APSP Quarterly - Winter 2008 - (Page 15)

with Voice Growing Awareness of Industry Needs The Hot Tub Council has discussed the need for such an initiative for many years, but earlier attempts at industry-wide marketing met with limited success. A pilot program in the Pacific Northwest that featured billboard advertising produced a spike in sales, but it was just temporary, says Steve Gorlin of Gorlin Pools and Spas, chair of the Hot Tub Council. “A lot was gained by the attempt—we learned we could move the needle—but we also knew we didn’t have enough dollars to do anything on a national scale.” Those early attempts led to calls for something more. “We realized that what the Hot Tub Council was missing was a national marketing program for our category,” adds Chris Robinprogram to make a real impact. Adding to the impetus for such a program was a 10 percent decline in annual sales of hot tubs, which had boomed in the stay-at-home era following 9/11, but began leveling off in 2005 and then started spiraling downward. In August 2006 the Hot Tub Council established the Strategic Planning Committee and charged it with developing specific program recommendations. The immediate past chair of the Hot Tub Council typically serves as the chair of this committee. BY M A RY LO U JAY Areas to Address The Strategic Planning Committee identified several problem areas that the industry needed to address. “The first was spotty customer service; customers tell us that the buying “When you drill down, this initiative will also encompass the four pillars that APSP stands for – advocacy, education, research and promotion.” son of Lucite International, a division director with the Hot Tub Council and the fi rst chair of the Strategic Planning Committee. “We’ve had initiatives where we passed the hat and collected $50,000 or $60,000 from people on the council, but these were just flash-in-the-pan efforts. People felt we were not getting anywhere.” In August 2005 the Hot Tub Council started work on a comprehensive, industry-wide strategic plan. During several discussions throughout the next year, many participants realized that the industry needed a sustained, fully funded experience is difficult at best, and after the sale care and service were non-existent,” says Gorlin. “There was also a lack of communication from the industry to overcome barriers to purchase. Consumers’ perceptions are that hot tubs are unsanitary, difficult to clean and maintain, and too expensive. They feel that “no one would use it,” or that it’s not suitable for children. “There’s also a lack of credible information sources; we have no professional or celebrity who speaks for us nationally,” Gorlin continues. “Finally, there was the lack of unity in the indusW INTE R 2008 | 15

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

APSP Quarterly - Winter 2008 Contents President's Message Guest Editorial APSP Annual Report Hot Tub Council Initiative to Speak with One Voice Suction Safety Challenging the Process Industry Update Keeping Pace: Staying on the Cutting Edge With Lifelong Learning APSP News & Resources Advertisers' Index

APSP Quarterly - Winter 2008

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