Purplex CEO, Andrew Scott, explains why PR is a vital component of a businesses’ marketing strategy.

The PR team at Purplex has exceptional relationships with key journalists across the fenestration and construction industry. Utilising these relationships and their wealth of product and industry knowledge, they can generate a strategic mix of coverage that will give you the edge over your competitors and make you stand out.

With deep industry knowledge and long-standing relationships with specialist print and online titles who cover a range of audiences, including architects, builders, installers, glaziers and other industry sectors; our PR team will successfully pitch key stories with professional photos and videos to achieve your goals.

Our senior PR managers will help you position your business in the way you want to be seen and target it to those you want to be visible to. They will collaborate with you to advise and recommend strategic plans and write the stories that shape perceptions, form opinions and influence behaviours.

Copywriting for a range of channels and purposes

Employing professional copywriters ensures that your content is consistently written to exceptional expectations, with a suitable tone of voice to fit your brand. This will help to achieve your chosen business goals.

Our team of experienced writers and journalists can produce engaging content for a wide range of purposes, including direct marketing campaigns, case studies, white papers, industry reports, newsletters and blogs. Utilising professional copywriters will help to position your business as an industry leader.

Create a brand personality and generate trust

Building trust takes time, it can be created through numerous touch-points and establishing relationships. In the window and construction industry, PR is the most powerful method to deliver news and information that produces a brand personality and illustrates trust.

A common mistake made by many businesses is confusing marketing with lead generation. Customer and client trust can’t be achieved if your whole marketing strategy is concentrated on sales-ready leads. Producing trust begins much earlier in the process, way before the homeowner is ready to buy. When homeowners actively engage with your brand in a non-sales environment and have a positively rememberable experience, they are much more likely to buy from your business when it’s the right timeframe for them to be looking for home improvements.

Nevertheless, it’s not to say that lead generation isn’t important in the business model, it is crucial. But building a successful, sustainable and valuable company begins with trust. That’s why you need a marketing strategy that creates a trusted brand that works in parallel to a robust lead generation strategy.

In a competitive B2C market, double glazing and conservatory installers have to work harder than ever before to build trust to position them ahead of their competitors. This is because the purchase is often a one-off and the industry has a tarnished reputation. This wider influence is exacerbated by high profile failures, like the recent Safeglazo fiasco and the current question marks regarding some Insurance Backed Guarantees.

Strategic PR for your marketing strategy

Control how your competitors, customers and prospects view and interpret your business through publishing strategic content. Your businesses’ editorial coverage will be targeted, engaging and include a stream of messages that reinforce your core brand values and goals to help position your brand in the market. Our PR team will produce content that makes sure your PR strategy is echoed across your marketing channels, ensuring a consistent brand voice.

For more information, visit www.purplexmarketing.com or call 01934 808132.

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