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Marketing
and Promotion Archives July - September 2002
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New
POS from Portal Mini Door Highlights Major Problem When Cheshire Police recently put out a 'Wanted' appeal, Hurst Plastics and their customer Central Glass (Macclesfield) Limited rallied round to provide a quick response.  The
Police had advertised for a small door with a letterbox so that their crime
prevention team could warn people about a 'hook and cane' technique being
used by criminals to 'fish through letterboxes for people's car keys or
house keys.Hurst supplied a miniature door sample from their Hurst Sterling polymer door range and Central Glass installed a letterbox. Hurst Sales Director Mark Atkinson said: 'It's ironic that the Hurst door which is now being used by the Police is one of the most secure doors on the market. It has gained the Police's own Secured By Design licence and is accredited to PAS 023 and 024 performance and security standards. But that's the whole point of the exercise - you can have all the security but it amounts to nothing if you leave your car keys within easy reach of your letter box.' Graham Ward, Sales Manager at Central Glass, said there were now at least four 'hook and cane' crimes taking place every week in the Macclesfield area alone. 'Criminals are even taking along fishing rods to increase their reach. It's a growing problem because they know that with this technique, unlike breaking and entering, they will not get a custodial sentence if they are caught. 'The local crime prevention team have set up demonstrations so that the public can see just how easy it is to get hold of car keys or house keys. The message is now beginning to get across and at the same time we are getting inquiries from people interested in buying the Hurst Sterling door after they have seen it at the demonstrations.' As well as keeping your keys well away from the letterbox, Mr Ward offered some further crime prevention advice of his own: 'Many of these crimes are happening during the night, so make sure you have a curtain across the door to block any view from the letterbox,' he said. Tel: 01482 790790 Email: mailto:Info@hurst-plastics.co.uk Web: http://www.hurst-plastics.co.uk BCE product display stand A new product display stand is now available for hire from PVC-ue roofline specialist, BCE. The stand is designed as a promotional tool for use by stockists in their own showrooms, at customer events or exhibitions. It provides an attractive backdrop to any product display - highlighting the benefits of the products and featuring a number of photographs of completed projects to illustrate the appeal of the products in-situ. 'We envisage that the stand will be used by our customers in conjunction with product displays and other information to demonstrate the range of the products available and the expertise of the installer,' explains Brian Wallace, Head of Marketing. The modular stand system folds down to fit into a 'wheelie bin' sized carrier, making it easy to transport and handle. Anyone interested in hiring the systems should contact their BCE Area Sales Manager to check out availability. Email: mailto:info@bcecellular.com Web: http://bcecellular.com New
Doors for Superbikes Champion Sample Case Available for Rehau Tritec  Rehau
has introduced the first sample case for its new 60mm system Rehau Tritec
to support the sales programmes of the growing number of fabricators now
using the system.The easy to carry, lightweight case contains all the main profiles in Rehau Tritec as well as a range of finishes including Golden Oak and Mahogany. The profile sections included demonstrate the range of low level gaskets and beads available with Rehau Tritec, including both the new co-ex silver beads for use with white profile and like coloured gaskets for use with Mahogany and Golden Oak. There is also a sample profile coated using Rehau's Acryl II colouring system. Sample cases are available from Rehau's network of regional sales offices. Tel: 01989 762650 Email: mailto:window.enquiries@rehau.com Web: http://www.rehau.co.uk Stand out From the crowd Shepley has widened its marketing support package with the launch of a new range of retail press advertisements available to retail customers. Providing installers with a range of professional designs at a low cost, the adverts can be adjusted in size and colour to suit budgets and media space. Managing Director, Gary Torr comments: 'We aim continually to give our customers even more of an edge and the thinking behind their package is to differentiate and promote the professional retailer to the homeowner.' Contact: James Brisbane Tel: 0161 339 2433 Email: mailto:james@shepley.com Web: http://www.shepley.com Pilkington Activ™ Advertising Campaign Couldn't be Clearer When Pilkington asked its advertising agency, Manchester-based Barrington Johnson Lorains, to come up with a new trade advertising campaign to launch Pilkington Activ™, its dual action self-cleaning glass, the creative team hit on an idea that would make everything crystal clear for readers. The challenge they had been set was to convince the glass and glazing industry that the self-cleaning properties of Pilkington Activ™ really do work. So they decided that nothing short of a product demonstration would suffice - a difficult task in a magazine.  The
