Latest Articles in Strategies & Practices

  • As an online marketing expert specializing in window and door companies, I repeatedly hear one question from prospective clients: Should our company invest in pay-per-click advertising? Actually, the question isn’t always phrased that way because not everyone understands what PPC actually is. Sometimes the question is, “Are those ads that show up on search pages worth it?”... more »
  • whyskylights.com, Velux America
    The Challenge: To inspire and educate consumers about Velux’s skylight products and installation. “For years, Velux has provided homeowners with very detailed information about the features and benefits of skylights. But in analyzing our web presence, we found that many consumers still had basic questions about pricing, installation, which skylights best serve different areas... more »
  • www.lacantinadoors.com, LaCantina Doors Inc.
    The Challenge: “Our challenge was to improve upon our visual presentation, navigation and user-friendly experience while introducing two new product categories,” says LaCantina Doors President Lee Maughan. The Winning Solution: By redesigning the home page to incorporate video and rollover content and strategically implementing uniform architecture across our entire product... more »
  • PGT Industries
    The Challenge: PGT’s goal for its product literature was to “simplify the consumer’s purchase decision and our dealers’ selling process,” explains Todd Antonelli, vice president, sales and marketing, for PGT. The company wanted to “lead consumers down a logical decision path of selecting a product that best suits their needs, budget and project scope.... more »
  • Brochures and Photo Idea Book, NanaWall Systems
    The Challenge: “With over 20 products within three families used in both residential and commercial applications, our challenge was to effectively communicate our benefits,” says Matt Thomas, marketing manager, NanaWall Systems. “The second challenge was to provide the right amount of information when demanded.” The Winning Solution: “Taking cues from how our... more »
  • VistaLuxe Collection Launch, Kolbe & Kolbe Millwork Co.
    The Challenge: Create an integrated marketing program for the launch of the new Vistaluxe Collection “that embraces and magnifies the contemporary aesthetic of the market we are targeting,” says Cindy Bremer, director of marketing for Kolbe & Kolbe. Specifically targeting architects, Kolbe needed to develop tools to make it easy to select, learn about, and specify VistaLuxe... more »
  • Targa Product Launch, CGI Windows and Doors Inc.
    The Challenge: CGI has long been recognized as a manufacturer of hurricane windows and doors that meet the strictest Miami-Dade impact standards, but the introduction of its Targa product line represented a slight departure for the manufacturer. The challenge was to bring a product to market that represented a new direction for a well-established company: a new line of energy-efficient,... more »
  • GlassBuild America 2013 Tradeshow Campaign, Quanex Building Products
    The Challenge: To provide a tradeshow experience unlike any other and get the most out of attending GlassBuild America 2013, Quanex wanted to create a content-driven, tailored marketing approach and robust tradeshow program. The Winning Solution: Quanex focused its efforts on creating a digital experience for its customers and tradeshow attendees. In-booth GlassBuild America 2013 Tradeshow... more »
  • Quanex Building Products, IG Systems Cambridge, Ohio
    The new R&D center at the Cambridge, Ohio, Quanex plant The Challenge: To redesign the Cambridge, Ohio, facility so it would support the Quanex branding, while maintaining the quality and efficient production of the company’s solaredge tape technologies. Quanex also wanted to be able to use the facility as a pilot plant to test and refine new technologies. And, the company... more »
  • Window and door manufacturer Soft-Lite shares lessons learned
    In February 2012, Gorell Windows & Doors in Indiana, Pa., went into receivership. In March, Soft-Lite, the window and door manufacturer located in Streetsboro, Ohio, purchased several of its machines and product lines, including the Armor Max Plus and Armor Impact Plus hurricane windows. By Memorial Day, “only three months after we’d met with the receiver, we’d moved the... more »