Volume 6, Issue 5, September - October 2002

Dear Reader 

Penny Beverage                                                                                          

Industry Knowledge

Today at around 2 p.m., my phone rang. It was someone from a media-distribution service that wanted all the great information about your very own Window Film magazine. As I began explaining all the juicy details (that it’s bimonthly, published by Key Communications Inc., etc.) the caller became very interested in your product.

“What is window film?” he asked.

“Well, it’s a thin, plastic sheet that adheres to glass to provide security and energy properties, not to mention an aesthetic effect,” I told him.

“Oh, so it’s a tint? You mean that stuff people put on their cars to make them look all sporty?” he continued.

“Well, yes,” I answered.

The caller’s interest continued to grow (or else he was just very bored), so he pressed on.

“You mean that stuff that makes it so dark you can’t see through the window sometimes?” he asked.

“Well, yes, sir,” I said, as I almost started to giggle, because he just kept asking. “But we don’t necessarily encourage our readers to tint that way. The states’ laws vary, but film you can’t see through is illegal in the majority of places.”

”So you can’t order it?” he asked.

“Well, you can, but that’s because there are a number of types of film and some of it is made for homes and storefronts, so in that case really dark film is OK,” I explained.

“So it goes on homes, too?” he asked.

At this point, I was sure he was just very bored—or very ignorant of film’s benefits.
Finally, my friendly caller stopped asking questions and asked me to send him an issue of the magazine.

As I hung up the phone, first I laughed at how much the guy wanted to talk. I kept trying to say goodbye so I could get back to work, but at the same time, tried to be helpful.

Second, though, I pondered how little he knew about film. I’ve become blind to the possibility that not everyone knows about window film—mostly because I work with it everyday and most of my friends and family members now know all about it, because I spend so much time talking about its benefits and uses.

Hopefully this isn’t the way most consumers see window film, but I now realize it’s a possibility. So I encourage you get out there and educate consumers on its benefits. The International Window Film Association (IWFA) offers several programs for helping you to complete this task, along with many of your manufacturers.

In addition, there are several industry events that offer seminars on this topic, including the upcoming fourth annual International Window Film Conference and Expo™ (IWFE), which will be held January 23-25 in San Antonio. The IWFE not only offers education for you—the applicator—but also will provide you with information on how to teach your future customers about why window film could be of benefit to them.

Hopefully, with your help, along with the industry’s manufacturers and association, soon callers like this one will not have to ask, “What is window film, and what’s it good for?”

See you in San Antonio. WF


© Copyright 2002 Key Communications Inc. All rights reserved. No reproduction of any type without expressed written permission.