Advertising is the engine of progress in the window trade; it can surprise, delight, and sometimes amaze with its shockingness. In honor of Advertiser Day, the OKNA MEDIA portal has made a selection of the most non-trivial window advertising in different years, presented by companies on the Russian and foreign markets.
Advertising on the window market, as elsewhere, remains the driving force and the beaten path to the heart of the consumer of plastic windows and other translucent structures and accessories. It is not surprising that creative window manufacturers do their best to ensure that the advertising of this particular company is remembered for a long time and evokes one healthy association in the user - to buy PVC windows only from this manufacturer. After all, a company cannot install bad windows if it has such good and memorable advertising!
The OKNA MEDIA portal decided to celebrate Advertising Worker's Day, which is celebrated on October 23, to make a selection of the most creative advertisements that surprised, to be honest, and have greatly amused the market in recent years. Many window companies have become famous for advertising windows, strictly following the canons of advertising art, while others, on the contrary, violate them. What happened as a result is up to you, dear readers, to judge, since the last word in choosing windows remains with you.
Window advertising is against the rules
Every second advertiser is convinced that window advertising works only if strict rules are observed. Some window companies have proven that there are no axioms in window advertising.
They don't work at a window company!
The widespread opinion that any kind of negation cannot be used in advertising, starting with the negative particle “NOT!”, was refuted. In order to convey to potential consumers the main corporate value, which is expressed in a professional approach to work, the advertising campaign used the message: “People like that DO NOT work for us!” The slogan was accompanied by a very realistic illustration in a truly Russian flavor, which could not leave the potential customer of the windows indifferent.
At the end of the 6-month advertising campaign, the independent industry center O.K.N.A. Marketing carried out measurements of the level of spontaneous brand awareness among potential consumers of plastic windows. This figure was 15.2 versus 12.8 percent, which was recorded at the start of the advertising campaign. In addition, 30% of potential consumers who saw the Window of Growth advertisement said that they planned to purchase new windows only from this manufacturer.
Well-functioning system
Whatever methods of selling PVC windows at retail you choose, the most important thing is your own discipline. You can have phenomenally effective advertising, but sales people will forget to remind you in time and lose the client. You can come up with the perfect sales script and assign measurements once or twice, but a few overlaps in the schedule will create an extremely unpleasant reputation for you. A tool for planning and controlling sales will help increase window sales. Ramex CRM for windows helps track the history of each client, monitor employees, collect statistics and manage finances - and therefore increase sales in any season.
They also talked about how to open your own window shop-office, read the article.
Source: blog.ramex.ru
Illiteracy in the service of window advertising
A name, logo and corporate identity were developed for the Kemerovo window company, which were aimed at attracting consumers and distinguishing them from competitors. Compared to the traditional names of window companies, the brand name VamAkno looks very unusual from a grammatical point of view. However, behind this unusualness, advertisers pursued a completely pragmatic goal. The phonetic perception of the phrase “you have a window” is absolutely unambiguous, so the scope of the company’s activities is also clear. In addition, Vamakno initially turns his face to the consumer - these are “your” windows, not “ours” - this is not a desire to brag about his products, but a demonstration of respect for the customer and his desires.
The brand also once again went against the rules by deliberately abandoning the “window company” stamp, calling itself a window and door service that loves its customers and is happy to serve them.
Seasonal offers
Company executives note that it is most difficult to increase sales of PVC windows in winter. Not only do clients have no desire to spend money after the New Year holidays, but installation in the cold does not appeal to anyone. To increase window sales even in winter, use your imagination and launch an unusual promotion. Discounts or the possibility of installment plans help to pump up customers. You can offer to split the payment over 3 months when concluding a contract before the end of February or give a discount on interior glazing. This will remove the most popular customer objections and help fulfill the sales plan.
City noise - Muse for window advertisers
City noise can be considered the Muse of creativity for many companies in the window market. This is probably why a whole block of advertising materials appeared on soundproofing windows and double-glazed windows.
And let the whole world wait for superheroes
The Stroy Master company, a manufacturer of plastic windows, has written a new page in the genre of print advertising. A series of comics featuring images of popular superheroes emphasizes the value of acoustic comfort in the home. From the print advertising campaign, it is obvious how reliable the soundproofing of the brand's windows is - after all, even superheroes cannot hear what is happening on the street.
Basics of the semaphore alphabet
Window Factory presents an equally impressive series of prints to promote double-glazed windows with increased noise insulation. In the concept proposed by the brand, using the semaphore alphabet, situations familiar to every person are played out when it is necessary to shout something from the street, standing under the window: ask for the keys, call for a walk, or confess your love. The presence of double-glazed windows with increased noise protection in the windows eliminates this possibility, therefore, in order not to climb into the house, all that remains is to use the basics of the semaphore alphabet!
