MRAA Receives Top Honors From Midwest Society of Association Executives

The Marine Retailers Association of the Americas was honored at the Midwest Society of Association Executives 58th Annual Meeting on Tuesday, June 17 with the MSAE Award of Excellence for its “Shifting From What to Why” campaign.

Shortly after coming on board as MRAA president in 2011, Matt Gruhn embraced the mantra of Simon Sinek’s bestselling book “Start With Why.” Rather than simply focusing on what the association needs to do in order to function and be productive for its members, Gruhn instead directed his attention towards why the association exists. Since that time, MRAA has developed a “why statement” and uses it as the guiding light for all association business.

Through its “Shifting From What to Why” campaign, MRAA set out to increase association membership, gain recognition as a go-to marine industry resource, improve and enhance the value it offers members, and create lasting relationships among marine retailers and within the marine industry in general. Through its commitment to living the “why” versus “what” philosophy, MRAA experienced significant growth in its annual dealer educational event, the Marine Dealer Conference and Expo, increased membership by 203 percent over the past two years, and the MRAA staff ballooned from one to a total of nine as of June 2014.

“Other associations can learn from this shift,” commented one MSAE judge on MRAA’s award-winning entry in this year’s competition. “It shows great initiative and a very positive growth program.” The contest judges said MRAA’s award entry was “a great look at how leadership can impact an association. [It is a] positive way to make changes [and] it took one focus to drive it.”

The MSAE Awards of Excellence program started in 1995 and recognizes association activities and programs that make a difference within the associations themselves, the community at large or both. The accomplishments and activities of MSAE members are an example of how associations work to improve their communities, professions and industries.

“It is an honor and a privilege to receive the MSAE Award of Excellence, as well as a real testament to the fact that living for ‘why’ versus ‘what’ can absolutely transform an organization,” says Gruhn. “Simon Sinek’s proclamation of ‘People don’t buy what you do, they buy why you do it’ is a concept that MRAA has fully embraced as an organization. It’s become the backbone and guiding light for how we operate, and the difference it has made thus far in the impact we have on the industry and for our members cannot be overstated. It’s wonderful to be recognized for our efforts by MSAE, and we look forward to living up to this honor as we continue doing great work for our members and the industry at large.”

Present to accept the award on behalf of MRAA were Michele Rosacker, administrative assistant; Gruhn, president; Bart Zienda, business development manager; Sonja Moseley, director of certification and benefits; Mary Gillen, marketing coordinator; and Hannah Muerhoff, membership coordinator. Not present were Liz Walz, director of education, and Lindsey Johnson, content manager.

To learn more, visit the MSAE Awards of Excellence page.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas (MRAA), we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit

About the Midwest Society of Association Executives
Founded in 1956, MSAE represents and is devoted exclusively to the promotion, advancement and development of association professionals and the organizations they serve in Minnesota, North Dakota and South Dakota. MSAE is a professional association with more than 1,000 members, representing the interests of approximately 300 associations. For more information, visit MSAE.com.

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MDCE 2014 to Feature 12 New Speakers

The 2014 Marine Dealer Conference & Expo will feature the most powerful educational lineup in the history of the event, offering more sessions for today’s marine industry professionals than ever before. Twenty-four experts will provide 30 presentations at the MDCE, taking place Nov. 16-19 at the Orange County Convention Center in Orlando, Fla., and half of those speakers will be presenting at the event for the very first time.

To best serve its audience, MDCE organizers seek a blend of the foremost experts in marine retailing with leading authors and professional trainers who can offer fresh insight and best practices from other industries.

There are a total of 12 new speakers presenting at this year’s MDCE: Lisa Buller, ARI; Lauren de Vlaming, Dominion Marine Media; Tom Deans, Ph.D., Every Family’s Business; Chester Elton, The Culture Works; Jeffrey Englander, GE Capital; Ryan Estis, Ryan Estis & Associates; David Martin, Mar-Kee Group; Kelly McDonald, McDonald Marketing; Lenny Rudow, Dominion Marine Media; Samantha Scott, Pushing the Envelope Inc.; Matt Sellhorst, Boat Dealer Profits; and Brad Smith, ARI.

