Bob’s Yachts Case Study
Bob’s Yachts is a family owned, bareboat charter business operating from Gouvia Marina in Corfu, Greece. Their fleet include 6 yachts of varying sizes, allowing customers the opportunity to explore, Corfu, Paxos and the many beautiful islands that make up the Ionian.
Background
We were asked by Bob Sutcliff, owner of Bob’s Yachts in Corfu, Greece, to review and boost their online marketing, as bookings his yacht charter business were slowing and coming in later and later each season.
The business had a loyal band of customers, multiple websites and great reviews but the websites were fragmented and dated and didn’t truly reflect what it meant to charter a boat from the company or portray the right image of their yachts.
After much discussion with Bob and his family team, Results Corporation set out to create a brand-new website for the business to better portray the incredibly high and personal service levels on offer and the quality of the impeccably maintained yachts in the fleet.
It was also decided to combine that with a targeted email communication solution to allow them to effectively keep in touch with their database of clients and contacts.
Planning with Results Corporation
A New Website – the new site works very hard at telling the story of Bob’s Yachts, focusing on the family team and what that means to potential customers looking for a boat charter. We’ve also made sure the imagery was a part of that story telling, showing off each of the beautiful yachts that make up the fleet. Underneath the great looking front-end, is an SEO led structure to ensure Bob’s Yachts can go head-to-head with national and international competitors in search results. Finally, and most importantly, are lead generation systems that make it easy for people to enquire about charters, and for Bob’s team to handle those leads quickly and efficiently.
An Email Broadcast System – we set up a professional, email broadcasting system, along with a custom-designed template that matches the look of the new website, to facilitate email broadcasts and to provide strong KPI reporting. We also cleansed their database of contacts and grouped those within the email system to make it easy to get the right messages to the right people, and to maximise open and click rates.
What Happened Next
Within days of the new website going live, Bob had been in touch to tell us about the instant increase in booking enquiries, and about the amazing feedback he’d received from customers, both new and old, about the look and feel of the new website.
That initial surge of bookings continues, with more repeat bookings from existing contacts and clients (as a result of the email broadcasts) and an excellent stream of booking from new customers across Europe as a result of improving search engine marketing and the impressive new website.
Bob’s Yachts already had a very impressive story to tell, a beautiful fleet of yachts, great reviews AND a loyal customer base. The new website took those building blocks and used them to create a stream of new charter bookings, both from existing and new clients, giving Bob’s Yachts more of the success that they truly deserve for offering such a consistently excellent service, holiday and experience to all their clients.
Since then, that trend of enquiries has continued with Bob experiencing a higher level of bookings than he has seen for several years.
With that in mind, we then set about stage two of this strategy, which was starting to send out regular email broadcasts to educate, inspire, and generate even more leads and bookings.
This is now well underway, and working in conjunction with the new website, is fast becoming a second lead generation system, with emails directly leading to enquiries, that then go on to become bookings.
The plan into the future is to keep adding more content to the website, and to continue with the regular email broadcasts in order to maximise bookings, not just in the key Summer months, but also throughout the year, and also to generate those bookings further in advance of the departure date, providing stability and security for the business.
Instant Increase in Enquiries and Bookings
“Since choosing Results Corporation to create a new website for us, we’ve seen a massive increase in enquiries from a wide range of countries. Only yesterday we had a booking for Joy from a customer in Sweden, which is a great new country for us to get into. The site not only performs much better but looks fantastic. It’s now a website we can truly be proud of.”
Bob Sutcliff
Owner, Bob’s Yachts
To find out more about creating a Marketing Machine for your business contact us or call on 01536 747310.
