How to Use a DMS to Market Your Services & Inventory

More than merely an inventory and point-of-sale tool, a Dealer Management System (DMS) can assist you with marketing in various strategic and practical ways. Your DMS is the foundation for targeted, efficient, data-driven marketing campaigns. But what steps should you take to make the most use of your DMS?

Here are two effective examples of using a DMS to market your services and boat inventory.

1. Inventory Visibility & Syndication

A DMS tracks all inventory (new, used, in transit, etc.) in real-time and distributes it to multiple online platforms, including your dealership’s website, inventory aggregation platforms and social media through integrations. Furthermore, the DMS automatically refreshes all listings when inventory moves or changes:

  • Example: A boat, outboard engine or boat trailer is sold
  • Example: Pricing or photos are updated

This eliminates double entry, reduces mistakes and enhances the customer experience. Additionally, in the digital age, the faster your inventory is listed across these platforms, the sooner it can reach potential buyers.

2. Customer Data & Segmentation

A DMS stores your customers’ profiles, purchase histories, service records and contact information. This allows you to segment customers based on their behavior (e.g., past purchases, service visits), location or inventory preferences. Reporting tools provide insights into which inventory items are in demand and which must be sold quickly to avoid obsolescence. This data enables you to run targeted advertising campaigns, adjust pricing and promote high-margin or slow-moving inventory.

Furthermore, a CRM system integration can help you track each customer’s journey, from inquiry to purchase. If you’re not doing this, you’re hurting your ability to market correctly and connect with your customers and leads.

In addition to built-in automation features, integration with your CRM system helps you to:

  • Track leads generated by inventory listings
  • Send automated text messages or emails about similar inventory
  • Send automated text messages or emails about special order parts
  • Do seasonal promotions
  • Schedule service follow-ups

Forward-Thinking: A DMS to Market Your Services & Inventory

That’s why it’s vital to have a forward-thinking DMS that meets your needs and those of the ever-changing retail environment. It allows you to make informed decisions and take action to increase profitability. To learn more about ZiiDMS and its programs, visit ziidms.com/marine or contact: 800-721-7748; sales@ziidms.com.

About the Author

Sid Humphreys is the Regional Representative for ZiiDMS, an MRAA Platinum Partner, and has over 20 years of experience in the powersports, outdoor power equipment (OPE) and marine industries. Sid has a deep understanding of dealership workflows and how the right technology can help dealers succeed. Outside of work, he enjoys spending time with his family and engaging in recreational outdoor activities.

Headshot of writer Sid Humphreys, of ZiiDMS, wearing a black polo-type shirt with a yellow background

Regal Boats Upgrades to MRAA’s All-New Boat Brand Membership 

MINNEAPOLIS, APRIL 21, 2025 – The Marine Retailers Association of the Americas (MRAA) is thrilled to announce that Regal Boats has become the first manufacturer to upgrade to MRAA’s all-new Boat Brand Partner membership category. This partnership marks a significant milestone in MRAA’s ongoing efforts to support and enhance the success of the marine industry. 

A longtime Partner of the MRAA, Regal Boats upgraded its membership with MRAA, having been an Education Champion member for the past three years. Regal’s commitment to supporting MRAA’s mission of fueling the success of dealers through training and education has been unwavering. 

“We are excited to expand our relationship and become MRAA’s first Boat Brand Partner and are greatly looking forward to capturing more dealer development deliverables for our dealers,” said Jake Kuck, Vice President of North American Sales & Marketing at Regal Boats. “This partnership will allow us to connect our dealers with MRAA’s extensive catalog of programs, tools, education, and resources.” 

The Boat Brand Partner membership, launched in 2025, is designed to better serve boat manufacturers with dealer development tools that help their dealer networks become more successful. The membership provides boat brands, like Regal Boats, with exhibit space at MRAA’s Dealer Week Conference and Expo, in addition to a series of dealer development opportunities that provide turnkey, year-round access to training and education opportunities for the brand’s dealer network. This new Boat Brand Partner membership is open to all boat manufacturers. 

“We are incredibly thankful for Regal Boats’ years of support for MRAA and the important work we do to serve dealers,” said Allison Gruhn, Vice President of Business Development. “Regal’s dedication to supporting its dealers through its partnership with MRAA has been instrumental in our mission to enhance industry growth and success.” 

MRAA offers two Partner levels of membership that offer Dealer Development resources to Boat Manufacturers – this new Boat Brand Partner membership, and MRAA’s Strategic Partner membership. At the Strategic Partner level, more than 45 boat brands have already been introduced to MRAA’s significant dealer development programs and services. To learn more, contact Allison Gruhn at 763-333-2419 or allison@mraa.com. 

