APSP Quarterly - Spring 2008 - (Page 35)

Hot Tub Council B Y ST E V E G O R L I N EIGHTEEN MONTHS AGO the APSP Hot Tub Council established a Strategic Planning Committee to devise a plan to counteract a downturn in domestic hot tub sales that began in 2005. The more recent collapse in the real estate market coupled with low consumer confidence and tightening credit have certainly exacerbated the industry’s decline. However, consumer research performed by P.K. Data, Inc., had previously shown that consumer expectations and beliefs may be the real underlying problems. Consumers believe hot tubs are time-consuming and expensive to maintain, not safe for children, and that the buying experience is difficult at best. Throughout 2007, the SPC led several strategic planning sessions to defi ne the Hot Tub Industry Growth Initiative. The mission of this program is “to develop and implement initiatives that promote and improve the consumer hot tub purchase and ownership experience in order to increase sales of hot tubs, related products and services.” Through exhaustive research into other industry initiatives such as cotton, milk, beef, and RVs, we found the National Marine Manufacturers Association (NMMA). The NMMA’s DiscoverBoating campaign was just under way, and the problems that their industry faced were eerily similar to ours. NMMA CEO Tom Dammrich and his staff have been extremely helpful and supportive, and have saved us much time and money. In September of last year, the SPC hosted an industry meeting in San Diego at which 70 companies attended to hear preliminary plans for the initiative. Insight was given into the funding mechanisms to be employed, how a dealer certification program might unfold, and the market research required to develop a national campaign. At meeting’s end, start-up funding was solicited, and within 60 days, enough money was raised to begin the work necessary to get the initiative to the starting gate. The first major activity is to conduct market research to serve as the foundation for the development of the hot tub industry brand. On March 26, 2008, the hot tub industry will convene in Alexandria, VA, to hear the results of the market research under way and to select the advertising agency that will establish our industry brand with consumers to grow awareness and desire for hot tubs. SP RING 2008 | 3 5 348804_Heliocol.indd 1 10/4/07 2:55:05 PM http://www.heliocol.com

Table of Contents Feed for the Digital Edition of APSP Quarterly - Spring 2008

APSP Quarterly - Spring 2008 Contents President's Message Chairman's Message International Awards of Excellence Spotlight Quality and Innovation If You're Still in the Pool Business, You're Leaving Money on the Table Gunslingers for Sale-s Can Pool Builders Hedge a Tough Year With... Hedges? Creating a Shared Vision: An Interview with PoolCorp CEO Manny Perez de la Mesa Grow Boating Initiative Helps Industry Imagine a Better Tomorrow First Ever CBP of the Year Award Presented at Inaugural CBP Recognition Dinner Safety Department News & Resources Advertiser's Index

APSP Quarterly - Spring 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.