Galati Yachts

Bringing the website up to speed

Galati Yacht Sales is a highly regarded yacht brokerage firm with 13 locations. They came to James Ross Advertising to throttle their efforts forward even more.

For a yacht brokerage firm, the website is a critical tool. So that’s where we started. Not only was Search Engine Optimization (SEO) a critical component to aid discoverability around the globe, but the site also had to be easy to use and intuitive for customers worldwide.

We started by redesigning and writing all-new content with a much stronger SEO strategy, making it easier and more intuitive for users. The new dynamic website featured custom API integrations for marine-industry listing services, and was built on a scalable platform that is simple to navigate and gave the client full control of content.

To assist global audiences, we developed a robust on-site search functionality that helps match shoppers with the inventory they’re looking for. In addition to appealing to yacht buyers, we ensured the technical interface also performed flawlessly for yacht brokers so they can directly manage listings and continually update pricing, new inventory and more.

Reviving-up the digital marketing engine room

For Galati to meet their goals, however, a stronger digital media footprint would be essential. James Ross developed digital campaigns anchored in paid social media (including Facebook, Instagram and LinkedIn), email marketing, and retargeting banner ads, significantly increasing media weight to amplify awareness and drive sales leads to fill the pipeline. We expertly produced assets for a variety of campaigns, including around popular yacht brands represented on the site, as well as Galati’s 50th Anniversary. These initiatives created a steady source of leads and customer touchpoints for Galati brokers.

Developing a unique custom website app: yacht shopper

In an effort to create the best buyer’s experience possible and cement Galati as the go-to yacht buying platform, James Ross developed a custom website application called Yacht Shopper, a first of its kind in the marine sales industry. Through a simple dashboard, users select criteria for the type of yacht they’re looking for, things like size, brand, price, etc. The app keeps the shopper engaged throughout their purchase journey, sending notifications via email as soon as a yacht meeting that criteria hits the market, or when a ship on their watch list changes in price. The app gives savvy shoppers a significant bidding advantage with nearly immediate notifications.

From boat shows to print ads, traditional media remains on deck

With gorgeous imagery and impactful messaging, the idea house at James Ross offers no shortage of powerful creative executions within traditional advertising methods as well. To help Galati make a splash at marquis Boat Shows, we designed a variety of on-site display assets that stand out and position Galati as the market leader among a highly engaged audience. Additionally, we created compelling print ads in the world’s most popular yacht aficionado magazines.

Manning the crew for ongoing marketing, maintenance and technology efforts

James Ross continues to assist Galati with ongoing creative support, as well as website maintenance and technical assistance to integrate key marketing technology with the site, such as HubSpot and MailChimp. We also manage ongoing optimizations “below deck” with website infrastructure, ensuring high standards in page speed and site performance, critical table stakes for an image-rich website with a demanding audience.