Most Innovative Marketing Program
|The Training Tuesdays home page provides information on upcoming Webinars, as well as archived sessions.|
Training Tuesdays by Atrium Cos.
The Atrium Cos.
In 2008, Atrium Cos. Inc. launched a series of free, targeted educational Webinars designed to increase remodelers’ profits and industry savvy. The webinars are designed as a proactive solution for the challenging construction market and a value-added service for remodelers and building industry professionals. The monthly training sessions were held the second Tuesday of every month and covered crucial topics such as sales, advertising, lead generation, management, Web site tips, business software, legal information, green products, green building and more.
Participants registered for each individual seminar via Constant Contact emails that directed them to www.trainingtuesdays.com. Session confirmations and reminders were sent via email to participants.
Typically, there were 300 to 400 registrations per session with thousands of industry contractors total participating in the series, the company reports. A variety of spokespeople led the Webinars providing expert advice and industry insights. They included Rick Grosso, an expert in sales psychology and training; Phil Rea, founder of R2R Associates, a coaching and training organization specializing in the home improvement industry; Chuck Anton, canvassing expert; Diane C.O. Gilson of Info Plus Accounting; John Wagner, co-founder of the Certified Green Dealer program; and Tim Musch of MarketSharp, creator of database marketing systems for the remodeling industry.
|Gorell not only achieved Green Seal certification, it created a marketing program to better communicate.what makes a company and its products green.
Green Seal Certification Program
Gorell Windows & Doors
In the fall of 2008, Gorell replacement double-hung window models were certified by Green Seal, an independent nonprofit green organization. According to the company, it is one of only two window manufacturers in the country to have its products achieve Green Seal certification at that time. The certification process is an intensive, comprehensive one that the company worked on for eight months. Green Seal uses stringent standards to ensure that certified products have attained high levels of performance and quality, and the process includes on-site plant visits by independent examiners. Windows are evaluated on criteria such as performance ratings, product packaging and labeling, and manufacturing and testing procedures.
To achieve Green Seal certification, Gorell windows were evaluated on the materials from which they’re constructed and their overall product performance. The windows are made of vinyl, a sustainable material that lasts for decades and doesn’t emit toxins. Because vinyl products last longer, vinyl windows need not be replaced as often as windows made from other materials. As a result, less energy-consuming manufacturing is required. Vinyl windows consistently retain their shape and are energy efficient all year long. Its double-hung replacement windows also achieved the U-value, solar heat gain coefficient, visible light transmittance and air leakage ratings required by Green Seal to ensure high energy efficiency.
To meet the strict Green Seal criteria, Gorell also had to prove that its facility meets all applicable environmental regulations. The company works to ensure that its manufacturing facility and processes are friendly to the environment. It recycles 100 percent of its glass, vinyl, aluminum and cardboard and nearly all of its white paper to help safeguard the environment. Gorell provided documentation regarding its production methods and materials used, in addition to data on its product testing so that Green Seal could ensure that windows are made in accordance with its stated methods. The packaging used on its Green Seal certified windows was evaluated as well to ensure that an appropriate percentage of the materials were recycled and the packaging was environmentally friendly.
As part of the Green Seal certification process, Gorell created new marketing literature about the Green Seal program, as well as a Green Seal section on its Web site to help consumers better understand what makes a company—and its products—green. It utilizes the Green Seal logos on marketing items whenever possible to further promote the Green Seal message. The manufacturer consistently promotes the benefits of Green Seal certification to its dealer base by including information about the program in dealer communications and on its dealer Web site. Gorell has also developed a CD on Green Seal and provides marketing aids, such as Green Seal banners, display materials, stickers and literature.
|Designed to educate industry professionals about IG certification and changing standards, Edgetech's display incorporate classroom-style sub-booths featuring a variety of industry experts.|
Edgetech University at GlassBuild America 2008
Edgetech I.G. took the opportunity at GlassBuild 2008 to educate its customers about IG certification and other changes affecting the industry, including tougher Energy Star criteria. With the introduction of “Edgetech University,” the company took a non-biased approach with the focus on providing concise information to help customers.
The Edgetech University booth served as a forum for industry professionals to meet, discuss and learn. The décor included “college” themed look, furniture, literature and graphics, as well as “classroom” styled sub-booths where third-party subject-matter experts taught courses on the changes in the industry.
To help customers make important decisions about IG Certification, representatives from ATI test lab, IGMA and NFRC taught attendees about IG Certification, third party testing and Energy Star. Additionally, Edgetech hosted a few of its own classes, including Edgetech MythBusters, which dispelled myths about silicone foam spacers vs. metal spacers through a dynamic demonstration; demonstrations of the Eco Coat Glass Protection System application and removal; and hands-on Super Spacer application training.
To “graduate” from Edgetech University, attendees simply registered at the reception desk where they received a report card listing all of the available classes. Attendance at three or more classes (report cards initialed by “professors”) made graduates eligible for the company’s grand prize drawings. Attendees also received pledge pins and a copy of the supplier’s comprehensive IG Certification Manual. The company tapped into industry resources to compile the manual, which includes useful timelines, step-by-step instructions, frequently asked questions, a glossary of related terms and a full list of certification agencies. Keeping to the theme of the booth, the IG Certification Manual was designed to mimic a college composition book, complete with doodles, drawings and illustrations of important timelines manufacturers need to follow to ensure they are prepared for the 2010 mandates. The manual was available at the booth in the campus bookstore, and continues to be a popular download on www.edgetech360.com.
The company’s press kit was nearly paper-free, consisting of a Web launcher that connected media to the company’s redesigned press room. The launcher was packaged in a small kraft-style pillow box. Playing on the current green building movement, Edgetech’s “Play the Greens” giveaway awarded a set of Callaway golf clubs and a round of golf at Firestone Country Club. The ETU Report Card game awarded four $500 gift cards, and a grand prize of $2,000 toward IG Certification.
Edgetech also showcased its redesigned Web site and the SustainaView Window Technology campaign, which highlights the energy efficiency and sustainable attributes of Super Spacer. Additionally, Edgetech implemented an automated lead follow up program through a branded eBlast after the final day of the show that included important links to downloads and additional information.
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