FREQUENTLY ASKED QUESTIONS

What's the problem with traditional advertising methods?

The simple answer for the pool and spa industry is traditional advertising methods don't effectively reach enough potential prospects and waste money on unqualified audiences. Think of advertising as a way to get your message communicated to as many new qualified pool or spa prospects in your trade area as possible. Everything else being equal, it is always preferable to impact more prospects rather than less. But with 55 thousand in-ground pool sales per year out of 114 million non-pool households, there is a very low penetration of potential customers. That means only 0.05% of the average households across the US will buy a swimming pool in any given year. And only 5% already own a pool. So it should not be surprising that traditional advertising methods such as broadcast, print and outdoor are extremely inefficient. They are like being in a dark room searching for a black cat that isn’t there! For the pool and spa industry, traditional advertising has a 95-99% margin of error!

Why should I consider direct mail?

Based on the development of Xmente’s Intelligent Prospect Lists, direct mail becomes the #1 choice for targeted efficient marketing to existing pool owners as well as to new pool or spa prospects. Xmente Intelligent Lists typically reach 90%+ of a local market. With an average “open rate” of nearly 80%, direct mail is the optimum choice. No digital or traditional mass media method can approach that. Some experts say it has to do with how humans react to something tangible in their hands. Engaging their tactile senses helps reinforce the message. And research confirms each dollar spent on direct marketing yields an average return of $11.65. Don’t get the quality of our Intelligent Evidence Based Prospect Lists confused with ordinary lists. We are dedicated to the professional pool and spa channels and have the expertise and insight to deliver the best results.

What about digital media like online advertising?

Use them to complement other methods but understand the limitations. Pay-per-click online advertising is associated with finding business information, almost like the Yellow Pages. It is a passive, “sit back and wait until a consumer is already interested” approach and sets off a round of comparison-shopping. It also takes a lot of work to stay relevant and grow your audience. We analyzed one retailer/builder's Google AdWords campaign and found it only reached 8% of the target market with a very substantial cost. Over-prioritizing digital media could actually have a negative effect on growth in this industry.

What about email?

Email marketing is in the spotlight at the present, however that doesn't make it the best option for every audience. For example, Xmente researchfound that most pool retailers have fewer than 25% of their customer email addresses. And they have no non-customer retail, pool or spa prospect emails. That means that by avoiding direct mail you could be missing 75% or more ofyour existing customer base and target market. And considering that only 22% of retail consumers open emails and 3% click through to a web site, email reach is very poor. Those who are not using direct mail because they believe it is dead are missing a huge opportunity. Want proof? Leslie’s, the 800+ pool store retail chain, relies heavily on its proprietary pool owner address list to grow its business and maintain a marketing advantage over competition. You can't get Leslie's list but you can dramatically improve your marketing success with Xmente's Intelligent lists. When a properly designed direct mail piece is sent to existing customers, the response rate is 28 times higher than email. To learn more about why direct mail works contact Steve Carlyle for a free copy of our white paper: “How to choose the most effective advertising methods for your pool and spa promotions.”

What if I tried direct mail and had no success?

If your last direct mailing failed to deliver results it is likely due to a flaw in sending the right message to the right audience at the right frequency. Xmente's Intelligent Lists deliver the right audience and we will help you develop the right compelling offer. Undoubtedly one of the biggest wastes of marketing dollars is direct mail campaigns that are implemented without adequate frequency. That's why Leslie's sends 6-8 postcard mailings to all prospects in every retail store trade area each and every season. More often than not, it’s a matter of timing. You want your message to show up when something happens in your prospect’s life that creates a need for your product/service. Since you can't always predict when that is, you need to mail with some frequency, establishing a connection and nurturing it with timely and regular communication. This keeps your business top-of-mind with your prospects and stimulates an action.

Why does Xmente only offer a 6 x 11 full color postcard?

We don't think of ourselves as selling printing or even lists. Our goal is to help you achieve results. With only 3-5 seconds to get a reader's attention, the largest bulk mail format is the most effective. It provides the most postcard real estate (5 times more than a 4 x 6 postcard) so your promotions have the best opportunity to stand out from the crowd. We see no reason to offer anything less just to reduce price.