The economy has picked up in recent months and Britain is going from austerity to prosperity. 2014 is looking to be a year of growth in every construction sector, and consumers are beginning to invest money again in their property. But although your order books may look healthy now, without investing time, money and energy in boosting your company’s profile, you are in danger of falling behind to your competitors.
The industry has changed in the last five years and so have your customers. Having the right marketing strategy – and the right advice – can make all the difference to the success of your business in 2014.
No more chasing customers
In recent years, companies have focused on winning customers, and trying to survive during tough economic times. Against fierce competition, sales people were tasked with bringing on new customers and margins were often sacrificed for volume.
But as the market picks up, it makes sense to review your customers and discount structures. Instead of simply chasing volume now is the time to build your brand, strengthen customer loyalty and implement marketing plans that attract profitable customers, increase order values and create new sales opportunities.
No plan, no gain
One of the biggest mistakes a company can make when they get busy is to switch off their marketing activity. A busy order book is not the time to stop marketing; it is a time to switch tactics. Focus on building your brand, attracting the right kind of customers and replacing your low margin and difficult customers. This way your business can achieve sustainable growth and improved profit margins.
There is another reason why you shouldn’t cut your marketing. While many of your competitors reined in their marketing budgets during recession, they now have the confidence to invest. They are going to be more active, more aggressive and more determined than ever. Cutting back your own marketing activity because you are busy is a short-term answer that could damage your business long-term.
It’s not too late to develop a marketing strategy!
Purplex are a full-service marketing agency, which means we take care of your traditional PR and direct mail campaigns, all the way through to building and managing your website, social media and mobile-optimised email campaigns. Unlike other marketing agencies, we are experts in the fenestration industry and our dedicated copywriters are experienced in writing for trade and consumers alike.
Claim your free marketing audit today and find out how we can help you promote your products and services, to help your business grow in 2014.