Myles Thomason’s most effective sales tool is his testimony.
The owner of Destiny Pools and Spas in Lubbock, Texas estimates he has sold and installed approximately 2,000 automatic covers over the past 15 years.
In the Lone Star State, few cities mandate safety barriers around pools and spas, such as fences and covers. So Thomason’s history of installing one on most every pool he builds can largely be attributed to his own personal experience, in which he confronted every parent’s worst nightmare.
It was Memorial Day weekend in 2004 when his 1-year-old son, Judge, was found at the bottom of the pool. Apparently the baby toddled away while family and friends were enjoying barbecue. Thomason estimates the boy was under water for 3 to 4 minutes before anyone noticed.
“Total chaos broke out,” he recalls.
He says it’s a “miracle of God” that Judge recovered after 3 to 4 weeks in the hospital, with no permanent damage of any kind. But he made a resolution: With each customer, he would make an appeal to seriously consider childproofing their pools. In doing so, he often relays his own harrowing ordeal as a cautionary tale.
“I knew right away I was going to push pool safety,” Thomason says. “I use that testimony all the time, everyday.”
He conveys a compelling message, one that has resonated particularly well with a certain demographic eager to pick up the megaphone and spread the word: Moms.
Word of Mom
There is a real opportunity for safety-products dealers to network with mothers who are engaged with their peers in real life and online. It’s called influencer marketing and it ranks among the most effective ways of creating awareness around products, services and issues that resonate with target audiences, says Maria Bailey, CEO of BSM Media, an agency specializing in mom-centric marketing.
The strategy has proven potent in the travel and beauty industries, where self-proclaimed lifestyle experts leverage their social media clout in exchange for free hotel stays, meals and products. From these arrangements, brands gain a more authentic way of reaching audiences that trust the recommendations of people they follow on Instagram and Facebook.
While five-star meals and luxury resorts are inherently Instagram-worthy, there is no reason why the pool/spa industry couldn’t also benefit from a similar approach, particularly when it comes to raising awareness around a topic near and dear to many mothers’ hearts: safety.
“Not only do you have a big message, but you have one that’s relevant to moms,” Bailey says. “It’s something they would embrace.”
Dealers of covers, fencing and other barriers should consider networking with mom groups, both online and in real life, because they can serve as effective evangelists for pool and spa safety. If they feel passionate about a subject, they’ll discuss it with friends, post about it on social media and host events to bring attention to it.
“When it’s a meaningful message, those influencers will put everything they have behind it,” Bailey says. “If they’re educated on how to keep kids safe around a pool, then they’re telling the rest of the moms.”
The pool/spa industry also has a great built-in platform for discussing safety face-to-face: The pool itself. As a fixture meant for socializing, Bailey says, the pool is a great facilitator for these conversations, Bailey adds.
And consider this: In many cases, moms are the financial decision makers in the family, spending an estimated $3.1 trillion a year, according to BSM media. In other words, they’ll likely be the ones to spring for a cover or fence.
So who exactly is an influencer?
Unlike the travel and beauty industries, where the number of social media followers is often the sole determinant, there are other factors to consider when trying to find a persuasive spokesperson for pool/spa safety.
Don’t get hung up on social media numbers, Bailey advises. Instead, look for someone who is routinely engaged with other mothers. In the world of moms, there is a hierarchy, she explains. Often the woman who has gone through a tragedy and can address a topic from personal experience ranks highest. Other times, the parent who leads the local Mommy-and-Me groups, is active in PTA and Boy or Girl Scouts, teaches swim lessons or is known as a tastemaker has a powerful influence over other moms.
The age of their children is important, too. Drowning is a leading cause of death among children under 5. So mothers of tykes around that age would be particularly receptive to learning about pool/spa safety.
“Think about women and moms who the message would be relevant to,” Bailey says. “These are the people who would deliver your message.”
How to find them
To utilize this network, dealers would want to find the people already talking about pool and spa safety.
The easiest way to do this is through “social listening.” That means searching for keywords on platforms such as Twitter, Facebook, and Instagram to see who frequently posts about the topic. Narrow a search to find influencers in your region by including city names.
Then it’s a simple matter of introducing yourself. Offer to guest-write a blog or host an event to discuss pool and spa safety. You likely will gain a receptive audience eager to pass your information along to others.
There are plenty of opportunities beyond social media and group events to pursue, too. Don’t overlook podcasts. Just like how the mom blog has become ubiquitous online, there are numerous podcasts geared toward the same demographic. Though most aspire for national reach, there are plenty of local shows with loyal followings, and these influencers look for knowledgeable experts to interview. Don’t hesitate to pitch yourself as a guest.
Bailey, for example, hosts Mom Talk Radio, the only nationally syndicated radio show for moms. It also happens to be the most-downloaded parenting podcast on iTunes. At least once a year, she invites someone from the pool/spa industry onto the show to discuss safety.
The best part about this approach? It’s essentially free. There is little cost involved, other than time. And if you’re short on that, Bailey has a suggestion.
“I guarantee you there is a mommy blogger in your community that will do this for you for a couple hundred dollars a month,” she says.
Beyond moms
Your influencer marketing efforts shouldn’t end with mothers. Other demographic groups, organizations and industries offer ample opportunity.
For instance, consider networking with safety organizations such as the Safe Kids Coalition, which has dozens of chapters across the nation. These groups often afford opportunities to make presentations and participate in safety fairs.
Tom Callahan, director of operations for Cover Care, has been involved with the San Diego chapter of the Safe Kids Coalition for decades. Through the organization, he recently gave a talk on water safety to another group of influencers: Realtors.
During his presentation, he discussed the importance of covers and safety fences, equipping realtors with the information they need to address safety concerns potential home buyers may have about properties with swimming pools and spas.
“For a lot of real-estate agents, they consider the pool a beautiful feature of the home, something that attracts buyers … but they also know there are some parents who are concerned about safety,” Callahan says.
Realtors hesitant to suggest a fence or a cover that would obscure one of the home’s most attractive assets are put at ease when they learn more about the products. “I think that, more than anything, they’re surprised how attractive the products look,” Callahan says.
In this way, he’s turning real-estate agents into advocates for safety products. “They’re the facilitator,” he says. “As soon as the homeowners move in, we can get in there and install the product.”
Cover Care is also involved with the Independent Pool and Spa Service Association, helping promote its safety program called Water Watchers. This initiative instructs adults to designate an official Water Watcher during pool parties. Designees can work in shifts — say, 15 minutes — before rotating.
Another important group to network with: Foster care agencies. Potential guardians must go through an extensive home–inspection process before they can host children. In many areas, local law dictates safety barriers.
“Getting the word out to those foster-care agencies that our product is compliant to their regulations, it allows them to … give their customers a resource,” Callahan says.
Professional child-proofers are seeking your expertise, too. Licensed, certified professionals specializing in the installation of baby gates, cabinet latches and other child-safety fixtures frequently subcontract with the pool trade for fences and covers.
The International Association for Child Safety boasts approximately 80 members who are certified in this field. Cover and fence dealers are welcome to join. Through this group, professionals can network with safety experts and benefit from conventions and ongoing education, among other perks, including being listed as a service provider on IAFCS.org.
By networking with like-minded safety organizations and professionals, dealers can develop a steady pipeline of referrals — not that building up the business should be the sole pursuit.
“Of course there’s a benefit to our company,” Callahan says, “but our motivation is to keep kids safe.
