Hispanics make up the second-largest ethnic group in the nation, exceeding 50 million people and accounting for 16.3 percent of the population, according to the U.S. Census Bureau. This number reflects a 43 percent increase in 10 years.
By comparison, the Asian population grew from 10.2 million in 2000
to 14.7 million in 2010.
But despite these numbers, the pool and spa industry still fails to
actively market to these groups, says Don Riling, vice president of
sales and operations for Olympic Hot Tub Co. in Seattle.
“It doesn’t make any sense to me that there isn’t
more marketing to the Latino community, the Asian community, the
black community. It’s never made any sense to me at
all,” he explains.
In addition, by promoting the industry to gay and lesbian
consumers, hot tub dealers can establish a connection to minorities
and potentially gain significant market share. In fact, a
membership in a local gay chamber of commerce can increase a
business owner’s outreach to other demographics, says Sam
McClure, director of affiliate relations for the National Gay and
Lesbian Chamber of Commerce.
The NGLCC works collaboratively with several other business
associations connected to communities of identity, including the
U.S. Hispanic Chamber of Commerce, the U.S. Pan Asian American
Chamber of Commerce Education Foundation, the National Minority
Supplier Development Council (which certifies minority-owned
businesses), and the U.S. Business Leadership Network (which
certifies businesses owned by people with disabilities).
By joining a local NGLCC chapter, spa dealers will ultimately be
reaching out to nearly every minority group possible in some way,
“The buying power of all those organizations combined would
be mind-boggling,” McClure notes. “Any business
that’s working in today’s economy that is not actively
marketing to every consumer that makes sense for their product is
just not paying attention.”