Objectives
- Reach B2B customers and prospects in golf (golf resorts and courses)
- Engage target audience with relevant, creative content
- Communicate product technology, reliability and bottom line business benefits of a Club Car fleet
Strategy
- Created digital microsite capable of hosting variety of content, including videos, news and features
- Created bespoke B2B e-newsletter sent to customers, linking to Club Car TV
- Encouraged all personnel and channel sales partners to link to platform as part of ongoing sales dialogue
Outcomes
- Platform quickly became a valuable resource and reference for sales team
- Practical content engaged customers, proactively complementing brochure-style corporate site
- Effective connection with e-newsletter has led to a constant and consistent sales dialogue
