Digital Marketing Strategies

• 7 tactics to help your dealership acquire more customers

In today’s digital-first marketplace, it’s important to have the correct insights so you can enhance your online marketing efforts to help your dealership attract and acquire more customers.

Here are 7 strategies to enhance your digital marketing:

  1. Seize the Opportunity: Outdoor living and recreation, of which boating plays a vital role, continues to be a rewarding experience for people everywhere. With the increase in boating interest, especially post-pandemic, it’s essential to capitalize on the growing audience of boaters. As some dealers may scale back their marketing, investing in digital marketing now, even in a softer market, can give you more exposure.
  2. Optimize Digital Ads: Use digital ads effectively by incorporating geo-targeting to reach local customers or targeting individuals who are actively searching for specific types of boats. This can help attract buyers and generate quality leads.
  3. Create a Strong Online Presence: Your dealership’s online presence is an extension of your physical dealership location. This integration allows you to leverage customer data, build trust, generate leads and increase your closing ratio with less effort.
  4. Personalize the Experience: We’ve heard that customers are so demanding now. But in reality, they just seek a personalized buying experience. That’s why it’s important for you to utilize digital tools to deliver on these expectations. Your team should be capturing the types of boats customers have browsed and suggesting relevant and related options, saving their searches and budget parameters for any future interactions.
  5. Build Relationships: Personal connections are as valuable as ever. Your digital marketing — using email journeys, targeted ads and interactive social media campaigns — affords you the chance to make each message more meaningful. Having a timely response plan in place will let you connect personally and earn the sale.
  6. Post-Sale Engagement: You cannot ignore buyers after the sale! Create a post-sale customer engagement calendar for support and nurturing. This will maintain the relationship, encourage referrals and can lead to more positive online reviews.
  7. Leverage Digital Retailing Technology: By investing in digital retailing technology to learn more customer intelligence before the sale, you can add to your already existing customer database, equipping your sales team with more pertinent information to improve these intimate conversations.

In order to stay competitive in the ever-evolving marine retail landscape, you have to invest in digital marketing. Your dealership’s ability to adapt and master your digital footprint can help you better connect with customers and sell more boats.

MRAA resource cover image

MRAA resources with best practices for acquiring more customers:

[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.]

Enhance Your Dealership’s Online Presence

• 7 ways to connect with your digital customers

We don’t have to tell you that the world is no longer only doing business as brick and mortar. Consumers seek digital shopping experiences – from purchasing groceries to tents to boats – in the comfort of their own home and on their mobile devices. They do much of their product research online, operating digitally before they even set foot in a dealership. That’s why is critical to create a strong online presence for your dealership and brand.

These 7 steps will help you improve your store’s digital approach and, in turn, create more opportunities to connect with customers and give them the experiences they seek.

  1. Virtual Showroom: We have all heard the term virtual showroom. It became really popular in 2020 during the pandemic. However, making the changes necessary to make your website a virtual showroom is as important as ever. You need to improve the online shopping experience by making sure your inventory is up to date and showcases the boats — with supportive images and videos – available at your physical location(s).
  2. Quality Photos: Every online listing needs high-quality and unique photos. Stock manufacturer-supplied photos work for showing a boat’s attributes, but they don’t create the same level of engagement as your unique pictures. Custom images provide evidence of the boat’s look, condition and location and adds to your credibility.
  3. Interactive Features: Adding 360-degree experiences within gallery or live-action walk-through videos are superior to only having static images of boats. Not every customer wants to go to a lot to explore a boat — at least until they are closer to making a purchasing decision — so your ability to accommodate a simulated on-site experience will engage more customers and allow them to browse on their time and their terms.  
  4. Simplify the User Experience: If you’re going to do this, make certain your online experience is user friendly and has the ability to capture information. You want your site to be able to know what boats someone has already browsed and suggest other appropriate options. The same goes for inputs for budget and boat types. Your ability to remember customers lets you personalize their shopping experience upon their return.
  5. Lead Generation & Follow-Up: Capturing leads is essential for your business and sales team. One easy way to ascertain leads is to create a quarterly, monthly or weekly newsletter. Add simple forms for customers to complete to get more information or to schedule meetings with your sales associates. This information is helpful because it helps your team follow-up and engage leads with personalized communication that reflects their interests and preferences.
  6. Content Marketing: You’re dealership and employees are boating experts and guides that can help your customers during their ownership journey. That’s why it’s wise to paint yourself as a marine industry thought leader by sharing blog posts, how-to articles and educational videos. Plus this organic content can help drive traffic to your site, exposing more consumers to your brand, products and services.
  7. Mobile Optimization: Let’s face it, nearly everyone you know has a smart phone. More and more consumers are shopping exclusively by using their mobile phones. Your website must be mobile friendly and quick. Interested buyers won’t stick around if your site takes forever to load, is difficult to navigate or looks terrible on a smart phone.

