08/02/11
"Survey Results From Our
Pool And Spa Industry Economic And Political Survey"
Dear Advertiser,
Over the last two weeks,
we had conducted a survey amongst our advertisers and
sponsors. We thought
you might like to see the results (see below).
The
survey was sent to any of our advertisers and sponsors
that are involved with the pool & spa industry only (not
like our Home Depot or Bellagio or Jaguar - type
advertisers). It was not publicly on our web site, and
was only available by invitation only. Basically it was
a mix of pool & spa manufacturers, dealers, service
companies, and various product manufacturers.
This
was by no means a nationwide survey (like our consumer
surveys are), and you have to assume that all the
respondents are in our industry, currently advertise to
some extent on our site, many of which subscribe to our
lead service, and are clearly pre-disposed to doing
consumer-direct advertising over the internet. So it is
skewed somewhat according to those qualifications for
these respondents. This was meant to be an
internal survey for the use of our sponsors to see how
everyone else is doing.
Please
remember that this was NOT a consumer-based survey. We
will be conducting a large nationwide consumer-based
survey within the next few months, and we will share
those results once that survey is completed.
When you do a survey like
this one
(to business people), you never know what
kind of results you are going to get. Anecdotal stories
do not always tell the real truth
about what is going on economically - especially within
our industry.
We were quite surprised at
some of the results! Our
own comments are
noted after each question.
We hope this information
may be of
interest to you....
"Survey Results From Our Pool And Spa Industry Economic
And Political Survey"
1.
Overall, how would you rate your sales so far this year?
About What We Expected -
66%
Worse Than We Expected -
33%
Best Year Ever - 0%
Worst Year Ever - 0%
Our Comments about this question - We really thought that
most people would report far worse sales than the
results indicate. We really thought we were going to get
a lot more "Worst Year Ever" responses, but that did not
prove to be the case.
2.
Numerically, how would you say your sales have been this
year (compared to last year)?
38.8% Down compared to
last year
33.3% About the same as
last year
27.7% Up compared to last
year
Our Comments about this question -
We were happily
surprised at the responses to this question. Over 60%
responded the same or better
sales than last
year. From the stories we have been hearing, you would
think that everyone's sales were way down, but that
seems to be untrue from these results.
3.
Do you think the government is doing the right things to
help the economy improve?
87.5% No
12.5% Yes
Our Comments about this question - We want to know who that
12.5% is. What were they thinking?
4. In your opinion, what is the SINGLE MOST important
factor that is causing depressed pool and spa sales?
38.8% We cannot get
adequate financing for our customers
27.7% My target
demographic has no money
16.6% Many of my dealers
have gone out of business
11.1% My target
demographic is having problems with housing issues
(underwater mortgages, foreclosures, etc.)
5.5% We are not having any
problems, our sales are great
Our Comments about this question - No surprise here.
Especially among the swimming pool builders. Financing
is key to that industry segment, and no one (banks or
government) seems to be doing anything about this.
5. What are your customers mainly buying this year?
41.9% Portable Hot Tub
Spas
19.4% Pool & Spa Related
Accessories
18.1% Swim Spas
11.7% Inground Swimming
Pools
5.8% Above Ground Swimming
Pools
0.0% Inground Hot Tub Spas
Our Comments about this question - Kind of surprised that
Swim Spa sales were this high, but that is very good. We
kind of thought that Inground Pool sales would be this
low. We were shocked at how low the Above Ground Pool
sales were though. And whatever happened to the
Inground Spa market ???
6. Are you ? (We mean the person answering this
survey).........
41.4% Republican
22.2% Democrat
17.6% Independent
15.6% I am not politically
involved
Our Comments about this question - We thought that this
would skew a bit higher on the Republican side. We were
also kind of shocked that only 17% were independents as
well. From the news on TV these days, you would think
that many more people were calling themselves
"Independents", but this was not the case with these
respondents.
7. Normally, do you vote on a regular basis ?
83.3% Yes
16.6% No
Our Comments about this question - About what we figured.
8. If you do vote, do you normally vote.......
38.8% Mostly Republican
22.2% Independent
12.4% Mostly Democrat
11.1% I do not vote
Our Comments about this question - About what we figured.
9. How much do you think National Politics affects your
business?
50.0% Somewhat
36.8% A lot
7.5% Not really at all
2.3% I do not know what
this means
0.8% I do not follow
Politics
0.0% Not at all
Our Comments about this question - We're just guessing here,
but we bet that the 7.5% that answered "Not really at
all" are probably the same group of people who are
reporting lower sales this year. But that's just a
guess.
10. Where do you get MOST of your leads?
38.1% Your own web site
21.5% Poolandspa.com lead
service
19.2% Google
11.1% Local print
advertising
6.1% Other
Our Comments about this question - We were so happy with these
results.
Finally, others in our industry are finding
great
success with getting leads from their own
company
web sites. This is quite a change over
the last 36 months, when very few people were getting
actual "leads" from their own company's web sites.
Obviously we were happy that 21%
answered the
"Poolandspa.com lead service". We were kind of
surprised that Google did not trend higher. Actually
when we focus-grouped the questions for this survey,
almost everyone was sure that Google would be the #1
answer by far. But that was not the case with these
respondents.
11. Does your company follow up the leads you get from
Poolandspa.com?
83.8% Yes
7.5% No
3.5% I do not know what
this is
Our Comments about this question -
We were very shocked at
this. We used to hear from many companies that they do
not follow up the leads they get
from Poolandspa.com
for various reasons (too expensive, too hard,
too time
consuming, bad dealers, etc.). But in this
economy, it seems that most companies
now
realize that each and every lead is important.