About Regal Boats 
Regal Boats is a family-owned and operated manufacturer of luxury performance boats from 20′ to 50′, dedicated to enriching lives through awesome boating experiences. Founded in 1969, Regal combines thoughtful design, quality craftsmanship, and a commitment to excellence to deliver boats that inspire joy on the water. With a purpose to Honor God and Enrich Lives, Regal Boats continues to lead the marine industry by fostering innovation, cultivating relationships, and upholding values that stand the test of time. Based in Orlando, FL, Regal distributes products through a dedicated dealer network worldwide.

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. 

Are you a boat manufacturer that would be interested in becoming a Boat Brand Partner? Learn more about different levels of Partner Membership here!

The Art of the Phone Call

You know you have invested time and budget into digital marketing that delivers because your phones are ringing, leads are coming in and interest seems high. However, if those leads aren’t converting, the missing piece might not be your marketing — it’s more likely your phone strategy. For many boat dealerships, the phone is the critical link between online interest and in-store appointments, yet it’s often overlooked. In this blog, we outline a proven, well-structured approach to phone lead conversion, with six strategies to sharpen your team’s skills, improve first impressions and help your digital marketing efforts truly pay off. It’s time to focus on the art of the phone call.

Tip 1: Marketing Success Isn’t the Finish Line

While a ringing phone or a full inbox may signal marketing success, it’s just the beginning. Actual sales happen when prospects transition smoothly from interest to action.

Your lead’s arrival is just the beginning — properly handling these leads is the key to unlocking their true potential. To maximize your leads, you have to do tracking and handling. Understanding where your leads come from helps you track your ROI on digital marketing campaigns. Remember, this first contact is often a customer’s first impression of your dealership, so a strong impression is non-negotiable!

Sharpening your skills for success is critical in sales.

  • Consider this: NHL forwards have faced off thousands of times in their careers, yet they constantly refine their techniques to be more effective. (Go Lightning!)
  • Likewise, you’ve answered the phone thousands of times—but are you doing it in the most effective way, every time?
  • We are here today to help you maximize your digital advertising efforts.
  • We will be focusing on the leads that arrive by phone.


Tip 2: Phone calls: The Essential Bridge

Phone calls serve as the vital connection between marketing efforts and closing sales. Ensure callers reach a salesperson — don’t fall into the trap of missed opportunities.

Here are five missed opportunities that can tear down your bridge:

  1. Missed calls: Nobody picks up and the customer never calls back.
  2. On-hold hang ups: The caller is put on hold, but hangs up out of frustration.
  3. Sales agent not available: Caller is transferred to a sales agent, but they are not available or they are not available at the time of the request. Either on hurts.
  4. Sales agent unable to answer customer questions: Customer connects with a sales agent, but they cannot answer the customer’s questions and request for more details on the boat. A lack of knowledge about the product can derail a sale.
  5. Sales appointment not established: Contact is made and boats were discussed, but an appointment to go deeper and to visit the showroom is not set.

The Art of the Phone Call - Bridge - missed opportunities


Tip 3: Build Rapport by Addressing Needs

The Art of the Phone Call - 3 core pillars of a great call

You’ve heard it a million times, building rapport is key. The easiest way to make a prospect like you is to answer their questions and make their call worthwhile.

When someone calls to inquire about a product — whether it’s a dinner reservation or a major purchase, like a wake boat — the person answering the phone plays a crucial role in shaping the shopper’s willingness to continue the conversation. If they reach out to a business seeking details beyond what’s available on their website, the way the representative responds can either encourage them to move forward or reconsider altogether. Sadly, more times, it’s the latter. An upbeat rep with product knowledge will make the phone call more enjoyable and makes the lead look forward to the dealership visit.

Tip 4: Three Core Pillars of a Great Call

The three core pillars of a great call, include:

  1. Create a positive experience — Create a positive experience by answering their questions — focus on excellent customer service.
  2. After earning trust, collect contact information — After earning trust, collect essential contact information: Name, email address and confirm the phone number from caller ID.
  3. Schedule a showroom visit or test drive (demo) — Guide the conversation toward scheduling a showroom visit or test drive. Always aim to secure the next step.

By following these three steps, you’ll see an increase in appointments and, consequently, in sales. You will increase your boat sales with a daily focus on your appointments that include:

  • Phone Calls
  • Web Leads
  • Be Backs

Tip 5: Interactive Training Methods

Utilize recorded calls from your website’s listings for team learning. Have the salesperson critique their performance and encourage group feedback for collective improvement. Leverage AI tools with microphones and speakers to simulate customer interactions. Let your sales team practice handling calls with an AI customer for effective training. For salespeople to truly adopt and apply these skills, accountability is crucial.

