Volume 48, Issue 12- December 2013

Glass Expo Midwest 2013

Day Two Seminars Educate Attendees about Safety and Marketing Strategies

Day two seminar topics ranged from fire-rated glazing and social media marketing to bomb-blast mitigation and the customer of the future.

Brigette Ross of Vetrotech discussed fire-rated glass and various safety glazing options, saying, “After the school shootings there was talk to bring wired glazing back into schools because it looks safer … Our industry is cringing at that proposition.

“Every year we have more than 2,000 incidents with wired glazing in schools … It just doesn’t give you the protection you need,” she said.

“The solution is not for us to bring in less glass,” Ross said. “We want to have the ability to look into the classroom.”

Greg Galloway, Protek brand manager for YKK, also discussed safety and how to minimize damage from bomb impact, saying, “That’s where the cost of the structure goes up … The big objective is to isolate the damage to the area of the explosion so you don’t have a progressive structural collapse,” he said, noting that laminated glass is primarily used.

Debra Levy, publisher of USGlass magazine, discussed the use of Facebook, Twitter, Groupon and various other online marketing tools.

As far as social media marketing, she said that there are various strategies, including selling services at a discount on Groupon.

“If I was an art glass company who made a bunch of items for the holidays and they weren’t selling, using Groupon to sell them may be a smart option for me,” she said. “But I’d also like to say most companies I know try it once or twice and don’t again. There has to be a reason for this.”

Additionally, she told attendees that even if they didn’t have a Facebook page yet, it was important to make sure that the correct company name was reserved for them in the event the company does get on Facebook.

“Reserve the name, but don’t keep it if you can’t use it … You have to provide some information,” she said. “There are all sorts of different things you can do.”

—Casey Neeley

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