There are many different ways that package pool dealers use digital media to market their products. One company, MGK Pools in Lowell, Mass., has developed an innovative tool that empowers customers to essentially design their own pools. Called Pool Package Builder, the program is accessed on the company website, where potential buyers can peruse and select the features they want.
The page was introduced just last year, but according to company founder and owner, Michael Gordon Kern, it’s already proven a success: “Last year about 50 percent of our visitors built their own package; the rest bought the packages we put together. While we have had to walk a few people through the page, most have no trouble using it.”
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Kern reports that he and his son developed the idea based on a site used to build custom computers. “I loved the control it gave me over the price of my package,” he says. “If the price was a little high, I could choose a different processor, or pick a cheaper video card. I knew what I had to spend and felt like I was getting the most for my dollar.”
In terms of marketing the program, Kern says he’s turned primarily to content marketing along some paid traffic from Google search. “I am working on targeting some keywords with a lot more traffic. I don’t expect to be on the front page of Google this year, but when I do, I will be the number one online pool retailer,” he says. “My manufacturer is Buster Crabbe/Aquasport Pools. I’d like to think that my content marketing strategy is pumping up their brand. I sell pools to Texas, Arizona, California, all over the country.”
