The boat lifestyle has always sold itself– it’s as relaxing as it is adventurous. From luxury to family tradition, boats are a part of the cultural zeitgeist. However, it’s important for boat dealers to find strategies that translate this lifestyle into sales. Here are 3 key tips to guide strategy when advertising deals online.
Market With Impact
When marketing to consumers, especially in digital advertising, empathy is crucial. To ensure you get eyes on your deals, really emphasize the full boat lifestyle in your messaging. Share how the unit can fit different travel styles, activities, and community.
Also, time sensitivity by stressing deal deadlines that encourage people to buy, and ensure you highlight exclusivity. This prompts buyers to act fast, benefiting dealers by accelerating their journey through the funnel. Otherwise, consumers may drag their feet as long as possible.
Depending on the type of marketing you use, you may even generate a larger pool of leads. For instance, campaign offerings, like social retargeting, buyers onto Facebook or Instagram after they leave our site without submitting a lead, showcasing your available inventory. This could include units you have set lower prices for.
Address Buyer Pain Points
There’s no need to ignore the past months and years when it comes to your audience’s financial challenges. Showcase empathy and understanding for the economic changes your customers may be experiencing both in marketing materials and through your salespeople. Recognizing those challenges can help your business find the right way to meet customers where they are.
Also remember, some markets and categories are outperforming trends and revealing growth potential, despite a slight industry dip in April. Statistical Survey’s, Boatmart’s sister company, state of the industry report revealed that aluminum fishing boats and PWCs are outperforming industry trends.
There are even more opportunities in specific regions. It’s important for boat dealers to jump on this moment of opportunity.
Consider Current Trends
In addition to changing financial circumstances for many, the boat lifestyle itself is also undergoing change. Boat culture is shifting in today’s experience-driven society. This includes the type of consumers entering the market. So, remember to segment your online marketing across demographics, including messaging around millennial values as they matriculate deeper into the riding community.
Don’t forget seasonal trends! In your marketing materials, encourage them to jump on the deal before their kids go back to school, for example. Putting a deadline on deals encourages buyers to rush in the door as soon as possible.
Make the Most of Your Online Presence
At the end of the day, a great deal only works if buyers actually see it. Using digital tools can help your inventory reach the right shoppers at the right time. Whether you’re leveraging Hot Deals, targeted advertising, or other marketplace solutions, these tools are built to boost visibility, drive urgency, and connect your offers to serious boat buyers.