You can attract online customers and provide them with a desirable shopping experience by simply focusing on these areas. They may visit your online storefront numerous times before contacting your team or visiting your showroom, so give them the experience they seek and meet them where they are. By establishing this level of support and interweaving online shopping with brick-and-mortar support, you can help build trust with these potential customers, generate leads and boost your sales.

2023 revised MRAA Operation: Keep Your Customers Boating Guide

MRAA resources offering tactics for improving your digital presence:


[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.]

What Business Are You Really In?

If I were to ask you, “What type of business do you own?” you would probably say something like: “We sell and/or service boats!”

But that’s NOT really the business you’re in. 

First and foremost, you’re in the business of customer acquisition.

Because you can’t sell and service boats if you don’t have buyers.

Duh. It’s pretty obvious, right?

And yet, most dealers dedicate a minimal percentage of their time and energy to their marketing. And they don’t have a plan.

What about you?

How much time have you dedicated to your marketing strategy?

I’m challenging you today to shift your paradigm. Marketing is the driver of your dealership business.

Your marketing impacts both the QUANTITY and the QUALITY of your customers.

It’s time to get serious about your marketing. You need to have a plan.

You need to commit time and/or resources to the execution of that marketing plan.

No matter “what you do” in your business – if you can’t attract the right customers, you can’t do it.

Give your marketing the time and attention it deserves. That’s my challenge to you as we move into 2024. Please feel free to reach out to me if you’d like some help.

Danny Decker

About the Author: Danny Decker is an author, speaker, serial entrepreneur and marketing consultant. Danny is a frequent speaker, Dealer Week educator, a contributor to Forbes.com, and hosts the Marketing Simplified Podcast. His book, “Marketing Simplified,” is currently available on Amazon.com and other retailers. Learn more, download a free marketing resource and connect with Danny at www.DannyDeckerMarketing.com.

More Danny Decker marketing tips are available at MRAATraining.com.

View Danny Decker Courses

Avalon Pontoons Joins MRAA as a Platinum Partner

MINNEAPOLIS — The Marine Retailers Association of the Americas announces that Avalon Pontoons has joined the MRAA as a Platinum Partner Member.  

Through Platinum Partner Membership, Avalon Pontoons supports the MRAA, its programs and the opportunities the association provides the dealer body to fuel the industry’s success. Commitments from Platinum Partners like Avalon allow for expanding MRAA’s offerings and create a positive, long-term impact for its members.

“This collaboration is a testament to our commitment to innovation, growth and delivering unparalleled value to our customers,” says Jim Wolf, CEO of Avalon & Tahoe Pontoons. “We strongly believe in investing in the future of the marine industry and there is no better way to do that than with the MRAA.”

Avalon Pontoon Boats, headquartered in Alma, Mich., is a vertically integrated builder, making everything from pontoons to framing to furniture in their facility. As a result, they have a higher degree of control over the production and quality of their products than if they were to outsource their components. Besides being luxurious and strong, all Avalon Pontoons are certified by the National Marine Manufacturers Association (NMMA). To receive certification, every Avalon pontoon boat meets or exceeds the industry’s strictest quality and safety standards. Certified boats also must pass rigorous annual inspections to retain their status.

“Our industry is at a pivotal moment in time, and we all have a vested interest in keeping our industry healthy,” adds Wolf. “The dealers who will remain strong through these times are the ones who are committed to better education and planning for success. The MRAA is a great resource to make this happen. This partnership is not just a business alliance; it’s a shared vision for excellence, and we are excited about the limitless possibilities that lie ahead.”

