Objectives & Marketing Strategy

Define the voice and positioning of the SeaVee brand going forward, then update an array of brand touch points to ensure a consistent roll out using a creative mix of media channels to reach the boating and sport fishing community.

Brand message / positioning:

SeaVee Boats has been using the tagline “Lead the Way” for close to 10 years now. And while it’s been established over the years mostly through print ads, the trade show display, and a single TV spot that runs on a variety of cable TV fishing shows, it seems we can make this unique positioning work harder for the brand.

“Lead the Way” is broad enough to work for any channel, and almost any feature or aspect of the boat or the lifestyle. It’s ideal. Consider that it works for a social media post of a leaning post design change, a new cooler seat design, or stereo integration, as well as for a print ad promoting the offshore lifestyle or a we page introducing a new product.

In short, we recommend using messaging – images, videos, testimonials, tournament results, building process improvements, anything the company does – as an example of how SeaVee Boats “Leads the Way”.

AND we recommend using a creative new mix of media to deliver that message to the target audiences in a relevant, and segmented manner.

Media Strategy:

Today, brand interactions are much broader than seeing magazine ads, or even TV spots. The number of touches consumers have with the brand on social media, banner ads, the website and through email far outnumbers traditional channels. As a result, driving any consistent message has to include social media and email.

More than ever, the value digital channels provide is the ability to communicate with consumers more often, for less money and in a more relevant way by segmenting audiences. Green Dot recommends integrating the messaging for “Lead The Way” into social media posts and content, and expanding the SeaVee Boats media mix to include ad campaigns on Instagram and Facebook, in addition to select print ads, trade show attendance, tournament sponsorships and partnerships with local sports teams where possible.

Email & Automation:

As digital marketing becomes more part of the company culture, additional opportunities for optimization through automation emerge. In addition, communicating with specific stakeholder segments with tailored messaging boosts results, and engagement. We recommend SeaVee consider upgrading the email communications system to ActiveDemand, which will allow for both email drip campaigns and dynamic content, as well as to address consumers in a more segmented manner.

For example, ActiveDemand can trigger a series of pre-written emails when a prospect fills out an inquiry form on the website. An automated email is sent 24 hours after the inquiry about a sea trial, and then then 2 days later about pricing their boat build if there’s no action taken. Separately, emails to existing customers announce new product introductions, upcoming events or

Brand and marketing agenda – 2020:

• Define messaging strategy
• Website ADA Compliance
• Website content update – photos / videos
• Focus website to drive more conversions – CTA, drip campaigns, retargeting
• Prepare for introduction of 450Z
• Integrate social media advertising campaigns
• Retargeting Ads
• New series of print ads – Lead the Way
• Updated trade show graphics
• Updated TV spot
• Upgrade email marketing capabilities – ActiveDemand
• Email drip campaign for prospects