Taking the lead in lead generation
How MDG helped a major yacht broker improve its digital presence, develop a clear visual identity, stand out at shows, reach new markets, and achieve record sales.
When HMY, one of the world’s largest yacht brokers, set sail for a new agency, they were losing digital ground in a highly competitive, niche luxury market. After an extensive competitive analysis and evaluation of the firm’s existing digital offerings, MDG charted a course that proved to be right on target.
As part of the digital revamp, we provided on-site search and content optimization for HMY’s inventory/website platform while simultaneously launching a large-scale link-building initiative. We also implemented a series of conversion rate optimizations based on real-time user engagements and created a multi-channel digital marketing campaign that included paid search (AdWords, display, remarketing, and YouTube), email, online reputation management (ORM), and social media.
This comprehensive digital approach delivered a significant increase in traffic and record sales.
Once HMY’s digital platform was optimized, we clarified its brand voice and created a strong visual identity. This provided consistency and direction for all print, direct mail, digital, and show/event materials.
Making a big splash
Standing out from the crowd in the water is as important as it is online. HMY’s presence at international boat shows is a vital aspect of its business and its brand. MDG develops the complete range of materials needed to engage potential customers before, during, and after boat shows.
Going to greater lengths
After establishing itself as the leading brokerage in the sportfish and motor yacht categories, HMY set its sights on the ultra-affluent, superyacht market segment. MDG developed an approach that built on the firm’s brand reputation and existing platform. Our communication plan and marketing materials made big waves by highlighting HMY’s industry success, while taking a fresh approach to this new audience.
Full speed ahead
MDG’s fully integrated marketing campaign delivered impressive results. HMY saw a 300% increase in organic traffic value and reached sales in excess of $400,000,000. The firm also recorded the most yachts sold in the industry in a single year: 400.
Want to know more?
MDG helped HMY improve its digital presence, develop a clear visual identity, stand out at shows, reach new markets, and achieve record sales. Learn more about the art of partnership and how our collaborative approach can help your business.