 |  |  | |  | |  | |  | |  | |  | |  | |  | |  | |  |
|
|
Promotion
Throughout the years, Andersen has built its promotional strategies around the changing role of the home, the company’s heritage, and the emotional appeal of its products. In the 1930s and 1940s, the home was understood to be an investment in the American Dream. Andersen urged consumers to add value to their investments with the proclamation that “Only the Rich Can Afford Poor Windows.®”
The 1950s saw homeowners become more brand conscious. Andersen responded by asking people to look for builders who choose Andersen products, as an indication of the quality the builder would put into the rest of the home.
Enter the 1960s, the era of remodeling, and Andersen Perma-Shield® windows. As people replaced old windows, what could be more valuable or timely than windows and patio doors that required little or no maintenance?
By the 1970s, with the emergence of the first real energy crisis, homeowners became energy conscious. Families battled for control of thermostats. With the message, “The Beautiful Way to Save Fuel,®” Andersen emphasized that the home can be both beautiful and energy efficient.
In the 1980s, television advertising was the king of marketing mediums. At this time Andersen became the first window company to advertise on television, with the theme, “Come Home to Quality, Come Home to Andersen.”
By the 1990s, as Baby Boomers showed signs of burnout from the stress of the workplace, they looked to their homes as an escape. By inviting people to “Come Experience Andersen Light,” Andersen was able to leverage the idea of home as an appealing cocoon.
Today, Andersen knows that people are looking at their homes in new ways. No longer are homes the passive, safe havens they were in the 1990s. They are now a place where people proactively blend style with technology and self-expression. Andersen’s current communications capture this new point of view with “Long Live the Home.™” |
||