Tip 6: Follow-Up Makes the Difference

Log all prospect details in your CRM system. Follow up with an email or text thanking them for their time and interest. Include links to more information about the boat. A thoughtful email, combined with a polished signature, serves as a lasting reminder of your name and your dealership. Think of it as a digital business card that ensures your dealership and sales team member’s name stays in their mind. Remember following up after a sales call should be for total selflessness!
Use these two resources to avoid future missed opportunities:

  1. Dealer incoming sale call phone script
  2. Phone call follow-up

The Art of the Phone Call

In today’s market, digital ads might spark interest, but it’s the phone call that often determines whether a lead becomes a sale. By using a well-structured approach — built on responsiveness, rapport and follow-up — you can transform your dealership’s phone interactions into a powerful sales tool. Each call is a critical bridge between your online marketing and real-world showroom traffic, and with the right training and accountability, your team can walk that bridge with confidence. Implement these phone call strategies to not only improve conversions and manage your leads, but also to create a consistent, professional experience that keeps customers coming back.

By Bob McCann, MRAA Lead Certification Consultant & Mike Markette, Heartbeat Labs

EDITOR’S NOTE: This blog was built from the PowerPoint presentation from the April 30, 2025 MRAA Ask the Expert Webinar “Unlocking Success, One Click at a Time”.

Have questions or want to watch the MRAA Ask the Expert webinar for this content? Contact Bob McCann or click here.

Creating Engaging Digital Media Content for Your Boat Dealership

By Anna Tozzi-Barbay, Boatmart.com, an MRAA Education Champion

In the age of digital media, creating engaging digital media content for your dealership across various platforms can greatly increase your reach to potential customers. By ensuring that you are optimizing the benefits of each platform and utilizing the unique features that each offer for business accounts offer by putting out content that is tailored to your target customer base, your chances at a successful campaign are increased. Below are a few tips for creating engaging content for your dealership on digital media platforms so that you can create the best reach for your target market.

The Art of Content Creation

Creating content that is both informative and engaging will allow for your dealership to stand out in a competitive market. To do this, you must first understand your target audience. Understanding your customer base and their needs will allow you to create tailored content that will answer their questions, solve their problems and meet their expectations. This can be achieved in a few ways, depending on the platform you are using.
Professional-quality visual content is just the tip of the iceberg where catering to your specific audience is concerned. It must also be streamlined and concise. Among the content creation tools that you will find most valuable:

  • Engaging visual content created on a digital design platform like Canva, Designer, Adobe InDesign or something similar.
  • If you are building or maintaining your own website where you will publish a blog, find a user-friendly website builder or hire a webmaster who can maintain a website for your dealership.
  • Utilize social media management tools like Meta business suite.
  • Employ Search Engine Optimization (SEO) tools like Google Ads, Microsoft Advertising or similar ad management software to help you optimize reach.
  • Utilize video editing software to create more professional looking visual content.

Benefits of Digital Media

Digital media platforms offer a variety of different ways to reach your target audience. While some rely more on simple visuals, others support more video content and still others like dealership blogs offer more in-depth information on topics that might interest current and potential customers. Social media allows you to avoid a one-size-fits-all approach and reach a broader audience for the following platforms:

Blogs

A dealership blog offers several benefits. It allows you to establish yourself as an authority on your product, showcase knowledge on topics related to your business, build trust with your target audience, make finding your website easier by utilizing SEO methods, build your reputation as an industry leader and provide educational and engaging content.
A blog is going to offer your customers more in-depth information on a variety of topics and can be published on a schedule so that you are continuously publishing engaging and informative information. While you may want to hire someone in-house to create blogs for your dealership, outsourcing options are also available.

Facebook

While Facebook has been around for quite some time, Meta Business Suites by Facebook is a relatively new initiative that offers businesses a way to create and manage posts across both Facebook and Instagram, scheduling content to go up at peak hours and getting it in front of your target audience more efficiently.
Facebook can be best utilized to post professional photos, announce sales and promotions and engage with customers through both collecting reviews and engaging in posts. Facebook Live is also a great tool for offering visual tours of your dealership and engaging with your customers base in real time, allowing you to create more trust with your target audience.
Make sure your visual content is not over-edited and easy to read. Using the alternative text options is also a great tool for those customers who may benefit from this inclusion.

Instagram

Instagram is a great platform for visual content like photos and video reels. You can link your business Instagram to your Facebook account and schedule posts, reels and stories from the same Meta Business Suite that you utilize for your Facebook business page.
When creating content for both platforms, take your target audience into consideration for each post and tailor the content so that it finds those who will benefit best from its content. Remember, you are offering your customers a solution to a problem. When creating visual content, keep factors like age, location and interest in mind. Knowing your target audience demographic will not only help you to create more specific content, but also to know when to post this content throughout the day.
It’s best not to over-saturate your Instagram page with too many posts each day. Sticking to peak hours instead, which will optimize your posts visibility.
Using relevant hashtags is also a great way to increase reach, but keep those limited and relevant, as well.


