Sash gets up on deck: Marketing plan for PVC-U decking includes ideal home show

Do you want decking?

The answer was yes or we’ll give it serious consideration at the launch of Fitritedecking and Fitritefencing from Sash UK.

The impressive launch event was attended by 150 invited guests, many of them already customers for windows, doors and conservatories. They got a two-hour presentation on the market potential and the strengths of PVC-U decking and fencing, after which a show area was unveiled for visitors to see the products up close. Some were quick to apply for a distributorship, while others considered the invitation over a buffet lunch.

The decking and fencing ranges have been developed by Veka Inc., the American arm of plastics giant Veka. ‘Veka deck’ has apparently enjoyed massive success in the US, and has passed weathering tests in remote locations. The fencing range includes decorative, privacy and semi-privacy designs, and the iron railing look can be achieved with blacks and greens. Decking installs like traditional lumber and Sash will supply both decking and fencing in kit form, pre-cut to the job specification. Powerwall galvanised steel support frames hugely increase design potential.

Cool for caravans

Sash has identified static caravans and holiday homes as a major market sector for decking. There are 330,000 static caravan holiday homes in the UK and each year 30,000 buy new homes, some of them very luxurious. A lively presentation by Louise Wood of the National Caravan Council persuaded many that caravans are cool – Kylie Minogue, Helen Mirren and some of the Manchester United players all own caravans.

Decking that doesn’t need varnish, can be cleaned with a hose, and self-extinguishes in the event of fire, will be popular with owners and caravan site planners.

The commercial market, swimming pools and hot-tubs are other obvious applications. PVC-U decking can cost anything up to four times as much as timber. Sash described its products as mid-priced.

Franchise-style operation

I have never thought windows are sexy. This product IS sexy.

‘In 20 years, I have never thought that windows are sexy. This product IS sexy.’ said Sash’s David Ruzicka, who was also frank about Sash wanting to give its customers another string to their bows.

The overall objective of the launch was to get potential installers/distributors who would each take on an exclusive designated trading area in the UK. This would be protected and policed by Sash to avoid any unnecessary price-cutting and subsequent loss of profit, as is currently being experienced in the window and conservatory market.

Sash is supporting the product and its customers with a lead-generating marketing campaign in consumer lifestyle magazines and a pledge to exhibit at the Ideal Home Show 2006. Sash is a founder member of NetworkVeka, which will also adminster an insurance-backed guarantee for installations. Comprehensive marketing support includes clothing and vehicle livery.

Positive reactions

I spoke to one London window installer who had signed up on the spot. He saw great potential in decking and fencing after having tried installing flat roofing, which he considered downmarket. A timber decking supplier was also very complimentary, but warned that the decking market is very competitive too.

Sash announces that companies have applied to take on 49 initial areas as installer/distributors as a result of the launch event. This entails each area company agreeing to contribute a minimum of £5,000 into a marketing fund. Sash UK Ltd has committed to match this amount to generate new leads for the whole of the group.

A comprehensive information pack about the product is now available, as is a list of confirmed official distributors/installers.