76 Industry News Also online at www.dijonline.co.uk Door Industry Journal Summer 2026 Automatic Doors, Access Control & Smart Security There are encouraging signs that many organisations recognise this. Recent industry research suggests marketing investment is expected to increase despite ongoing economic uncertainty, reflecting a growing recognition that visibility and brand strength remain critical drivers of business growth. “One of the biggest mistakes organisations can make is disappearing from view when conditions become more difficult. Visibility creates confidence. Confidence creates opportunity,” states Ken. Marketing should not be viewed solely as promotion. It is about education, engagement and leadership. Technical content, thought leadership, case studies, training events, webinars and industry collaboration all help reinforce credibility and demonstrate value. The question businesses should ask is whether they can afford not to market themselves while competitors remain visible. THE ROLE OF MANUFACTURERS IN DRIVING GROWTH Original Equipment Manufacturers (OEMs) have a particularly important role to play in supporting growth across the entrance systems sector. Manufacturers often sit at the centre of innovation, technical development and product advancement. Their investment decisions can have a significant influence on the wider market. However, their role extends far beyond simply bringing new products to market. To drive sustainable growth, manufacturers need confidence in their product ranges and a clear understanding of where future opportunities lie. That requires continual assessment of product lifecycles, identifying where products continue to meet market needs, where ranges may need rationalising and where investment in new product development can deliver the greatest value. “Product development should never happen in isolation,” reflects Ken. The most successful manufacturers are constantly gathering intelligence from customers, installers, specifiers and the wider market. They are looking at what people want today, what they are likely to need tomorrow and where challenges are emerging.” Understanding customer wants, needs and aspirations has become increasingly important as building requirements evolve. Issues such sustainability, for example, continue to shape purchasing decisions and specification requirements. Manufacturers that actively monitor these trends are often better placed to anticipate demand rather than simply react to it. “In many respects, this is where marketing becomes far more than a communications function. Good marketing is about insight. It’s about understanding the market, identifying opportunities and using that intelligence to inform business decisions.” This intelligence can then be used to shape product strategies, guide investment decisions and support future innovation. “The strongest businesses are constantly listening,” he continues. “They are gathering feedback, analysing trends and using that information to evolve their offer. That might mean adapting existing products, developing entirely new solutions or grouping products differently to better address customer challenges.” This approach has become increasingly important as customers move away from purchasing individual products and towards seeking integrated solutions. “Customers rarely wake up looking for a product,” Ken adds. “They are looking for a solution to a problem. The manufacturers that understand those problems and design their offer around solving them are often the ones that create long-term growth.” LOOKING AHEAD Economic cycles are inevitable. Markets rise, markets fall and external factors will continue to influence the operating environment for every business. The challenge for leaders is not to predict every change but to build organisations that are resilient enough to adapt. That resilience comes from maintaining a clear strategic focus, investing in people, understanding customer needs and continuing to innovate even when conditions are difficult. For the entrance systems sector, there remains much to be positive about. The need for safe, accessible, secure and compliant entrance systems is not diminishing. If anything, the importance of these considerations continues to grow. “The opportunity for all of us is to ensure we are ready to meet those needs, not only when conditions improve, but while the challenges remain,” concludes Ken. “The businesses that achieve that balance will be the ones best positioned to lead the next phase of growth for our sector.” To find out more about ADSA membership, training, qualifications and the work being undertaken to support standards, competence and growth across the automatic door industry, visit www.adsa.org.uk > Continued from the previous page > ©FAAC - EDF Sunderland ©Record UK - Kings Cross - DURAPOD 100
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