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Marketing Strategy Puts The Lift into Lift & Lock

A corporate branding and marketing programme has enabled a Shropshire business to secure major distribution for its unique products.

Shrewsbury based Lift & Lock was established in 2006 to exploit worldwide patents for a door handle locking device registered by two engineers and business partners, Phil Jones and Pete Heeley. Although the idea was conceived five years ago the company's success is now coming to fruition; thanks to marketing and e-business solutions provider BeVivid Ltd; through a sales and distribution deal with Millenco, one of the UK’s leading lock manufacturers.

Looking like a conventional door handle, the lift and lock concept works by a concealed trigger, situated in the integral lock of the internal handle, immobilising and effectively locking the door when the internal handle is lifted. The door may be opened from the inside again by moving the handle downwards whilst squeezing the trigger. No keys are necessary and the internal handle remains in the raised position showing the building’s occupant that the door is locked and secure.

Commissioned to develop a new ID and marketing strategy for the business as well as promotional literature, website and exhibition stands BeVivid Ltd determined the products' respective target markets. Lift & Lock handle sets, usually fitted to a uPVC or similar door on new build developments but also including models that fit old doors, are the products upon which marketing activity has and continues to be concentrated. This multi-point lock range has also achieved accreditation from Secured by Design, the UK police force initiative offering advice on the best way to secure domestic and commercial property through effective design.

Peter Riches, MD at BeVivid Ltd explains: "Working in partnership with Lift & Lock, as opposed to an outsourced supplier, is the key to their success. It has enabled us to develop a consistent approach to fulfilling their requirements, identify the relevant market sectors and act as a springboard to generating new ideas. We have helped them set up two areas of the business using two distinct products: 'LockGuard from Lift & Lock' targeting the retro-fit market via end users and installers, and 'Security Guard Plus' aimed at OEMs (original equipment manufacturers) and all new-fit markets. It is estimated that there are 25M locks sold in the UK per year so the retrospective and ongoing fitting potential is massive. The next step is to have Lift & Lock products specified by architects."

Phil Jones, director at Lift & Lock, said: "Although we are good at engineering, design, manufacture and day-to-day running of the business, we really needed expertise in getting our products to the right markets. BeVivid have been instrumental in identifying the respective market segments, with Peter effectively taking on the role of marketing director. Our first major success came at the recent Glassex exhibition where we generated interest well beyond our expectations. Millenco were not only impressed by the product but also the professionalism of our approach which helped to secure the distribution deal."

Pictured are (left to right): Phil Jones, director, Lift & Lock and Peter Riches, MD BeVivid Ltd.

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