Take This Job and … LOVE It!

The first work-related tune that pops in a lot of people’s heads is probably “Take This Job and Shove It,” a David Allen Coe song made popular by Johnny Paycheck (got to appreciate that last name!). According to Wikipedia, the song represents a working man’s attitude toward a gig he’s worked long and hard at, but found no true reward for his efforts. Plus, his woman has left him, making him extra emotional.  

Chances are, as a leader, you’ve either heard a similar phrase from an employee or learned about someone’s bitterness for their job, which may have even come as a surprise to you. So how can you transform the “shove it” into “LOVE it?” By investing in your employees, you can help to build a culture of accountability and trust and create better engagement. Through active listening and taking an empathetic approach, you can help to shift some of their focus to training and personal development rather than only performance and results.

When you create professional development plans for your employees and gain their buy-in, you not only meet their expectations but also improve engagement, trust and satisfaction.

Virgin Group Founder Richard Branson shared a simple sentence on his LinkedIn account that read, “Train people well enough so they can leave, treat them well enough so they don’t want to.” This is a different take to the old dual-question we’ve heard in the boating industry that says, “What if I train them and they leave? What if you don’t train them and they stay?”

So how can you invest in your employees more, even in challenging times? It’s more affordable to train them and retain them than it is to hire new talent. It’s also painful to see the revolving door of talent keep spinning because it drains your confidence and that of your remaining staff. Of course, some people’s departure feels more like a gift more than a gut punch, but that’s why it’s critical to set them up for success; so the good ones stay!

In a recent MRAA Pulse Report, we asked leaders a question to identify their most challenging aspect for selecting and assigning staff to training opportunities? Those opportunities for continued learning and professional growth. The top obstacle was finding the time within the schedule and was followed by the cost of training in general. View the results in this MRAA Infographic.

Take This Job and … LOVE It!

Once you overcome your dealership’s limitations, the next critical step is to create and follow a plan for to help them find success, not discouragement. Use these helpful tips to set up a training program that helps your team.

  • Specific Training and Development Plans: For employee development, it’s vital to set up a structured training plan that gets employee buy-in. You can help your employees – sometimes even at a different pace based upon the individual – improve their skills and confidence with a definite pathway for success. Set up their plan together, complete with directives and expectations, to avoid any confusion.
  • Employee Engagement and Feedback: Your timely, constructive feedback can make a world of difference in their training success (or failure). Employees need regular feedback, as it helps them understand where they are and where they need to be. HOT TIP: Make your feedback timely by sharing it with them as close as possible to their training event. HOT TIP: A key pillar within the MRAA Certified Dealership Program is an Employee Satisfaction Survey, that captures your team’s anonymous feedback and suggestions for improvement. 
  • Advancement Opportunities: Employee retention can improve by showcasing your interest in making possible their desire for advancement. For them to understand and have a clear vision for growth can be motivating and help them reinvest in your dealership.
  • Needs Analysis: Do you even know what each of your employees wants from their role and daily work? Think: What’s in it for them? When you create opportunities for them that align with your business goals, they gain perspective. By allowing autonomy and providing meaningful work you can help them gain gratification within the work they perform.
  • Cultural Fit and Values: In order to develop a respected work-place culture, you want to help develop employees who fit within your organization and share similar values. This leads to improved performance and greater satisfaction among your crew. This includes both hard skills and the ever-important soft skills (critical thinking, creativity, adaptability …).

The MRAA has a couple courses to aid you in employee development, including:

Even with a plan in place, your busy dealership environment makes it challenging to find the “extra” time to watch, listen and learn additional education and insights. Try these strategies to help your training operations progress:

  • Integrate Training into Daily Operations: By integrating learning into your team’s daily tasks, you ease the pain to “find time” for it. HOT TIP: Use a mentor/apprentice method to help some employees learn on the job. This can be more efficient and offers real-world education and implementation.
  • Start Small & Simple: When employees are doing what they enjoy, the clock moves quickly. You don’t want them counting down the hours and becoming clock watchers. That’s why building an uncomplicated plan for education is critical. The idea is not to add more time in their day. You’re better off creating short, focused training. Also, convenient training programs and using friendly digital platforms (where they learn) create less hurdles and excuses for failure.
  • Time Management: We all know employees manage their time differently. Some shine by concentrating their efforts on creating perfected work habits that lead to successful outcomes. Others need guidance, and sometimes coaxing, to become more focused and consistent. Better time management can help remove the excuse of “there’s no time.”
  • Budget: More often than not, through a membership, travel, conferences and other offerings, training is not free. It’s wise to budget for your training plan, whether that includes distant travel or digital education programs. When you plan for it and include it in your budget, you’re committed to use it. Plus, your team gains a better understanding of your dedication to training so they buy-in because they see avenues for personal and professional growth.
  • Employee Input: While you could drive the bus, it’s often better to let the employees take a turn behind the wheel during the planning phase to be sure it meets their needs and interests. They are also more likely to engage with the opportunities provided.
  • Highlight the Benefits: As a leader, your ability to showcase the benefits of training and career advancement clearly to your employees can make a huge difference. When they know you want to help them improve and grow, you gain active participants, not superficial players who were assigned an additional task.

