Boat Trader campaign targets Brunswick dealers

NORFOLK, Va. – Boat Trader, a division of Dominion Enterprises, has launched a campaign this month to promote its partnership with Brunswick’s Dealer Advantage program, the company reported in a recent statement.

“Boat Trader: 35,” is a campaign that touts the fact that dealerships working with have received, on average, 35 additional sales leads per month, according to the company.

Key to the campaign is a personalized CD delivered directly to the nearly 3,000 Brunswick dealers nationwide who are not currently working with Boat Trader. The CD cover instructs dealers to: 1. Pop it in 2. Crank up the volume and 3. See if they’ve won one of many prizes, including a $1,000 Visa gift card. The CD launches a two-minute video about the program, after which the dealer can see if they’ve won. The video’s message is that: “In a challenging economy, dealers must leverage every opportunity to generate more leads. Boat Trader has those leads.”

To produce the video, Boat Trader worked with Nyberg, Fletcher and White, in Glen Burnie, Md., which recommended 1-2-1 affinity technology to track when the videos are viewed. Thus far, more than 25 percent of recipients have viewed the video — 11 percent have viewed it more than once — and 54 prizes have been awarded. The technology also enables Boat Trader to display a real-time list of winners on the CD’s prize notification screen so dealers can see who has won which prizes. On the same screen, dealers are encouraged to “pick up the phone” when a Boat Trader: 35 representative calls them in the next 48 hours.

The direct mail portion of the campaign is supported by an e-mail campaign. Two weeks prior to the mailing, dealers received e-mails counting down the delivery date of the CD. Throughout February and March, dealers not yet participating in the Boat Trader: 35 program will receive e-mails reminding them that they “can’t afford to miss this boat.”

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