Objectives & Marketing Strategy

Develop an initial advertising and marketing campaign focused on generating qualified traffic that can be converted into sales leads for both buyers and sellers of cruising and sport fishing yachts along the east coast.  

Marketing Strategy:

Galati Yachts is a boat broker focused on cruising and sport fishing yachts, primarily under 100 feet in length. Currently, the most pressing need is to generate qualified traffic that can convert into both new listings and potential buyers for existing inventory.

Green Dot recommends primarily digital marketing campaigns to target boat owners, as well as captains and crew as they tend to act as influencers during the buying and selling process. Search and social media channels are good choices to drive traffic and generate the initial inquiry. After a  prospect leaves the Galati website, they can be retargeted with display ads and email communications during the sales cycle.

A key focus is to improve the content prospects are presented with once they land on a Galati Yachts web page in an effort to improve conversion rates, as well as the quality score associated with the traffic source (Google, Facebook, etc.). Green Dot recommends designing and developing custom landing pages, as well as high-end photography and video clips for each boat worth over a million dollars.

Generating sales leads consists of a short term and long term strategy. On one hand, Galati needs leads for buyers and sellers in the market today. However, there is also value to generating a list of softer targets that follow on social media and are subscribed to Galati’s email communications. These targets can be nurtured over time and will be the best source of new business as they re-enter the market as either a buyer or a seller.