As we approach the new year, it's interesting to look back at the changes that have occurred in the past decade. The country's population has undergone a significant shift. We are much more diverse, complex and fragmented than ever before. Add to the mix the effect of an exploding online population and the frantic pace of technology and it's no wonder the entire discipline of marketing has been upended.
One fundamental change that companies are beginning to realize is that people demand to be treated as individuals. Consumers are looking for information that is tailored to their specific needs. They want small snippets of information that can be used quickly and efficiently.
The critical first step in any successful marketing campaign is to clearly understand your target audience. You must hone in on specific characteristics of your target population and determine how best to reach them. You will also need to dissect and quantify differences, because people aren't alike and won't respond in the same way. This will most likely require a mix of traditional, digital and social channels.
Windsor has several marketing tools to help you promote our products and address these individual needs. Under the Marketing button on the PowerTools landing page, you will find files that have been professionally designed and are ready for customization:
- Windsor's Logos – Both a vertical and horizontal version of our logo in several different files types is available for various applications, from web, to print and even embroidery.
- Windsor's Brand Standard Manual – This manual gives a brief explanation of how to use our logos and provides color and font specifications.
- Advertisements – Full page, half-page and quarter-page ads are available in both black and white and color. They are suitable for magazines, newspaper or industry publications. There is a general ad that promotes Windsor and also three separate ads that promote our product lines: Pinnacle, Legend and Next Dimension.
- Radio Scripts – A general 25 second radio script has been written, reserving 5 seconds for the distributor's personalized information.
- Tri-fold Brochures – Tri-fold brochures are easy to hand out or mail out in a standard #10 envelope. We have a general brochure that promotes Windsor and three separate brochures that promote our product lines: Pinnacle, Legend and Next Dimension. We have provided electronic files that you can either print on an office printer or have professionally produced by your local printer.
- Displays – Windsor provides three distinct merchandising programs for various showroom applications. Our Premium Display Program is modular and can expand to fit any showroom size. The Standard Display Program provides an attractive panel with wheeled base for mobility. The Economy Program is similar in appearance to the Standard Display Panel, but has been scaled down to reduce the cost. Simple assembly is also required of the Economy Display. In addition, we offer a Loaner Display program where distributors can borrow one of our Premium Displays for special events and local tradeshows.
- Sales Presentation – A 72 page presentation has been created to provide a history of Windsor, along with a complete overview of the features and benefits of our three product lines.
- Website and Electronic Media – Our website has been customized with two distinct segments; a consumer website and a professional website. The consumer site provides general information for homeowners who want to understand what types of windows are best for their particular application. The professional site provides industry knowledge for building professionals, architects and home planners.
Thinking back to Y2K, 9/11, the Housing Boom, the Housing Bust and then an Economic Collapse, it seems we've lived a lifetime in the past 10 years. We've experienced fundamental changes that affect the way people do business. Windsor has a variety of marketing tools to adapt to this shift. The companies who recognize that we're facing a different world and adapt to these new challenges will be the ones who prosper!