Marketing “Best Practice” now for the window industry

In recent years, the window and conservatory industry has seen a barrage of new regulations, tighter controls and new standards to maintain. It’s not just the window industry of course; most companies are being bombarded with new health and safety standards, the latest employment regulations or tighter controls from regulatory bodies.

While many argue that political correctness has gone mad, some of these standards can be beneficial to businesses and many forward-thinking companies are implementing “best practice” to embrace them and improve their business in an increasingly competitive market place.

Until now, Marketing Best Practice has been widely overlooked in the window industry; however that is now set to change. The Direct Marketing Association is one of the worlds leading authorities on direct marketing, and the organisation has a Code of Best Practice covering every aspect of direct marketing. The DMA work closely with government and industry to self-regulate direct marketing and improve standards as well as controlling government backed compliance standards such as the telephone and fax preference service. Breaching these standards can result in fines of up to £5,000.

Since all direct marketing activities – whether its direct mail, telesales, email marketing, or field sales/cold calling involves the use of data, companies should be aware of the latest guidelines, codes of practice and legal requirements. Becoming a member of the Direct Marketing Association will help companies ensure they comply, as well as improving their marketing results by implementing “best practice” in direct marketing. However, the application and approval process can be both lengthy and expensive, and ongoing compliance requirements can be time consuming.

The next best thing is to use the data and direct marketing services of an existing Direct Marketing Association member.  Insight Data has recently been awarded membership of the DMA, an accolade that commercial director Helen Costeloe-Hughes is delighted with; “We are the first and only data provider in the industry to be awarded DMA Membership. It involved a rigorous application process over several months, however it clearly demonstrates our commitment to the highest quality data, regulatory compliance and Best Practice which we believe is vitally important to our customers and the industry as a whole”.

The process included quality assessment, in-depth financial vetting, extensive customer interviews and feedback, and Office of Fair Trading approved compliance requirements.

Insight now joins companies such as Microsoft, HSBC Bank, British Gas, Yellow Pages, and BT as members of the DMA.

Insight can advise customers on all aspects of direct marketing and how to use the Insight database to maximise results. This includes advising on direct mail best practice and the latest on email marketing and telemarketing regulations. “Companies must be aware of how to use data, for example complying with the Telephone and Fax Preference Service as well as the Data Protection Act” explains Insight’s Data Manager David Lewis. “Although the Data Protection Act relates primarily to individuals rather than companies as far as direct marketing is concerned, any business that is a sole trader or partnership could fall within this criteria. For this reason Insight is registered with the Information Commissioner for Data Protection”.

Insight Data is now working closely with the Direct Marketing Association to improve quality standards and Best Practice, and provide the window and conservatory industry with the information they need to comply with the latest regulations, including a new range of publications and tools to assist customers.

For more information contact us on 01934 808293 or send us an online message.