Marketing is becoming a real buzzword amongst those in the industry, and it is no surprise to see it as a key topic addressed by leading spokespeople throughout seminars and talks during the FIT Show 2019.
The success of a launch relies heavily on a strategic marketing approach that goes above and beyond to provide businesses a competitive sales edge. With the launch of our new Rio flush fit window, we knew it was vital that the industry truly understood the message and importance behind the launch.
The Rio flush fit window was more than just bringing a new product from Rehau, but built on our foundations of German engineering allowing us to offer the best flush fit product to market – we had to make sure that the launch communicated our key messages, and the story behind the development of the product, with a striking marketing campaign appealing to both trade customers and the consumer market ahead of its FIT Show 2019 debut.
One aspect we thought important to address was how choosing a window can be difficult for consumers due to the technical nature of the product. We concluded that the name of the window itself needed to be memorable to appeal to the consumer market, so we chose ‘Rio’ as a unique, easy-to-understand name which conveys vibrancy and helps consumers remember it within an arguably saturated flush fit window market.
In addition to creating a memorable, family-friendly name, we will be working with online influencers as part of our consumer strategy to truly show how Rehau can play an integral part in framing treasured family moments. There are over 2.3 million Facebook and Instagram users with an interest in home renovation, and a further three million Twitter users with an interest in windows, building and the main windows brands so we thought it imperative to tap into these markets to help support our trade customers’ businesses.
Whilst fabricators or installers may not see the content themselves immediately, their customers will see the Rio window featured by influencers in their social media networks which then creates a buzz around the product and increases enquiries.
Rio is more than just a product, it’s a new way of business to help you achieve more. Thanks to Rehau’s innovative approach to market we’re confident that our unique consumer-focused approach will give installers and fabricators the competitive sales edge with Rio flush fit windows.
Installers and fabricators can see the Rio flush fit and Woodec Turner Oak finish in-person, and can take a closer look at the highly textured timber foil, on the Maco stand (J41) at FIT Show 2019.
Martin Hitchin,
Chief executive at Rehau Windows
