One Company’s Celebration despite Recession
Twenty-five years ago a small company started up with a vision: manufacture windows that would help homeowners decrease their costs over time by providing a high-quality product. There are several companies that sell higher quality window products and each deserves recognition for it technological and marketing achievements. This story, however, tells the tale of only one company. If you want to make your home more energy-efficient, look around and see which manufacturers can help you.
Penguin Windows started out in the northwestern United States and now claims to be the U.S.’ 8th largest premium window manufacturer. Because their products command a high price Penguin Windows found it more suitable to build a direct-marketing program where sales people talk directly to consumers rather than try to build a customer base through third-party retailers. Low end window manufacturers dominate the retail outlets but premium manufacturers have a stronger value proposition to offer consumers and they often use direct sales forces.
In 2008 when the housing bubble popped many different types of manufacturers felt the sting of reduced demand for their products. Even after-market window and door manufacturers, who are popular with homeowners, found their market shrinking as a record number of homes were lost through bankruptcy and foreclosure. To counteract the downward economic trends some companies developed innovative marketing strategies.
One such strategy was the 25th anniversary sweepstakes that Penguin Windows offered to consumers over the summer of 2009. The company invested in new sales staff and promotional efforts to remind homeowners that upgrading the quality of their windows could, in fact, result in a significant energy cost savings over a period of five to ten years.
When you talk with a company like Penguin Windows you should understand that the sales process works differently from just walking into a home improvement store. There are many factors to consider. And it’s always a good thing to look at 2 or 3 competitors in the marketplace. But Penguin Windows definitely showed that it is in the industry for the long-run, since it celebrated 25 years in business.
