The best advertisement for plastic windows. Effective window advertising. We use direct marketing. Show the uniqueness of your offer

He used an ad module that had the company logo in the middle. And the advertisement used only 2 main words “ Quality windows", and the word quality was written in capital letters.

In addition, the ad used the phrase “coupon bearer gets a 25% discount,” next to which there was a dotted line and an image of scissors.

In small letters in the ad, he indicated the profile he works with. This is also a rather important point, because... For many clients, the material from which window structures are made is important.

And at the end he indicated the number landline phone office and address, as well as a telephone number where you can call in the evenings and on weekends.

Why is it beneficial to include a phone number in your ad for calls outside of business hours?

This is very profitable, because... a lot of requests are received by the company after 6, or on Saturday and Sunday.

In conclusion, it is worth saying that after such an announcement, the owner of the company received a sufficient number of clients. Moreover, he achieved this effect primarily through the use of a discount coupon, which every second client used to contact him.

(1 ratings, average: 5,00 out of 5)

One of our clients brought great example, about how it was used funny advertisement windows at the opening of a new office. This is actually what this article will discuss; you may want to implement something similar in your company.

What an idea!

It all started when he had a serious problem related to increasing competition. Moreover, they became competitors former employees his own company.

As a result, the owner got tired of this situation and decided to hold a large-scale event regarding the opening of a new office of the company, which he timed to coincide with the city’s day. That is he combined the opening of the office with the show. He simply chose the right moment, when a large number of people had gathered on the main street of the city.

Continuation of a story

The owner of the company called this action “Battle of the Installers,” which already attracted attention with its originality. Not only did this funny window advertisement bring the expected effect, he set up his own stage in the city center and 2 weeks before the event announced on all radio stations that “a battle of installers will take place in honor of the opening of a new sales office”.

He also sent out written invitations to all his competitors with an offer to compete with him in this type of work and, in case of victory, promised them a reward in the amount of the prize fund - 50,000 rubles.

How was the competition?

This unique and funny window advertisement was implemented as follows. The entrepreneur ordered 3 identical windows, stated in the rules of the competition what must be done to win, and asked to provide official information about who will come to the competition.

As a result, not a single competitor responded to his proposal, and he had to imitate a fight between window makers. He simply distributed responsibilities among his own installers and designated who should win and who should lose in the competition. And after the competition, he distributed the money among the installers as a bonus. But, naturally, no one in the city knew about this fact.

In order to increase the effect of the action, he also used:

Leaflets that read: "Only today! In honor of the opening of a new sales office, we are offering you a unique promotion, you pay us now 1000 rubles and get a window for 8900 rubles".
Present. When you buy 1 window - a kettle, for 2 - a screwdriver, for 5 - a microwave. Plus each client gets a bottle of champagne in honor of the city day.

Result

After the campaign, the entrepreneur received stunning results. Thanks to her, he sold as many goods in one day as he had not sold in a whole month. He immediately paid back the stock budget of 150 thousand, and in the following days he received the same profit.

Plus, this move became an excellent PR for the company, which after that became quite famous.

(No ratings yet)

I like

Selling tricks in advertising of window companies

Quite often, advertisers are faced with this problem - the layout seems to be beautiful and the corporate style is bright, but there are no calls or sales. How many people wonder why? The magazine "BLIZKO Repair" analyzed which "tricks" can be used window companies when creating effective advertising layouts.
For advertising to work well and make a profit, it is important not only to choose a high-quality promotion channel, but also to competently compose an advertising message, understanding by what principles this message works and what audience it affects. This is especially important when placed in specialized printed publications, where the number advertising offers It’s quite large, which means it’s 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 identified “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, this is a person who builds a luxurious Vacation home and 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 making scheduled repairs? This list can be quite extensive, but it is important to identify some common and key characteristics of your audience. This could 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. Therefore, it is important to direct your message to those who will really be interested in it.

