Grady-White is a North Carolina based manufacturer of sport fishing boats, specializing in cabin models, dual and center consoles, and coastal explorers. With a vast portfolio of boats known for exceptional attention to detail, Grady-White set out to redefine the way they attract, nurture and retain customers.
The AVALA Marketing team worked with Grady-White to develop a full customer lifecycle strategy using AVALA’s proprietary marketing automation and advocacy platform, Aimbase®. To attract and nurture prospects, AVALA developed a complete digital marketing strategy, which included:
All new prospects and sales were captured in the Aimbase platform, providing Grady-White and their dealer network with full-scale reporting and lifecycle management tools.
To engage Grady-White boat owners in the final stages of the customer lifecycle, AVALA implemented the Aimbase CSI engine to measure post-sale effectiveness and customer satisfaction. Surveys were developed to measure a new customer’s view of initial quality and their satisfaction with the purchase after 12 months of ownership. This data allowed Grady-White to measure consumer perceptions of the brand, product quality and the dealer experience.