HORNBLOWER CRUISES & EVENTS

Budding Culture gets revelers to party boats across the nation in record numbers.

 

 CHARTING A NEW COURSE

WITH CONTENT AND LEAD

GENERATION MARKETING

 

 

BUYER PERSONAS

Budding Culture conducted primary and secondary research to uncover key characteristics and triggers for Hornblower’s top corporate event buyers, and used these insights to develop custom Buyer Personas to guide marketing and lead generation efforts.

 

LEAD GEN MARKETING PROGRAMS

Developed strategies for refining, expanding and improving Hornblower’s lead generation marketing efforts. Created new email segmentation programs based on Buyer Personas, geo, buyer stage and other criteria. Developed extensive email workflows and related processes to improve email database performance through better alignment of the buyer profile, content and timing.

 

 

 

CONTENT MARKETING

Developed suites of engaging and purposeful campaign concepts, ebooks, blog/social content, offers and editorial/posting calendars, targeting Hornblower’s various buyer types.

 

 

E-MAIL

Created and managed Email Campaigns targeting various buyer profiles across key geographies. Managed A/B Testing Programs designed to optimize conversions.

 

LANDING PAGES

Concepted and created landing pages based on targeted offers and calls-to-action. Managed A/B Testing Programs designed to optimize outcomes.

 

EBOOKS & PREMIUM CONTENT

Concepted and developed Ebooks and follow up nurturing campaigns designed to capture contact information and engage mid-funnel prospects who are not yet ready to book a cruise event.

Hornblower Cruises and Events is one of the largest and most established dining cruise and charter yacht companies in the United States with over seventy yachts, thousands of employees and millions of happy guests every year. With a growing presence on both coasts, Hornblower was looking to boost lead generation effectiveness for its corporate cruise business and enlisted Budding Culture to get the program on course.
Our engagement entailed a comprehensive demand generation effort, including Buyer Persona Development; Customer and Prospect Database Segmentation; Content Strategy; Blog, Email and Ebook Content Creation; Lead Generation Marketing Plan; and, Marketing Automation Workflows.

 

Our efforts were implemented starting with Hornblower’s Summer 2016 Corporate Event Lead Generation campaign. Results for the campaign far exceeding previous years, with a quadrupling of qualified leads booking summertime corporate charters on Hornblower Yachts.

 

YEAR OVER YEAR OVERALL QUALIFIED LEADS INCREASE

%

INCREASE IN LEADS FROM EXISTING CUSTOMER DATABASE

%

NEW CUSTOMER ACQUISITION ROI