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I feel like I have only just re-housed Christmas decorations in the loft and now the shops are filling up with Easter eggs!

The speed at which things change has become normal for us, whether it is the latest upgrade to our favourite gadget or the way we respond to business innovation. It was not that long ago that many businesses in our sector did not own a computer let alone be active digital natives Googling all day selling on line or tweeting!

In last month’s MASCO Group column we explained what we are ourselves were doing with the launch of a retail web site for our customers called Safechoice. Further recognition that to support and help customers grow in a fast paced and constantly changing market you need to get your brand in front of consumers. At a time and in a place that is convenient for them to shop, which is increasingly on line.

Clearview’s new look web site and active social media activity is a

good example of this in practise and one of the reasons we were attracted to work with them. Understanding not only what you want for your brand but presenting it in a way that is attractive to your customers is vital, being aware enough to keep pointing your target audience at it even more crucial!

Creating the Safechoice web site was only the first step in driving our brand toward the consumer, we are supporting it through active sponsorship opportunities some of you may have seen examples of this. In what was an exciting step for us on to the national arena we secured pitch side advertising for the brand with Sky sports for 12 televised Rugby Super League games. The adverts also enabled and encouraged fans to log onto the site to win tickets to the grand final as well as be in with a chance of winning their favourite team’s shirt. Super League on Sky attracts more viewers than cricket and golf coming second only to Football, making it an exciting opportunity for approved installers of the Safechoice brand.

Sport has always been a popular way to build loyalty, as has an association with good causes. Therefore, we were delighted that through a connection we will be in a position to do both at the upcoming and ever popular Cheltenham Gold Cup festival.

We will be sponsoring Lindsey Hunting a local nurse. She will be riding as the only woman in a charity race at the Festival on Thursday 15th March for Cancer Trust. Lindsey is the partner of last year’s Gold Cup winner professional jockey Paddy Brenan who we are sure is helping her with advice and tips. Whatever the result it is a great day out and a wonderful cause.

36 « Clearview NMS « March 2012 «

‘Understanding not only what you want for your brand but presenting it in a way that is attractive to your customers is vital.’

As important as social media and an on line presence is for your brand, you still have to have products and services that people want to use and buy. In what we have already recognised then as a fast moving business environment, you also have to have product innovation.

The Safechoice product offering already benefits from some of the

most desirable and highly specified components as well as partnerships with some of the sectors most recognisable names, Pilkington, Paddock/Yale and Ultraframe, great brands in their own right and valued by consumers.

We were delighted this month to launch an innovation to our Yale door furniture range. Key less opening, remote control technology for your house that we are so used to for our cars! Whilst we have had success using this product on composite doors, we have an exclusive opportunity with Paddock to now offer the product on panel PVCu doors bringing the product within the price point of many more of your potential customers!

With an array of choice and great products that consumers want to buy, Safechoice dealers are benefitting from fabulous marketing materials and exposure in mediums that would be beyond many SME’s. If you think it is time for your own company to benefit in a similar way why not call us and arrange a full explanation of what we have to offer.

Author Thom Emerson, Group Communication/PR Director

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