Driving qualified sales leads through email automation and digital advertisement

Regal Boats is a premium recreational boat manufacturer sold across the globe. The brand was searching for a more effective and cost efficient way to promote its “Boating Time Sales Event” during the industry’s peak sales season and supply qualified sales leads to its dealers.

The Challenge

Most marine dealerships offer a wide assortment of recreational boat brands in addition to Regal Boats. Dealers are not incentivized to sell one brand over another and offer little transparency to boat manufacturers. Driving loyalty among prospects for the Regal brand was an imperative to sales success.

The Solution

South designed a demand generation campaign promoting the “Boating Time Sales Event” targeting a wider, more affluent audience. The campaign utilized a variety of digital media, including geo-targeted mobile ads and behavioral targeted banner ads, to reach consumers across multiple touch points and convert the audience into Regal Boats sales prospects.

There is anecdotal evidence that younger generations want the same things as the generations that preceded them, but are delaying the decision until they have more disposable income. However, the boating industry needs to make sure this generation eventually makes the conclusion to go boating, and that means getting them on the water now through popular marketing channels."
Boating Industry Magazine

The Results

Increase in sales qualified leads YoY generated from Google Display ads.
  • 41% increase
    in website sessions YoY resulting from paid search ads.

  • 1,000 MQL
    delivered at an open rate 34% higher than the national average.

  • $0.61 cost-per-lead
    achieved through “find a dealer” email campaign.

South Agency

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