How to Leverage Pool and Spa Marketing to Ease In-Season Stress
Aside from outstanding customer service, professionals agree that great deals delivered through strong pool and spa marketing tactics help lure customers back into the retail store. Once someone owns a pool or spa, it is important to stay top of mind with these potential repeat customers and ensure they do not take their business elsewhere.
Today’s software technology gives pool and spa businesses a guaranteed system for scheduling sales promotions. Superior business software allows you to create promotions with definitive start-and-stop dates that can be applied to products, services, or construction offerings. By setting all details in the management system and linking to outbound e-mail and other communication tools, businesses do not have to worry about missing marketing opportunities. To help you with your planning as we quickly approach spring, we have broken down timely promotional suggestions into three categories: pre-season, during the season, and end of summer.
Timely Pool and Spa Marketing Promotions for Busy Season
Pre-Season Promotion: Water Care
Retailers and service professionals often find success with offering an ‘early’ buy promotion on water care chemicals for the entire season at the start of the year. This creates a cash flow boost and helps customers feel like they are being offered an exclusive opportunity to get the best deal on water care products.
During the Season Promotion: Toy Sale
Mid-way through the season, the BOGO sale on pool toys has proven to be highly effective with retailers throughout the country. This type of promotion ensures products are moved that might otherwise be left on the shelves at the end of the season. Plus, the toys are still valuable to customers at the end of the season because they have plenty of time to use them.
End of Summer Promotion: Winter Covers
Offering 25% off on winter covers is a proven, highly successful end-of-season pool and spa marketing tactic. This type of promotion also provides a cash boost as the season ends and creates the opportunity to up-sell services for closing and opening the following season.
Putting the “related Items” that are pre-programmed in RB Retail and Service Solutions also helps to sell more add-on items during busy sales promotion events. For example, hose clamps for hoses, water lube for O-rings, and clarifier with bags of filter sand can quickly add up to large sums of additional profit.
Additional Pool and Spa Marketing Planning Tips:
Take Advantage of Our Event Planning Module
The RB Retail and Service Solutions Event Planning module allows you to set your sale prices for specific sale dates so they automatically go into effect for each event. This automated process takes care of a big task that you won’t need to worry about during the busy season, or the week of your sale event preparation.
By selecting the products in advance and deciding on the sale prices early, you can make sure your margins remain profitable. Whether you plan one, two, or ten events per season, select your dates and make a solid plan in advance for each. This will make it easier to implement promotions during the season when you and your staff are busy taking care of daily operations.
Follow Existing Customer’s Buying Habits
Today’s business software allows you to identify customer types for targeted marketing and promotion of specific products and services. Target the buying habits of your clients to make your promotions successful. RB Retail and Service Solutions CRM not only helps you create your lists, but also helps you build targeted lists of people who want to receive promotions about specific products and services.
Start pre-planning your pool and spa marketing now using these promotions as a starting point. By doing so, you will contribute to a more profitable busy season and ease some of the stress associated with the busiest times of the summer.