Explore the MRAA’s Guide to Dealership Improvement to find more improvement strategies, including how to develop a training plan and budget customized for your dealership.

Incentive Pay for Training?
Some leaders view the training as a perk to their employee, as in an opportunity for career advancement. Determining whether to provide incentive or pay upon training completion depends upon your dealership’s financial situation, the type of training and the predetermined education plan you set up with your team.

  • Added Value: Because it enhances your employees’ skills and professional growth, you can choose to make training a perk to the employment. Just remember to make it clear from the start that you’re investing in their professional development so they understand the program. Gaining their satisfaction and helping them perform better is essential to their success and yours.
  • Compensation Alignment: Training is valuable for sure, but can be more rewarding if it involves increased skills and more responsibilities. You have to determine if your employee can take on more complicated jobs or improve efficiency so you can justify paying them more. And if it’s not cash or a pay raise, perhaps you can find other clever way to reward your best students.
  • Employee Expectations: Again, managing expectations is critical for your training program’s success. Discuss the two previous points with your entire team to clearly communicate if the training could lead to a pay increase or if it is primarily for skill development. Your transparency avoids misunderstandings and helps employees understand the training benefits.
  • Performance-Based Increases: Once your employee completes the training and it leads to improved performance, you could consider a pay raise. But this is something you need to determine beforehand to eliminate confusion and distrust.
  • Market Competitiveness: How does your compensation package compare with industry standards? You need to know what your competitors pay, as it may sway you to adjust your compensation or incentives for training.

Ideally, you want to be able to find a balance within training that both motivates your team and helps retain them while also helping them advance their career without necessarily burdening your financial health.

Use the following MRAA resources to help advance your service department.

Long-Term Success
As a leader in your dealership you have many opportunities to further your success in 2025. Remember, though, that employees are often viewed as the lifeblood of a business because their contributions are vital to its success. Investing in team training is more than an expense. Sure, time constraints and budgeting are hurdles you must consider, but they don’t outweigh a more engaged and well-trained workforce.

Your commitment to employee growth and career development can help to build a stronger culture and a crew that is more invested in the dealership. Your team’s success is ultimately your dealership’s success. Finally, you want your employees singing your dealership’s praises and to bellow the words, “take this job and LOVE it, I ain’t leaving here no more!”

[AIMIE, MRAA’s AI for Marine Industry Education and content delivery system, was used as a resource in the production of this content. Learn more.]

General Election Update – Implications for Recreational Boating Industry

By Chad Tokowicz, MRAA Government Relations Manager & Mike Sayre, MRAA Director of Government Relations

As the results from the General Election on Tuesday, Nov. 5, continue to take shape it is clear that Donald Trump has emerged as winner of both the popular and electoral college votes, and will be named the 47th President of the United States. Furthermore, the U.S. Senate has flipped and now features a Republican majority, with 52 seats to 47 Democrats with one race still too close to call. At the time of writing this, results for the House race are still inconclusive, however, it is leaning toward a Republican majority. Regardless of who wins the majority, the margins in the House will remain razor thin. In the event that the Republicans do take the House, they will control the Presidency, Senate and House, which will make the passage of policies through Congress and Senate confirmations much easier.

Impact on Recreational Boating
The results of the election have major implications for the recreational boating industry and this blog will outline some of what we expect to come.

  • A second Trump Administration will hopefully be good news for major industry issues like the Right Whale Vessel Speed Rule. While the Biden Administration could still finalize the Right Whale Vessel Speed Rule before the end of the year, there is a very high likelihood that it will be overturned by the Trump Administration come January. If the Biden Administration does nothing with the rule before the transition, it will surely be dead upon Trump’s inauguration.
  • The Trump Administration will also usher in another era of deregulation, and this may mean that various worker protections put in place by the Biden Administration are undone, potentially including policies like the Overtime Rule change. Similarly, many of the regulatory activities of the Biden Administration’s Federal Trade Commission, such as the proposed Junk Fee rule, will also face scrutiny from the new Trump Administration.
  • Additionally, the Trump campaign has promised to put in place tariffs on imports, which may ultimately increase the price of imported items used for building recreational vessels as well as imported accessories and related items — and this increased cost may then find its way to dealers and therefore consumers. The Trump campaign proposed tariffs of 10-20% for all imports entering the United States, and tariffs between 60-100% on Chinese imports. Whether or not the incoming Trump Administration follows through on these trade policies remains to be seen but such wide-ranging tariff proposals will face pushback from many industries that depend on imported goods and raw materials.
  • Tax policy is another area where we will see a flurry of activity from the Trump Administration and unified Republican Congress. President Trump has long been focused on lowering the tax burden on citizens and businesses. While the details of the Trump tax plan are complex, from a macro-level perspective, we can expect that the original provisions of the Trump Tax Cuts and Jobs Act are made permanent. Furthermore, we may see tax policy focusing on exempting tips and overtime pay from income taxes. As Congress and the Administration begin to discuss these tax cuts, the MRAA will be at the table to see if further tax cuts for small businesses can be secured.

