Upside versus downside: TV exposure - a useful showcase or a Drain on Resources?

‘Appearing as an expert on programmes such as Carol Vorderman's Better Homes, DIY SOS and soon, House of Horrors, can be a mixed blessing,' says Matthew Glover, a Director of West Yorkshire Windows and a founder member of Conservatory Outlet, who has appeared on several make-over and home improvement TV shows. ‘On the up side, you and your company receive recognition, ‘free' publicity, improved credibility, a few fun days out and, of course, 10 minutes of fame.

‘On the downside,' continues Matthew, ‘you have to be prepared to spend vast chunks of time on location. And not just time either. It takes £10,000 of materials, six men five days, tools and equipment that can seem, at the time, as if they might be better employed elsewhere because it's all at your own cost. And after all that, you have no control over what goes on air and what ends up on the cutting room floor.'

Repeating the experience

So why, after Better Homes appearances in Birmingham and Nuneaton in July 2001, Ossett, West Yorkshire in 2002, Warrington in April 2003, and on DIY SOS also in April 2003, was Conservatory Outlet keen to repeat the expensive experience when invited to appear on House of Horrors, filmed last September? The victims in this case were Mr and Mrs Jones, and Matthew's company was to supply them with a replacement conservatory when the people who had built their original one went into liquidation.

‘I'm not surprised they went into liquidation,' confesses Matthew. ‘They hadn't done a very good job, I'm afraid. Mr and Mrs Jones had spent over £40,000 on legal fees trying to sort it out. They were awarded £79,000 after an independent surveyor found 180 different faults with the conservatory. But Mr and Mrs Jones didn't get a penny because the company was in administration.

‘We've done several programmes now,' continues Matthew. ‘In Solihull, over 8 million viewers saw us build an impressive Edwardian-style conservatory that transformed the place. In Nuneaton we created a P-shape design with a glass roof incorporating Aqua-clean self-cleaning glass for them. Warrington was our fourth Better Homes conservatory.

‘Editorial TV' approach

‘One of the advantages of appearing on these programmes,' continues Matthew, ‘is the opportunity of putting out editorial TV. By that I mean you get to educate people about what's available in the way a magazine article or a brochure would, but this is information as entertainment.' He offers an example: ‘The self-cleaning glass episode. That made people realise they don't have to get up a ladder and clean it every week.'

The self-cleaning glass episode made people realise that they don’t have to get up a ladder and clean it every week.

Calculating the returns

‘The truth is,' explains Matthew, ‘it's up to you whether you make money out of it. We did, but not straight away. It's in no way a quick earner, definitely a slow burn. The latest programme, House of Horrors, was filmed in September 2005 and won't be seen on TV until April 2006. And while we are allowed to tell the trade magazines, the homeowner isn't allowed to say anything to anybody until it's been aired.

‘What amazes me most,' says Matthew, ‘is that in 2005 and 2006 we are still getting enquiries from people who saw us on Better Homes in 2002! In 2003 we sold £340,000 from this source; in 2004 it was £345,536. On that basis, after April when House of Horrors has aired, we'll be getting enquiries until 2009 or 2010. From the initial £859,820 it cost, it's not been a bad return on investment.'

Conservatory Outlet

Matthew remains confident of continuing sales from all sources. ‘Conservatory Outlet is continuing to develop a dealer network throughout the UK,' he says. ‘We're planning 20 members by the end of 2006 to cover the north of England and the Midlands first - then the rest of UK.

‘We are always seeking established, honest, ambitious businesses looking for growth,' he says. ‘As well as traditional sales support, leaflets and brochures and advice on designing their showroom, we also offer our members an excellent marketing package. This includes radio, television and press adverts, and the Internet too. And, as a Conservatory Outlet member, when you get a call from a TV makeover show, you'll know how to exploit it.