Glass, Ceramics & Concrete

Industry Update: 16.01.2021

Vertical: Glass, Ceramics & Concrete
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Glass, Ceramics & Concrete, what are we seeing?

We are seeing significant demand for glass, ceramics and concrete as the public and private sector begin to focus on the delivery of new and existing projects. Not surprisingly there is a renewed interest in British manufactured products which have less distance to travel whilst helping invest in the UK economy at a time when the pandemic has made a global recession more likely. Despite the short term hiatus in new project commissions, we are seeing significant clawback against year to date deficits with many trades reporting record bookings in recent weeks as the lockdown conditions ease further and buyer confidence returns.

What do these businesses need to do now?

1. Adjust your business targeting

We are seeing significant changes in targeting as supply and demand pivots as a result of COVID-19. We are seeing UK manufacturers adjust their production for high demand sectors of the market including critical infrastructure projects. Overseas demand is turbulent and subject to a spectrum of logistic and economic challenges, but demand does exist in places… local demand is very high and expected to maintain or increase. Now is the time to double down on identifying and supporting domestic market opportunities.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Set out how you have adjusted to a post COVID-19 World. Be clear about how you can help in high demand sectors. We are seeing manufacturing and industrial suppliers accentuating flexibility, speed, quality and any additional advantages.

4. Revise your messaging

Because this sector is evolving very quickly, it is important that your messaging reflects how your business is reacting. Focus on how you can help your customers and prospects with solutions to the challenges that COVID-19 is throwing up. Touch on capturing and servicing unmet demand. With high demand products and services, talk about service levels and accentuate on flexibility and turn-around. And if it’s made locally, then proudly state this – we believe that this could become a premium message that will out-last the Coronavirus crisis. Set out attractive commercial terms if able. Budgets are a challenge right now.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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