Are Double Glazing Adverts Getting Better?

Is it me, or do window TV ads seem to be getting better? I used to be of the opinion that a classy double glazing advert on the TV was an impossibility. Take this infamous example:

With tacky, and unfortunately memorable ads like this one plaguing our TV screens, was the classy window ad completely out of reach?

Maybe not, over the last couple of years Everest and Anglian Home Improvements have cleverly used the push on energy efficiency to improve the image of double glazing, doors and conservatories on the telly. Anglian has just launched a new one with Laurence Llwellan Bowen (hope I've spelled that right!), which I think is quite classy. It's got a recognizable but respected voice, the imagery is slick and professional (unlike some of our industry fitters!). Unfortunately YouTube won't let me embed the video of the new ad here, but if you click this, then it'll take you straight to Anglian's YouTube channel where you can see it there.


Everest have brought out some rather slick ads out in the last couple of years, using Craig Doyle, an experienced and suave Irish TV presenter to front them. Again, their use of the push on energy efficiency and A rated windows has helped drag PVCu windows out from the tacky room and into the 'important for your carbon footprint' room. Here's a short example:

I also like the way 'sales' and 'discounts' aren't being pushed in this ad - it's clever in a subtle way. Everyone knows that a sale and discount comes with a cheap and tacky background. Everest are trying to create a luxurious and quality feel in the ad, banging a big old SALE sign in the top right hand corner is going to totally ruin that.


Maybe if all those other companies thinking of going on TV were to take a little hint from these guys, public perception of our industry might change for the better.

Nationals Still Misleading Customers

I read a 3 day old thread on http://double-glazing-forum.com/topics.aspx?ID=434 in which a customer explains that a national company told him that the other two local companies couldn't possibly have A rated windows as only they (Anglian) and Everest are the only ones who have that rating.


After years of energy rated windows being very widely available, and at the A rated standard, it surprises me that sales reps are still spouting this sort of rubbish. I say sales reps because it may not be company policy to use false information like that during a sales demo. But if there are elements of the company saying such things, then this needs to be seen as a wake up call and to right such a laughable wrong!


If we're trying to improve the reputation of the industry, we need to start being genuine with the general public. These sorts of lies and distortions only serve to confuse potential customers, alienating them, giving them a more negative view of our profession.


And before anyone starts to think I'm being hypocritical by mentioning national companies even though their ads might pop up next to this post, well I'm not. The ads are randomly generated by Google, not placed by me. And I won't change the way I write. If there's crap practices to be aired, then I will carry on doing so.

Another Ridiculous Guarantee

Weeks after Everest's 46 year guarantee offer ended, they are now going one silly step further and offering lifetime guarantees for those that sign up with them throughout June (though I'm sure there will be many terms and conditions attached to it so that they can get out of most of the responsibilities).


To be fair to Everest, they aren't the only ones who have lengthened their guarantees in order to win more business. But what I cannot understand, in an industry being crippled by thin margins becoming thinner all the time, low consumer confidence and rife-undercutting, why would companies put yet more long-term financial pressures on themselves buy offering unrealistically long guarantees?


Pretty much all of us agree that the current ten year guarantees are too long, especially when you compare them to other big ticket items such as cars. Surely there's some other, more practical way of winning new business? Like selling the benefits of your product, promoting good long company history? To be completely honest, very little business is won on lengths of guarantees. I can't think of a contract that I lost because the customer told me that another company's guarantee was a few years longer.


On a lighter note, I hope everyone enjoyed their Bank Holiday weekend! I spent way more than I should, probably drank way more than I should, and was generally about as unproductive as possible...but that's what Bank Holidays are about aren't they?!

Ridiculous Guarantee!

How desperate are Everest to get the sales in?


In their most recent advertising campaign, they are celebrating 46 years in business. For 46 days they are offering a 46% discount, and get this...a 46 year guarantee!!


The 46% discount is stupid enough. People aren't going to fall for such a specific number, you should only do round numbers if your wanting to add money on and take it back off again and call it a discount. The most ridiculous thing about this promotion is the 46 year guarantee! Can you imagine the scenario? Mrs Smith rings up 37 years later after having Everest windows fitted: "could you come replace my window handles? They've all come loose and are falling off!" What do you think the chances are that after 37 years, Everest are really going to go out and replace her handles? The hardware won't even be available, and thinking on, in this climate, Everest might not even be there!


The tip here is that you don't have to go to crazy lengths that you know full well you can't honour. If your going to do a promotion, focus on a best selling product or have an open day for existing and potential new customers. Don't chain yourself to a cross you can't carry.


Oh, and they're advertising that 46 customers will get their windows and doors for free. So you can bet that 46 of the smallest contracts will get picked then!

Silly Prices!

I've just returned from York where I was quoting a customer for a single door, and we were up against Everest. Now guess where they started their price at for a single door, in white PVCu? £3300!


Where do they get their prices from?! It might have had something to do with the area where they lived; Long Marston, it looked a very nice, well off area. But this still shouldn't have an effect on the prices companies quote people. They then dropped the price several times and continue to ring her asking for her business. 


I came in at less than £1k, for a black on white composite door. Including extra fuel money for me and the fitters. They also had Anglian out, they didn't tell me how much but from what they said it was a crazy high price as well.


When companies do their business in this way, how do they stay in business for as long as they have?