Boat Dealerships - How to Choose the Right Online Marketing

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Reynard Copeland
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1 THE BUSINESS OF BOATING IN MASSACHUSETTS 2008 Integrating Media to Increase Leads Association 1/29/2008 1

2 34% of consumers say print ads have the greatest impact on them. 31% of consumers use online & print classifieds to research a boat purchase. 75% of consumers expect a dealer to respond within hours of requesting information. 54% of consumers prefer a dealer to follow-up with their interest via . Goal: To drive more buyers to your dealership Agenda Current marketing techniques Website best practices Targeting with multi-media Live website analyses Association 1/29/2008 2

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

3 Another Dealership is Getting Leads that Belong to You No No Signage Signage = No Results No No Promotion Promotion = No Results How Can You Decrease Cost per Lead? Media Online Advertising Print Yellow Pages Direct Mail Newspaper Effective Websites Cost per Lead $7-$10 $15-$20 $60-$80 $50-$200 $3 Association 1/29/2008 3

Lead? Media Online Advertising Print Yellow Pages Direct Mail Newspaper

4 What s In It For You? Reach customers using the Internet to search for boats Gain new customers through expanded reach Modified marketing plan to meet your customers needs Reallocated budget to increase your return on investment More targeted and valuable leads estat: 66% 63% of your boat walk-ins buyers compare have already prices online visited and your visit website seven and sites arrive before knowing reaching exactly their final what destination. they want. Wouldn t You Rather Invest Smarter and Produce More Profitable Sales? Association 1/29/2008 4

customers needs Reallocated budget to increase your return on investment More targeted and valuable leads estat: 66% 63% of your boat

5 Goal: To drive more buyers to your dealership Agenda Current marketing techniques Website best practices Targeting with multi-media Live website analyses Compete With the Best of Them Bait the Hook Earn search rank Buy search rank Online classifieds Reel Em In Start a dialogue Maintain the dialogue Measure, review and improve Cast the Rod Rich content User-friendly navigation Quality photos and descriptions Association 1/29/2008 5

rank Buy search rank Online classifieds Reel Em In Start a dialogue Maintain the dialogue Measure, review

6 Bait the Hook Earn prominent search engine rankings. Search Engine Friendly Relevant Keywords Meta Tags Bait the Hook Pay for prominent search engine rankings. Paid Search Marketing Association 1/29/2008 6

Bait the Hook Pay for prominent search engine

7 Bait the Hook Display your boats where buyers are looking. Targeted Online Classifieds Take a Look at the Fishing Report Norfolk Marine Implements Best Practices: 367% increase in site traffic 107 phone leads 51 leads Marine Web Services Reporting, July 2006 Association 1/29/2008 7

Marine Implements Best Practices: 367% increase in site traffic 107

8 Cast the Rod 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 Association 1/29/2008 8

9 Cast the Rod Start a dialogue with potential customers. Multiple Options of Contact Reel Em In Maintain the dialogue. Lead-Response Time Association 1/29/2008 9

10 Reel Em In Maintain the dialogue. Service Reminders Targeted Campaigns Reel Em In Measure, review, and improve your performance. Effective Reporting Association 1/29/

11 Weigh In Bait the Hook Earn search rank Buy search rank Online classifieds Reel Em In Start a dialogue Maintain the dialogue Measure, review and improve Cast the Rod Rich content User-friendly navigation Quality photos and descriptions Goal: To drive more buyers to your dealership Agenda Current marketing techniques Website best practices Targeting with multi-media Live website analyses Association 1/29/

Quality photos and descriptions Goal: To drive more buyers to your dealership Agenda Current marketing

12 Value of Multi-Media Marketing RADIO PRINT INTERNET TELEVISION Value of Multi-Media Marketing RISK: 46% loss in overall brand awareness by cutting one medium from the advertising plan. Association 1/29/

13 Does Mass Media Have to Mean Mass Investment? Direct Mail - $9.94 Banner Ads - $2.00 Online Yellow Pages - $ $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 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. Association 1/29/

Integrating online exposure with television strengthened message association by another 5%. Dynamic Logic, Jan.

14 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 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. Target online ads by content channel, geography, and through keyword placement. Dynamic Logic, Jan Association 1/29/

2006 Internet Ads: Targeting Your Message Targeted online banners result in 13% lift in purchase intent versus run-of-site

15 Goal: To drive more buyers to your dealership Agenda Current marketing techniques Website best practices Cross media marketing Live website analyses Questions? Association 1/29/

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23 estat: 20% of consumers purchase products from another dealership due to poor response at the first dealership. To: 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, Association 1/29/

24 estat: campaigns retain customers at a rate of 63%. To: johndoe@hotmail.com Subj: Trade In or Sell on Your Own? 20% of consumers are impacted most by communication & advertising. Dear John Doe, enewsletters improve search engine You recently inquired about the 2005 Bayliner 175, and you identified yourself as a current boat optimization owner. Choosing & increase to trade your visitor boat traffic. sell it on your As own a is a difficult decision. result, Below cost are per a few sale tips that decreases. 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. Association 1/29/

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DO YOU YOU HAVE THE. Our experts can get you there REPUTATION MANAGEMENT DO YOU YOU HAVE THE Our experts can get you there SEARCH ENGINE OPTIMIZATION SEARCH ENGINE REPUTATION MANAGEMENT EMAIL SOCIAL MEDIA WEBSITE DESIGN Rise to the top of search engine results! We ll help you