The IWFA View
Transcription
The IWFA View
The IWFA View News from the International Window Film Association February – March 2015 SIZINGUP the Market Features Inside: New MAC Chair Auto-Tint Careers Manufacturer News The IWFA View February – March 20151 IN THIS ISSUE President’s Wavelength . . . . . . . . . . . . . 3 Join the IWFA Today! News You Can Use . . . . . . . . . . . . . . . . 5 Stand Proudly With Us! Features How big is the window film market? Articles to make more sales and keep you informed Holiday Inn Chicago Mart Plaza. . . . . . . . 7 Noteworthy News . . . . . . . . . . . . . . . . . 9 Letting the sunshine in! News from IWFA Manufacturer members Member Profile . . . . . . . . . . . . . . . . . . 10 Jim Freeman. Owner of Tint America Film National Window Film Day . . . . . . . . . . . 12 The IWFA builds on the success of the inaugural day started in 2014 Membership has its privileges. By joining the IWFA you can receive discounts on key activities such as regional conferences, accreditation and training programs. As well get technical publications and materials with exclusive access to marketing information to support your business more effectively. Call the IWFA at 276 666 4932 today or email us at [email protected] The IWFA View is published and copyrighted by the International Window Film Association, a registered 501(c)(6) organization located in Martinsville, VA. Copyright and Restrictions. All information displayed, transmitted or carried in The IWFA View™ published by the International Window Film Association (IWFA) is copyright protected. Permitted Use. You may make a single copy of the Content displayed in The IWFA View or IWFA Web Site for personal, noncommercial use only, provided that you do not remove any trademarks, copyright and any other notice contained in such Content. Contact the IWFA at [email protected] for more information. To subscribe to The IWFA View, visit www.iwfa.com and ‘click’ on the icon for The IWFA View. You will be prompted to include your email address to ‘opt-in’ and subscribe to the magazine and content from the IWFA. 2 The IWFA View February – March 2015 The IWFA View My View How Big is the Window Film Market? By John Parker, IWFA President As president of the IWFA I am frequently asked this question. While there are a few niche research firms that try to gauge the size of the market I think it is probably pretty difficult to measure. But recently, our IWFA Executive Director Darrell Smith was invited to an Advanced Research Projects AgencyEnergy (ARPA-e) workshop of top officials, researchers and facilities executives from such places as the Department of Energy (DOE), Lawrence Berkeley National Laboratory and others. The December / January edition of the IWFA View offered an example of this path in its Member Profile. Eric Hofer of Xlnt Tint Window Tinting of Owings, Maryland was profiled and not only did the former sales professional buy an existing business, but the first thing he did was get in touch with the IWFA to expand his knowledge of window film. He also purchased the IWFA’s booklets and took its accreditation courses. He believes that next to his dealership, the IWFA is one of the best investments he’s made, since he is really investing in himself when he supports the IWFA. The IWFA is a trade association created by businesses to act as a forum for working together in a “company neutral” fashion. Working on behalf of the industry as a whole is critical to affect any meaningful change or improvements. During the ARPA-e presentation the speaker shared some interesting facts that will give us all some food for thought, if not for our tables! §§ Buildings account for 40% of all energy used in the U.S., and windows alone are responsible for 25% of the energy consumed by a typical building. §§ 40% of US commercial buildings have single pane glass §§ 33% of US residential buildings have single pane glass Given these figures for single pane glass alone, the market for flat glass window film is HUGE. These statistics may be a reason why more business professionals are recognizing the opportunity and getting into the window film business. The knowledge they bring is how to successfully run a business versus how to install window film. Some buy an existing business and work to expand its services and market. One of the great benefits of our association is the “all for one” representation of the industry within which it works. It provides a broader resource of information when considering actions that could affect the marketplace. Of course a “company neutral” environment is first and foremost a key requirement for trade associations. Companies are prohibited from discussing many items within the trade association environment. Specifics on pricing, production and capacity, what you make, who you sell to, are all off limits. These limitations turn out to be great “enablers” because they allow industry leaders to consider bigger issues. Trade associations create the forum to ask questions regarding issues that affect the market as a whole. These are issues that are so broad that a single company working alone could not answer them all. (My View, continued to page 4) The IWFA View February – March 20153 QUESTIONS (My View, continued from page 3) Here are Examples of Questions Pertinent to the Window Films Industry: “How do the various automotive