National versus Local
Nationwide companies; such as Anglian Home Improvements (2013 turnover £208million), Everest (£145million) and Safestyle (£110million) spend large proportions of their revenue on marketing and advertising. Their marketing is generally focused on television, internet and radio advertising; but they also use direct marketing methods such as leaflet dropping and activity around installations. These nationals tend to also have heavily information-orientated websites; which are often promoted via PPC (Pay Per Click) adverts on search engines and banner advertising.
The local industry tends to be more competitive (whilst competing with the nationals it also contends with other construction/home improvement companies); however it also requires less expensive marketing techniques; and receives a much better ROI on marketing.
This is based on a number of assumptions. Firstly, local companies have less overheads. There is no need for costly nationwide television or radio advertising, nor a need to cover as many members of staff, meanwhile economies of scale mean the local companies tend to have much tighter control on all aspects of the operation; from installation to customer service and sales (for which the national companies are often vilified).
Secondly, there are relatively low barriers to entry to the market; essentially anyone can purchase windows or doors from a supplier and fit them themselves (providing they have the know-how and equipment) and this makes for a competitive environment at local level.
There has been a noticeable shift towards the internet and digital in many aspects of the Home Improvements industry; and marketing is largely at the forefront of this shift. Whereas in previous years local firms could rely on recommendations, word of mouth and traditional media to gain customers, nowadays the internet is playing an ever-growing role in this mix.
Reviews are posted on the internet; disgruntled customers are more likely to post bad reviews than pleased customers are to post positive ones. The Internet is now our biggest lead source if we believe that the majority of people who are attracted by other leads, say leaflets or recommendations from friends, are highly likely to want to find out more about us and what we do. The internet is their first stop.
Recent Posts to Everest’s (Fit The Best) Facebook page: