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Superior Steel Screens’ secret of success

Brisbane-based company Superior Steel Screens is harnessing the power of the internet, which now generates almost half of its sales of shade, privacy and security screens.

Almost 40 per cent of the company’s leads come from the internet and in the five years since it started its national campaign, annual turnover has tripled.

This spectacular growth has allowed the company to spread its wings and venture into overseas markets such as Malaysia and New Zealand.

Established in 2001 by Andrew Turnour and Des Leahy, Superior Steel Screens began with just six distributors and now runs a network of 22 national and international distributors and franchisees.

The company provides a range of stylish, versatile screens offering privacy, shade and security for commercial and residential buildings.

The screens are used on windows, arches, carports, pergolas, spas, patios, gates and fences.

All Superior Steel Screens are made from COLORBOND® steel, ZINCALUME® steel or Stainless steel, sourced through distributor Smorgon Steel.

According to Production Manager Rita Turnour, the secrets to the company’s marketing success have a lot to do with advertising in a wide cross section of media such as magazines, television, radio, the Yellow Pages and on five different websites.

“Our franchisees, particularly in Brisbane, Western Australia, the ACT, Townsville and Bundaberg, have all shown solid growth due to a combination of product promotion and the suitability of Superior Steel Screens products for any climate,” Mrs Turnour said.

The company uses steel for its screening products because it is stronger and more durable than competing products such as aluminium and timber. As well, screens are available in the full range of COLORBOND® steel colours.

Superior Steel Screens’ product range includes diamond and square lattice, slatting in widths ranging from 28mm MiniSlatting® to 55mm MaxiSlat®, shade structures, fences, louvres and awnings.

If a designer-look fence is required, Superior Steel Screens can offer fencing and gate louvres in several styles to meet a customer’s ventilation, shading, décor, security or residential requirements. All work is done at the Brisbane warehouse before being delivered to distributors and franchisees.

“Among our most popular products are our window screens,” Mrs Turnour said.

“Houses today are being built closer to each other, and people want to maintain privacy. Some councils now have regulations in place to enforce privacy screening.”

Superior Steel Screens will be releasing additional screening products made from COLORBOND® steel in mid-2007.

The company is a member of the STEEL BY Brand Partnership Program.

“We joined the program to gain national recognition for the quality of our products, and to inspire our franchisees with the small business success stories we read in BlueScope Steel’s Steel Edge and STEEL BY magazines,” Mrs Turnour said.

Superior Steel Screens operates with only one distributor per city, and is looking for four or five more franchisees in Wollongong, Cairns, Mackay, Port Macquarie and Bathurst.

For more information contact Superior Steel Screens on 1300 766 799 or Get in Touch Here.

See the full article in Steel Edge magazine.




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