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INDUSTRYNEWS


SAINT-GOBAIN GLASS CELEBRATES MARKETING HIT!


Saint-Gobain Glass is taking to the airwaves to publicise the message that the type of glass used in a window has a direct bearing on its energy performance. Susan Lambeth, Saint-Gobain Glass senior product manager, told Clearview Magazine that the support from the industry has been far better than anticipated.


The Saint-Gobain Glass massive consumer advertising campaign kicked off in April 2011 with commercial radio station listeners being the first to hear how asking for PLANITHERM glass will give them the most energy efficient windows. Meanwhile, more than 600 window fabricators and installers had registered to join the PLANITHERM Network before the campaign had even begun.


The radio activity will be followed by television commercials that start in


May 2011, and accompanied by adverts in the leading home improvement magazines. The television adverts – that will be aired on ITV channels 1 and 3, Sky channels, Channel 4, and More4 – will follow two women who go through the process of buying new windows.


Pam, a homely and traditional woman, and Fern, her scatty independent friend, have been neighbours and close friends for over ten years. One of their favourite pastimes is discussing the latest news on the block, including them- over-the-road investing in new PLANITHERM windows.


Having heard that these windows could save them money on their energy


bills, Pam and her husband, Vern, decide to install energy-efficient windows. This leaves Fern slightly envious – and wanting to convince her partner, Sam, to also upgrade their windows. In addition, the couple discusses how PLANITHERM glass can help lower a home’s energy bills, and how finding a suitable installer is easy via the PLANITHERM Network.


“We’ve had a lot of fun creating these adverts,” Susan Lambeth, Saint- Gobain Glass senior product manager said. “Research that we conducted prior to making these adverts revealed that many homeowners didn’t equate the energy-efficiency of windows with the type of glass used. Launching Pam and Fern to television audiences should hopefully change all that!”


The advertising campaign has also received significant support from window installers and fabricators who have signed up to the associated PLANITHERM


Network in their hundreds. Leads generated by consumer enquiries made to www.planitherm.com will be fed through to members of the PLANITHERM Installer Network, who will also benefit from ongoing marketing support, and a sales ‘support toolkit’, which includes: a guide to the Building Regulations; sales tips; consumer brochures; calling cards; and vehicle stickers. Retail showroom support is also available.


PLANITHERM Fabricators are also set to receive considerable support from the glass company, including a free listing in the Installer Network Members’ Area on www.planitherm-network.com, as well as help and advice with Window Energy Ratings and general technical matters. Fabricators can become a PLANITHERM Fabricator by simply pledging to use PLANITHERM Total+ as their preferred energy efficient glass product.


“We are approaching homeowners directly, and telling them that the easiest


way to ensure they receive the most energy efficient windows is to insist on PLANITHERM glass,” Susan explained, “what’s more, we are taking the industry with us!”


Susan says that this massive marketing campaign involves active participation from installers and fabricators, which is why the glass giant welcomes the huge amount of interest shown. “We always knew that interest would grow when the project got off the ground, but to get 600 installers and fabricators signing up before the first advert is aired is terrific – it certainly exceeds what we had initially anticipated.”


In addition, every quarter, one customer of a PLANITHERM Installer


Network member will win a window installation of up to £10,000, which not only draws attention to the scheme, but also ensures publicity for the installer. “Installers will be providing customers with the most energy efficient windows on the market,” Susan said. “And we will continue to help them to get that message across to homeowners.


“The doors are still wide open for other installers and fabricators who want to join the PLANITHERM Network and benefit from the increased exposure that PLANITHERM TOTAL+ is going to receive over the coming years,” Susan said. “Simply visit www.planitherm-network.com and sign up!”


Clearview Midlands « April 2011 « www.clearview-uk.com » 83


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