2020 Pool & Hot Tub Marketing Insights


This is the time of year when Facebook (and many others) release marketing data designed to help advertisers throughout the next year. Most of the time, this information isn’t groundbreaking. However, the data released for 2020 is great news for hot tub and swimming pool marketing. Here’s the scoop:


Pool & Hot Tub Marketing: If You Aren’t Talking About Mental Health in 2020, You’re Missing Out

Reading this statement didn’t surprise me. I have mental health conversations with my own teenager that my parents probably should’ve had with me. Standing in line at Walmart recently, two ladies were openly discussing the antidepressants they use and how they’re feeling.

Mental health is no longer taboo. People are openly discussing it, and you should be too!


Facebook Marketing for Pools and Spas Can Easily Address Mental Health

Finnleo has a blog that talks specifically about the relationship with a good sauna routine and good mental health. Saunas are also known to not only promote good mental health but also good physical health as well. 

Hot tubs are known for relaxation, joint pain relief, better sleep, and injury recovery. According to the National Institute of Mental Health, there’s a strong link between stress and mental health. What relieves stress better than a hot tub?

Swimming pools are ideal for increasing family time and getting people away from screens/phones. There’s a lot of research about teenagers, social media, and their mental health, including this article from the Child Mind Institute. It’s impossible to be in the pool and on your phone at the same time. Increased family time, decreased screen time, plus the benefits of being in water make swimming pools a powerful tool for good mental health.


What You Can (and Can’t) Say About Mental Health in your Swimming Pool and Hot Tub Ads

No, you’re not a medical professional. And, for clarification, you should never make your own medical claims when working with a customer. You can (and should) cite studies from the experts. Rely heavily on information provided by manufacturers, too. Many of them have already gathered data to support the idea that many products in the backyard industry support good mental health. 

Avoid making sensational claims. If you have a miracle cure claim, Facebook will penalize you. You also shouldn’t call out a user’s specific conditions. Saying something like, “I have the solution to stop your rheumatoid arthritis pain” can make customers feel like you’re spying on them. That’s one of the many reasons why Facebook and Google don’t allow these types of ads. 

If you know of anyone willing to give a testimonial, share it! You’re not making any sensational claims if you’re sharing someone’s story. Pulling testimonials provided by manufacturers is another great option to address how the backyard industry is promoting good mental health. Take advantage of photos and videos they provide!


Questions? Schedule a Marketing Consultation.

I grew up in a small business, so I know first hand that you’re not an expert in everything. A topic like mental health can be overwhelming, especially if you’re not comfortable on social media. BUT… it’s an important topic for 2020 and I want your business to be on the front lines of addressing this very important topic.

Questions? Let me help you! Schedule a 30-minute call and I can answer your questions about your local marketing needs.

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