FAB RICATO R & INS TAL L ER WORLD
June www.ggpmag.com
APEER LAUNCHES CONSUMER VIDS
STELLAR GOES
TO CAPITAL
Specialist fabricator, Capital
Windows, is fabricating
Stellar, the aluminium
window and door system
from Epwin Window
Systems. Marketed under
their branding ‘Evoke’, Peter
Adams, general manager at
Capital Windows, said: “We
have manufactured
aluminium products for
many years and we were very
impressed by the true flush
aesthetics of Stellar. We are
marketing it under the brand
name ‘Evoke’ which we felt
was appropriate as it’s a
window and door system
that is extremely
memorable.
“What stood out for us is
other systems on the market
use ‘plant ons’ or adaptors
to achieve flush aesthetics
which is a popular trend in
window design. But Stellar
was designed from scratch
as a true flush system and
along with its slim sightlines
and the benefit of its knockin
beads, normally only seen
on PVC-U windows, it’s a
very appealing system for
our customers. Furthermore,
the system has been
superbly designed to use
fewer profiles which helps
with our stockholding too.”
During the set-up
process, Capital Windows
worked closely with various
Epwin Window Systems’
personnel including their
in-house marketing team. As
such, a comprehensive
marketing plan was
developed to cover all
marketing touchpoints and
included a bespoke “8-page
Evoke brochure.
Apeer Composite Doors has followed
the success of the ‘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.
Click here to view https://www.
youtube.com/channel/UCm_
TIgkIlmDKnWV8ytydmgw
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 rangespecific
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.
“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 said to be tapping into the
growth in video as a promotional tool.
Even before the lockdown, the
company claims that research showed
that video produced 66% more
qualified sales leads per year, whilst
increasing purchases by •––%.
Crucially, amongst consumers, 6—% 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 —˜—˜ through —˜—•, we
anticipated what should be a modest
increase of —™% 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.”
RECOGNITION
FOR HS TRADE
HS Trade has won best
independent window and door
manufacturer – East Midlands,
in the Build “–“– Home and
Garden Awards.
HS Trade is said to have
invested heavily in the
development of its
Timberweld manufactured R—
and R˜ windows and doors,
which are now promoted
under the Made By
Sedgebrook brand, as the
company looks to drive growth
for The Residence Collection.
The award received was for its
new dedicated manufacturing
facility in Grantham,
Nottinghamshire.
Michael Gromett, MD of HS
Trade, commented: “We’ve
invested considerably in this
new manufacturing facility for
R— and R˜ and it’s the focal
point of our business. These
windows and doors are also
perfectly suited to the
Timberweld manufacturing
process, due to their
outstanding quality and
consistent šmm wall thickness.
“What we make in this new
facility are hand crafted
windows and doors with a
tolerance of just –.“mm. It’s
the careful detail, care and
attention that we pour into
each frame that really makes a
difference for us and our
customers.”
Sarah Hitchings, sales and
marketing director of The
Residence Collection, said:
“We’re all thrilled with the
award for HS Trade, but what
really sets them apart along
with our other manufacturing
partners is in the most
exacting detail and care taken
in each frame made.”
www.hstrade.co.uk
Michael Gromett with Katie Atkinson
of The Residence Collection
/www.ggpmag.com
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/UCm_
/www.hstrade.co.uk
