Bethaney Larkman, marketing manager at Distinction Doors chats about the latest brand benefits and the importance of good-quality marketing communication in building and developing customer relationships.
Communication is the key to marketing. It is the principal way of raising awareness of products and services. And I am proud to say that here at Distinction Doors we are often praised for our communication. Through verbal, print and digital mediums we regularly inform, educate and inspire our fabrication customers, with these messages often reaching their customers, and in some instances, the consumer.
We know through independent research and from speaking with our customers that our interpersonal communication – mainly face-to-face interaction with our business development executives and exchanges with our customer service team – is highly praised. That’s why recent changes have focussed on boosting other modes of communication, including digital marketing, direct marketing and sales promotion.
These developments follow the launch of our new brand identity back in April. Our new trademarked ID is designed to better reflect our premium position in the market and appeal to consumers, it’s vital therefore that all our marketing tools and communication support this.
Refreshed door-designer launched
Our biggest improvement to-date is the relaunch of our door-designer configurator. Undoubtedly our most popular sales tool, the door-designer has been upgraded to improve the user-experience. This is particularly important as we brand the configurator for many of our customers, and it is used for sales support in both the showroom and home.
We have improved the functionality and its overall design. Our biggest challenge was reducing the load time. Thanks to the amazing support of our internal IT team, we have not only increased the load speed, but we have also been able to use higher-quality images. This means that consumers can now appreciate more of the detail, including our beautiful woodgrain finish, in higher-resolution door and glass images. The preview function now works better too. Users can tweak and re-size the door to suit their chosen house or sample image.
Easier to Use
One of our main objectives for revamping the door-designer was to make it even easier to use. This meant removing the complexity and adding new functions. We have streamlined the options; for example, the glass option will now only show what is available.
The new ability to save orders and return to them later is perhaps our most valuable function. This should prove to be extremely popular with our customer’s installation and home improvement customers, saving them time and ultimately, money. We have also added FAQs, request a brochure and a search function in the top menu bar.
Email communication has long been a successful means of communication for Distinction Doors. We use email to underpin our face-to-face and telephone conversations – whether to start the conversation or act as a reminder. With email we can reach the people that matter, quickly and effectively, all at the same time. Since the re-brand we have enhanced our email marketing so that it truly represents the breadth of our business.
The email template has been re-designed in-line with our brand identity and the content is informative and inspiring. Alongside our usual business-related email bulletins, customers now receive a monthly round-up. I cherry-pick a selection of updates and developments for sharing, last month for example it included the launch of our new Venture Collection; how we are supporting our fabricators through the changes to Approved Document L; how to order our new cleaning hangers; and an interview with our paint and glazing department manager, Cath Barker. We want our customers to know us inside and out!
To extend our consumer reach we have also increased our activity on Instagram. So far, this is proving to be extremely rewarding and we know there’s even greater potential. A recent promotion, for example, received a fantastic response, and we’re keen to build relationships and trust off the back of this.
After launching six new colours recently we have designed a new colour guide. These have always been popular with our customers and their customers too, that’s why they form an important part of our new literature suite. The new guide is arriving today (at the time of writing) and is an A4 size to complement the product brochure, with large, grained colour chips showing our bespoke and standard colours.
Oh, and one last thing, as we sign off on another print run of our new product brochure, I am pleased to say that we have also begun the task of delivering a new Distinction Doors website. More on this later in the year!