Volume 9, Issue 11 - December 2008
Volume 9, Issue 11 - December 2008
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AAMA Analysis Case
Studies While financial markets are seeing red lately, the window industry is seeing green. Consumers have become much more accepting of environmentally friendly products and green terminology. In fact, they are driving up demand for green products. We checked in with three window manufacturers to learn how they are marketing green to today’s consumers. B.F. Rich Windows and Doors in Newark, Del., has developed the Performance X6 window package, which offers six distinct features tied to environmental
friendliness: “Each of those items plays a part in the efficiency and environmental friendliness of the window,” says Terry Rex, director of marketing. “We could have a product with a 0.30 U-value with just the spacer, but by bundling this all together, we can achieve a 0.27 U-value. When you look at the amount of carbon dioxide saved by each U-value of efficiency, we are making a big statement about saving energy.” Not only does the window package offer environmental benefits, B.F. Rich offers this product at an affordable price to dealers, who in turn make it affordable to homeowners. “It’s priced to sell the green product,” says Rex, adding that the company wants to enable the consumer market to take part in improving the environment. “That was a very conscious decision and part of our daily commitment.” Target Windows and Doors in Vandalia, Mo., recently initiated a green marketing strategy. Green messages appear on the company’s website, in direct mail pieces, in literature and in everyday sales. “We’re much more vocal about green now,” says Dan Dickerson, vice president. “Even in this difficult economy, we have added a few new customers, and a lot of that has to do with the energy efficiency of our products.” Target offers a variety of window styles and colors featuring no-metal warm-edge spacers, gas filling, low-E glass and other green-oriented options. The company has seen a fourfold increase in triple-glazing sales in the past year. “People are trying to conserve more energy,” says Dickerson, “and we can give them very good U-values for a reasonable price.” He says Target’s double-hung, triple-glazed window with krypton gas fill has a 0.19 U-value, and the same window with argon has a 0.24 U-value. The increasing prevalence of customer familiarity with green terminology presents an opportunity for business. “Sales used to be just about energy conservation. Now, if customers had their druthers, they’d prefer to buy an environmentally friendly product, too,” he adds. “The focus of the window industry is turning toward energy efficiency and being good to the planet,” adds Steve Monroe, director of marketing for Moss Supply in Charlotte, N.C. Moss Supply has harnessed that energy into an overall green marketing philosophy focused on energy savings and responsible manufacturing. Moss Supply offers marketing materials with data regarding window energy efficiency and the resulting environmental benefits. The company created separate materials for builders and homeowners, including a comprehensive packet for green builders. From a manufacturing perspective, Moss Supply collects and recycles scrap material and purchases as much material as possible from vendors who produce their products in the United States. This practice reduces the distance products need to travel and thereby the amount of fuel required for transportation. B.F. Rich also employs a green manufacturing philosophy. It recycles vinyl, aluminum, glass and even water used to clean glass. The company also encourages its customers to recycle or return packaging cardboard. These three manufacturers are walking the walk while talking the talk, which is an essential aspect of the green movement. And their actions provide a positive outlook.
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