Pacific Boating Leads A New Era In Customer-Centric Marketing

Pacific Boating Leads A New Era In Customer-Centric Marketing

Email marketing might sound dull, but we’d all agree that luxury yachts are far from tiresome. Combine the two and you’ve got a ragingly successful business model. Pacific Boating’s managing director, Phillip Pitt and marketing director, Robyn Pitt united with CRM provider ACT! to take a customer centric view of their marketing strategy. We caught up with them and Swiftpage CEO/President, John Oechsle to find out more…

Tell us about Pacific Boating and how you’ve seen the business grow?

Phil: The business is now over 12 years and we were in fact founded just before the GFC however we achieved growth during this time as many people who owned boats sold them but still wanted to experience Sydney’s waterways.

Since then we’ve seen the rise and rise of the sharing economy and we’re very much a part of that. We were just onboard very, very early!

Our concept is different to the more traditional boat share… think more gym or golf club… a flexible concept allowing our members to use our fleet of luxury sports cruisers from 3 great Sydney locations without the cost or hassle associated with ownership.

How does Pacific Boating use Act! and Swiftpage to grow market share?

Robyn: Act! really allows us to look at customer trends and communicate effectively with our client base.

We use the system for email and direct marketing, to look at customer retention and acquisition and inform our marketing practices.

The platform allows us to look at how we are engaging with our customers and where they are in the cycle.

John: Act! is very much a product that is targetted to and used by, small to medium businesses and this is why it’s the perfect fit for a company such as Pacific Boating who have a small, but highly engaged set of customers.

John, tell us more about Act! and how SME marketers and business owners are using it to help drive business development and customer retention?

John: Customer relationship management and marketing should be at the heart of all client communication and Act! helps businesses achieve this by providing data and insights that others simply can’t. The interface is very attractive and easy to use enabling SMB’s to build lasting relationships, manage leads and grow their market-share sustainably.

I believe in the four ‘Cs’ of marketing; Numbers one and two are Currency and Correctness – these two absolutely go hand in hand. Consistency is the third C. Your currency and correctness must be consistent and finally, Completeness. You must capture every interaction and be able to analyse it in a meaningful way. Act! lets you do all these things.

Robyn, tell us more about Pacific Boating’s marketing strategy and how you deploy this?

Robyn: We’ve invested in outdoor advertising in recent years however in 2018 we’re looking at implementing some influencer strategies and social media campaigns in partnership with some of Sydney’s other great brands like Nick’s seafood.

I’ll be launching a blog on our website (Pacificboating.com.au) showcasing some of Sydney’s greatest spots to enjoy by boat and we’ll have some exciting guest bloggers contributing too. We’ll continue with our newsletters however we’ll look to put more rigour around when and who this goes out to using our CRM.

And what does success look like in terms of how Act! and Pacific Boating will work together in five year’s time?

John: The beauty of Act! is that the software can be used by businesses both small and medium in size and its capability simply grows as they do. It is designed to fuel business growth and is likely the single most powerful tool Pacific Boating has to help grow market share. We see Phil, Robyn and their team really concentrating on growing, developing and nurturing these leads in the years to come.

Phil: Success for us will mean possible expansion into new markets, growing our customer base through marketing and referrals, organic growth within the Sydney market, purchasing new boats and generally making sure we’re keeping our customers happy and coming back to Pacific Boating.




Please login with linkedin to comment

Pacific Boating

Latest News

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
  • Technology

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance

Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
  • Marketing

Spikes Asia Announces Its 2024 Jury Line-Up

Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
  • Marketing

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO

Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

Three New Hires At Amplify
  • Marketing

Three New Hires At Amplify

Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]