Your Boat Club
Your Boat Club has a growing national footprint in the boat club space. It is headquartered in Minnesota, and you’ll find them on most of the large lakes in the northern Midwest. During the winter, they offer snowmobile and ATV rentals. They are great lovers of the outdoors and a great group of people. Recently, they have begun opening locations in Florida and hired us, given our experience with Freedom Boat Club.
THE CHALLENGE
Resurrect Dead Leads
Your Boat Club has a very well-thought-out marketing and sales process. They didn’t need us to redo it; they just needed help to sort through their old leads to see if any of them were still good. They offer both rentals and boat club memberships, so we worked with two different groups of people.
HOW WE HELPED
FISHfinder!
We began by finding some B roll video footage and put together a video that we used throughout our email campaigns with them. Next, we took their list of 40,000 contacts and eliminated bad email addresses and others that would have bounced. Then we built a number of campaigns designed to engage prospects to reconsider joining YBC. Our experience with Freedom indicated we could expect 18-22% of the new members to come from this list of “dead” leads. Every Saturday morning, a new email would arrive in their inboxes highlighting another facet of life with Your Boat Club. We made them short, clickable, and informative. We were able to track prospect behavior through these funnels.
Since the Upper Midwest and Florida weather are so different, we created separate campaigns for each. Situations in our lives change, and it’s good to be “top of mind” when prospects come around again to think about joining a boat club.
THE OUTCOME
22%
Periodically, YBC would send us a list of their new members. We pulled them from our marketing campaigns once they joined, but it also allowed us to check to see if our campaigns had made a difference. In the end, we discovered that 22% of their new members had been actively engaged in our email, text, and VM campaigns. By engaged, we mean they had opened the email and clicked on various links available. We assigned a lead score based on their activity that automatically was available to their sales team for follow-up.
