics and functionality are the most important and cost (within reason) is not the deciding factor. More details – the difference between the profiles available, colours, materials, locking, installation process, guarantees etc.
Also – why the reluctance to give real people as references? I would myself only be too happy to show off a beautiful new window installation to those who are thinking of buying similar items. Instead I am referred to online “testimonials” by anonymous. Really??!!