Point of purchase (POP) items are crucial parts of a showroom display as they significantly influence the buying decision of customers and convey the message of the brand. With Bullfrog Spas, our POP communicates how our spas can provide a peaceful life, foster better connections, and enhance health. These signs, promotional materials, SEGs, and more effectively communicate the quality, features, and benefits of the spas. By providing clear and compelling information, POP items can help convince customers of the value and superiority of the products on offer, making them more likely to invest. Overall, the cost of updating showroom POP items is minimal when compared to the investment customers make when purchasing a spa. When customers see well-designed and informative POP displays, they gain a deeper understanding of how Bullfrog Spas can improve their lifestyle, promoting relaxation, wellness, and family bonding. 

Additionally, well-maintained and visually appealing POP items create a professional and inviting atmosphere, reinforcing the customer’s confidence in the dealership. A showroom that consistently updates its POP to align with current promotions and branding ensures that customers have a cohesive and positive shopping experience, for tips on how to create and build your business’s brand read our article Tips for Building Your Brand which contains advice from Bullfrog Spas’ Creative Director, Bret Ivory, who has been working with top lifestyle brands for over 25 years.

A showroom’s appearance plays a pivotal role in shaping their perception of the dealership. Well-organized and up-to-date showrooms reflects a dealership’s commitment to excellence and attention to detail, making a positive impression on customers as soon as they walk in. Keeping POP materials current and relevant not only showcases the latest offerings and promotions but also demonstrates that the dealership is proactive and dedicated to providing top-notch service, ultimately leading to higher sales and customer satisfaction.  

We had the opportunity to chat with Bullfrog Spas Regional Manager, Rob Shakelford, who brings over 15 years of experience to the table, and discovered his insights on the importance of updating POP materials, including which displays he finds most beneficial and discussing his strategies for keeping them current and effective. 

Strategies for Updating POP  

Having well-defined strategies for updating showroom point-of-purchase (POP) materials is crucial for maintaining a professional and appealing showroom. It is not something that can be left to spur-of-the-moment decisions; rather, it requires careful and regular planning and execution. Consistent updates ensure that the showroom aligns with current marketing efforts and the latest manufacturer materials, which helps build trust and recognition among customers. A thoughtfully planned approach to updating POP materials reflects a dealership’s commitment to staying current and competitive in today’s market, ultimately enhancing customer experience and boosting sales. 

Rob shared with us his valuable strategies for updating point-of-purchase (POP) materials, emphasizing the importance of regular updates to maintain a competitive edge in today’s market. Here are Rob’s key strategies for updating POP materials: 

  • Refresh Every Quarter or Bi-Yearly: Regular updates are essential. In today’s competitive market, updating every other year isn’t sufficient. Aim for quarterly or bi-yearly refreshes. Rob stated, “The best time to do a semi-annual update would be spring and fall, spa sales kick off in the spring and then you need to get ready for fall promotions, get ready for those extra service and sales.” 
  • Ensure Consistency: Make sure SEGs, signage, and images all match what is online and used by the manufacturer. Consistency builds trust and recognition, especially with what customers have seen on your website and social media posts. For example, spending $4,000 on online advertising won’t be as effective if your showroom is out of date; it might confuse and make customers hesitate to invest. 
  • Make the Time to Update: While a dealership has many demands, updating POP materials shows you care about your business and aren’t lagging behind. Prioritize this task to demonstrate commitment and professionalism. 
  • Budget for It: According to Rob, it doesn’t take much to keep your showroom updated—maybe $2,000 to $3,000 per year for one store. Considering the cost of a spa, this investment is minimal but crucial for maintaining a professional and appealing showroom. 

Rob’s Favorite POP  

Rob has firsthand knowledge of the influence that well-chosen point-of-purchase (POP) items can have in a showroom. His favorite POP items, which he has seen significantly impact a dealership’s sales, are Spa Side Signage, the Design Wall, and the JetPak Wall. 

Spa Side Signage, which exhibits all aspects of a spa from dimensions to jet count, provides detailed information that salespeople might not always remember, especially if the business sell multiple brands or products. Bullfrog Spas Spa Side Signs, or Spec Signs, are available for their dealers for free on the Dealer Media Library. These signs act as a guide for both sales associates and customers, ensuring that important details are always conveyed. They are particularly useful when dealers frequently change the showroom layout and help with “silent selling” when customers prefer to explore on their own.  

