Selling "chips" in the advertising of window companies. What is the most effective window advertising Where is it better to advertise plastic windows

Every window company manager sooner or later he asks himself the question: "How to advertise windows." In this article, we will try to answer it. It's probably not a secret for anyone that if the market in which you work is growing, then you don't need much effort for sales. Another thing is when the market for plastic windows catastrophically rolls into the abyss during a crisis. What to do in this case?

We have the answer to this question! In the market of plastic windows there is one direction that grows every year and grows even during the crisis doubling, and in some regions of Russia and tripling volumes. This direction is Painting PVC windows by ENAMERU technology. For this today this direction is a godsend for an experienced leader!

The topic of choosing their communication strategy by PVC window manufacturers with the development of the market and tougher competition will be more and more relevant. As you know, there are two traditional ways:
develop your brand as a manufacturer and seller of windows,
to one degree or another to go under the banner of the system-giver.

In recent years, a third type of PVC window promotion strategy has emerged:
do not enter the market of private customers, i.е. sell windows to dealers, and there, at least the grass does not grow.

First way paved more than ten years ago, the old-timers of the SPK market. Now the largest companies in Moscow, St. Petersburg and several large cities are fully focused on promoting their brand. Of course, if the system-maker throws up money on advertising, no one will refuse to briefly mention the "investor". Such giants respected by me as KALEVA (they have their own extrusion), OKNA ROSTA (also extruders, but not profiles), etc. already firmly entered into external advertising, on the Internet. They took the best advertising spots. Having colossal sales networks of their own, the turnover of which successfully finances the advertising process even in times of crisis, the giants of the window business are unlikely to change their communication strategy. Only a few have reached this level of the ratio of turnover and fame.

Second way gaining momentum in Russia. To date, due to significant advertising activity of several large system providers, this path has led the market to the fact that end users, having difficulty distinguishing local window sellers, concentrate on the brand of the PVC profile manufacturer when glazing an apartment or house.

This path in its further development, in my opinion, is more acceptable for newly created companies (but which have become large), medium and small
companies (of which there are several thousand). It allows window manufacturers to significantly reduce costs by refusing to create their own brand and its subsequent promotion in favor of working together in this direction with the system provider.

However, in this case, the system provider becomes the moderator of the overall brand promotion process. This process may consist of several parts:
Creating a brand book to use the brand at all stages: informing about the profile, the process of choosing and buying a window, installation, service. It is possible that the trade mark of the manufacturer/seller of windows will also find its place in this brand book.
Accumulation of the advertising budget (together with manufacturers / sellers of windows).
Effective use of the budget at the federal and regional levels.

That. Potential consumers are offered all the elements necessary for the purchase in a branded and therefore well-recognized form: information about the product, the method of purchase (decorated points of sale of windows), the product itself (windows + service) and pleasure/benefit for many years of operation.

Of course, we must pay tribute to the fact that not all system-givers are currently in a position to deal with this complex work effectively. But in the process of fighting for cost reduction at all stages of creating added value, such a path seems promising.

Consumer and We

Everyone knows the three levels of consumer relationship to the brand:
1. Recognizability: "I saw this brand somewhere."
2. Preference: "I will buy this particular brand."
3. Loyalty: “I will recommend this brand to a friend, because I like her".

Achievement first level is no longer a goal. In the developed market of PVC windows, it is not enough to achieve brand recognition. That is, if in small towns there is enough recognition to sell goods, then in large cities, with a large number of points of sale, the consumer is already familiar with a dozen potential sellers, and he begins to get lost.

A window seller (and with him, his system provider), who is at this level of relationship with a client, can successfully compete with a low price.

But not all market players have even reached this level. If we talk about system-givers, to date, the first level has reached approximately 5-
10 extruders from more than a hundred brands of PVC system manufacturers. Moreover, each region has its own favorites, which is mainly due to the presence of an extrusion plant, and as a result, the existence of a pool of powerful window manufacturers with decent advertising budgets.

Second level- preference. The user of the window makes his choice consciously on the basis of a double effect, i.e. satisfying him
consumer properties of the product and a positive attitude towards the brand of the product.

The importance of price for the consumer when choosing a product under such a trademark fades into the background. Preference provides the company with stable sales and a significant market share, however, in order to maintain leadership in the long term, this is not enough.

Currently, there are no more than 3-4 examples of brands on the market of PVC profile manufacturers that are well known to potential consumers, and a significant part of these potential consumers are oriented towards buying windows under these brands.

