Case Study

Event management on yachts

Scenario

Azimut Yachts’ priorities: digital innovation and meticulous attention to detail.

Azimut Yachts, an Italian company leading in the construction and sale of yachts from 42 feet to 38 meters, is a brand of the Azimut|Benetti Group, the world's leading private group in the nautical sector for 22 years.

The brand is characterized by its strong innovative spirit, making it a trendsetter in technological and design solutions now recognized by the entire nautical world.

THE CHALLENGE

The centrality of data in the renewed marketing processes

In order to digitally transform its marketing processes, Azimut Yachts has set as its primary objective the need to collect and classify structured information related to actual and potential customers, ensuring total respect for privacy.

The collected data must be easily accessible to the managers of the various business processes, and usable to consolidate existing relationships or create new ones.

The company then turned to Cluster Reply, which took on the challenge: to evolve marketing processes focusing on innovation, leveraging its extensive experience and expertise in Microsoft technologies.

The resumption of organizing trade shows and boat shows, after a long period of pause that led to significant changes in visitor behavior, has put Azimut in a position where it needs to act quickly.

Within our Digital Transformation process, to improve and expand the services offered and achieve increasingly higher levels of competitiveness in the market, one of the fundamental steps we worked on was the need to renew and automate marketing processes.
The starting point was to place the satisfaction of our shipowners at the center: the care of every detail, the knowledge and monitoring of tastes, preferences, and the history of our clients is essential in order to anticipate their needs and requirements.

Ferdinando Peretto
Group Chief Information Officer Azimut|Benetti

HOW WE DID IT

Advanced technologies for digital marketing

Cluster Reply has responded to the needs of Azimut Yachts by creating a solution to optimize the visitor experience during boat shows and facilitate the relationship between shipowners and the brand, combining the platform of Marketing Automation by Microsoft with customized Mobile Apps, developed thanks to the development platform Power App, .

Thanks to the new module of Event Management, the Marketing department of Azimut Yachts, in collaboration with the company's IT department, can now effectively manage the event landing pages through which visitors can register independently: this way, usable information is obtained to classify interested customers based on expressed characteristics and interests.

Two apps to optimize live event management

For Azimuth

To support Azimut in managing visitors directly on-site at the event, an App has also been developed, usable on tablets and mobile devices, provided to the reception staff to monitor the progress of the Show through agreed indicators. The App also aims to drastically reduce visitor waiting times thanks to the Check-in function via QR Code and a Push notification system that informs the assigned Dealer of the presence of a registered visitor interested in Azimut Yachts and its products.

For visitors

To guide the visitor through every stage of the tour, a second app has been created that allows the dealer to keep track of the visits made, record the interests of potential new owners, and make specific requests directly to the Azimut Yachts staff. All communication during the show is indeed managed with a system of messages and push notifications between the two apps, thus avoiding the dispersion of information: the application serves as the main point of contact between Azimut Yachts and the dealers regarding the world of events.

Consolidate and expand the user base

The solution goes beyond event management: leveraging collected data, the implemented Marketing Automation platform enables targeted actions for users interested in the brand, such as newsletters and surveys. By monitoring visits to the salons, the responses of current and potential customers, and interactions with campaigns, all tracked within a single database, it is possible to consolidate and expand the customer base.

The entire solution was created using Microsoft Dynamics' “Marketing” solution, particularly the Marketing Automation and Event Management Modules. The collaborative platform Microsoft Power Platform was also used, particularly the Power APP application, to offer a streamlined product developed with a low-code approach, but still customized to the client's needs.

in conclusion

Event management and connecting with new clients

Azimut Yachts has participated in several boat shows, all managed through the solution developed by Cluster Reply.

Thanks to the data collected during the show, Azimut Yachts has also established initial contact with numerous new potential owners, who registered for the monthly newsletter, managed through the Dynamics Marketing Module.

Azimut | Benetti Group

Azimut | Benetti is the largest private group in the nautical sector worldwide, with a majority shareholder, founder Paolo Vitelli, firmly in command for over 40 years. The success of the Group is driven by a passion for the product, attention to shipowners, a desire to experiment with new technologies, and a constant drive to surpass itself. The strategy behind this development has been, for over 40 years, to reinvest the profits earned to improve and expand the range of its yachts and services to its clients, with the seriousness of a Group that, within the global nautical industry landscape, can rely on excellent financial solidity.