BRP US, Inc., makers of Evinrude outboard engines, has strengthened its support of the North American dealer body by becoming the Marine Retailers Associations of the America’s newest Premier Partner.
As a global leader in all aspects of propulsion systems and powersport vehicles, BRP continues to demonstrate its commitment to the growth and advancement of its product lines. Its portfolio of products includes Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am on- and off-road vehicles, in addition to its popular Evinrude and Rotax marine propulsion systems.
“Evinrude is committed to being a partner of choice in the marine industry. We are actively investing in our distribution network to ensure boaters receive a world-class experience pre-purchase, post-purchase and while creating lasting memories on the water,” says Krista Sparkes, Vice President of Sales for North America. “We are gearing up to tell the Evinrude story boldly and confidently through aggressive regional marketing efforts and hands-on product demonstrations in the marketplace. These efforts will culminate in dealers’ retail environments. We look forward to accelerating their continued growth and success.”
BRP has made an unfailing commitment to its customers, not only to provide a quality product, but also to strengthen their dealer networks in order to provide a unique and positive buying experience.
“We are thrilled to partner with brands like Evinrude that encourage and support the growth of dealers,” said Matt Gruhn, MRAA President. “BRP US, Inc. is a company that not only says they want to support their dealer network, but acts on their commitment to help them succeed.”
With the addition of BRP US, Inc., the roster of boat and engine manufacturers, vendors and suppliers who support the efforts of the MRAA through partnership, continues to grow. Find a full menu of partner benefits here.
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.
About BRP
BRP (TSX:DOO) is a global leader in the design, development, manufacturing, distribution and marketing of powersports vehicles and propulsion systems. Its portfolio includes Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft, Can-Am off-road and Spyder vehicles, Evinrude and Rotax marine propulsion systems as well as Rotax engines for karts, motorcycles and recreational aircraft. BRP supports its line of products with a dedicated parts, accessories and clothing business. With annual sales of CA$4.2 billion from over 100 countries, the Company employs approximately 8,700 people worldwide. Recognized as one of the marine industry’s most iconic brands, Evinrude is steeped in tradition yet focused on continued growth and innovation. The brand is responsible for the invention of the first commercialized outboard engine, as well as the development of the Evinrude E-TEC and Evinrude E-TEC G2, next-generation outboard engines that revolutionized
2-stroke direct injection technology.
MRAA Recommended Reading: Start With Why
It’s time for a wake-up call: Most of us have been selling the wrong stuff the wrong way.
That’s according to the book, “Start with why: How great leaders inspire everyone to take action,” by Simon Sinek. It sounds like a book on leadership – and it is – but it also has some incredible insight into how to market, sell and even plan for succession.
If I had to boil down the book’s message to one line, it would be this: your long-term success depends on your ability to let your reason for being (your “why”) drive your company rather than your processes and systems (your “how”), your products and services (your “what”), profitability or shareholder value.
That’s not to underplay the importance of these aspects of business. They are incredibly important. But you can’t let them drive the bus if you want to stay on the road to success, according to Sinek.
The phrase “reason for being” sounds kind of fluffy, but Sinek makes the argument that what’s at stake is your survival. The main reason your “why” is so vital, he argues, is that consumers make their decisions about what products and services to buy with the emotional part of their brain, not the analytical part. Therefore, features, benefits and price take a backseat to whether the buyer can personally identify with the company’s reason for being.
Sinek’s favorite example is Apple, which he says was founded to “challenge the status quo.” Apple’s most loyal customers are those who personally share this reason for being. By purchasing a Mac or an iPhone, they are making a statement about who they are. Price, therefore, becomes less important, and these consumers are much more likely to buy another product from the company, even if their ownership experience is less than perfect.
That has major implications in the boating industry. Given the sheer number of parts and accessories that go into each boat produced, the challenges of servicing such complex products, and the harsh environmental conditions under which a boat often operates, the boat ownership experience is almost never perfect.
If you take a look at Apple’s marketing, you gain some insight into how they have communicated their “why.” Apple stands out because the majority of organizations focus their marketing messages elsewhere, such as on the features and benefits of the products they sell.
That’s certainly true of most boat businesses. As an industry, we’re not exactly known for our innovative marketing and advertising. That makes it hard for consumers to choose a boat out of the sea of white fiberglass for sale. There’s a good chance our customers can’t identify our companies’ “why.”
That’s a problem, says Sinek. Maybe a customer will buy a product from that company once, if the price or the features and benefits win them over, but it won’t take much for them to look elsewhere for their next purchase.
