Leading hot tub distributor, Rob Carlin, the Managing Director of Superior Spas, has called on the industry to remain calm in response to the corona virus crisis. “We must not panic,” urges Rob. “We, as an industry, must remain calm, continue to promote the health benefits of hot tubs and continue to grow our industry,” he presses. “We must do this for tomorrow as well as for our future. The reason is because how we respond today will impact how we will recover in the future.”
“THIS COULD WELL BE AN OPPORTUNITY TO INCREASE YOUR DIGITAL MARKETING, IMPROVE YOUR IMAGE AND BRAND AWARENESS”
Rob says the virus is triggering a surge in traffic to both Facebook and Instagram. He believes focus on the staycation trend will once again soar with huge opportunities to invest in home leisure. Rob urges: “This could well be an opportunity to increase your digital marketing, improve your image and brand awareness whilst providing the message that hot tubs should remove or inactivate the virus that causes COVID-19.” Rob encourages companies to take their business online. “If you were relying on events, roadshows, or physical sales teams to drive your business forward then re-evaluate and take your business online,” he says. “The sales funnel is now changing and the majority of customers now do the majority of research online right until the point they decide to make a purchase.”
Rob presses hot tub retailers to remove all barriers to sale by offering a full range of spas to meet all budgets, offering finance and immediate delivery on some product. “The corona virus will not last forever and when it has gone, people will want to go back to their normal go back to their normal routines, so make sure you are on top of their minds when they are deciding to purchase a new hot tub. Rob urges companies to ensure marketing materials includes images, videos and multiple other forms of content to illustrate the uniqueness of your company. “Whilst your competition are cutting their marketing budgets, this is your chance to review what you have in place and heavily promote family time, health benefits and the fact chlorine kills viruses. “Focus on your local target market first. Create a sense of unity with offers and messaging that forms a sense of community. “Improve local community spirit, illustrate a positive future and why not give away a few free toilet paper rolls!” Rob concludes: “Stay calm, stay safe but most of all, stay positive!”
“STAY CALM, STAY SAFE BUT MOST OF ALL, STAY POSITIVE!”