answer they came up with was to photograph the text for the advertisement,
which explains just how Pilkington Activ™ works, through a piece of
the glass that had, quite literally, been subjected to all types of weather,
without cleaning or any special attention, for over a year. The sealed unit
containing Pilkington Activ™ was removed from a conservatory at the
Pilkington Technical Centre at Lathom in Lancashire, where it had been installed
to assess long-term performance of the product under everyday conditions.After a quick hosing with ordinary tap water - the recommended cleaning method during periods without rain - the IGU was transported to the photographer's studio where the advertisement text was placed behind the glass (see photo, right). The consequent photograph was then used directly for the advertisement, with no manipulation or re-touching ofthe image. BJL account director Sue Nickson explained the challenge for her team: 'We needed an original, confident and impressive way of demonstrating the product through printed media, not an easy task with glass at the best of times, but something different from the usual 'before and after'. 'It also had to be done with integrity, and in a way that convinces the reader that what they are looking at is genuine. The result is what-you-see-is-what-you-get - quite literally. It was an unusual challenge to produce a concept that relied totally upon reality and could not be enhanced by reprographic means.' The launch of Pilkington Activ™ this month is supported by an extensive public relations campaign, which will reach almost every national newspaper, magazine, TV and radio station in the UK, with advertising in key consumer magazines. Launched in most other European countries and the United States during the last 18 months, Pilkington Activ™ has already proved a great success. Availability of the product in the UK, the largest home improvement market in Europe, was delayed to allow the industry to absorb changes to the Building Regulations earlier in the year. Tel: 01744 692000 Web: http://www.activglass.com Weslo Tenants Have their Say Rather than trying to attract its tenants to meetings in the local community centre, with a few drawings and mock ups to describe the improvements that were to be carried out to their homes, Scottish based Weslo Housing Management, with the help of Veka, took its exhibition to the people.  The
Weslo home improvement exhibition was taken to the doorsteps of its community
in Veka's Big Rig mobile exhibition unit, which has proved to be a particular
hit with social landlords who genuinely want to involve their residents
in the refurbishment of their properties. Instead of holding plans within
housing offices or booking local halls and inviting tenants to come to them
- not always an easy option for the infirm or elderly - the Big Rig can
be easily sited in a central location in the heart of the community. In fact, these latest tenant consultations were held in Bo'ness and Uphall after the success of previous Weslo events that utilised the Veka Big Rig. Such consultations are core to Weslo's philosophy, with its tenants consulted about all aspects of work, even asking their preference for the type of material to be used for their replacement windows. PVCu came back as the clear favourite, for the appearance, quality and low maintenance. Weslo's Housing Manager David McLaren commented: 'The two days proved very successful, and due to the central location of the Big Rig at both roadshows we had a very good attendance. Along with Veka staff, we ensured that Weslo technical staff and housing officers were on hand to answer any queries raised, and to provide information to the tenants and demonstrate the fully reversible and casement windows being used. The roadshows allowed us to quickly gain reaction from our tenants, which should enable us to complete the window refurbishment at both locations by late summer'. Tel: 01282 716611 Email: mailto:salesenquiry@veka.com Web: http://www.vekauk.com Volkswagen Caddy in Pole Position Move over Ferrari and McLaren - there's a new and unlikely name in the world of motorsport. Volkswagen Commerciai Vehicles has created an extreme version of the Caddy TDI, which is soon to be put through its paces at race tracks around the country.  Developed
with the help of the Volkswagen Racing team, the Caddy TDI Racer is a one-off
