If Nest can make thermostats exciting, then perhaps smart pool equipment can generate the same kind of consumer buzz.
That’s the thinking behind Hayward’s first major marketing campaign that speaks directly to pool owners.
The pool equipment manufacturer is promoting its VS Omni variable-speed pump through print advertisements in magazines such as Travel + Leisure and Better Homes and Gardens, billboards, radio advertisements, digital marketing, social media and direct mail.
The campaign launched in Phoenix and will roll out to other major pool markets throughout the year.
The manufacturer believes the time is right for a campaign touting modern technology such as the pump’s smartphone and voice-command functionality. With home automation going mainstream, Hayward expects consumers to prove receptive to messages about pumps and heaters that communicate with smartphones and smart speakers.
“We believe pool equipment is the next frontier, a natural extension of your smart home,” said Jeremy Jones, director of marketing.
Hayward used data from Metrostudy, which is owned by PSN parent company Hanley Wood, to target the densest U.S. pool markets. It determined that the majority of the approximately 5.5 million inground pools are not equipped with smart-control technology.
“We did a lot of consumer research to identify messaging that really resonates with them,” he added. “The opportunity for all of us is to take advantage of emerging technologies, especially when consumers are already moving in that direction.”
The campaign refers consumers to a landing page that captures their information, which is then funneled to local dealers.