“These experts were chosen from the hundreds we consider each year because they have powerful, actionable ideas and practices never before featured at MDCE to share with our attendees,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “Dealers invest in MDCE to improve and grow their business, and we’re committed to supplying the strategies they need to achieve that growth, as well as the tools to put them in place when they return home.”

MDCE organizers use four tools to build each year’s educational agenda: The 2014 Pre-MDCE Dealer Survey, which is conducted each winter to gain insight into dealers’ unique needs in the current marketplace; the MDCE Call for Presentations, a process by which subject matter experts can submit ideas for educational sessions to organizers for consideration; attendees’ session evaluations from the prior year’s event; and insight from the MRAA Education Committee, a group of dealers and other industry insiders that provides guidance to organizers on a number of aspects of the MDCE.

The speakers returning to MDCE this year include Don Cooper, The Sales Heretic; Sam Dantzler, Sam’s Powersports Garage; Bob McCann, ARI; David Parker, Parker Business Planning; Jan Kelly, Kelly Enterprises; Pat Kennedy, Parker Business Planning; John Spence, John Spence Inc.; David Spader, Spader Business Management; and Valerie Ziebron, Yamaha Marine.

“We are thrilled to bring back each and every one of these experts,” says Boating Industry editor-in-chief Jonathan Sweet. “Their sessions and workshops have received some of the highest ratings from MDCE attendees in past years, and we’re excited for the new topics they are preparing for 2014.”

The 2014 MDCE has traditionally included three educational tracks, but in 2014, it has expanded to four tracks: Leadership, Sales, Marketing and Service Plus. A Closing Keynote address also has been added for the first time this year.

To learn more or to register to attend, visit MRAA.com/MDCE.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, the MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features pre-conference workshops, Opening and Closing keynote presentations, four tracks of educational content and 30 sessions in all. It will be held Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. For more information, visit MRAA.com/MDCE.

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Upgrades Made to Discover Boating Lead System

The Discover Boating Lead System introduced some new upgrades last Thursday, June 19.The system enhancements are designed to make the process of retrieving leads even simpler, including automating their delivery directly to your e-mail inbox.

As a Marine Industry Certified Dealership, it’s important that you take full advantage of your access to the DBLS. Every lead is a potential sale waiting to be made!

Recent DBLS upgrades include:

• Simplified criteria for Auto Retrieval Rules and User Settings
• Lead retrieval and management per brand
• User notification e-mails on number of leads waiting to be retrieved
• Enhanced e-mail features for communication with leads
• Instructional text pop-outs

The instructional webinar highlighting the DBLS enhancements and suggested best practices for nurturing leads is archived online. The recorded session is available for download on GrowBoating.org in the “Tools You Can Use” section.

If you are unable to access your GrowBoating.org account to retrieve leads from the Discover Boating Lead System, please contact Grow Boating manager Freya Olsen at support@growboating.org.

How Do I Make the Most of Sending an MICD Press Release?

Soundings Trade Only, Boating Industry, Boating Business Canada, IBI, etc. E-mail addresses for editors of the aforementioned magazines are most likely available on the individual publication websites; simply do some Googling, and you’re apt to come across the names and addresses you need.

When it comes to creating a distribution list for the consumer-facing release, you’ll also want to do a bit of homework to find the best local consumer news outlets. Target your local newspapers, regional magazines and television and radio stations. Use search engines like Google to help you locate names and e-mail addresses so you can do your best to personalize each note.

Plan to send both the consumer and trade releases exclusively via e-mail; rarely are these materials faxed or “snail-mailed” anymore. E-mail is the fastest, most direct route possible to the desk of the appropriate person.

When in doubt about the best person to address the release to, make a quick phone call and ask someone at the publication or station, “Who typically receives press announcements?” Get the proper spelling of that person’s first and last name, their e-mail address and phone number (if they’re willing to disclose this information). This way, your important announcement is most likely to end up in the right hands.

