A New Perspective
by Trey Barrineau
October 22nd, 2015

AAMA Goes All In on Marketing; Meet the New Regulatory Affairs Manager

Other than the crab cakes, one thing really stood out for me at this week’s American Architectural Manufacturers Association (AAMA) fall conference at the beautiful Hyatt Chesapeake Bay Resort in Cambridge, Md. – hearing the words “marketing” and “social media” pop up in nearly every presentation and conversation.

“From an AAMA standpoint, we’ve been so focused on the technical aspects of things,” said Angela Dickson, AAMA’s director of marketing. “We feel that people who are bringing marketing representatives to the conference are seeing value in that and that we have sources for them” to inform consumers about the technology behind fenestration. “They don’t have to create it themselves. Members are finding value in that.”

As part of its marketing effort, AAMA is also emphasizing digital communications. For example, several AAMA councils are working on setting up Wikipedia pages, and Dickson urged members to use as many social-media tools as possible in their businesses — Facebook, Twitter, LinkedIn, Instagram and Pinterest. She specifically noted that many architects are on Pinterest because it’s such a visually oriented platform.

And then there was the AAMA mobile app for iPhone/iPad and Android, which was developed by the Association Applications Group of Des Plaines, Ill. The app has a full schedule of events, links to publications, AAMA’s Certified Products Directory, social-media resources and much more. It was first released in 2014, and it was definitely handy at this year’s conference.

Kim Kenzevich, the director of sales and marketing at AmesBury Truth, sees the shift to digital as inevitable.

“I think that there’s a change in the markets,” she said. “People are looking for new ways and different ways to market their products.”

Diana Hanson: An AAMA Newcomer

At the end of one session, I had a few minutes to chat with Diana Hanson, AAMA’s new regulatory affairs manager. She’s only been on the job for two weeks, but she’s learning a lot quickly.

“They’ve had me on the fast track to learning everything about fenestration and all of the regulatory issues,” Hanson said. “I know a lot more than I did a couple of weeks ago. I’ve met a number of people who are very willing and able to help me. I’m very new to the fenestration industry, but I’m not new to the building-products industry.”

Hanson was a founding member of the North American Deck and Railing Association (NADRA). While there, she made presentations at International Code Council hearings.

“I left NADRA in  2010 to do some other things,” she said. “So far, everything’s great at AAMA. I work from home (in Idaho), but I will be doing a lot of traveling.”


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  1. Great article, Trey! AAMA is definitely on the right track with digital resources geared toward both the professional and the consumer. Angela Dickson is doing a great job and recognizes that great technical data is essential, but becomes more valuable when it is understandable and promoted.!
    Your blog post made me feel like I was there at the AAMA conference – I could almost taste the crabcakes!

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