Have you noticed the shift in customer loyalty
within the pool and spa
industry? Gone are the
days when customers stick to a brand
just because they always have. Today,
businesses need to go above and
beyond to build deeper relationships
and engage communities.
This article explores how creating
a thriving community around your
pool and spa brand can transform
customers into brand champions,
which ultimately drives business
growth.
THE CHANGING DYNAMICS
OF CUSTOMER LOYALTY
In the past, customer loyalty in the
pool and spa industry was relatively
straightforward. Customers would return
to a brand out of habit or simply because
it was really the only option readily
available. For example, Mr. and Mrs
Jones may have bought all of their pool
supplies from their local community pool
store for the last 35 years simply because
that was the most conveniently located
option or they just never had a negative
experience doing so. The focus was
mainly on providing quality products and
services, with less emphasis on building
long-term relationships or engagement.
However, the dynamics of customer
loyalty are changing. Modern customers
seek more than just great products;
they crave meaningful interactions and
a sense of belonging. They want to feel
connected to the brands they choose and
be part of a larger community.
This shift towards building
deeper relationships is reshaping
how businesses approach gaining
customer loyalty. And building a loyal
community around your brand is no
longer optional — in a world where your competition is just one click or
paid ad away, it’s essential. Fostering a
sense of community can create lasting
connections with your customers,
turning them into loyal brand advocates
that would be hard pressed to ever shop
elsewhere.
Now that does not mean that
providing high-quality products or
services is going to the wayside. Even
the biggest brand super fan won’t have
a choice but to jump ship if what you’re
offering is creating headaches for them.
Quality is king, but that king now has a
very important queen: community.
WHAT IS A BRAND
COMMUNITY?
A brand community is a group of
customers invested in a brand beyond its
products and services. “These customers
share a deep connection and foster a
sense of belonging that goes beyond
traditional consumer behavior,” says Paul
McIntosh, CGO, Grit Game Marketing.
“This phenomenon, often called brand
fandom, sees individuals passionately
supporting and advocating for the
brand’s values, lifestyle and culture.”
Brand communities can be classified
as either official or unofficial. Brands
typically establish and maintain official
communities by featuring structured
programs and incentives to encourage
participation. Unofficial communities,
on the other hand, evolve organically,
driven by customer passion and shared
interests without direct oversight from
the brand.
The cornerstone of a successful
brand community lies in giving members
reasons to engage with the business.
Whether it’s their love for the products,
exclusive incentives, or the opportunity
to interact with like-minded fans, these
elements help nurture loyalty and brand
enthusiasm by providing exceptional
experiences and valuable connections.
HOW BRAND COMMUNITIES
CREATE VALUE
Successfully building a brand
community is a proven strategy to
create customers who not only stick
with your brand but actively promote
it. When customers feel part of a
community, their relationship with
the brand deepens from a simple
transaction to an emotional connection,
fostering strong loyalty. Engaged
community members are more likely
to generate buzz about your brand,
sharing their positive experiences with
others, which can significantly amplify
your brand’s reach through word-ofmouth
marketing — not to mention
boost your online presence.
Just like you are more inclined
to trust a recommendation from a
friend, family member or neighbor
over standard promotional messages,
customer-generated buzz and peer
recommendations are invaluable, as
they often carry much more weight than
traditional advertising. This organic
advocacy helps build credibility and
trust, which are crucial elements for
attracting new customers and retaining
existing ones.
Moreover, community involvement
is a powerful marketing tool because it
creates authentic brand ambassadors. These loyal members actively
participate in discussions, provide
feedback, and share content related to
your brand. Their genuine enthusiasm
and firsthand experiences resonate
with potential customers, making
marketing efforts more relatable and
effective. By cultivating an active
brand community, your business can
leverage these passionate supporters
to boost visibility, enhance brand
reputation and drive growth.
COMMUNITY, CONTENT AND
COMMUNICATION
If you want to build a relationship with
someone, what do you do? You find
ways to spend more time with them.
As a business, how can you spend
more time with your customers?
Communicate more.
Consistent communication is key
to maintaining a strong community.
Think of communication in this
sense, as getting to be in front of your
customer more often and in more
unexpected places. Regularly engage
with your customers through local
events, newsletters, social media
updates, articles and blog posts.
This puts your brand in front of them
more often and starts building your
community.
ORGANIZING AND SPONSORING
COMMUNITY EVENTS
When talking about community, it
only makes sense that we start in
your actual community. Whether inperson
or virtual, community events
allow customers to connect with your
brand and to one another. They can
create memorable experiences that
strengthen the bond with your brand.
IDEAS FOR COMMUNITY EVENTS
Consider organizing events, such
as customer appreciation parties,
maintenance workshops, or
sponsoring at local happenings. These
events serve to provide value to your
customers while showcasing your
expertise and commitment to their
existing communities.