12. If you DO follow up the Poolandspa.com Leads that
are sent to you each week, how are your sales FROM THOSE
leads?
35.2% About average
23.5% Really good
17.6% Lower than average
8.7% I do not follow up
those leads
5.1% I do not know what
this means
Our Comments about this question -
This is almost exactly
what we expected.
13. Where do you feel that you get your BEST leads
from?
33.3% Your own web site
27.7% The Poolandspa.com
weekly lead service
16.6% Your dealers
11.1% Your Google Ads
7.9% Other
0.0% Your magazine ads
0.0% PoolSearch.com
0.0% SpaSearch.com
0.0% BuyersZone.com
0.0% Other paid lead
service
0.0% TV or Radio Ads
Our Comments about this question -
Again,
we were very
happy with these results. Still surprised that Google
trended so low. Also a bit shocked at the number of 0%
responses, especially for magazines, TV and radio.
Maybe what they say is true.....maybe the Internet is
killing traditional media in the eyes of consumers.
14.
Did you vote for
President Barack Obama in the 2008 election?
47.0% Yes
35.2% No
11.6% I did not vote in
the 2008 Presidential Elections
0.7% Other
0.0% I do not know who
this is
Our Comments about this question -
This is about what we
expected.
15.
Would you vote for
President Barack Obama again?
51.9% No
23.5% Yes
11.7% I do not vote
9.2% Maybe, depending on
what he does this year
0.0% I do not know who
this is
Our Comments about this question -
We
were a little bit surprised that 23.5%
answered
"Yes" and 9% said "Maybe". We thought this would skew
into the high 90% range for "No", given the current
state of the economy. But we were wrong when it came to
this group of respondents.
16.
Thinking about the
economy, politics, and the current economy, do you plan
to....
72.2% Keep our advertising
efforts the same as 2011
11.1% Increase my
company's advertising efforts in 2012
8.1% I am not in control
of my company's advertising budget, so I cannot answer
this question
5.5% Decrease my company's
advertising efforts in 2012
Our Comments about this question -
We were surprised at these
answers. We fully thought that the highest response,
by far, would be "Decrease my company's advertising
efforts in 2012". Nice to see we were wrong.
17. Which of the following describes yourself (the
person answering this survey) ?
41.4% Been here for a
while (employed by this same company for over 24
months)
38.8% The Business Owner,
President or CEO
7.5% Other
3.5% New hire (less than
12 months)
2.2% Sub-Contractor (such
as a lead generation service, ad agency, consultant, web
designer, etc.)
0.0% Recent hire (in the
last 12-24 months)
Our Comments about this question -
These results were
absolutely 100% opposite of what we expected. From what
you hear, it is thought that a lot of companies have
fired many of their middle management and sales people,
and re-hired younger workers at reduced salaries and
benefits. We assumed that
"Recent Hire"
and "New
Hire"
would be the top two answers. But we were dead wrong
with this one.
18. Which of the following do YOU PERSONALLY own ?
(select all that apply)
18.5% An HD Big-Screen TV
17.2% A house
16.0% A Smart Phone (like
an IPhone, Blackberry, Android, etc.)
11.1% A Portable Spa
7.4% A Gun (any type)
7.4% A Video Game Player
(via a TV interface)
7.4% A boat
6.1% An Inground Swimming
Pool
6.1% A Jet Ski
1.2% An Inground Spa
1.2% An RV (Recreational
Vehicle or Camper)
0.0% A Swim Spa
0.0% An Above Ground
Swimming Pool
Our Comments about this question -
OK folks.....we just have
to make an
observation here. Everyone who took this
survey was somehow involved in the pool & spa industry.
Only 11% owned a spa, only 6% owned a pool, and 0% owned
a swim spa??? So everyone is trying to sell pools &
spas to everyone else, but they don't even have one of
their own products?
This was a very
odd and unexpected result from this respondent group.
19.
Do you PERSONALLY do
any of the following activities? (select all that apply)
28.5% Drink (even
occasionally or socially)
19.6% Use Facebook (either
personally or for business purposes)
19.1%
Play sports (any)
10.7% Gamble (either in
casinos or in home-type games)
8.9% Smoke
5.3% Play video games
(either online, personally on my box, on the computer,
or via Smart Phone, Iphone or Ipad, etc.)
5.3% Blog (as a verb, at
all, either personally or for business purposes)
1.7% Tweet
Our Comments about this question -
When formatting surveys,
there are always some "sneaky" questions utilized. This
was one of those questions. We were primarily only
interested in seeing how many people were using social
networking (Facebook, Blog or Twitter)
with this question.
The other possible answers
meant nothing. We were very surprised at
the low trending for social networking
use. Maybe this
respondent group skewed a little bit older than we had
figured. But in any event, all you hear about is how
everyone is Tweeting everything, Blogging away every
little detail of their lives, and are addicted to
Facebook. Certainly
this was not the
case with these respondents, to say the least. Not
quite sure why...
20.
How often do YOU
PERSONALLY check your email (via personal or business
computer, Iphone, Blackberry, Andriod, Google TV, etc.)
66.6% More than every hour
(I check it more than once, per 60 minute period)
16.6% Every hour
11.1% Twice per day
5.5% Once per day
0.0% I only check it MORE
THAN every 48 hours apart
0.0% I do not use email,
in any form
Our Comments about this question -
This one
was
also a bit of a shocker. Over 83% of the
respondents checked their email AT LEAST every hour. We
did not think that would be the case at all. We thought
the #1 answer would definitely be "Once per day", but as
you can see, we were so wrong on that one! Email use and email marketing must not be quite as "dead" as a lot of
people are saying nowadays - at least among these
respondents.
# # #
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Poolandspa.com Inc. - Reproduction Rights By Permission
Only.
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