Marketing shouldn’t be the first casualty: Why businesses should keep investing in brand visibility

With the industry facing economic pressure, marketing budgets are often first on the chopping block. But according to Claire Rotheram, Founder of Out-Do Marketing, that’s the opposite of what should be done. Here’s her take on how fenestration firms can make their marketing work harder, and grow, even in toughest of times.

“In challenging climates, we see a pattern,” says Claire, “Businesses start looking for quick savings through cost control, and marketing often gets hit. That can have serious long-term consequences, because the minute you go quiet, your competitors get louder.”

Claire has worked with leading names across several construction sectors, manufacturing, fabricator, merchanting, and home improvement spaces, helping them re-energise their brands, sharpen strategy, and reach customers through smarter campaigns, driving dramatic commercial results.

“In the last 12 months alone, we’ve helped several clients increase market share, double enquiry rates, and in some cases, scale revenue and profit positioning themselves for acquisition.  Investing in the right kind of marketing – not necessarily more marketing, at the right time is a strategic choice and one that can prove very lucrative for the businesses involved.”

Marketing in a Downturn: Cost or Catalyst?

There are no doubts that trading conditions have become tougher. Installers are feeling the squeeze, and fabricators are competing harder for attention. But as Claire points out, that makes marketing more critical than ever, not less.

“Buyers are still out there, but they’re more selective,” she explains. “They’re looking for reassurance – who can they trust, who’s still innovating, who’s visible and active? If your brand disappears during tough times, people assume the worst. Staying front-of-mind gives you an ongoing competitive edge.”

A Whole-Market Approach

A strategic marketing agency specialising in the fenestration sector, Out-Do Marketing offers full-service support across strategy, content, digital, creative, and events, an approach that’s proven especially effective in the fenestration space.

“Most agencies offer generic packages,” Claire says, “but no two business are the same or have the same objectives. At Out-Do we know the buying cycles, the language, and the platforms that matter. We’ve built a team that understands this market from the inside out.  We don’t just churn clients and broad brush; we actively listen and work collaboratively on service packages so that every client gets exactly what they want.”

Out-Do Marketing services include:

• Strategic Planning & Consultancy – helping businesses clarify their goals and audience, and map out marketing that aligns with commercial targets.
• Brand Development & Design – from full rebrands to sales collateral, all tailored to specific business objectives.
• Digital Marketing – SEO, social, PPC, email campaigns and website design that convert interest into leads.
• Content Creation – compelling advertisements, editorials, case studies, and customer testimonials to tell your story with authenticity.
• Events & Exhibitions – planning and delivering impactful presence at national shows like FITShow, InstallerShow, regional expos and corporate events, taking care of everything from planning and event logistics, to maximising attendance and press coverage.
• PR & Industry Media – placing impactful articles in the right publications, award wins, and building reputations across trade and B2B audiences.

Testimonials That Speak Volumes

Their impact speaks for itself. One aluminium fabricator shared:

“We weren’t getting any cut-through before. Out-Do Marketing helped reposition our brand and fine-tune our messaging, and we saw more qualified leads in six months than in the entire previous year.”

Another systems house client noted:

“We’d never invested in events before. With Out-Do, we held an unbelievably over-subscribed corporate event that resulted in more conversations, leads, and partnerships than we could have imagined. It paid for itself within weeks!”

Claire reflects: “It’s incredibly rewarding to help businesses not just defend what they have, but to thrive. When we align marketing with business growth goals, the results can be transformational.  Simply put, Out-Do will make marketing work for you. We are a cost effective, proactive and results driven firm, who will unlock your potential by focusing on delivering the right messages to your target audience in line with your business objectives”

What Can Fenestration Businesses Do Right Now?

So, what practical steps can businesses take if budgets are tight, but visibility still matters?

Claire offers five clear tips:

1. Audit your current marketing – “Look at what’s really working for you. Don’t just cut across the board – be very strategic.”
2. Focus on consistency – “Even if you can’t post every week, regularity builds trust.”
3. Nurture existing customers – “They’re your warmest leads. Upselling and referrals are huge, missed opportunities.”
4. Plan ahead for events – “The best visibility doesn’t happen by accident. Get a 6–12 month calendar and a firm plan in place.”
5. Tell your story – “People buy from people. Testimonials, behind-the-scenes content, case studies, these all humanise your brand.”

Final Word: Marketing, done correctly, is a Growth Engine.

“Marketing isn’t just about logos or LinkedIn,” Claire concludes. “It’s about reputation, positioning, and growth. At a time when many are scaling back, those who stay visible will be the ones who come out stronger and will continue to lead their market.”

Whether you’re looking to generate leads, build brand equity, or attract better attendance at trade events, Out-Do Marketing is here to help fenestration firms stand out, and more importantly, win!