Third level- loyalty. The consumer shows his loyalty to the trademark, and now we can say - to the brand, when he advises his friends to have the same windows as his. This is the highest aerobatics of the company's marketing activities, and, having ascended the throne, you also need to stay there. Those. maintain the image, track changes in consumer preferences and carry out both a change in the product line and, if necessary, rebranding of the brand.

In conclusion, I consider it important to describe the process of buying a window.
So far, in most cases, it can resemble a casual or thoughtful, but one-time look. The window is a relatively durable product
use, so even the most careful and meticulous buyer, having installed a window, most often forgets about all this after six months (with the exception of loyal customers).

However, the stage of replacing windows installed in the nineties is already beginning, and further this process will intensify and continue endlessly. In addition, there are still a lot of people who have not started the issue of updating their Soviet wooden windows. The growth of their wealth will fuel the segment of private consumers of PVC windows for many years to come.

Therefore, for the successful and long-term existence of the company, it is necessary to constantly carry out a set of measures aimed at achieving your brand's level of preference on the part of consumers, striving to inspire loyalty to it. And for the vast majority of window manufacturers, the most successful and effective will be the joint work on building a powerful brand together with the system provider.

Once again, opening the mailbox, I found a colorful flyer with an advertisement for a plastic window installation company. This is not the first time the guys send me this leaflet (although I have plastic windows for a long time), but only now I decided to put it on public display. The best way to explain how not to do is to show how not to do)))

What attracts me in it, and in general in this business (installation of plastic windows), is their manic desire for price wars, promotions and bonuses. more are not enough. True, in the spring of this year, one of the companies staged a miracle action - they scattered money from the windows of their office (all the homeless people of the area pulled themselves up to look at such a curiosity).

In this flyer, everything came together in one place. The company, apparently, thought for a long time and decided to please potential customers with everything they came up with. It turns out very profitable - both an installment plan for 2 years, and a third window as a gift, and at the same time they will give a mosquito net, if a pensioner - there are still benefits, by the way, there is also a promotion with a gift. And they do everything according to GOST (although it seems to me that binding to GOST does not work for relatively new products and services). And 42 mm double-glazed window - only they have. Warranty 7 years and done in 3-5 days. Yes, this is a fairy tale, breathtaking.

To my shame, I do not know a single Nizhny Novgorod office (among them) with a clear positioning. And although a normal person will never master a similar number of lures and benefits in one place, and will not even be able to remember at least something about them the next day, I don’t want to upset the guys. Soon the New Year. After all, the good guys are probably ready to take off their last shirt for the sake of the client. I will follow them with pleasure, I wonder what other marketing feats they are capable of. Maybe they will make a drawing of a car, a photo shoot as a gift. More than such comrades, only sellers and installers of entrance doors amuse me, who meet people with printouts in crumpled files at stops and exits from the subway and attack with the question - “Do you need a door!?!”.

MK, together with the expert of the Moscow Society for the Protection of Consumer Rights Vladimir Prigozhin, found out - "what tricks are used by unscrupulous sellers of double-glazed windows", We decided to join an expert company and express our opinion on each item, as manufacturers and sellers of PVC windows.

By the way, you can’t call the entire window a double-glazed window (very often the media sin with this). A double-glazed window is what is in the picture, it is part of a window. It's like talking about a car - a gearbox. Have you seen how beautifully designed all of our delivery department gearboxes are?

Plastic windows:

1. Absolutely tight and due to this they do not let the cold into the apartment!

Expert: there are no such windows. Another question is that modern windows are about twice as successful at saving heat than the old "Soviet" ones. In addition, they are much better sealed. However, there is another side to the coin: a room with such windows should be ventilated more often.

Plastic Windows: The word "absolutely" is already superfluous, either hermetic or not. The definition of tightness is tightness, the ability of a shell (case), its individual elements and connections to prevent gas or liquid exchange between media separated by this shell. About high-quality PVC windows, one can say this: they do not let water through, and gas is gas, the exchange between environments will occur, but so insignificant that, indeed, it is necessary to ventilate more often.

Expert: That's another trick. Low-frequency sounds - a tram, a jackhammer, a transport rumble, especially from multi-ton tractors - will still be heard. But good windows can significantly reduce them.

Double-glazed windows with glasses of different thicknesses will give an additional effect due to the partial elimination of resonance phenomena. In addition, double-glazed windows, divided into several sections, will help to weaken the resonance - solid large glasses only increase it in this.

Plastic Windows: This is not even a trick, this is an outright lie. The most correct definition is that PVC windows minimize the noise level as much as possible with the help of windows, with the modern development of the window industry :-). Here is some secret knowledge for you, to which adherents of the industry of translucent structures are attached :-).

