In the competitive marine environment, attracting potential customers to your brand is a constant challenge, with many brands offering similar designs, performance, it is important to stay top of mind among consumers and differentiate your brand.
This case study explores how AC Generates worked with this Greek boat manufacturer to generate hundreds of new leads every month for its US sales team.
The goal of this engagement:
To increase brand awareness across the United States for this Greek boat manufacturer who had recently launched its line of leisure boats in the US market.
To increase the number of leads generated for the US sales team, outside of boat show attendance.
To improve lead qualification through paid advertising strategies, to qualify leads generated on third party platforms such as BoatWizard.
The first step:
Before diving into the digital advertising aspects, the first step always taken is to analyze the current web traffic, conversion rates, number of leads generated each month, where those leads come from, and any gaps that may be in the sales funnel. This step is taken during the onboarding phase with each client and ACG make appropriate suggestions to ensure the digital advertising efforts are maximized.
Targeting Strategies used:
A variety of targeting strategies were used to ensure we tested every option during the initial testing phase including.
Matched audiences - uploading existing leads into the Meta platform to allow the algorithm to find all existing leads on for retargeting purposes.
We broke this out into leads generated from boat shows over the last 12 months, leads generated from other platforms such as BoatWizard, and cold leads generated over 12 months ago.
Lookalike audiences - a custom audience built based on those existing leads lists.
Here we used the meta algorithm to build a series of audiences comprised of those with similar demographics and personas.
A series of interest based audiences.
This is where we analyzed all competitors, and industry knowledge, to target those who may not yet know about the brand for some top of funnel campaigns. This is a series of very broad audiences to create segments of users that we can move down the digital lead generation funnel.
Geo-fencing within a specific distance of demo boats available for sea-trials.
A series of retargeting audiences, segmented out specifically:
Those who have already submitted a lead but not yet requested a sea-trial.
Those who have engaged on social media.
Those who have visited the website.
Those who have watched a brand video over 75%.
Those who submitted a lead at a previous boat show.
& more...
Campaign Strategies & optimizations used:
ACG has been running this account for over 12 months, so significant testing has been done to reach this point.
CRM Integration with Meta pixel - the CRM was integrated with the ad account to ensure each lead is distributed and followed up on in a timely manner.
Traffic campaigns - we use traffic campaigns at the top of funnel for this client with a number of creatives to track certain parameters such as video views, number of engagements, and more.
Leads campaigns - a number of creatives are run with different native forms to qualify leads early in the lead generation stage.
Retargeting campaigns - retargeting existing leads with additional information to ensure the brand stays top of mind, website visitors, those who engaged with the social media accounts, and more, were all retargeted also using a conversion optimized campaigns.
Latest campaign results:
The results speak for themselves when determining the success of a campaign. Some agencies will push you to focus on traffic, or other data points that ultimately do not drive conversions. We focus on conversions.
Below these campaign highlights you will find a screenshot directly from the clients ad account.
7 Day period during the month of October leading up to the Fort Lauderdale International Boat Show.
39,313 individuals reached.
57,812 impressions.
Total spend: $1,162.97
Leads Generated: 172
Cost Per Lead: $6.47
By partnering with Alex, this brand leveraged hyper-targeted ads, a unique conversion optimization, and multiple campaign strategies to reach existing leads and generate new leads.
By harnessing the power of paid advertising, this not only enhanced the brands visibility but also showcased the effectiveness of well-executed paid advertising to drive growth.