Mid State Pools & Spas (MSP) is a custom design-build pool, spa, and outdoor living company with a large retail store selling Big Green Egg cooker and Breeo fire pit product lines, swimming and pool supplies and accessories, and high-quality outdoor furniture. M&R Marketing has worked with Mid State Pools’ co-owner, Emerson Fromm, since 2011 and with his team at Mid State Pools since 2015.
As Mid State Pools looked to expand services and concentrate its focus on retail sales, they tasked M&R with launching a comprehensive digital campaign to attract clients. Having previously worked with them to grow and maintain a successful custom design-build business centered on inground pools and outdoor living spaces, we would now be working to increase their sales of above-ground pools, hot tubs, and retail items.
For their retail offerings, Mid State’s primary value proposition is quality. Their selections typically sit at a higher price point but offer considerably higher quality than similar products at most big-box retailers. They focus on premium brands, including the aforementioned Big Green Egg grills and Breeo fire pits, high-end outdoor furniture lines, Bullfrog Spas hot tubs, and industry-leading above-ground pools.
Through a focused business growth strategy, we boosted Mid State Pools’ digital ad presence, developed a fresh social media and SEO strategy, and captured engaging video and photo content to promote the new retail focus.
Our solutions included:
Business Growth & Strategy
With our proven process, we established a comprehensive business and marketing plan that coordinated efforts across multiple platforms to increase the visibility of MSP’s retail lines, drive more traffic to their Warner Robins storefront, and cement their status as the region’s premiere supplier of quality outdoor living products.
Search Engine Marketing
Through the Google Ads platform, we placed search and display ads in front of users who searched for pool-related keywords in the Middle Georgia market and users whose browsing history suggested that a pool, spa, outdoor living space, or related accessory purchase might be in their future.
A regularly scheduled eNewsletter has kept MSP’s offerings, promotions, and new product lines in front of their customers, leads, and prospects. Even when a particular newsletter didn’t necessarily lead to a new conversion, the campaign has built customer engagement and continued to grow the MSP brand.
With both updated web content and a targeted, specific article development campaign, our search engine optimization efforts focused on building MSP’s online reputation and authority as a resource for searchers looking for MSP’s retail offerings and product lines.
Social Media, Photography, and Videography
With intentional and data-driven posts on YouTube and the company’s other social media platforms, we sought to grow audience engagement and build the community’s familiarity with and trust of MSP as a reputable, friendly group of people whom customers could trust as a provider of quality products.
Our marketing efforts have been remarkably effective in building MSP’s retail business. Their site is now one of the top-ranked sites in the Middle Georgia market for dozens of searches related to above-ground pools, appearing in several Google SERP features. Their site also ranks well for numerous searches related to their Big Green Egg retail product line.
In several digital advertising metrics, M&R’s work for Mid State Pools has outperformed industry benchmarks:
- Mid State’s click-through rate for Google Ads is an impressive 11.64%, compared to the industry benchmark of 2.44%.
- The company’s eNewsletter is opened by 27.55% of recipients, well above the 21.77% benchmark for their vertical.
- And most notably, their YouTube campaign’s engagement rate is 70% – almost unheard of for a commercial YouTube account.
The digital ads, social media campaigns, video products, and other collateral created for Mid State have helped them improve their engagement with their audience. Their video content has shown visitors that they’re an easy, approachable company that loves the products they sell, invites the community to turn to them as experts in their field, and provides accurate, helpful information for people in the market for pools, spas, and outdoor living accessories.
From the Client
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
Marketing efforts work their best when they’re part of a comprehensive, managed marketing plan. Trust M&R to build a strategy that grows your brand, increases the size of your audience, and targets high-quality leads and drives them toward conversion.
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