Prepared by Green Dot Advertising — May 19th 2021
Improve the SeaVee customer experience along the entire journey from a prospect’s initial inquiry, placing an order, building a boat, taking delivery and becoming a repeat customer – using digital communications, automation and custom content.
Making digital maturity a priority pays big dividends in the future. Using automation to deliver the right content to each individual cohort is the key to improving the customer experience across all channels. A prospect requires different information than someone who is in the process of building a boat, versus a customer who recently took delivery.
Identifying what information each cohort requires, and when – is the key to success. Here are the primary cohorts we can identify:
Focusing on just new owners who recently took delivery, imagine how much we could improve their experience by sending emails post delivery with information and linking to YouTube videos about engine break in, livewell operation, bilge and thru-hull operation, scheduled maintenance, SeaVee Service capabilities, triple engine / quad engine operation tips, etc.
Each cohort has questions and concerns that can be anticipated and addressed ahead of time to create a unique and empowering ownership experience unmatched in the industry.
We recommend SeaVee consider upgrading the email communications system to SharpSpring, which will allow for both email drip campaigns and dynamic content, as well as to address consumers in a segmented manner.
For example, SharpSpring can trigger a series of pre-written emails when a prospect fills out an inquiry form on the website, or sync with your production system to trigger an email workflow once a customer takes delivery. For example, an automated email is sent 24 hours after the inquiry about popular specs, and then then 2 days later about connecting with a sales rep about pricing their boat build if there’s no action taken. Separately, emails to a customer who recently took delivery inform about maintenance schedules, boat operation, insurance and other info relevant to that cohort.
Emails are great, but emails linking to video content is better! For many messages, an email is sufficient. However, when it comes to showing how to use a feature onboard, or how to maintain a boat, videos are a lot more comprehensive. The same can be said for a prospect exploring and comparing boat models. A walkthrough video complete with boat running shots helps prospects discover which model best fits their needs.
This proposal includes a full day of shooting at the factory, along with video editing and production work to create the first 5 orientation videos for customer who recently took delivery. The library can be built out from there on a project basis.
This project includes shooting various boat orientation and operation videos at the SeaVee Factory, or on the water. The scope includes a full day of shooting along with capturing professional audio of a SeaVee employee explaining the operation of various systems or the maintenance schedule. Production for up to 5 videos, as well as a branded pre-roll and title screen design.
The existing WordPress platform will be utilized to develop a new page to house the content produced to support customers with how to operate and care for their investment. In addition, more powerful marketing automation technology such SharpSpring can be integrated to drive sophisticated email drip campaigns directly to each customer cohort to ensure they are directed to the appropriate content.
Emails can be used to nurture a lead or promote a specific product, service or event. Even in a crowded inbox, an email with a good subject line and relevant content will stand out, drive action and improve the customer experience. Green Dot has experience with a wide array of email marketing platforms and recommends SharpSpring as the email / marketing automation platform for this project.
Post Delivery Workflow
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting dashboards in ActiveDemand and Google Analytics.
Green Dot conducts live monthly calls with clients by phone to review a custom marketing report detailing the results for that period. The report reviews spend, reach, click activity, conversions, cost per conversion by channel and makes recommendations for future optimization and content.
Project includes:
Full day shoot – $1,850
Video Production – $500 each
$4,350 total
Project includes:
$1,500
Project includes:
Initial workflow – $2,850
Future workflows – $350 per email
Project includes:
$1,900
Monthly content generation includes the following:
$1,850 p/m
You set the budget
Retargeting: $250 – $350 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Photo / Video | $4,350 | |||||
| Website | $1,500 | |||||
| Email Drip Creative | $2,850 | |||||
| Retargeting Banner Creative | $1,900 | |||||
| Email Marketing | $1,850 | $1,850 | $1,850 | $1,850 | ||
| SharpSpring - 10K | $550 | $550 | $550 | $550 | $550 | |
| Monthly Totals | $4,350 | $6,800 | $2,400 | $2,400 | $2,400 | $2,400 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.