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RETRACTABLE AWNINGS:
A Three-Step-Plan for the Future
Whether it's a patio that faces south,
a picture window with a beautiful view that faces west, or a sun
room that gets sunlight the entire day, all that sunshine and
light may present problems in controlling room temperature and
enjoying those areas. A stationary awning can solve some of those
problems, however a retractable awning offers your customers the
best off all worlds. With a retractable awning, your customers can
control their environment and enhance the beauty of their homes.
So, why has it taken 20 years to just
scratch the surface of the retractable awning market?
IN THE U.S. AN
ESTIMATED 30,000 RETRACTABLE
AWNINGS ARE SOLD EACH
YEAR. IN EUROPE, THE
NUMBERS RANGE INTO THE
MILLIONS.
WHY THE DIFFERENCE?
In Europe awnings are not an
aftermarket item as they are in the States. It appears that the
majority of the problem lies within the knowledge of our
architects. As an industry, our first step is to educate
architects about the unique features of retractable awnings.
European architects include awnings in their original design
specifications. We must seize every opportunity to stress to the
American architect that this type of awning will optimize the
livability and beauty of the homes they are designing.
How many times have you gone into a
person's home with an unbelievable, western, panoramic view only
to find that the homeowner loves the view but cannot endure the
heat of the room from the setting sun? While this consumer is an
ideal client for the individual retractable awning retailer, it is
better that we, as an industry, reach and educate as many
architects as possible, so that the retractable awnings can be
included in the original plans.
INSTEAD OF
SELLING SINGLE-UNIT RETRACTABLE
AWNINGS TO INDIVIDUAL
HOMEOWNERS, WE COULD
BE SELLING
MULTIPLE-UNITS TO BUILDING
CONTRACTORS!
Once again...we have to emphasize to
architects that retractable awnings afford the homeowner the best
of all worlds.
Secondly, the awning industry should
embark on a consumer-based educational program. After all, if the
majority of consumers do not know that retractable awnings exist,
how can we expect them to ask for one? How can we accomplish this
enormous task? The place to start would be to contact all the
energy companies in the United States.
WE SHOULD SATURATE THE
ENERGY COMPANIES WITH
INFORMATIVE
LITERATURE ON A REGULAR BASIS,
UNTIL THEY CONSIDER
AND THEN INITIATE REBATE PROGRAMS.
Rebates could be given for the
purchase of retractable awnings, such as those already implemented
and given to purchasers of low-flow toilets. In our literature
would be all the positive aspects of owning a retractable awning,
for instance: summer air conditioning costs would be substantially
reduced by blocking the sun and providing shade. Winter heating
costs would go down because the sun's heat would permeate the
interior.
The third step is to market to the
consumer directly. While the Somfy/Sunbrella program is a good start, it is not enough. Our
industry should be attempting to educate the consumer. We need to pool our resources and come
up with a marketing campaign to reach the retail consumers.
Although as an industry we are not that large, we do have exactly
the same potential in fulfilling the number of awning purchases
that the European retail market has already achieved!
CONSUMER AWARENESS
PROGRAMS FOR THE MILK, EGG
AND BEEF INDUSTRIES
ARE WORKING WELL...THE
AWNING INDUSTRY SHOULD
ADOPT A SIMILAR APPROACH AND
PLAN AN "AWARENESS
PROGRAM" FOR ITS POTENTIAL CLIENTS.
The responsibility for the success of
the retractable awning industry is in our own hands. We must have
full knowledge of all of the potential uses, we should strive to
stay on top of the latest
technologies and innovations by
regularly attending seminars offered by the manufacturers, the
WCPA, and the IFAI. When we are
invited to exhibit our products, we should emphasize that for
beauty, comfort and energy-efficient sun control, there is no
better product than the retractable awning.
Howard Goldstein
Alpha Productions, Inc., Los Angeles,
CA |
