THE CHALLENGE
Passage Nautical is the official Beneteau & Lagoon Catamaran yacht dealer in Northern California. They offer comprehensive services like a boating club, private charter rentals, brokerage services, boating lessons, and a service department. However, their branding and marketing were outdated and didn't do their amazing services any justice. They were not using their marketing to its fullest potential.
THE SOLUTION
Upon researching the competition and design ideas, I helped the company gain clarity on its positioning. They were not just selling yachts but a lifestyle. A way of being, thinking, and living. All old and new design was updated to be in alignment with this idea as well as the logo colors. This supported the company in creating a strong marketing strategy, brand awareness, and recognition in the boating industry.
THE RESULTS
Before working with Passage Nautical most boat sale leads were generated from outside sources. When I started managing and designing their marketing most boat sales leads were generated from internal email campaigns, other internal marketing, and social media content. Some yacht sales generated up to 1 million dollars per yacht thanks to our new marketing strategies/branding/design efforts and highly experienced sales consultants.
The company gained greater recognition with prospects and the boat brands. We had higher open rates and engagement in our mailers. Several email subscribers let us know they looked forward to our weekly mailers and they also enjoyed our updated branding.
Beneteau America (the boat brand), was also inspired by the work I did and reached out to ask permission to use some of our marketing visuals for their own marketing.
Additionally, due to the experience and services I provided the company, they finally had a solid foundation and marketing strategy to continue to expand on other marketing efforts.
Below are some campaigns and marketing strategies/materials I created and designed for them.
5 minutes Of bOATING zeN campaign
During the 2020 pandemic, the boating industry was highly impacted. Clients were no longer able to do in-person yacht tours and factory boat production had to shut down. These two factors highly impacted boat sales. To overcome this challenge we come up with creative ways to inspire our audience to buy our boats.
This is where the idea of 5 Minutes Of Boating Zen was created. Every week we sent out mailers to help our audience escape from the stress of the pandemic by enjoying their passion for boating with us - from the comfort of their homes. These mailers offered fun and informational content, virtual boat tours, and live webinars - which became very popular. Some of our ideas were later also used by Beneteau.
We also created fun and interactive subject lines to engage with our audience and create a stronger sense of community during these difficult times. Because of this, boat sales increased. The challenge then became making sure we had enough boats in stock. Below are some samples of this campaign.
dESIGN your OwN bOAT Program
Due to the high demand for boats and limited ability we created our Design Your Own Boat program. In this program, our email subscribers were provided with the opportunity to plan ahead for the next year. They could pick and choose options for their new Beneteau yacht.
Once the prospect clicked on the landing page they were able to download the yacht design options for that boat. After filling out the form, they would download their customizable price sheet. All they had to do was plug in the options and the price sheet would give them an estimate of their new yacht's cost.
One of our Sales Consultants would also receive a notification after they filled out the form. This was important as the Sales Consultants could then follow through with the prospect. Below is a walkthrough of the program and process.
By Appointment Campaign
Once the pandemic started to ease up we launched a By Appointment campaign. For one month prospects had the opportunity to get in-person tours of our new and used yachts. Since yachts were selling quickly this was an exclusive opportunity. We used movies and songs that were related to boating for our messaging and also created a contest around this idea to create excitement and engagement for this campaign.
Below is an example of this campaign from the mailer to the by-appointment signup process and social media promotion.
Your Yacht As A Business -
Charter Placement Program
Charter Placement Program
Another program that Passage Nautical offers is charter placement in the San Francisco bay for Beneteau and Lagoon yachts. Your Yacht As A Business Program helps prospects who are interested in yacht ownership - understand how they can set up their yacht as a business in order to save up to 50% on ownership costs.
I created mailers to promote this program. These included yachts that were available through Passage Nautical for this exclusive program.
NEW YACHTS FOR SALE
Asides from brokerage yachts, new Beneteau and Lagoon yachts were Passage Nautical's biggest source of revenue. I created informative mailers that promoted new yachts in stock. Each yacht was likened to a landing page I designed through HubSpot. Prospects would fill out a form to request specs and a price sheet on that boat. This would be linked to one of our Sales Consultants who would then follow up with the prospect.
As part of our promotional efforts, I also created blog posts for contests, boat deliveries, events, webinars, and other informational content. Below are examples of each.
As part of our promotional efforts, I also created blog posts for contests, boat deliveries, events, webinars, and other informational content. Below are examples of each.
Nautical Access Sailing Club
After the launch of Passage Nautical's Nautical Access Power Boat Club, we launched a sailing club. This club was for those that wanted to be part of the sailing lifestyle without the costs of owning a boat. The club was different from other competitors because it offered new Beneteau boats and an uncomplicated membership and sign-up process.
Below is a mailer and club presentation ( a website created via Hubspot) that I created for the club.
SOCIAL MEDIA REELS
Below are some samples of reels I created to promote Passage Nautica's yachts and events.
REEL CAPTION
Did you know the NEW Beneteau Oceanis 34.1 is being featured in the Boot Düsseldorf boat show in January 2022? Look how beautiful she is. 😍
We will only have 2 of these beauties available for 2022. So if this is your boat make sure to contact us soon by clicking on our bio link.
We will only have 2 of these beauties available for 2022. So if this is your boat make sure to contact us soon by clicking on our bio link.
REEL CAPTION
Live your life to the fullest. ❤️⛵️
Join our new Nautical Access Sailing Club and come to our open house.
Go to the link in our bio to sign up and for more info.
Join our new Nautical Access Sailing Club and come to our open house.
Go to the link in our bio to sign up and for more info.
REEL CAPTION
Beneteau and Lagoon Catamaran....2 of our favorite yacht brands at the Miami International Boat Show. 😍
REEL CAPTION
Explore a different kind of world...
With the 2022 Beneteau Oceanis 38.1 ⛵️
Now at our docks.
Go to the link in our bio to request more information and book your private VIP tour.
With the 2022 Beneteau Oceanis 38.1 ⛵️
Now at our docks.
Go to the link in our bio to request more information and book your private VIP tour.
