Dave's challenge to an audience of over 100 Coastal customers was "Are you ready
to change?" A slick, multi-media presentation made it clear that change was needed
in order to take market share. Fortunately for the audience, Dave was also able to
show them how they should change and what he, and the new Coastal, could do
to help. Coastal's suppliers, including Spectus, Ultraframe, Roof Rite, Laird
and IWA were also on hand to lend support.

"The basic message is 'wise up and understand the power of good marketing and a
strong brand,'" says Dave, whose passion and enthusiasm galvanised the audience.
"The brand for all our windows, doors and conservatories is Tricept.
It has been phenomenally successful for us at A&B in the South East.
Now we are introducing it to Coastal's network of customers."

Key to the Tricept brand is a comprehensive package of marketing materials
specifically designed to raise brand awareness, improve corporate image and
increase lead generation and conversion rates - most of which can be personalised.
"In fact," enthuses Dave, "we've got everything the ambitious installer could
ever need!"

The presentation also focused on product innovation and in particular on new mortice
door locks that overcome the problem of 'bumping'. "When you combine product
innovation with superb marketing and well trained and motivated sales personnel,
you have the perfect formula for success. Of those, of course, the most important
is marketing. You may have the best product in the world but unless you tell people
about it in a way they understand, you will never achieve success."

Dave (back row centre) with the customer support team at Coastal, including MD Dave Locke
far left. They are all fully on board with Dave's vision. In fact you could say they are bowled over!