Always attach a PDF or Word Document of the press release to the e-mail, using the press release headline as the subject line of the e-mail communication. Also, write a personal note to the person whom you’re sending the release. No one likes to receive form e-mails; they seem impersonal. Address the e-mail “Hi [insert name],” or “Dear [insert name], and include a friendly message that follows a brief announcement of the news you’re about to impart, along with contact information for follow-up. Example:

Dear Al,

Hope this note finds you well. Enclosed please find the latest press release from ABC Marine. We’re excited to announce that ABC just became a Five Star Marine Industry Certified Dealership!

In order to achieve MICD status, ABC had to meet a stringent set of industry standards that counts us among the most elite marine retailers in North America. Best of all, this means that our customers always will know they can count on us for top-notch service before, during and long after the sale.

The complete press release is attached for your review. Please don’t hesitate to contact me with any questions related to our Five Star Marine Industry Certified Dealership designation.

Best,
Joe

After your salutation, insert your e-mail signature that lists all pertinent dealership contact info (phone, e-mail address, physical address, website, etc.) so someone can follow up with you if they have questions or need more information. Also, it’s a good idea to let media outlets know at the end of your e-mail that “High-resolution photography is available upon request.”

Keep in mind that many news outlets cannot publish stories in print or online without artwork, and you always should aim to make their jobs easier by letting them know photos are readily available (and in a high-resolution, print-quality format of 300 dpi, which stands for “dots per inch”).

If you don’t have photos of the dealership, arrange to have some taken. Find an employee at the dealership that’s somewhat technology savvy and has a decent camera (even iPhones work in a pinch) and have him or her snap a few shots from different angles. Anything that might show dealership personnel interacting directly with customers or has MICD signage visible in the background is ideal.

Follow these logical steps, and your dealership is well on its way to earning the MICD recognition it deserves!

For a link to consumer and trade press release samples, visit the 

MDCE Adds Fourth Educational Track to 2014 Lineup

The Marine Dealer Conference & Expo will offer conference attendees four different educational tracks to choose from at the upcoming event: Sales, Marketing, Leadership and Service Plus. MDCE takes place Nov. 16-19 at the Orange County Convention Center in Orlando, Fla.

This year, MDCE organizers decided to up the total number of tracks at the conference from three to four with the aim of helping dealer attendees drill down even further into the most pressing topics that affect their business performance in today’s retail landscape.

“With both dealer’s prospect base and the technology they use to communicate with customers and prospects evolving fast, we felt it was our responsibility to boost MDCE’s sales and marketing education,” explains Liz Walz, MRAA director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “That’s why we’ve separated the Sales & Marketing Track into two individual, stand-alone educational offerings.”

In addition to separating the Sales and Marketing tracks, another new development at MDCE this year is the newly renamed Leadership Track. Formerly called Powering Profits, the Leadership Track will address ways dealers can guide their team to successfully propel their businesses forward.

“In pre-conference surveys, dealers indicated that leadership and management were their top priorities in 2014,” says Boating Industry editor-in-chief Jonathan Sweet. “Wanting to deliver on those desires, MDCE organizers felt that it was in the best interest of attendees to dedicate an entire educational track specifically to leadership.”

The 2014 MDCE will offer 30 educational sessions in all, the most the event has ever offered, including seven Pre-Conference Workshops taking place Monday, Nov. 16. A Closing Keynote address also has been added for the first time this year.

To learn more, visit MRAA.com/MDCE.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, the MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features pre-conference workshops, Opening and Closing keynote presentations, four tracks of educational content and 30 sessions in all. It will be held Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. For more information, visit MRAA.com/MDCE.

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Develop a Master Service Advisor at MDCE 2014

In a marine dealership, the service advisor position is often responsible for making or breaking the customer’s retail experience – and the service team’s work experience. That’s why it’s critical to employ someone that excels at advocating for both the dealership and the customer.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., Yamaha Marine University instructor, service department guru and president of VRZ Consulting Valerie Ziebron will help MDEC attendees find and grow a Master Service Advisor in their dealership.

