A window of opportunity
FOLLOWING ITS launch in September 2007 the Wood Window Alliance (WWA) is forging ahead with its plans to highlight the thermal efficiency, durability and beauty of 21st century wood windows, targeting professional, trade and consumer audiences.
A real breakthrough for the wood window industry in the UK, the formation of the WWA marks the first time that so many companies have come together to create a powerful marketing campaign for wood windows in the UK, placing product quality, industry standards and sustainability at its core. As well as “starting a window revolution”, members of the WWA share a common belief that the government’s call in the housing Green Paper for a “revolution in the way we build, design and power our homes…” is a significant opportunity and something in which wood windows have a major role to play.
Testing the market
One of the WWA’s stated objectives is to address some of the misconceptions about performance and durability which have been propagated by competitors of the timber window industry.
In order to get an up to date picture about consumer attitudes and opinions, at the end of last year the WWA commissioned a piece of Omnibus research which posed some key questions about wood windows to a nationally representative sample of just under 2,000 adults in Great Britain. The research will be used to inform and guide both the trade and consumer campaigns in terms of its key messages, focus and activity in 2008.
The results show clear opinions about sustainability and aesthetics and, crucially for the campaign, the durability and maintenance of wood windows. For example, 36% of homeowners agreed that double glazed wood windows would increase the value of their property, with 13% disagreeing. And when it came to environmental concerns, 42% of the sample agreed that “wood windows are the most environmentally friendly choice of window” with 22% disagreeing. And 57% agreed that wood windows can be single, double or triple glazed, an encouraging result for an industry which has been dogged by the misconception that wood windows can only be single glazed. When it came to good looks, 49% (versus 25% who disagreed) agreed that wood windows just look better than PVC.
But it was on the key topics of maintenance and durability that outdated views about wood windows really surfaced. On durability for example, only 27% thought that wood windows were as durable as plastic (versus 45% who disagreed) and on maintenance, opinion was similarly split with 23% agreeing that wood windows are as easy to maintain as plastic (versus 47% who disagreed).
Maintaining the momentum
The WWA announced its plans at the start of the year at the first members’ meeting since the launch. Plans include significant investment in a trade advertising campaign later in the year, as well as the promotion of the distinctive heart and tree brand mark to consumers.
The WWA will also be working closely with Department of Environment Food and Rural Affairs and the Building Research Establishment (BRE) to ensure the sustainability, thermal efficiency and durability of 21st century wood windows is recognised in the development of future housing policy.
Green Guide update
This month the British Woodworking Federation welcomed the BRE’s update of the TWA (Timber Window Accreditation) Scheme.
BRE has reassessed the rating based on advice from industry experts that the technical criteria for the TWA Scheme required casement windows to be glazed using drained and vented systems.
The Guide uses Life Cycle Assessment (LCA) to assess the sustainability of products and uses a scale of A+ to E to grade performance.
The update is more good news for the wood window industry. The Green Guide has put wood products, such as windows, at the top of the class in terms of climate change.
The alliance also has a new campaign manager, Ruth Oloyede, whose strong marketing background will provide a sound basis for WWA activities.
Oloyede says timber window manufacturers, retailers and installers are really missing out if they are not members of the WWA this year.
She said: “The campaign has real momentum and will continue to drive new business to its members though strong, distinctive marketing, as well as actively representing them in the forum where policy and standards are determined. The more members we have, the more powerful the campaign.”
Last year was a real breakthrough for the timber window industry in its fight back against PVC-U and the commitment of the alliance members to the cause will ensure a progressive success for the remainder of 2008 and beyond for the WWA and the wood window market.
