WALTHAM, Mass. – Coming off its success in the auto industry, application service provider iMakeNews, Inc. (IMN) is planning to enter the boating industry this spring, helping boat builders and dealers improve boat owner loyalty through use of its online communications tools.
In the auto industry, IMN served more than 300 dealers, reaching out to over 1.5 million of their customers through tools like e-newsletters, HTML email, micro-sites, and blogs. But in the boating industry, IMN would target manufacturers with its lifestyle content as dealers tend to carry multiple lines, each with their own target market.
The content, written by enthusiasts, is intended to “retain and engage the attention of the customer base for the long haul” and “drive web traffic to the manufacturer in accordance with their promotions,” explained David Fish, IMN CEO, in a recent interview.
Use of imbedded contextual links create high direct response rates – up to 32 times greater than comparable mechanisms, like banner ads, according to the company.
Among the content the company creates are event calendars, which can be localized to an individual dealer’s geography. Dealer events, from seasonal sales to how-to clinics, also can be added to the calendar to boost its value, IMN stated.
As an active boater for most of his life, Fish is excited about the company’s entrance into the boating industry. “I’m pretty convinced this is going to be a good market for us,” he said.
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