Luxury Marina Charts Success with Multiple EDDM® Impressions
Sales Manager
Candlewood East Marina
Overview
The Marina offers a Showroom, Service Center, Private Lakefront Marina, Clubhouse, and Pro Shop which is setup to accommodate boating needs for customers looking to take their experience to the next level.
The case study analyzes the impact of Candlewood East Marina’s ongoing, strategic Every Door Direct Mail® campaigns, conducted in partnership with Taradel from 2016 through the present day.
The Challenge
Facing the critical challenge of accurately and effectively reaching their target demographic in a highly competitive market area, Candlewood East Marina needed to connect with potential customers who had a genuine interest in their luxury product. Because of this, the goal was to not just reach individuals in proximity to their location but to specifically engage those with the financial means to invest in high-end maritime leisure.
Acquiring a strong lead was a critical step in Candlewood’s sales funnel, as the sales process in the boat industry often stretched over a length of 6 to 8 months. Thus, a marketing strategy that was both geographically and demographically precise was necessary to ensure that every marketing dollar spent was an investment in reaching the most promising prospects.
Main Marketing Objectives
- Improve audience targeting
- Increase brand awareness
- Increase lead generation
- Recover market share
By introducing their new marketing initiative, Candlewood East Marina sought to transcend mere fleeting interactions with their audience; their ambition was to maintain prolonged engagement, fostering meaningful connections with their clientele through sustained, precise impressions.
The Solution & Campaign
Understanding their unique marketing needs, Taradel worked with Candlewood East Marina to develop a direct mail strategy based on precision geographic and demographic targeting. Every Door Direct Mail was determined as the primary channel based on market coverage capabilities and the inherent trustworthiness of the media type among consumers. Multiple impressions, or repeated postcard deployments, would be used over time to keep the brand and offer top-of-mind among the company’s target audience.
Audience Targeting
- Geographic Focus: Campaigns pinpointed neighborhoods in Connecticut, especially targeting shoreline residents who access the water recreationally with high frequency.
- Income-Based Targeting: To connect with those most interested in luxury boats, the efforts zeroed in on affluent consumers, targeting households with $200K+ income.
- Home Ownership & Age: Additionally, to further align with the brand’s customer profile, the campaigns were aimed at homeowners aged 35-65+.
**Ad Type & Distribution Details:** - Every Door Direct Mail®
Utilizing EDDM®, the campaign has delivered 115,552 (6.25 x 9 Postcards) postcards since 2016.
BRAND AWARENESS
115,552
ENGAGEMENT
12,839
CLICKS
9
CLIENTS
45
The Results
By pinpointing the exact customer profile, Candlewood significantly reduced wasted marketing spend and was able to regain market share in a highly competitive area.
Recaptured Market Share
Boosted brand awareness in the local area where competition was previously “eating away at market share”.Lead Generation
Candlewood reported a significant volume of calls and emails received in response to their EDDM campaigns.Customer Acquisition
Each campaign yielded an impressive average of 5 new customers, a remarkable feat considering the substantial average lifetime value of a Candlewood client — $210,000.
Sales Manager
Candlewood East Marina
Start your campaign
Read more case studies from Taradel
Law Firm
Church
Service Station Retailer
Veterinary Service
Discover how PetIQ achieved groundbreaking results with Taradel's marketing platform, direct mail, and digital ads.
