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GGP February 2017

DOORS & COMMERCIAL ENTRANCES Building a powerful door brand Stephen Nadin, managing director of Endurance Doors, highlights the attributes of a powerful composite door brand. On and offline marketing channels and an expanded marketing mix are said to have firmly placed the brand as an influential player in the sector. Across various business platforms, much is talked about building a brand. Some are theoretical, while others are more pragmatic in approach – yet there are often many correlating factors. The composite door sector is arguably one of the most dynamic in the home improvement market at present, but there are those that thrive and excel, while others just ride on the wave of general market momentum. Endurance Doors has been gaining considerable ground in terms of market share for the last few years and, while the product may appear to be relatively new to some, it is in fact one of the founding products in the solid core composite door sector, with origins dating back to 2002. Over the years, we have carefully and diligently developed the product into what we believe is now the most compelling offering in the sector. And with 40% growth in 2016, who can argue? We have recently added considerable polish to our brand identity, creating something that is strong with great visual appeal, both for the business to business and business to consumer sectors. This has now been now fully integrated across all print and digital platforms by our in-house marketing department. At the end of last year our new 92- page consumer brochure was launched and it was incredibly well received in terms of design, content and practicality. Such has been the demand from existing customers and the many new trade partners that look to be part of our preferred installer scheme each month, that we’re already looking at a further print run. Our new brand identity has also extended to our print advertising campaign and our weekly e-shot, which is received by over 10,000 trade contacts. Other point of sale materials, including colour swatches, product samples and banner stands, also benefit from a consistent appearance and are all designed to help sell our products to the discerning consumer. The digital marketing investment has been bolstered by a new content rich website, which includes the latest version of our impressive Door Designer, that works as well on a desktop environment, as it does on a mobile or tablet device. As well as our ability to generate consumer leads, we have also implemented a preferred installer scheme and are “New marketing materials have been produced to emphasise the premium nature now actively developing leads in the hundreds each and every month, with sales conversion rates in excess of 90%. Deeper down from the visual appeal of our brand are the people that serve our business. There is a distinctly ‘can do’ attitude from our customer care team, as we look to further develop our personal approach and ability to service the needs of our customers. But while employees are there to deliver the brand values consistently and continually, this could not happen without a fantastically performing product. The ingredients of an Endurance Door are unique in that we harness the only BBA certified slab in the sector, bond a unique Moisture Barrier System (MBS) to the base of each door slab and then fully tape our glazing apertures. We then adopt the best performing composite door skins in the form of CoolSkin from 3D Laminates in over 90% of our doors and work with major sector brands including ERA, Mila and Rehau. There are also product USP’s aplenty for our flagship and premium Endurance Plus range, which has been designed to be the most feature rich and secure in the composite door sector. New marketing materials have been produced to emphasise the premium nature of the product, ones that are true to our existing guidelines, but which also emulate the appeal of AMG with Mercedes or M-Sport for BMW in the automotive sector. To build a powerful brand in any sector you need to think beyond the traditional 5 P’s of marketing and embrace ‘positioning’ and ‘people.’ We have done much to adopt this premise in our approach to the composite door sector, with a product that’s packed with USP’s. The positioning of our flagship brand and our ability to look after the most exacting needs of our customers will no doubt help the Endurance Doors brand thrive in 2017. 34 www.ggpmag.com February 2017 of the product” Stephen Nadin


GGP February 2017
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