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W&D Weekly
August 10, 2016
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The Latest
Announcing the 2016 Crystal Achievement Award Winners

Window & Door magazine is pleased to announce the winners of the 2016 Crystal Achievement Awards, recognizing residential window and door manufacturers and component suppliers for their contributions to the industry. See the Winners
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Product Spotlight
Shim-Pull System by Spofford Building Products
Spofford Building Products presents the second generation of its installation aid, the Shim-Pull system. Both the profile and adjustment features have been enhanced for optimum adjustment and performance, and the system allows installers to pad and shim simultaneously. Designed to gradually increase the depth of two opposing wedges while aligning and anchoring the hinge jamb, the Shim-Pull system is said to help the installer maintain a perfect reveal around the entire unit. Read More
The Talk

By Emily Thompson

Window & Door is now accepting nominations for the Dealer of the Year Awards through Monday, August 15. Why should you care?

This awards program, sponsored by the Window & Door Dealers Alliance, offers residential window and door retailers the opportunity to be recognized in front of a national audience of their colleagues for overall leadership and efforts toward excellence in the areas of marketing, customer service, installation, showroom design, technology integration, and community outreach. The award not only serves to elevate the honorees within the industry, but also provides the winners a platform of distinction with their customers.

This begs the question: do awards really matter to consumers? It’s difficult to find hard numbers that prove the actual effectiveness of awards in relation to sales. An old study by Hendricks & Singhal of the University of Western Ontario and Georgia Institute of Technology is often quoted on the topic. The study revealed that corporate award winners had 37 percent more sales growth than their peers. But, critics of this and similar studies point out the many other factors that could play into this success—elements such as general industry and economic health, but also, and perhaps more importantly, whether or not and to what extent the companies publicize their awards.

This, to me, is really more the point than the hard numbers. If the goal of winning an award is simply self-gratification of a job well done, there’s not a ton of value beyond the plaque on the wall. But those that use the accolade as an opportunity to help tell their story to customers and potential customers win in an even bigger way.

That is to say, awards matter to your customers as long as you tell them why they matter. Through social media and content marketing, e-newsletters and even local news outlets, winners have marketing gold in their pockets to spend in a number of ways.

What do you think? Do industry awards have marketing value? Do your customers really care? Weigh in on this week’s poll, post a comment and/or drop me a line. And, we hope dealers will take the time to fill out a nomination for the Dealer of the Year Awards by Monday, August 15. Manufacturers, we hope you will nominate a dealer that you think deserves the recognition, too.

Do you think awards matter to your customers?

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Over two-thirds of the respondents to last week’s poll report their page load speed to be at least average or better. Read the Full Results

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