Objectives & Marketing Strategy

Promote the DYT brand by laser targeting decision makers for yacht transport by segmenting messaging for each target group – yacht charter brokers, yachting and sport fishing – as well as by targeting influencers such as captains and crew. 

Marketing Strategy:

Green Dot advocates using a mix of digital and print media channels. Captains and crew spend a significant amount of time traveling and have come to rely on social media to stay connected with family and friends. Many boat owners read popular yachting publications relevant to their style of boating, allowing ad creative to be tailored for added relevancy.

Combined with effective search engine marketing, we suggest it is possible to reach 95% of the target audience regularly using these three channels.

However, we also believe new market demand for yacht transport can be created. Consider targeting owners of mid-size vessels (sailboats and motor yachts), who have not previously considered yacht transport due to a perception that it is priced out of their reach, or simply due to lack of imagination, as well as superyacht owners that have simply never considered yacht transport previously.

Green Dot suggests developing ad creative and messaging for key brand touch points focused on the benefits and opportunities yacht transport provides instead of featuring the yacht transport vessels or transport process. We agree that explaining how the process works, and why DYT’s semi-submersible vessels are a superior solution is a key element of the pitch, however we suggest leading with the reason people book the service in the first place – to accommodate charter demand in the Med during summer, to fish Down Under on their own boat and then three months later in Central America.

This is why the approach of featuring destinations and aspirational activities in the ad creative and to some degree on the DYT website, will not only resonate with targets but also has a high likelihood to be shared digitally by influencers and decision makers alike, adding a viral component to the campaign.

Finally, we suggest segmenting the messaging to specifically target the four distinct target groups consisting of:

Fishing Boats
Super Yachts
Yacht Charter

Targeting these audiences with a consistent ad formant and DYT branding, yet using specific lifestyle scenarios they identify with personally in the ad creative will ensure the messaging connects and is easily recalled.

Once the ad creative, social media graphics and email creative exists, it is possible to automate the marketing campaigns to ensure prospects receive the messaging most relevant to them. A variety of affordable software solutions are available that can manage email workflow, as well as insert dynamic content into the landing pages for users that engage with the ads.