What do Good Housekeeping, House Beautiful and Sainsbury’s Magazine have IN common?
February 12, 2018
Independent Network has been advertising in three of the UK’s favourite magazines.
For the benefit of member companies across the country, Independent Network ran a series of adverts and inserts in Good Housekeeping, House Beautiful and Sainsbury’s Magazine. Titles which have a combined average monthly circulation of 1,023,765.
As part of the campaign, carefully considered scheduling saw IN appear in Sainsbury’s bumper November issue, when average monthly circulation leaps from 139,442 to around 250,000.
VEKA Group Marketing Director Dawn Stockell explains: “Independent Network continues to invest in major marketing activities to support our hard-working member companies. We targeted magazines whose readership demographic aligns with IN’s own customer base, to further build brand awareness for the Network across the country.
“The adverts in Sainsbury’s and House Beautiful featured the Network’s ten-year insurance-backed guarantee message alongside striking and aspirational Bi-Fold Door imagery, while the insert we produced for Good Housekeeping covered windows, doors and extensions.
“Bi-Fold Doors were chosen for the full page ads for a number of reasons; they are impressive products that make a big difference to any living space, they can be installed as a ‘stand alone’ home improvement and so can be a ‘quick win’ for installers to fit in among other larger jobs, VEKA Group’s Imagine Bi-Fold Door has a host of fitter-friendly features, and – most importantly – these products remain very popular with homeowners. Last year, in the UK, the term ‘BiFold Doors’ was searched online an average 40,358 times per month.*
“The Independent Network office has already received numerous enquiries as a result of the adverts, which we’ve distributed to local members. But the overall aim was much more than direct lead generation: we are striving to continue building the brand even further than we already have. Independent Network’s brand awareness was virtually doubled between 2017 and 2018 and we’re determined to carry on spreading the message far and wide – so that our members are the first ‘port of call’ when homeowners decide to improve their properties.
“Last year, The Independent reported that ‘we are officially becoming a nation of homeowners that stay put and alter. In fact, in the last four years, there has been a five-fold increase in the number of homeowners choosing to remain in their property and carry out home improvements rather than moving on.’
“And according to John Lewis Finance**, more than 60% of the nation has some sort of project in the planning – but haven’t yet carried it out.
“We want to make sure that the Independent Network brand is at the forefront of people’s minds, as soon as they decide to take the plunge with high quality home improvements.”
Amy Ramshaw of Tyne and Wear-based NE&C Windows and Doors ltd was impressed with IN’s approach; “We saw the ads during a visit to the Independent Network office before they went out to the public. It’s an excellent way to reach customers, especially at Christmas when many of us like to throw the Sainsbury’s magazine into our trolley during our Christmas food shop. As a member of IN, we appreciate the advertising the organisation does on behalf of members – securing space in major consumer titles that might not otherwise be attainable for independent, local companies like us.”
Ross Heaver from Heavers of Bridport agreed: “One of the things we’ve always liked about Independent Network is the national awareness that the brand is getting. So regardless of whether you’re big or small, you’re still getting that vital national coverage.”