tint laws affect our industry?” “How does window film fit in with changing building and safety codes?” “How can we get energy companies to promote window film?” “What information can we generate to aid governments and institutions?” “What are the factors that restrict the growth of window film?” “How can we better educate people about window film and spread the word about its many benefits?” The IWFA works to embrace participation from all industry members. This means it is possible to influence its direction and all it takes is a little effort from an association’s membership. It’s also not a secret that most successful companies around the world participate in their industry association. This is why the IWFA’s Members Action Committee (MAC) is so important and it is a privilege really to have the opportunity to participate in the MAC. Leading the MAC is a new chair, Jim Freeman of Tint America. Jim is filling the large footsteps left by its former chair Jack Mundy, president of Ener-Gard, Canada’s largest window film distributor that opened in 1978. Among many accomplishments, Jack was instrumental in focusing the MAC on programs that brought the IWFA to you through smaller, regional conferences that ensured more bang for the buck and this very magazine – The IWFA View, which is another forum for sharing helpful information for our members. As we look ahead to spring and the busy season, keep in mind the size of the market. Don’t be afraid to help others get into the business and join in the action at the IWFA either though the MAC, contributing an article to the IWFA View or whatever you have in mind! The market is huge and there is plenty of ‘food’ in the form of single pane windows to feed all our families with a huge bounty! HAPPY WINDOW FILMING! Is Automotive Window Film Your Pathway to Success? Installing window film for vehicles is a great way to get into the window film business. Many dealers cut their teeth and their razor knives installing auto tint at an early age. The benefits of window film for trucks and cars parallel the benefits of window film for homes and buildings. It can help keep cars cooler by knocking down the solar heat gain. In addition, as people spend more and more time in their vehicles either as commuters or in their jobs, they face more exposure to the sun’s harmful UV rays. Studies have shown that in North America, drivers will often have damaged skin on their left side more pronounced than the right, and in countries such as Australia, where they drive on the other side of the road, the damage is on the opposite side of the upper half of their bodies. The recognition that the sun’s UV rays can harm your skin through glass that does not have a quality window film on it is starting to penetrate the market. More dermatologists are recommending window film as ‘always on’ protection from the sun. In addition window tint may reduce a car’s interior from fading, the dashboard from cracking and the wood grain from losing its luster. (continued to page 5) 4 The IWFA View February – March 2015 (continued from page 4) Another selling point is that window films will help to hold the glass together should it undergo a strong enough impact to causes breakage and help to prevent a rainfall of little glass square beads from showering a child or passenger strapped into their seat. Installation prices can vary widely depending on the size of the windows, whether they are curved and the type of film wanted. The opportunity for automotive window film installation is significant. Many installers establish a relationship with car dealers to offer tint services and even paint protection film. You can learn the business by trial and error without any training, but your customers might not appreciate it. The best way to get started is to get a job somewhere and learn from scratch. Often working with an established window tinting company is a great way to learn from an experienced installer. In addition, the IWFA offers an informational booklet on automotive window tinting and accreditation. It’s worth obtaining a copy of the IWFA Automotive Education Guide at www.iwfa.com. To get started you may only need a few hundred dollars, a business license depending on your state or local laws and that’s it. The IWFA also offers a comprehensive guide on window tint laws for North America. It can found on the IWFA’s website in the Consumer section under Automotive Window Film at IWFA State Law Charts For Automotive Film. There is competition in most metropolitan areas, and that’s a good thing. If there are no competitors in the area, then that might be a red flag to be thrown up, since it could mean there’s no demand. The last thing you want to be found doing is installing window tint that breaks the law in your area, so follow the rules shared by the IWFA and you will last a lot longer in the business than if you fail to do so. News News News News News News News News News News News You Can Use Window Replacement – Cost vs Value Study COSTVS VALUE Information compiled by Remodeling Magazine compares average cost for 36 popular remodeling projects with the value those projects retain at resale in 102 U.S. markets. According to the Remodeling 2015 Cost vs. Value Report (www.costvsvalue.com) the average job cost for a ‘midrange’ wood or vinyl replacement windows in the U.S. is around $11,000 