Yamaha Mobile Sweepstakes Boost Consumer Sign-Ups 400%

Remember that Yamaha sweepstakes I mentioned a while back, the one that was intended to boost interest in Yamaha's mobile phone services? Evidently it worked. According to an interview with Yamaha National Marketing Manager Bryan Seti in the recent edition of Mobile Marketer, the promotion brought 6,000 people onboard the program over a period of 10 weeks. Looking at the calendar, that's 10 of the slowest weeks you'll find for generating interest in a watersport.

15th February 2010.
By Jeff Hemmel

Remember that Yamaha sweepstakes I mentioned a while back, the one that was intended to boost interest in Yamaha’s mobile phone services? Evidently it worked. According to an interview with Yamaha National Marketing Manager Bryan Seti in the recent edition of Mobile Marketer, the promotion brought 6,000 people onboard the program over a period of 10 weeks. Looking at the calendar, that’s 10 of the slowest weeks you’ll find for generating interest in a watersport.

According to Seti, the mobile field is becoming increasingly important to the brand. He reveals that Yamaha Watercraft eliminated traditional print and TV advertising altogether in 2009, relying only on Internet and mobile marketing to get the brand’s message to consumers. Still, Yamaha had the best-selling model in every one of its product lines — personal watercraft, 21′ boats, and 23′ boats.

Seti goes on to tell Mobile Marketer that the current boat show sweepstakes, which allows attendees to text in for a shot at prizes, has likely played a role in the company’s 2010 boat show sales, which are almost double that of a year ago. Regional SMS campaigns are also driving traffic to individual shows and dealer’s booths.

“Mobile allows you to instantly reach the consumer, targeted by area codes, with rich-media content on a device that is probably in their pocket or purse,” Seti tells Mobile Marketer.  ”There are no other marketing tools that can offer this combination.”


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About the author:

Jeff Hemmel

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Jeff Hemmel writes for boats.com, Boating, PersonalWatercraft.com, and Powersports Business. The former Senior Editor at Watercraft World, Jeff is a multi-time award winner as well as a 2008 inductee into the IJSBA Hall of Fame. His first book, "The Anti-Pirate Potato Cannon...and 101 Other Things For Young Mariners To Try, Do, & Build On the Water," received a bronze medal in the 2010 Moonbeam Children's Book Awards. For more info, visit Jeff Hemmel's website.

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