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GGP 04 Apr 2016

24 T H E F I T S H O W P R E V I E W Embracing the digital age Michelle Wright, group marketing manager at Glazerite, talks to GGP about the company’s latest bespoke digital marketing package that will be unveiled at the FIT Show, and which has been designed to unleash the full potential of its customers online. Whether you like it or not, the Internet is now firmly established as the first port of call for the vast majority of all our purchases. From bathroom taps, to clothing, to the weekly shop – and of course windows and doors – the truth of the matter is it’s now second nature to most people to switch on the computer or tablet and do the initial research or search for any purchase. This opens up a wealth of information for buyers enabling them to thoroughly research products and the companies behind them, in addition to taking on board any reviews from other consumers before making a final decision on where they will spend their hard earned money. As a result of this, the requirement for businesses to have an effective web presence is more important than ever. An unattractive or poorly designed website is one thing, (you’d think twice about entering a tatty looking shop on the high street after all) but if consumers can’t find the shop in the first place, then there’s even less chance of your business being considered for the purchase. In other words, if you’re not on the first few pages of a Google search, you might as well not bother. There’s no denying that word of mouth still plays a significant role in our industry, but even if you’re company is fortunate enough to be recommended to a homeowner, the chances are that they will still look online in order to get a couple more quotes. Your web presence may well be the first perception they have of “Marketing your business effectively is a cost that most small businesses struggle to absorb” your business, so it really needs to tick all the boxes. Glazerite has always been a company that wants to work with and grow the business of those that it partners with. At one time, it was enough to provide the most extensive product range, along with a great service that included a first class marketing support offering. However, these elements are now a given in the industry and you can get them from most of the leading fabricators. At Glazerite, we pride ourselves on not being ‘just another fabricator’ and as such we will be using this year’s FIT Show to reveal details of a truly bespoke digital marketing package that has been designed to ensure our customers stay ahead of the competition. This will be delivered through two great new tools, the first to guarantee our installers are not missing out on potential business generated through the Internet, and the second to give them a presentation tool that will help them talk through their offering and available products when they do get in front of a customer. Glazerite initially launched a bespoke website for installers last year, and this has proved to be a great success with many of our customers who previously had no web presence at all. This site is now undergoing some development work, to make it ‘mobile friendly’ in line with the changes Google introduced in April last year. Going forward we will also be placing much more focus on the Search Engine Optimisation (SEO) of the websites we create for our installers. This all plays a part in having an effective web presence. A fresh addition to the tools we now have available is a new presentation tool, which will be built for each installer to include their logo and branding. This presentation is developed for retail customers and will take them through the key points of working with the installer, the benefits of working with our profile partner, Veka, and any applicable memberships such as Approved Installer and Network Veka. The installer can then demonstrate the product options relevant to the customer and back up their offering with case studies and testimonials. Glazerite has ambitious plans for the group going forward and a big part of this will be placing a lot more focus on delivering completely bespoke marketing and support services for all of its installers. This is a fantastic opportunity for any installer, of any size, to really up their game. Marketing your business effectively is a cost that most small businesses struggle to absorb – we get that and we can really help. This new focus on digital marketing is necessary in this day and age, but we’re not losing site of our traditional marketing support elements – these are all still available and as important as ever for those that want them. Need a new logo, for instance? That’s not a problem, our in-house design team is here to help. It’s just another way in which choosing to work with Glazerite opens up all the benefits of being part of a larger company. Come and see us at The FIT Show on stand 164 in hall 1, and find out more. www.ggpmag.com April 2016 Michelle Wright


GGP 04 Apr 2016
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