The Roto Newcomer Campaign: Joint path to success

Roto’s focus is always on the customer. The company’s level of dedication to this topic can be seen, for example, in initiatives such as the Roto Newcomer Campaign, implemented in 2015 and 2016, This allowed Roto to acquire long-term customers from competitors.

Roto as dealer and trades member partner

“Roto is seen by its customers as a reliable partner and high-quality roof window supplier”, explains Katharina Kulus, head of Roto Roof and Solar Technology PR & Content Marketing, at the Berlin International Trade Press Day.

And the customer base is growing: “Even tradespeople, who have been working with other manufacturers for years or decades, are switching to Roto. Anyone who changes their habits after such a long time to try new things does so for good reasons.”

Newcomers increase their sales with Roto

“We have provided targeted support for 300 companies per year, who were looking to drive a significant increase in their sales with Roto.

The principle: The higher their four-month campaign period sales with Roto products, the greater the opportunity to be amongst the winners at the end”, explains Stephan Hettwer, Customers and Markets Director.

In two years, almost 600 operations have participated and generated almost three million euros in additional dealer sales  as well as increasing their internal sales accordingly.

The gain: attention, customer proximity, new orders

Each of the year’s winners received an attractive marketing package from Roto. This first included a professional photoshoot.

Roto then used the resulting picture data to create for each operation a customised image brochure, various advertising templates, a large construction site tarpaulin as well as a billboard which was on display in the operation’s area for four weeks.

As a special highlight, every winner was presented on two double pages in the large “Newcomer des Jahres 2015” (2015’s Newcomers) image book, of which each winner also received two copies.

“We help our customers present their services and expertise in the best possible light. It is about the customers, not us – that's why we advertise for them, rather than for ourselves”, says Katharina Kulus.

“Participation paid off!”

The winners were absolutely delighted with the campaign: “For us, participation definitely paid off”, says Marcel Streubel from the Burgstädt, Saxony roofing company Streudel.

“The billboard campaign was a complete success! The fantastic oversize images, which were positioned throughout our area, meant that we were proverbially on everybody’s lips and were then approached by a huge number of people. Great advertising!” Lasse Kutzbach, general manager of Viellechner Dachdeckermeister GmbH in Berlin, is also impressed.

For him, the Newcomer Campaign proves: “The company doesn’t just promise to be close to the customer, it genuinely is just that. A very positive experience.”

That is probably also the reason why Lasse Kutzbach joined forces with Roto at the Dach + Holz 2016 exhibition, where he personally consulted with potential new customers and shared his experiences with them.

“It was great fun”, he remembers. “Maybe Roto should consider further development and get newcomers that they have won over ready for a ‘Customers Acquire Customers’ campaign!”

Listen closely and satisfy customer requirements

For Roto, this is a matter of course: “We decided not to define the partnership in such a way that we are explaining to pros how the world works”, explains Christoph Hugenberg, Chairman of Roto Roof and Solar Technology.

Rather, we listen to what the pros expect and then implement their requirements. This is not just the case in Germany, but has been an intensive focus in all the relevant countries.

The “close to the customer” strategy, which is based on this principle, extends to products, sales, service and marketing in equal measure. “This is what distinguishes Roto.”