Door Industry Journal - Winter 2021

Also online at: www.dijonline.co.uk 76 THE door industry journal winter 2021 Domestic Garage Doors New Videos are Effective Selling Tool for SWS UK’s Distributors Continuing to lead the way in digital innovation, SWS UK has recently released a series of professional videos designed to highlight the advanced engineering behind the manufacturer’s Seceuro product range. SWS UK’s first video production focussed on the company’s LCPB approved and Secured by Design roller garage door, the SeceuroGlide Excel. The Excel was the first roller garage door in the UK to receive LPS1175, SR1. Products tested to this level provide a level of resistance to opportunist attempts at forced entry, using bodily physical force and a limited range of hand tools, including those that create noise. The Excel achieved the rating by passing a series of timed attacks which go beyond the requirements of doors with lower or no security rating. This included a more vigorous, violent attack with no restrictions on how much noise could be made during the test. Released in September, the video was professionally shot at SWS UK’s on-site test facility where the door was once again put through its paces in a series of controlled attack tests, replicating break-in methods used by the LPCB. Consisting of three individual tests; Cut, Push and Lift, the door withheld the attacks, meaning entry was not gained by the would-be intruder. During filming the same attacks were performed on a generic competitor door, with the results speaking for themselves. On each of the cut, push and lift tests, the generic door failed within one minute of the attack! Commenting on the SeceuroGlide Excel attack videos, Commercial Director Martin Fletcher said: “Roller garage doors are visually very similar from all manufacturers, so it was important that we found a way of highlighting the security benefits behind the SeceuroGlide range, and in particular the LPCB approved SeceuroGlide Excel. Creating videos that featured the testing of the Excel alongside an inferior competitor door provides a strong, visual comparison of how each door performs when subjected to typical break-in methods. We hope the video can be used to demonstrate the SeceuroGlide difference whilst highlighting SWS UK’s commitment to providing the very best in quality products and leading manufacturing practices.” A second video was released in September of this year, starring the SeceuroGlide Original, the industry’s first insulated roller garage door and SWS UK’s best-selling garage door. The fly-through animated video illustrates the door’s selling points and unique, key features, which can sometimes be difficult to demonstrate with traditional marketing tools such as brochures and photography. Marketing Manager Chloe Wiggins said: “Living in a digital age means many consumers will use the internet when researching new products for their home, and that’s particularly true for larger ticket items such as a new garage door. At SWS UK we have recognised the requirement for strong, online content and we are thrilled with the impact our new videos are already having on the market. Distributors have told us that having a visual tool has been a game-changer when trying to explain the differences in quality, safety and security between an SWS product and cheaper alternatives. We have some exciting plans for further investment in digital marketing and can’t wait to share the details with our distributors.” Following the success of the videos already released by SWS UK, the forward-thinking company are in the process of creating digital content across more of their products and will be contacting their distributors with details next month. To subscribe to SWS UK’s YouTube channel, or to watch their existing videos, visit YouTube.com and search SWS UK.