How Atoom13 Builds a Strong Brand by Supporting Their Dealers

In an industry not typically known for flashy branding or content marketing, Atoom13 stands out. With a name that nods to the 13th element on the periodic table (yes, the 13th element = Aluminum), and a philosophy rooted in honesty, safety, comfort and collaboration, the company demonstrates how also technical sectors can build stronger partnerships and increase revenue by offering reseller marketing or ... maybe better suited for the sector: dealer marketing.

In this interview, Frans discusses the importance of supporting local dealers, explains why he views local marketing as an integral part of the complete customer journey experience, and describes how partnership-driven thinking is enhancing the visibility of Atoom13 and highlighting the benefits of Aluminium-door-and-window frames to end-consumers working and living in the geographical regions surrounding their dealers.

The Origin of Atoom13

"We get that question a lot: where does the name come from?" Frans laughs. "The 13th element in the periodic table is aluminium. That’s our main material. It made sense, and it stuck." The name Atoom13 sets the tone: simple, clever, and authentic to what they do.

But Atoom13 is more than a name. Since its founding in 2013, the company has steadily grown by focusing not just on product excellence, but also on helping dealers stand out in their local markets. "We don’t just sell. We think along. We support. That’s what builds trust."

Supporting Dealers Where It Matters Most

Many of Atoom13’s resellers are local entrepreneurs who not only advise consumers on wooden, steel, uPVC (plastic), and aluminium door and window frames but also install them. These dealers face constraints such as limited time and marketing capacity, yet they have a strong need to attract quality leads.

"They ask us: how do I get the right people into my showroom? Not just anyone. But people who are serious," says Frans. "And how do I make my business more attractive to them?"

Atoom13 stepped in to help. Aided by Embrosa, the company tested local marketing support that goes beyond the product, including hyper-local advertising aimed at generating visibility and smart campaigns tailored to the style and audience of each individual dealer.

The early results are promising: a spike in visibility and online traffic to the dealer websites, some high quality leads and even orders.

Marketing as Part of the Product

In Frans’s view, marketing isn’t a separate service. It’s part of the total value Atoom13 delivers. Atoom13 supports their dealers in:

• Positioning their showroom and expertise
• Sharing quality content on social media
• Explaining the product with clarity and professionalism

"It’s not about one campaign. It’s about how your business comes across every day."

This integrated view means dealers aren’t left alone to figure out marketing. They become part of the Atoom13 customer journey, helping end-consumers choose aluminum over wood, steel, or uPVC (plastic). And directing end consumers to book an appointment with the Atoom13 dealers. This approach works for Atoom13 and their dealers.

Partnership Over Push

Frans is clear about what makes this approach work. "We’re not pushing our ads onto our partners. We’re building something together them. We personlize the ads, integrate their identify into the campaigns. Co-branding Atoom13 next to the local dealers. This partnership-approach works." That long-term thinking has led to a different kind of relationship with dealers. One based on shared growth.

"Our product is aluminium, yes. But our brand is about trust." By listening, co-creating, and adjusting based on feedback, Atoom13 ensures that marketing is not an afterthought, it’s embedded in the way they work.

A Quiet but Confident Brand

Atoom13 shows that you don’t need loud branding to make an impact. You need consistency. Relevance. And strong Partnerships with Dealers: A willingness to walk alongside your partners. The company is growing steadily, with resellers that reflect the values of Atoom13: Honesty, Comfort, Safety

Whether you’re in window frames, optical frames, beauty products, or the franchise business, the takeaway is the same: strong labels don’t just advertise their own brand; they build partnerships with their resellers and give them center stage, whether those resellers are salons, dealers, showrooms, or shops.

📍 Want to see how Atoom13 brings local dealer marketing to life?
Watch the full Embrosa Talks interview with Frans Seijsener now!