Background

An engaging experience for show attendees

HCB Yachts is a luxury brand that creates a flawless experience for engaging customers at its boat shows. The company creates the world's largest center console yachts and produces top-notch dockside activations that bring salespeople from local dealerships to meet directly with potential customers.

Experiential marketing programs are time-intensive and expensive. When they suffer due to technical difficulties, it hurts the customer experience and negatively affects sales.

That’s why HCB was looking for a solution that could work just as well at boat shows as in a dealership.

Challenge

Losing interested leads due to unreliable internet connectivity

Due to unreliable internet connectivity, Amber Kennedy, the Marketing Manager at HCB Yachts, began searching for a platform that could overcome the limitations of traditional lead capture methods. 

That meant solving the following problems: 

• Unreliable internet connectivity: A major issue at boat shows, leading to crashing online forms and unsaved data.
• Inefficient lead capture: Fumbling with pen and paper as a backup and working through typos while inputting info later causes lead leakage. 
• Quality of leads: Successful activations are in high-traffic areas. Without quickly identifying motivated buyers, brands can hit a data wall that means lost sales. 

Amber wanted to grow the brand and drive sales from boat shows. She needed a solution to provide a premium customer experience while having the capability to capture event leads, even with poor internet connectivity.

Solution

Providing a quality customer experience at boat shows

After researching multiple solutions, Amber implemented Limelight Platform.

The platform's offline functionality ensures every lead is captured and quality leads are prioritized, even when the internet fails. Limelight features streamline the brand's customer experience, eliminating long lines and wait times for test rides.

• Offline lead capture: Never worrying about dodgy internet allows marketers and salespeople to concentrate on customers, not troubleshooting tech.
• License scanning and automated text completion: These simplify the registration process so people can get to the good stuff — the yachts.
• Follow-up automation: Sends emails and SMS messages to leads, which saves time and ensures timely communication with potential customers.
• Configurable options: Allows for white-labeled forms that fit specific needs and allow HCB to learn more about customers' preferences while integrating with the company’s existing tech stack.

Results

Focusing on quality over quantity of leads captured

With Limelight Platform, HCB Yachts experienced major improvements in lead quality and capture efficiency.

Amber noted, "One of the struggles we've had in the past has just been receiving hundreds of leads at a show, but out of those hundreds of leads, how many are tangible, quality leads that we can follow up on?"

Limelight Platform helps HCB capture more qualified leads, reduce the time spent following up with irrelevant contacts, and organize and track their data more effectively. 

Next Steps

Building great experiences and growing sales with Limelight

HCB Yachts plans to expand its use of Limelight Platform at future boat shows, leveraging additional features to optimize its lead capture process further. 

"We're excited to be able to use it to the full extent that it's designed for, especially now that some of the features we requested have been implemented," says Amber.