The National Marine Manufacturers Association (NMMA) recently shared a story about the Discover Boating Public Service Announcement (PSA) campaign and how it continues to build momentum and public interest for recreational boating.

Here are three key takeaways marine dealers like you should understand about the initiative, which highlights the fun, accessibility and safety in boating, and inspires new, diverse audiences and future boaters, and contributes to industry awareness and long-term growth.

1. Cost-Efficient PSAs Expand Reach & Build Trust Before Purchase

The NMMA article mentions “donated airtime achieving a wide reach without a traditional advertising spend.” That valuable airtime on major networks and streaming centers helps spread the exposure without burdening individual businesses or dealers to attain media buys. For dealers, this marketing lift builds momentum and messaging within the industry and market — with its boating is safe, fun, healthy and accessible language — creating avenues for customer to connect with dealerships through showroom visits, events and demo days.

Hot tip: Track the PSAs airing in your market and facilitate a customized message that speaks to not only your local buyers but also builds specific awareness on your brand.

2. Message Clarity & Sharing Boating Benefits Help Outweigh Barriers to Entry

The PSAs — which feature the Boating Safety Basics Video Series, Presented with Progressive and support the industry’s “See You Out Here” marketing campaign — strive to showcase boating as accessible, safe and welcoming so consumers who have never considered it see it as more than glamorous and exclusive entertainment.

That’s an essential aspect to understand, as costs, complexity and lack of knowledge can make many prospective boaters feel overwhelmed. The PSAs help make boat use and ownership seem very achievable. When the messaging reinforces inclusivity, operational guidance and safety and boater education, it results in more people viewing recreational boating as a viable option.

Hot tip: Focus on education, offering transparent and pressure-free sales experiences when engaging customers. Consider local marketing that includes specialized events and packages for those new to boating.

3. Integrate Your Local Marketing with PSA / Discover Boating Content

Discover Boating, powered by the NMMA and MRAA, offers content for the general public and a Dealer Locator Tool at www.discoverboating.com. Moreover, industry stakeholders — of which your dealership resides — are encouraged to incorporate the Discover Boating PSA videos and content in their showrooms, websites, social media and emails. The Discover Boating B2B site provides you with those resources to educate and engage. Combining the professional messaging with your own touchpoints and expertise helps to reinforce your credibility, consistency and approachability. Additionally, you don’t have to create a budget or produce everything on your own when a proven concept already exists to help you enhance your recreational boating messaging — especially to first-time boaters. 

Hot tip: Collect and integrate the PSAs and resources in your website, social media channels and your showroom. Share safety videos on your website under “boater education & resources.” Use the content in email nurture campaigns with prospects and new owners. Ultimately, maintain consistent messaging so your shared content matches the Discover Boating content.

Grab & Go — Video Sharing Checklist

1. Browse & select video(s): Go to the Discover Boating B2B toolkit and videos page. Choose videos most relevant to your market, audience or seasonal needs (safety, boating tips, family boating, local waterways, etc.).
2. Decide on usage mode: Decide whether to download, embed or share the YouTube link. Download gives you the file to repost; embed inserts into websites; share link is simplest for social.
3. Copy embed code: Copy the embed code to save the video file locally or copy HTML for webpages.
4. Tailor the video post text (caption): Write a caption that highlights your region & expertise. Include a hook, local detail, CTA and relevant hashtags.
5. Upload or post on chosen platform(s): YouTube: Upload with title, description, tags. Facebook/Instagram/LinkedIn: Upload video file or share link with your caption. Stories/Reels: use snippets (15-30 sec).
6. Add contextual links or CTAs: Include website, landing page or offer link in the description/post body.
7. Schedule or publish at optimal times: Post when your audience is most active (weekends, evenings, mornings). Use social insights to guide timing.
8. Promote / amplify the post: Boost locally with ads, share in local boating groups, cross-post to email or website.
9. Monitor engagement & respond: Track views, likes, comments, shares. Reply promptly to engage with prospects.
10. Repeat with variation: Post different video types (safety, family, destinations). Rotate hooks and CTAs. Use metrics to refine strategy.

Content That Engages & Avoids Push Selling

Education-driven marketing teaches and promotes boating without the pressure of buying, helping more people consider it. Prioritizing safety and supplying proper boating instruction reduces the pressure to buy and allows prospective boaters a chance to learn first and emotionally connect through visualization or on an actual boat ride or demo with you. This opportunity lets you connect locally and is your dealership’s chance to become a trusted guide for new boaters.

Read: “Discover Boating’s PSA Campaign Builds Momentum and Public Interest”