State of the States
While this election resulted in significant changes to the composition of the federal government, at the state level, the changes were much more modest. Of the 11 governorships up for grabs, none changes party hands. Not every state legislative result has been fully determined but so far only three state legislative chambers have changed party control with Republicans making most of those gains.

General Election Update and Implications for Recreational Boating Industry

As the MRAA continues to prepare for the 119th Congress and to work with the Trump Administration, we will be sure to brief you with any important updates or calls to action. As always, if you have any questions, please do not hesitate to reach out to Government Relations Manager Chad Tokowicz at Chad@mraa.com.

Discover Boating Dealer Finder Drives Increased Users to Dealer Sites in 2024

Over the last 12 months, Discover Boating’s Dealer Finder tool saw a significant increase in the amount of people it drove to dealer sites, indicating the value of this tool to potential boat buyers. As today’s consumer expects to be in control more than ever, Discover Boating Dealer Finder puts the consumer at the helm, allowing them to research, explore and connect with dealers in their area. 

  • This year, the U.S. Dealer Finder drove more than 65,000 introductions/clicks to dealer websites and phone numbers, up 145% increase from last year. The tool saw more than 93,000 users, up 150% compared to last year, and 128,000 pageviews. 
  • The Canada Dealer Finder also saw an increase with 11,500 introductions to Canadian dealers – up 106% compared to last year. The tool had more than 25,000 users (up 1% year-over-year) and nearly 30,000 pageviews this year.
iscover Boating Dealer Finder Drives Increased Users to Dealer Sites in 2024
Image courtesy of Discover Boating

Additional enhancements to the tool are underway including a fresh look and feel of how the dealer listing cards are displayed as well as the implementation of the geolocation functionality. With this new feature, users can opt in through their browser settings to allow location permission, so the tool automatically presents dealers within a 25-mile radius in that location.

Once these potential boat buyers are introduced to the dealers, the dealers must welcome and nurture them through their boating journey. This is an important step to help build and grow our industry for the future.

Dealers looking to update their listing or be added to the Find a Boat Dealer locator tool can simply fill out this form, and MRAA will reach out to help make changes.

Discover Boating is powered by NMMA and MRAA.

Dealer Week 2024 is 1 Month Away

• Annual MRAA Conference and Expo Runs Dec. 8-11, in Orlando, Fla.

MINNEAPOLIS, Friday, Nov. 8 – The countdown is on! In one month, Dealer Week 2024 will bring the marine industry’s largest dealer education event to life, beginning Sunday, Dec. 8, in Orlando, Fla. Boat dealers and industry professionals alike are gearing up for a week filled with transformative insights, hands-on education and unequaled networking opportunities.

Dealer Week, hosted annually by the Marine Retailers Association of the Americas, connects boat retailers, manufacturers, suppliers, service providers and more professionals for a conference and expo dedicated to helping boating retailers – and, by extension, the industry – succeed in 2024 and beyond.

Dealer Week registration is on track with last year’s record-setting levels leading up the four-day event. Here is an overview of some of the highpoints event attendees can expect.

Economic  & Industry Updates
Gain the latest projections for the economy in the year ahead, along with deep insights and reasoned strategies, from boating experts and industry leaders. Industry thought leaders will open and close the conference with in-depth presentations on how to attact endless customers and innovative strategies to build thriving, future-focused workplace cultures.

Dealer Week 2024 is 1 month away

An Emphasis to “Outperform”
Top educators will host four different Dealer Week Pathways (Leadership, Marketing, Sales & F&I and Service & Parts) highlighted by 24 educational sessions with subject matter experts who will provide specific examples of how to drive performance in today’s market. This is your chance to set apart your business and your team from the competition. Learn more about the Dealer Week theme, frequently asked questions and a calendar of events, here.

Expo Hall
The Dealer Week Expo Hall contains innovative products and the latest vessels from a wide selection of boat and accessories manufacturers. Attendees can meet with partners and service providers who are dedicated to dealer success. The 2024 Expo Hall at Dealer Week, the largest in the event’s history, houses the educational classrooms because the exhibitors serve as educational partners for the dealership attendees. The record number of booths includes 50 first-time exhibitors.

