Selecta Systems have rounded off, what can only be described as a fantastic year, by being voted Systems Company 2017 at the National Fenestration Awards 2017. So, why is it, that a business that celebrated its 35th anniversary earlier in the year, are now beginning to win accolades and be firmly recognised as one of the fastest growing and most progressive PVCu window and door system extruders and suppliers in the industry? Sales Director, Andy Green, and Marketing Manager, Mark Walker, who have over 50 years of loyal service between them at Selecta, talk openly and honestly about the whys and wherefores behind the Selecta renaissance.
“Firstly, we are absolutely thrilled to be voted Systems Company 2017 and would like to thank everyone who nominated and voted for ourselves, as this award really does mean a lot to everyone at Selecta. The great thing about the NFA’s is that all the awards are nominated by and voted for by your industry peers, which for me, there is no greater recognition than from those that work in the industry, day in day out, so thank you again. The award also epitomises and recognises the amount of hard work that the team have put in to win this accolade. It truly is the icing on the cake for what has been a fantastic year for Selecta!” said Andy.
It is quite clear that Selecta’s presence and activity in the market has grown considerably over the last couple of years, as has the popularity of the Advance 70 Window and Door System and the service and support package of which Selecta provides. The NFA Systems Company 2017 award endorses this, combined with perseverance, hard work and a positive swing in market perception.
Mark explains the approach behind the resurgence, “A couple of years back the perception of Selecta and the Advance 70 System, outside of our own fabricator customer base, was misguided and there was an obvious lack of understanding and naivety towards Selecta, our products and services. The qualities, versatility and value of the Advance 70 Window and Door System, its associated products and our comprehensive service and support packages were not very well represented, and so this led to an overhaul of our marketing strategy and plan. We set about a more direct and open approach, promoting the real values, flexibility and benefits of being part of the Selecta family – a campaign based on Selecta being the only UK based independently and family owned PVCu System House, our company values and ethos. It also enabled ourselves to promote the real potential and stimulating proposition of fabricating and installing the Advance 70 System alongside this well-equipped business that has supported its customer base so well over the last 35 years.”
Not only have Selecta changed the way they present their selves to the industry through what they say and do, but they’ve also changed the way they look with some bold rebranding. Mark describes the rationale behind this move.
“The idea was to be different, bolder and modern when it came to the look and feel of the branding and materials. From a rather bland white to a bold, sleek and modern black enabled the products logos to really stand out! It demonstrated quite a visual change to how Selecta were originally seen and so sat nicely within the marketing strategy, plan and promotional materials.”
The change in perception and positivity surrounding Selecta and the Advance 70 System, has not only resulted in the business being voted Systems Company 2017, but also had major impact on the number of fabricators now converting to the Advance 70 System and choosing to #bepartofthefamily, as Andy highlights.
“By the end of 2017 a total of 50+ fabricators have been converted to our Advance 70 System. This is an amazing achievement when you consider that the industry as a whole was, reportedly, between 5 and 15% down over the year. We have really opened the industries eyes in to what Selecta has to offer whilst attracting a broad array of customers of all sizes. Having customers visit our site, meet and greet the Selecta ‘family’ and leave totally impressed with the state-of-the-art extrusion and distribution facilities has been immensely satisfying. I’m not too sure what people are expecting to see when they arrive, a dated backstreet Birmingham factory maybe, but they leave Selecta Avenue almost surprised but intrigued.”
“Winning Systems Company 2017 on the back of converting a record number of fabricators really demonstrates the progress we have made and puts Selecta and the Advance 70 System firmly in the spotlight. I would personally like to thank everyone involved in our recent achievements, which are already looking likely to continue well in to 2018, with an order book of conversions filling up rapidly!”
Selecta Systems certainly go in to 2018 with optimism and enthusiasm as they look to build further on one of the industry’s biggest success stories of 2017. Fabricators, installers and specifiers, it’s time to #bepartofthewinningfamily
Written by Mark Walker, Marketing Manager, Selecta Systems