3. The vacuum inside the double-glazed window provides additional sound insulation.

Expert: in the manufacture of double-glazed windows, a certain vacuum is actually created inside so that the glass is pressed more tightly against the frame. However, this is not a vacuum in the conventional sense.

Plastic Windows: A reader once asked this question:

How to understand - vacuum in a double-glazed window or not?

It is very easy to understand that vacuum is in your double-glazed window - it should be torn to pieces by pressure.

Expert: not the most correct statement, based on the fact that air is the best heat insulator. Remember from the course of school physics the law of convection - warm air rises, and cold air sinks down. Approximately the same principle works in the air space between the outer and inner panes. Along the inner (warm) glass, the air rises, and its place is taken by cold air, which has descended down along the outer (cold) glass. Air circulation is formed between the glasses. This type of heat exchange gives the greatest heat loss.

To prevent this from happening, the distance between the glasses is made just small, its increase can lead to a deterioration in the thermal characteristics of the double-glazed window. A double-glazed window is thickened due to a larger number of chambers (layers of glass). But the more cameras in the package, the more expensive it is. For Moscow, the best option (price - quality) is a double-glazed window (three glasses).

Plastic Windows: it is necessary to achieve the optimal ratio of the width of the double-glazed window, at which the air convection in it is small. With a small chamber width, heat losses are no longer due to convection.

Expert: high-quality "plastic" cannot be cheap. All self-respecting manufacturers have about the same prices for windows. And the concept of "square meter" is abstract. Modern windows are a complex structure, consisting of several dozen components. And their price cannot be determined only by the area.

Plastic Windows: neither add nor take away. What is really important is to find the optimal ratio "price - quality".

6. Our double-glazed windows are filled with argon!

Expert: This may be true. But it is quite difficult to check what is actually inside the double-glazed window. You won’t break glass and use a special device to determine whether there is argon or air.

Besides, it's not that important. The thermal conductivity of gases depends on their pressure. And air or argon inside - it does not matter.

Plastic Windows: it is really difficult to check, buy windows from a trusted manufacturer. And this is a comparative table of thermal conductivity of gases:

And most importantly - the conclusion :-):

7. The thicker the profile and the more cameras it contains, the better.

Expert: the profile initially transmits heat much worse than glass. Therefore, it makes no sense to increase its thickness. If the window will “freeze”, then on the glass. And we simply don’t have such frosts to freeze the profile.

The standard scheme - a three-chamber profile, two sealing circuits and a two-chamber double-glazed window - is the best option. Choose any well-known manufacturer - you will not lose.

Plastic Windows: In addition to the window itself, a large one, but what's big - a huge role (50% success) is played by the quality of installation. About the profile: all you need to know about the wall thickness of the profile when ordering is its class, if it is A, then everything is fine. As for the number of chambers in the profile, they still affect which double-glazed window will stand, the wider the profile, the wider the double-glazed window.

IMPORTANT:

Expert: some sellers indicate prices without VAT. Remember this. Specify how much it will cost you to install and deliver the ordered windows and all the necessary equipment for them (window sills, ebbs, transitional profiles, etc.), including VAT.

Plastic Windows: most likely - very "some", Usually the buyer is called the amount that he pays. It happens that buyers rely on the cost calculated by them on their own calculators according to their size, but we already wrote that only the measurer will tell the final cost!

Check out the label:

Expert: The quality of the profile cannot be determined by eye. Carefully study the factory marking on the inside of the window frame (some foreign manufacturers make it directly on the profile). It should have a stamp with the name of the manufacturer (each company has its own) and a number of numbers - the shift number, the number of the extruder (device for the production of PVC profiles) and the date of manufacture.

Plastic Windows: exactly.

I like

Selling "chips" in the advertising of window companies

Quite often, advertisers are faced with such a problem - the layout seems to be beautiful, and the corporate identity is bright, but there are no calls and sales. And how many people think - why? The BLIZKO Repair magazine analyzed what "chips" window companies can use when creating effective advertising layouts.
In order for advertising to work well and make a profit, it is important not only to choose a high-quality promotion channel, but also to correctly compose an advertising message, understanding the principles by which this message works and what audience it affects. This is especially important when placing in specialized print media, where the number of advertising offers is quite large, which means that it is not difficult to get lost among competitors.

