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Knowing where to spend your marketing dollar and get the best return is a challenge for any business. And while digital marketing and video has become something that modern marketers must master, there is still plenty of scope for traditional marketing such as print, radio and television. This edition, WFA spoke to three leading marketing companies in the window furnishings industry about their most effective forms of marketing.
Somfy – globally led digitisation strategy
With digitalisation as a key component of its global strategy, Somfy has been working towards the digitalisation of processes and operations to bring maximum value to the customer experience and its offer of services.
A major component of the recently launched Make the Move campaign is online video marketing, with a suite of videos, encouraging viewers to make the move to motorised, automated and connected solutions.
“In 2023, it is expected that online video will account for over 80% of all web traffic, making it the most-consumed content format on the internet,” revealed Somfy’s Marketing Manager Mary Ladu.
“As a business, this means that online video needs to be a critical part of your marketing strategy.
“Viewing behaviours have grown exponentially over the last few years and we’ve seen some great successes with our digital campaigns when capitalising on online video marketing trends”.
“Somfy continues to invest in the industry through its digital marketing and lead generation campaign, aiming to raise market awareness of motorisation and generate business for Somfy Expert Partners”
One particular platform that continues to perform well for Somfy is advertising on YouTube via Connected TV (CTV).
“YouTube has over 2.6 billion monthly active users and is the second most popular social media platform after Facebook.
“All the tools that were once in the hands of television networks are now in the hands of businesses.
“Advertising on YouTube is a cost-effective way of pushing your video content out there and you don’t need a lot of it.
“Hosting your video content is free and advertising is available for all types of budgets”, added Ladu.
Somfy has also taken the approach of looking beyond the usual online video placements on social media channels such as Facebook and YouTube, and targeted audiences through Video on Demand (VOD) platforms.
“Given that most of us no longer plan our schedules around TV, VOD platforms allow audiences to consume content whenever they like. This allows us to serve up unskippable ads that target audiences based on specific content, demographics, behaviours and interests.
“The advantage of using both CTV and VOD platforms means we have the ability to track and measure our campaign results and adapt accordingly”.
Somfy’s Make the Move campaign ran alongside SBS On Demand streaming of Tour de France, with results already exceeding previous campaign benchmarks.
To learn more about the campaign, visit somfy.com.au/make-the-move
BM Blinds – Print still delivering returns
Michelle Macready from BM Blinds says that marketing to the wholesale blind market is vital.
“BM Blinds has found that advertising in the WFA magazine has helped lift our profile and our name is better known within the industry.”
“We are constantly looking for ways to get known as a quality wholesale manufacturer of Veri Shades, roller, panel, Vertical and Sheerlight blinds. We concentrated our advertising on Veri Shades in the WFA over the past two years and have felt that this coupled with regular visits to retailers by our sales representatives has really boosted our sales for this product range.”
Macready says that often when sales are low and times are tough, businesses tend to shy away from spending money on advertisements and promoting products, however this tends to be counterproductive.
“Looking for more efficient ways to spend your marketing budget is crucial although changing proven marketing methods is futile and can become a costly exercise.”
“It’s important to remain consistent and to stick with what works. BM Blinds has seen many economic changes over the past 36 years, with the boom-and-bust times coming and going.bm Blinds along with other smart B2B operators have enjoyed the many economic successes that the Covid era brought with strong sales growth spurred on by the building boom and home renovations. There was a sense of ‘making hay while the sun shines’ and storing these successes for the inevitable downturn.”
Macready says that BM Blinds has been looking at ways to partner with its retail customers.
“We have worked tirelessly to come up with solutions that help ease the costs of marketing on our clients and help them to increase their client quote conversion rates.”
“We see our customers as true partners and want to help them to deliver the best chance of converting quotes into orders. We back them by creating personalised brochures that can accompany their quotations, highlighting to their customers the benefits they will gain by choosing these products.”
Macready says swatch books need to be clean and tidy and easy to carry in and out of client’s homes.
“The range that you offer to your clients has to match the image of the retailer to ensure a consistent and bespoke feel of the custom-made products that the end user is searching for.
For BM Blinds, the past few years have seen many changes within the business, and we are emerging stronger with a huge focus on quality, service, and excellence. At our core is an Australian family owned and run business with a commitment to improving the window furnishings industry in Australia.”
“Advertising in WFA helps support the blind and awning industry that exists in Australia, together with our commitment to the BMAA. It gives our customers peace of mind that they are dealing with a loyal and hardworking company that always puts customer service at the forefront of what we do.”
“Recognising that marketing is not just a single item, but a collective of things that come together to support a sale. Advertising, samples and swatches, brochure and intel are what we see as sales tools that are imperative to make the most of the leads you generate.”
Blinds by Peter Meyer goes Virtual
“At Blinds by Peter Meyer, we have always been committed to providing our dealers with the best tools and resources to excel in their roles,” says Simon Meyer, Managing Director of Blinds by Peter Meyer.
“In this digital age, we recognise the power of online video education in enhancing their knowledge and understanding of our products. The Blinds by Peter Meyer Virtual Showroom stands as a testament to our dedication to innovation and customer-centricity, offering a comprehensive training platform for our valued dealers.”
Meyer says the Blinds by Peter Meyer Virtual Showroom is a game-changing tool.
“Not only does it empower our dealers with in-depth product knowledge, but it also opens up the possibility for them to use our showroom as their own. With this immersive experience, our dealers can confidently present our products to their customers, creating a seamless connection between our showroom and theirs.”
“A key highlight of the Virtual Showroom is its ability to showcase our products in action. Customers can enter the virtual environment from their computer screens, allowing them to experience the full range of our products firsthand. With just a click, they can travel throughout the showroom and explore various product options.”
“Moreover, the Virtual Showroom boasts an interactive feature that lets customers click on hotspots located around the space. These hotspots lead to short product demonstration videos and technical specifications, offering a wealth of information at their fingertips. This engaging and interactive approach not only educates customers but also empowers them to make informed decisions about our products.”
Meyer says that the integration of the Virtual Showroom with its dealer websites takes customer experience to another level.
“By linking from the dealer website to ours, we foster a seamless transition between platforms, ensuring that customers have access to all the essential details they need to make their purchasing choices.”
“In an era where digital experiences are becoming increasingly important, the Blinds by Peter Meyer Virtual Showroom is a brilliant tool that sets us apart in the industry.”
“As we continue to embrace the digital landscape, our focus remains steadfast on providing excellence in education, customer service, and product innovation, solidifying our position as a leading player in the interior and exterior window furnishings industry.
