Situation:
A small powerboat manufacturer overbuilds and under markets his boats. His plant is operating at about 75% capacity.
Marketing Challenge:
Get the capacity to 100% and capture the value of the boats in the price.
Application of Solutions:
We analyzed the market and his competitor… product, price, distribution and promotion. Using the information gleaned, we developed a strong dealer communication network, a high-impact catalog, point-of-sale dealer merchandising kits, a high-energy boat video for use at boat shows and on the dealer floor, a national publicity campaign focusing on boating and non-boating media and a national advertising campaign focusing on the boating publications.
Results:
First, the dealers jumped on the exciting marketing tools about which they’d been screaming for years. Second, the ad campaign positioned the client as the high-end boat manufacturer he was. Third, the publicity campaign netted a 700% return on investment. Most important, we positioned the client to take advantage of the value of his 36 years of experience in overbuilding his product. Production increased 20% in the first year of the promotional plan.