Scary Data, and Reasons to Give Thanks

By Brett Lloyd Abbott, MYM Austin Inc.

I was completely taken aback last week when an industry associate forwarded some shocking data from PoolCorp.  Tracing back the URL, I located the article written by Erika Taylor, managing editor of Pool and Spa News (www.PoolSpaNews.com).

“PoolCorp Conference Highlights Market Trends”

Here’s the chart that made my jaw drop:

Hey, I knew we were in a downturn, but this data says that from 4 years ago, we’re off by a whopping 79%. Holy Moly! I knew that Florida and Arizona were down, but the entire United States? No wonder it’s been such a struggle!

I’m embarrassed to admit I didn’t realize it was this bad.

Of course, being the opportunistic marketer that I am, this is where I should thump my chest proudly, and point out that “with a good marketing system in place, you won’t feel the extremes of the market swings.”

Somehow, it just doesn’t feel right to go there.

I have a lot of respect for Manny Perez and PoolCorp, and I appreciate the data they’ve shared with the industry. I also appreciate Erika Taylor for bringing the facts to the rest of us. So with all this “goodwill sharing” going on, let me try to spread a little sunshine myself:

• The renovations industry is as strong as ever, with 3.1 million swimming pools in the U.S. more than 10 years old.
• Most analysts believe we’re “at the bottom,” and that signs of economic recovery in the US abound.
• The Pool & Spa News Article of August 28 (“Ready to Rebound” by Dan Schechner), shared some encouraging news, especially for people like me living in Austin. (www.poolspanews.com/2009/082/082rebound.html)
• Ford Motor Company, (the only major North American car maker to decline government bailout money by the way), just reported a $997M profit for the third quarter. FYI – It’s hard to make a billion dollars in 3 months if people aren’t spending any money. (www.cbc.ca/money/story/2009/11/02/ford-earnings.html)
• The European Union is feeling good about the economy, and “Lifts Growth Forecast for 2010“  (www.nytimes.com/2009/11/04/business/global/04euro.html)
• In fact, it seems the whole world is starting to feel a little bit better, as the Financial Times reports just this morning “Stronger Signs Of Global Recovery” (www.ft.com/cms/s/0/aa5136bc-c818-11de-8ba8-00144feab49a.html)

Of course, it wouldn’t hurt your chances for recovery if you have a decent marketing system in place. But there are lots of ways to do that. (Just check any of my previous newsletters for some ideas on how to do that.)

Till next time, let’s be thankful for the scary data that’s behind us, and focus on turning that economic trend upward, where it belongs.

Best regards,
Brett

2009 Brett Lloyd Abbott / MYM Austin Inc.  May not be used without permission.