Special Service Event
The official start of Dealer Week 2024 happens Sunday, Dec. 8. The exclusive Service Department Special Event is designed to help dealership service departments outperform in a challenging market. The event  unites service managers and service advisors for a robust educational workshop to help them work together to operate at the highest level. The Dealer Week add-on session is designed for anyone currently involved in service management, working as a service advisor or training for one of these roles. Space is limited, so reserve your spot today.

THE Networking Reception
Dealer Week is held in December because a majority of dealers have said it’s the time of year where they can get away and focus on learning and to connect with peers and other industry leaders. The annual  networking receptions have spurred nearly as many great business collaborations and ideas as the educational sessions. This year, the Opening Reception will be held at the Rosen Plaza, where event participants can enjoy food, drinks and great conversation while they are meeting new people and reconnecting with old friends.

Dealer Week 2024 is 1 month away

A Rockin’ Celebration
Open to all Dealer Week attendees and exhibitors, the MRAA’s Industry Celebration 2024 is themed “Get Ready to Rock” and made possible by KICKER Marine Audio. Hosted at Orlando’s famous Howl at the Moon, the rock-themed event will include great food and drinks, dueling pianos, contests and fun from 7-10 p.m. on Tuesday, Dec. 10. Rock-and-roll-themed costumes are highly encouraged for all attendees. 

To see a complete event rundown, and to register, visit DealerWeek.com. Hotel blocks at some of the nearby hotels have already sold out, so please book your lodging soon. See you in Florida!

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About Dealer Week
For more than 50 years, the Marine Retailers Association of the Americas has delivered world-class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week exists to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Deadline Approaching to Join Discover Boating 2025 Boat Finder for Upcoming Shows

The deadline for getting brands listed in the Discover Boating Boat Finder is Friday, Nov. 22 to ensure representation amongst competitors ahead of the 2025 boat show season, and put boats in front of potential buyers before, during and after the show. This free tool is exclusive to Discover Boating boat show brands.

Deadline Approaching to Join Discover Boating 2025 Boat Finder for Upcoming Shows

Reasons Boat Shoppers Use Discover Boating’s Boat Finder:

  1. Efficiently isolate brands and models that match their specific needs to get to their desired product faster.
  2. Take a deep dive into boat models with helpful descriptions, specs, and features.
  3. Connect directly to the boat brand website and view complete model information.
  4. Compare and contrast boat brands and types as they prepare to shop a boat show and visit dealers.

Adding or updating boat info is easy through Boat Finder’s data portal system:

  • Current Boat Finder participants will receive an email from the NMMA Team including a custom URL to access the Data Portal and instructions. The system makes it easy to clone existing boat models and update with the current model year and pricing, and add new models. If you have NOT received an e-mail with your dedicated link, please reach out to BoatFinder@nmma.org.
  • New to Boat Finder? Contact BoatFinder@nmma.org, and someone from the team will be in touch to help you get started.

To take advantage of Discover Boating Boat Finder, which is being promoted to hundreds of thousands of boating enthusiasts, exhibiting brands must ensure they are represented at a Discover Boating boat show and update their boat data to reflect current model year and pricing.

Visit DiscoverBoating.com/boatshows for a list of shows happening nationwide.


Learn more about Discover Boating, powered by NMMA and MRAA.

6 Tips to Elevate Your Online Marketing Strategy: The Power of Exposure

By Courtney Chalmers, VP of Marketing, Boats Group, an MRAA Strategic Partner

With longer boat sales cycles and more buyers making purchase decisions online – and likely before they meet a seller in person – you need to adapt your marketing strategies. Achieving maximum visibility across digital channels throughout the sales journey is essential for reaching potential buyers. Here’s why prioritizing broad visibility and engaging buyers at multiple touchpoints should be a central component of your dealership’s marketing approach.

Prolonged Sales Cycles Call for Consistent Visibility
In today’s market, selling a boat can take six to nine months, and each buyer progresses through unique stages of their journey. Engaging with potential buyers across digital channels ensures that your listings and brand remain relevant, no matter where a buyer is in the process. By maintaining visibility on multiple digital platforms, you can increase the likelihood of capturing interest and accelerating the path to sale.

As you develop your dealership’s digital marketing strategy, consider the following six tips:

1.Continuous exposure means faster sales: To accelerate sales, dealers must create numerous digital touchpoints along the buyer’s journey. For instance, a prospective buyer beginning their search with a general term like “center console boat” will encounter boat listings across marketplaces, social media, video platforms, review sites and dealers’ and boat builders’ websites. This broad exposure allows your listings to stay visible throughout the research process, increasing the likelihood that a buyer will ultimately choose to engage.

For dealers, this kind of broad digital exposure not only widens reach but also allows you to focus on other priorities, knowing that a targeted audience across multiple channels is seeing your inventory.

