MAR K E T I N G
At Everglade Windows, we live and
breathe our brand values. We are
devoted to progressive thinking and
pushing the boundaries and this is part
of what has driven our business forward since we
first started manufacturing windows and doors
years ago.
We take real pride in our company culture, which
is one that involves being inclusive, embracing
diversity, being part of a family, and creating a sense
of belonging not only with our staff and customers,
but with our partners, and suppliers. This has
meant even more to us as the nation was hit by the
COVID-€ pandemic.
Since the outbreak of COVID-€, the main focus
has been and will always be, to be here to support
customers through the good times and bad – we
protect the Everglade Windows family.
BUSINESS ADVICE DURING LOCKDOWN
That’s why since lockdown was announced, we
have been focussing on offering good advice on
business, finances and marketing through a series
of Everglade Windows business advice emails to
customers. There is so much information out there,
sometimes it is helpful to have the most relevant
information pointed out. This has also included
free access to a series of webinars through our
May www.ggpmag.com
legal partners, Carter Bond Solicitors offering free
information for businesses.
We’ve also given customers template social
media posts and ideas for content to help installers
keep their names in front of potential customers.
We’ve also been sharing our favourite ‘good
news’ stories which have come out of the pandemic
– including Captain Tom’s mammoth achievements,
the best Rainbows in Windows around our local
area and the herd of goats that took over a Welsh
town a few weeks ago.
NEW NORMAL – SALES
Adapting to the ‘new normal’ is going to be so
important for installation companies to survive. The
way we sell will be almost unrecognisable compared
to how we started the year. For any companies that
haven’t yet embraced technology in their business,
now is the time to do it.
Sales can be made virtually – limiting the number
of visits to a home. Many of our customers are using
Facetime, Zoom, Facebook Messenger, WhatsApp
video calls, to connect with customers and discuss
their home transformations. We know this works
well as we have been using video chats internally
for technical advice and trouble-shooting for some
time now.
Asking homeowners to send rough
measurements, locations of windows and the
kind of opening they need should be enough
information for you to create a quote for them. As
‘consultations’ are done online, homeowners will
expect even faster quotes than ever, and responding
to them with prices proves that you are a quick
and efficient with your work. The best way to do
this is through making the most of software that’s
available. Our Window Designer software is tried
and tested. It’s been used in our factory for 12 years
now and ’“% of customers already use it for the
fast processing of quotes and orders. That equates
to more than half a million window and door frames
processed through Window Designer – and that’s
just the ones that have been ordered! The system
is intuitive and we offer full training and support for
customers.
NEW NORMAL – MARKETING
There is little sense in cutting marketing activity
during tough times and those who continue to
promote their brand through crises are often the
ones still standing at the end of it. Just look at how
brands like Cadbury, Quaker Oats and Fox’s Glacier
Mints continued to advertise products during
World Wars – even when they weren’t available
or were in very short supply! Today’s brands are
following suit. Even Captain Obvious, brand
ambassador of Hotels.com is telling people to stay
at home.
Take advantage of free marketing advice and
content ideas being offered. Put yourself in your
customer’s shoes and sell the dream.
A huge percentage of people have been working
from home recently, discovering what they don’t
like about their property. We expect that there
will be a continuation of home working for white
collar workers so people will be looking at how they
can create new space for a home office, with an
extension, home reconfiguration or garden room.
Everglade Windows is no stranger to tackling
tough times. We have survived three major
recessions as well as countless other bumps in the
market since our formation in €8. Key for survival
is always working together with customers to help
them make the most of any market opportunity
there is and we build our service and support
The new normal
Jay Patel, director at Everglade Windows, talks about surviving crises
and adapting to the challenges that lie ahead.
/www.ggpmag.com
/Hotels.com
