Client Case Study: Strike Yachts

Highly targeted mail yields results

Challenge

Roxanne Willmer of Strike Yachts in Pompano Beach, Florida was looking to create a comprehensive national sales campaign for the new Strike 37' Walk Around Sport Fisherman. Strike needed to capture customer interest, gather contact information, acquire new leads, and prioritize sales opportunities.

Strike required a system to build brand awareness, maintain contact with existing leads and discover new prospects. Both time and financial resources were limited. Additionally, several factors had to be addressed to successfully implement the marketing campaign:

The house file consisted of a collection of printed web and phone contact forms, hand written notes, and business cards accumulated over the last two years. Strike knew which prospects they wanted to target, but was unsure of how to proceed. The management team was too busy running day to day operations to create a new marketing strategy and then coordinate a mail list provider, copywriter, graphic designer, printer, mail house, and web developer in order to implement the program.

Solution

Strike chose the turn key VDP Complete lead generation to meet all of their requirements. VDP Complete provided additional value above and beyond traditional marketing campaigns.

Data Compilation & Analysis

First, database experts put Strike’s house file into a useable electronic format. Next, using information learned from a detailed analysis of the house file, new prospects were found that matched the following criteria:

• Owners of competitors' boats from 29-60 feet
• Current boat age greater than 5 years
• Personal demographics (age, income, etc.) similar to current customer profile
• Relevant economic factors such as increasing gas prices made owners looking to downsize a good target as were yacht fishing owners looking for a more economical platform

Strategy, Copywriting & Message

Strike selected a 12 cycle direct mail campaign that would target sport fishermen who were likely to make a new boat purchase.

• The VDP Complete project manager reviewed Strike’s materials and developed copy and messaging consistent with the company’s existing fit and feel.
• Each mail piece prominently featured a unique web address that led to a personalized web page with opt-in marketing.
• The call to action was to download a review of the Strike 37 by Florida Sport Fishing, a leading industry magazine.
• The web landing page featured an opt-in form pre-populated with the visitor’s existing information. The page served two purposes. First, it allowed visitors to request a brochure and to submit additional information such as phone numbers and email. Second, the page recorded interest for Strike’s sales team even if no requests were made.

Print Design & Web Design

VDP Complete staff managed the entire process, including graphic design and web development.