Window Shopping
Window Shopping In this article for Glass Times, Louise Lai, Marketing Manager for Carl F Petersen looks at the importance of maintaining the traditional hardware catalogue while developing an Internet presence.
Louise observes that, within the hardware distribution market, people still need a traditional print format catalogue which can be used as a reference tool. Therefore, although time consuming and expensive, the production process for a hardware catalogue is a necessary marketing function.
"There are a number of considerations when producing a catalogue summarising a range of window and door fittings. First there is the important process of achieving a balanced range of products. The essential components of the hardware distributor's portfolio are locks, handles and hinges and, while at face value this may appear to be a straight forward product selection process, after consideration has been given to spindle lengths, finish options and locking variations, a single handle can generate hundreds of permutations!
But it is not simply running through a product check list to compile a hardware catalogue, quality lines have to be sourced from reliable manufacturers that have a track record of consistent production standards and delivery services.
Catalogue collateral: Having satisfied the product selection criteria, a critical step for the hardware supplier is collating essential catalogue data including quality product images and technical materials. This is another process that is not as straightforward as it might first appear, images need to have design appeal and to present key product features. This can often challenge the compiler of the catalogue, particularly with regard to locking systems which are designed to be an integral part of the window or door system.
The research process for the collator of catalogue data doesn't end with images and top level technical details. The catalogue is viewed as an essential reference source for customers and it is important therefore to look beyond basic product data to include educational information, such as latest legislative details.
Having produced a comprehensive hardware catalogue it is essential that the reference aid doesn't sit on a shelf gathering dust, it needs to be fully exploited as a marketing tool. At Carl F, the catalogue is distributed to all customers using a combination of postal and hand delivery methods. A pro-active approach to follow up is also taken with subsequent phone contact with customers to confirm the safe receipt of the catalogue.
Increasing use of the Internet: Increasing use of the Internet is reflected in hardware marketing and in today's fittings supply industry, any product range also needs full representation on the Web.
Tricks of the Internet trade need to be fully exploited i.e. Google listings and Search Engine Optimisation. Having spent time developing a Web presence, the site should be maintained, it should be easily located via search engines and customers need to be regularly reminded of the Web presence through the company's communications strategy including editorial coverage and e-mail updates.
One of the most important features of a successful hardware Web site is an uncluttered design with accessible information. Having achieved this, it is very important to avoid any complacency regarding the Web. A common problem is that considerable effort is made 'up front' in designing the original information source but the site is not revisited by the marketing department. It is essential to regularly monitor the site to ensure the continued efficiency and accuracy of information.
The dynamic nature of a Web site, and the freedom to refresh information on-line, ensures that regular updates can, and should, be made - the ability and resource to do this should be built into the planning of any hardware distributor's marketing department.
In conclusion, print production for hardware catalogues is a discipline that is here to stay as a key function of the hardware distributor's marketing department. Customers need an aide memoir amongst their reference sources and the regular task of producing new revision catalogues will remain. Increasingly, however, the Internet grows in importance, and avoiding complacency will be key to the continued success of hardware supplier's sites. It is essential that the marketing department keeps abreast of latest Internet marketing techniques and that customers are consulted to confirm the ease and efficiency of using the site - it is vital that marketeers avoid sitting in the Internet equivalent of an ivory tower and that basic principles of communication are applied, which include keeping in touch with users' needs."
Louise Lai, Marketing Manager and John Mitchell, responsible for technical product projects at Carl F, pictured preparing new catalogue copy.
