Every company has some version of MSP — marketing, sales and production — and it is an extremely valuable tool. However, few use it in the manner I am about to describe, and I think we are often doing it all wrong. Most companies spend money advertising, then they or their salesperson runs to the…
The most successful email marketing campaigns are done through software or a service that not only allows customization of a top-notch digital presentation, but also captures data to follow your ROI and aid in making leads into customers. Here are a few of the programs available to assist your efforts. benchmarkemail.com Base Price: The free…
In May of 1971, Canadian rock group the Five Man Electrical Band hit the Top 40 with the song “Signs.” While the song lamented the use of signs to dictate societal behavior — remember, this was the flower-power days the early ’70s — signs help us stop our cars at intersections; locate the street we…
As a new pool season gets underway, most savvy business owners are deciding how best to spend their marketing and advertisingdollars. So while you consider radio, TV, billboards, AdWords and other advertising opportunities, don’t forget about the low-costhidden leads that may be right under your nose. When it comes to new pool leads, for every…
Every year, pool builders look at new ways to market the latest trends and technology to potential customers. While finding ways to get ahead of the competition is important, one thing will never change: Before builders can promote a brand or a feature, they have to sell the idea of owning a pool in the…
Are you still trying to tweet your way to more pool sales? Step away from Twitter and Pinterest while I tell you about the one social medium every pool builder should be using: Houzz.com. Pronounced just like how’s (as in “How’s your mama?”), Houzz is a match made in heaven for pool builders — especially…
Brett Lloyd Abbott, president of MYM Austin, Inc., a marketing firm geared toward pool builders, focuses exclusively on pools in order to garner better marketing results for his clients. “We’re selling a product that most people would deeply emotionally love to have,” he says. “You don’t have to do a whole lot more than show…
No. 1: The Pool-Buying Process Is Unique. Can you think of any other product or service that has all of these unique marketing challenges? • It’s a large purchase. This means it’s similar to just a handful of other high-dollar items, such as homes, automobiles, boats and recreational vehicles. • It’s a rare purchase. You…