Boat Dealerships - How to Choose the Right Online Marketing

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THE BUSINESS OF BOATING IN MASSACHUSETTS

2008

Integrating Media to

Increase Leads

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75% of consumers expect a dealer to respond within 24-48 hours of requesting information.

54% of consumers prefer a dealer to follow-up with their interest via email. 31% of consumers use online & print classifieds to research a boat purchase.

34% of consumers say print ads have the greatest impact on them.

Goal: To drive more buyers to your dealership

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Another Dealership is Getting Leads

that Belong to You

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How Can You

Decrease

Cost per Lead?

$50-$200 Newspaper

Cost per Lead Media $60-$80 Direct Mail $7-$10 $15-$20 Online Advertising

Print Yellow Pages

$3 Effective Websites

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What’s In It For You?

eStat:

63% of boat buyers compare prices online and visit seven sites before reaching their final destination.

eStat:

66% of your walk-ins have already visited your website and arrive knowing exactly what they want.

• Gain newcustomers through expanded reach

• Modified marketing plan to meet your customers’ needs • Reallocated budget to increase your return on investment • More targeted and valuable leads

• Reach customers using the Internet to search for boats

Wouldn’t You Rather Invest Smarter

and…

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Agenda

•Current marketing techniques •Website best practices

•Targeting with multi-media

•Live website analyses

Bait the Hook

Earn search rank Buy search rank Online classifieds

Cast the Rod

Rich content

User-friendly navigation

Quality photos and descriptions

Reel ‘Em In

Start a dialogue Maintain the dialogue

Measure, review and improve

Compete With the Best of Them

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Bait the Hook

Earn

prominent search engine rankings.

Search Engine Friendly Relevant Keywords Meta Tags

Pay

for prominent search engine rankings.

Paid Search Marketing

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Display your boats where buyers are looking.

Targeted Online Classifieds

Bait the Hook

Norfolk Marine

Implements Best Practices:

• 367% increase in site traffic

• 107 phone leads

• 51 email leads

Marine Web Services Reporting, July 2006

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Give them the information they want.

They’re searching for boats, so… Quality Photos & Descriptions

Cast the Rod

Make your site easy to use.

User-Friendly Navigation

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Start a dialogue with potential customers.

Multiple Options of Contact

Cast the Rod

Maintain the dialogue.

Lead-Response Time

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Maintain the dialogue.

Service Reminders

Targeted Email Campaigns

Reel ‘Em In

Measure, review, and improve your

performance.

Effective Reporting

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Weigh In

Bait the Hook

Earn search rank Buy search rank Online classifieds

Cast the Rod

Rich content

User-friendly navigation

Quality photos and descriptions

Reel ‘Em In

Start a dialogue Maintain the dialogue

Measure, review and improve

Agenda

•Current marketing techniques

•Website best practices •Targeting with multi-media

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Value of Multi-Media Marketing

RADIO EMAIL PRINT INTERNET TELEVISION

RISK:

46% loss in overall brand awareness by cutting one medium from the advertising plan.

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Does Mass Media

Have

to Mean

Mass Investment?

Direct Mail - $9.94 Banner Ads - $2.00

Online Yellow Pages - $1.10 Email - $0.55

Search - $0.45

TV/Radio:

Targeting Your Message

TV exposure enhances message association by 12.5%.

Integrating online exposure with television

strengthened message association by another 5%. Dynamic Logic, Jan. 2006

Radio reaches 94% of all consumers weekly.

Intrusive media such as radio allows you to build your brand with audible URL delivery; 24% of consumers prefer radio ads for brand awareness.

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Print: Targeting Your Message

51% of consumers are most impacted by print advertising – print ads/direct mail.

Combining print and online messages can impact ad awareness by 63% on average. Dynamic Logic, Jan. 2006

Internet Ads: Targeting Your

Message

Targeted online banners result in 13% lift in purchase intent versus run-of-site ads, which did not effect intent.

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Agenda

•Current marketing techniques

•Website best practices

•Cross media marketing •Live website analyses

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eStat:

20% of consumers purchase products from another dealership due to poor response at the first dealership.

To: johndoe@hotmail.com

Subj: Thank You For Contacting Norfolk Marine Dear John Doe,

Thank you for your inquiry about the 2005 Bayliner 175. I will be contacting you within 24 hours to discuss this boat in more detail.

If you would like immediate information, please call me at 800.xxx.xxxx and I will be happy to provide you with more details.

I look forward to speaking with you soon. Thanks,

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eStat:

Email campaigns retain customers at a rate of 63%.

To: johndoe@hotmail.com

Subj: Trade In or Sell on Your Own? Dear John Doe,

You recently inquired about the 2005 Bayliner 175, and you identified yourself as a current boat owner. Choosing to trade your boat or sell it on your own is a difficult decision. Below are a few tips that may help you make the right choice for your situation:

[Tips Listed]

I hope the information I provided is helpful. Please let me know if I can answer any additional questions.

20% of consumers are impacted most by email communication & advertising.

eNewsletters improve search engine optimization & increase visitor traffic. As a result, cost per sale decreases.