SPONSORING LOCAL EVENTS
Sponsoring local events is another
effective way to increase brand visibility
and loyalty. By supporting community
initiatives, you demonstrate your
dedication to the local area and build
positive associations with your brand.
This can increase customer trust and
loyalty and attract new customers who
share your values.
LEVERAGING SOCIAL MEDIA IN
COMMUNITY BUILDING
Luckily, we live in a time where
social media has revolutionized the
way businesses connect with their
customers. It provides a powerful
platform for building and nurturing
a community around your brand. By
leveraging social media groups and
forums, you can engage with your
audience on a deeper level and create
a sense of belonging. And best of all,
your customers already expect this
of you. They want to be able to visit
your social sites and not be hit with a
continuous stream of overused sales
pitches. They want to get to know your
brand — your people, your mission, what’s different about you and what’s
important to you.
Create compelling content that
connects with your audience by
exploring various content types such as:
- How-to Guides: Share practical
tips and step-by-step guides on
pool and spa maintenance, water
care, or other topics relevant to
your business but still add value to
the customer. - Customer Stories: Showcase the
experiences of satisfied customers
through testimonials, case studies,
and user-generated content.
This not only speaks to potential
customers researching your brand
but encourages existing ones
to leave their own reviews for a
chance to be featured. - Industry News: Keep your
audience informed about the latest
trends, innovations and news in
the pool and spa industry. Make
your name a trusted source worth
following. - Pulse Check: Before posting
anything, ask yourself, “How does
this add value to my audience/
customers?” Doing this alone can
dramatically improve your content.
There’s your content. Now let’s cover
some basic tips for helping that content
reach more potential customers.
TIPS FOR EFFECTIVE USE OF
SOCIAL MEDIA PLATFORMS
To effectively use platforms like
Facebook, Instagram and industry-specific
forums, consider the following
tips:
- Post Regularly: No, you do not
have to post everyday (unless you
want to) but posting consistently is
a key component to growing your
online presence. Not only does
regularly posting engaging content
keep your audience interested and
active, it also tells the social media
platform that you’re a reliable
content creator. This means it will
begin to push your content out to
a wider audience. - Respond to Comments: This
is one of simplest social media
strategies and yet also one of
the most underutilized. Engage
with your followers by promptly
responding to their comments and
messages. Not only does it show
you value their input and appreciate
their support, it also increases your
engagement rate which, in turn,
boosts that piece of content to
more people. - Create Polls and Surveys: Involve
your audience in decision-making
by creating polls and surveys. This
will engage them and provide
valuable insights for your business.
You can also use this to gauge
what’s really important to them.
As a business owner, you may
think you know what your audience
wants, but conducting polls and
surveys can reveal new interests
and needs within your target
market. Lean into what you learn.
Several pool and spa brands have
successfully built thriving communities
on social media. One real-world example
of how this can be done is by creating a
private Facebook group where customers
can share their pool experiences, ask
questions and receive expert advice.
The group can become a hub for pool
enthusiasts, fostering a strong sense of
community and brand loyalty, especially
if the group is more about adding value
than selling products.
ENCOURAGING CUSTOMER
PARTICIPATION
Involving customers in your brand’s
community can create a sense of
ownership and loyalty. Here are
some ways to encourage customer
participation:
- User-Generated Content: Invite
customers to share their pool and
spa experiences through photos,
videos and reviews. Feature their
content on your social media
channels and website. - Contests and Challenges:
Organize fun contests and
challenges encouraging customers
to engage with your brand. Offer
exciting prizes and incentives to
motivate participation. - Feedback Sessions: Conduct
regular feedback sessions to gather
insights and suggestions from your
customers. Show that you value
their opinions and are committed
to continuous improvement.
MEASURING SUCCESS AND
ADAPTING STRATEGIES
It’s important to track engagement
metrics to measure the success of
your community-building efforts.
These metrics provide valuable
insights into how well your strategies
resonate with your audience and where
improvements can be made.
Several tools and analytics platforms
can help you track community
engagement metrics. Tools like Google
Analytics, social media insights, and
customer feedback surveys provide
valuable data on customer interactions
and engagement levels, and overall
satisfaction.
NEED FOR ADAPTABILITY AND
CONTINUOUS IMPROVEMENT
Building a loyal community is an
ongoing process that requires
adaptability and continuous
improvement. Regularly review your
engagement metrics and make
necessary adjustments to your
strategies based on feedback and data.
By staying flexible and responsive, you
can ensure your community remains
vibrant and engaged.
IN CONCLUSION
Creating a brand community involves
more than just customer transactions;
it cultivates emotional connections that
encourage loyalty and organic advocacy.
Through consistent communication,
engaging events, and leveraging social
media, you can maintain and expand
this community, ensuring your brand
stays top-of-mind.
By investing in your brand
community, you not only retain existing
customers but also attract new ones,
creating a sustainable and thriving
business. Start implementing these
community-building strategies today to
transform those customers into brand
champions and watch your business
thrive in our competitive industry.
This article first appeared in the August 2024 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
