Mid State Pools

Emerson Fromm first approached M&R for our brand-boosting marketing services to increase name recognition and compete with other local pool companies in the area.

Our services, especially our Google Ads campaign, satisfied Mid State Pools’ needs and even exceeded expectations—so much so, that when Mid State Pools celebrated its 30th year of business a few years later in 2018, it relied on us to capitalize on the milestone year with marketing and sales efforts. Emerson Fromm and his team looked to expand Mid State’s services and concentrate focus on retail sales, meaning that we were tasked with launching a comprehensive digital campaign to attract desired clients. Having helped them grow and maintain a very successful pool business so far, we needed to shift our marketing focus to help increase sales of above ground pools, hot tubs, and retail items.

Since, Mid State Pools has relied on M&R to promote everything that the company offers, from pool design and construction to outdoor living design, pool supplies and accessories, hot tubs, grills, pool deck furniture, and more.

At first, our solutions for Mid State Pools were standard, but effective. We handled their logo design, website design, print advertising, and Google Ads, all of which made a positive impact on Mid State Pools’ brand throughout its service area.

In 2018, through a detailed business growth strategy, we boosted Mid State Pools’ digital ad presence further, developed a fresh social media and SEO strategy, and captured engaging video and photo content to promote the new retail focus.

Over the years, our solutions have included:

All of our marketing solutions have positively impacted Mid State Pools throughout the years.

Logo Design

A logo is a must for any business, but so is an updated logo. The logos we created for Mid State Pools help show how the business has grown and transformed over the years while still staying true to its core identity and purpose.

Website Design

Much like a logo, a website requires design updates after a while to keep things from becoming stagnant or outdated. Mid State Pools is no exception, as we have designed three versions of the website since first partnering with the company.

Google Ads

We have provided Google Ads for Mid State Pools since the early days of our partnership, and it has paid off for the company significantly. Some Google search ad stats from recent years include:

2022

• 3K impressions
• 1K clicks
• 15% clickthrough rate*
• 473 conversions
• 0.89 conversion rate**

2023

• 6K impressions
• 9K clicks
• 03% clickthrough rate*
• 685 conversions
• 3.91% conversion rate**

2024

• 1K impressions
• 4K clicks
• 05% clickthrough rate*
• 3K conversions
• 7.28% conversion rate**

*Industry benchmark for clickthrough rates is 2.44%

**Industry benchmark for conversion rates is 2.70%

Email Marketing

The e-newsletters we design and send out for Mid State Pools have also performed well, providing educational, informative, and promotional information to subscribers month after month.

E-newsletter stats from 2024 include:

Review Improvement Solutions

In 2024, Mid State Pools approached us with concerns about its review score online. The company wanted to raise its score, which was 4.1/5 at the time.

M&R’s solution was to source and design tap tags, or cards made with NFC (near field communication) tap technology. All a customer with a smartphone has to do is tap the card with their phone or scan the QR code displayed on the card, and they will be taken to the Google review page for Mid State Pools. From there, the customer can easily leave a review for Mid State Pools.

Customer-facing employees were each provided a card, which are trackable so that Mid State leadership can see the number of reviews associated with each card. This allows Mid State to incentivize and reward the employees who get their customers to leave reviews.

In just a month, Mid State Pools increased its review score from 4.1/5 to 4.5/5!

M&R Marketing has been our agency since 2011, and we’ve seen strong growth each year. They handle 100% of our marketing – digital, video, web, social, strategy –  you name it. We meet weekly to strategize our promotions and they provide updates on what’s running, how everything’s performing, and we review creative. Their team is incredibly accessible, know our brand as well as we do, are honest, and they are completely unbiased when making recommendations – it’s always about what’s best for Mid State Pools. I have an enormous amount of trust in them – they are as good as they come.

– Emerson Fromm, Co-Owner

I speak with M&R every other week, and they have done a great job with everything. The team always gets back with me and takes care of my requests.

– Barrett Fleming, Co-Owner