“We cannot do today what we did ten years ago”. That was the message from
Dave Barrett, Managing Director of Spectus fabricator A&B Glass as he launched
their new marketing campaign to trade customers. During a lively presentation
Dave outlined the concepts behind the campaign, which is aimed at an educated,
literate and discerning audience and designed to give A&B’s customers a
real competitive advantage when selling to homeowners.

“The Windows Energy Rating features prominently as we feel this will have a
tremendous impact. The rainbow sticker is recognisable & understandable, and the
fact that A&B can offer D, C and B rated windows provides consumers with choice.

“The campaign is titled “clean living” to reflect a new attitude to life in general and the
environment in particular. A lot of effort was put into making the marketing materials
user friendly and easily customised as we need them to be used to raise awareness,
project the right image and improve conversion rates.“

The new materials include, leaflets, brochures, point of sale, press adverts,
demonstration sample boxes and window and door samples. Professional model
Nichola Wallace is the face of the campaign appearing on all the material and
acting as an “everyman” questioning and interpreting the information presented.
“The sample boxes are very important to us” says Dave, “they provide customers
with a opportunity to see as well as hear and people always remember more
about what the see and feel.”

Dave concludes, “I am delighted with the new campaign and with the reaction
from our customers, which has been universally positive. I am sure that working
together, with the materials we provide, all parties will enjoy continued success.