A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your swimming pools business cut off from the marketplace.
But regardless of your business model, marketing success can still be found by keeping one eye on sound marketing principles and the other on the needs of customers in the marketplace.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. For a swimming pools business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
The majority of swimming pools businesses frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of swimming pools businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many swimming pools businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. PR savvy swimming pools businesses work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.
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