Wonder

Sky-Frame Marketing Competitive Landscape

Delivered December 11, 2019. Contributor: Lisa M.

Goals

To obtain a competitive landscape for Sky-Frame in the same format as the attached previous research to be better informed about the market. 

Early Findings

Sky-Frame Sky-Frame has a frameless sliding window with Swiss architecture. There is a flush transition between indoors and outdoors. 
Target Audience Sky-Frame sells to private individuals, architectural and engineering firms, commercial contractors, and general contractors.
 Sky-Frame targets a client that wants a luxury, high-performance window that makes a statement. 
As of 2011, Sky-Frame was active on almost every continent. Currently their products are featured on every continent. 
Recent Campaigns A search of the advertising databases WeLoveAd and MOAT, showed no print or television advertising. 
For Milan Design Week 2019, they had a project called "A Piece Of Sky" that may be viewed here. The description stated, “A Piece of Sky is an exploration of different dimensions, perspectives and spaces. The name of the installation, combined with the experience it offers, conjures up images of the sky, the universe, the earth and its very creation.”
Brand ImageSky-Frame has developed a brand image that reflects quality, aesthetics, and the majority of their pictures connect their windows to nature, beautiful views, and wildlife. 
Sky-Frame regularly wins prestigious design and business awards for its frameless sliding windows, adding to their image of being a superior product. 
This month, they participated in the World Architecture Festival in Amsterdam.
Messaging TechniquesSky-Frame sends out a newsletter that can be subscribed to on their website. 
Their website contains blogs, picture galleries, and press releases that talk about how exceptional and unique their product is, along with projects they have completed for high-visibility clients like Sotheby's.
There is a section that explains to architects about their product with downloadable spec sheets. 
Marketing ToolsThey regularly post on LinkedIn, Facebook, Twitter, and Instagram with pictures and videos of projects and products.  
They also post videos on YouTube and Vimeo, but it is far less frequently. 
They have profiles on websites like Architonic.
Media/Press Releases The Architect's Newspaper- February 1, 2017- Opening of new showroom in Los Angeles. 
 Builder Online- April 11, 2019- Debut of impact resistant doors and windows. 
 Icon Eye- February 27, 2018- Feature piece on the company and their factory. 

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