CN Glass is an established family firm that’s a one-stop shop for glass. From its Banbury sales and manufacturing facility, this team of 70 supplies and installs new, replacement and heritage windows, doors, and associated fittings across the country.
Gary Mouat took on the role of Managing Director four years ago, when his parents took a step back. Gary knew marketing was important for their plans for continued growth – but up to that point he had not had a particularly positive experience with marketing agencies.
Finding the right partner
In 2021 Gary set the goal to build the commercial side of CN Glass from around 30% to 70% of future business; building on an established foothold in the hotel and hospitality sector. He knew making this happen would require strong marketing, if they were to stand out from the crowd in a competitive B2B space. Gary and the team had a good feeling about Sophie Davies and Your Marketing Department from the outset:
“Sophie really wanted to learn about our business. I knew we would never just be a number.”
Responsible for the strategic marketing direction and planning, Sophie also brought new Marketing Manager Becca Peak onto the team, to handle implementation.
Quick website wins
The website was the first area to get a grip of, Gary explains:
“The website was underperforming, and there was little activity driving traffic. It changed massively from what it was originally. Leads from the website have quadrupled since we’ve been working with Sophie and her team.”
We drove a significant SEO improvement initiative, designed to help the website become an active attractor of leads based on relevant search terms. Regular, planned social posts have helped drive traffic, to online content that showcases the company’s manufacturing capability and also trackS the team as they work on customer homes and sites.
Letting the cat out…
We’ve produced a number of campaigns aimed at different audiences for CN Glass: five of them specifically targeting schools, for example. We’ve also been creative in looking beyond traditional glazing themes. When keyword research, market research and a little combined creative thinking suggested that cat flap installations may present an untapped opportunity, Gary was interested in seeing where this could go:
“We can easily fit cat flaps, and we realised that when people buy houses, they often need them. Your Marketing Department suggested we did some leaflet door-drops around new build developments in our target regions. The results of the cat flap campaigns have been amazing: we’ve become the go-to service.”
Showing how it’s done
Over the years CN Glass has exhibited at trade shows, including the Listed Property Show. But it had been something of an arduous process, as Gary explains:
“We used to try to design and get everything together ourselves, which was a huge palaver. With YMD’s help, the way it all came together, looked and worked, was absolutely fantastic. We also had great feedback – people said it was very informative and really caught the eye.”
Big impact marketing
Ongoing professional advice and support has led to a more proactive and focused approach to CN Glass’ marketing; and Gary can see that it continues to help their business grow:
“Since we've been using Your Marketing Department, we've noticed massive changes. Our turnover has doubled in the past four years, and marketing has had a big impact on that. I've always wanted us to do more commercial work, and now we are now doing that. It has switched from 70% residential, to around 70% commercial. Sophie and her team are very much part of the CN Glass family now.”
Your Marketing Department has now become Gary’s marketing department.
If you'd like to know more about how Your Marketing Department might be able to help you, do get in touch.
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