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PLASTIC ONE IN TEN PVC FABRICATORS GIVES UP


Te number of firms fabricating PVC windows doors or conservatories has fallen faster in the last 12 months than at any time in recent years, according to prospect data supplier Windowbase, which claims their figures show - that in the 12 months to June 2012 - almost one in 10 PVC fabricators either stopped manufacturing in-house or ceased trading altogether.


“Looking back over the five years since 2007, the market has


lost 20% of PVC fabricators”, said Neil Parsonson, database manager at Windowbase. “But the last 12 months have seen the rate of decline accelerate.


Tese figures only cover the net number of fabricators – if companies going into liquidation and re-starting are taken into account, the churn rate is even higher. Te number of aluminium fabricators – and PVC fabricators also offering aluminium – has risen substantially since 2007.


Meanwhile the total number of PVC installers has increased by 7% in the same period,” he added.


“If you sell to PVC fabricators


you need to keep on top of these changes. Simply relying on an old list is a big mistake, no matter how good it was when first compiled. Having access to continuously-researched prospect data from Windowbase means you can concentrate on selling to real prospects rather than gone-aways or dead-ends,” he added.


“Despite so many companies stopping fabrication there is still over-capacity in the PVC market. So more smaller fabricators are finding it cost- effective to outsource frames and there is a steady stream of them exiting fabrication. We expect change and churn to continue until the demand for PVC windows recovers significantly”.


www.windowbase.info MARKETING SUCCESS FOR SOLIDOR


Composite door manufacturer Solidor has had over 360 sales leads from its first marketing campaign using Salestracker, the prospect database from Insight Data.


“We have been staggered by the response” admits Solidor MD


Gareth Mobley. “Our sales team have already opened 50+ new trade accounts and new customers are coming on board every day.”


Te marketing campaign was designed to raise awareness of the


Solidor composite door range and launch an all-new brochure, and used a direct mailer delivered to carefully selected fabricators and installers with an email follow up linked to a dedicated landing page and enquiry form.


“Within 48 hours telephone enquiries flooded in and sales leads


from the email enquiry form had gone off the scale. Fortunately we had just adopted Insight Data’s Salestracker software which helps us manage the lead from enquiry through to product samples, sales visits and initial orders” explains Gareth.


Demand for Solidors innovative composite door range continues to


grow. Te company manufacturers the door using a 48mm thick solid laminate timber core for better performance, in 14 colours including new Duck-Egg blue. A range of Secured by Design hardware is available with options exclusively available to Solidor customers.


“Tere is no point having the best products on the market if people


don’t know about them. Tat’s where the Insight database comes in. As it’s updated live in real-time the data is extremely accurate and we’ve been able to engage directly with genuine potential customers. Given the response rates from our latest campaign we expect this to translate into over £2million additional sales.”


Commenting on the marketing campaign Insight Data’s MD


Andrew Scott said; “Insight has over 20 staff working behind the scenes continuously researching and tracking the industry, and our clients access this information in real-time to ensure they get the very best results from their marketing. Solidor clearly demonstrates what can be achieved when you combine innovative products and a compelling marketing message.”


For the latest product information on Solidor, call 01782 311 191 or visit www.solidor.co.uk


For more information on the Insight prospect databases, call 01934 808293 visit www.insightdata.co.uk.


Clearview NMS « September 2012 « www.clearview-uk.com » 55


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