How Cross Channel Marketing Drove Record Growth For a Leading UK Glass Manufacturer
Client
Specialist Glass Products
Location
Huddersfield, England
Sector
Glass Manufacturer
The Goal
Specialist Glass Products is one of the UK’s leading suppliers of curved, flat, and structural glass. They offer bespoke glazing solutions to businesses, contractors, and trade professionals. Their ability to manufacture oversized glass in sizes up to 3210mm by 6000mm is a capability that few others can match. SGP appointed Fishtank Agency back in 2019 to raise their brand profile and increase turnover by positioning them as a leader in the glass manufacturing industry.
The Challenge & Strategy
SGP was already considered a trusted supplier of flat, annealed, and structural glass, but they wanted to promote their hero product – curved glass. We were tasked with promoting their unique capability to produce large panels of curved glass at scale. The goal was to secure coverage in local, national and trade publications while boosting organic search visibility.
With a clear mission and unique selling point, we created a cross-channel marketing strategy delivering all aspects of the marketing mix, such as digital PR, SEO, social media, and newsletter creation. We built strong relationships with trade publications, such as Glass Times, UK Manufacturing, Glass and Glazing Products, and Building Design and Construction Trades. We used the media monitoring tool, Response Source, to identify relevant Journalist requests and ensure we were the first to respond with a unique angle on a requested topic. This allowed us to quickly establish trust with Journalists, who now consider us a reliable source and approach us directly for information and insights.
SGP are innovators who are always looking for ways to stay ahead of the competition. This includes the investment in state-of-the-art glass processing machinery to support their sustainable manufacturing processes, improve lead times, and attract new business. These advancements in technology provide SGP with a point of difference from their competitors, who are reluctant to step away from their day-to-day practices.
SGP’s substantial investment in their factory made the headlines in the recent press release: “Yorkshire-based manufacturer invests £1.75m in factory and equipment.” This was supported by an accompanying blog post published on their website, which provided a clear linking opportunity for Journalists who were looking to offer their readers more context on the business.
This campaign epitomises how traditional PR can be used to improve brand reputation, organic, and AIO visibility. It resulted in 16 pieces of coverage across industry, sector, regional, and business publications with a total reach of over 261,000. It had a notable impact on their performance too; organic search users increased by 5% and referral traffic by 8% in the week following the coverage.
Consider Client Priorities
Our collaborative approach with clients allows us to identify notable business news, including confirmed projects, new hires, accreditations, and awards. We plan marketing activity for the upcoming quarter based on performance from the previous quarter.
Apply Topics To All Marketing Channels
We also consider industry trends, competitor performance, and client priorities. Understanding if there will be significant developments in their business presents an opportunity to prepare relevant promotions. As we manage their entire marketing mix, it’s essential to ensure all activities complement one another to maximise reach and impact. For example, we align social media posts and newsletter promotions with the case studies and blogs published on their site.
Coverage That Leads To Conversions
Over the years, we have launched many successful campaigns, which have collectively impacted their overall brand reputation and online visibility. As a result, SGP has acquired some complex and impressive projects, such as the manufacture of curved, toughened glass for the iconic Top of the Rock observation deck in New York.
The Results
The following results demonstrate how a cross-channel marketing approach builds momentum over time and, when done right, can deliver a significant return on your investment:
• 102% increase in overall traffic to the site
• 208% increase in organic keywords
• 180 pieces of coverage in regional, national, and trade publications
• 100% increase in overall goal completions – e.g, forms and calls.
• 7 award shortlists and 2 award wins (writing and submission of 10 award entries. SGP are now a part of The Manufacturer 100 as an exemplar)
Data: Sept 2018 – 2022
More recently, Fishtank Agency was entrusted with the design and development of SGP’s new website. The professional design, refreshed branding, and updated content are a reflection of their position in the market. Since the launch in January 2026, SGP has acquired 187 new keywords with strong commercial intent and have experienced a 51% uplift in engagement when compared with the previous three months.
Working with Fishtank Agency has been a huge help in the growth of our company. Through the positive and numerous online features they have produced for us, our customer base, network, and our credibility has increased significantly. Notably, we have also consequently received several awards, which are recognised by our industry peers.
Andrew Taylor, Managing Director
Specialist Glass Products