Revealing your advantages

At this stage it is necessary to write down the main distinctive features your products or company. Many people believe that all windows are the same, and competitors sell identical products. This means that there cannot be any advantages other than price in this market. Let's look wider and deeper. Maybe your company is a dealer of five brands window profiles, and competitors don’t have such a choice? Or you can guarantee installation within short term? Or do you have sales offices in every area, and the buyer himself can drive up and “touch” any profile? Or maybe your company works until 11 pm or even around the clock? And so on. You should analyze the advantages of your company based on the needs of your potential customers. For example, for many people planning to install windows, installment payment is important, while others are concerned about the timing of the order. Understand what your company's advantages are and tell them about them!

We develop a competent layout

Attract attention.

Build trust in the company.

Indicators of reliability can be the publication of “insignia” - various diplomas, quality assurance badges, medals from exhibitions, links to ratings. You can provide direct links to facts. For example: “every week more than 100 customers trust us”; “we are recommended to friends”; “Every day 10 people contact us based on recommendations from their friends.” It works well to indicate indirect factors that confirm the high professionalism and experience of the company’s employees, experience or time in the market. This information can be conveyed as follows: “we have been selling windows for 10 years,” “in 10 years we have installed 5,000 windows,” or “we have more than 15 years of installation experience.” 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 this in your ad layout! We need to find those “buttons” that the consumer wants to press. The potential client must understand what the main benefit will be - low price or ease of ordering, or maybe comfort or quality. You can pre-test several of these “buttons” on a small group of the target audience and select 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 the client additional benefits from purchasing goods from your company.

If your layout has already attracted the buyer’s attention with its unusualness and unique offer, then that’s not all. Now he must explain in detail what additional benefits the consumer will receive by ordering windows from you. Such benefits in the window market include: minimal production or installation time, quality guarantees, the possibility of installment plans, free consultation, etc. For example, “product warranty (installation) – 10 years”, “service life – 30 years” or “installation according to 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, already in the process of viewing your advertising message, the buyer will understand what exactly he is receiving and at what price.
The company that has placed information in the layout about the availability of a loan or installment plan, as well as detailed description conditions – “down payment – 1,000 rubles”, “overpayment – 0%”, “monthly payment – 1,000 rubles”, etc. Does your company employ professionals? Tell us about it! This perhaps obvious information is very important to buyers. You can write about this 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 an 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 placing an order. It could be free shipping, lifting to the floor, removal/removal of garbage, the possibility of measurements/installation on weekends/holidays or at an exact time, as well as an indication of services that are provided free of charge. Actively demonstrate your advantages!

Help you make a decision now, don’t delay your purchase.

After the advertisement has captured the consumer’s attention, aroused interest and 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 a person will miss out on benefits. For example, “call us today (and get it free)”; “call us today, as the promotion will end soon,” etc. The main thing is for the consumer to take action without delay (call or come to the store).

Competent advertising layout - paper seller

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

The OKNA MEDIA portal together with the O.K.N.A. industry center Marketing continues to publish, which are designed to help window companies effectively allocate promotion budgets and successfully build advertising campaigns. What is the most effective window advertising, the WINDOWS MEDIA portal analyzes.

Effective window advertising: where does a potential consumer get information?

As part of a survey of potential consumers conducted by the independent industry center O.K.N.A. Marketing in 2016 in Moscow and St. Petersburg, the most preferred advertising media are identified for obtaining information about window companies when ordering windows.

Photo: for an effective campaign you need to choose the right channel of communication with the client

During the crisis, the share of image advertising has decreased significantly, while work without placing information advertising is not possible for a window company. During the survey, according to , out of 5,700 respondents, 600 people corresponding to the study sample were selected through a special filter. Responses from potential consumers from Moscow and St. Petersburg for 2016 are presented in this material for free access. Changes in the preferences of potential consumers allow you to clearly see the main advertising trends in the industry and make timely adjustments advertising campaign For optimal achievement the goal is to increase sales of its products.

