Case Study

Major OEM

Problem:
A major OEM entered 2001 with its dealers holding a large backlog of unsold inventory inhibiting them from stocking 2002 models.

Solution:
The company ran three major promotions - all heavily promoted by Boats.com as well as other media, including newspapers and consumer magazines. These promotions were exceptionally successful, netting more than half a billion dollars in retail sales. Equally impressive were the rates at which responders were converted to buyers - proving that active boat buyers are using the Internet and Boats.com.

Results:
These promotions generated 400,000 consumer visits to the promotional mini-sites and 77,000 leads passed on to the OEM's dealers. The leads ultimately drove over $500 million in retail sales, of which 13% is directly attributable to Boats.com.

Overall

• 400,000 consumer visits to the promotional sites
• 77,000 leads passed on to dealers
• $500 Million in retail sales
• Boats.com drove 13%

Winter / Spring Promotion

• 30% of visitors generated a voucher
• 10% of those purchased a boat!

Spring / Summer Promotion

• 30% of visitors generated a voucher
• 25% of those purchased a boat!

Late Summer

• 7% of visitors generated a voucher*
• 27% of those purchased a boat!

*While a smaller percentage of visitors generated vouchers. The overall number of visitors was dramatically higher for this promotion than the others.