As part of IFAI’s mission to promote the advancement of applications of industry products, the IFAI Board partnered with its PAMA division this past summer to begin a strategic public relations campaign focused on residential awnings awareness. Although awning companies have mostly fabricated awnings for commercial, retail and high-end residential accounts, much of this market focus stems from the 1940s when air-conditioning was introduced. The air-conditioning industry heavily marketed to consumers, who over the years forgot about the benefits of awnings. Now with rising energy costs and increased consumer interest in outside spaces, the potential for residential awnings is enormous and there is a new need to teach the market about their benefits and availability.
In June 2006 PAMA began work with a top public relations firm. The public relations firm has worked with PAMA to create targeted messages that have been sent to home and garden, home improvement and related publications and broadcast media to grow demand for fabric awnings nationwide. Key messages include:
There are awnings for all types of residents, homes and incomes
As homeowners look to improve their homes, awnings can quickly add beauty and value
Awnings are a great way to protect homeowners and their homes from the sun’s damaging rays
Awnings save energy costs
Awnings can help homeowners increase their time and enjoyment outdoors
Visit www.awningstoday.com to learn more about awnings or to find a nearby Professional Awning Manufacturers Association member
Public relations is the key to the campaign, with a series of ongoing, proactive media relations blitzes reaching thousands of news media, including newspaper and magazine reporters, television and radio producers, and website content managers. These public relations efforts will inspire media and other third parties to promote the purchase and use of residential awnings, building positive consumer and industry awareness.
PAMA members will benefit from this targeted nationwide awareness campaign which will span over two to three years. Only PAMA Members who pay the PR Special Assessment are listed on the www.awningstoday.com consumer Web site so potential buyers can find awning fabricators in their area.
Monday, October 20, 2008
Pre-show Event, IFAI Expo 2008, Charlotte NC
Awning Tour
This full day tour will include stops at John Boyle, a local awning fabricator and a NASCAR Garage
Tuesday, October 21, 2008
In conjunction with IFAI Expo 2008
Awning Symposium - Awning Business: How to Grow Your Bottom Line
Charlotte Convention Center
501 College Street
Charlotte, NC 28202
(704) 339-6040
For more information contact:
Michelle Sahlin
PAMA Managing Director
+(1) 651/225-6948 e-mail mesahlin@ifai.com
For more information about IFAI Expo 2008 visit www.ifaiexpo.com
