Growing Awareness of Window Film

October 6th, 2016 by Katherine Coig

The window film forecast is important for the success of the industry. Casey Flores, account executive for Window Film magazine, led a panel of leading industry manufacturers in the seminar Window Film Live, on the state of the industry and where they see the future of window film heading.

An important aspect of the discussion was how to grow awareness of film, whether in the automotive or architectural market, and how to capitalize on the opportunity that’s left to see growth.

“We need to get better at finding avenues to get into the automotive market—we’re still at introductory growth,” said Harry Rahman, business development director for Huper Optik. “We’re still too focused on the features and products and not the benefits.”

In the discussion, panelists touched on the lack of cars across the United States that have window film, approximately eight billion. It’s not just that consumers aren’t aware of the product—they’re not being educated on the benefits it provides.

“We need to start thinking about it from a service and consumer side,” says Travis Smith, vice president and general manager of performance films for Eastman Chemical Company. “Trends are in our favor, but we need to engage consumers differently.”

Jeffrey Plummer, senior vice president of sales and marketing for Madico Inc., offered a solution. “A lot of our business [window film industry] is word-of-mouth, so make sure your film is installed right,” he says. “Give customers the product that’s right for their project; make sure your product performs as it should. If a customer is happy with the installation, they’ll tell others about it, and that’s how awareness spreads.”

The International Window Film Conference and Tint-Off™ is being held this week at the Henry B. Gonzalez Convention Center and San Antonio Marriott Rivercenter in San Antonio. Stay tuned to windowfilmmag.com for more from the event, which continues through Friday.

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