We study the buyer

Even the best layout will work in vain if we do not know or have not defined “our” audience. Therefore, even at the stage of choosing an advertising medium, you need to understand who the buyer of your product is. For example, is this a person who is building a chic country house and is looking for stained glass windows? Or is it a young family who bought an apartment with a mortgage? Or maybe your customers are middle-aged couples doing scheduled repairs? This list can be quite extensive, but it is important to identify some general and key characteristics of your audience. This can be, for example, income level or social status. After all, if your company sells economy-class windows for urban panel houses, the “builder” of an expensive country cottage will most likely not contact your company. And, if he does, he will waste both his and your time in vain. Therefore, it is important to direct your message to those who will be really interested in it.

Revealing our benefits

At this stage, you need to write down the main distinguishing features of your product or company. Many people think that all windows are the same, and competitors sell identical products. This means that there can be no advantages other than price in this market. Let's look wider and deeper. Maybe your company is a dealer of five brands of window profiles, and competitors do not have such a choice? Or can you guarantee the installation within a short time? Or do you have sales offices in each district, and the buyer himself can drive up and "feel" any profile? Or maybe your company works until 23:00 or even around the clock? And so on. You should analyze the advantages of your company based on the needs of your potential buyers. For example, for many people planning the installation of windows, payment by installments is important, while others are concerned about the timing of the order. Understand what the advantages of your company are and tell about them!

We develop a competent layout

Attract attention.

Build trust in the company.

Reliability indicators can be publications of "insignia" - various diplomas, quality assurance badges, medals from exhibitions, links to ratings. You can give direct links to facts. For example: “more than 100 customers trust us every week”; “we are recommended to friends”; “Every day, 10 people come to us on the recommendations of their friends.” It works well to indicate indirect factors confirming the high professionalism and experience of the company's employees, experience or time in the market. This information can be conveyed in the following way: “we have been selling windows for 10 years”, “in 10 years we have installed 5000 windows” or “installation experience - more than 15 years”. It is important to convince a potential buyer of the reliability and professionalism of your company.

Show the uniqueness of your offer.

Why should a buyer be interested in your offer? Explain it in your ad layout! It is necessary to find such “buttons” that the consumer wants to press. A potential client must understand what the main benefit will be - a low price or ease of ordering, or maybe comfort or quality. You can pre-test several of these "buttons" on a small group of target audience and choose the most effective ones. For example, you can include a unique selling proposition, offer discounts to early buyers, or announce a huge sale. You need to convince a potential buyer that it is profitable to buy this product from you.

Show additional customer benefits from purchasing goods in your company.

If your layout has already attracted the attention of the buyer with its unusualness and unique offer, then that's not all. Now he should explain in detail what additional benefits the consumer will receive by ordering windows from you. Such benefits in the window market include - the minimum terms of production or installation, quality assurance, the possibility of installments, free consultation, etc. For example, "guarantee for goods (installation) - 10 years", "service life - 30 years" or "installation in accordance with GOST". Also, it is advisable to indicate prices for windows of standard designs - “a window with a mosquito net - for 10,000 rubles!” In this case, the buyer, already in the process of viewing your advertising message, will understand what exactly and at what price he receives.
More feedback from customers will be received by a company that has placed in the layout information about the availability of a loan or installment plan, as well as a detailed description of the conditions - “first installment - 1,000 rubles”, “overpayment - 0%”, “monthly payment - 1,000 rubles”, etc. Are professionals working in your company? Tell about it! This, perhaps obvious information, is very important for buyers. You can write about it like this: "get professional advice" or "free consultation by phone."
Buyers trust professionals, so your layout can be designed, for example, as an expert column and contain tips and tricks for choosing quality windows.
It will be good if you talk about the advantage that other companies do not have. The advantage may be small, but there will definitely be buyers for whom it will be decisive when making an order. This can be free delivery, lifting to the floor, removal / removal of garbage, the possibility of measurements / installation on weekends / holidays or at the exact time, as well as an indication of services that are provided free of charge. Actively demonstrate your advantages!

Help make a decision now, do not delay the purchase.

After the ad has captured the attention of the consumer, aroused interest and a desire to buy, it's time to call the buyer to action. The so-called “urgency effect” works well, when the advertisement says that an important decision needs to be made as soon as possible, otherwise the person will miss the benefit. For example, "call us today (and get it for free)"; “call us today as the promotion will end soon”, etc. The main thing is for the consumer to take an action without delay (call or come to the store).

Competent advertising layout - paper seller

Today, every consumer is bombarded with a variety of information every day. The consumer is becoming more resistant to advertising and less open to its perception. Therefore, it is important for each advertiser to understand the needs of his buyer and build his advertising message based precisely on the benefits of the client. All the information that is contained in your layout should clearly work in your favor, explaining why the buyer should buy exactly your product, exactly from your company and at the specified price.