2. Scale your marketing efforts: Maximizing exposure requires a consistent presence across multiple sites, platforms and social channels, which can be challenging to manage manually. One way to scale these efforts is to use established platforms like online marketplaces because they can be a gateway to a broad network of potential buyers. The key advantage of these platforms lies in their ability to generate significant exposure through various channels, including search engines, social media and targeted ads – with an expert team.

3. Dispel the “one-click sale” myth: A common misconception in digital marketing is that simply listing your boat online means lead generation happens instantly. However, the boat-buying journey is complex and rarely involves a straightforward “click to contact” process. Effective online marketing requires continuous exposure across multiple platforms, giving serious buyers multiple opportunities to connect with you via social media, organic searches, online marketplaces and targeted advertising.

4. Integrating online and in-person exposure – Boat shows and digital presence: While boat shows remain important to many manufacturers and dealers, it’s essential to understand the significant role that online exposure plays in driving qualified traffic to these events. Most attendees at boat shows arrive with prior knowledge of specific brands or models, often gained through online research. In fact, a recent consumer study shows that a high percentage of these visitors – up to 70% – have already viewed similar listings online before the show and often return after the show to continue their research.

If buyers have a positive experience with your brand online, they will likely seek you out in person.

5. Create high-quality listings to maximize exposure: High-quality listings are essential for maximizing exposure on any platform. Detailed descriptions, quality images, transparent pricing and engaging videos significantly increase a boat’s visibility and engagement, often making the difference between a connection and a missed opportunity.

    Imagine setting up your exhibit at a boat show: You wouldn’t choose a low-traffic spot, hide your inventory behind large stock photos, leave it inaccessible, omit the price, or display an unfinished setup. So why treat your online marketing strategy any differently?

    Here’s a compelling example: Two new boats were listed by dealerships of similar size on Boat Trader, both receiving comparable volumes of search impressions. However, in just 30 days, the dealership that displayed actual photos and listed the price saw 10 times more views and an 8-fold increase in click-through rate compared to the dealership that used stock manufacturer photos and did not display the price.

    6 Tips to Elevate Your Online Marketing

    It’s fair to say that quality listings are more likely to attract attention, leading to more inquiries and visits, and helping you capitalize on the exposure created by your marketing efforts.

    6. Build trust with buyers: As you develop your online marketing strategy, consider using sites and platforms that consumers trust.

    When buyers trust a platform, they’re more likely to trust the sellers they encounter there. Many consumers begin their search on familiar websites, which helps establish credibility for the listings they find. This initial exposure can foster trust and lead to further connections with dealers through social media, direct dealership visits, or events like boat shows.

      Takeaway: Embrace exposure to thrive in a competitive market
      With extended sales cycles becoming more common, dealers benefit most by adopting strategies that ensure their listings remain visible to potential buyers. Continuous online exposure is essential for connecting with serious, qualified buyers and building brand visibility. By focusing on listing quality and enhancing your reach, your dealership can position itself as an integral part of the buyer’s journey from discovery to purchase, ultimately driving more engagement and sales in a competitive marketplace.

      6 Tips to Elevate Your Online Marketing Strategy: The Power of Exposure
      Courtney Chalmers

      About the Author
      Courtney Chalmers is the Vice President of Marketing at Boats Group, overseeing brand strategy, lifecycle and product marketing, and OEM partnerships for its online marketplaces. With over 20 years in digital and marine industry marketing, Courtney is recognized for her expertise in customer lifecycle strategies and digital transformation. Her strategic insights have helped Boats Group become a leading digital partner in recreational boating. Outside of work, Courtney is an avid equestrian, and enjoys boating, tennis and taking in the Miami sunshine.

      Unlocking the Power of Texting

      Elevate Communication, Marketing and Lead Generation for Your Marine Dealership

      By Bryan Tierney, Lightspeed Sales Engineer

      In today’s rapidly changing marine industry, communicating effectively with customers has become essential for success. With rising customer expectations and an increasingly digital-first approach, many marine dealerships are finding that texting offers a powerful way to keep customers engaged, informed and satisfied. Integrating texting into your dealership’s communication strategy can not only streamline operations but also elevate your marketing and lead generation efforts.

      Why Texting is Ideal for Marine Dealerships
      Marine dealerships face unique challenges, especially during peak boating season. Constant phone calls, voicemails and long wait times for service approvals can hinder productivity and customer satisfaction. Texting provides a convenient, quick and preferred method for many customers, allowing for real-time, efficient communication that aligns with the way people prefer to connect today.

      Consider this: Studies show that 89% of consumers prefer to interact via text over phone calls and 98% of text messages are opened – with a staggering 95% read within just 3 minutes. By offering a texting option, marine dealerships can meet customers where they are, facilitating faster service approvals, sending instant updates on parts or service statuses and avoiding the dreaded “phone tag.”

