Most boat sellers rely on marketing strategies that include appearing at boat shows and utilizing web, email, and print marketing. What Galati sees as one of their key advantages is that they launch their programs from such a strong customer base. They also described other important differences.
For example, as customer support and sales teams work together, relationships with owners are built. Plymale said, “Our customer promotions through tournament fishing and cruising events provide us one-on-one time with our customers. We’re constantly consulting with them on their experience with the yachts, which helps us provide valuable feedback to our team and most of all our builder relationships.”
The combination of relationship building, a deep understanding of how people are using their boats, and support where customers are enjoying yachting becomes a strong marketing channel on its own. Galati has no doubt that these events support their overall sales efforts while allowing customers to spend more time on the water with family and friends.
Another key aspect of the Galati strategy is to sell both trade-ins and brokerage boats through the same channel, welcoming co-brokerage opportunities presented by brokers from other companies. Combining these two resources improves their marketing within the brokerage channel and provides greater reach for both brokerage sellers and trade-in yachts.
Plymale said that the company’s investment in boat-show marketing continues to be a priority. “We’re convinced it is a necessity to be well represented at the shows, it’s a touch-and-feel opportunity. Our new and brokerage sales depend on our show efforts as the customers buying habits have changed—if you are not there at the shows, you’re nowhere.”
Plymale also pointed out that the company has a significant overall marketing budget and is very aggressive with web marketing, email and print marketing. On websites such as YachtWorld, Galati invests extra to put customer listings in the spotlight.