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SPN JUN 2011 Pool&SpaIndustry
www.swimmingpoolnews.co.uk
UPDATE: The latest news from BISHTA and SPATA
These updates are usually notified to BISHTA and SPATA members via their respective electronic newsletter sent out every week. Some of the items not mentioned elsewhere in this edition are included below
MEETING CONSUMERS – FACE TO FACE
of consumers interested in adding to and improving their homes and lifestyles. The award-winning show brings together more than 400 exhibitors with a mix of brand names, international and Scotland- based retailers to offer a unique one- stop shopping experience across all areas of the home. From interiors to home improvement, gardens to gadgets, the show promises to be packed with home solutions, show discounts, entertainment, celebrity guest appearances and iconic show houses and as such fits perfectly with the message of swimming pools and hot tubs.
Progress continues to be made on the PIP marketing toolkits, consumer factsheets and member factsheets. The latest in the series of toolkits puts the focus on engaging with social media; sponsorship; making the most of events and exhibitions; and showroom layout – all key business opportunities. The most recent consumer factsheets include items on filtration, pool covers, and pool enclosures. Member factsheets continue to be released on topics such as commercial pool legislation. Getting the message to the consumer about the value of SPATA and BISHTA as trade associations to set standards and provide a Code of Ethics is a vital development. A key part of the strategy this year is to promote the industry in consumer publications and this will be an ongoing activity.
This year there is also, for the first time, a commitment from PIP to underwrite attendance at key
consumer shows around the country to engage face to face with the consumer.
By the time SPN is produced, the first show will have been attended at Grand Designs Live in London where our ambition was to try and raise the SPATA profile.
That will lead us on to two other shows:
Grand Designs Live – Birmingham, 7 – 9 October Grand Designs Live returns to the NEC in Birmingham this autumn. Based on the popular TV show, hosted by design guru Kevin McCloud, the event will be packed full of ideas and inspiration for the home with areas dedicated to interiors, kitchens, bathrooms,
build, technology and gardens and again gives us an ideal visitor profile for consumers who could be interested in owning a swimming pool.
The ambition for us is straight forward and, we hope, very achievable. By talking directly with consumers, SPATA members can benefit from lead generation, as well as assisting their Trade Association with communicating the benefits of choosing a SPATA member. Apart from publications and exhibitions, there is due to be more work on enhancing the BISHTA and SPATA websites, including some much needed Search Engine Optimisation. It is important that customers see the BISHTA and SPATA websites to have more information available to them about goods and services from our members. The feedback on the maps used on the sites has been very positive and further content will be added this year.
TURNING UP THE SOCIAL MEDIA ACTIVITY
PIP is planning on getting more involved with social media, with BOTTLE PR providing some very important support. They will be organising a training day for BISHTA and SPATA members, once there is sufficient demand and we will keep members informed as soon as we have any dates. The respective trade associations will then be working on their own plans to get more involved in using Facebook and Twitter to communicate with consumers and to use LinkedIn to work more closely with the trade.
Ideal Home Show Scotland – Glasgow, 27 – 30 May This ‘Scottish edition’ of the Ideal Home Show Scotland returns to SECC Glasgow, with a brand new team and show format and the promise of delivering a wide variety
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