CASE STUDY: Ventrolla
Sector Specialist in supply and renovation of Sash Windows
Job function Marketing
Task Franchise Territory Analysis and Lead Generation
Ventrolla are the UK and Ireland’s market leaders in timber sash windows and casement window
renovation and performance upgrading.
With over 25 years in the industry, Ventrolla have a network of franchises and craftsmen who work closely with heritage professionals such as English Heritage, CADW and Conservation Officers.
In addition to the preservation of period features, Ventrolla’s work is well known for being eco friendly - an important aspect in today’s climate. Their unique draught proofing system – the Ventrolla Perimeter Sealing System (VPSS), helps to exclude draught & rattles and reduces energy loss.
Ventrolla had a growing number of franchisees and needed to increase the effectiveness of Territory Management across the franchise network; through identification of conservation areas for lead generation purposes.
The system also needed to differentiate the territories between ‘core and loan’ and assist with planning.
In addition to the above, the system was selected to help identify areas of ‘nil return’ for individual campaigns and therefore contribute to longer term marketing strategy.
Fundamentally there was concern regarding the marketing spend at the time and Ventrolla needed a solution that would allow them to segment the market and tailor marketing activity more accurately to reduce spend and increase return.
Geoplan presented a bespoke solution for Ventrolla consisting of GeoAnalyser, supported by Census Data at Output Area for greater detail, and Geopoint XT Unit Postcode Points to ensure optimum accuracy.
This solution is now a key tool within Ventrolla Head Office and the value derived is visibly increasing over time as the company evolves.
In addition to the key areas identified at the initial purchase, the solution is also used to feed and plan Door Drop Campaigns through the bespoke Postcode Address File (PAF) Macro, and used in direct support of the franchisees through the creation of territory maps.
Ventrolla also use the solution to assist with recruitment by monitoring customer density to indicate where additional resource is required.
- Increased return on investment.
- Reduced wastage.
- More targeted localised strategic planning process.
- Improved geographic efficiency of mailings and door-drops.
- Effective resource allocation.
Having the Geoplan system greatly helps my marketing team to develop their local knowledge
for each of our franchisees areas, across the UK, and therefore further aids us in preparing localised
marketing strategies. Without it we wouldn’t be able to drill down into our data geographically, which is essential for a franchise business.