Introduction
In
2023 PegboardCo have over 50 dealers onboard with the Telwater Website Program,
providing them with an up to date integrated state of the art website solution.
Mid 2020, PegboardCo., after discussing with Telwater BRP, began researching
dealer websites and the way they are used, their features and the opportunity
for growth across the digital ecosystem that is unique to Telwater. They found
that the dealership sites needed a way to promote and engage in an online
environment while increasing customers and creating a consistent online
platform.
This
case study serves to outline how Telwater BRP, together with the team at
PegboardCo., were able to effectively solve this issue by developing the
Telwater Website Program.
About Telwater
Telwater
is Australia's leading and largest manufacturer of aluminium boat and trailer
packages in the southern hemisphere. Their innovative designs, advanced
technology and constant research and development program can be seen through
Australia's leading aluminium boat brands, Quintrex and Stacer as well as
Yellowfin Plate Boats. Telwater's beginnings started in 1988, with the
iconic Australian brand Quintrex.
Since
then, Telwater has been acquired by BRP’s Marine Group as an independent
product line, and now boast over 220 dealers nationwide. The company's success
and reputation in Australia has allowed for expansion into the international
market, exporting to over 22 countries covering the South Pacific, Asia and
Europe.
The Need Identified
Previously,
all Telwater Dealerships were sourcing their own website providers, attempting
to meet with Telwaters website guidelines. Lacking in consistency and accuracy,
many dealers were spending extensive amounts of time inputing data and updating
websites. Through this system, many dealerships struggled to keep up with the
campaigns and new products released through both Telwater brands and Non
Telwater Brands such as Quintrex, Stacer, Yamaha and Mercury.
This
lead to issues in a range of areas. When Pegboard initially researched into
dealer websites they found that approximately:
- 60%+ websites did not clearly
cover or display the full range of Telwater ranges.
- 70% has no clear point of
difference as a Telwater dealer over other boating brands.
- 60% dealer websites lacked
consistency in offering, brand distinction and clear effective messaging.
- 40% lacked new content or
listings of boats.
- 30% didn’t communicate
pricing.
- 20% didn’t have any products
available to view.
- 20% of websites were very
slow
The PegboardCo. Solution
PegboardCo.
and Telwater collaboratively have provided the dealer network with a digital
ecosystem that has integrated data and clients and marketing strategically to
deliver growth and market opportunity specific to dealer location and needs.
The program also aimed to produce consistency for customers to peruse and
research dealers boat ranges. In addition it was prioritised to promote multi
channel exposure for Dealers with the introduction of a new boat listing site
exclusive to the network.
The
PegboardCo. Solution to this need was developed through research into what the
dealer network needed. Some key benefits that PegboardCo. Developed for the
dealers are:
✓
Premium Content managed Digital solution
✓
Post engaging customised boat listings instantly
✓
Client Service bookings area and notifications
✓
Communicate with customers via eMarketing
✓
Live data feeds from Telwater across the range
✓
Ability to opt in and adopt promotions and Telwater campaign art instantly to
the website.
✓
Engage clients with self serve portals.
✓
Increase awareness across multiple new channels with the Boat listing website.
✓
Secure and hosted as part of the package
✓
Supported across Australia
✓
Easy to extend if required.
The
Telwater Website Program was developed to be a package deal for the dealerships
to invest into including; the Pegboard7 CMS Website; Cloud Hosting ; SSL
Certificate; Real time Telwater Product updating of Website; Customer facing
Portal; Collateral Portal; eCommerce; Content Management System; Galleries;
News and Article; eMarketing; Social integration; Contact; SEO/SEM services and
Auto loading of boat listings to a new Boat Listing website. (owned by Key
Benefits dealers)
Where it is Now
The
Telwater Website Program currently has over 50 dealers who have signed up and
are now onboard with PegboardCo. now powering their sites which are fully
integrated with the dealers brands allowing for a seamless data flow into their
sites, updating automatically.
PegboardCo.
Have just launched a new CRM system for all Telwater Dealers to use to manage
and track their leads which is already
improving the accountability and management of their leads.
Conclusion
Telwater
and PegboardCo. continue to build strength in the market together within the
digital arena for both Telwater and its dealers. Telwater recognised that there
dealerships needed a website available to them which boosted their online
presents along with increasing their customer reach which is what PegboardCo.
was able to provide.