Manufacturer website referrals from Discover Boating sites have increased 285 percent this year to 621,033 — a leap the campaign is attributing to search marketing efforts for the Boat Selector Tool and Boat Brands pages.
According to new numbers issued by the campaign, Discover Boating’s 2013 “Welcome to the Water” advertising campaign has delivered 500 million impressions and has sent 621,033 customers to boat manufacturer websites this year.
On Facebook, more than 60 million impressions have been created and fans exceed 642,000, positioning Discover Boating as one of the largest outdoor recreation pages worldwide.
Public relations efforts have netted 95 million media impressions and more than 2,000 news stories, including a recent Fox Business story calling boating “A made-in-America success story.”
The inaugural “Welcome to the Water” coupon book launched with 23 participating manufacturers and more than $1,000 in value for the consumer. More than 100,000 coupon books will be distributed via Welcome to the Water on National Marina Day, in which more than 260 marinas participated, the Beginner’s Guide to Boating, and at yacht clubs and NMMA boat shows.
The homepage redesign gives the boat selector tool more prominence and allows visitors to scroll through specific activities; drop-down lists show the types of boats that are appropriate for each activity. Search marketing efforts increased Web traffic to Discover Boating.com by 18.5 percent to 1.1 million,and page views have risen nearly 23.5 percent to 2.6 million.