Malibu Boats was built on a foundation of innovation and we continue to build on that foundation, but not just in terms of technology. Every department of the company is challenged and inspired by innovation, and Malibu is proud to be recognized with multiple Marine Industry Awards. Our marketing efforts have been recognized by not only winning a Marine Marketers of America (MMA) Neptune Award, but being the only company to win three awards across the industry. Malibu Boats and Axis Wake Research are also recipients for the 2019 Marine Industry Customer Satisfaction Index Awards for excellence in customer satisfaction.
Malibu launched our 2019 Lead Nurturing Email Journey to kick-off Boat Show season. The campaign provided valuable information for the customer while reinforcing our great partnership with our dealers. Every email was populated with personalized information for customers and important information about their most convenient dealer. This campaign saw over 2x the industry average open rate and over 8x the average click-through rate. This campaign was a way to connect with our potential customers on a more personalized level while also elevating the Malibu and Axis brands, and we are deeply honored to be recognized by the MMA for it.
Many of you have probably seen the Malibu Boats 2020 catalog already, so you know just how spectacular it is; and how challenging it can be to get the photography, design, layout and content just right. From planning scenes and shots in January to photoshoots in May to laying out and developing the catalogs for many months in the summer and fall, we were able to present our customers and dealers with a premium catalog that displayed our boats in a compelling setting. While some just see a catalog as a nice print piece, we see it as a true opportunity to display our brand’s image and innovation. To bring the industry something brand-new, we worked to create 3D renders of every model in intricate detail for a visually driven experience of the product and lifestyle. This visualization is crucial to equip our customers with all the information they need about Malibu’s innovative surf technology, model-specific luxuries, features, boat specs, trailers, Monsoon engines and more.
Living in a digital age, you know just how much content you are consistently being exposed to on a daily basis. In fact, the average American sees upwards of 5,000 ads per day. But only remembers 4. Being one of those 4 is a huge challenge. But we did not back down. With the exciting launch of the all-new M240, we knew that we needed to make a big splash on social channels. Part 1 of the launch saw a week of “teasers” on social to create buzz and excitement for the launch date. Part 2 was the actual launch where our followers met us with great engagement at the release of visually stimulating video content of the construction of the M240. We were able to activate our brand ambassadors, athletes, dealers, and current customers to help repost and share the social content to increase our exposure for the launch.
We congratulate our entire marketing team for the accomplishments that they have achieved in winning the Neptune Awards for the best Email Marketing, Product Literature, and Social Media Campaign categories for 2019. Malibu Boats makes world-class products and innovations and we are very proud to have an equally world-class marketing team.
The Marine Industry Customer Satisfaction Index (CSI) Awards are given to the boat and engine manufacturers who pursue continuous improvements to better serve their customers. According to the National Marine Manufacturers Association (NMMA), “Award recipients achieved an independently measured standard of excellence of 90 percent or higher in customer satisfaction over the past program year, based on information provided by customers purchasing a new boat or engine during the period between January 1, 2019 and December 31, 2019. Participating manufacturers must survey all new boat buyers during this period. For this reporting period, the program surveyed 158,335 customers.”
Malibu Boats and Axis Wake Research have always been centered on our customers and we continuously strive to bring new innovations and luxuries to them. For Malibu and Axis to have received this award is a true honor as it is purely based off of what the customer responds. Thank you to everyone who is a part of the Malibu and Axis family and to the NMMA who recognized our excellence in customer satisfaction. If you would like to read more about the CSI awards, please click here.
