Evolving media strategy and driving leads for a marine industry leader
Boston Whaler
Building a paid media approach that grew with Boston Whaler’s needs
When Boston Whaler came to Element Three, they were leveraging a limited set of media channels, such as Google’s Display Network, and were looking for help to level up their media efforts. They believed there was room for more efficient use of advertising dollars that made a larger impact creating leads for dealers.
499%
Increase in Leads in 90 Days
59%
Lower Cost Per Lead
THE SOLUTION
A comprehensive media audit and new platform testing
Element Three worked with Boston Whaler to review their historic media performance and test new media channels to bring more efficient spend.
A platform switch for display advertising
- Migrated Boston Whaler’s display advertising from Google to The Trade Desk for improved targeting, better reporting, and more efficient use of working media dollars
- Conducted a 90-day pilot of the new platform to inform a long-term move to the new media channel
Layering in new media tactics
- Diversified Boston Whaler’s media spend across social, display, connected TV, and more
- Focused media spend on activities that drove leads for the OEM that could be distributed to the dealer network
Monthly creative refreshes
- Monitored the performance of in-market media assets and updated creative monthly
- Created new design assets that better spoke to Boston Whaler’s luxury buyers
As other areas of Boston Whaler’s marketing efforts continued to evolve and grow, this approach ensured their paid media kept pace with the rest of the business. The influx of new, qualified leads also brought opportunity to test their changing marketing tactics at a growing audience to move them towards a sale.
Element Three continues to challenge us in the best ways possible. Switching to The Trade Desk generated tremendous results for our business, which are directly tied to their ability to bring new ideas to the table— time and time again.
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