Yacht Management South Florida, Inc. is a company based in Fort Lauderdale, Florida. They oversee a fleet of luxury yachts and superyachts for private owners. Offering a wide range of services that include dockside care, crew management, logistics, and financial reporting, the company has been in business since 2005.
With 90 full-time team members, they encompass all aspects of boat ownership with one call to one point of contact. Their organization offers multiple service avenues, which can be broken down into the following three divisions – Full-Service Boatyard and Marina, Dockside Care, and Superyacht Management.
THE CHALLENGE: Increasing Revenue YoY
According to Yatco.com, in 2020, there were approximately 11.84 million registered recreational vessels in the United States. About 95% are small towable boats under 26 feet, which means the other 5% consists of about 592,000 yachts. As of December 2021, there was a record number (1,024) of super yachts (78 feet+) under construction. Of these, 158 of them were built in the United States.
Yacht Management became aware of the continuous growth in this sector and wanted to seize the opportunity to increase market share. To accomplish this, they needed to target a growing yet very niche demographic. Luckily, a high concentration of vessels in the US are located in South Florida. Doing a simple Google Trends search on keywords such as “yacht” and “superyacht” shows that Florida has the highest search interest out of all the subregions in the US.
Yacht Management South Florida partnered with Tandem Buzz to take advantage of this growth opportunity and execute new strategies to secure high-value clients.
THE SOLUTION: Hyper-Targeted Paid Search Campaigns
In order to capture new potential clients while also meeting its marketing goals, Tandem Buzz launched a group of new campaigns with a series of landing pages optimized for conversions that directly spoke to the target demographic.
These campaigns had never been executed by Yacht Management before, but they could potentially drive high-quality leads at a lower cost per acquisition (CPA). Tandem also suggested optimizing existing campaigns and pausing those which were underperforming so as to not have any wasted spend.
The following are some of the campaigns that were created and/or optimized:
- A revamped Brand Campaign
- A Video Campaign and Display Campaign
- Dynamic Search Ads Campaign
- Maintenance and Repair
- Yacht Management
The combination of campaigns that drove lead forms and phone calls and campaigns that increased brand awareness helped Yacht Management position itself as a local leader in their segment.
THE RESULTS:
The data we used compared the year-over-year performance of 2021 vs. 2022. The results were imported directly from Google Looker Studio (previously Google Data Studio) to accurately measure key metrics.
Yacht Management South Florida saw the following results
- An 18.5% increase in Conversions
- An 18.8% increase in Clicks
- A 30% increase in Impressions
- A 16.9% decrease in Cost Per Conversion
IN SUMMARY:
Yacht Management South Florida saw major increases in all of its key KPIs, which helped drive brand awareness and overall growth for the company while also continuing to push itself as the premier choice for yacht management services within South Florida. As a result of these efforts, Yacht Management decided to double its budget in the new year.