while they add about $8,000 to the resale value of a home. Items that had the biggest bang for the buck were such things as garage door replacement, entry door replacement and vinyl siding. NARI Cost-savings and Payback Periods Top of Consumers Minds For Remodeling The National Association of the Remodeling Industry’s (NARI) released its fourth-quarter Remodeling Business Pulse (RBP) data of current and future remodeling business conditions that continue to point to growth. Currently 67 percent of remodelers nationwide are seeing growth compared to only 15 percent who are reporting declines. http://www.nari.org/current-conditions-reflect-lower-growth-rates-in-remodelingindustry/.According to NARI 94 percent of remodelers are involved in one or more energy savings upgrades, with added insulation, high R windows and high efficiency furnaces being the most popular. The IWFA View February – March 20155 (News You Can Use, continued from page 5) Harvard Study Forecast Slower Growth For Home Remodeling in 2015 As the broader housing market continues its sluggish recovery, growth in home improvement spending is also expected to soften throughout the coming year, according to the Leading Indicator of Remodeling Activity (LIRA) released by the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University. The LIRA projects annual growth in home improvement spending will decelerate from 6.3% in the first quarter of 2015 to 1.6% by the third quarter. Using Natural Daylight – Offers Many Benefits Window films go hand in hand with the trend toward using the sun’s natural light to brighten the workplace and homes. However, too much of a good thing can cause problems – such as letting the sun have unrestricted access to the interior, which can lead to heat build-up, glare and UV damage to the skin and interior furnishings. With window film in place a building can have the best of both worlds – controlling many of the sun’s negative impacts, while letting in abundant daylight. Human Performance Benefits Daylighting provides superior quality, fullspectrum, flicker-free light that positively impacts behavior. People feel better with natural light, particularly during the dark days of winter. In study after study, daylighting may be correlated to dramatic improvements in human performance in retail, workplace and educational facilities. Daylighting may: §§ Improve employee morale §§ Reduce absenteeism §§ Reduce errors §§ Improve product quality §§ Increase productivity With window film in place a building can have the best of both worlds – controlling many of the sun’s negative impacts, while letting in abundant daylight. 6 The IWFA View February – March 2015 Letting The Sun Shine In At The Holiday Inn Chicago Mart Plaza The Holiday Inn Chicago Mart Plaza is located atop the landmark, 24-story mixed use Apparel Center. The hotel sits near the confluence of the East, North and South branches of the Chicago River. The complex was designed by Skidmore, Owing and Merrill, known for designing the tallest buildings in the world. The 2.5million square foot riverfront complex opened in January 1977. The hotel offers omni-directional views of the City with half its guestrooms having westerly and southern exposure with no overshadowing from nearby office buildings. The 521-room hotel also includes a large sky-lit glass atrium and lobby that receives significant solar exposure. The hotel has 25,000 square feet of flexible meeting space, which includes floor to ceiling windows in its 15th floor meeting rooms. Direct ultraviolet exposure from the sky-lit atrium, caused the hotels Front Desk employees to experience glare in the morning until the sun arched across the horizon. This direct exposure made it difficult for them to perform their tasks. Additionally, solar loading created excessive heat build-up on the upper floors of the atrium thus creating uncomfortable temperatures year around. During the winter months, Air Conditioning had to be run midmorning to late afternoon to mitigate the raised space temperature. The hotel installed window treatment on the lobby level, but it blocked the magnificent views of the river and skyline. As in all structures, the exterior of the building had to maintain its prominent design. With its iconic location on the rivers bend, tourists partaking in river tours, Chicagoans on foot, and river traffic viewed the massive structure as they traversed on and near the river. Guestrooms that faced south and west had solar loading and glare issues. Window treatment was left in varying positions causing a checkerboard effect as viewed from the street thus reducing its curb appeal. Director of Facilities Bruno LaMountain, looked into ways to improve the comfort and climate of the hotel. At the time, the building was working toward LEED certification and was undergoing a $20-million redesign that included extensive ecological programs including installing window film (to reduce solar loading and subsequently energy costs). John Parker, president of the IWFA and owner of National Security & Window Filming, based in Oak Forest, IL, was contacted to meet with Bruno LaMountain and evaluate what application of window film would be best for the hotel. National Security & Window Filming is a family-owned and -operated business with more than a decade of experience in the installation and service of