Solidor is a family-run firm that has been instrumental in developing what is now widely agreed to be the finest composite door in the UK. Their doors are sold and installed through a nationwide network of experienced and proven installation companies. Based out of Stoke, the company has seen massive growth since it began back in 2004.
Solidor MD Gareth Mobley had a very simple brief for Motionlab which was to see his progressive and market-leading composite door firm, with a then annual turnover of £3 million, become the number one door company in the UK.
Brand recognition amongst retail consumers of Solidor in this highly competitive market was relatively non-existent prior to the appointment of Motionlab due to its previous B2B marketing positioning. The challenge was to shift the brand and the selling points of the door into the consumer marketplace by making Solidor synonymous with security and style.
Since working with Motionlab we have seen a dramatic increase in the brand perception of our business, the amount of retail enquiries and huge growth of our National installer network.
Gareth Mobley — Solidor
We began by conducting a complete overhaul of the brand strategy and creative elements, creating an award-winning campaign ‘the knock test’ that delivered simple key points around the security and solid nature of the doors. We also increased consumer demand by raising the profile of Solidor by implementing and delivering a results-driven consumer campaign to attract a greater quantity of leads for its rapidly expanding recommended installer network.
Brand positioning was also shifted away from predominantly spotlighting the green credentials of a Solidor, instead giving greater focus to the unrivalled security it provides, a feature we felt far more pertinent to the modern householder. To complement the newly transformed and now responsive designed site, which shortly after go live experienced a 95% jump in online traffic, a brand new all-encompassing suite of marketing literature was produced including a 600-page perfect bound brochure which has become a benchmark example of promotional material in the sector.
Motionlab’s online marketing team also initiated management of the firm’s social channels to great effect, encouraging continual installer engagement with the establishment of clever initiatives such as ‘Installer of the Month’ and ‘Solidor of the Month’ incentivising installers to showcase their Solidor installations.
Increase in site visits
Increase in turnover
Increase in retail enquiries
Increase in retail calls