Case study:
Context and challenge
Window and door systems company, Deceuninck, had established an industry lead on PVC-U foil finishes but keeping its market message as fresh as it’s colour palette after a three-year campaign was proving a challenge.
With other window and door systems suppliers following in its footsteps and aggressively promoting their own offers, there was also a requirement to consolidate Deceuninck’s position and market share and put distance between it, and its competitors.
”‘The PVC-U window systems sector is highly competitive. We have great products but needed a new platform to reach customers and prospects. Lasco found it’
Rob McGlennon,Managing Director, Deceuninck
Our approach
Working alongside Deceuninck’s inhouse marketing team, we conducted a detailed analysis of Deceuninck’s own positioning and assessed it against that of its competitors.
This reinforced an assessment that the ‘space’ occupied on colour was becoming increasingly congested. What was clear, however, was that research on what was driving the PVC-U window colour market was thin on the ground.
A discovery phase revealed that for most prospects and customers, their understanding of colour and finish choices as a driver of sales was anecdotal and that authoritative research was seen as high value.
This analysis led us to develop a consumer research campaign conducted by market research leader YouGov. This delivered multiple returns;
Channel strategy
In order to maximise return on investment throughout the year, the insights delivered by the YouGov poll were released strategically to different audiences at different times and across multiple channels and formats.
This included:
- Direct customer communications
- Media
- Social media
- E-shots
- Website content
Information was released in multiple formats including:
- White papers
- Infographics
- Press releases
- Features
- Presentations
- Animations
- Video
The client’s assessment
“We identified a need to change. Lasco delivered that for us. Their understanding of our sector meant they were quick to identify opportunity, developing a considered campaign strategy, executing it with precision to deliver clear results.”
Rob McGlennon,Managing Director, Deceuninck
Our work
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