Axopar International Growth
We Built International Growth with Axopar Boats: Active Brand Demand +68% YoY in Key Markets
+68%
ABD Growth
5
Key Markets
City
Tracking Level
Client
Objective
The boating industry is heavily seasonal and the purchase process is long: a purchase is often preceded by months, even years of consideration, comparison, and familiarization with the brand. For this reason, the role of marketing is not limited to direct lead generation, but above all to building demand and active interest in the brand. Axopar's goal was to accelerate international growth in selected strategically important markets and maximize the business value of key boating industry events. The main objectives were: • Increase Active Brand Demand (ABD) in the most important countries (USA, Germany, France, Italy, UK) • Support the long purchase process by combining brand building and performance marketing • Enhance digital marketing built around boating industry events (e.g., FLIBS, Boot Düsseldorf, Cannes Yachting Festival) • Increase event-specific registrations and inquiries from the right, commercially relevant audience The boating industry differs from many other categories: the purchase path is long and multi-channel, much of the demand is generated before actual purchase intent is activated, and events are critical touchpoints whose impact on overall demand has traditionally been difficult to measure. Axopar needed a model that would allow marketing to be guided based on both short-term results and long-term demand growth.
Solution
Intentio built an international digital marketing model for Axopar, at the core of which is Active Brand Demand (ABD) – a new way to guide and measure the effectiveness of brand marketing in long and event-driven purchase paths. ABD was introduced as a key marketing KPI, which enabled Axopar's active brand demand to be tracked at the city level in the most important markets, such as the United States and France. This made it possible to target marketing to those cities and regions where brand awareness and interest created the best conditions for growth. Through the innovative ABD approach: • Areas were identified at the city level where top- and mid-funnel investments would most likely produce demand growth • Campaigns that increased brand and interest were targeted where the impact was greatest • The effectiveness of top- and mid-funnel activities was validated by tracking the development of brand demand before and after activations In the solution, brand marketing and performance worked as a unified whole. Marketing was not optimized based solely on short-term conversions, but its effectiveness was systematically evaluated through the growth of brand demand and event interest.
Results
Axopar's active brand demand grew 68% YoY in key international markets.