Whatever you think about the Double Glazing and Conservatory Ombudsman Scheme (DGCOS) you can’t argue that this new organisation has made a big impact in such a short period of time.
In the last couple of weeks there’s been high profile TV appearances, threats of legal action against the BBC, press releases and articles springing up all over the internet (including on the Energy Saving Trust website) and quite a lot of debate on the GlassTalk website (not all of which is entirely accurate).
It is very welcome news that six representatives of the DGCOS are attending GlassTalk next Thursday at Walton Hall to talk to members of our industry, some of which are confused and sceptical about the scheme (and I include myself as one of those individuals). I have emailed Tony Pickup and suggested that I am keen to have a chat with him about the scheme to help me overcome some of the concerns I have, and I await his reply.
If the scheme is a genuine attempt to ‘repair the industry’s reputation’ then I would support it. Why wouldn’t I?
Indeed, although I have concerns about the scheme I feel I must say how impressed I have been with the PR and marketing campaign they have employed. And I feel the Glass and Glazing Federation (GGF), which my company is now a member of, should recognise and learn lessons from their marketing strategy.
Firstly, employing Nick Ross (the former Watchdog presenter) as the face of the DGCOS is a master stroke. I’m confident that most consumers will see this as a safe endorsement of the DGCOS by a respected proponent in the battle against rogue traders.
The following video has a strong message for any consumer who is worried about which double glazing company to choose:
The website is well constructed also. It is easy to navigate, designed to appeal to consumers, and will start ranking on search engines in the long run (although I doubt it is getting much search engine traffic at the moment).
Take a look at the website at www.dgcos.org.uk as it’s very good. They’re even pushing consumers to fill their details in if they’re looking for a DGCOS accredited installer. I assume the leads generated are passed to their nearest installer. As a GGF member, I’m still awaiting the first lead to be passed to me, so this is a sensible move by the DGCOS.
In comparison, the GGF website is stuck in the Twentieth Century:
The GGF website is badly designed, poorly constructed and is doing NOTHING for its members. Take a look at:
Last year, I was invited to sit down with the board members of the GGF to discuss their website and I explained and demonstrated the problems with the existing website and improvements that needed making. I recommended starting again and rebuilding the whole website in a format that ranks well on search engines, and really sells the benefits of consumers choosing a GGF member. The ironic thing is the GGF website has a high Page Rank with some quality links to it, and with a bit of work could be top of the search engines for many of the key phrases consumers seach for. At the moment, the GGF website will get very little traffic in comparison to websites like Conservatory Outlet, Anglian, Conservatory Land, Safestyle etc.
If the GGF website was generating leads, and demonstrating to consumers the benefits of choosing a GGF member, then both the GGF and its members would benefit.
Unfortunately, despite interest at the time (and I accept I was slow at emailing a proposal) nothing came of the meeting I had, and the GGF website has not improved in the meantime.
In light of recent developments, I feel that now is the time for the GGF to stop thinking about it and start acting. The website needs an overhaul and this means an investment in it. Without sounding arrogant, I feel I have more knowledge in this area than most in the industry and I offer my services and advice to the GGF if required. The GGF website has so much untapped potential!
And, in general, the GGF needs to start leading the way in getting the message across to consumers that purchasing new windows, doors and conservatories from reputable companies is a safe and rewarding investment.
