| Marine
Dealers use Call Tracking to Maximize Smaller Marketing
Budgets
In a time when consumers are cutting back, big expenditures such as boats are a tough sell. One option could be to let your sales team to work the ‘biking and boating over driving’ angle. Or maybe emphasize the benefits of ‘living on a yacht over home ownership’. But a more realistic approach would be to send your well-crafted message over the mediums that sell the most boats.
Boat listing websites remain a key lead generation tool as they provide buyers with a familiar interface on which to peruse a vast inventory across many dealerships, compare prices, and save their search results for later consideration. Boat buyers from these sites inquire online, over the phone, and in the stores. If dealers only track the success of their campaigns via online success metrics (e.g., Web site traffic, click-through rates, online conversions), they are missing out on the true value of their advertising. This is especially important in the marine industry, where phone calls from online researchers can out number web forms three to one. Therefore, it's important to track and measure advertising efforts for both online and offline activity. Fortunately, many listing sites (Boats.com, BoatTraderOnline.com, iboats.com, UsedBoats.com, Yachtworld.com) provide phone call tracking as included in, or as an extension of, the package they provide to boat dealers. Combine with online metrics; dealers can use this information to determine where budgets are best spent according to leads and sales.
Phone call lead data can turn ad impressions and website traffic into known prospects with real names and valid contact information, thereby making it possible to determine which leads are producing sales. Advertising ROI can be determined by utilizing the data capture capabilities of phone lead tracking technology to match prospect’s phone numbers to customer’s phone numbers on sales records effectively determining what their advertising spend should be for that medium. In case studies of dealers who compared call data to advertising results; they discovered that some boat ads were producing calls that resulted in more outboard engine sales. Conversely, some ads that did not produce a large quantity of calls resulted in more boat sales. By analyzing results, they were able to put the right message in the right campaign for maximum revenue. During these tumultuous times, rather thank cut advertising budgets, analyze the data that is available and create a compelling offer to send over the mediums that sells boats.
For more information on how phone call tracking can increase your advertising ROI, ask your marine listing vendor or contact the #1 supplier of call tracking to the marine
industry: www.Callbutton.com
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