By focusing your marketing on your company’s “why,” you will not only differentiate your business from your competitors, but you also will have a better chance of earning the business and loyalty of those who buy from you. Manipulations such as price, promotions, novelty and aspirational messages can be effective short-term strategies, but they won’t lead to the long-term success that comes with loyalty.
At most companies, the founder is the person who stands for the company’s purpose in the eyes of customers and employees, and keeps the company focused on fulfilling that purpose in everything it does. The other members of the executive team tend to complement their leader through skills related to the “how” and “what” of the business.
This is the beginning of what could be a big problem. There’s a good chance that the founder’s executive team doesn’t contain a successor who can carry their work – and the entire company – forward on its current path. If their experience is based around finding success through “how” or “what,” they are unlikely despite the best of intentions to be able to keep your “why” as the company’s focus. And yet they are the most likely to be chosen as successor.
What is needed in a successor is a person who not only understands the company’s “why,” but also lives and breathes it, and can use it to inspire the team and customers the way the founder has.
Whether or not you agree with these ideas as I’ve presented them, I suggest you give this book a read. It contains some great examples of companies and strategies that have excelled at earning and maintaining customer loyalty. That’s a goal we all share. Plus, its ideas are already influencing the thinking of our industry’s leaders. For example, MarineMax recommended this book to us.
-Liz Walz, MRAA
Digital Webinar Offered From MDCE Keynote to All Marine Dealers
Through a partnership with Grow Boating and the Marine Retailers of the Americas, the 2017 Marine Dealer Conference & Expo Opening Keynote presenter, Tim Sanders, will be hosting a live webinar on March 27, 2018.
At the 2017 Marine Dealer Conference & Expo, New York Times Best Selling Author and top-rated keynote speaker, Tim Sanders presented to marine dealerships on using digital technology to find and keep new customers, and provided attendees with tips on securing talent in their businesses.
“We are so thankful to the Grow Boating team for introducing us to Tim Sanders and partnering with us to bring him to MDCE as the Opening Keynote Speaker in 2017,” says Liz Walz, MRAA’s Vice President. “Tim’s dedication to helping the marine dealer community improve and grow through digital technology goes far beyond most keynote speakers. This webinar and all the related tools and resources he has made available on our website are just a few examples of that.”
During the upcoming webinar, How Digital Can Supercharge Your Dealership, Sanders will be providing updates on the key takeaways he discussed during his MDCE keynote address and will answer any questions that marine dealers may have about today’s digital technology.
“Tim Sanders’ insights regarding the impact of digital marketing, and his MDCE keynote follow-up, will be invaluable to dealers in our industry,” says Tim Hennagir, Editor of Boating Industry.
The webinar, made possible by Grow Boating, is free and open to everyone in the marine industry. Register for Tim Sanders webinar, here.
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.
About Grow Boating
Discover Boating is a public awareness effort funded by the Grow Boating Initiative and managed by the National Marine Manufacturers Association (NMMA) on behalf of the North American recreational boating industry. Discover Boating programs focus on increasing participation and creating interest in recreational boating by demonstrating the benefits, affordability and accessibility of the boating lifestyle while helping to educate potential boaters and offering opportunities to experience the fun and togetherness of being on the water on a boat.
About Boating Industry
Boating Industry is the leading trade magazine serving the marine industry. From award-winning editorial to awards programs including the Top 100 dealers program, Movers & Shakers, Top Products of the Year and more, Boating Industry serves all aspects of the marine industry. For more than 85 years, boating professionals have turned to Boating Industry for market intelligence, product updates, best practices and industry news. For more information, visit BoatingIndustry.com.
DockMaster Supports MRAA at the Partner Level
DockMaster, a complete marina and marine management software system provider, has made a commitment to supporting the Marine Retailers Association of the Americas by becoming the newest Partner member.
“MRAA welcomes DockMaster into our influential group of Partner members,” says Allison Gruhn, MRAA Director of Business Development. “We are thrilled for the opportunity to partner with a brand who’s main focus is to help marine businesses operate as smooth as possible.”
Since their inception in 1984, DockMaster has stayed committed to creating technology solutions for the marine industry. DockMaster provides users with service, sales, inventory, financial and lead management options in order to streamline all aspects of their business, whether it is a marina, boat yard or a boat dealership.
“We have been involved with the MRAA in various capacities for decades, mostly recently as part of MyTaskit”, says Cam Collins, President of DockMaster. “We are thrilled to be supporting the MRAA as an independent company who’s aim is to help it’s dealers gain as much effeciency, control and profitability potenial as possible.”
