The rise of online shopping, combined with the convenience of digital marketplaces, means that fewer customers are visiting physical stores. Hower, it is possible to attract consumers to a dealership’s showroom, but first dealers must implement the right strategies to do so effectively. Showroom design, targeted advertising, attending off-site events, and efficient lead management are crucial components that drive foot traffic to brick-and-mortar locations. Especially in times when organic traffic is declining, it’s essential to adopt a multi-pronged strategy to create a robust marketing engine. This involves not only optimizing the showroom experience and advertising efforts but also integrating additional initiatives, like involvement in Bullfrog Spas’ Costco Roadshow Program. By combining all these activities, dealerships can create a comprehensive approach that enhances visibility, engages potential customers, and fosters sustained growth. 

Hosting an event away from the showroom requires significant planning, logistical coordination, and financial investment, which can be prohibitive for smaller operations or those already operating on tight margins. Without the manpower or budget to manage these events, dealers miss out on valuable opportunities to reach new customers and expand their market presence. Bullfrog Spas’ Costco Roadshow Program offers an ideal solution to this problem by providing a place where dealerships can showcase their products to hundreds of potential customers every weekend, at no cost to the dealer.  Costco has close to 700 stores in North America (Visual Capitalist, 2023) and over 100 million members worldwide (Zippia, 2023), and is well known for selling high quality products.  

By participating in the program, dealers can set up several spas within the warehouse and engage directly with a steady stream of interested consumers. This not only boosts immediate sales potential but also enhances market visibility. Even if direct sales are not immediately realized, the exposure gained through these events build brand recognition and trust, encouraging customers to visit the dealer’s showroom in the future when they are ready to make a purchase. Bullfrog Spas Dealer Ole’s Pool & Spa has had great success through the program and their Sales Manager, Tony Spivack, was kind enough to give us some insights into how the dealership leverages the program.  

About Ole’s Pool & Spa  

Ole’s Pool & Spa LLC was founded in 1983. According to the Kitsap Daily News, Ole Schow began the business mostly doing repairs for his father in Tacoma before setting up shop in Port Orchard in 2004. While selling Bullfrog Spas is a large part of their business, it also entails pool and spa service, maintenance, and renovation. Their motto is:  

Give our customers what they expect and you will have a happy customer. Give our customer more than they expect and you will have a happy customer for life. 

Tony joined the company about 6 years ago, although he had been in the spa industry for many years previously. He had a soft spot for Bullfrog Spas as he had bought one just 2 years prior to starting at Ole’s after doing much research on various spa companies. While Ole’s had been participating in the Costco Roadshow for years prior to Tony joining them, Tony is highly involved in overseeing the dealership’s involvement and strategy regarding the program.  

Prep Strategy  

Ole’s takes meticulous steps to ensure a successful Costco Roadshow store visit. Their preparation begins by sending out fliers via email to their open leads in the area. These fliers include a photo of the front of the Costco or a nearby landmark to help customers easily recognize the location. This proactive outreach not only informs potential customers about the event but also creates anticipation and familiarity, encouraging a strong turnout. Following this, Ole’s team meets with Costco management to discuss the logistics of the event. They finalize the placement of their spas and identify the key contacts for setting up their display the night before the warehouse opens to the public. According to Tony,  

“Maybe a week before I’ll make an appointment with the GM of that Costco and make it a point to go see him. I hand him a couple of our fliers and show them what I’m using to bring people to his store. I then ask them where can I put these four spas for the event. Usually, they put us right in front by the door or sometimes right by the meat and cheese department so as they come in, bang Bullfrog Spas is right there.” 

As Tony stated, to create an engaging and informative display, Ole’s typically brings around three or four spas of different sizes and series. This variety allows customers to see multiple options and experience sitting in different sized spas, enhancing their buying experience. Alongside the spas, they display various POP describing the features and options Bullfrog Spas provides.  

Ole’s also prepares a detailed prep book, which includes a checklist of essential tasks to complete before the show. This checklist covers everything from ensuring the spas are free from dust and debris, organizing business cards or brochures, computers or tablets, and other necessary items for the event. Here is a quick summary of everything Ole’s does to prep for a Costco Roadshow:  

  • Send fliers via email to open leads with a recognizable photo of the Costco or a nearby place.  
  • Meet with Costco management to discuss spa placement and contact points for setup. 
  • Set up three spas of different sizes and series for display. 
  • Display a variety of POP. 
  • Ensure spas are clean and free from dust or debris before the event starts. 
  • Organize and bring business cards, computers, and other necessary items. 
  • Complete all other tasks listed in the prep book checklist. 

