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Bonnier teams with wakeboard tour on lead generation

Bonnier Corp.'s Custom Insights team is providing lead generation using such events as the Supra Boats Pro Wakeboard Tour.

Bonnier Corp.'s Custom Insights team is providing lead generation using such events as the Supra Boats Pro Wakeboard Tour.

The insights team curates information beforehand and consumer groups are provided with an “event experience” that is designed to accelerate their passion and intent to purchase.

“We are able to strategically identify and activate customers because of the knowledge we have about our high-value audiences,” Bonnier Corp. vice president of brand strategies Matt Hickman said in a statement.

“With the Supra Boats Pro Wakeboard Tour, Bonnier customized on-site and interactive audience experiences, along with a variety of demonstrations that have been added to the four stops, including in-boat, during-competition VIP rides; on-the-water boat demonstrations; wakesurfing demonstrations; on-water and dry-land clinics/lessons from pro athletes; and an elite hospitality pavilion,” Hickman said.

During the Dallas stop of the Pro Wakeboard Tour, 21 percent of a consumer group converted to the Supra brand, and 89 percent considered purchasing the brand.

"Bonnier's Custom Insights group delivered on audience acceleration through proven results at the first stop of the Supra Boats Pro Wakeboard Tour, in turn delivering direct ROI with boat sales and leads in future buyers," said Rick Tinker, president of Supra builder Skier's Choice. "They created a platform that connects the athletes, sponsors and customers through unique, on-site experiences that ultimately formed relationships with the three core focus groups to accelerate purchase intent and passion for the sport."

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