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The PoolWerx’s franchise cool promotion
Following it’s entry-level win at the FCA’s Franchising Awards, the PoolWerx pool care franchise has elevated emerging advertising icon Dr Pool to the status of Professor. As the ever cool Dr Pool, the eccentric and outspoken authority has been alarming Australian radio listeners with such gems as, “If you’re like most pool owners, you attract scum!” and dire warnings of “veritable storms in the buttocks”.
“This sort of passion can’t go unrewarded,” says PoolWerx CEO John O’Brien. “Not only has Dr Pool performed a valuable public service on radio, he contributes scientific reviews to our mailers – ‘One teaspoon of the stuff has the surface area of a football field whereas you will use much more’ – and generally gets hysterical about the science of healthy pool care in any forum he can find. Addressing this sort of luminary as “Doctor” seemed to me to becoming a borderline insult.”
In a rare interview, “the inevitably cool” Professor Pool refused to comment but did warn: “It was a dark and stormy night. And even now hideous organisms are turning your pool into a green lagoon.”
Professor Pool is interesting stuff and worth a listen for anyone curious to know how a winning pool franchise system projects its identity to consumers.27.11.2006