Visualization of auditory sensations
German window manufacturer Weru has also prepared a spectacular concept to promote its windows, which effectively withstand a variety of sound sources. Often, modern people are disturbed by various sounds under their windows from working, sleeping, or simply relaxing, including the ringing of bells, echoes of cannon fire, the noise of fireworks or firecrackers. Visualization of auditory sensations as part of an advertising campaign for Weru soundproof windows tells the user that this problem can be easily solved.
Content
- 1 Who does the plastic window advertisement speak to...
- 2 What does advertising for plastic windows say... 2.1 Graphic content for advertising plastic windows
- 2.2 Text content of advertising of plastic windows
Advertising campaign
- a serious and quite risky process, if we take into account the amount of previous analytical work, invested resources and possible consequences. Preparatory research activities involve the company’s internal resources (information, human) and often the services of third-party marketing, advertising and creative agencies. The investments are colossal. But in conditions of high competition it cannot be any other way.
In corporate marketing in general, in a single advertising campaign and in other promotion activities, the base is deep knowledge of potential Clients. As you know, the most interesting segments (potential Clients identified according to the principle of macro-segmentation) for companies producing PVC windows in Moscow and the Moscow region are:
- Private Customers;
- Corporate Customers;
- Dealers.
But choosing one of the three specified segments or making the decision to “work for the entire market” usually does not end there. Next, work begins on “microsegmentation,” which involves a thorough study of each of the segments and dividing them into smaller groups that differ from each other in a number of ways (see Table 1).
Table 1. Signs of segmentation in relation to manufacturing companies
| Kotler's segmentation sign | |
| Demographic | Gender, age, marital status, number of people in the family, family life cycle, income level per person in the family, level of education, etc. |
| Geographical | In which area of the city does he live and work: climatic features, status of the area, etc. |
| Behavioral | Reason for making a purchase, benefits sought, decision-making process, etc. |
| Psychographic | Social status, lifestyle, personality type, etc. |
Let's decipher the table using examples:
If this is a Private Customer, then one of the target segments (company clients) can be described as follows: a man in the age group 26 - 35 years old with higher education, married, has 1 child, works as a middle manager, income on average $800 per member family is the initiator of the purchase. The main motives for purchasing are the idea of prestige and the example of friends. Makes decisions independently, based on recommendations from friends.
If this is a Corporate Customer, then most often these are small companies building cottages and country houses within 500 km. from Moscow, with a glazing volume of at least 100 sq.m. per month.
If this is a Dealer, then your clients will be companies engaged in complex renovation of private apartments and country houses with a coverage area of approximately 300 km from Moscow.
Microsegmentation helps develop a balanced offer for each segment that would best meet its needs. For some, this may be a design from the “Economy” class profile, for others – a profile from the “Prestige” series with a wide range of characteristics.
Segmentation is a complex and long stage, but it is at this stage that the future fate and success of the company is decided. Since, based on the knowledge gained, correlated with the company’s capabilities, a decision is made about who to work with and how to position products taking into account a specific segment...
, PORTAL Engineering specialists
preparing for monthly monitoring of PVC window manufacturers. They take the most common print advertising media for Moscow and the Moscow region (“Arrangement and Repair”, “Extra M”, “) and sequentially select 100 (the list is updated every month). In the course of this work, a kind of analysis of advertising modules is carried out. First of all, changes are noted in the composition of media “participants” and in the volume of blocks placed. But the most lively interest is, naturally, in the information and graphic content of the modules. We would like to share some thoughts about this.
Much has been said above about the strategic work of firms prior to the development of advertising messages and the advertising campaign as a whole, about the study of various categories of buyers and their individual preferences. We see the result of this work on the pages of the press and on the streets of the city. We wondered how well it corresponded to the work done.
Now we propose to go from the opposite. Let's analyze the content of advertising blocks to understand how manufacturers see a potential Client and his needs. Then we will compare how the results obtained compare with the consumer’s selection criteria for a window supplier.
Sports Marketing
Sports marketing in window advertising introduces an emotional component into the consumer's perception of the brand, which effectively affects sales growth.
Advertising goal
This tool was first used on the Russian market by the manufacturer of window systems Profine RUS. The leading manufacturer of PVC profiles was able to verify its effectiveness when it launched the “KBE + Football” marketing program, aimed at revealing the concept of “Real success without unnecessary noise.” The choice of the football theme within sports marketing, represented by the most star Russian football player, Andrei Arshavin, is due to the leading position of this sport in Russia. The popularity of football among the population opens up the opportunity to attract the maximum number of people who belong to the KBE target audience. Advertisers also focused on the coincidence of window sales and football championships in seasonal activity.
