Pilkington Self-cleaning Glass: Marketing FAQs
Q. What is Pilkington's marketing strategy for Pilkington Activ™?
A. On the commercial project side, we are increasing awareness of Pilkington Activ™ Self-cleaning Glass and Pilkington Activ Suncool™ among architects through advertisements, award sponsorship and competitions. At the same time, we are targeting architects who have live projects that may be suitable for Pilkington Activ™. We are also targeting marketing efforts at the social housing market, where there are considerable opportunities in three storey and above dwellings, plus consumers via TV advertising and PR.
Q. Does the unit come with the logo on or does the Installer have to apply it?
A. We encourage IGU manufacturers that all Pilkington Activ™ units should have the logo label with Installer and Consumer instructions applied by the IGU manufacturer.
Q. Are there still Pilkington Activ™ partners?
A. No the partner arrangement was for the launch period only, which ended on 31st March 2003. We now encourage Installers to go onto the Pilkington Activ™ Supplier finder.
Q. I have some literature which refers to a hologram?
A. This was used during the launch period and has now been withdrawn.
Q. How do I pronounce the brand name?
A. The product name is pronounced Active, not Acteev.
Q. How do I get my company on the Pilkington Activ™ Installer finder?
A. Firstly you need to be an installer, trade suppliers aren't eligible (however we are keen that their installer customers are on the site). There is then a simple form that needs to be completed. Copies are available from firstname.lastname@example.org or from the helpline on 01744 692000. You will also be able to have a hyperlink to your own website if you wish.
Q. Will IGU samples combined with Pilkington K Glass™ be available?
A. You should obtain any samples you require from your IGU supplier. It is recommended that samples are used for appearance purposes only. This is because Pilkington Activ™ needs 5-7 days exposure to UV light to charge the coating initially and regular exposure afterwards. This means that samples kept in salesmen's cars for example would not properly demonstrate the self-cleaning characteristics of the product.
Q. Will there be any further marketing support from Pilkington?
A. Yes. There will continue to be strong ongoing PR and sales support for this product. The aim being to help in building on the consumer awareness of Pilkington Activ™ generated via TV commercials, and providing you with the materials and other support you need to help you to sell successfully. You are encouraged to carry out your own marketing activity at a local or regional level to reinforce the message to consumers and achieve your own added value sales. Please refer to the Advertising and Identity guidelines.
Q. What is the average cost of cleaning a commercial building?
A. Pilkington carried out a survey to answer this question and concluded that there is no typical case. Most architects we spoke to agreed that there are too many variables, such as size of building, amount of glazing, accessibility, and the attitude of the owner, to quote an average. However, low rise buildings, those of four stories and under, tend to cost £2000 per annum. Medium rise buildings of five to eight stories tend to cost £5000 per annum. And for taller buildings, the bill can be up to £50000 per annum, depending on how tall they are. These do not include the cost of the capital cleaning equipment installed when the building is built. A summary was produced by the BRE (Building Research Establishment).
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