Andrew Scott, CEO of Purplex Marketing, explores how dynamic video strategies are transforming fenestration marketing, dramatically boosting visibility and forging deeper connections with today’s digitally-savvy customers.
For decades, the true power of video in the fenestration industry was reserved for national giants with TV budgets – think Safestyle’s iconic “Buy 1 Get 1 Free” or Everest’s memorable “gales off the ales” filmed at the Tan Hill Inn. I saw the impact of TV advertising myself when running my own conservatory business in the 90s, but it remained out of reach for most companies.
Today, that’s completely changed. The rise of smartphones, high-speed internet and social media has made video accessible to everyone. What was once limited to multi-million-pound ad campaigns is now an indispensable tool for fenestration businesses of all sizes. Your customers are online, constantly connected and expecting to see what you’re up to.
Video is now mainstream, and if your content isn’t cutting through and engaging audiences, you’re missing out on the most powerful communication tool available.
At Purplex Marketing, we’ve seen how a well-crafted video strategy can transform a business’s profile. Whether you’re a fabricator, installer or systems company, if you have a story to tell – and every business does – you have the raw material for a campaign that can deliver real commercial results.
Beyond just “having” video: mastering diverse formats for impact
The competitive edge lies not just in using video, but in deploying the right types for the right platforms and purposes. Below are some of the types of video options we would recommend or can deliver for our customers.
- Corporate & brand films:
High-quality, professionally produced videos are vital for websites, presentations or brand pitches. These act as your digital handshake, building trust and credibility. They can be cinematic, showcasing your manufacturing, sharing testimonials or telling your brand story. - Raw, engaging social content:
Instagram Reels, TikTok and Facebook Stories thrive on immediacy. Use quick tours, time-lapses, “day in the life” clips or spontaneous Q&As. Minimal editing makes it more authentic. It’s about being relatable and human, not polished. - Interview and educational videos:
These build trust by showing expertise. Popular formats include thought leadership interviews, how-to’s or Q&A sessions. - Customer testimonials:
Nothing beats a real customer’s endorsement. Short clips from video testimonials often act as the “hook” in our paid social campaigns. For one installer client, this strategy consistently brings in around 800 qualified leads per month. Product demonstration videos are equally effective, helping customers visualise how something works or looks in real life. - Personalised video messaging:
Used by our own sales team, this tactic sends custom video messages via email or WhatsApp. Imagine explaining a quote or following up on an enquiry with a quick personalised video. It’s incredibly effective at building rapport and moving prospects closer to a sale.
The personal brand advantage
Many leaders in our sector are great at what they do but shy about appearing on camera. I get it; I’ve felt the same. But people buy from people. When you step in front of the lens and speak with honesty and insight, you become more than a name – you are a trusted face. And when customers are comparing suppliers, that can be the deciding factor.
Strategic investment for lasting value
This is where polished and raw approaches come together. A decent phone, good lighting and a clear message can go a long way. But to achieve consistent quality, elevate your brand and maximise long-term impact, strategic investment is essential.
At Purplex, we combine both. Our “content day” approach includes full professional video shoots along with authentic, phone-shot moments. The result is a bank of varied content that can be shared over months, from polished corporate videos to everyday social snippets.
Partnering with a full-service agency like Purplex means your video is shot and edited professionally, then carefully integrated into your wider strategy. That ensures consistency, impact and a compelling brand story that resonates.
For fenestration businesses that want to stand out and connect meaningfully with today’s digital-first customers, video is not a nice-to-have. It is fundamental. It gives your business a voice, a face and a powerful story.
To explore how we can help build your video strategy, get in touch at www.purplexmarketing.com.