“It is rewarding to gain Avalon Pontoons, another NMMA Certified boat manufacturer, as an MRAA Platinum Partner,” says Allison Gruhn, MRAA VP of Business Development. “Their dedication to safety and quality aligns with our goals to serve the boating community and, by extension, the marine industry as a whole.”

About Avalon Pontoons
Avalon Pontoon Boats is a world-leading manufacturer of award-winning luxury pontoon boats that is committed to the art of the pontoon. For 50 years, Avalon has been passionate about creating artistic pontoon designs, rigorous high quality, and outstanding customer service. Check out our models and you will see a work of art for every budget, all of which include our Lifetime hull warranty and 10 Year bow to stern warranty for all other components. To learn more, visit https://www.avalonpontoons.com/ or call (+1) 800-334-2913.

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.

Correct Craft Unveils New Website

• New site offers comprehensive online experience, showcasing brands, history and exclusive resources.

ORLANDO, FL (January 9, 2024) – Correct Craft, a leader in the marine industry, is proud to announce the launch of its new website, offering a comprehensive online experience that dives into the company’s rich history, diverse brand portfolio, and other company related resources.

webpage for boat manufacturer Correct Correct

The recently unveiled website, accessible at www.correctcraft.com, serves as a central hub for marine enthusiasts, industry professionals and the general public interested in the company’s commitment to culture, excellence and innovation.

The website features in-depth information about all Correct Craft brands, videos providing a glimpse into the company’s service trips and other resources to learn more about what Correct Craft is all about. Visitors can explore the company’s history, mission and vision, gaining unique insights into Correct Craft’s impact on the industry and people.

Correct Craft CEO, Bill Yeargin, shares his perspectives on leadership, effective management and the marine industry through articles featured on the website in the resources section.  As a special promotion, visitors can also claim a free limited-time copy of his book, “Making Life Better,” by filling out a simple form available on the site.

Bill Yeargin, CEO of Correct Craft, expressed his excitement about the website launch, stating, “Our new website is a testament to our commitment to people, performance, and philanthropy. It serves as a platform to connect with our audience, share our values, and provide valuable resources to our community.”

Visit www.correctcraft.com today to explore the world of Correct Craft and experience the future of the marine industry.

About Correct Craft: Celebrating 99 years of excellence in the marine industry, Correct Craft is a Florida-based company with global operations. Focused on “Making Life Better,” the Correct Craft family includes Nautique, Centurion, Supreme, Bass Cat, Yar-Craft, SeaArk, Parker, and Ingenity boat companies, Pleasurecraft Engine Group, Indmar Marine Engines, Velvet Drive Transmissions, Mach Connections, Merritt Precision, Osmosis, Watershed Innovation, and Aktion Parks. For more information, please visit www.correctcraft.com.

A Roadmap to Winning in Service

• Pre-order the MRAA Service Management Special Report to help your dealership improve your service department’s overall performance.

By Jerrod Kelley & MRAA Education team

We have all heard the wise words: “Sales sell the first boat, and service sells the second, third and fourth.” Indeed, dealership service departments play a vital role in customer experience, business reputation and boat sales. Therefore, it is crucial to develop and apply effective service processes and best practices to keep this department and your dealership running on all cylinders.

Valuable Data & Resource
In the summer of 2023, the MRAA launched a Service Management Study to collect applicable information and priceless insights from service professionals across North America. Once the survey closed, the MRAA education team analyzed the data, using this analysis to create a new MRAA Service Management Special Report, packed with metrics, insights, resources and tools to help marine retailers advance their business.  

The report compiles data from top marine businesses, breaking down tangible differences that help the industry’s best shops excel, even in challenging times. The report explores multiple aspects of service management, including:

  • HR and management strategies
  • Dealer demographics
  • Service & parts operations
  • Employee & staffing resources
  • Department pain points
  • Process insights
  • Key service performance indicators

The Service Management Special Report will help dealerships – who struggle with resource limitations, staffing issues and managing day-to-day pressures – create better results and improve the service department’s overall performance.

By focusing on being a premium service provider, dealerships will not only meet the needs of their customers but also improve the environment for and retention of their staff, both of which are crucial for long-term success. The Service Management Special Report is a modern roadmap for winning in service and reaching a peak of excellence.

