Introduce a new brand of upscale pool equipment to industry professionals who are already loyal to the current brands they use. How do we persuade them to switch?
Exclusivity became our carrot. Aquadura was offering equipment with combinations of features pool professionals could not buy elsewhere. Moreover, UAG members would be the only professionals with the ability to install Aquadura branded equipment. We promoted the exclusivity angle to the UAG organization and it worked. After all, most people want what others can’t have.