Norfolk, VA – February 26, 2008
Boat Trader (www.boattrader.com), a division of Dominion Enterprises, announced today that its campaign to promote its partnership with Brunswick’s Dealer Advantage program is underway and creating excitement in the marine industry.
Brunswick’s Dealer Advantage initiative is designed to help Brunswick dealers grow stronger and more profitable. Participating Brunswick dealers gain access to valuable products and services, such as partnering with vendors like Boat Trader.
To promote the partnership, Boat Trader launched this month “Boat Trader: 35,” a campaign that touts the fact that dealerships working with BoatTrader.com have received, on average, 35 additional sales leads per month.
Key to the campaign is a personalized CD delivered directly to nearly 3,000 Brunswick dealers nationwide who are not currently working with Boat Trader. The high-gloss, artfully rendered CD cover instructs dealers to: 1. Pop it in 2. Crank up the volume and 3. See if they’ve won one of many prizes, including a $1,000 Visa gift card. The CD launches a two-minute video about the program, after which the dealer can see if they’ve won.
The video’s message? In a challenging economy, dealers must leverage every opportunity to generate more leads. Boat Trader has those leads.
To produce the video, Boat Trader worked with Nyberg, Fletcher and White, in Glen Burnie, Md., who recommended 1-2-1 affinity technology to track when the videos are viewed. Thus far, more than 25% of recipients have viewed the video – 11% have viewed it more than once – and 54 prizes have been awarded. The technology also enables Boat Trader to display a real-time list of winners on the CD’s prize notification screen so dealers can see who has won which prizes. On the same screen, dealers are encouraged to “pick up the phone” when a Boat Trader: 35 representative calls them in the next 48 hours.
The direct mail portion of the campaign is supported by a comprehensive e-mail campaign. Two weeks prior to the mailing, dealers received e-mails counting down the delivery date of the CD. Throughout February and March, dealers not yet participating in the Boat Trader: 35 program will receive e-mails reminding them that they “can’t afford to miss this boat.”
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.
