New digital strategy
Advertising boat rental services on Google has proven to be the most effective digital marketing strategy despite the pandemic conditions.
The ratio of investment to return on investment in pre-pandemic conditions was 1:7
Advertising boat rental services on Google has proven to be the most effective digital marketing strategy despite the pandemic conditions.
The ratio of investment to return on investment in pre-pandemic conditions was 1:7
Long-term continuous investment in advertising on the Google search engine has paid off many times over
Asta Yachting is a Croatian charter company operating for more than 25 years and can rightly be called a pioneer in the nautical charter. It maintains its fleet of over 50 vessels and makes it available to guests from its base in the largest marina in Croatia - Marina Dalmacija in Sukošan.
The company adopted digital marketing trends very early and has been using digital strategies to improve its business for almost 10 years.
With the onset of the pandemic, the stopping of travel, and then the cancellation of reservations, it was a big challenge for this company. The question that arose was whether all marketing activities should be stopped and advertising budgets should be "frozen". The final decision in agreement with marketing experts, who were also uncertain, prevailed in favour of continuing the activity, but in a reduced volume. However, this turned out to be a key advantage for the business.
After researching all available information, which was very little, and we had no relevant indicators of what to expect, we created an entirely new communication and digital strategy.
It was necessary to quickly decide which key messages we wanted our guests to hear, which would encourage them and give them at least some support during such challenging times.
The main communication message was that of "safe services" and later "safe destinations" with the help of the national campaign "Safe Stay in Croatia"
Google advertising served to reach as much as possible to new users who needed specific information about the trip to the destination and the procedures they could expect during the trip and during their stay on our sailboats.
The appearance on social networks was also in the service of spreading and propagating the basic communication message of a safe destination.
With good communication messages and well-chosen digital channels - Google, Facebook, E-mail, and Website - we established trust among potential and existing clients.
