Review This Ad: Architect or Guardian?

Marketing & Sales — By Mark Wanczak on May 27, 2009 at 12:12 pm

For this week’s Review This Ad, we’re taking a look at a print ad pulled from March/April’s GreenSource for Kawneer. I chose this ad for two reasons. First, it’s much more visually intriguing than the majority of the other ads in this issue. I’m not a big fan of upside down copy, but it works here and entices you to take a second a read the ad. Second, it directly addresses architects, something you don’t often see. Instead, most ads attempt to speak to architects indirectly.

Do you think the message of architect vs guardian is too strong or insulting to architects? Would you rather know more about the product and not just its green features? Speak up in the comments section and let us know what you think!

Review this Ad is a regular feature allowing Konstructr members to show their views on the advertisements targeting their industries. This feature was born out of the frustration with the overwhleming lack of creative advertising seen in architectural and building trade publications. We hope you’ll contribute your thoughts and ideas.

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  • Mark, you're right, this is a branding effort, not a product ad. Kawneer must feel it is time to strengthen the perception as a company aware of, and supportive of sustainability. They know it is important to the first step in their selling cycle, the architect. The message is clear. They have probably succeeded in getting their attention, with the unique presentation. I question the feeling I'm left with as a result of use of the darker gray (it seems overly foreboding), but the real question is, does this ad help architects remember Kawneer when it comes to the initial design and specifications?

    William, to your second comment, maybe they aren't there with their own product or processes yet, but this approach can also shift focus away from that.
  • William Lull
    The might even make me suspect that Kawneer did not have a lot to offer in the way of product merits, so they are making a no-lose argument. I would rather see someone brag about using a T-5 instead of T-4 tempering in their aluminum extrusions, and how they can do it at no added cost. That will filter down as benefit to the client, instead of blowing smoke in the architect's ear.
  • William,

    This month's GreenSource has another ad from Kawneer (page 11) that takes a similar approach. It advertises that Kawneer's products have BIM models available on their site, but does not target any specific product or benefit. I'm not sure that I've seen a product-specific ad from Kawneer recently that promotes the advantages or benefits that filter down to the client.
  • William,

    You make a good point about this ad's purpose. Is it to get Kawneer's product specified? Or is more of sustainable branding attempt. I tend to think the latter. As Frank pointed out in his comments, there's seems to be a risk here on Kawneer's part by targeting architects so bluntly while their own products seem contradictory to the messaging in the ad.

    Of course, the irony here is that ultimately it's the architect's decision to choose which products to use, and if an architect, such as Frank, recognizes the lesser-known (advertised) ecological hazards, then he or she won't use it if possible.

    Frank, you're reaction is what I suspected from an architect who already understands his role as a 'guardian.' I think it's dead on and am happy to hear it come right from an architect.

    Thanks for taking the time to comment. I hope you'll continue to add your input in future posts, it's much appreciated.
  • William Lull
    How does this ad directly promote Kawneer? Seem it is just jumping on the green bandwagon, rather than saying they make any special contribution to the industry or the planet. You could be making door mats, drywall or roof shingles and the ad would be the same. How does this ad get you specified in a project?
  • I think it's a naive ad. Kawneer is taking a shot at their key customer while being a significant producer of greenhouse gases in their manufacturing process.
    We have 18 LEED AP's on staff and we do go out of our way to make a project as responsible as practical for the client, local and budget. Including Kawneer made from smelted, strip mined aluminum.
    I just got back from a job meeting and we pushed the project from certified to silver including a Kawneer storefront....

    www.ma-architects.com
  • Personally I am happy to see an ad drawing attention to the role of architects in protecting the planet. The traditional contract (AIA) documents used by architects protect their interests in nearly every way conceivable. It is too easy for an architect to simply claim that they are merely following their marching orders and designing what the owner desires I think it is important for all parties involved in a development project to consider the role the architect should play in ensuring a viable and sustainable future for all.
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