The Edge - Quarter 4, 2008 - (Page 17)

Don’t consider your job complete with the printing of just a single article. You’ll want to scour the front pages of national and local media on an ongoing basis, review the newsworthy stories and continuously look for ways that you and your company relate to these top stories. When attending national and regional trade shows, what new products are you seeing and hearing about from manufacturers. Why are these products being introduced and what impact do you think they’ll have on the marketplace? Another great credibility builder is speaking at home shows. Here again, you can talk about what’s new in backyard design and the latest trends. Just remember that this is not an infomercial about you and your company. It’s about your observations as an expert on what homeowners are doing to gain maximum enjoyment from their backyard environment. Here’s more good news. Sales tools to pique interest in these products are already available from most of your manufacturers. All that’s needed are address labels and stamps to spark pool owner interest. And many manufacturers will help pay for a portion of your mailing costs too—with coop advertising. Whether you’re a “glass half-full” optimist like me or a “realist” with a “half-empty glass” there’s no denying the opportunities that lie ahead. For certain, they won’t fall into your lap by themselves. But for smart, creative marketers that understand the formula Results=Activity X Effectiveness, the path for marketing your way out of today’s economic doldrums to greater riches lies ahead. Follow the path. | Leon Rawitz is the author of “Fail-Proof Marketing, the 7-Step Process to DoubleDigit Sales Growth.” He is president of The Rawitz Marketing Group, a marketing consulting firm specializing in marketing communications, advertising, strategy, brand development and market research. Reduce ﬁlter maintenance and save water AN AFTERMARKET THAT KEEPS ON GROWING…NO MATTER WHAT Ask five economists how the next three, six, 12 and 18 months will play out, and you’ll get five different answers; six if one went to Harvard. While the impact of an uncertain economy most assuredly affects new pool and spa sales, aftermarket opportunities for replacement pool and spa equipment, accessories and remodeling work remain huge. According to PK Data, nearly 50 percent of all swimming pools are 11+ years of age. Think about all the equipment that wasn’t even available when these pools were originally constructed—variable speed pumps, energy-efficient heaters, colored lights, automated controls operated from an office computer, home PC, digital tablet, pocket PC, indoor control panel or hand-held remote, reliable, chlorine generators… and more. Also, consider that 58 percent of pools are without accent lighting, 65 percent without heaters, 64 percent without solar covers, 74 percent without automation and 83 percent without chlorine generators. In short, the opportunity for equipment upgrades, add-ons and remodeling has never been greater. MultiCyclone is the brilliant can help you save up to 1,800 gallons* of water a year AND Centrifugal ﬁltration Reduce frequency of backwash Easy to install & maintain MultiCyclone is easy to install and is ideal for new and existing Reduce ﬁlter cartridge maintenance *Water savings per year will vary depending on the size and style of pool. this Mention nd receive ent a vertisemyour ﬁrst order. ad ff $50.00 o MultiCyclone complements Waterco’s comprehensive range of pool equipment and is readily available via our North American and South American distributors. Waterco Canada 5460 Martineau, St-Hyacinthe, QC, Canada, J2R 1T8 Tel: +1 450 796 1421 Fax: +1 450 796 4365 Waterco (USA) Inc 1864 Tobacco Road, Augusta, GA 30906 Tel: +1 706 793 7291 Fax: +1 706 790 5688 www.waterco.com 381106_Waterco.indd 1 THE EDGE 17 6/5/08 10:02:07 PM http://www.waterco.com

Table of Contents Feed for the Digital Edition of The Edge - Quarter 4, 2008

The Edge - Quarter 4, 2008 Contents The President’s Message New Pool/Spa Federal Safety Act Worried About the 2009 Market? Treating Hot Water? Project Focus The 411 on UV Disinfection for Pools and Spas The Advantages of Seeding Aggregate Surfaces Pool and Spa Industry Wins Gold Choosing a Retirement Plan To Get Best Coverage at Lowest Cost - Shop Now Index of Advertisers

The Edge - Quarter 4, 2008

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