The Edge - Q2 2011 - (Page 34)

BUSINESS PROMOTION | by Ron Derven Your Business with Promoting Email PROMOTING YOUR POOL and spa business should not be limited to newspaper and magazine advertising and costly printed postcards and other material that you transmit through the mail. Today, you have a world of promotion opportunities open to you that can be had for little or no cost. One great way to promote your business is through the use of email. This tool allows you to keep in contact with your customers, offering them the latest promotions, and it is a terrific way to be in contact with your prospects. Email is inexpensive, personal and immediate, and it can be tested and refined. What works can be enhanced and increased, what doesn’t can be dropped. And you can do it all without spending big promotion bucks. Email lists: Whether you decide to promote by email or not, become an “ardent” collector of email addresses – beginning right now. It takes time and effort to build a good email list, and there is no time like the present to start. Sure, you can buy email lists from thousands of different vendors on the internet, but most are virtually worthless. Worst, they could hurt your business! These lists smack of spam and will be received by the recipient that way. It is critical to collect email lists slowly and professionally over a period of time. Make an offer on your website to email visitors something valuable such as a spring safety checklist or tips for opening or closing the pool. Naturally, get all of your customers’ email addresses to stay in touch. Run in-store give-aways with the specific goal of collecting email addresses. Perhaps have store visitors fill out a quick card (with email address) and drop it in a glass bowl to win a piece of merchandise for use around the pool. Newsletters: Once you have an email list, send out a regular newsletter or e-letter. There are companies on the Web like Constant Contact (www. that specialize in this type of promotion. Starting today, you can set up an online newsletter using a colorful, professionally designed template to get the word out about your company. Quick tips for email promotions: Create a subject line that will pull your recipient into your email; make your promotions interesting, not a sales pitch; keep the email short so your recipient will read it immediately; put a teaser in the email that links to your website (links help you figure out what’s working); and send out an email to your list once a month. | NESPA & AXA Advisors Because it’s Not Safe to Swim Alone Provide bene ts for your employees and executives Protect your business from unexpected events Prepare your business for transfer or succession Plan for your personal nancial security Securities and investment advisory services offered through AXA Advisors, LLC (NY, NY 212-314-4600), member FINRA, SIPC. Annuity and insurance products offered through AXA Network, LLC and its subsidiaries. AGE 59379(11/10) (212) 408-9016 34 505868_axa_advisors.indd 1 4/8/11 9:05:57 AM

Table of Contents for the Digital Edition of The Edge - Q2 2011

The Edge - Q2 2011
The President’s Message
Letters to the Editor
Delivering Retail IMPACT
Are Your Suppliers Giving You the Tools You Need to Succeed?
Smart Tips to Boost Profi ts Today’s pool and spa professionals know how to survive a tough economic climate.
Project Focus
Succession Planning for Your Pool and Spa Business
Service Excellence Done Right Pools & Spas knows the secret.
Water Testing – Back to Basics
Promoting Your Business with Email
Index of Advertisers

The Edge - Q2 2011