TikTok

TikTok is the least formal social media platform in terms of what you can post for customer engagement. It offers a more personalized approach where you can perhaps have a bit more wiggle room to have fun. Much like Instagram, utilizing hashtags will increase your reach allowing your account to be more easily found. Fifty percent of TikTok users are over the age of 30, meaning you have the potential to reach tens of thousands of potential customers who are actively searching for boats.
TikTok is great for engaging in some of the platforms trending challenges that are designed to find a bigger audience. Come ideas for content, weekly how-to videos, fun showroom clips, maintenance videos and other promotional videos. Using a video editing app like CapCut to create professional reels will allow you to promote more professional looking content while still enjoying the more casual approach the TikTok offers.

LinkedIn

Unlike the above social media platforms, LinkedIn is more business-driven, connecting you with industry professionals and keeps you informed on industry trends and insights. While you can still share engaging visual content, LinkedIn’s more professional focus. By allowing your dealership to showcase its achievements and network, professional relationships can be fostered in a setting that allows for business growth.


Consider a Social Media or Content Manager

Does this all sound a bit overwhelming? Consider hiring a social media or content manager with expertise across these platforms to maximize your dealership’s digital reach and impact. A Social Media Marketing Manager will have the knowledge and experience to allow you to get your content in front of the most potential customers.

Anna C Tozzi of Boatmart.com - digital marketing professional

About the Author
Anna Cecilia Tozzi is a freelance writer with a passion for learning new things. With over five years of experience working as the business manager for a successful custom motorcycle and auto-rebuilding business, she specializes in creating engaging content that resonates with readers who have a passion for everything on wheels. When she’s not typing away, you’ll find this Jaqueline of all trades working as a personal trainer or performing with a dinner theater. For more articles by Anna, visit https://boatmediakit.com/blog/.

Include Soft Pulls in Digital Retailing

• Why aren’t more dealers and lenders leveraging credit-first soft pulls?

By Ken Hill, Managing Director for 700Credit, an MRAA Platinum Partner

Shopping for a vehicle comes with all kinds of stressors for a consumer — some of which can affect their relationship with the dealer and lender. The decision to require a shopper to undergo a credit verification can be stressful for many consumers — for different reasons!

Some consumers are worried about the score that will come back on the other end. Some are worried if the score will be high enough to qualify them for the RV or boat they’re really hoping to get. Others aren’t so much worried about the score that will come back, but they are worried that the act of running their credit specifically will “ding” their credit a little. This blog shares tips to help you include soft pulls in digital retailing systems.

Why are Soft Pulls so Effective Today?

These reasons are why soft-pull credit checks are so effective today. A soft pull credit check is similar to a mortgage prequalification check. It allows the dealer and lender to review a shopper’s credit score and financial standing, but it does not impact their credit score.

Soft pulls are important to dealers and lenders for multiple reasons. Perhaps a shopper is unsure if they can afford a specific RV or vehicle because of reduced cash flow during these uncertain times. A soft pull can alert them to their status if they’re pre-approved before moving forward with financing options.

Including soft pulls in digital retailing systems can strengthen consumer confidence and trust in making the right decision, and since they aren’t locked into anything they can resume shopping and even assess varying price ranges. They can also be beneficial to those who may be a little less confident about their credit standing. Perhaps they acknowledge their credit is poor but their RV or vehicle has broken down and don’t have to worry about having their credit “dinged” while reviewing exactly what they can afford next.

Soft Pulls are a Necessity with Digital Retailing

Sure, for all of these reasons dealers and lenders should be offering soft pulls. However, when you consider the era of digital retailing we’re now in, soft pulls are no longer a preference — they’re a must.

Research from SalesForce says that in a survey of 7,000 consumers, 53% would share personal data in exchange for a personalized shopping experiences1. Why is this important? Because today’s digital shopping process is all about personalization. 

This means soft pulls combined with a ‘credit-first strategy’ are imperative to the success of every dealer and transaction today. A fully personalized digital retailing system requires accurate monthly payment quoting — early on in the shopping process. Everything from vehicle selection, financing, credit eligibility, and trade-in valuations can affect a person’s payment composition. Obtaining credit at the beginning of the digital retailing process ensures a true personalized shopping experience that will help close more deals.

Credit-First and Soft Pulls Work Together

The right credit-first strategy, combined with a soft-pull approach is now enabling more seamless transactions in today’s digitized world of sales. Soft pulls work in concert with the credit-first approach and do not require a customer’s date-of-birth nor social security number. With just the customers’ name and address, soft-pulls allow an early-stage snapshot of the customers’ credit profile, and insights into their buying power before you start building any deal.

With interest rates changing more frequently right now, establishing the right credit tier and payment options early on in the shopping process will benefit everyone involved and build more trust into the process. There is nothing worse than a customer assuming or estimating the payment in his or her mind throughout the transaction process, only to learn just how much changed interest rates may affect the final deal inside the F&I manager’s office at the end.

Where Soft Pulls Benefit Other Areas of a Dealership

Aside from today’s digital shopping process, soft pulls can also benefit dealers in the service lane. Combined with solutions that include equity calculators, smart dealers are now easily integrating these features into their daily workflows as a way to build additional conquest opportunities.