Event Strategy  

While Tony used to manage the entire show by himself, he now benefits from the assistance of several sales associates from the dealership. This collaborative effort ensures that there is always a knowledgeable team member available to interact with customers. When shifts change, the team members carefully relay any critical information to the next person taking over, ensuring continuity and smooth operations. Importantly, they adopt a fair system for distributing commissions, splitting them evenly among all who worked at the event. This approach both fosters teamwork and motivates everyone to perform their best.  

A key focus of Ole’s strategy is obtaining customer contact information. Tony and the associates prioritize gathering this information before handing out any fliers or promotional materials. This proactive approach allows them to follow up with potential customers after the event, and provide personalized information or deals, even if it’s just warranty details. By capturing contact information, they create opportunities for continued engagement and potential future sales. 

Tony also mentioned that a common sale hold up happens when customers feel too overwhelmed by which JetPaks to choose for thier new spa. When this happens, Tony highlights their most popular and best-selling JetPaks, and encourages customers to take their time, do further research, and then contact him or visit the showroom later with their final decision. This personalized and informative strategy helps build trust and ensures customers feel supported throughout their decision-making process. 

After Event Strategy  

Ole’s places significant emphasis on their after-event strategy to maximize the benefits of the Costco Roadshow. As soon as a customer leaves the booth, they receive a follow-up email from Ole’s. According to Tony,  

“The key is capture their name, email, phone number, what city they are in, and then in the very corner of the page I’ll put email sent. As soon as they leave the booth, I’ve sent them an email, they get it within 10 minutes of leaving the booth.”  

This immediate contact ensures that the customer remembers their interaction with Ole’s when they check their email, often while still in their car. The email typically includes a thank you note, additional information about the spas, and an invitation to visit the showroom for a more in-depth look at their products.  

Once the show is over, Ole’s continues to nurture these leads by integrating them into their regular communication channels. “At the end of the Costco event I can then call every single one of these people on my list and see when I can follow up next,” Tony said. They also add the contact information of every customer they engaged with during the event to their leads list. This allows Ole’s to maintain ongoing contact with these potential buyers, keeping them informed about new products, special promotions, and other relevant updates.  

The Results  

Ole’s has experienced significant positive results through their participation in the Costco Roadshow Program. Their sales during these events can vary, ranging from 3 to as many as 15 units per day. This impressive performance at the Costco Roadshow is often mirrored by a similar increase in showroom sales, as customers who were introduced to Ole’s products at the event remember their experience and choose to make their purchase later. For example, at a recent Costco event, Ole’s sold four hot tubs on-site, and subsequently, six additional customers visited their showroom and made purchases. 

The long-term benefits of the Costco Roadshow program for Ole’s are also noteworthy. According to Tony, some customers who attend these events contact Ole’s up to six months later, expressing interest in buying. By creating memorable interactions and following up diligently, Ole’s successfully leverages these events to build a robust sales pipeline. The sustained interest and sales stemming from these events highlight the effectiveness of their strategy in not only boosting immediate sales but also fostering long-term customer relationships and continuous business growth. 

Tony’s Tips 

Overall, participating in the Costco Roadshow can be a highly effective way for dealerships to market their products and connect with potential customers. Here are some of Tony’s top tips and advice for dealers looking to get involved with the program:  

  • Understand it as a marketing program: Not every show will yield high sales, but each event increases brand visibility and customer engagement. As Tony’s stated, “Sometimes you do well, sometimes you don’t, that’s the nature of the program, don’t be discouraged, you still get something out of it.” 
  • Build relationships with Costco managers: Becoming friends with or at least getting to know the local Costco managers can facilitate smoother logistics and better support during the event. 
  • Have a knowledgeable team: Ensure that the team member working the event is well-informed about the products and warranty information. Their expertise will build trust and confidence with potential customers.
  • Focus on collecting contact information: Prioritize obtaining customers’ contact details before handing out fliers. This allows for follow-up communication and potential future sales.
  • Maintain a pristine display: Ensure your tubs are spotless. Arrive early before the store opens to clean and prepare your display, making it as attractive as possible to attendees. 

Ultimately, the Costco Roadshow program offers an invaluable opportunity for dealers to boost their sales, enhance their community presence, and increase their market share, all at no cost to them. By participating in this program, dealers can showcase their products to a wide audience, engage directly with potential customers, and create lasting impressions that translate into future sales. Bullfrog Spas’ dealers wanting to capitalize on this incredible opportunity to grow their business should contact their Regional Manager and ask about participating in the Costco Roadshow Program as soon as possible.