October 16, 2015 Ferguson Advertising

The water’s fine

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The world of digital marketing and paid search advertising can be overwhelming to even the savviest of marketers—full of complex technical jargon, infinite targeting strategies, and generally overrun with snake-oil salesmen. The marketing team at the Smoker Craft Inc. knew they wanted to ramp up their digital marketing efforts. They also knew they couldn’t do it alone.

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With a broad product lineup aimed at a diverse audiences of boating enthusiasts, Smoker Craft was intrigued by the potential ability of digital marketing to be highly targeted and specific in its audience outreach and engagement. Rather than paid rotating banners on standard industry sites, our campaign used a programmatic approach—targeting the prospect versus the publisher, delivering our message to individual not websites. This started with detailed owner analysis prior to the campaign, using demographic, geographic and psychographic characteristics to efficiently target potential boat buyers.

The results? Well, you could say we blew them out of the water. Click-through rates doubled industry averages, and resulting referral traffic to each brand’s site increased by more than 50 percent. Most importantly, Smoker Craft now has the baseline data needed to more effectively and efficiently reach their online audiences, across all brands. When it comes to navigating a new world of complexities, having the right strategic partner can get you off the dock in a hurry.

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