FENSA’s recent trial publicity campaign in selected local newspapers around the country has been deemed a success. A random sample of installers who participated in the cost-effective support advertising to the article, were contacted for their comment and feedback.
45% were able to positively identify new customer enquiries originating from these adverts – with one company stating they received nine new leads. Customer enquiries might well have been higher still as 12% of installers contacted do not record from where new business leads originate.
The article extolled the benefits of using FENSA registered installers. It outlined the risks to homeowners (including failing Building Regulations) of using non-registered installers and companies offering cheaper cash-in-hand deals.
A south Wales based installer stated that they “received lots of traffic to their website straight after the ad ran.” The business owner thought that the experience was a very positive one and the editorial was very good. It was easy to read and very informative. He also thought that the fact that the piece was featured in the property section of the paper helped immensely.
In total the trial local newspaper campaign appeared in local newspapers around the copuntry and reached a total readership of over 1.8 million people. The articles appeared across England and Wales from Devon to Teeside. 235 installers supported the feature articles.
The local newspaper campaign is now being rolled out around the country and might be featured in your local newspaper. It will be repeated twice more in 2013 and through 2014.
The local newspapers campaign is just part of FENSA’s commitment to publicise the benefits of using FENSA registered installers to homeowners. A national ad campaign appeared in target homes and interiors magazines and websites communicating the same message in the first half of 2013. The adverts appeared in Livingetc, Homes&Gardens, Ideal Home and on the House2Home website. The total readership was nearly 2 million.
“FENSA knows that times are tough,” commented FENSA Managing Director Chris Mayne. “That’s why we have decided to support our registered businesses as directly as we can by publicising the benefits to homeowners of using our installers. This is also generating live sales leads for them. We will continue these campaigns for as long as they deliver a positive benefit for businesses.”
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