Norfolk, VA – March 31, 2009
Who: Boat Trader and Green Mountain Marina (VT)
What: Boat Trader:45 is a Vegas-themed email and video campaign promoting the Brunswick Dealer Advantage program.
How: The campaign targeted Brunswick dealers not yet advertising with Boat Trader and reinforced the message that BoatTrader.com generates results – in fact, dealers currently advertising on BoatTrader.com are averaging 45 hard leads per month. The campaign consisted of eight emails that included a video and collectable “chips.” Email recipients were asked to collect all five chips to be eligible to play an interactive game of slots and win one of many prizes, ranging from Bass Pro Shops® gift cards to Boat Trader visors and a grand prize of $1,000. The first two emails were designed to create excitement about Boat Trader:45 and give dealers an idea of what to expect. The next five emails included the Boat Trader: 45 video (the Platinum Chip), as well as a Brunswick-specific Boat Trader fact. The last email was only sent to prospects that had collected all five chips and were eligible to play interactive slots.
When: January-March 2009
Results: The Boat Trader:45 campaign yielded an open rate of 37% and a click-through rate of 15%, beating the industry’s averages of 21% and 3%, respectively, for marketing based email campaigns (Source: MailChimp.com, 2008). The Boat Trader: 45 video was viewed nearly 120 times.
Congratulations to the winner of the $1000 Grand Prize, Green Mountain Marina of Rockingham, VT!
About Boat Trader
Boat Trader (www.boattrader.com), a Dominion Enterprises business, is the largest database of boats for sale online. Headquartered in Norfolk, Va., it is part of the TraderMedia family of vehicle classified advertising magazines and websites that includes RV Trader (www.rvtraderonline.com), Cycle Trader (www.cycletrader.com), Aero Trader (www.aerotrader.com), Equipment Trader (www.equipmenttraderonline.com) and Commercial Truck Trader (www.commercialtrucktrader.com). For more information about Boat Trader, call toll-free 1-877-354-4069 or visit http://www.boattrader.com.
About Dominion Enterprises
Dominion Enterprises, Norfolk, VA., is a leading marketing services company serving recreation, employment, automotive, real estate, marine and industrial markets. The company has more than 40 market-leading Web sites, and operates a variety of Web and technology businesses. The company had 2006 annual revenue of more than $850 million and has more than 7,200 employees nationwide. For more information, visithttp://www.DominionEnterprises.com.
