Specialty Fabrics Review May 2019 - 44

In the before picture (bottom), this threeyear-old woven acrylic awning illustrates
the wear and tear that can happen when
installed on a business sitting alongside a
secondary highway in a rural community.
The awning shows heavy mildew growth
and dirt. The after photo (top) shows
the results of cleaning and retreating by
Awning Cleaning Industries. The dirt and
mildew have been removed, and stain- and
water-repellency added. Photos: Awning
Cleaning Industries.

44 REVIEW MAY 2019

kits; supplies notions and knowledge;
and also sells its own proprietary line
of sewing machines for the marine and
upholstery industries. The company
offers an extensive selection of how-to
project videos and demos on its YouTube
channel, providing viewers with detailed
instructions about creating boat covers,
bimini enclosures, sails, upholstery,
curtains, pillows and more. Additionally,
its website features a "How-to Projects &
Tips" section containing project blogs and
product selection guides. A full-time staff
member is on hand to respond to customer
online chats, phone calls and emails. All of
these services are free.
Grant says the company believes
offering free content-which it has
done for 15 years-encourages customer
loyalty and repeat buying. Offering

how-to videos also helps it enter new
markets. For example, when it decided
to expand from targeting sailboat owners
to powerboat owners, Sailrite started
producing videos and blogs featuring
powerboat projects, helping to drive the
upholstery shops that worked primarily
with powerboats to its website.
The company is always expanding its
content, says Grant, adding that every
time it releases a new how-to video, the
comments section is "flooded" with thanks
and praise (there are more than 185,000
subscribers). In response, over the last year
the company has doubled its video and
blog production team to help keep up.
"As long as our list of new projects,
products and new markets grow, so will
our team that produces the content we
offer," says Grant.



Specialty Fabrics Review May 2019

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