In her MDCE session, titled “Lessons Learned From the Master Service Advisor,” Ziebron will explore the mindset, tools and habits that allow these advisors to excel. The session takes place Wednesday, Nov. 19 from 10:30 a.m. to 11:45 a.m. ET as part of MDCE’s Service Plus Track.

“We learned through our pre-conference surveys that leadership and management are key areas of focus for dealers in 2014, and Valerie’s session centers on how to transform service advisors into outstanding leaders,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “With customer loyalty and employee satisfaction on the line, this is a critical piece of service department success.”

Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership and Service Plus — features five sessions. In addition to this session, the Service Plus Track will cover topics such as increasing marine accessories profits, building customer loyalty, boosting parts sales, and more.

“Valerie is a perennial MDCE favorite, and many conference attendees come to the event specifically to hear her speak,” says Boating Industry editor-in-chief Jonathan Sweet. “With her extensive background in service and parts, Valerie has her finger on the pulse of service department efficiency and productivity, areas that are of critical importance to a dealership’s overall health and financial success.”

The 2014 MDCE will offer 30 educational sessions, the most the event has ever offered, including the return of its popular Pre-Conference Workshops. The conference has traditionally included three educational tracks, but it has expanded to four tracks: Leadership, Sales, Marketing and Service Plus. A Closing Keynote address also has been added for the first time this year.

The MDCE is scheduled for Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. It has attracted an increasing number of dealers every year since 2007. In 2013, MDCE featured double-digit growth in dealer attendance, and MRAA’s goal is to grow the event to more than 1,000 dealer attendees.

To learn more, visit MRAA.com/MDCE.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, the MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features pre-conference workshops, opening and closing keynote presentations, four tracks of educational content and 30 sessions in all. It will be held Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. For more information, visit MRAA.com/MDCE.

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Make the Dealership Culture, Cash Connection at MDCE 2014

When you build a strong dealership culture in which employees feel vested in the business, it can unlock higher sales and profitability for even the most successful marine dealerships.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., leadership guru John Spence will present dealers with the tools they need to create highly satisfied, engaged and loyal employees that possess an “ownership” mentality.

In his MDCE Pre-Conference Workshop, titled “Culture = Cash,” attendees will learn how to help dealership employees embrace change, increase accountability, develop a strong sense of urgency, and maintain disciplined execution. Using a customized workbook, they will identify areas of strength and weakness in their dealership’s culture and then develop a plan to improve it. The workshop takes place Monday, Nov. 16 from 8 to 11:15 a.m. ET.

“Last year, MDCE attendees couldn’t get enough of John’s presentations on marine business strategy,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “He gives dealers the ability to implement best practices being used by the Fortune 500 to outperform their peers, and this workshop on dealership culture is no different.”

In 2014, MDCE Pre-Conference Workshop topics include leadership, sales, marketing, social media, succession planning, video production, and the service department. Each workshop will feature takeaways to help attendees implement what they learned without delay upon returning to their respective dealerships.

“John Spence was one of our most highly rated speakers last year, and many attendees asked us to bring him back in 2014,” says Boating Industry editor-in-chief Jonathan Sweet. “His concepts and ideas resonate with dealers, and we’re fortunate to have him with us at MDCE this November.”

The 2014 MDCE will offer 30 educational sessions in all, the most the event has ever featured. The conference has traditionally included three educational tracks, but it has expanded this year for a total of four tracks: Leadership, Sales, Marketing and Service Plus. A Closing Keynote address also has been added.

Pre-Conference Workshop seating is limited and is available on a first come, first serve basis. Attendees must select the workshops they wish to attend during the MDCE registration process and pay an additional fee. Discounts are available for MRAA retail members.