These additional tools built with soft-pull technology are helping dealers and service managers offer quick valuation calculations to show customers how and where it might make sense to consider a new vehicle on the lot compared to the repair bill. This certainly benefits the customer make a wise decision, but it also helps dealers conquest a customer that may not originally be theirs, along with additional used and pre-owned inventory.  

Trying to build a digital retailing system for your dealership without soft-pull technology is like building a car without tires. It might look nice, but you won’t get anywhere anytime soon.

Include Soft Pulls in Digital Retailing

About The Author:
Ken Hill is managing director for 700Credit, an MRAA Platinum Partner, and a leading provider of credit reports, compliance, identity verification and soft pull products for automotive, RV, powersports and marine dealers in the U.S. For more information please visit www.700credit.com.

1: https://www.salesforce.com/content/blogs/us/en/2016/11/swap-data-for-personalized-marketing.html

What is Influencer Marketing?

5 Collaborative Campaigns for Boat Dealers

By Keona Frasier, Boatmart.com, an MRAA Education Champion

Standing out in the competitive boat sales market can be challenging, especially when trying to reach a wide and diverse audience. To break through the noise, many dealerships are turning to influencer marketing—a strategy that uses social media personalities to drive engagement and revenue by reaching potential customers in a more authentic, relatable way. By partnering with influencers, your dealership can amplify its reach, increase brand awareness, and build lasting relationships with your audience.

For boat dealerships, influencer marketing offers a unique opportunity to connect with boating enthusiasts across various demographics, or even increase sales during the offseason. Whether you’re catering to weekend recreational boaters or seasoned fishermen, influencer marketing can help you tap into the right communities. Here’s how to get started.

What is Influencer Marketing?

Influencer marketing is an organic strategy where social media influencers use their platforms to create authentic connections with their followers while promoting your brand. This approach lets you engage potential customers in a way that feels personal, without the hard sell of traditional advertising. By using influencer campaigns alongside your other marketing efforts, your dealership can build trust, expand its online presence, and ultimately drive sales.

Influencer Campaigns for Dealerships

1. Giveaways and Contests — Everyone loves the chance to win something, especially when it comes to boat accessories or discounts on new models. Giveaways and contests are excellent tools for attracting attention and generating excitement around your dealership.
Here’s how to leverage influencers for your giveaway campaign:

  • Have influencers showcase your latest boat models or demo popular accessories in their content.
  • Encourage influencers to share your contest or host a creative challenge, such as asking followers to submit their best boating photos.
  • Work with micro-influencers who often have dedicated, engaged audiences within niche boating communities.

2. Product Collaborations — Product collaborations let you tap into an influencer’s creativity to produce content that showcases your boats in action. This could include influencer-led boat tours, fishing trip vlogs, or on-water demos highlighting the features and benefits of your products.

Think of it like a celebrity endorsement — but tailored to your boating audience. By collaborating with influencers, you can create unique, shareable content that sparks excitement and enhances brand visibility.

3. Affiliate Influencer Campaigns and Sponsored Posts — Affiliate marketing campaigns are a great way to incentivize influencers to promote your dealership. Offer influencers a commission for every sale made through their unique affiliate links or discount codes. This strategy motivates influencers to push your products while giving you measurable results.

Sponsored posts are another effective option. Pay influencers to create and share content that promotes your boats, using targeted hashtags to reach specific boating communities. Transparency is key, so these posts should be labeled as paid promotions to maintain trust while maximizing your outreach.

Choosing the Right Influencers for Your Dealership

To get the most from your influencer marketing efforts, it’s important to choose the right influencers for your target audience. Whether you’re aiming to connect with weekend boaters, fishing enthusiasts, or luxury yacht buyers, partnering with influencers who already engage these groups ensures your campaign’s success.

For example, many influencers in the boating world focus on content like fishing trips, boating tutorials, or luxury yacht experiences. Collaborating with these influencers will not only boost your dealership’s visibility but also foster deeper connections with individuals who are passionate about the boating lifestyle.

With trends heavily favoring influencer-driven content, now is the perfect time to incorporate influencer marketing into your dealership’s strategy. For more tips and insights on enhancing your dealership’s online presence, check out our recent article on creating engaging digital content for your boat dealership.

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

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. For more articles by Keona Frasier visit https://boatmediakit.com/blog/.

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

By Keona Frasier, Boatmart, an MRAA Education Champion

Marketing requires time and resources, so boat dealers need to maximize their efforts. While some promotions are seasonal or event-driven, others can deliver value year-round with minimal updates. That’s where evergreen marketing comes in. Content that stays relevant over time can continuously attract buyers, keep existing customers engaged, and make the most of your marketing investment. Here’s how boat dealers can optimize marketing spend with evergreen content that keeps working for them.

