SHORT MARINE
PREMIUM CONTENT TO BUILD THEIR PREMIUM BRAND, THE BRANDS THEY REPRESENT, AND GENERATE MILLIONS IN REVENUE
THE BRIEF
Short Marine is the leading Grady-White, Viking, Valhalla, Regal and Yamaha dealer in Australia. They also offer world-class services to their customers, all under one roof, to make boating easy and enjoyable.
They needed the right content to let people know who they are, what they do, and how they add to the lives of their customers.
Here are a few of our favourite projects that tick all the boxes.
BRAND STORY FILM
We told the Short Marine story in a way that was personal and compelling, and in alignment with their premium brand position. They tell their personal story of why they started the business, what drives them every day, and what they genuinely want for their customers - the special sauce that makes them remarkable.
It’s about making the lives of their boat owners better, by making boating easy and enjoyable.
Many of their best memories are out on the water, and they’re on a mission to help more of their clients experience that for themselves with a hassle-free, personalised, premium service.
SHORT STORIES - BTS SERIES
A series of short, vlog-like films that pull back the curtain to show viewers what it takes to build a remarkable marine brand.
The series has been fantastic for growing the business and leaving their community waiting for the next episode. The biggest impact has been in recruitment, with this series helping attract top talent, who are leaving well-paying jobs to work for a company doing great things in the industry. They understand their mission and want to be a part of it.
“We are in a market and industry that is hard to attract and recruit top talent.
We're finding it a lot easier than we ever have before because of the brand that we've built.
The amount of interviews that I've sat in with people that we're looking at hiring and they’re like, I've watched all the videos.
They just want to be a part of a brand that stands for something. ”
-Sam Short
CUSTOMER STORIES
The content isn’t just about the boats they sell or the services they provide.
The stories that resonate with people are also the personal customer stories, recounting their time on the water and how it’s added to their life. Relatable, well-told stories that many of us can relate to.
Short Marine gets a subtle mention in the films for giving them the tools and guidance to make their memories enjoyable and stress-free.
INTERVIEWS WITH INDUSTRY TITANS
It takes a special company to have exclusive, country-wide dealership rights for some of the world’s best boat brands.
When we visited with the presidents of companies like Grady-White and Viking while touring the US, they were kind enough to give time to their favourite Australians, where they received praise for their successes and alignment of values, and were given insight into the leadership of these marine industry leaders.
This elevates the Short Marine brand in the eyes of their customers by clearly showing their alignment with these world-class brands, and producing even more trust in buying a boat through them.
EDUCATIONAL VIDEOS
By talking about the unique features of the brands they represent, we not only add value to those products, but also grow their audience by providing valuable content that’s interesting to the wider marine industry.
All of the educational videos we produce are aimed at helping the boating community enjoy their time on the water even more.
CUSTOMER EXPERIENCES
Having customers share their stories of the experience they’ve had with Short Marine is incredibly powerful, especially during the sales process. We choose different ideal customers with different brands, and have them tell their stories in their own words.
Sharing these authentic videos at key points in the customer journey future paces clients, builds more trust, and has directly resulted in many sales ticking over the line.
PREMIUM MARINE PHOTOGRAPHY
An evolving photography library of their team, facilities, boats for sale, and customers enjoying their time on the water that supports their premium brand position.
CONTENT IS KING
‘I’m noticing more and more that people are buying boats from us, not necessarily because of the brands that we sell.
It's because they want that service or experience or to be a part of our events and things like that.
It’s given us more confidence to double down financially on the marketing side of things.’
Sam Short was a guest on the Rising Tidecast. We talked about his story, the rise of Short Marine in the industry, and the vital role we’ve played in their growth through strategic, high-quality content.