Chris-Craft, America’s oldest premium boat builder, has produced elegant and sophisticated sport boats since 1874. With the U.S. market becoming saturated with sport boat manufacturers, Chris-Craft needed a way to re-introduce consumers to the high-end boating lifestyle the brand persona conveyed, while generating new leads to fill the sales pipeline.
AVALA partnered with Chris-Craft’s marketing team to overhaul the brand’s digital marketing approach. First, ChrisCraft.com was redeveloped and optimized for lead generation by improving the number of opportunities to generate more and better-qualified leads. Next, AVALA developed more than 130 CRM-driven nurture email messages and used the Aimbase Marketing Automation platform to manage all lead collection and nurture communications. To drive new leads, AVALA developed a robust digital media plan specifically targeting consumers with the highest likelihood to purchase a new Chris-Craft boat.
Traffic to Chris-Craft.com has increased substantially since AVALA started working with Chris-Craft, and most impressively, leads have jumped more than 2,000%!