Moscow and St. Petersburg 2016: differences in effective advertising

Potential consumers in 2016 in Moscow and St. Petersburg differ significantly in their preferences for sources of information for purchasing windows, which is due to differences in pace and lifestyle.

Sources that respondents plan to use when ordering windows:

If in Moscow the overwhelming share of clients relies on data from Internet media (75.4%), then in the northern capital this figure is much lower (54.2%): here there is still a large percentage of those who turn to friends and acquaintances for contacts ( 25.3%). In Moscow, buyers are increasingly reading reviews of companies (20%) on the Internet rather than bothering friends and family with requests for advice. Also, St. Petersburg residents are 8% less likely than Moscow consumers to look at reviews of other users on the Internet - 12%.

Residents of St. Petersburg still react quite actively to information in paper media: advertising in mailboxes (4.8%) and the press (2.4%) - and on television (3.6%). While in Moscow the listed sources have almost completely become obsolete - each of them has 1.7%. “Advertising on transport”, which is relevant in St. Petersburg (1.2%), is absent in the central capital.

There is also a significant difference in the types used by consumers. search engines in two capitals. Muscovites equally use American Google (28.9%), Russian Yandex (27%) and company websites (27%) to obtain information. St. Petersburg residents prefer the domestic search engine Yandex (31%) and company websites (27%), and only then, by a significant margin, use Google (17%).

Internet sources that respondents have used (or plan to use):

*Data from a survey conducted in 2016 by the independent industry center O.K.N.A. Marketing

Results of the 2017 survey will be released in November

The Internet is the most popular information medium both in Moscow and St. Petersburg. At the same time, St. Petersburg residents are more inclined to obtain information through direct communication with friends and through turning to conservative sources of information. Moscow residents have almost completely switched to using the Internet as the main information source for choosing a window company.

A study of the preferences of potential consumers in choosing sources of information to help window companies is carried out annually. Data for 2017 will be available for purchase in November.

A comparison of data from 2017 and 2016 will demonstrate the changes that have occurred in consumer preferences in both capitals, and will allow companies to make the necessary changes in the formation of advertising budgets and advertising strategies for companies aimed at increasing sales in the new year.

What is good about direct marketing? To put it simply in simple language, then this method of advertising helps to abandon mass attraction channels, because targets only those customers who are interested in purchasing your product.

Issues that need to be addressed to launch a direct marketing campaign

1) What customer problems do you solve? In the case of windows, this is: children are sick, it’s noisy, cold, renovations have been done, we want beautiful windows, etc.

2) Which client has the most pressing problem? In the first case, your audience is young mothers.

3) When is the problem most acute? When a mother and child come to the clinic. This point must be recorded in direct marketing campaigns.

4) What places do these people visit? Children's centers, clinics. There are not many of these places, so making targeted offers to your audience will be quite simple.

5) Where will they look for information? Young mothers usually look for information either from friends or on the Internet (in particular social networks).

Direct Marketing Examples

Another need that often determines target audience- This “I want a window like my neighbor’s”. If we talk about the place where information is obtained in this case, it is mainly shops, post office, etc. Therefore, in this case, it is enough to hang up leaflets in these places that say “Windows free of charge, measurements, consultations” and company phone number.

Other ways to attract attention

Outdoor advertising(boards posted around the city). This approach works especially well when the summer season begins.
Social programs. These are a kind of PR campaigns that work very effectively in small towns. For example, we agreed with the administration of one village and held a “window for veterinarians” campaign.
We chose 3 veterans in the village and installed free windows for them, after which we worked in this area for another year. Moreover, we did not have a single competitor.
One-time promotions. This can also be attributed to effective window advertising, but only if you have chosen the right approach to disseminating information.

Very often, leaflets and billboards disappear the next day. In such a situation, a great technique is to use:

A) signs, the text on which will be applied to them with reflective paint. Such a sign attracts attention and can last a long time.

B) Stickers on interregional buses. They work especially well in spring and autumn.

This is how you can organize effective window advertising through direct interaction with a specific target audience.