Minimizing pain
Pain affects more North Americans than diabetes, heart disease, and cancer combined. Pain is cited as the most common reason people seek the healthcare system and accounts for up to 78 per cent of visits to the emergency department.
According to the Committee on Advancing Pain Research, Care, and Education, U.S. figures have documented the cost of chronic pain in adults, including healthcare expenses and lost productivity, is between $560 and $630 billion annually. Based on these figures, it is estimated the annual cost of chronic pain in Canada is at least $56 to $60 billion.
With this in mind, customers should be asked what keeps them up at night and/or if they suffer from any previous injuries, or chronic joint or muscle pain. If they say yes, the idea of soaking in
a hot tub should be used as a selling feature as a way to provide the relief they are looking for.
Time to reconnect
Today, everyone is extremely busy and easily distracted. As such, many potential hot tub and/or swim spa buyers may simply be looking for a product where they can ‘unplug’ and spend some quiet time with family.
A hot tub or swim spa can provide this type of getaway—even if it is a 20-minute soak to escape from a chaotic day to contemplate one’s thoughts. Hot tubs can be a ‘device-free’ refuge where couples or families can reconnect and discuss the day’s events all while gazing at the stars and relaxing without any distractions.
The aforementioned should be used to promote a hot tub and/or swim spa business and its products. Yes, hot tubs and swim spas have high entertainment value, but the benefits of hydrotherapy should not be forgotten, as it can improve the customer’s quality of life. This marketing practice will not only help sell more hot tubs, but also gain lifetime customers.
Lindy Rickert is the corporate communications manager for Marquis Corp., a manufacturer of hot tubs and swim spas in Independence, Ore. She joined the company in 2013 and is responsible for many aspects of communication, including promotions, newsletters, dealer training, social media, and lead generation. Rickert, who graduated from the Walter Cronkite School of Journalism at Arizona State University, is new to the pool and spa/hot tub industry, but has more than a decade of marketing experience. She can be reached via e-mail at lrickert@marquiscorp.com.