      Elevate Your Marketing and Lead Generation Efforts
      Texting isn’t just a tool for service departments; it’s also a potent avenue for marketing and lead generation. Automated text messages can be used to send maintenance reminders, seasonal promotions and personalized messages for birthdays or anniversaries. By automating targeted follow-ups, your dealership stays top-of-mind without overloading staff with manual communication efforts. These small, thoughtful messages can encourage repeat business, spark interest in new services and turn one-time buyers into loyal customers.

      For lead generation, texting enables you to follow up with prospects quickly and with precision. A fast response can make all the difference when potential customers inquire about a boat or accessory, particularly if they are considering options from other dealerships. By responding promptly and personally via text, you create a connection that feels attentive and valuable to the customer.

      Charting a Course: Gaining Customer Consent
      Before implementing a texting strategy, it’s crucial to get explicit permission from your customers. Compliance with texting regulations, such as the Telephone Consumer Protection Act (TCPA), not only keeps your dealership legally protected but also fosters trust with your customer base. By obtaining consent, you signal that you respect their preferences and are committed to providing a positive experience.

      In addition to securing permission, be intentional about gathering key customer information, such as preferred communication methods and relevant details about their interests. This allows you to personalize messages further, enhancing the overall customer experience and ensuring that your messages resonate.

      Real-Time Engagement with a Personal Touch
      Incorporating texting into your dealership’s communication strategy can benefit every aspect of the customer journey. Here’s how:

      • Appointment Scheduling and Reminders: Send automated reminders for scheduled service appointments, keeping customers informed without overwhelming your team with calls.
      • Status Updates and Notifications: Provide real-time updates on service progress or parts availability, reducing wait times and improving transparency.
      • Visual Communication: Share photos or videos of service work, making it easier for customers to understand necessary repairs or maintenance, which enhances trust and transparency.
      • eSignatures and Approvals: Speed up approval processes by allowing customers to sign electronically, streamlining the workflow for both sales and service departments.

      Texting offers an efficient, user-friendly communication channel that not only meets modern customer expectations but also positions your marine dealership as a forward-thinking, customer-centric business. By embracing this communication method, marine dealerships can build lasting relationships, generate new leads and increase customer satisfaction across the board.

      For more information on texting solutions for Marine dealerships, visit www.lightspeeddms.com/texting/

      Unlocking the Power of Texting written by Bryan Tierney, Lightspeed
      Bryan Tierney

      About the Author
      Lightspeed Sales Engineer Bryan Tierney’s journey with Lightspeed is rooted in a lifelong passion for the powersports industry. His fascination began on Saturdays spent with his dad at the local motorcycle shop, where the buzz of new bikes ignited a career-defining interest. Bryan started behind the parts counter at that same dealership over 30 years ago, where he first encountered Lightspeed (an MRAA Strategic Partner), sparking a deep appreciation for its capabilities.

      Today, Bryan is a central figure in Lightspeed’s success. He has authored insightful blogs, presented at major industry events, leads monthly webinars and has conducted more than 350 Lightspeed demos in 2024 alone. His dedication to the recreational industry remains unwavering, driven by the same excitement he felt as a kid. Bryan’s extensive industry knowledge makes him an invaluable asset to the Lightspeed team.


      Bryan lives in Salt Lake City, Utah. Outside of work, he enjoys spending time in the great outdoors, exploring his passion for the recreation industry and connecting with the community that first fueled his love for the industry.

      5 Ways AI Can Revolutionize Your Dealership

      (Editor’s Note: The MRAA has its own artificial intelligence program in AIMIE, which stands for AI for Marine Industry Education. AIMIE, an AI-powered platform trained on MRAA’s extensive content and educational programs, is reserved for MRAA Gold and Silver Members. Designed to be our smartest team member, she can instantly answer any of your industry questions 24/7. Give AIMIE a try, here.)

      By Keona Frasier, Boatmart.com
      Artificial Intelligence has taken the world of tech by storm in recent years. This cutting-edge solution offers a multitude of applications, but its most significant impact lies in streamlining business operations. With this advanced technology at your fingertips, you can easily streamline marketing efforts for your dealership.

      5 Ways AI Can Revolutionize Your Dealership

      Whether you choose the popular chatbot GPT or any other AI-powered tools, leveraging the potential of machine learning technology can greatly benefit your dealership. Here are five game-changing tips from MRAA Education Champion Boatmart.com on how you can start using AI today.