You can pre-order the 2023 Service Management Special Report, which will be delivered virtually in February 2024, to determine where you stack up against other dealers in the marine industry.

The report is $299 for non-members and $249 for MRAA Members. Dealer Week 2023 attendees in Tampa and Dealer Week Online participants receive an additional discount. See the QR Code on page 69 of the Dealer Week Float Plan. 

Dealer Week & Premium Service
Want to learn more about becoming an elite service provider? Be sure to register for Dealer Week Online (including the five Service & Parts Pathway courses) and explore the Service Management Certification produced in partnership between the Marine Retailers Association of the Americas (MRAA) and the American Boat and Yacht Council (ABYC). Learn more and register at: MRAA.com/ServiceCertification.

Finally, if you’re an MRAA Silver Member, visit MRAATraining.com on March 2, 2024, to watch Ziebron’s course “Get on the A-List for Premium Service Success,” where you will learn to:

  • Understand how becoming an A-List shop benefits everyone at the dealership.
  • Uncover the elements of premium service success.
  • Identify beneficial areas of improvement for your shop.
  • Apply significant elements to become an A-list service shop.

Savannah Boat Works Commits to Supporting MRAA Through Platinum Partnership

MINNEAPOLIS — The Marine Retailers Association of the Americas announces that Savannah Boat Works has joined the MRAA at the Platinum Partner Membership level.  

Through Platinum Partner Membership, Savannah Boat Works supports the MRAA, its programs and the opportunities the association provides the dealer body in an effort to fuel the success of the industry. Commitments from Platinum Partners like Savannah allows for the expansion of MRAA’s offerings and creates a positive, long-term impact for its members.

“We are very excited to partner with MRAA and be a part of such a wonderful organization,” says Alesha Strickland, Representative at Savannah Boat Works.

Savannah Boat Works, headquartered in Four Oaks, N.C., was founded on a dream. Born from the owners personal pursuit of his own perfect boat – a versatile fishing boat that could be an inshore and offshore fishing boat or family boat, crafted in every detail to match the boat he had envisioned for years. Now occupying a 20,000-square-foot facility in North Carolina with future plans for expansion.

“It’s rewarding to add another Platinum Partner that will align themselves with our mission of supporting marine dealer success,” says Allison Gruhn, MRAA VP of Business Development. “We look forward to the unique perspectives that Savannah Boat Works will bring to our member community as we collectively work to enhance the boating experience and industry.”

About Savannah Boat Works
Savannah Boats offers seven vessels from bay boats, skiffs to deep Vs. Savannah vessels feature state of the art materials with no wood, 100% composite hull construction and foam floatation. All seven models offer a smooth and exceptional ride separating Savannah boats from its competition. For more information, visit: https://savannahboats.com/ or contact info@savannahboats.com, (+1) 919-495-6388.

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.

2024 Discover Boating Boat Shows Set to Kick Off

• The New Year of Boat Shows Begins Next Week in Atlanta, Boston and Chicago

Kicking off the 2024 winter boat show season, in partnership with Progressive Insurance®, are the Discover Boating Chicago Boat Show, January 10-14, and Discover Boating New England Boat Show, January 10-14, and Discover Boating Atlanta Boat Show, January 11-14. To engage current boaters and bring in new customers, plans for 2024 Discover Boating boat shows include an increase in floor plans and exhibitors, robust marketing plans and a host of immersive experiences and entertainment.

The Discover Boating Beach Club, which launched in 2023 in New York and Chicago, is expanding across four markets, and will return to Chicago and launch in New England next week. Similar activations will take place across Discover Boating boat shows, including the Lake Life Lounge in Atlanta, reimagined with a host of new activities for show goers.

Boat Finder returns in 2024, engaging customers now in the boat-shopping process ahead of the show they plan to attend. The 2024 tool features a new design and layout to drive more shoppers to boat brands and dealers.

2024 Discover Boating boat show schedule:

Marketing Resources
The Discover Boating Boat Show Partner Toolkit includes a host of marketing assets for dealers and manufacturers. Make sure to also follow and engage with Discover Boating shows on social media across Facebook and Instagram. Contact Sarah Salvatori for more information and media requests, ssalvatori@nmma.org.

