WDMA Says New Conference Format Was a Success

The Window and Door Manufacturers Association (WDMA) recently held its fall conference in Las Vegas, Nev., where it presented a new format, combining its technical and membership meetings into one. WDMA said the event was kicked off by PBS star James Burke, who challenged attendees to broaden their thinking of the world and focus on connectivity between people, places and industries.

Speaker Marti Barletta, founder and chief executive officer (CEO) of The TrendSight Group, Winnetka, Ill., presented "Changing Demographics." In this session, Barletta informed attendees that women bring in half or more of the household income in the majority of U.S. households. When it comes to choosing door and window products, according to Barletta, women are far more often the decision makers than men.

WDMA also reported that Barletta advised attendees who are trying to get their message to customers through advertising, that focusing on commodity features and generic details is a waste of time, because consumers are looking for even the smallest advantages a product will provide.

According to Warren Nesbitt, group publisher, Hanley Wood LLC, Washington, D.C., who spoke at the same session, baby boomers continue to drive the housing industry. He said this group focuses on updated kitchens, master suites, decks, great rooms, laundry areas and media rooms.

WDMA boasts that top-level market intelligence was available to attendees at the live focus group on the "Changing Home." Builders and architects served as speakers at this session and answered the question: "If you could run a window and door company, what would you tell your R and D department to do?"

The association reported the following responses: "Bring down the cost of impact glass," said Tim Hernandez, principal, New Urban Communities, Delray, Fla. "Impact glass has great sound qualities and is necessary for privacy in higher-density developments," he added. "The windows are yours, but the houses are ours," said Jack Miller, vice president of sales, Drees Homes, Crestview Hills, Ky. "I favor certification and look for testing of windows," Miller added.

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