CASE STUDY

CAROLINA SKIFF

Making Waves: The Carolina Skiff Summer Rebate Success Story

Making Waves

The Carolina Skiff Summer Rebate Success Story

About Carolina Skiff

Carolina Skiff is a renowned boat manufacturer celebrated for crafting high-quality, versatile watercraft. Their boats are known for durability and innovation, making them the preferred choice among boating enthusiasts.

Carolina Skiff is home to North America’s top affordable and robust fiberglass and aluminum outboard-powered boat brand. Offering unbeatable prices, their boats, including their Sea Chaser lineup, are the epitome of versatility, ideal for both leisurely rides and fishing adventures.

CHALLENGE

In a challenging marine industry landscape, Carolina Skiff confronted three significant hurdles:

Increasing Interest Rates: Escalating interest rates had made boat purchases less accessible to potential buyers, leading to a decline in sales.
Stagnant Inventory: Boats languished unsold on dealership lots due to the financial strain caused by higher interest rates.
Dealer Education: Dealers were ill-equipped to effectively promote the rebate promotion, lacking knowledge about its benefits and how to communicate it to potential buyers.

Time was of the essence to ensure a timely launch of the marketing initiatives.

To overcome these challenges, Carolina Skiff turned to the expertise of Wild Coffee’s outsourced marketing team to create a summer rebate campaign that would reignite summer sales for both brands Carolina Skiff and Sea Chaser.

SEIZING OPPORTUNITIES

The Summer Rebate campaign presented a myriad of opportunities:

Increase Leads:
Generate more leads from interested buyers incentivized by an incredible $8,000 rebate offer.
Drive Website Traffic:
Direct more visitors to Skiff's dealer page on the website, where they can explore the rebate and browse available boat models.
Sales Data Analysis:
Gauge the campaign's effectiveness and its impact on Skiff's bottom line through sales data analysis.
Influencer Program Expansion:
Magnify the rebate offer's reach and credibility through partnerships with reputable influencers in the boating industry.
Enhancing Dealer Engagement:
Involve dealers more actively by equipping them with tailored marketing content.
Website Enhancements:
Integrate promotional pop-ups and website stickers to improve user experience and drive website engagement.

Solution

To tackle these challenges and seize opportunities, Wild Coffee Marketing executed a comprehensive omnichannel marketing strategy for the summer campaign.

Through the partnership, Wild Coffee Marketing successfully…

Google and Facebook Paid Ads: Targeted paid advertising campaigns highlighted the Summer Rebate offer, capturing the attention of potential buyers interested in boat purchases. Google ads focused on search intent keywords, while Facebook ads utilized custom audience segments of boating enthusiasts.
Influencer Marketing: Wild Coffee orchestrated a partnership with Patricia Clement, a popular influencer in the boating niche, resulting in authentic and persuasive content promoting the Summer Rebate. Patricia shared her personal boating experiences and highlighted the benefits of the rebate offer in her content.

Organic Social Media: Engaging social media content, including captivating Reels and scroll-stopping images, spread awareness about the rebate among Skiff's existing and potential customers.
User-Generated Content: Emphasized user-generated content on social media platforms, allowing customers to showcase their boating experiences. Transforming the company from a conventional boat manufacturer to a holistic lifestyle brand capturing the essence of shared adventures, bonding, and the joy of being out on the water. This shift not only enabled the company to sell boats but also provided a platform for customers to connect over their mutual love for boating, reinforcing the brand's identity as a central part of their lifestyle.

Email Campaign: A strategic email marketing campaign reached out to Skiff's existing customer base, informing them about the Summer Rebate and encouraging them to explore the offer. Personalized email content with compelling visuals and clear calls to action would ensure the emails stand out.
Website Integration: A pop-up banner and sticker on Skiff's website ensured visitors were well-informed about the rebate and encouraged to explore it further. The website was optimized for user experience, with a seamless navigation flow to the dealer page.
Dealer Education: A comprehensive marketing toolkit for dealers to promote the Summer Rebate effectively. This toolkit included email templates, social graphics, and Reels.

Results

The results speak for themselves. Let the numbers below demonstrate the campaign’s success, comparing August 1^st – September 26^the to the same period the previous year:

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AD CTR

Facebook Ads

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IG CTR

Instagram

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Conversions

Google Display Ads

Website Traffic

The strategically placed website pop-up facilitated an impressive surge in website engagement throughout August. It garnered over 8,000 clicks to the "find a dealer" page, indicating heightened interest and interaction among users looking to purchase Carolina Skiff's boats.

Organic Social Media

Instagram: Experienced 8% growth in followers compared to the previous year.
Facebook: A 25% increase in total reach for the duration of the campaign.
YouTube: A solid 17% increase in subscribers, 36% growth in views, and a 5% increase in estimated minutes watched compared to the previous year.

Email Campaign Engagement

The email campaign achieved a 42.3% open rate and a 8.7% click-through rate, significantly surpassing previous campaign results.

Increased Catalog Engagement

The campaign showed increased engagement of the Carolina Skiff and Sea Chaser’s 2024 catalogs, indicating a positive response to the campaign. The catalogs received 1.3k views and 815 unique visitors during the campaign period.

The Summer Rebate campaign played a vital role in reviving Carolina Skiff’s summer sales. The combination of targeted paid ads, engaging social media content, influencer partnerships, and dealer education proved to be a winning formula, resulting in increased brand awareness, website traffic, and lead generation.

Ceterus

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