“Summertime and the living’s easy” or so the song goes. A clean, cool pool makes summer living super easy. If you’re a pool service pro, this season is likely your busiest and most lucrative time of year. Keep your calendar full and hold off the competition with the latest targeted pool service marketing tactics.
Whether you have an established route of customers, you’re building from scratch, or expanding into new territory, these 4 steps can make summer an easy, fun season for pool owners in your area!
Pool Service Marketing Tip 1: Stay Within Their Sights
If you’re not ready to expand, it’s smart to stay visible. Even your best customers could be tempted by a “new customer offer” from a competitor. Remind your customers and tell prospects what your super-power is to maintain your customer base.
Remind them why they want your services – you’re the best pool maintenance and repair service with hundreds of perfect Google reviews, or perhaps you include an extra service like basic deck-washing at no additional fee, or maybe you offer pool accessories at rock-bottom prices.
Now that you’ve determined that you need to communicate to your customers, what’s the best reminder? Swimming pool postcards – here’s why:
Postcards have staying power
The results are in, and surveys show that marketing mail stays around an average of 17 days. Imagine how long pool owners will keep a colorful postcard or killer offer. It’s the perfect size to hang on a refrigerator, bulletin board, or tape to a whiteboard giving decision-makers repeated exposure to your service.
People read marketing mail
The same survey says a whopping 42.2% of people read or scan their mail; 59% say that they look forward to receiving it. That’s good news for you and your pool service because your message will probably be well-received in most homes.
Pool Service Marketing Tip 2: Speak Directly to Customers
There’s a reason why major online brands present browsers with a personalized experience – it’s because they get better responses. And, a 2020 Forbes article tells us why – shoppers prefer personalized experiences.
If it’s true online, wouldn’t it be true for postcards received in their mailbox? Using a customer’s name tells them that they are important to you and can be a door into their world.
Today, the marketing pool services business can personalize every aspect of a postcard – the recipient’s name, the offer, the call-to-action without emptying the piggy bank. Personalization, also called variable data printing, is within reach thanks to digital technology.
Pool Service Marketing Tip 3: Target Best Customers
If you’ve been in business for a while, you know the characteristics of customers who get the high-cost services and stay with you long-term. They probably live in a particular neighborhood, are of a particular age, have kids, and have a college degree.
Compiling a mail list of potential best customers to receive your swimming pool postcards offers the best chance of success.
Reach out to new homeowners. Since they’ve recently moved to the area, they’ll be looking for local service providers – including pool professionals! Remember to include a new mover special to attract their business.
Sure, you could send a postcard to your entire service area, but why not save some budget to do multiple mailings? Remember – you want to target your best new customers, stay in their sights and that means multiple exposures to your service and superpower.
Take Your Pool Service Marketing to the Next Level
If you want to stand out in a crowded mailbox, a professionally designed postcard is a must. The design and offer should be so compelling that the recipient wants to give it an honorary spot in the kitchen or office.
Additionally, mailing list professionals can help you create ideal lists to reach the customers you want. Don’t waste time and cash by using a scattershot approach to pool service marketing – if you want results, get experienced pros.
For 15+ years, they’ve offered exceptional printing and fulfillment services, and have created direct mail campaigns for business customers of all sizes. They can recommend the type and frequency of mailings to help you meet your goals.
Want more tips to help you reach your business goals? Check out these direct mail resources.