1. Highlight Timeless Topics

While new model releases and special promotions are important, evergreen content should focus on topics that remain useful year after year. Consider subjects like boat maintenance tips, financing options, safety guidelines, or advice on choosing the right vessel for different activities. These topics don’t go out of style and help position your dealership as a trusted resource for boating enthusiasts.

2. Optimize for Search

Your customers are searching for answers online, so make sure your dealership’s content is easy to find. Whether it’s a blog post about the best boats for fishing or a video on proper boat winterization, optimizing digital content with relevant keywords and clear formatting can drive traffic to your site long after the content is published.

3. Repurpose Across Platforms

A single piece of content can be transformed into multiple formats to extend its reach. A blog post about top boating destinations can become a social media series, an email newsletter, or even a video showcasing those scenic spots. Repurposing content across different channels ensures you get the most out of your marketing while catering to different audience preferences.

4. Keep It Fresh and Get Creative

Evergreen content doesn’t mean “set it and forget it.” Reviewing your marketing materials regularly ensures they stay relevant. Updating statistics, swapping in new images, and refining messaging keeps your content engaging while maintaining accuracy.

5. Leverage Automation

Marketing automation tools can help dealerships keep their best content in front of the right audience. Scheduling social media posts, running retargeting ads, and using email drip campaigns ensure that your strongest content continues to generate leads and sales without constant hands-on management.

With these strategies in place, your dealership can maintain a strong, ongoing marketing presence while maximizing your budget. By creating and optimizing timeless content, you can keep your brand top of mind and drive business year-round — without having to constantly start from scratch.

 

How Boat Dealers Can Optimize Marketing Spend with Evergreen Content

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. For more articles by Keona Frasier visit https://boatmediakit.com/blog/.

MRAA Responds to Boating Industry Tariff Challenges

In response to the constantly changing situation around tariffs and America’s trade relations, the Marine Retailers Association of the Americas is working closely within the marine industry and the outdoor recreation industry at-large to minimize the impact on our members. As the National Marine Manufacturers Association dives into the specific impacts on their boat building and marine accessory members, MRAA is gathering information as the tariffs begin to affect marine retailers to illustrate the economic impact on our members across the United States and Canada.

With the 2025 American Boating Congress coming up May 12-14, there is an opportunity for anyone working in the recreational boating industry to come to Washington, D.C., and advocate on behalf of their business and the industry at large. Learn more and register for ABC here.

Tariffs on marine products — including boats, engines, trailers and critical components — as well as on raw materials like aluminum and steel, can disrupt current market dynamics by increasing costs, delaying production and delivery, and limiting product availability. These downstream effects not only impact manufacturers but also the dealers and retailers who bring these products to market and support customers long after the sale.

For marine retailers, staying in regular communication with all of your partners is critical at this uncertain time. As current MRAA Board of Directors member and former Chair, Jeff Strong said in a recent interview with Soundings Trade Only, “Communicate with your team, clients and vendors on a very consistent basis. We are being sure we are doing everything in our power to have delighted employees and clients who are raving fans of our boating lifestyle and its high importance for family values.”

Working in close collaboration with our partners at NMMA, MRAA advocates for tariff policies that support fair trade without imposing unnecessary burdens on American businesses. Together, we engage with policymakers, industry stakeholders and regulatory agencies to educate decision-makers on how tariffs affect marine businesses and to advocate for data-backed, transparent trade solutions that maintain the strength and competitiveness of the U.S. recreational boating sector.

Right now, we encourage you to reach out to the MRAA Government Relations Team to share how you are being impacted by current tariffs, as these case studies will be instrumental as we continue to meet lawmakers and trade policy experts on Capitol Hill. Click here to take the Tariff Impact Survey.

Currently, in pursuit of financial relief for the recreational marine industry, the MRAA is supporting Congressional efforts to repeal Trump Administration Tariffs notably though ending the emergency the Trump administration established which allowed him to enact tariffs under the International Emergency Economic Powers Act of 1977 (IEEPA). In particular, the MRAA is supporting a bipartisan resolution put forth by Senators Wyden (D-Ore), Paul (R-Ky), Schumer (D-N.Y.), and Kaine (D-Va) and another resolution, SJ-37, put forth by Senator Kaine, which has already passed the Senate, that would roll back tariffs on just Canada. While the first resolution was just introduced and is awaiting action on the Senate floor SJ-37, the Canada-focused resolution, passed the Senate with a favorable vote of 51-48. As these resolutions make their way through the Congressional process, the MRAA will continue to track and support them in hopes of finding relief for America’s small boating businesses.

The MRAA remains committed to supporting policies that foster growth, protect jobs and ensure that boating remains an accessible and sustainable lifestyle for millions of Americans. We stand with our members through these uncertain times and will continue to advocate for policies that strengthen the American recreational marine industry and ensure that boating remains a favorite and affordable pastime.

