22
AUGUST 2014 PRO INSTALLER
PRO NEWS
www.proinstaller.co.uk
‘Consumer
confidence’
Two small words,
one very big phrase
Richard Kirman, Sales and Marketing Manager for IG Doors
trade division tells us why they have signed George Clarke
to help promote Truedor to the consumer market.
“We have all become familiar
with the phrase ‘consumer confidence’, especially
in recent years when it, or
more importantly a lack of
it, was pinpointed as one of
the major contributors to
the length of the recession.
But consumer confidence is
equally important to individual markets, and none more
so than ours”.
Consumer confidence
in the Composite
Door market?
“Ours is an industry sector which
suffered significant ‘growing’ pains
in its early years; products tried
but not necessarily tested and unproven technologies all meant that
for longer than there should have
been there was a stigma attached
to the words ‘Composite Door’. It
was an industry which grew too
quickly, with too many products,
with inevitable consequences.
“It has taken considerable time
to start to repair consumer confi-
dence in the product group, but it
is getting there. Companies such
as ours which have been supplying composite doors continuously
now for more than 20 years ,
have done much to develop technically stable offerings which are
tested, and most importantly are
now trusted.
Perfect Timing
“The timing of all of this is perfect, because while the recession
hit many people hard, it also
started people thinking less about
moving home and more about
re-generating their existing one.
Supporting this new mindset was
an explosion of home makeover
television programmes which
demonstrated to homeowners that
they could do something very special with what they already had.
“As we launch Truedor to the
consumer market, we believe it is
important to embrace this same
approach, and so we are delighted that George Clarke has joined
our team to help us promote our
product and to give the consumer confidence in what they are
buying”.
George says: “As an architect
who has worked all over the
country I know how passionately
people feel about the buildings
in which they live. I agreed to
work with IG Doors on its launch
of the Truedor range because
they shared this passion for high
quality, beautifully finished homes.
They know that the front door
plays a crucial role in the overall
look of a property”.
Richard continued: “We are
delighted to have George join our
team; he will be the leading voice
in our approach to the consumer
market and we know with him on
board we will very quickly gain
their confidence. We know from
his profile and from the work that
he has done that he is respected
and is trusted by the consumer
market as someone who will only
support products and companies
which he feels fully embrace his
own passion for quality and service, and for products which will
truly enhance the property into
which they are installed”.
The Truedor range is
ideal for its time
“The Truedor range is ideal for
its time; we have three very distinct ranges in our portfolio to suit
the needs of property owners with
their own particular requirements.
We have our ‘traditional’ range
with 19 styles already available
and with more to follow; there
really is something for everybody
in this range, and it includes a
dazzling array of colour options
and glazing specifications.
“Our ‘Cottage’ range has been
designed specifically for a
niche market which has very
bespoke requirements; more
than any other this type of
property has benefitted from
the home makeover boom,
and we are delighted to have a
range which meets its particular needs. Finally our ‘Contemporary’ range, a selection of
doors designed for a new era,
with sleek lines and striking
designs is ideally suited to
those wanting to make the
entrance to their home truly
modern in its look and feel.
“With George Clarke providing valuable insight directly to
the consumer, helping them to
understand the potential for
their homes, what questions they
should ask, and what factors they
should consider when thinking
about changing their front door,
we know that they will very quickly develop a confidence in the
Truedor range. With consumer
confidence will come a significant
market share for Truedor, and for
the installers buying our products
many new business opportuni F