Founded in 2016, CharterClick is a young startup based in United Arab Emirates, envisioned by its creators as a universal platform for yacht cruise rental. CharterClick is an online booking service that lets you book yachts, speedboats, and fishing trips all under one site. The main feature of the system is that it works in real time – something that no vessel aggregator has done before.
CharterClick first approached Eminence in December 2016 wanting advice on their social media strategy, finding that their main challenge was targeting the right people. Their main objective was to grow their social presence online and generate sales through social media. CharterClick knew they wanted to target a wide range of both locals, tourists and expats from around the world, starting with Dubai expats.
- Attracting more people to click through to the website to book a Charter
- Generate Awareness of CharterClick online
- Prove digital marketing is effective
- Directly targeting the right people
Eminence began looking at a strategy for their social media channels by analyzing the behaviour of the target market and the direct competitors. With yacht rental being a highly competitive business in the UAE, however none of these companies had an easy to use website, that allows yachts to be instantly booked without calling the company itself.
Eminence found out that the target would be interested in a variety of charters, and a content plan would need to be put in place in order to generate results from the right target audience. CharterClick was provided with a comprehensive social media strategy for their marketing team to follow.
Eminence sourced a range of local influencers who were managed, and selected through their followers based on the needs of CharterClick. These influencers posted and wrote about their experience, producing remarkable results. The efforts were focused on the timings, days, and different types of campaigns that generated engagement from new and existing followers to both CharterClicks Facebook, and Instagram.
The Campaigns produced massive results on social media, with followers from different target countries, and saw 75% increase in followers for Facebook, and 85% for Instagram with a 360% growth in profile views. CharterClick has self-managed their active social media accounts, generating more clicks to the website.
The service started with only four boats in their fleet and a single partnership agreement with a charter provider, as of April 13th 2017 – 34 boats were available, along with more than 10 charter companies, who have signed an agreement to be represented CharterClick.
Based solely on customer’s feedback, CharterClicks international team of developers managed to transform the service by implementing numerous amounts of both visual and technical features, making the experience even more convenient for the end user.
The company has since then expanded launching PHASE II of its development plans by opening a branch in Oman, and have plans to be represented in Kuwait, Bahrain, and Qatar. If things go well in the Middle East, ChaterClick plans to take their services to the United States and beyond as well.
Lessons for Others
Product Management, Design, and Development work together to understand the market, customer, and users’ needs, and design and develop technology solutions that meet these needs.
Industry: Online Booking Service - Yachts/Boats
Name of Organization Contact: Co-Founder Michael Siyatskyy
Authored by: Farah Hafez
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