Please connect with Chad Tokowicz, MRAA Government Relation Manager, at Chad@mraa.com if you have any questions or concerns that you wish to discuss further.

From Lead to Loyalty – Designing a Stronger Customer Journey in Marine Retail

By Kim Whitaker, Marine Division Account Manager, Searchshop, an MRAA Platinum Partner

Lead generation has gotten more complex and so have today’s buyers. They’re not just looking for a boat, they’re looking for confidence, clarity and a smooth experience from start to finish. In a market that saw a 9% dip in new boat sales in 2024, every opportunity matters. And that includes every inquiry, every phone call and every digital touchpoint. So how do we make sure each one of those moments counts? How do we go from lead to loyalty, so we’re designing a stronger customer journey in marine retail?

From Lead to Loyalty — Start with the Right Leads

Not all leads are created equal. Some are just browsing. Others are ready to buy. The gold lies in recognizing the difference early on. That’s why it’s so important to prioritize bottom-of-the-funnel leads — those who’ve done the research, know what they’re looking for and are ready to act. That’s not to say the top-of-the-funnel folks aren’t important, but when the boat is in stock and the buyer is ready, it’s our systems that either makes the deal happen — or lets it slip away.

Own Your Digital Marketing Strategy

The days of “if we post it, they will come” are over. Today, owning your digital presence means being intentional about how your inventory is showcased, where it appears and how it’s connected to the buyer’s search habits.

Exposing your inventory across the right digital channels helps to:

  • Increase visibility
  • Drive more traffic
  • Create a steady stream of organic and qualified leads.

The stream flows when those listings are supported by strong SEO, lead forms and clear calls to action. By being proactive, dealers can stop relying solely on third-party marketplaces and take control of their customer journey from the very first click.

Systemize the Experience

Here’s where many dealerships get stretched: someone calls in, a form is submitted, a review pops up — everyone’s jumping in, but there’s no centralized flow. This is where a simple, streamlined system makes a world of difference.

Here are four helpful best practices:

  • Make sure every lead is routed properly and gets a prompt, personalized response
  • Track every touchpoint—call, chat, review, and follow-up—in one place
  • Assign follow-up tasks and visibility for peer accountability (everyone knows who has what and when)
  • Ensure reviews are acknowledged quickly, especially the critical ones
Embrace Complaints as a Gift

It’s never easy to hear that something didn’t go perfectly. But here’s the truth: only one in 26 customers actually complain when something goes wrong. The rest? They just leave. So when a customer does take the time to leave a review or call in a concern, they’re giving you a gift — a chance to fix it, connect and improve.

Did you know that 71% of customers say a fast response can dramatically improve their experience? And in an industry driven by trust and referrals, that follow-up may be the most valuable marketing you’ll ever do.

From Lead to Loyalty — Make It Holistic

A successful customer journey isn’t just about making the sale — it’s about making it easy, warm and memorable. From that first inquiry to delivery day (and well after), everything should feel thoughtful and connected. When your team has clear systems, visibility into performance and an intentional plan for follow-up, customers feel it. And when customers feel cared for, they become fans.

From Lead to Loyalty by Kim Whitaker, Marine Division Account Manager at Searchshop
Kim Whitaker, Marine Division Account Manager, Searchshop

As the marine industry evolves, it’s more important than ever to combine a strong digital presence with thoughtful customer engagement. With the right tools and mindset, dealerships can build more than transactions — they can build loyalty, reputation and long-term growth.

About the Author
With over two decades in outdoor recreation and a passion for helping dealers grow, Kim Whitaker, Searchshop’s dedicated Marine Division Account Manager will directly support MRAA members. She adds, ” I see incredible opportunities ahead for the boating industry, and I’m excited to be part of it.”

Kim, a graduate of North Carolina State University, enjoys volunteering in here free time, contributing to a local fun run and an annual Fourth of July parade. Connect with Kim at kwhitaker@searchshop.com.

Modernizing Marine F&I: How Digital Marketing and Technology Are Driving Profit and Customer Loyalty

By Brenda Cline-Kereakes, CEO of Line\5, an MRAA Platinum Partner

The marine retail industry is evolving. Buyers are more informed, more connected and expect seamless experiences at every stage of their journey — from researching a boat online to finalizing their purchase and financing options. As marine dealers work to keep up with these expectations, many are turning to a once-overlooked opportunity for profitability and long-term customer retention: Finance & Insurance (F&I).
While the concept of F&I isn’t new, how it’s delivered — and marketed — has changed dramatically. Today, the most successful dealerships aren’t just selling boats; they’re building ecosystems of protection, service and digital convenience that extend far beyond the showroom. And digital marketing is the bridge making it all possible.
Here’s how marine retailers can use digital marketing and technology to elevate their F&I performance and create lasting value for both their business and their customers.

