At the AAMA Conference, Marketing Is on the Menu

February 17th, 2016 by Trey Barrineau

The American Architectural Manufacturers Association (AAMA) might be the leading code-making body for fenestration products in the U.S., but it’s also deeply invested in ensuring that its member companies promote their products effectively.

Chip Gentry tells AAMA National Conference attendees how to plug leaks on lawsuits.

That’s why sessions about marketing were a major focus at the 79th AAMA National Conference, held this week in Huntington Beach, Calif.

“We’ve been a really strong technical organization for decades, but I think we’re coming into our own with marketing,” said Angela Dickson, AAMA’s marketing manager. “It’s important to promote the products and the certifications. Marketing is becoming a good focus for us, and the growth is definitely there. I can see more marketing people coming to the conferences. It’s good to see we’re promoting a lot of the work that gets done on the technical level.”

For example, AAMA’s Marketing Steering Committee is working on consumer-facing content for its soon-to-be-redesigned website, including documents such as “Caring for Your Windows, Doors and Skylights.” AAMA also wants more marketing representatives from companies to attend its conferences, which are held three times a year across the country.

The Aluminum Material Council’s marketing committee has been working to set up a Wikipedia page, but it’s met resistance from Wikipedia, which currently considers much of the content that AAMA has submitted to be self-promoting. AAMA is working to inform the website that it’s the leading certification board for aluminum fenestration products, and it’s also working to supply secondary resources to Wikipedia in order to get the page approved.

The Vinyl Materials Council’s marketing committee is working to help AAMA member companies penetrate the commercial market. Vinyl windows represent about 67 percent of the residential market, but a much smaller share of the commercial market. To increase acceptance of vinyl windows for non-residential uses, AAMA is exploring the possibility of working with the Vinyl Institute (VI) to push back against misinformation in the media regarding the production and consumption of PVC products of all kinds.

Pertinent Presentations

Marketing and standards aren’t the only things on the agenda at the AAMA conference. On Tuesday, attorney Chip Gentry of the Call & Gentry Law Group gave a presentation, “Plugging the Leaks on Lawsuits,” that advised members of the industry on strategies to avoid being sued.

Also Tuesday, Heather Gadonniex of thinkstep gave a presentation on life cycle assessment (LCA) and environmental product declarations (EPDs).

AAMA Honors Members

On Monday night, the 79th AAMA Awards Banquet recognized members for their service and dedication.

Bill Deuschle of Kawneer won the Outstanding Member Award. Deuschle was also named an AAMA Honorary Member for his long years of service to the organization.

Technoform’s Mark Silverberg was recognized with the Distinguished Marketing Award. Roger Lebrun of Velux received the award for Distinguished Service to the Architectural Products Group. Ply Gem’s Cristen Baca was recognized for Distinguished Service to the Residential Products Group.

John Smith of Associated Laboratories received a special recognition award, and AAMA president Rich Walker was honored for 20 years of service to the organization. AAMA also recognized long-time member companies.

Comedian/impressionist Dave Burleigh was the emcee for the banquet.


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