Manitou Pontoons is a leading pontoon boat manufacturer based in the Midwest. The company was looking to create a web solution that performed the following; 1)
Improve and strengthen its brand identity 2) Grow and manage nationwide dealer network 3)
Value added marketing channel, and 4) Build and maintain relationships with customers.
Employing its SECUR process of Survey, Explore, Construct, Unveil, and Refine, Spartan Internet Consulting worked with Manitou to develop a dynamic Internet strategy that supports their three primary market segments: Dealers, Prospective Customers, and Existing Customers. Each segment has a distinct purpose for utilizing the website, and the business rules integrated into the website enables each segment to intuitively achieve their objective.
One of the core components of the Internet strategy implemented was a dealer extranet. Manitou dealers have access to business development tools to help them manage the entire sales process from sales and marketing, to
inventory management, and warranty claims. The features of the dealer extranet simplify the common processes between the manufacturer and the dealers, and serve as a powerful incentive for attracting new dealers nationwide.
A second core component of the Internet strategy was to enhance the sales process. Spartan Internet worked with Manitou to develop a web experience that pulls prospective customers through the site in an intuitive way, working towards established business goals. The site employs user segmentation by product line with the different functions that the target audience looks to use a pontoon boat. (such as family leisure, fishing and water sport performance) Prospective customers can quickly find the model that is most suitable based their need in the on the multi-faceted product browser. Prospective customers are also able to build their own pontoon boat based on their specific needs with the customized Pontoon Configurator. Utilizing outcome based persuasive architecture, prospective customers receive a personalized approach to purchasing their pontoon, and dealers posses a selling advantage when those prospective customers come to the showroom.
A third core component of the Internet strategy was an effort to develop and build customer loyalty. A secure Owners Group area was established on the site. Entering with their username and password, existing customers receive membership to the exclusive Manitou Owners Group. In the Owners Group section customers have access to interactive forums and events calendars, online owners manuals for their specific models, and other features to enrich their ownership experience. This section employs the web to develop strong customer loyalty to the Manitou brand.
Manitou now has an Internet strategy in place that is a competitive advantage and a business driver. Manitou is able to develop strong customer loyalty within this industry of customers and dealers, and Manitou now has a premium marketable brand identity. Manitou’s marketing message remains consistent as it is propagated across the Internet allowing Manitou more control over how its brand is perceived.
This solution helped Manitou Pontoons raise the bar for customer relationship management by making the interaction between dealer, end-user, and manufacturer |
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They work with clients before and long after their websites go on-line to insure that their use of the Internet meets their strategic business goals. They work constantly evaluating and recommending changes to enhance your performance. |
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