Window Film's New Reality 2010
This has been a very interesting year (to say the least!) for me personally as well as the window film business.
I kidded that this was my company vehicle!
In early 2009 I was just happy to make it through each day and not to brag but given my three stays at the hospital in late 2008 I was happy to make it to dinner!
2009 Disasters Avoided...?
Add to that the worst economy in decades and yet another quiet year in tropical storms and hurricanes (not that we would ever dare sell a film for hurricanes
)
Well you get the picture!
The industry trends are clearly affected by the economic woes that we all share.
Far too often the film manufacturers followed a strategic plan that is more about wishful thinking than a dose of cold reality. I'd love to have been a fly on the wall at the business planning sessions last December!
Can you imagine forecasting growth during a near depression?
My guess is several big shots bit the bullet in 2009 for doing exactly that!
As an independent window film dealer we have had our share of hurdles yet our growth numbers are double digit and our profits were better than we had experienced in 2008. We leveraged the advantage of our experience and were smarter about our marketing approach.
We improved our tactical strategy by adding the Window Film USA venture as well as augmenting Armorcoat and Madico into our solutions portfolio. Our flagship window film solutions Huper Optik and Vista Films are the solid foundation of our three years of success since leaving 3M. Still this economy has taught us all a lesson in humility.
We might all be tempted into a false sense of optimism given the trends in the economy and consumer spending.
Instead I'd caution that you be very conservative in forecasting improvement.
There continues to be enormous challenges in 2010.
Here's my free advice for window film manufacturers:
2010 will be a hell of a year one way or the other!
If you need assistance in growing your sales, call me at 877-575-3456
Mike Feldman
In early 2009 I was just happy to make it through each day and not to brag but given my three stays at the hospital in late 2008 I was happy to make it to dinner!
Add to that the worst economy in decades and yet another quiet year in tropical storms and hurricanes (not that we would ever dare sell a film for hurricanes
) Well you get the picture!
The industry trends are clearly affected by the economic woes that we all share.
Far too often the film manufacturers followed a strategic plan that is more about wishful thinking than a dose of cold reality. I'd love to have been a fly on the wall at the business planning sessions last December!
Can you imagine forecasting growth during a near depression?
My guess is several big shots bit the bullet in 2009 for doing exactly that!
As an independent window film dealer we have had our share of hurdles yet our growth numbers are double digit and our profits were better than we had experienced in 2008. We leveraged the advantage of our experience and were smarter about our marketing approach.
We improved our tactical strategy by adding the Window Film USA venture as well as augmenting Armorcoat and Madico into our solutions portfolio. Our flagship window film solutions Huper Optik and Vista Films are the solid foundation of our three years of success since leaving 3M. Still this economy has taught us all a lesson in humility.
We might all be tempted into a false sense of optimism given the trends in the economy and consumer spending.
Instead I'd caution that you be very conservative in forecasting improvement.
There continues to be enormous challenges in 2010.
Here's my free advice for window film manufacturers:
- Your channel is the key factor for your sales this year. If you circumvent the channel your short term success will be ultimately destroyed by your log term decline.
- Your channel; that individual dealer represents your brand. If you continue to dilute your caliber of dealer you will lose the larger and more important battle for the affluent consumer.
- Distribution is a key success factor but you need to be extremely well represented because a poor distributor or rather an incompetent distributor can kill your business.
- Support your dealers with loyalty programs as well as improved co-ops and training.
- Remember this: There are no entitlements in 2010. Whatever you have; whatever you think you have is an illusion.
2010 will be a hell of a year one way or the other!
If you need assistance in growing your sales, call me at 877-575-3456
Mike Feldman
Posted by Mike Feldman at 12/14/2009 9:43 AM 
Categories: Windowfilmusa.com, Consulting Coaching
Tags: Window Film 2010
Categories: Windowfilmusa.com, Consulting Coaching
Tags: Window Film 2010
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