PAMA Promotes Fabric Awnings and Canopies to Residential and Commercial Markets
As part of IFAI’S mission to make end-users more aware of specialty fabrics products and to increase the market for specialty fabrics, the IFAI Board partnered with its PAMA division starting in 2006 on a strategic public relations campaign focused on residential awning awareness. Homeowners’ awareness of awnings and their benefits has been low since the 1940’s when air-conditioning was introduced. The air-conditioning industry heavily marketed to consumers, who over the years forgot about the benefits of awnings. However, with the recent rise in energy costs and increased homeowner interest in outdoor spaces, the potential for residential awnings is enormous and there is a continuing need to teach the market about their benefits and availability. The public relations campaign, Awnings Today ran five years resulting in billions of media impressions in print publications, publications’ websites, radio, TV and cable broadcast and social media.
While Awnings Today originated as a residential campaign it grew to incorporate resources and educational outreach to the commercial market as well. Today PAMA continues to actively promote fabric awnings and canopies to both residential and commercial markets through information on this website, social media, news releases and collaboration with other professional groups.
Information to residential and commercial end-users includes:
• There are awnings for all types of residents, homes and incomes, old or new buildings, retail, office complexes, hospitality facilities and institutions. Awnings revitalize new and existing homes and buildings by providing color, texture, and elements for branding and signage.
• Awnings protect families, pets , homes and home furnishings from the sun’s damaging rays. They also protect store fronts and window displays from sun damage.
• Awnings save energy and reduce energy costs. They make the interior of a room or office more comfortable, even near a window where air-conditioning is not affective. They reduce glare and help control daylighting in a room or office.
• Awnings help home owners increase their time and enjoyment outdoors. Restaurants can expand seating and ensure the comfort of their patrons using an awning or canopy over an outside seating space. Public spaces are enhanced with shade provided by awnings and canopies.
More information about residential awnings, commercial awnings or to find a nearby Professional Awning Manufacturers Association Member.
PAMA uses public relations as a key element in promoting awnings and canopies. A series of ongoing proactive media relations communications reach thousands of new media, including newspaper and magazine reporters, television and radio producers and website content managers.
PAMA members benefit from this targeted nationwide awareness outreach. All PAMA members are listed on the website so potential buyers can find awning fabricators in their area.
Be part of ongoing educational outreach to residential and commercial markets.
JOIN PAMA TODAY!
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