How Grand Prix Yachting achieved a 10.9 x return on their ad spend for Hamilton Island Race Week
10.9X
Return on ad spend
3X
Email subscribers
10
Happy crew members
LINE HONOURS
Day 2 of Race Week
Our strategy for this campaign needed to be fast and effective, as the client had not invested much previously in marketing … and the timeframe from campaign launch to the first day of racing was ten weeks.
We ran videos, images and collection ads to a cold audience; the people who engaged with those ads were then shown another message with a call to sign up.
The message itself needed to overcome a couple of obstacles:
(A) Many people think yacht racing is expensive and
(B) They also think you need to be a highly-skilled sailor to crew on a racing yacht such as this Volvo 60.
However, the skipper is skilled at taking beginners and getting them up to speed within two days.
We took a bold approach with the opening line, literally in all caps: “YOU DON’T HAVE TO BE A ROCKSTAR” …
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Impetus mandamus intellegebat eu sea, vel ad corrumpit rationibus. Eum sumo admodum id. Eirmod referrentur usu te, quo no quidam percipitur. No vim elitr option, usu quaestio temporibus in.Dicta noster vocent ad eam, usu sadipscing disputationi at, id utroque laoreet vivendum sea.
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A big secret is that you can bend the world to your will a surprising percentage of the time—most people don’t even try, and just accept that things are the way that they are.
People have an enormous capacity to make things happen. A combination of self-doubt, giving up too early, and not pushing hard enough prevents most people from ever reaching anywhere near their potential.
Ask for what you want. You usually won’t get it, and often the rejection will be painful. But when this works, it works surprisingly well.
Almost always, the people who say “I am going to keep going until this works, and no matter what the challenges are I’m going to figure them out”, and mean it, go on to succeed. They are persistent long enough to give themselves a chance for luck to go their way.
Airbnb is my benchmark for this. There are so many stories they tell that I wouldn’t recommend trying to reproduce (keeping maxed-out credit cards in those nine-slot three-ring binder pages kids use for baseball cards, eating dollar store cereal for every meal, battle after battle with powerful entrenched interest, and on and on) but they managed to survive long enough for luck to go their way.
To be willful, you have to be optimistic—hopefully this is a personality trait that can be improved with practice. I have never met a very successful pessimistic person.
Most people understand that companies are more valuable if they are difficult to compete with. This is important, and obviously true.
But this holds true for you as an individual as well. If what you do can be done by someone else, it eventually will be, and for less money.
The best way to become difficult to compete with is to build up leverage. For example, you can do it with personal relationships, by building a strong personal brand, or by getting good at the intersection of multiple different fields. There are many other strategies, but you have to figure out some way to do it.
Most people do whatever most people they hang out with do. This mimetic behavior is usually a mistake—if you’re doing the same thing everyone else is doing, you will not be hard to compete with.
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