Now That’s a Door!

Brian Miller is President of ProVia

By Brian Miller

Many of you have seen our new Embarq™ Fiberglass Entry Door System*, the most energy-efficient entry door available in the U.S. market. It’s fascinating to hear your responses when you get a first-hand look. The comment we hear most often? “Now THAT’s a door!” Its beefiness is impressive, but there are brains behind this brawn. I thought you might be interested in a peek behind the scenes about how this door was created.

We’ve Always Been This Way

The best new products come about when they’re aligned with a company’s “DNA.” In other words, when the product innovation is a match for the organization’s unique goals, philosophies, values and capabilities. When work began on Embarq, our goal was clear: to produce the most energy-efficient door in our market. And ProVia’s track record for energy efficiency made us uniquely qualified to take on this challenge:

 

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Door and Window Marketing: What Matters Most?

Wanda Angel is Door & Window Brand Manager for ProVia

By Wanda Angel

For our door and window dealers, marketing is not necessarily your core business. But it sure is necessary FOR your business – if you want to thrive and grow. Marketing is as important as writing the utility check to your electric company every month. If you don’t pay your electric bill, you don’t get electricity. If you don’t market your company, you won’t see sales growth.

And things have gotten so much more complicated over the past few years with the profusion of potential marketing channels (Facebook, Twitter, blogs, email, etc.) you can use. Even just social media has quickly evolved into nearly a full time job for a marketing person (or business owner). For our purposes here, I won’t advocate one channel or the other – they all have their usefulness. But I do want to talk about one thing that matters more to your marketing effectiveness than which channel you choose – and that’s consistency. Here are some helpful tips to think about, and ask yourself: am I building momentum with my marketing investments, or am just I shooting stray bullets into the wilderness?

Your Core Message: The Foundation Upon Which All Else is Built

First things first: the foundation must be built, and your marketing foundation is your core message. Ideally your message will be based on research with your door and window audience and internal stakeholders. Find out what the needs are, and how your company uniquely fills those needs. Query your sales force, your installation departments, and your customers. Then, compile the information and bring it to key stakeholders in your company where you can distill it down. We did this exercise here at ProVia, so I’ll use this as an example.

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