__MAIN_TEXT__

Page 31

POOL & SPA INDUSTRY competition ran during September with John Lewis gift vouchers as prizes. The purpose of the competition is that all of the entry images will be agreed for use by PIP for promotional and marketing purposes with the plan to work with home and lifestyle magazine publications on ‘#everydaycation location’ features with a Reflection of Summer 2020, providing a fantastic opportunity to promote hot tub and pool ownership along with BISHTA and SPATA.

As people have spent so much time at home in recent months, a lot more of their money has been, and will likely continue to be, spent on home improvements”

GETTING SOCIAL The #everydaycation message is being promoted across the campaign accounts on Facebook, Instagram and Twitter as well as the BISHTA and SPATA Facebook pages. We are spreading the hashtag #everydaycation far and wide along with eye-catching lifestyle images and links to the campaign website to inspire consumers to purchase, educating them along the way with water leisure tips and lifestyle improvements. Social Adverts – we are currently running a variety of social media adverts across Facebook and Instagram to boost our following and gain increased post-interaction. We’ve seen some very successful results through increased followers, likes and website traffic. Statistics for Social Media Adverts: • Reached over 1 million people • Driven over 21,000 link clicks. Demographic Snapshot: • Hot Tub content skews 84% female, 25-34 • Pool content 60/40 Female/Male, skewing 45-54.

DRIVING ONLINE ACTIVITY All of the campaign activity drives visitors to the campaign website –www.everydaycation. co.uk – and the site provides a tool to engage and inspire visitors, then push them through to the BISHTA and SPATA websites to find lots of free information and to find their nearest BISHTA/SPATA members. Statistics for Website Traffic: • SPATA: up 104% on 2019 • BISHTA: up 240% on 2019 • Everydaycation: users continuing to go up, including direct, which is an excellent indicator of the halo effect of the campaign.

The #everydaycation message is being promoted across the campaign accounts on Facebook, Instagram and Twitter

WHAT’S PLANNED GOING FORWARD? Following a campaign summary meeting with Speed Comms and the PIP committee this month, a PIP Strategy Planning Meeting for 2021’s PR and Marketing activity will also take place in November. Topics of discussion include: • Working with lifestyle, home, garden and luxury publications • Continuing to promote the industry research stats across the national press • Promoting Autumn and Winter Hot Tub messages to the national press • Promoting ‘Plan Now for 2021 Swimming Pool Installations’ to the national press

2021 BRITISH POOL & HOT TUB AWARDS With the surge in demand for hot tubs and pools and increased workload, please don’t forget to capture images of all the fantastic projects you are installing. Collect a variety of pictures from each of your installation projects, and make sure they include shots of the hot tub, exercise spa or pool with water in and that the photos highlight the best views of the project and its surroundings from multiple angles. Where permission is granted, it would also be great to have some lifestyle images of your customers using their pools and hot tubs. For BISHTA and SPATA members, we hope that you have entered the latest annual British

Pool & Hot Tub Awards. Being the longestrunning and most well-established industry awards, they play a crucial role in promoting the industry, not only to the trade but more importantly, to a broader regional and national consumer audience. These awards have been established to appeal to a broad crosssection of the consumer press with coverage for award-winners gaining more and more momentum both locally and nationally. The British Pool & Hot Tub Awards are run for the benefit of promoting and celebrating the excellence of BISHTA and SPATA members (nationwide and overseas) endorsing companies who strive for the best, as members working to the recognised industry standards and the respective Association’s Code of Ethics. The prospect for award-winners is increased publicity through our complimentary press distribution and the opportunity to boost the turnover of successful companies. With next year being a landmark anniversary year for BISHTA (20th), SPATA (60th) and SPATEX (25th), 2021 will be a year to put an even bigger spotlight on our industry. If you are not a member and would like to join, please get in touch to discuss the membership options available for your company. BISHTA / SPATA 01264 356211 / 01264 356210 www.bishta.co.uk / www.spata.co.uk

The annual British Pool & Hot Tub Awards are the longest-running and most well-established industry awards

www.swimmingpoolnews.co.uk 30-31_SPN_October_20_BSPF_Everydaystaycation.indd 29

SPN October 2020 29 02/11/2020 22:21

Profile for Aqua Publishing Ltd

SPN (Swimming Pool News) October 2020  

Informing the pool and spa industry since 1959. Covering the UK's wet leisure market, SPN (Swimming Pool News) is the UK's longest running a...

SPN (Swimming Pool News) October 2020  

Informing the pool and spa industry since 1959. Covering the UK's wet leisure market, SPN (Swimming Pool News) is the UK's longest running a...