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W&D Weekly
October 1, 2014
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The Latest
Masco Spins Off Installation Division

Masco Corp., parent company of Milgard Windows & Doors among other building product companies, is spinning off its installation and services businesses into an independent, publicly-traded company called Services Business. Read more...

AMD and Remodeling Shows Coming this Month

It is show season for the window and door industry, with both the AMD Annual Convention & Tradeshow and the Remodeling Show on the calendar this October. Read more...



More News
Gates Promoted to COO of Western Window Systems
PH Tech Expands Sales Territory into the Western United States
Alside Opens Supply Center
Sunrise Windows & Doors Stars in Home Improvement Show
The Talk

By Emily Kay Thompson
Did you know that October is National Energy Awareness month? It’s also the month when we bring awareness to issues including breast cancer, AIDS, lupus and CyberSecurity. And on a much less serious note, October is National Book Month, Adopt-A-Shelter-Dog Month, and Vegetarian Awareness Month… and that’s just to name a few of the causes that are recognized, celebrated and/or publicly acknowledged this time of year.

I’m not exactly sure how an organization gets on such a list, nor who is the official keeper of such registries, but I can tell you that National Energy Awareness is an effort headed by the White House Administration. So, suffice it to say that it’s an official effort, which does us a favor: This particular cause has enough to do with our industry that we can have an opinion on it and have an appropriate opportunity to share that opinion, as well.

In due form, I received a press release from Therma-Tru Doors aimed at homeowners, outlining timely tips to reduce high energy bills. The release concluded with a section on features to consider when shopping for a new door. (Find the news in its entirety here.)

While it was useful and well presented, what struck me most about Therma-Tru’s effort was that it identified Energy Awareness Month as an opportunity for creative promotion. The campaign also reminded me of some other good advice that was shared in one of the breakout sessions on marketing at the WDDA Forum in September.

In response to the discussion question, “how do you stay in front of customers?” Peter Morrison, president of avi (Architectural Visions Inc.), outlined his approach to sending touch-point emails to customers. Instead of competing to stand out in a sea of seasonal marketing tied to the major holidays, he suggested dealers take advantage of the quieter/more abstract calendar celebrations. And here is where that seemingly random list I presented at the beginning of this Talk earns its relevance.

There are hundreds of opportunities to reach a niche market with a tailored, unique message. Whether it’s an obvious reason to provide expertise, or you need to get a little creative to be relevant, there are plenty of avenues to be present with your customers. There is an occasion for everything; and therein is the chance to reach fans of every purpose. 

To get started, here are a few resources that list monthly observances:

Does your marketing plan include strategic, seasonal campaigns? Please weigh in on this week's poll and/or leave a comment.

Does your company marketing plan include strategic, seasonal campaigns?
Yes, we pick an occasion every month.
Sometimes, we promote around the big holidays.
No, we stick to a general marketing strategy.
No, our marketing consists exclusively of word-of-mouth referrals.
When Measuring for Full-Frame Replacement, What Parameters do you Consider?
More than half of the respondents to last week's poll use three parameters before ordering: the rough opening, the exterior cladding opening and the interior casing-to-casing opening. See the full survey results...

The Outside View
Windows, Doors & More: Preparations Underway for NARI Fall Home & Remodeling Show
From Fox6 Now
New-Home Sales Top 500,000 in August, Highest Level Since 2008
From National Association of Home Builders


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