The Agency has been collaborating with TWW for about a year and a half at the moment this story is being written. After a few months of management of Instagram, while the company had barely 3k followers, we received a message asking for more information on Quantum of Solace, a 72m superyacht listed for sale with TWW. After a background check of the user, we discovered he was capable of purchasing such a vessel. While discussing with the client the lead broker discovered that the client’s son saw the boat on YouTube in one of The Yacht Guy videos, that The Agency contributed to organising on Quantum of Solace.
When Covid hit in early 2020, showing Quantum of Solace became a certain challenge and the project was pushed back. However, after publishing a story of M/Y JOY in the Caribbean in January 2021 with the basketball court that same client enquired about chartering a yacht that would potentially have a basketball court or at least that “wow” factor. While the Covid regulations relaxed with the summer, TWW was capable of securing a charter on a 55m superyacht delivered in 2020 featuring a massive helipad on the bow that can be used as a mini basketball court. Merely 2 weeks after disembarking from his first-ever charter, the client did bring an offer for an additional 2 weeks aboard the same yacht for the following year.
The conversion of this Instagram lead in almost a year and a half shows that while digital marketing can bring results rapidly in terms of leads, actual conversions take time, yet happen. Digital leads aren’t always straightforward as these are often first-time customers, yet once a client is acquired he is more than likely to remain loyal to the brand in the long run.
