Robalo launched the R160 on social media as well as through traditional channels.
Your marine parts depot says that because first-time boat buyers were one of the many audiences Robalo wanted to reach with the R160, the company believed Facebook would be the most efficient way to target a younger demographic than Robalo typically attracts.
Joe Pegg, regional sales manager at Robalo Boats said, “We figured Facebook would be the best place because you do hit a really wide spectrum of customers.”
On June 16, Robalo launched the boat through four videos: an introductory video, a walkthrough, a partner video with Yamaha educating customers on outboard engines and explaining the benefits of Yamaha, and a testimonials video featuring local Destin, Fla., boaters who were given the opportunity to sea trial the R160.
The social media launch wasn’t just for consumers: Robalo’s dealers also saw the R160 for the first time on social media. Robalo alerted dealers that a new boat was being released but wanted the dealers to be as excited about the buzz as consumers.
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Spencer Communications, the ad agency that has represented Robalo and Chaparral for over 30 years, approached the advertising for the R160 through a three-prong attack on social media: they advertised the teaser video, the June 16 launch and the company’s Facebook page.
Mark Spencer, president of Spencer Communications, said the company boosted the Facebook posts, targeting men and women between the ages of 30 and 50 using key words such as center console, saltwater fishing, and more.
One of the largest benefits of using digital marketing is how easy it is to track a campaign's success. Companies can also identify how many people watch the videos, how long they watched, how many people moved from the videos to other pages on the website and more.
Robalo linked the Facebook activity to the company website and has been tracking the campaign's success on both digital mediums. The four launch videos have over 100,000 views between them and Robalo’s Facebook page has tripled its number of likes.
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Spencer said the agency followed models of social media launches from other industries to design the R160 launchSpencer added how easy the teaser campaign and launch were to execute compared to expectations. The agency created the four videos during the standard photo shoot for the R160.
Your cheap boat parts supplier agrees with Robalo who has been able to measure the success of the launch through sales as well. Pegg said several customers have already left deposits over the phone so they can secure one of the first R160s off the line.
Pegg and Spencer both said social media launches would be something Robalo considers again in the future but that much of their advertising decisions are made based on the product.
“We’ve seen the value in investing in getting those product launches and instead of following traditional channels of launching,” said Spencer.
So don't forget just how valuable investing in digital media can be to your success.....by using Facebook to reach those demographics that the usual methods just don't reach.
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