Bridging the Gap: Digital Marketing and the F&I Opportunity

Let’s face it, F&I is often seen as an afterthought in the marine space. According to recent MRAA data, 39% of dealers report having no dedicated F&I department or manager. That means many dealerships are missing out on a critical opportunity to improve profitability, customer trust and retention.
The disconnect isn’t always due to lack of interest; more often, it’s due to a lack of knowledge or infrastructure. That’s where digital marketing can be a game changer.
By promoting F&I products before, during and after the sale through digital channels like your website, email and social media, you can:

  • Educate customers on the value of protection plans
  • Increase product awareness without pressure
  • Reinforce your dealership’s credibility and service-first mindset

Even simple actions — like adding educational FAQs about service contracts to your website or including warranty coverage reminders in email follow-ups — can drive major results.

E-Rating and E-Contracting: Speed, Simplicity and Trust

One of the most important advancements in marine F&I is the adoption of e-rating and e-contracting tools. These platforms allow dealers to instantly quote, customize and finalize protection products digitally — eliminating the paper shuffle that often leads to delays, errors, or lost sales.
From a marketing standpoint, these tools can be integrated directly into the sales process, providing:

  • Real-time transparency: Customers can compare coverage levels and pricing on-screen, which builds trust and reduces resistance.
  • Faster closing times: No need to fax paperwork or chase signatures — contracts can be completed within minutes.
  • A better overall experience: Smooth processes increase the likelihood of positive reviews, referrals and repeat business.
  • And here’s where digital marketing supports it all — by letting customers know that this fast, tech-enabled experience is available at your dealership before they even walk in the door.
Sales Follow-Up: Turning One-Time Buyers into Lifelong Customers

The power of F&I doesn’t end after the ink dries. A well-executed sales follow-up strategy is one of the most effective ways to reintroduce protection products and stay top of mind.
For example, a customer may decline a service contract at the time of purchase but reconsider after their first maintenance bill — or when preparing their boat for the next season. With personalized email campaigns, dealers can:

  • Offer service contract reminders at key milestones (e.g., 3 months post-purchase)
  • Promote accessory coverage during peak usage periods
  • Provide education on the benefits of financing add-ons with low monthly payments

This level of follow-up not only improves contract penetration but also demonstrates care and attention to the customer’s ownership journey — strengthening loyalty and lifetime value.

Unlocking the Service Drive: A Hidden F&I Goldmine

In the automotive world, the service lane is a well-established hub for selling extended coverage and additional products. In the marine space, however, it remains a largely untapped opportunity.
Here’s how marine dealers can change that:

  • Train service staff to recognize when a customer is a good candidate for extended protection
  • Offer easy financing options for service contracts or repairs, reducing the upfront burden
  • Integrate F&I messaging into service appointment reminders, receipts, or follow-ups
  • When supported by digital tools, these strategies make it easier to upsell and cross-sell without friction. Customers already trust your service team — so why not empower them to offer additional value?
Digital Content That Sells Without ‘Selling’

The beauty of digital marketing in F&I is that it doesn’t have to feel like selling. Content can be educational, supportive and timed to the customer’s lifecycle.
Some examples of content that marine dealers can deploy:

  • Short videos or graphics explaining the benefits of service contracts
  • Customer testimonials sharing how a protection plan saved them money
  • Checklists and how-to guides for seasonal boat prep, with subtle F&I product tie-ins

This kind of content doesn’t just inform — it positions your dealership as a trusted advisor, building the kind of brand equity that drives repeat business and referrals.


You Don’t Need a Huge Team to Get Started

One of the biggest misconceptions about F&I success is that it requires a full department or high-tech infrastructure. In reality, many tools available today are built for scalability — designed to work for both large operations and single-store dealerships.
Third-party providers can help streamline the process by offering:

  • Dedicated training and support
  • Technology that integrates with your current systems
  • Flexible, customer-friendly financing options for protection products
  • With the right partner and a proactive digital marketing strategy, even dealers without a formal F&I department can implement a system that supports revenue growth and customer satisfaction.
Digital Marketing and Technology Are Driving Profit and Customer Loyalty

The marine industry is about more than just selling boats — it’s about delivering freedom, adventure and peace of mind. A smart, digitally powered F&I strategy helps you deliver on that promise long after the sale.
By using digital marketing to educate, engage and follow up with your customers and by leveraging tools like e-rating, e-contracting and service drive integration, marine dealers can unlock new streams of revenue and build stronger customer relationships.
F&I isn’t just about products. It’s about protecting the lifestyle your customers are investing in — and positioning your dealership as a key part of that journey.

Modernizing Marine F&I: How Digital Marketing and Technology Are Driving Profit and Customer Loyalty

About the Author
Brenda Cline-Kereakes is the Chief Operating Officer of Line\5, a leading provider of financing solutions for F&I products in the marine, automotive, RV and powersports industries. With decades of experience in financial services and dealership operations, Brenda is passionate about helping dealers maximize profitability and enhance the customer experience. Connect with Brenda or learn more at www.line5.com.