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POOL INDUSTRY PROMOTIONS

34

SPN APR 2010 Pool&SpaIndustry

www.swimmingpoolnews.co.uk

PROMOTING AND SUPPORTING THE POOL AND SPA

IN THE FIRST OF A REGULAR SERIES THIS YEAR, WE PROFILE EACH OF THE COMPANIES WITHIN THE BSPF THAT ARE HELPING TO SUPPORT THE POOL AND SPA INDUSTRY. THE FIRST COMPANY TO BE FEATURED IS POOL INDUSTRY PROMOTIONS (OR PIP AS IT IS USUALLY REFERRED TO) AND HERE PIP CHAIRMAN JAMIE ADAMS, FROM GOLDEN COAST OUTLINES THE WORK IT DOES

IP was formed in 1996 with the purpose of promoting the industry to the consumer and to generate a greater awareness of the products we offer and the health and lifestyle benefits that can be achieved through ownership of a swimming pool, spa or sauna. We also provide a support service to our members, details of which are covered in this feature. We are responsible for three key areas, each of which provides us with a different medium to get our messages across to both the consumer and the trade. These are:

• Trade and consumer magazines • Public relations • In-house promotional material

PIP owns the titles to a trade and retail magazine, both of which have been licensed to Go Publishing under a three year agreement. The trade title incorporated into SPN provides us with an excellent platform to keep members updated on the activities of their industry associations, while our consumer title has been rolled into What Pool and Hot Tub to create a superb magazine that gets sold in high street locations and puts all of our fantastic products in front of the end user, generating a great deal of interest and business for the industry.

This partnership with Go Publishing also guarantees a source of revenue for PIP that we plough back into our other key activities. To put it simply – the more the trade advertise in the industry titles the more revenue PIP has to promote swimming pools, spas and hot tubs to the public. Although Public Relations (PR) is often seen by many as a mysterious subject, it’s an incredibly powerful tool that has been used to great effect for the industry over the years. This year we entered into a new and exciting contract with BOTTLE PR, one of the top 150 companies in the UK who hit the ground running and have already gained us some excellent coverage in the national press. As a result of their covering the SPATA awards in Brighton, a number of members have seen articles about themselves appear in their local press and magazines, a great testimony to the many benefits of membership of our trade associations and a valuable reason to enter the awards. With BOTTLE PR’s experience and strong media contacts, we are confident that they will raise both the profile of our industry and our members to a level not previously achieved.

Behind the scenes PIP has been working hard on a number of other publications to support members and promote the industry. BISHTA and SPATA members have recently benefitted from a revamp to the Swimming Pool Guide which has now been produced as a loose leaf folder that will incorporate a number of factsheets, highlighting

information about the different pool types together with information on associated equipment, such as heat sources, covers and enclosures.

Our BISHTA members have had a new leaflet produced for them to use in promoting the benefits of buying from a BISHTA member. This informs prospective hot tub purchasers that it is better to deal with a company that is part of a national trade association and employs trained staff, selling good quality products and services and that is working to a code of ethics.

Later this year, PIP will be providing BISHTA and SPATA members with a marketing toolkit. This will cover a range of subjects to help members develop awareness of their businesses and sales in their local markets. Supplied in a PDF format, the toolokit will cover areas such as :

• A general calendar of sales events • Communication strategies • Press releases • Website and Internet presence • Showroom layout • Advertising templates and information on how to maximise your advertising spend

• Ideas for customer events, local events and open days • Sponsorship • Vehicle livery and showroom branding • Partnership promotion

Watch this space for further details of the toolkit and of the other new developments we have planned for the coming year.

Next month the focus will be on SPATA, the Swimming Pool and Allied Trades Association.

THE PIP LINE UP

The make up of the PIP committee is:

Jamie Adams, Chairman (Golden Coast) Alex Kemsley (Waterstream) Mark Ramsden (CPC)

Issy Rickards Sanger (Elite Spas) Martin Borley (Tanby Swimming Pools) Alan Lewis, Tony Weston or Jon Wadeson (Go Publishing) Kirsty Gilbride or Tracey Warmington (BOTTLE PR)

Also attending the PIP Committee are:

Ben Studdy (BSPF President) Tony Welsby (BSPF Vice President) Chris Hayes (BSPF Managing Director)

INDUSTRY

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