DockMaster joins the roster of boat manufacturers, vendors and suppliers who support the efforts of the MRAA through partnership, continues to grow. Find a full menu of partner benefits here.
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.
About DockMaster
Since its inception in 1984, DockMaster has dedicated itself to delivering business management solutions to the marina and marine industry. DockMaster’s mission is to help its customers improve their operational efficiency so that they can deliver a first-class boating experience to their clients. Learn more at www.dockmaster.com.
ACMA Releases Annual Policy Resolutions
The Advisory Council of Marine Associations has released its annual list of policy resolutions. ACMA is comprised of associations in the recreational marine industries, state and regional marine trade associations, and other interested parties. The group serves as a sounding board for MRAA’s legislative priorities and the recreational boating industry at large. During a meeting that took place at the 2017 Marine Dealer Conference and Expo, participants discussed the current state of the marine industry’s policy priorities, and devised a list of four major areas on which MRAA should focus its legislative and advocacy efforts for 2018.
Workforce development efforts, including:
- Aggressively supporting any legislation, federal and state, that increases the creation of, access to and funding for vocational training programs and facilities on the high school and community college level
- Promote member dealers directly connecting with their local school systems;
- Make known available materials such as from ABYC, Sea Grant and others;
- Examine creation of good apprenticeship programs;
- Call for the availability of government grants (such as Pell Grants), corporate and government scholarships and other form of financial assistance.
Recreational Fishing:
- Federal issues, such as the “Modern Fish Act – Reauthorization of Magnuson-Steven Act, that impact access to fishing for recreational boaters;
- Advocate for recognition of recreational boating and fishing’s enormous positive economic impact;
- Support marine trade associations’ effort regarding fishing issues, for example the ongoing threat of Asian Carp entering the Great Lakes.
Ethanol and the Renewable Fuel Standard:
- MRAA should be engaged in advocating for and supporting all revisions to the Renewable Fuel Standard and other similar efforts to cap the amount of ethanol in fuel supplies.
- MRAA should actively respond and refute inaccurate claims about the renewable fuel standard and ethanol’s effects on marine engines.
Environmental and Infrastructure Concerns:
- The prioritization of “low tonnage” federal channels by the Army Corps of Engineers;
- Call for aggressive action (federal and state) on the nation-wide algae bloom problems;
- Support renewal of the Water Resources & Development Act and dredging of the ICW;
- Support programs to prevent invasive species that threaten the health of our waterways;
- Be prepared to lobby for projects positively impacting waterways and boating in federal infrastructure proposals expected from the Administration in 2018.
MRAA, Industry Calls for Creation of Outdoor Recreation Offices in All 50 States
The Outdoor Recreation Roundtable, of which MRAA is a member, last week called for governors in all 50 states to establish an Outdoor Recreation (OREC) Office and reaffirmed its commitment to working collaboratively with state leaders to advance outdoor recreation priorities across the country.
This call follows last week’s National Governors Association Winter Meeting in Washington, D.C., during which ORR met with several governors and Interior Secretary Ryan Zinke to discuss the importance of the outdoor recreation industry to state economies. The discussions between ORR members and participating governors, including Govs. Matthew Mead (R-Wyo.), John Hickenlooper (D-Colo.) and Gary Herbert (R-Utah) centered around the need for OREC offices in every state to facilitate greater public participation in outdoor recreation activities and generate stronger local economic activity. Each governor was honored for his contribution to the great outdoors and was presented with a commemorative challenge coin for the commitment to delivering prosperity and fun through outdoor recreation.
“OREC offices have proven to be exceptionally effective at encouraging greater use of the great outdoors,” said Derrick Crandall, ORR president. “Greater participation in outdoor recreation means a stronger economy – something each of the governors we honored last week fully understands. As the prime months for outdoor recreation are upon us, we encourage all governors to join their peers who are already experiencing the benefits of an OREC office in their state.”
OREC offices play a critical role in increasing outdoor recreation participation by working with local communities to improve infrastructure, coordinating recreation efforts statewide and promoting the benefits of engaging in outdoor recreation among the citizens of their state. To date, OREC offices have been established in eight states: Colorado, Montana, North Carolina, Oregon, Utah, Vermont, Washington and Wyoming.
“It was an honor to welcome so many leaders who share in our enthusiasm for enhancing outdoor recreation in the United States,” said Frank Hugelmeyer, ORR vice chair and president of the RV Industry Association. “As the nation’s premier outdoor recreation coalition, ORR looks forward to working with the nation’s governors to develop OREC offices in all 50 states so that we can maximize the rapidly growing economic impact of our industry nationwide.”