MDCE is scheduled for Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. It has attracted an increasing number of dealers every year since 2007. In 2013, MDCE featured double-digit growth in dealer attendance, and MRAA’s goal is to grow the event to more than 1,000 dealer attendees.

To learn more, visit MRAA.com/MDCE.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, the MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features pre-conference workshops, opening and closing keynote presentations, four tracks of educational content and 30 sessions in all. It will be held Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. For more information, visit MRAA.com/MDCE.

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USCG Announces Record Low Number of Boating Fatalities in 2013

On May 13, the U.S. Coast Guard released its report on recreational boating statistics for 2013 and announced a new record low of 560 boating fatalities last year. The fatality rate per 100,000 registered boats was 4.7, down 13 percent form a reported 5.4 in 2012.

“This is great news that confirms recreational boating is a safe form of family fun,” says MRAA president Matt Gruhn. “State and federal boating safety programs are working. Marine retailers are contributing to these educational efforts by providing in-house safety education. Many retailers also are providing on-water instruction.”

Other statistics released by USCG indicate alcohol use was listed as a contributing factor in 16 percent of boating-related deaths. When the cause of death was known, 77 percent of fatal boating accidents were caused by drowning and 84 percent were the result of not wearing a life jacket. In 20 percent of last year’s reported deaths, the boat operator had received boating safety education.

The total number of reported boating accidents in 2013 was 4,062, with a reported $39 million in property damage.

MRAA Opposes the Boat Occupancy and Teaching Act

Reacting to a recent boating accident in New York, Rep. Steve Israel (D-NY) introduced H.R. 4642, the Boat Occupancy and Teaching Act, May 20. There are no co-sponsors and no action is currently being considered. The bill has been referred to three House committees: Transportation, Ways and Means and Natural Resources.

H.R. 4642 would require the U.S. Coast Guard to establish the maximum passenger capacity (in pounds and number of persons) for recreational boats between 20 feet and 45 feet LOA. The placard displaying this information must be posted within 180 days of the bill’s passage in an area of the boat that’s clearly visible to boarding passengers and also on the flying bridge of the vessel.

In addition, the bill also would allow a state to enter into a contract with a local government or private entity to provide recreational boating safety education and would require a state to spend no less than 5 percent of the federal amounts it receives from the Sport Fish and Boating Fund.

MRAA opposes this bill.

Boating Industry Disappointed in Magnuson-Stevens Reauthorization Progress

On May 29, the House Committee on Natural Resources marked up H.R. 4742, the Strengthening Fishing Communities and Increasing Flexibility in Fisheries Management Act, with a vote of 24 (yes) to 17 (no). The bill was ordered for report to the full House of Representatives for a floor vote, which has not yet been scheduled.

This bill re-authorizes the Magnuson-Stevens Act that provides the fundamental framework for our nation’s fisheries management. The last re-authorization was in 2006, and it actually expired in September 2013.

Magnuson-Stevens was written to control commercial fishing by extending the legal boundary of the United States to 200 miles for fisheries management and setting catch limits. The act has not addressed recreational fishing issues, and many in the boating industry, including the Marine Retailers Association of the Americas, had told Congress about the need for a national recreational fishing policy. MRAA and industry supporters asked that Magnuson-Stevens be amended to include recreational fishing; however, H.R. 4742 failed to address the concerns of recreational fishing.

The bill did address a concern that the last re-authorization has caused economic hardship to some local communities and that a level of flexibility needs to written into the law. In some areas of the country, fishing communities are struggling. For example, a report from the National Oceanic and Atmospheric Administration stated ground fish revenues fell in 2012 in Massachusetts, New Hampshire and Rhode Island to as much as a four-year low. The bill hopes to address this concern by using a more science-based timeframe for fish stock restoration. These allocations for commercial and recreational fisheries are sometimes decades old and do not reflect current social, economic and environmental conditions.

“Because commercial and recreational fisheries are very different activities with dissimilar harvest, Congress must recognize that each require different management approaches,” says MRAA president Matt Gruhn. “MRAA will continue to work for the establishment of a recreational fisheries management policy.”