The idea of a "buy one, get one free" promotion isn't new, but it's not something seen very often at boat dealerships.
Massachusetts-based Oyster Harbors Marine is offering a free Regulator with the purchase of a Maritimo yacht.
The Regulators retail for $122,000 to $189,000. The Maritimo models retail for $1.5 million to $2.25 million.
To get the word out, Oyster Harbors Marine partnered with Soundings magazine, the sister publication of Soundings Trade Only. In addition to running a traditional advertisement, the dealership did an e-blast, which included a special landing page, to all magazine subscribers.
"We obviously have got a very short seasonal window to work with, so we're really trying to make sure that we've got this in front of enough people to jump-start the activity that we need to try and move these boats," said Steve Wyman, director of sales for Alan Roche Marine, a marketing agency working with Oyster Harbors on the promotion.
Founded in 1987, Oyster Harbors Marine is based in Osterville, Mass., with additional locations in Hyannis, Mass., Portsmouth, R.I., and South Freeport, Maine. The Osterville location is also a full-service marina.
In addition to Regulator and Maritimo, it offers Cabo, Limestone, Tiara, Blue Star and Viking boats. The Five Star Certified dealer is one of about 10 U.S. dealers for the Australian Maritimo line.
There will be more on the promotion in the June issue of Soundings Trade Only.
- Beth Rosenberg