      1. Content Creation and Generation
        One great advantage of AI’s editing capabilities is its ability to generate top-notch content ideas for your dealership. This includes captivating blog articles, engaging social media content, email templates and more. To effectively utilize AI’s power, it’s important to work together with it rather than depending on it entirely. The goal is to enhance and expand your online content using AI, while also infusing your own unique expertise and brand voice to give it a personal touch.
      2. SEO and Listing Optimization
        Many businesses are taking advantage of AI-driven tools for SEO analysis, uncovering highly effective keywords and emerging trends. Utilizing this advanced technology can boost your website’s optimization to new heights, ensuring visibility in search engine results. This will give you a competitive edge and effortlessly attract organic traffic to your site.
      3. Marketing Automation
        Marketing automation has been utilized for years, but the introduction of AI can greatly enhance and streamline the process. One effective method is to incorporate AI-powered chatbots on your dealership websites and social media platforms. These chatbots can manage customer inquiries, automate responses to commonly asked questions and lead consumers through the sales journey. Furthermore, AI can automate email scheduling, conduct A/B testing and optimize performance.
      4. Website Optimization
        Dealer websites offer great potential for generating leads, so it’s crucial to optimize yours for the best results. One effective way to do this is by utilizing AI algorithms that analyze website traffic and user behavior to pinpoint areas for improvement. With AI’s assistance, you can identify the most impactful content, layouts and calls to action that drive conversions and capture customers’ attention.
      5. Editing and Quality Assessment
        In the world of marketing, the importance of your messaging cannot be emphasized enough. This includes everything from the text on your website and your email communications to your online forms and everything in between. Utilizing AI tools to analyze and improve the quality of your copy can play a crucial role in ensuring that your messages resonate effectively. These tools can not only ensure that your content is grammatically correct but also engaging and coherent.

      By embracing these AI-powered strategies, you have a fantastic opportunity to enhance your dealership’s marketing efforts, creating personalized experiences for users and establishing a strong presence in today’s digital landscape. Are you ready to take advantage of the advancements in machine learning technology? There is no better time than now to explore these innovative solutions and reshape the future of your marketing strategies.

      Keona Frasier, 7 Simple SEO Tips for Marine Dealers

      About the Author
      Keona Frasier is a writer and editor at Boatmart, an MRAA Education Champion, bringing a background in mass communications and journalism to her work. Outside of work, she enjoys exploring art, culture and entertainment. For more marketing tools and tips visit the Boatmart Dealer Education site.

      7 Simple SEO Tips for Marine Dealers

      By Keona Frasier, Boatmart.com

      Search Engine Optimization (SEO) might seem overwhelming, but with more than 8.5 billion searches happening every day on Google in 2024, it’s vital for any digital marketing strategy. To help you navigate this evolving landscape, here are 7 essential SEO tips from the Boatmart team to help your marine dealership shine.

      1. Your Website is Your Digital Storefront
      SEO starts with your website – it’s your digital storefront and how the world perceives your business. So your website should do more than just showcase your inventory. It must rank well on search engines, making it easy for potential customers to find their dream boat.

      2. Build a Targeted Content Strategy
      A robust content strategy keeps users engaged and returning to your site. For instance, if your audience consists of lake lovers looking for weekends on the water, then create content around them and their lifestyle. Some simple ideas for SEO friendly blog posts for your dealership could include:

      • Local boating meetups
      • Upcoming marine events
      • Maintenance and safety tips for boats
      • In-depth boat and product reviews

      Informative and long-form content ranks higher in search results, so aim for 700-1,200 words per blog post.

      3. Optimize Your Google Business Profile
      Setting up a Google Business Profile is still one of the fastest ways to improve your visibility in local search results. Here are our top tips at Boatmart for optimizing your profile:

      • Keep your Google Business listing updated with current contact information
      • Leverage Google Posts to share special offers or new inventory
      • Respond to customer reviews to boost engagement and trust

      This will help your dealership show up prominently when users search for boats and services nearby and will ensure potential customers can easily find your contact info and inventory.

      4. Enhance Your Website With Schema Markup
      Schema markup, also known as structured data, helps search engines better understand your site’s content. For instance, if you sell boats, this code tells search engines that you are a dealership selling physical products, not just providing information.
      Using rich snippets can increase your click-through rate and improve how search engines display your listing with additional information like reviews, inventory and business hours.

      5. Build Citations to Boost Local SEO
      Citations are mentions of your business’s name, address and phone number (NAP) across the web. They boost your online credibility and improve your local SEO rankings, ultimately helping more customers find you. Focus on listing your business in key directories like Google Business, Yelp, LinkedIn and local listings. And maintaining consistency across all platforms for NAP information.

      6. Leverage Analytics to Understand Traffic
      SEO isn’t just about attracting visitors to your dealer site – it’s about understanding their behavior. Regularly check your analytics to see where your traffic is coming from, which keywords are driving visits and how users engage with your site. Our Boatmart top tips? Use Google Analytics 4 to get deeper insights into customer behavior across devices and identify your top performing landing pages and referral sources so that you can fine-tune your content and campaigns.