Advertising hook
The Positron Plast window and facade systems plant in St. Petersburg launched an advertising campaign on transport in support of its brand, the face of which was the titled boxer Nikolai Valuev. According to the advertisers, Valuev’s image is associated with the main competitive advantage of Positron Plast windows - reliability. In addition, the window advertising plays on the atypical image of a famous person - a simple, family man, close in spirit to the majority of the brand's customers.
WINDOWS MEDIA recommends reading: Parade of non-trivial window advertising (Part 2)
Active sales
Based on the previous point, even window sales in winter can become hot - it all depends on the activity of your staff. Among clients there are always those who doubt for a long time or want to be persuaded. It is important not to abandon such customers in the middle of the journey, but to work with them patiently and measuredly - call, write, offer bonuses and unobtrusively remind them of yourself. But remember that unobtrusive is not just a phrase! Make reminders systematic and consistent so as not to end up on the list of blocked contacts.
Preparing the surface
In order for the self-adhesive film to firmly “grab” the surface, it must first be cleaned and treated. In the worst case, the appearance of the application will be spoiled: the corners will begin to peel off, and the coating itself will begin to “bubble,” deforming the image or inscription. To do this you will need:
- If there is already outdoor advertising on the surface, it must be removed. If the film does not come off on its own, then take a small spatula and a hair dryer. Attention! You must be able to access the power supply! Under the influence of hot air, the glue will begin to melt, making the film easy to remove. A prepared spatula or any hard object will make this process easier.
- When you remove the remnants of the self-adhesive film from the display case, you need to clean it of dirt. To do this, detergent is diluted in water and the surface is thoroughly treated using a lint-free cloth. It is necessary to clean not only the area where the image will be pasted, but the entire display case - this will significantly improve its appearance. After all, advertising on windows must be firmly fixed to surfaces.
- Now you need to remove residual grease, traces of household chemicals, wax and alkali from the base using alcohol or vinegar diluted in water. You can stick advertising on the window only after the surface has been previously dried. It is important to pay attention to the material from which the display case was made. For example, if acrylic glass was used as a basis, then alcohol will only harm and ruin the surface.
Three Ways to Tell a Story in Your Window
Visual merchandising involves the art of window display design. It engages viewers, tells a story, and creates a mood inviting them to find out more.
Here are three design approaches:
- Set the Scene Marketing says people don't buy your products, they buy an experience, a life experience, a benefit. One way to tell a beautiful visual story is to create a scene around your product that brings the experience to life, provides inspiration, and creates desire.
For example, if you sell food, you could try displaying it on a picnic blanket with a basket and champagne. Then add pebbles and shells or hay to evoke the feeling of being in nature. Perhaps you sell pickles in jars. By using the right props to create a scene around them, you can inspire customers to stop by.
- Celebrate your products. Another way to tell a story is to focus directly on the characters themselves: your products. And if you want to create a feeling of quality, then the rule applies: less is more. Choose one main product as a key focal point and “celebrate” it. Give it the most prominent position in the window (remember line of sight) and place additional components or props around it in a "pyramid" format to help guide the eye to the main focal point.
You can also create prestige around your products by using promotional posters to highlight key features and characteristics. This is especially useful for electrical goods. If you want to add price tags, try to keep them in the shadows so as not to cheapen the appearance of your display.
- Suitable for the season. Seasonal timing is an easy way to tune a customer into your offer. One way to do this is to showcase gift ideas. This will also help stimulate sales. But if your products or services aren't usually given away, adding some festive elements to your display or window decoration can help create emotional appeal.
More about the dry method
The dry method is more reliable than the wet method. If the surface has curvature and unevenness, then after a soap solution the film stops sticking, which makes it more difficult to shape the image. This problem is especially faced by those who want to decorate the corner of the window with an inscription or a solid design. For the dry method, an industrial hair dryer is used, which literally melts the adhesive base and firmly fixes the film to the surface. In this case, you need to apply the image only to a dry surface, otherwise bubbles will begin to appear.
What you need for work
To post your ads yourself you will need:
- Tools and materials - film and banner textiles (if they are not provided by the advertising manufacturer), scissors, cutters, spatulas, spray bottles, mops, etc.
- Agreement with advertising manufacturers who will make stickers and banners according to your design project or develop their own
- Agreement with an accountant who will keep records of individual entrepreneurs
- Website with information about services and contacts
Business is mobile and no office is required. All you need is a separate phone number and a computer with software to record orders and pay.
Application methods
There are two application methods, which are selected depending on the location of the display case and the presence of defects. It does not matter where the advertising will be placed - on the windows of the house, shop windows or glass walls of boutiques.
- Dry method. It involves placing vinyl film on those surfaces that have curved lines and corners. This method allows the image to be firmly fixed without peeling or peeling.
- Wet method. This method is unique in that it can be used during bad weather, especially for advertising on residential windows; for decorating a display window with a multi-colored and large image, and also if there is no application film, which is a ready-made stencil that is carefully applied like a sticker.