Earlier this month, the Outdoor Recreation Satellite Account of the Bureau of Economic Analysis – the government agency responsible for reporting U.S. GDP – calculated for the first time the outdoor recreation industry’s annual gross output: $673 billion, or 2 percent of GDP, which surpasses other sectors such as agriculture, petroleum and coal, and computer and electronic products. The report also showed the outdoor recreation industry’s GDP has increased an average of 4.4% since 2012, significantly greater than the 3.6% average increase in the overall U.S. GDP. This is the latest evidence of the rapid growth of the outdoor recreation industry.
ORR was formed in February 2018 with the merger of the Outdoor Recreation Industry Roundtable, a coalition of America’s leading outdoor recreation trade associations, and the American Recreation Coalition, an organization of recreation interests that has had a significant and positive impact on outdoor recreation for more than three decades.
Key Senate Committee Approves Modern Fish Act
Last week, the U.S. Senate Committee on Commerce, Science, and Transportation approved S. 1520, the Modernizing Recreational Fisheries Management Act of 2017, commonly referred to as the Modern Fish Act. This legislation calls for critically important updates to the oversight of federal fisheries, including adding more tools to the management toolbox, improving data collection techniques, and examining some fishery allocations that are based on decades-old decisions.
Chris Manusco of the Theodore Roosevelt Conservation Partnership recently penned a great analysis of the bill and it’s potential benefits for recreational anglers.
MDCE 2018 Issues Call for Presentations
Organizers of the Marine Dealer Conference & Expo are seeking educational session proposals from potential speakers for the 2018 conference, which will take place Dec. 9-12 in Orlando, Fla.
Each year, MDCE show producers strive to build an educational event that gives dealership owners, managers and employees the tools and insight to improve their performance in areas such as sales, leadership, service, marketing, parts, accessories, finance and insurance. The deadline for submissions is March 22.
“We seek out new guidance from the dealer community to build a fresh educational line-up each year,” says Liz Walz, vice president of the Marine Retailers Association. “In researching and selecting speakers and topics, we focus on not only the strategies for success dealers tell us they need most in a changing market, but also what attendees require to implement these strategies and achieve measurable results when they return to the business.”
In addition to soliciting presentations and workshops on business topics that are timely, informative, applicable to the marine industry and offer concrete takeaways, organizers seek presenters who can successfully engage, educate and motivate a large and diverse audience of marine retailers.
“In every aspect of MDCE, we look for ways to improve the experience and value we offer to participants,” says Tim Hennagir, editor of Boating Industry. “Given the priority our attendees place on education, we put particular focus on raising the bar in this area.”
If you have an idea for an educational seminar that would make a meaningful contribution to MDCE 2018 and the presentation skills to engage and inspire the conference’s audience, please submit a proposal or email Liz Walz for additional information.
OEM Boat Show support is only the tip of the iceberg
The take away from another Miami Boat Show is always the amazing amount of manufacturer’s support for their dealers at the show to guarantee their brands are well represented in front of world’s largest boating audience. Major financial investments with impressive displays and reinforced staffing.
I took particular note of the investment because of the conversations we are having with boat builders to help their dealers continue the exceptional experience after the show is over. Once the gates close, all focus turns to the delivery process and the oh-so-critical follow-up for the numerous leads collected. And of course, once they buy, we need to elevate the ownership experience from a customer relationship management and service standpoint.
Nearly every manufacturer supports their dealers during show selling season, but only a few continue this level of support beyond the show, during what all indications suggest is the most critical time of the cycle.
You see, once the boat leaves the factory, the dealer takes over, and to deliver an exceptional customer experience that creates higher customer satisfaction that results in loyalty, repeat business, referral business, raving fans, and lifetime customers, it’s the ownership experience that needs the most attention and investment. This requires more than product knowledge and sales training. It requires that the dealer and its employees are operating on all cylinders in every department.
Our trip to the Miami show proved that there are more manufacturers than in recent memory who are looking to put a focus on dealer development, and we are thrilled to be a part of that conversation. From the numerous performance-minded benefits we offer, to our world-class educational programs and all the way through to our blueprint for dealership success — Dealership Certification — our one and only mission here at MRAA remains focused on helping dealers grow and find greater success.
This is exactly the reason that MRAA now delivers a one-of-a-kind educational curriculum for our industry’s Certified Dealers. MRAA and its training partners deliver timely real-world dealership development that continues the improvement process for our already strongest dealers — and the brands they represent — with a modern educational curriculum that ensures dealers stay current with up-to-date technology and retail practices.
I encourage you to take a fresh look at what MRAA and Dealer Certification can do for you and your business.