window films. John and his team came up with a solution and presented it to Bruno LaMountain, to install exterior window film designed to the atrium skylites due to the exposure to the elements and another window film for the guestrooms that would provide the protection from solar load and sun damage without darkening the fabulous views from the guestrooms. It was agreed upon and John’s team began to install window film. LaMountain tracked their progress by measuring various areas and substrates to determine temperature gradients and noted as much as a 20-degree delta in surface temperatures. “Overall we have reduced the temperature in the lobby area significantly, said LaMountain, after the installation was complete in that area. “Now on hot summer days, the HVAC system can easily (Chicago Mart Plaza, continued to page 8) The IWFA View February – March 20157 (Chicago Mart Plaza, continued from page 7) handle the cooling load while maintaining electrical consumption; we now have extra cooling capacity”. The guest rooms were the next phase of installation. Older existing window film was removed and new, more advanced window film installed. Reducing solar load and glare were achieved. Another benefit was the reducing of ultraviolet degradation on wood flooring, carpeting, fabrics, and window treatment. Other benefits include the reduction in the checkerboard appearance from street level. With the window film project and other renovations completed, the Holiday Inn Chicago Mart Plaza was awarded a LEED ‘Gold’ Certification by the U.S. Green Building Council (LEED® certification is the nationally accepted benchmark for design, construction and operation of high performance green buildings). Next LaMountain is considering having window film installed to the north side of the building to complete the uniform look and capture additional energy savings by blocking ultraviolet rays (window film rejects up to 99 percent of the sun’s ultraviolet rays). IWFA Shoots Informational Video on Window Film in Manchester-by-the-Sea The International Window Film Association filmed an educational video during a recent window film installation at a residence in Manchester-by-the-Sea. The home owner began researching window film as a way to protect her family and furnishings against harmful UV rays that would come through her large windows facing the ocean. She found that window film could block these rays while still allowing full view of the ocean without the need for curtains or blinds. While boasting a low carbon footprint, window film has many benefits including: regulating temperatures, therefore reducing cooling costs by up to 30%; and protects against 99% of Ultra Violet rays that come through windows which contributes to fading of carpeting, walls and the beautiful architecture of our homes. 8 In larger homes, such as the house in Manchester-by-the Sea and detailed in the video, keeping the interior temperatures consistent is often a challenge. Often large windows create hot-spots, and blinds are shut to avoid this. This creates the need for more artificial lighting which consumes more energy. With window film, people can enjoy free, natural light without hot-spots and the cooling and heating system can work more efficiently. “Window film is a product that has many benefits for people and property,” said Darrell Smith, executive director of the IWFA. “This video will help show people what those benefits are and why it is a smart choice from both health and economic standpoints.” The video is available on the IWFA website and YouTube https://www.youtube.com/user/WindowFilmIWFA The IWFA View February – March 2015 Noteworthy News from IWFA Manufacturer Members New Film Offerings from Hanita Coatings This month, Hanita Coatings’ teams from over the globe met up at headquarters in Israel for a celebratory conference. The event concluded Hanita’s 30th anniversary year, and included serious discussions on future developments in the window film industry, strategic directions, and a review of 2014. Most importantly, attendees gained hands-on insight into the new films due to be launched over the next few months. Let’s take this opportunity to give IWFA readers a sneak peek of a few of the products due to hit the shelves over the spring. Following the success of the e-Lite 70 spectrally selective film launched last year, we’re adding three more films to the range: a darker e-Lite 45, targeting the retail, commercial and residential market, and two exterior Xtra versions of e-Lite 70 and 45. The Xtra exterior films deliver remarkable performance – in fact, with a luminous efficacy rating of 1.04, e-Lite 45 Xtra is Products...Quality...Service...Value An industry leader for over 35 years, Johnson Window Films has always stood out from the crowd. We are a family owned and operated business dedicated to providing outstanding window film products throughout the world. All of our window film products are manufactured in Southern California by Johnson Laminating and Coating, Inc., an ISO 9001-2008 certified company. Our ever-growing family of window film professionals share the common goals of personal success, customer satisfaction and making the world a cooler, more comfortable and safer place to live, through our energy saving and safety films. probably the only truly Spectrally Selective film available in the mid-light