Brand Tone

Value-driven/Economical, Informal and Direct, Service-Oriented (aspirational), Community-focused (local)

Brand Values

• •Affordability: Providing swimming pools and supplies at competitive, discounted prices is a central theme.
• •Wide Selection/Variety: Offering a broad range of pool types (above ground, semi-inground, inground) and accessories.
• •Accessibility: Shipping across the US and offering layaway plans to make purchases more attainable.
• •Experience/Longevity: Highlighting over 20 years in business.

Best Practices

• •Always Emphasize Value: Consistently highlight discounts, affordability, and the 'bang for your buck' aspect in all communications. Use terms like 'save BIG,' 'lowest prices,' 'deals,' and 'affordable.'
• •Keep it Simple and Direct: Use clear, straightforward language. Avoid overly technical jargon where possible, or explain it simply. The tone should be approachable and easy to understand.
• •Be Enthusiastic and Friendly: Convey excitement about pool ownership and summer fun. Use an inviting and helpful tone, as if speaking to a neighbor.
• •Highlight Selection and Solutions: Regularly remind customers of the wide variety of products available, positioning the brand as a one-stop-shop for all pool-related needs.
• •Address Concerns Proactively and Transparently (where appropriate): While the primary tone is positive and value-focused, acknowledging common customer questions or concerns in FAQs or blog posts (e.g., installation tips, maintenance advice) can build trust, especially given the mixed reviews regarding service.

Social Perception

Mixed: Positive perception due to low prices and extensive range of products. Negative perception due to concerns regarding customer service, post-sale support, and issues with third-party installers. Association with 'Pool Nation' and potential confusion with similarly named businesses.

Copy Examples

• •Headline: Dive Into Savings! Your Dream Pool is More Affordable Than You Think. Body: At Swimming Pool Discounters, we believe everyone deserves a backyard oasis. That's why we offer the best prices on a huge selection of above ground, semi-inground, and inground pools. Plus, with our easy layaway plans, your perfect summer is within reach! Shop now and see how low we can go!
• •Headline: Don't Let Another Summer Pass You By! Get Your Pool & All The Gear. Body: From sparkling pools to filters, fun inflatables, and essential chemicals – find everything you need at Swimming Pool Discounters. Over 20 years of bringing summer fun to backyards across the country. Visit our Pittsburgh showroom or shop online 24/7!
• •Headline: Pool Season is Calling! Answer with BIG Discounts. Body: Get ready for sunshine and splashes with our amazing deals on top pool brands like Doughboy and Lomart. Quality pools at prices that won't break the bank. Our team is here to help you find the perfect fit for your family and budget.
• •Headline: Your Backyard Paradise Awaits – For Less! Body: Why pay more? Swimming Pool Discounters delivers top-quality pools and accessories at unbeatable prices. Check out our clearance section for extra-deep discounts and get ready to make a splash this summer!
• •Headline: Got Pool Questions? We've Got Answers (and Great Deals!). Body: Choosing a pool can be tricky, but our friendly team is here to help! With over two decades of experience, we'll guide you to the best pool package for your needs. Call us or visit our website – let's get you swimming!