Liberty Fleet

ENHANCING VISIBILITY TO INCREASE SALES

Situation

Liberty Fleet of Tall Ships came to Pepper Gang looking for better ways to grow their business by increasing ticket sales and brand awareness. Although Liberty Fleet of Tall Ships had tried to boost the ticket sales by doing digital advertising themselves, their efforts were not able to significantly impact their overall business performance. Their AdWords campaigns did not include any strategic targeting or optimization, which resulted in the company paying for irrelevant clicks.

Solution

Pepper Gang began the process by identifying online behaviors of Liberty Fleet’s local target audiences looking for local Boston harbor cruise audiences as well as nationwide audiences looking for winter sailing vacations in The Bahamas. A plan was constructed to test and identify only relevant clicks and behaviors of the target audience and to identify potential opportunities that hadn’t been seized yet. Below is how Pepper Gang approached the situation:

  • Extensive research to understand the brand persona including brand mission, value, services, features, and point of differences.
  • Market research including interest over time, regional interest, related searches, customer journey, search trends (volume trends, breakdown by location, breakdown by device, benchmark), and available reach.
  • Target audience research to further understand the motivation behind bookings for both audiences. Pepper Gang discovered differences between the audiences and further identified channels to reach each one.
  • Full plan and strategy creation to focus on digital advertising platforms most relevant to the brand’s target audience. Pepper Gang looked for traffic drivers and channels that drove the most cost-effective spend.
  • Custom AdWords campaign creation.
  • Utilization of keyword match type and negative keyword function to better control cost and the quality of the clicks.
  • Appealing ad messaging construction to improve click-through rate.
  • Daily campaign management to maintain better control and identify needed adjustments quickly.
Digital Advertising
Custom AdWords Campaigns
Advertising Click Cost Control
Ad Messaging

Results

Liberty Fleet of Tall Ships saw a significant increase in windjammer cruise sales and had the highest record sales since it was founded. For the first two months, the advertising account captured 53.44% of impression share. The windjammer cruise sales increased 31.72%, and 25.64% in consecutive months. Concurrently, Pepper Gang successfully lowered the spend on digital advertising to half of the previous months spent, increasing ROI.

With the help of Pepper Gang’s detailed-oriented and custom approach, Liberty Fleet of Tall Ships successfully boosted their ticket sales with minimal costs. Liberty Fleet is now excited about the opportunities available to them through their overall boost in business and brand awareness.

Eligibility: The Pepper Gang Free Website Giveaway (or “Giveaway”) is open only to those who submit a video on www.peppergang.com/giveaway and who are at least 18 years of age as of the date of entry. The giveaway is only open to legal residents of the New England region of the United States of America (Maine, Vermont, New Hampshire, Massachusetts, Connecticut and Rhode Island) and is void where prohibited by law. Employees of Pepper Gang, their respective affiliates, subsidiaries, advertising and promotion agencies, suppliers and their immediate family members and/or those living in the same household of each are not eligible to participate in the giveaway. The giveaway is subject to all applicable federal, state and local laws and regulations. 

Agreement to Rules: By participating, you agree to be fully unconditionally bound by these Rules, and you represent and warrant that you meet the eligibility requirements set forth herein. In addition, you agree to accept the decisions of Pepper Gang, as final and binding as it relates to the content. The giveaway is subject to all applicable federal, state and local laws.

Giveaway Period: Entries will be accepted online starting on 09/01/2021 and ending 10/01/2021. All online entries must be received by 10/01/2021 at 11:59PM EST.

How to Enter: The giveaway must be entered by submitting an entry using the online form provided on the peppergang.com website. The entry must fulfill all giveaway requirements, as specified, to be eligible to win the free website. Entries that are not complete or do not adhere to the rules or specifications may be disqualified at the sole discretion of Pepper Gang. You may enter only once and you must fill in the information requested. You may not enter more times than indicated by using multiple email addresses, identities or devices in an attempt to circumvent the rules. If you use fraudulent methods or otherwise attempt to circumvent the rules your submission may be removed from eligibility at the sole discretion of Pepper Gang.

Prize: Winners will receive one free, 5 page website, one year of website hosting for free, free logo creation, free video content or photoshoot, and a free, non-premium domain name valued at over $20,000. No cash or other prize substitution permitted except at Pepper Gang’s discretion. The prize is non-transferable. Any and all prize related expenses, including without limitation any and all federal, state, and/or local taxes shall be the sole responsibility of Pepper Gang. No substitution of prize or transfer/assignment of prize to others or request for the cash equivalent by winners is permitted. Acceptance of prize constitutes permission for Pepper Gang to use the winner’s name, likeness, and entry for purposes of advertising and trade without further compensation, unless prohibited by law.

