GOOGLE REVIEWS
Double Marketing for Door-Stop
Door-Stop International are a composite door manufacturer who make front and back entrance doors for domestic properties.
They supply to the door and window installer trade, who then sell these doors to homeowners and landlords – so their marketing needs to appeal to both their customers and their customer’s customers…
Door-Stop International
Whilst a manufacturer, Door-Stop offer a product that isn’t bought in bulk and kept in a warehouse, instead each door can be designed with their online door configurator, with a massive range of colours, glass and furniture (handles, knockers etc) options, so each door can be completely personalised by the homeowner. This coupled with their unprecedented 3 day turnaround gave them an early lead in capturing their share of the composite door market.
Door-Stop innovated early by using powerful online tools like their Door Configurator, which took out much of the time required to order a door, helping them achieve their 3 day turn around. In recent years however, their competitors have caught up, these early innovations have become the industry standard, and Door-Stop have to work even harder to stay ahead.
Our aim is to position Door-Stop as installation companies preferred supplier.
What we have achieved
Working closely with their Marketing Executives, and others in the sales team, we help attract the best-suited customers, from both offline and online and bring them to the website to place orders, or to get in touch with a sales representative.
Our biggest single achievement was completely transforming Door-Stop’s Google Advertising traffic, from a few hundred clicks to several thousand a day – all whilst reducing their advertising spend.
Two Levels of marketing
There is an added level of complexity in their B2B business model because Door-Stop doesn’t advertise directly to the end user and is essentially a white-label product.
This means that the marketing needs to work on 2 levels, with benefits the the installer (Door-Stop’s target customer) while still having plenty of marketing material, sales aids and brochures, etc that can in-turn be used by the installer to sell to the homeowner.
However as Door-Stop don’t deal with the homeowner directly, these people need to be discouraged from using the website.
Personalised Marketing
We’ve done a vast number of things for the client over the years, but the biggest was implementing XposureHUB, which enables them to track website users, identify potential leads and nurture these leads to the point where they are comfortable to purchase.
The built-in Lead scoring, helps the sales team filter the best possible leads from the rest. An example of this is Brochure download tracking, which notifies the telesales team about new potential customers and what they are specifically interested in.
The marketing automation technology as enabled us to build Landing Pages to drum up interest in new product launches, with follow up automated emails and notifications to the sales team.
What our client says…
“Xposure has a real in-depth knowledge of our business and therefore a quick phone call is all that is needed to get the work done that we need. Often on a very tight turnaround”
Hannah Meakin, Marketing Executive, Door-Stop International
Other work
Google Adwords and remarketing banners to attract installer companies to the website, whilst discouraging homeowners who cannot order from Door-Stop. This requires a high level of technical understating of both markets and the terminology used.
We’ve also generated thousands of individual images so that the online door configurator can generate an accurate, almost photorealistic image of the chosen door, that makes changes to the door order in real time.
We’ve handled the design and update of their traditional printed brochures, which need to attract both the target customer in the trade, and homeowners when talking with the installers.
Click images to zoom-in
Other work (continued)
Monthly design of advertising in various the window industry printed trade journals. The adverts need to strike a balance between looking new and interesting with a fresh offer for to attract customer in the window trade, whilst adhering to strict brand and editorial guidelines.
Provided ongoing website SEO advice and content audits – whilst they have an internal team that looks after the main website and associated systems, we advice what content should be on what page in order to best turn visitors into leads.
Design of the Door-Stop-Doors.co.uk homeowner website – basic information website for homeowners, that can direct them to the nearest/best installer of Door-Stop doors.
Technology Used
Google tracking
Remarketing
Visitor analytics
Form tracking
Visitor tracking
List building
Automated Workflows
CRM
Automated Emails
Dynamic Content
alerts
About Door-Stop
Door-Stop International are a composite door manufacturer who make front and back entrance doors for domestic properties. They supply to the door and window installer trade, who then sell these doors to homeowners and landlords.
Visit Website
