Fabricators in the UK have been doing their best to keep their brand profile active during the coronavirus crisis – and recognise the vital role marketing is set to play as the market starts to improve.
A survey conducted by The Glazing Summit on the impact the COVID-19 pandemic has had on fabricators across the country focussed on staff, finance, Government support and marketing.
And while clearly having to make some tough decisions, with 65% of those surveyed having had to furlough over three quarters of their employees, most have been investing across digital marketing channels during the lockdown.
Social media campaigns have been the most popular, closely followed by website updates, while SEO and email campaigns have also been prevalent.
And, despite 94% estimating that they were likely to see a decrease in turnover this year, fabricators see the value of investing in marketing moving forward too.
When asked what their typical marketing budget as a percentage of their turnover was and then what percentage they will allocate to it during the rest of the year once restrictions are lifted, the difference was minimal.
Andrew Scott, CEO of leading full-service marketing agency Purplex, and founder of the Glazing Summit, commented: “Despite having to make difficult decisions, fabricators clearly see the value of keeping their brand relevant.
“Those companies who invest in marketing, rather than cutting their budget, will come out the other side of a crisis stronger.
“Under the lockdown period we have seen increases in web and social media usage and, while you need to be sitting across all communication channels, it’s no surprise that fabricators have been focussing on these.”
Purplex Marketing was founded in 2004 by Andrew Scott, one of Britain’s leading marketing experts. Andrew has acquired, built, and sold several successful businesses in the industry, including manufacturers, distributors, and retail businesses. Since its establishment, Purplex has grown by at least 34% every year and now boasts a large clientele of customers located throughout the UK and Europe.
For more information, visit www.purplexmarketing.com or call 01934 808132.