transmission range. Both e-Lite 45 Xtra and 70 Xtra deliver a superb, high clarity solution to effectively upgrading the most sophisticated glazing systems without risk of thermal breakage. Hanita is in the process of rebranding its Neutral film classic Cold Steel series, with a different name and fresh marketing materials. The new PerLite brand better reflects the advanced ceramic technology behind the film, a patented process that delivers excellent solar energy rejection together with surprisingly low reflectance. The name change from Cold Steel has also been registered with the NFRC, with the previous Cold Steel NFRC listings updated to PerLite. The HanitaTek partnership program, launched late 2014, is picking up speed with new partners joining from across the US each week. To find out more about the preferential access to quality films, value-added services, newly launched innovative solutions and other benefits of the HanitaTek partnership program, contact [email protected]. ing practices. Every roll of film from Johnson passes through a rigorous multi-step quality control process, which is one of the most comprehensive in the industry. Try our films and let us know what you think. We’re sure you will appreciate the care and dedication we put into every product we offer and the very close relationship that you will have with our manufacturing unit. Our company’s motto has long been “The Truth is in Our Films”, because we use the best raw materials and manufactur(Manufacturer News, continued to page 11) The IWFA View February – March 20159 Member Profile Jim Freeman, New MAC Chair Owner of Tint America Film Jim Freeman, owner of Tint America in Littleton, CO is the new chair of the Members Action Committee - the MAC as it is known by the membership. He has been involved in the MAC since its birth about five years ago, starting with a call with its primary driver and guiding hand Jack Mundy, a long-time IWFA Board member and officer on the Board. “It is a great challenge, but I expect it to be a fun one! I certainly have big shoes to fill left by Jack Mundy, but is it’s a privilege to lead the MAC,” said Freeman. “I always want to be active in the IWFA since you get more out of it and you can bring more value to the members,” he added. Freeman explained that what the MAC does is reach out to members to bring their voices into focus at the highest levels of the IWFA. Through the MAC, members’ voices can be heard first-hand and unfiltered and best of all, they get a response back. For the MAC, there certainly is a lot happening this year. An important objective for 2015 is to build on the success of the program. This year the plan is to focus on communicating member benefits, improving our accreditation programs and holding, up to two, regional conferences. “We would love to have more volunteers, because the bigger the MAC gets the more things we can accomplish. We have so much going on now, Window Film 101, Did You Know emailblasts, the bi-monthly IWFA View newsletter, monthly status calls and occasional face-to-face meetings. The MAC not only offers a great way to advance the IWFA, but also the opportunity to establish long-lasting relationships within the industry, which can only improve your overall business prospect.” About Jim Freeman About a decade ago, Jim was the North American sales director for NEC Corporation, a leader in the integration of IT and network technologies. In this role he was frequently on the road 5-6 days a week. “When my daughter was around three years old, I decided I did not want to miss any more family life, I wanted to be there in person, not just on the phone. I looked for a business to acquire and found Tint America from a broker. After six months I decided to give it a try. That was around 2006,” he said. The previous owner of Tint America had family back in Michigan and he wanted to move back. He still occasionally does installation and sales for Jim to this day. Originally the company (founded in 1986) did installations across the US, mainly because it had an agreement with a large national retailer to install window film on their big box stores. However things changed after it filed for bankruptcy. Jim tried automotive window tinting for about four years, but a decided it wasn’t a good match for the firm. Now they are now focused on flat glass across all of Eastern Colorado. “Today, we do a lot of ski resorts, high-end homes and office buildings,” said Jim. His wife is involved in many aspects of the business and there is always work for his staff and subcontractors at the 2,700 square foot shop located in Littleton, Colorado. Much Jim’s business comes from referrals, glass companies and general contractors that often ask his company to put window film on new developments. He also belongs to the Chamber of Commerce, ASID, and many other local organizations. (Member Profile, continued to page 11) 10 The IWFA View February – March 2015 (Manufacturer Members, continued from page 9) How Customer-Driven R&D Helped Madico Develop New Paint Protection Film Madico has developed films for the automotive aftermarket for windshields, sunroofs, side and rear windows and other applications for many years. In addition, Madico offers unique solutions for the automotive OEM market. For vehicle owners who care about keeping their car or truck looking shiny and