Early indications are that the £2 million advertising and promotional campaign staged by Pilkington in support of Pilkington Activ™ self-cleaning glass is providing the significant sales boost for the home improvement industry that it was intended to generate.
Sales are reported to have more than doubled from the equivalent of around 250 houses installed per week, to more than 600. This figure is expected to increase still further as the effects of the advertising campaign continue to bite, and the home improvement ‘season’ gets into its traditional upswing.
More than 500 window and conservatory installers have signed up to appear on the Pilkington Activ™ supplier section of the dedicated web site for the product, for which sales have been further boosted by the wide availability of Pilkington Activ™ Blue, the variant produced specifically for conservatory roof applications.
The usually cautious Matt Buckley, Marketing Director for Pilkington Building Products UK is delighted with the outcome of the campaign so far: “The boost in sales provided by the advertising campaign is having a huge effect on sales of Pilkington Activ™. But what is even more encouraging is that the product enjoyed a very substantial increase in sales, breaking some tough targets, even before the advertising took effect.
“Installers throughout the country are taking Pilkington Activ™ on and using it in various ways to boost margins and close sales in a market that is still very competitive. It offers something different that homeowners want and a large number of our partners are taking advantage of our TV and press advertising by running their own local campaigns to boost their sales. It is superb to see so many companies out their ‘actively’ promoting their businesses.”
Further details of the effects of the Spring sales campaign will be revealed when Pilkington has completed extensive research. The company has already firmed up the next phase of plans for a second, similar TV and press campaign for the autumn.