Pro Installer Guide to Installer Support - Issue 02 | Page 10

GETTING RESULTS
THROUGH LEAD
GENERATION
Pro-Installer reports on how installers can get
more from their lead generation activity.

A

t a conversion of 1:2 and generating more than 40 enquiries each
week, G12 Installer of the Year and G14 Conservatory Installer of
the year, T&K Home Improvements, has proved its salt as an authority on
lead generation.
The retail arm of trade fabricator Emplas, T&K is a fundamental element
of its support offer, giving Emplas genuine and direct insight into the
challenges and opportunities faced by its own retail customers. It shares
what works and what doesn’t through the Emplas Installer Partnership.
This commits Emplas to the delivery of a level of support normally
associated with that of a Systems Company to its customers.
“We are completely honest with our customers, what’s delivered results,
what hasn’t and most importantly what we have learned from it”, says
Mike Crewdson, Sales and Marketing Director, Emplas.
“Everything that we do through T&K is available to them to support
their own lead generation activity. In addition to product range and
quality, it’s really what sets us as a trade supplier apart – we can speak with
experience and as a consequence authority, on retail.”
The Emplas Installer Partnership offers members access to a wealth
of lead generation tools. This includes the creation of websites, search
engine optimisation and copywriting, plus dedicated marketing collateral
including their own-branded protective tape, unique bespoke retail
brochures and point of sale material. Qualifying installers get a free PC,
laptop or tablet to allow them to access Emplas’ 24/7 online ordering and
the ability to do their own instant quotations.
It also gives them access to support from T&K’s lead generation team.
This extends to offering an audit and no punches pulled 360 degree
review of existing branding and lead generation strategies. As a third-party
peer review i.e. by Emplas/T&K, members of the Installer Partnership get
a better understanding of what’s working for them, what isn’t and what
could work in the future.
Analysis starts with the figures, to develop a detailed understanding
of the cost of not only each existing lead but also the cost of each sale.
“That’s not just a pure financial cost”, says Crewdson, “but the value attached to the input of time against each activity. It all adds up and detracts
from your bottom line.You have to know exactly what every activity is
costing you.”
Emplas’ award winning marketing team are also on hand to work
alongside its customers in drilling down and extracting new value from
databases, to forward planning campaigns. This includes support to tap
into new opportunities.
“Retail businesses sometimes overlook the opportunity to supply
other markets. Supply of smaller builders is a classic example. They’re an
increasingly important potential market, retailers are in most cases already
geared up to supply them, it’s just a question of knowing where to look”,
says Crewdson.

10 AUTUMN ‘15 A Pro Installer Guide to Installer Support

He continues: “We
can support installers
in developing and
cleansing databases, to
targeting smaller builders
with campaigns.”
This commitment to support its customers through lead generation is
just one element of Emplas’ offer. Retaining focus on what underpins its
service, Emplas’ complete and on-time deliveries currently run at 99.3%
compared to an 84.6% industry average. It also has a product quality rating
of good or excellent by 98.7% of its customers compared to an industry
average of 79.2%.
“The point that we recognise,” says Crewdson, “is that lead generation is
important but it’s your ability to deliver and your reputation for delivery,
which are the biggest drivers of growth in any business.
“We support our customers in generating leads but we’re also continually working to improve quality and service and to ensure that we have the
products that they need to win new business.”
As part of this programme, Emplas has completed a two-year project this
autumn to integrate its own factory management and bar coding system
with that of its glazed unit manufacturer, Pilkington, so that Emplas can
track frames and glass in real time across the manufacturing process as a
whole.
Emplas has also invested in other elements of its shop floor, including
the installation of a state-of-the-art Schirmer Saw Centre, alongside two
new Rotox inline welders, additional support machinery and a digital
measuring system.
Crewdson concludes: “The Installer Partnership and lead generation
support that we offer to our customers is a part of what we do but it’s
only effective if they have access to the right products at the right time to
fulfil those orders.”
For more information visit www.emplas.co.uk