Ignoring Market Trends
How Listers turn the graph upside down
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The market for windows, doors and conservatories isn't too buoyant at the moment. Companies are working on reducing margins and diversifying rapidly to defend profits. Somehow Listers have decided not to participate.
We've been working with Listers now since 2002, when their MD attended a marketing seminar I was presenting. Mark gave me a hard time by taking me to task about a trade advert we'd placed in one of the industry magazines, then let me off the hook and a great relationship began.
It's always been my contention that great marketing needs a great client. Listers are a perfect example. Since we began working together they've grown consistently every year, in direct contradiciton to the market trend. While their marketing has become recognised in the industry as something of a benchmark, it's Listers' implementation of the marketing initiatives that's making them stand out. It works because they use it properly.
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200 pages of targeted literature
The Listers edge has come from building a strong consumer brand. We've created Elitis, a premium window, door and conservatory product that's now well recognised in the industry, and that's requested by end users. But Elitis is only the vehicle that gets us there; it's what we're delivering that's keeping Listers ahead.
As a manufacturer they're always one step removed from the end user. We've created a marketing suite that works for the installers, along with a system of communication that gives an Elitis installer an understandable edge over his competitors. It's a concept that's now widely copied in the industry, but Listers remain the only company that's making it work.
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