Intentional Action

• MRAA Guide to Navigating 2024: 11 Strategies & 60+ Tools to Help Your Dealership Find Success in the New Year

Some economic experts out there are predicting impending challenges in 2024. From the banter about election-year concerns to a bound-to-happen recession, the picture that is being painted by many is that the sky may actually be falling. I like Chicken Little, but I think even he would realize that by adjusting his mindset, he can maintain his clarity and confidence to focus his energy on controllable things, not the areas he cannot control.

On Sunday, Dec. 31., my pastor shared his word for 2024 — Intentional! He went on to say that things don’t happen by accident but through intention. “Having your intentions in the right order is important for 2024,” he added. I am sharing this to remind you that being intentional this year will help you, your employees and your dealership.

Siri defined intentional to me as “done on purpose, deliberate.” Similar words are intended, voluntary and conscious. And Merriam-Webster.com suggests intentional differs from these other adjectives because it “stresses an awareness of an end to be achieved.” To me, this sounds a lot like you and your team building a plan for 2024 rather than letting it haphazardly happen to you. You can directly influence how the new year goes by being intentional with your actions, efforts and objectives.

I am a fan of retired Navy Seal, author and podcaster Jock Willink. While he is known for many things and phrases, I particularly like his use of “here and now.” I have heard this saying used by Jocko and in other motivational podcasts to inspire people to overcome procrastination, obstacles and bad habits. It’s also a way to remind yourself to be intentional. From your dietary habits to your education to your physical and mental fitness, it’s about being intentional in your approach and doing it here and now!

But how do you seize the day, every day, to ensure you are being more intentional and plotting the right course for 2024? That’s where we come in. The MRAA created a brand new resource to re-establish your confidence and help you make the best decisions to drive success for you and your team.

business navigation guide for 2024 with tips for intentional action

The brand-new MRAA Guide to Navigating 2024 offers 11 strategies to help strengthen your dealership to help it withstand any uncertainty in the year ahead. The guide also supplies you with more than 60 tools and resources you can use to implement these strategies so you can confidently face your obstacles head-on.

Intentional is a meaningful word for the marine industry and its leaders in the new year. Your year of intentionality starts here and now! Download the 27-page Guide to Navigating 2024.

Not an MRAA Member? Get a Special Preview to Guide to Navigating 2024 here.

Providing Customers with Answers to Enhance Their Boating Experience

You need to know what your boating customers are reading and seeking more information about to help create a better boating and boat-ownership experience for them. You must support your customers, especially first-time boat buyers, in their yearning to create positive experiences by enhancing their knowledge and skills.

Sites like DiscoverBoating.com can help you share educational and safety content with your customers. The “Top 10 Discover Boating Articles for 2023” below showcases the most viewed resources boaters (your customers) read last year to improve their ownership. These articles included boat model research, tips for operational safety and enhancing the boating lifestyle.

Boating article about buoys and channel markers
From articles about boat operation to parts of a boat to searching for the right vessel, Discover Boating recently shared it’s Top 10 most viewed stories of 2023.

The Discover Boating top 10 articles broken down by theme:

  • Boating operation
    • Navigation (buoys and channel markers)
    • Propellor pitch
    • Safety checklist & equipment
    • How to trim a boat
  • Boat knowledge
    • Boat anatomy
    • Living on a boat
  • Purchasing a boat
    • Affordable boats
    • Guide to small boats
    • Boats for families
    • Boats for fun & entertaining

Ideally, you can blend your dealership’s expertise with articles from DiscoverBoating.com and resources from b2bDiscoverBoating.com to create compelling articles and a library of materials to support their new boating lifestyle and keep them informed and educated. This level of sharing also helps your team connect with them in your follow-up calls, texts and emails. It also creates opportunities for you to share more information with them about the vessel they purchased from you and your experience in the local boating community.

Finally, these Discover Boating articles should inspire you to gather as a group at the beginning of each quarter to discuss blogs/articles your team can create to share your team’s knowhow about the boats and products you sell, address the most frequently asked questions you get from your customers and to provide operational tips for more successful outings on the water. When you provide them with answers and create more ownership success, you create happier boaters (and customers) who keep boating longer.

For more insights to help keep your customers boating in 2024 and beyond, check out the MRAA resource “Guide to a World-Class Customer Experience.”