new, roadway debris like stones, gravel, winter salt and even bug residue can be a big problem. Even little nicks and scratches can be expensive to repair. Paint protection films that are resilient and offer top-notch scratch protection is a fast growing segment in the automotive film market today. Our R&D efforts are customer-driven. The company’s entire lineup of trusted and high quality automotive films have been developed with the input of our customers in mind. The company’s R&D and engineering teams invest significant resources in developing new technologies that balance light transmission, energy management, and safety aspects of glass windows, sunroofs and other optical applications. That’s why Madico invested several years of research and development efforts to develop Invisi-Film, a high-performance film designed and manufactured by Madico that protects a vehicle’s finish from virtually any of these minor roadway nuisances, including stones, gravel, sand, scratches, bug residue, winter salt, and other flying objects. It’s designed to work on any road or terrain – including the most challenging country trails. Our strong collaboration with automotive aftermarket partners helps the company to create products that have reduced costs and better product performance. These collaboration efforts helped lead to the development of Invisi-Film and will continue to be an important part of the company’s product development in the future. (Member Profile, from page 10) Jim keeps a log of all work and always notes how the customer heard about his firm. “We probably receive two or three referrals a month from customers on the IWFA website,” said Freeman. Free Advice From Jim Being located at a high altitude has its advantages and its problems. “There is so much to learn in the business,” said Freeman. “In a high altitude climate the impact of solar energy on glass is far different than the flatlands. I have learned more about glass than I did when I first came into the business. And UP here, not all films make sense, so you have to choose carefully, with a lot of knowledge about glass or otherwise you can face some problems.” “There ‘s more to the business than just buying a roll of film and putting it on a window. If you are going to have longevity you really have to understand film. Here warranty is a big issue such as seal failure and breakage. Three to five years down the road you may need to handle warranty claims. So if you price the job correctly then you will be running the company for a long time versus people who try to be too cheap and often are not long in the business.” Why did you join the IWFA? “I have always known about it and I always look at the association that supports my career and business goal, so it was natural for me to join, plus the previous owner was a member,” said Freeman. Freeman believes that being a member of the IWFA brings credibility. “I show customers my accreditations (he holds ALL IWFA accreditations) and people will pay a little bit more and look at you with better viewpoint, especially if you say you are actively involved in the profession. Most people take professionals seriously. And I take the IWFA seriously and glad its here to help all of us!” The IWFA View February – March 201511 The IWFA MAC Get Involved and Expand Your Network and Knowledge! P.O. Box 3871 Martinsville, VA 24115 Fax: 276-666-4933 Email: [email protected] Here is a listing of the MAC and the main role some members are leading on. IWFA Board of Directors OFFICERS Jim Freeman, Chair Harry Rahman Josh Buis, Window Film 101 Laurence Streidel Paul Tauchar, IWFA View Dawn Carruba John P. Parker, President National Security & Window Filming Jack Mundy, Vice President Ener-Gard Energy Products Inc Stewart McCallum Jonathan Thompson, Accreditation Paul Mello Toby Yurko Lewis Pitzer, Member Benefits / Regional Meetings Jason Zirpoli To Join or contact the MAC please email us [email protected] Jim Freeman, Secretary Tint America ê SAV E T H E DAT E ê Jeff Thompson, Treasurer Sunsational Solutions IWFA Southeast Educational Conference April 10-11 in Atlanta MEMBERS Program to include accreditation and testing on Friday and hard-hitting seminars on Saturday. For more information email: [email protected] Jim Mannix 3M Renewable Energy Division Lisa Winckler Eastman Chemical Company Sergio Shmilovitch Hanita Coatings Ken Vickers Johnson Laminating & Coating, Inc. Member KDX Window Films Jim Black Madico, Inc. Lawrence Constantin Saint-Gobain Solar Gard LLC Josh Buis Scorpion Window Film 12 April 30 2015 APRIL 30th - SAVE THE DATE – GET READY! Get ready now for National Window Film Day – April 30, 2015! In 2014 the Internal Window Film Association initiated National Window Film Day, which was celebrated on April 30. Manufacturers, distributors and dealers are marking their calendars now for the SECOND National Window Film Day – dedicated to educating consumers about the many benefits of window film. The IWFA’s plans include NWFD kits on its website, with publicity items to download, such as ‘window film day proclamation’ for dealers to localize and bring to their city officials to sign and declare, a NWFD logo, a model news release declaring NWFD for dealers to take to their local papers and the results of a new national consumer survey on the awareness of window film. The IWFA View February – March 2015