      7. Optimize for Mobile – It’s Non-Negotiable
      With more than 60-65% of traffic now coming from mobile devices, your website needs to be mobile-optimized in both speed and design. Here are Boatmart’s top tips on optimizing your dealer site for mobile:

      • Ensure fast loading times – use tools like Google’s PageSpeed Insights to test performance.
      • Use a responsive design that adapts seamlessly across all screen sizes.
      • Make navigation simple and intuitive for mobile users to find inventory quickly.


      Google’s mobile-first indexing means your mobile site is the primary version Google uses for ranking, making mobile optimization crucial and non-negotiable!

      By integrating these simple SEO practices, you can take control of your digital marketing strategy in 2024 and increase visibility for your dealership across search engines. And don’t forget – platforms like Boatmart are also working hard behind the scenes to optimize your listings, giving you an added advantage without extra effort.

      7 Simple SEO Tips for Marine Dealers by Keona Frasier, Boatmart

      About the Author
      Keona Frasier is a writer and editor at Boatmart, an MRAA Education Champion, bringing a background in mass communications and journalism to her work. Outside of work, she enjoys exploring art, culture and entertainment. For more marketing tools and tips visit the Boatmart Dealer Education site.

      5 Reasons to Use Social Media at Your Dealership

      By Keona Frasier, Boatmart.com

      Social media outlets provide an invaluable avenue for you to reach consumers right where they are (here’s a hint: they’re on their phones). Connecting with your customers in such a direct way has some major benefits for the reputation, growth and profits of your dealership:

      1. Build & Maintain Awareness
        Having social media accounts gives you a chance to make yourself known to potential boat buyers who otherwise would not have known you existed. Growing your customer base is a major advantage of growing your online presence. And there’s always the chance that one of your more inventive posts goes “viral,” exposing you to hundreds or thousands more people. Even if you don’t go viral, staying active on those accounts also helps your business remain at the forefront of your followers’ minds when they think about buying their next boat. When they see your name a few times a week, you’ll be the first name that pops in their head when they start contemplating that purchase.
      2. Develop Reputation and Relationships
        When your social media activity is authentic and transparent, offering your personal perspective or giving a behind-the-scenes look at your dealership, those accounts serve to humanize your brand. Coming across as relevant and personable gives the impression that you are a dealer that buyers can trust. Your unique perspective, experience and industry insight also mean your social media accounts can showcase how your dealership is a leading voice in the industry. As followers engage those posts, you have the opportunity to develop personal and productive relationships, further bolstering their perceptions of you and strengthening their connection with your dealership.
      3. Grow Your Business
        While the word “social” is in the name, social networks should also serve as business networks for your dealership, actively contributing to moving potential buyers down a specific sales path. Your accounts give you the opportunity to share and promote provoking content, as well as directly advertising your for-sale inventory (content posts are a great counterbalance to inventory posts, ensuring your page doesn’t look like it will spam followers with sales ads). Ultimately, social media accounts are phenomenally effective tools for generating website traffic, connections, leads and sales.
      4. Listen & Respond
        Social media isn’t just about speaking; it’s also about listening. Browsing your personal social media might distract from real work, but browsing your professional accounts is smart business, as it allows you to learn more about your customers, monitor conversations about your products, business, or industry, keep an eye on your competition and keep up with industry news. Armed with such knowledge you can tap into trending topics, remain relevant and competitive and continue to manage your reputation by engaging in responsible customer service and support (you’ll be surprised how many followers will reach out to you via social media with customer service concerns). Social media accounts also provide a rapid response tool for crisis communication if a major recall or other emergency announcement is required.
      5. Advanced Advertising and Reporting
        Finally, social media also comes with a number of pretty advanced tools and strategies for dealers to utilize. Posting for-sale inventory to be seen by your followers is one thing, creating an actual ad that targets specific audiences is another. Extended advertising and retargeting campaigns are the bread and butter of social media sites, because they work. You can start with a scrappy, small-dollar amount, and see if it’s worth expanding that spend amount. Social media accounts also allow for relatively in-depth reporting, helping dealers keep statistical track of how accounts – and ads – are performing.

      The plethora of social media channels allows you to select the ones that are most relevant to your audience when sharing content. Maybe all your consumers are on Facebook and that’s the only platform you need. Maybe you’ve got a mix between casual users on Instagram and professional contacts on LinkedIn?

      Whatever the platform may be, find out where your audience is and then make a splash on that platform. Be willing to try new things, find what works for you, then set up a robust posting routine. Check out 10 social post ideas from Boatmart to get you started.

      Keona Frasier, 7 Simple SEO Tips for Marine Dealers

      About the Author
      Keona Frasier is a writer and editor at Boatmart, an MRAA Education Champion, bringing a background in mass communications and journalism to her work. Outside of work, she enjoys exploring art, culture and entertainment. For more marketing tools and tips visit the Boatmart Dealer Education site.