Over the last 3 years, the UK’s leading suppliers of replacement windows and doors, Safestyle, have been working with Cherry Tiger to help consolidate their position by broadening their appeal.
For many years, Safestyle’s advertising seemed to have worked, almost despite itself. Few would admit to liking their old ‘shouty’ adverts. And yet, week in, week out those ads made the phones ring. So, why were those ads working? And what could work even better? That’s what Safestyle challenged Cherry Tiger to discover for them through quantitative and qualitative audience research.
We began with in-depth market research of Safestyle’s brand, and competitors, gearing our work towards highlighting the key, simple reasons why customers arranged sales appointments. The reaction of non-customers wasn’t really a surprise; the style of advertising was putting them off. But the reaction of customers was a real eye opener. They loved Safestyle; the windows; the quality; the service – and of course the price.
The research made it clear that if non-customers could get past the preconceptions set by the ads, they might love Safestyle. So, we set a whole new approach to Safestyle’s proposition and advertising that makes the customer the hero and lets them explain why they love their windows so much.
“Step by step, Cherry Tiger have helped us transform the way Safestyle advertises. They’ve won over a senior management team with convincing insight, sound strategy and hard working creative concepts that really address the concerns people have about replacing their windows. As a team we’re winning the trust, not just of our plc, but a whole new set of customers, who may never have considered Safestyle as an option before…”
Phil Berry, Head of Marketing, Safestyle UK