APSP Quarterly - Winter 2008 - (Page 16) “It’s time for us as a group to get together and grow the industry. We have put together some good ideas, we have some good programs and we have a good blueprint. We can’t do it on our own, but we can do it collectively.” try in building hot tubs as a consumer preferred category. What tends to happen is that individual manufacturers market their own companies, and we’re fi nding that the old, hard sales approach does not attract the luxury buyer.” “If you have 100 spa manufacturers, every one is out there touting something, but it’s 16 | AQ A P S P Q UA R T E R LY mainly product related,” says Robinson. “But what we’re selling is a lifestyle—it’s relaxation, it’s therapeutic, it’s family, it’s bringing people together.” Although the advertising from manufacturers usually includes some of those elements, there’s always a product message that goes along with it. “You will get subtle differences in these messages to consumers, and what we need is an industry message about the lifestyle of spas and the improvements in lifestyles that hot tubs can bring. “This is absolutely crucial and vital to the industry,” Robinson continues. “As a category, we will not get our fair share of the demographic market unless we do something as a national category to get on people’s radar screens. Our category is not top of mind.”
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 APSP Quarterly - Winter 2008 - APSP Quarterly - Winter 2008 (Page 1) APSP Quarterly - Winter 2008 - APSP Quarterly - Winter 2008 (Page 2) APSP Quarterly - Winter 2008 - APSP Quarterly - Winter 2008 (Page 3) APSP Quarterly - Winter 2008 - APSP Quarterly - Winter 2008 (Page 4) APSP Quarterly - Winter 2008 - Contents (Page 5) APSP Quarterly - Winter 2008 - President's Message (Page 6) APSP Quarterly - Winter 2008 - President's Message (Page 7) APSP Quarterly - Winter 2008 - President's Message (Page 8) APSP Quarterly - Winter 2008 - Guest Editorial (Page 9) APSP Quarterly - Winter 2008 - APSP Annual Report (Page 10) APSP Quarterly - Winter 2008 - APSP Annual Report (Page 11) APSP Quarterly - Winter 2008 - APSP Annual Report (Page 12) APSP Quarterly - Winter 2008 - APSP Annual Report (Page 13) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 14) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 15) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 16) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 17) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 18) APSP Quarterly - Winter 2008 - Hot Tub Council Initiative to Speak with One Voice (Page 19) APSP Quarterly - Winter 2008 - Suction Safety (Page 20) APSP Quarterly - Winter 2008 - Suction Safety (Page 21) APSP Quarterly - Winter 2008 - Suction Safety (Page 22) APSP Quarterly - Winter 2008 - Suction Safety (Page 23) APSP Quarterly - Winter 2008 - Suction Safety (Page 24) APSP Quarterly - Winter 2008 - Suction Safety (Page 25) APSP Quarterly - Winter 2008 - Suction Safety (Page 26) APSP Quarterly - Winter 2008 - Suction Safety (Page 27) APSP Quarterly - Winter 2008 - Challenging the Process (Page 28) APSP Quarterly - Winter 2008 - Challenging the Process (Page 29) APSP Quarterly - Winter 2008 - Challenging the Process (Page 30) APSP Quarterly - Winter 2008 - Challenging the Process (Page 31) APSP Quarterly - Winter 2008 - Industry Update (Page 32) APSP Quarterly - Winter 2008 - Industry Update (Page 33) APSP Quarterly - Winter 2008 - Industry Update (Page 34) APSP Quarterly - Winter 2008 - Industry Update (Page 35) APSP Quarterly - Winter 2008 - Keeping Pace: Staying on the Cutting Edge With Lifelong Learning (Page 36) APSP Quarterly - Winter 2008 - Keeping Pace: Staying on the Cutting Edge With Lifelong Learning (Page 37) APSP Quarterly - Winter 2008 - Keeping Pace: Staying on the Cutting Edge With Lifelong Learning (Page 38) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 39) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 40) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 41) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 42) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 43) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 44) APSP Quarterly - Winter 2008 - APSP News & Resources (Page 45) APSP Quarterly - Winter 2008 - Advertisers' Index (Page 46) APSP Quarterly - Winter 2008 - Advertisers' Index (Page 47) APSP Quarterly - Winter 2008 - Advertisers' Index (Page 48)
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