Secretary Zinke announces $60 million to promote fishing and boating and $14 million to BIG
WASHINGTON – U.S. Secretary of the Interior Ryan Zinke today announced a $60 million cooperative agreement with the Recreational Boating and Fishing Foundation (RBFF) to help retain and recruit recreational anglers and boaters of all ages. Zinke is also announcing $14 million in Boating Infrastructure Grants (BIG), which support water-related outdoor recreation and tourism by improving facilities for large transient recreational boats across the country.
The Secretary made the announcement prior to attending the “Saluting the Nation’s Governors as Champions of the Great Outdoors” event, which was hosted by The Outdoor Recreation Roundtable and The Great Outdoors Month® Council.
“Outdoor recreation is a key part of our American heritage, and boating and fishing in particular are how many Americans enjoy our public waters,” said Secretary Zinke. “The new cooperative agreement with RBFF is going to make sure we are reaching new anglers and boaters from all ages to get out on the water. The BIG grants help ensure that those new recreationists, as well as those who have enjoyed these activities for years, experience improved access to fishing opportunities with safer and more user-friendly recreational boating facilities.”
The five-year, $12-million-per-year RBFF agreement will allow the U.S. Fish and Wildlife Service (USFWS) and RBFF to work together to bolster angler and boater numbers while engaging outdoor enthusiasts in natural resource stewardship. The USFWS BIG program provides funding through excise and other taxes on certain fishing equipment and boating fuel to support dedicated boat tie-up facilities and associated amenities to help Americans enjoy the nation’s waters.
“The Recreational Boating and Fishing Foundation, in partnership with the Secretary of the Interior, the U.S. Fish and Wildlife Service, state natural resource agencies, and industry stakeholders has increased fishing participation by nearly 20 percent over the past 10 years,” said Glenn Hughes, American Sportfishing Association’s (ASA) Vice President, Industry Relations. “ASA is very pleased that RBFF’s grant was renewed for another five years, ensuring that there are a many programs and campaigns to recruit, retain and reactivate anglers.”
“The role of RBFF and the work they do helping Americans get on the water, which in turn supports the conservation and restoration of our nation’s aquatic resources, has an incredibly positive and lasting impact on the recreational boating and fishing industries,” said Thom Dammrich, President of the National Marine Manufacturers Association. “We applaud the Department of the Interior for recognizing RBFF’s significant contribution to outdoor recreation, and we look forward to continuing to support their efforts on behalf of the 142 million Americans who go boating each year.”
BIG Program
Nearly $10 million will be awarded competitively for 10 projects in seven states under the BIG Tier II subprogram. The Service will also release $4 million to fund 33 projects in 23 states, commonwealths and territories under the BIG Tier I subprogram. States and their partners will provide more than $16 million in non-federal matching funds toward these projects. These grants are awarded on an annual basis. A full list of projects and funding can be found here.
Funding for the BIG program comes from the Sport Fish Restoration and Boating Trust Fund. Since its inception in 2000, the BIG program has awarded $194 million to projects for large transient recreational boats, including the construction of more than 5,000 berths for boaters across most states and U.S. territories.
BIG funds support a wide variety of infrastructure features that add to the safety and enjoyment of America’s waters. These features include restrooms, bulkheads, day docks, dinghy docks, transient slips, mooring buoys, floating docks and fixed piers, dockside water supplies, marine fueling stations, and navigational aids such as channel markers.
RBFF Agreement
Like the BIG program, this agreement is funded through the Sport Fishing and Boating Trust Fund. In FY 2017, this trust fund provided $349.4 million in sport fish restoration funds to states, insular areas and the District of Columbia to conserve, protect and enhance fish, wildlife, their habitats, sport fishing and recreational boating opportunities.
RBFF was selected as the grant recipient due to its extensive experience and proven success in marketing, outreach and education to increase angling and boating in the United States. Since its inception in 1998, RBFF has spearheaded innovative national outreach and education programs to promote fishing and boating and to educate the public on its conservation benefits.
RBFF’s work has had impact on many levels. For example, RBFF launched its 60 in 60 campaign in 2016, which seeks to reach 60 million anglers in 60 months. The Association of Fish and Wildlife Agencies, which represents all 50 states, several federal agencies, and industry, has embraced this campaign and is working with RBFF to reach this ambitious goal. In addition, First Catch Centers are being piloted to bring angling skills to new participants. Several of these will be on Department of the Interior lands in Pennsylvania and Texas (including at the John Heinz National Wildlife Refuge, Laguna Atacosa National Wildlife Refuge, and Inks Dam National Fish Hatchery).
