Volume 41, Issue 2 February 2006
A Winning Image
Highlighting the USGlass Magazine
by Ellen Giard
It’s been said in the business world that image is everything, and many companies take huge strides to ensure their image is just that—everything. Companies want you not only to see them, but know them and remember them, often without even a written word. (When we see a red bull’s eye on TV, we all know we’re seeing a Target commercial, don’t we?) How do these companies do it? One word: marketing. Marketing professionals are the ones giving a company its image, voice, persona.
Companies in the glass industry, too, do an incredible job of presenting themselves, be it in advertising, websites, exhibition booths or any forms of promotional campaigns. Last May we asked readers to send in their best marketing materials as part of the USGlass Magazine Marketing Awards competition. Now, over the next three pages we honor and recognize those winners. Awards were presented at Glass Expo Midwest™ 2005, November 17-18 in Columbus, Ohio.
Representatives from previous years’ winning companies, as well as industry marketing professionals, served as judges for the competition. Judges were: Kris Vockler, ICD High Performance Coatings, Kathy Ziprik, Simonton Windows, Russ Adler, Precision Glass Bending, Laura Crane, Brandner Communications (for Technical Glass Products) and Brian Pitman, the Glass Association of North America.
To learn how you can enter this year’s competition, see sidebar on page 37.
Who’s Got the Look?
Diamon-Fusion International (DFI) of San Clemente, Calif., took the prize in the Best New Look (Corporate Makeover) category. DFI’s entry consisted of a shiny blue front/back brochure that provided detailed information about the company, its product and a list of some of its licensees.
“Our new corporate look relates mainly to the qualification of our coating as nanotechnology, based, qualified and ratified, independently, by national and international reputable scientists, such as Dr. Guglielmo Macrelli, an expert in material science of Ionics Lab in Italy, among others,” said Guillermo Seta, vice president, DFI global operations. “We are part of a very selective group of companies that has been developing new products and enhancing new ideas and marketing concepts as well, using our “nano” technological edge as a center piece of our branding campaign. Our new look reflects our global approach and core elements of our company: simplicity and efficiency.”
The Right Click
Technical Glass Products’ website, www.fireglass.com was named Best Website. The company also won in the Best Alternative Media category.
The new website, unveiled last Jan-uary, was designed to offer an easy-to-navigate format in order to provide architects, code officials and glaziers access to comprehensive information about fire-rated glass and framing. Judge Kathy Ziprik, who handles public relations for Simonton Windows, described the website as having a “colorful and striking homepage” and as being “easy to read and follow.”
Kirk Frazier (left) of Torstenson Glass, a
distributor for TGP, and David Vermeulen
of TGP, accepted the awards on behalf
of the company
The site features expanded content, new functionality and a fresh design. Other features include product features, CSI-format specifications, CAD drawings and warranty details, as well as industry links, articles and a photo gallery.
TGP’s informational video (also available as a DVD), titled “Burning Issues: Understanding Today’s Fire-Rated Glass & Framing,” won the Best Alternative Media prize. The free video is hosted by actor Grant Goodeve and offers a 20-minute guide to the various categories of fire-rated glass products and determining which materials are best suited for particular applications.
On the Launch Pad
Winning for the Best Product Re-Launch or Update Campaign was Tremco Inc. The campaign consisted of a selection of mailers, advertisements, articles and press releases.
“The integrated campaign … is designed to educate and inform architects, fabricators and consultants about the all-encompassing capabilities of Tremco Commercial Glazing Systems,” said entrant Kim Rotsky, marketing coordinator. “It incorporates editorial material marketing with press kits and bylined articles … with a limited budget, ads were also prepared and placed in key publications to maintain top-of-mind awareness. Direct mail was utilized as part of a ‘touch’ program to provide targeted messages on a bi-monthly basis … While budget was limited, we believe this campaign was effective in developing a comprehensive campaign that would not only inform customers and prospects of Tremco Commercial Glazing System’s total capabilities, but that would also help to educate the market [on] key considerations in the design of an effective glazing system.”
Industry on Display
Pilkington North America of Toledo, Ohio, was the winner in the Best Exhibition Booth category. The company’s new trade show booth, which debuted at the AIA Show in May, was designed and constructed in early 2005 specifically to demonstrate the wide range of glass products available in North America. The booth featured two 14-foot sample towers as well as two large glass facades. Linear aluminum bridges connected the entire structure, and a walkway through the center allowed visitors to better view the interior wall facades. Featured products included the Pilkington Planar™ point-supported system, Optiwhite™ low-iron glass, Profilit U-channel glass, Pyrostop™ fire-resistant glass and OptiView™ anti-reflective glass.
Two honorable mentions were also awarded.
DFI received the award for Best Integrated Company/Identification Campaign. “We strongly believe in building relationships, long term, under a true win-win scenario,” said DFI’s Seta. “We have built solid relationships with some of the most reputable companies … We identify our technologies and products not only with the intrinsic value of the material itself, but [also] to our customers by identifying their success with ours.” As described in its entry, DFI shares the following core values with its licensees: integrity, creativity, customer care, quality and cooperation.
Pilkington North America’s OptiView™ anti-reflective glass also received an honorable mention for the Best New Product Campaign. The company’s submission illustrated a storefront that featured half clear glass and half OptiView. The OptiView side made the storefront appear as though no glass was there—the company describes the product as “a glass that looks like no glass at all.” The submission provided detailed product information as well as performance data information.
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