Internorm: Online marketing doesn't have to be complicated

Internorm: Europe's Window Brand Focuses on Digital Marketing for Sales Partners

Over the past 91 years, the family-owned Austrian company Internorm has grown from a one-man metalworking shop into the largest international window brand. To date, the company has produced more than 27 million window and door units.

As Europe’s No. 1 window brand, Internorm has over 1,300 sales partners in more than 21 countries. Of these, approximately 330 are in Germany and approximately 280 are in Austria. Internorm categorizes these into different levels: Gold, First Window, Plus, and Standard.

The Challenges: Simplifying Online Marketing and Freeing Up Resources

Simple online marketing—straightforward and fast—that was the challenge for Internorm. The window and door manufacturer wanted to provide its local sales partners with a tool that would allow them to run online ads with minimal effort. Since a large part of the implementation and consulting had previously been handled by Internorm’s headquarters, the company needed to free up its own resources as quickly as possible and find a partner who could handle this area effectively and keep up with current trends and developments in the field.

Recruiting Amid a Skilled Labor Shortage: Support for Local Sales Partners

The other challenge was finding skilled workers during a time of labor shortages. Order books were full, sales partners were operating at the limits of their capacity, and the search for employees proved to be difficult and time-consuming. Internorm sought a way to make the recruiting process simple, efficient, and time-saving for its local sales partners.

The marcapo Marketing Portal as a Centralized Solution

marcapo tackles these challenges and provides the solution. Through the marcapo marketing portal, Internorm’s sales partners have access to a wide range of brand-compliant online marketing measures. This enables sales partners to book online campaigns easily, without requiring prior knowledge or significant effort. In addition, sales partners can take advantage of marcapo’s advertising consulting service, which assists them in selecting the various online marketing tools.  

Initially, the Internorm Easy Marketing portal will primarily allow sales partners to book online marketing campaigns. This means sales partners can utilize Google Search Ads, Display Ads, web banners, and social media ads for their own use. The social media posting service and online presence management are also available.  The social media posting service allows sales partners to maintain their social media channels with minimal time investment using pre-created, brand-compliant content. Posting templates and an editorial calendar save sales partners the effort of research and content planning.

In addition to the online measures mentioned above, sales partners are provided with EasyRecruit, an applicant tracking system that simplifies the employee recruitment process. Specifically, this means that pre-written, AI-optimized job postings are selected and published online in various locations via the HeyJobs platform to reach both active job seekers on relevant job portals and passive candidates through social media. The budget is automatically allocated to the most promising channels.

Expanding the portal to include additional countries is under consideration. So perhaps Internorm’s sales partners in Switzerland will soon be able to benefit from Internorm Easy Marketing as well. In addition, the implementation of offline marketing initiatives is being considered for the future.

On August 16, 2022, the testing phase began with selected pilot partners. The portal will be available to all sales partners in Germany starting December 1. This portal places a clear emphasis on the simplicity of the booking processes and the support provided by the advertising consulting team. The goal is to establish logical, fast, and user-friendly processes both at the central level and on the part of local partners.

Always-on marketing ensures sustained regional online visibility

The window and door manufacturer understands that online marketing may take some getting used to for its sales partners at first. To make the learning process as smooth as possible, an “always-on” package has been put together. It includes Google Ads, online presence management, and a social media posting service. Marcapo Advertising Consulting handles the complete setup of these three modules. This ensures a sustained, regional online presence for the sales partners—essentially a year-round “background buzz” of content on the web. In other words, it’s a comprehensive, worry-free service.