Winner selection and notification: Pepper Gang will select three top finalists that we feel should be in the running for the winning of the free website. Pepper Gang will have these three finalists available to be voted on by 10/01/2021. The public will have one week to vote on which finalist should win. Whoever amounts to the greatest number of votes will win. Winners will be notified via email to the email address they entered the giveaway within five (5) days following the winner selection. Pepper Gang shall have no liability for a winner’s failure to receive notices due to winners’ spam, junk e-mail or other security settings or for winners’ provision of incorrect or otherwise non-functioning contact information. If the selected winner cannot be contacted, is ineligible, fails to claim the prize within 3 days from the time award notification was sent, or fails to timely return a completed and executed declaration and releases as required, prize may be forfeited and an alternate winner selected. 

The receipt by the winner of the prize offered in this giveaway is conditioned upon compliance with any and all federal and state laws and regulations. ANY VIOLATION OF THESE OFFICIAL RULES BY ANY WINNER (AT PEPPER GANG’S SOLE DISCRETION) WILL RESULT IN SUCH WINNER’S DISQUALIFICATION AS WINNER OF THE GIVEAWAY AND ALL PRIVILEGES AS WINNER WILL BE IMMEDIATELY TERMINATED.

Rights Granted by you: By entering this content you understand that Pepper Gang, anyone acting on behalf of Pepper Gang, or its respective licensees, successors and assigns will have the right, where permitted by law, without any further notice, review or consent to print, publish, broadcast, distribute, and use, worldwide in any media now known or hereafter in perpetuity and throughout the World, your entry, including, without limitation, the entry and winner’s name, portrait, picture, voice, likeness, image or statements about the giveaway, and biographical information as news, publicity or information and for trade, advertising, public relations and promotional purposes without any further compensation.

Terms: Pepper Gang reserves the right, in its sole discretion to cancel, terminate, modify or suspend the giveaway should (in its sole discretion) a virus, bugs, non-authorized human intervention, fraud or other causes beyond its control corrupt or affect the administration, security, fairness or proper conduct of the giveaway. In such a case, Pepper Gang may select the recipients from all eligible entries received prior to and/or after (if appropriate) the action taken by Pepper Gang. Pepper Gang reserves the right at its sole discretion to disqualify any individual who tampers or attempts to tamper with the entry process or the operation of the giveaway or website or violates these Terms & Conditions.

Pepper Gang has the right, in its sole discretion, to maintain the integrity of the giveaway, to void votes for any reason, including, but not limited to; multiple entries from the same user from different IP addresses; multiple entries from the same computer in excess of that allowed by giveaway rules; or the use of bots, macros or scripts or other technical means for entering.

Any attempt by an entrant to deliberately damage any web site or undermine the legitimate operation of the giveaway may be a violation of criminal and civil laws and should such an attempt be made, Pepper Gang reserves the right to seek damages from any such person to the fullest extent permitted by law.

By entering the giveaway you agree to receive email newsletters periodically from Pepper Gang. You can opt-out of receiving this communication at any time by clicking the unsubscribe link in the newsletter.

Limitation of Liability: By entering you agree to release and hold harmless Pepper Gang and its subsidiaries, affiliates, advertising and promotion agencies, partners, representatives, agents, successors, assigns, employees, officers and directors from any liability, illness, injury, death, loss, litigation, claim or damage that may occur, directly or indirectly, whether caused by negligence or not, from (i) such entrant’s participation in the giveaway and/or his/her acceptance, possession, use, or misuse of any prize or any portion thereof, (ii) technical failures of any kind, including but not limited to the malfunctioning of any computer, cable, network, hardware or software; (iii) the unavailability or inaccessibility of any transmissions or telephone or Internet service; (iv) unauthorized human intervention in any part of the entry process or the Promotion; (v) electronic or human error which may occur in the administration of the Promotion or the processing of entries.

Disputes: THIS GIVEAWAY IS GOVERNED BY THE LAWS OF THE UNITED STATES OF AMERICA AND MASSACHUSETTS, WITHOUT RESPECT TO CONFLICT OF LAW DOCTRINES. As a condition of participating in this giveaway, participants agree that any and all disputes which cannot be resolved between the parties, and causes of action arising out of or connected with this giveaway, shall be resolved individually, without resort to any form of class action, exclusively before a court located in Massachusetts having jurisdiction. Further, in any such dispute, under no circumstances will participant be permitted to obtain awards for, and hereby waives all rights to claim punitive, incidental, or consequential damages, including reasonable attorneys’ fees, other than participant’s actual out-of-pocket expenses (i.e. costs associated with entering this giveaway), and participant further waives all rights to have damages multiplied or increased.

Privacy Policy:  Information submitted with an entry is subject to the Privacy Policy stated on the Pepper Gang Website.

Sponsor:  The Sponsor of the giveaway is Pepper Gang, 21 Union St. Boston, MA 02108, USA.

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