project. It was undertaken as a technical exercise with a view to illustrating
how the award winning Caddy van could be adapted to meet the rigours of
modern motor racing.Taking a standard Caddy TDl, Volkswagen Racing's engineers have modified the 90 bhp TDI unit to produce an impressive 130 bhp. However, this early model is merely a taste of things to come, as work is now well under way to coax over 200 bhp from the 1,896 cc direct injectian diesel powerplant. Using expertise gained on the Volkswagen Golf TDI racer, the first diesel-fuelled racing car in the UK, the forthcoming engine is predicted to propel the Caddy from O to 60 mph in around 5.5 seconds, before going on to a top speed of almost 140 mph. The work has taken eight weeks and presented surprisingly few problems, as managing director of the Volkswagen Racing team and head of the project, Sam Roach, explains: 'The conversion from van to racing vehicle has not been as difficult as we expected as the Caddy has an advanced car-like driving dynamic that lends itself to motor racing. The Caddy's front suspension and traction provide excellent cornering so only minor modifications were needed in these areas. The main difficulty we faced was fitting the unique welded-in roll cage into the shell of the Caddy so it conformed to competition standards.' In order to reach the magical 200 bhp mark, several modifications are being made to the proven 90 bhp TDl engine. These include the fitment of variable turbine geometry (VTG), larger versions of the intercooler, pump and injectors, plus a reprogrammed electronic control unit (ECU). Part of the award-winning Volkswagen Commercial Vehicles range, the Caddy is renowned for its fuel economy, and is currently the holder of the annual RAC/Fleet World MPG Marathon title, having returned an outstanding 56.64 mpg in the gruelling two day competition. The Volkswagen Racing team - British Rally Champions in 1998 - has no plans, as yet, to race the Caddy TDI Racer, but it wil] be on show at motoring and racing events throughout the year. For details on where to see the Caddy TDI Racer, contact the Volkswagen Racing team on 01908 210088. Veka's
Little Rig Pulls in the Crowds for Crown Yale
- The Best in Category Management Unique Selling Aid for K2 Dealers K2
Conservatory Roof Systems has announced the free issue of BBA Certificates
to its network of dealers. At
Cost Sail On to Hampton Court Show Hurst
Signs Charlton to the Winning Team Siegenia
in the Scrum New
Look For Titon Selling
Conservatories Made Easy Saint-Gobain advertising campaign Saint-Gobain
decided – despite the current global economic uncertainty –
to communicate its confidence in Saint-Gobain’s future to its investors,
clients and employees. The
campaign ran in some UK broadsheet newspapers in April.
New
Roof Calculator from Ultraframe |
Portal
Products has produced new point of sale material to promote its Paladin
steel-faced composite door.
The
Little Rig, smaller sibling to Veka's Big Rig mobile exhibition unit,
is offered to customers as part of Veka's support package, and provides
a more compact unit for smaller events and where access may be restricted
for the Iarger vehicle. But whilst it may physically be smaller, the impact
it offers is huge, allowing Crown to provide visitors with information
on the company and its products, together with working samples of doors,
windows and even a conservatory roof.
As
part of the Yale strategy to deliver total category management, Yale has
developed a distinctive range of merchandisers available in 3 sizes, 0.5m,
1m and 2m to provide a flexible and consumer friendly home security presentation.
This
new market represents a growing sector for Atcost, with house prices soaring
and land banks diminishing, the waterways which are currently 'in renaissance'
provide a lucrative arena for the company.
Sporting
legend Jackie Charlton has signed up with Hurst Plastics, the UK manufacturer
of PVCu door panels and polymer doors, to join their team. 'Big Jack'
has been recruited to star in a series of advertisements and special promotions
throughout the coming year geared up to coincide with the 2002 World Cup.
2002
sees thirty years in the window fittings industry for trickle ventilator
expert Titon, and it's kicking off the celebrations with a makeover. Launching
the company's new look logo and updated mask emblem, were Chief Executive,
David Ruffell, Managing Director, Manufacturing Division, Ron Brighton
and Marketing Director, Tyson Anderson. 
Design
software has become an essential tool for selling conservatories. Companies
who actively use it are reaping the benefits, which is why Synseal Extrusions
Ltd has extended its already impressive marketing package, to include
custom made software and a laptop to use it on, at an affordable price.
Ultraframe,
designer and manufacturer of conservatory roofing systems has launched
a new version of its Roof Calculator.