I wanted to share something I’ve been working on and get your thoughts.
Like most businesses, we’ve spent years focusing on generating enquiries. The more I’ve looked at our business, however, the more I’ve become convinced that there may be significant untapped value sitting inside our existing database.
Over the years we’ve accumulated a large number of genuine pool slide enquiries. Many never proceeded, not because they weren’t interested, but because the timing wasn’t right.
That got me thinking.
Rather than constantly chasing new leads, could we build a better system for nurturing, educating and re-engaging people who have already expressed interest?
The more I explored that question, the more I found myself building resources designed to help pool owners think differently about their pools and the value they can get from them.
I thought I’d show you what we’ve been building and explain why I think Podium could potentially play a significant role.
Rather than relying solely on product pages and quotations, I’ve been building a collection of resources designed to educate, inspire and nurture pool owners over time.
The goal is to create valuable content that can be used throughout the customer journey, whether someone enquires today, next month or next year.
Some examples include:
Helping pool owners understand why many pools gradually become underused and how they can become the centre of family life again.
Helping families understand why reserving a slide and needing a slide are often two very different dates.
Helping pool owners visualise what’s possible by exploring different pool layouts, backyard styles and slide installations.
Exploring how platforms such as Swimply, Airbnb and Stayz are creating new opportunities for some pool owners.
Encouraging referrals and word-of-mouth growth through a structured rewards programme.
Helping schools, sporting clubs and community groups raise funds through referrals and community support.
(Coming Soon)
My feeling is that many businesses focus heavily on generating new leads while overlooking the value already sitting inside their existing database.
What excites me is the possibility of using Podium to build a structured follow-up system that continually educates, nurtures and re-engages prospects over time.
Rather than a one-off follow-up, the objective would be to create a long-term system that continues generating conversations and opportunities from historical enquiries.
Many of these prospects have already shown interest. In many cases the timing simply wasn’t right.
The content and resources we’ve been building could potentially provide Podium with valuable assets that can be delivered automatically over weeks, months or even years.
If successful, it could become a system that produces value for many years while helping us better understand what content and messaging generates the strongest response.
One of the reasons I’m sharing this with you personally is that you’ve been extremely helpful throughout our Podium journey and seem genuinely interested in helping customers get the most from the platform.
I don’t want to overstep the mark in any way, so please feel free to discuss this internally with your managers or anyone else you feel appropriate.
There may be opportunities here that benefit Podium, yourself, Aqua Action, or potentially all three.
I suspect there may even be potential for a future case study if we can demonstrate that a structured long-term follow-up system can successfully convert historical enquiries into customers.
I’m very open-minded as to how something like this might work.
My immediate objective is to generate additional revenue from opportunities that already exist while creating a repeatable system for the future.
What interests me most is the possibility of building something that continues producing results long after the initial work has been completed.
If we can successfully re-engage historical enquiries and convert some of those prospects into customers, there may be benefits for Aqua Action, Podium and potentially others involved in helping create the system.
I don’t know exactly what that looks like yet, but I’m certainly open to discussing ideas and exploring options that make sense for everyone.
My feeling is that if we can build something genuinely valuable, everyone involved should share in the success.
Whether these ideas have merit or not, I’d genuinely value your thoughts.
I’d appreciate the opportunity for a quick chat if you think there may be something worth exploring.
Thanks again for all your help and support.
Regards,
Fred Fliedner
Aqua Action
