PROMOTION

Market members and ownership of a pool and spa

We will:

• Promote a positive view of pool and spa ownership and lifestyle • Increase the recognition and respect of the professions that deliver their products and services • Direct more customers to our members

Keeping our industry and the community healthy became our number one objective in 2020. While it was an uncertain time, SPASA Australia closely monitored developments related to Coronavirus (COVID-19) and provided reassurance through communications to members, industry, and the general community. SPASA provided a collection of posters, social media tiles and infographics for members to use, along with up to the minute general information and advice. Our #spasapoolhero, #swimcation and #onepoolatatime campaigns provided marketing support to businesses, while also targeting consumers through our communication channels. Where possible our regular promotions continued in 2020, they just looked a little different. We were able to hold one expo (NSW) before restrictions were implemented. Our awards program for 2020 was a resounding success thanks to the wonderful team at Wise Connections who worked around the clock to assist us with delivering the program virtually, which enabled consumers to be involved for the first time. A key highlight for winners were the individual videos provided after the event that allowed them a unique marketing tool to promote their win through their own channels to maximise the impact of this recognition and generate further leads/bookings on the back of their win.

Awards categories continue to grow

SPASA eDM’s had a 39% average open rate in 2020, well above the expected 15-25%

Our partnerships continued to go from strength to strength in 2020, delivering more options for our members to save money for their businesses whilst supporting the organisations that support SPASA. Podium, Payright and Westfund Health Insurance all came on board as partners last year and SPASA hosted a number of webinars to introduce these partners and a number of general communications pieces were sent out to members explaining the services they offer.

In 2020 we launched Pool & Spa Enhancing Outdoor Life magazine, with three issues published before December. Designed to create a significant source of lead generation from consumers that are aspiring towards a better outdoor life, this new magazine tells the stories and captures the overwhelming and countless positive experiences and lifestyle benefits of Pool and Spa ownership.

SPASA is dedicated to exploring exciting new ways to reach existing and prospective pool and spa owners. If only 2% of current owners convinced their neighbour of the value of a pool or spa, the industry’s yearly construction and sales would double. The Pool & Spa brand is expanding beyond the traditional yearly magazine and expos into a year round brand that supports the entire consumer life cycle.

SPLASH! is the voice of the industry to the industry. The magazine includes the latest industry news and case studies, as well as in-depth features on a broad range of issues relevant to the residential and commercial pool and spa market.

61% SPLASH! Print Subscription Growth Ready. Set. SPLASH! Podcast rated #17 Business Podcast in Australia after only 4 episodes

The growth experienced in 2020 for the SPLASH! brand was astounding. In June SPLASH! launched its remarketing initiative, running 76 campaigns.

In December SPLASH! also launched a podcast called Ready.Set.SPLASH! with early results demonstrating significant interest in this new brand platform.

The SPLASH! Trade Show had to be postponed until 2021 – but we are all excitedly looking forward to meeting up with you on the Gold Coast in just a few months, the first time we have all been together since 2018.

SPLASH! Remarketing Initiative:

• 8,614,311 Impressions

• 9,570 Clicks to Advertisers websites

• 0.11% CTR for the year (3x market average)

SPLASH! e-news:

• 200k+ e-news sent to subscribers

• 64% SPLASH! subscription growth

• avg 30% open rate

• avg 33% click-thru-rate (CTR)

SPASA maintains ten websites on behalf of members to ensure that we deliver on our strategy to promote and grow the industry to all sectors. These websites are continually monitored and updated as required. During the peak of the concern around the pandemic in Australia, the SPASA website had a 300% increase in users over a standard month. Statistics from the website continue to show us that fencing legislation remains one of the most searched topics – with information on fencing regulations by state provided by SPASA accessed the most on the SPASA website. In line with our strategic goal to be the voice of the industry, SPASA provided articles to several magazines and news outlets promoting the industry throughout 2020, as well as participating in several radio interviews. The positive relationships being built by SPASA will enable us to continue to capitalise on extensive promotion of our industry to consumers.

SPASA website traffic

The sky is the limit in 2021!

Consistent growth is made easier with partners and sponsors who embrace our long term vision. SPASA acknowledges our year round sponsors who make is possible for the association to explore new promotional ideas to grow the industry, which benefits all members.