We began by identifying their business cycle: times of the year people were interested in joining a boat club in Tampa. We also studied member demographics - who they were and why they joined. Next, we developed a series of 30-second ads to be played on Connected TV, segmenting the market based on the demographics we discovered. We provided them with a dashboard that measured site traffic and lead conversions and tied them to sales. We met weekly with their marketing team, fishing in various zip codes and trying to learn as much as possible about their market. We changed up the creative often, especially during Covid.

We also utilized other forms of marketing - social media contests, display ads, text blasts for their open houses. All leads that signed up for more information were entered into a marketing funnel. We kept their Sales Team inform of prospect behavior through an app we developed for them. We called the process we created FISHfinder.