the fizzle of window sizzle - awdi · 2017-05-16 · the fizzle of window sizzle replacement...
TRANSCRIPT
The Fizzle of Window Sizzle
Replacement windows, like storm windows before them, have prospered for decades using consumer direct in-home sales driven by the singular mantra introduced in the 1920’s by Elmer Wheeler: “Don’t Sell the Steak. Sell the SIZZLE!”
The Fizzle of Window Sizzle
He explained that it isn’t the cow that sells the Steak, but the sizzle and success is built on finding the sizzle in any product.
Windows have relied on “Sizzle” for 90 years.
The History of Window Sizzle! “Sizzle” is the core of all Features & Benefits
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Welded Frame and SashConstant ForceBalances7/8” Dual Pane Gas-Filled Lo w-e GlazingPremium Scr een IncludedSelf-Clean Glass •All Models and Sizes
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The Best Replacement Windows areCareFree100% Rigid PVC Vinyl
10
CONSIDERATIONS WHEN 100% OTHER FRAME MATERIALSSELECTING FRAME RIGID Vinyl Clad Vinyl CladMATERIALS FOR WINDOWS VINYL Aluminum Wood Steel Wood AluminumWill It Remain StructurallyStrong for Years of Yes Yes Yes Yes Yes YesTrouble-Free Service?
U-Value of Frame 1.3 1416 1.2 312 1.3 250-600
fI ylnOfI ylnO dloC ro taeH seoDTransmit Through No Yes Wood is Yes Wood is Yes
yrD tpeKyrD tpeK?lairetaM eht
ehT ylnOfI ylnOfI ylnO hcuoT ot mraW tI sIEven in Yes No Wood Is No Wood Is Vinyl
mraW sIyrD tpeKyrD tpeK?retniW eht
fI ,seY tsuM dooWyreVfI ,seYgnitniaP eriuqeR tI lliWor Other Regular Never Scratched Often Often Be Painted Scratched
netfO?ecnanetniaM
nO ,seYnO ,seY wohS sehctarcS lliWDifferent Color Material No Yes Yes Yes the the
munimulAdooW?tniaP eht rednU
munimulAdooW leetS ,edorroC ,leeP ,tiP tI seoDRot, or Warp in Bad Weather Never Yes Yes Will Will Rot Will Pit
edorroC dna praW dna edorroC?gnigA larutaN yb ro
nO ,seYnO ,seY retaW dna paoS seoDCleaning Make the Material Yes No No No Vinyl, Not Vinyl, Not
munimulA nO dooW nO?niagA weN kooL
COMPARISON OF WINDOW FRAME CONSTRUCTION MATERIALS
IS THERE ANY DOUBT ABOUT THE SUPERIOR FRAMEMATERIAL IN CAREFREE WINDOWS?
Vinyl is superior to allother window materials!
OVER 1400
OVER 300
1.36
.77
.46
0 2 4 6 8
AluminumFrame
SteelFrame
Single GlazedWood Window
Wood Windoww/ Storm Sash
CARE-FREEPREMIUM
WINDOWS COMPARISONOF "BTU" LOSS
The History of Window Sizzle! Any Sizzle
creates favorable comparison to all other competitors
The History of Window Sizzle! Wood Windows
have existed from the 1500’s or earlier.
! The first “sizzle” feature created was a variety of frame designs Page from Paine Lumber Catalog 1893
AWDI Archives
The History of Window Sizzle! Then came
special shapes
Page from Roach Catalog 1893 AWDI Archives
The History of Window Sizzle! In 1923 They began
to sell a new “Sizzle”! Offering Steel
Casement Windows so women didn’t have to struggle with opening stuck wood sash
Page from Hoffman Sales Brochure 1923 AWDI Archives
The History of Window Sizzle! Notice the
“Sales Pitch” ! These were
Steel Windows, selling women differentiation over wood
Page from Hoffman Sales Brochure 1923 AWDI Archives
The History of Window Sizzle! Next came the
pitch for Energy Saving
! 1929 “Sizzle” from Sears
Page from Sears Catalog Brochure 1929 AWDI Archives
The History of Window Sizzle! Next came the pitch
for Maintenance Free
! Kawneer introduces the Aluminum Window
! 1936 “Sizzle”Page from Kawneer Catalog 1936 AWDI Archives
The History of Window Sizzle
! “Sizzle” moves to the Glass Package
! Introduction of Dual Pane Glass
! PPG “Sizzle” in 1958
Page from PPG Catalog 1958 AWDI Archives
The History of Window Sizzle
Page from PPG Catalog 1958 AWDI Archives
With and Without Spacer.
The History of Window Sizzle
! Next came another new frame material
! First US PVC Window System
! Goodyear, 1959! Polytex and
Fiberlux ! Space Age Plastic
Sizzle Sideload Fiberlux Mechanically fastened AWDI Archives
The History of Window Sizzle
! Technology added “sizzle” in the 1970’s
! All welded frame and sash
Laser welded corners of frame and sash AWDI Archives
The History of Window Sizzle
! Technology added more “Sizzle” in the 1980’s
! Advent of Warm Edge IG units
AWDI Archives
The History of Window Sizzle
! More Glass “Sizzle” in the 1990’s
! Low e Coatings and Heat Mirror Film
AWDI Archives
The History of Window Sizzle
! More Glass Performance “Sizzle” in the 1990’s
! Gas Filling
AWDI Archives
The History of Window Sizzle
! More became better
! Triple Glazing in 2000’s
AWDI Archives
COMMODITY
PRO
DU
CT
PER
CEI
VED
VA
LUE
INN
OVA
TIO
N
INN
OVA
TIO
N
INN
OVA
TIO
N
Window Sizzle Died in 2015! Every Product runs risk of turning into a
commodity when innovation runs out
Window Sizzle Died in 2015! There is little or no sizzle left. ! No differentiation.! Everyone is selling the same thing! No more “Mine is better”! Why?
Window Sizzle Died in 2015! No technology is coming that produces
economically justifiable results! EPA (Energy Star) and Building codes no
longer drive product improvement! Small, segmented features are being
added (Hurricane glass, ADA)! Tax incentives are being dropped
Window Sizzle Died in 2015! Energy Star halted raising the
performance bar for windows with Directive 6. Cost to make windows better over-took savings potential
! Efficient Windows Collaborative ceased showing performance of various configurations because there were little to no performance differences
Window Sizzle Died in 2015! ASTM 2112-(2007 version) was renewed
in 2016 with no changes or additions. Nothing significantly new to do.
! Utilities and IRS removed or reduced incentives
! Building code window requirements remain stagnant
What’s the Next Sizzle?
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