“When those customers are in the store and you’re giving them a few minutes to look around undisturbed, they have to be able to read the signage on the spas to know what size it is, color options, etc. so they feel they have made an informed decision without feeling pressured,” said Rob. He also recommended dealers invest in sleek metal stands that can be placed next to each spa in the showroom and easily moved when spas are rearranged. These are conveniently available for purchase for Bullfrog Spas Dealers via the Dealer Website.

The Design Wall sets the Bullfrog Spas brand apart by empowering customers to customize their spa, providing a premium experience. This showcases the different color pairings available for each series using actual materials from Bullfrog Spas, enabling customers to envision and customize their spa in person. According to Rob,  

“It’s imperative to have at least a design studio wall, it’s hard to find a place for it, but it’s a must. Simply because the strategy I try to use is that we are more of a boutique spa and with us, dealers can order just one spa while they can’t with other dealers. We don’t have minimum order.” 

This display instills confidence in the dealership’s commitment to innovation and gives customers a tangible way to visualize their purchase, enhancing their decision-making power and satisfaction. 

Lastly, the JetPak Wall, which displays all 17 JetPaks offered by Bullfrog Spas, highlights both the brand and dealership’s dedication to innovation and creates instant brand recognition. Admittedly these displays can take up significant space; however, Rob recommends having one if possible as it is a powerful selling tool. If space is limited, he advises displaying a few JetPaks that are not already featured in the spas on the showroom floor, ensuring customers still experience the full range of options.  

Rob’s extensive sales background underscores the importance of these POP items in enhancing the customer experience and driving sales.  

POP for a Promotion  

Having point-of-purchase (POP) displays exclusive to a promotion on your showroom floor is crucial. These items communicate to the public and passersby that something special is happening, driving traffic to the showroom. They enhance the atmosphere of the dealership, creating an inviting and engaging environment that encourages potential customers to step inside and explore, not to mention it gives your sales team something to discuss with customers that convinces them to buy now. Rob has helped and seen dealerships participate in many promotions throughout the years, here are some of his top tips and must-dos when it some to promotional POP:  

  1. Make the Store Look Like Something is Happening: To create excitement, make the store visually appealing with posters in the windows, balloons, flags, tents outside and more. This not only drives both outside and inside excitement but also signals to customers that it’s a great time to buy. These eye-catching elements can turn a casual passerby into a customer simply by drawing them into the showroom.
  2. Ensure Consistency Between Online and In-Store Marketing: If you’ve posted a banner on your website or social media but lack corresponding POP in the store, customers can become confused and hesitant. It’s vital that your online descriptions and marketing activities match what is done in-store. Images posted on social media should align with the posters and flyers in the showroom, as should any website banners. Bullfrog Spas provides marketing materials for all promotions, including website banners, social media images, and poster templates that dealers can easily print and post. We also offer branded balloons, flags, and tents that can be purchased through the dealer website. According to Rob, this is one of the most essential things a dealer must do to make their sale a success.
  3. Find Time to Print and Display Promotional Materials: Rob has seen first-hand how busy dealers are with the many aspects of running a business. However, taking just half an hour to visit the print shop and another half hour to put up balloons and posters in your store the day before a sale can significantly impact showroom traffic and the overall success of a sale. It’s a small effort that yields substantial results, helping to drive revenue and ensure a successful promotional event. 

In conclusion, maintaining up-to-date POP displays in your hot tub showroom is essential for creating an engaging and inviting environment for customers. Regular updates, as recommended by our highly experienced Bullfrog Spas Regional Manager, Rob Shackelford, ensure that your showroom stays fresh and relevant, showcasing the latest features and promotions effectively. By prioritizing key POP items and implementing strategic updates during promotions, you not only enhance the customer experience but also drive increased traffic and sales. Keeping your POP current demonstrates a commitment to excellence and attention to detail, ultimately fostering customer trust and loyalty. Start investing in your showroom’s POP, and watch your business begin to thrive.