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MASCOCOMMENT


POSITIVE COMMENTS FROM THOM EMERSON


With so much positive feeling generated by the success of the London Olympics, it was easy, for a while, to forget just how tough current market conditions continue to be. The whole country seemed buoyed up by the opportunity to revel in the success Team GB were enjoying.


Te post games analysis of course is an opportunity to reflect on a subject that should be a focus for us all, return on investment. Whilst as individuals we could take pleasure in the personal triumph of our medallists, governing bodies in sports that succeeded were able to take pleasure in the promise of future funding having met and in some instances, exceeded targets.


It is a great business lesson and reminds me of one of my wife’s favourite sayings ‘You reap what you sow!’ Investing and expecting a return is one thing, but as we know from experience not all that was invested in paid back at the level expected. To continue the analogy you have to water and feed your crop for the best results.


Many companies within our sector invest,


particularly to attract new customers and to promote product innovation. We have been very active ourselves across all divisions within our group but particularly with our retail brand safechoice.


Many of the most recognisable brands, household names to us all, continually refresh their brand and product message to ensure that we as consumers are reminded of their values. It is a great way to protect your investment and maintain share something crucial not only to individual products but to the retailers who stock and sell them.


Bearing this in mind, I thought it gave me the perfect excuse to explain the benefits and opportunities of what we believe we are creating for users of the safechoice retail identity.


A recent ‘Which’ survey report, on the


Double Glazing market offered some encouraging insights into how the public viewed both national and local brands, with local brands toping the table in all categories with an 83% score.


We have known for many years how successful businesses we supply have been in this sector, but many of them continually commented that it is both difficult and expensive to keep reinventing and investing in their offering.


To ensure continuity, a safechoice web site template system was developed, allowing customers to present a joined up appearance to the brochure and show room identity.


Tat took care of how it looked and felt in your hand, but of course, the most important


‘It is a great business lesson and reminds me of one of my wife’s favourite sayings ‘You reap what you sow!’ Investing and expecting a return is one thing, but as we know from experience not all that was invested in paid back at the level expected. To continue the analogy you have to water and feed your crop for the best results’


At its launch, this is exactly the void safechoice sought to fill. Te first priority after the identity was designed and produced, was to create a series of brochures and show room point of sale that could convey everything we believed customers valued. Quality component brands, such as Yale, Pilkington, SAC and Ultraframe. Te industries most recognised accreditations BBA, BSI, BRFC and EST.


At its launch during Ecobuild, some of our industries most respected commentators pronounced it the most innovative and attractive package they had seen!


Te brochure range is designed in a way that enables individual customers to tailor sections of it to promote their entire business. Using expensive techniques such as ‘spot UV’ varnished pictures, a finished product is achieved to present their offer in the best possible way. Innovation in the customer’s showroom was assured with the design of working product boards and touch screen presentations that connected browsers to not only a product description but to the company offers and website.


48 « Clearview NMS « September 2012 « www.clearview-uk.com


factor for customers is getting orders, and to do that you need to get leads!


By far the biggest investment for the safechoice brand was and continues to be, its consumer website. Designed to make the consumer experience both informative and easy the site has been designed and is being managed to provide the most up to date search engine optimisation. Tis ensures that during each customer navigation the needs of each individual are met within a couple of clicks regardless of the level of information they want.


If the end of the Olympics has brought


you back to earth with a bump, and the reality of tough market conditions is making you consider what you need to attract more customers. It might be the perfect time for you to join another winning team!


Contact the MASCO UK Windows group


now and enjoy elite performance designed to match your own!


Author Tom Emerson


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