Throughout the summer, the Discover Boating team has been hard at work rolling out enhanced features and functionality on DiscoverBoating.com, making it easier for consumers to navigate the website, particularly from mobile devices, and providing a variety of digital touchpoints to connect the site’s visitors to NMMA members.
Recent DiscoverBoating.com enhancements include:
Refreshed Boat Type landing pages – a complete redesign of boat type pages to bring Manufacturer Referrals to the top of the page – making them the first thing consumers see when they land on the page.
Enhanced Boat Loan Calculator and tracking – updated features including a downpayment field and a chart that shows interest amounts, plus improved tracking on the calculator to monitor engagements and consumer input.
Canadian Dealer Finder – extending beyond the US Dealer Finder, Discover Boating launched this user friendly tool in Canada, where consumers can search via postal code, city or province; the team is tracking referrals to dealer websites and phone call clicks.
Progressive Safety Videos – Due to recent boating accidents on the rise, Discover Boating is doing its part to raise awareness on key safety issues. With Progressive as Discover Boating’s official safety partner, Discover Boating is highlighting the Progressive-Discover Boating safety video series in a variety of ways. In addition to the video series landing page, you can find these videos prominently featured on the site’s home page, within the DB TV section, and throughout relevant safety blog articles. And, on the horizon, Discover Boating will be introducing the official Progressive landing page highlighting the partnership.
Google Analytics 4 Integration – the Discover Boating team has adapted to Google’s everchanging ways by modernizing Analytics tracking to the most recent version – Google Analytics 4. With this integration, we’re able to enhance our user tracking capabilities across the website – tracking engagements, touchpoints and referrals to manufacturers, dealers, boat rentals and more.
Source: Discover Boating, powered by the NMMA and MRAA.
Last month, Discover Boating, in collaboration with Progressive Insurance, launched a television public service announcement (PSA) campaign to increase awareness of boating safety and provide resources for people looking to get started in boating. The PSAs, which feature videos from the Safety Basics Video Series as well as the See You Out Here “Anthem” spot, have generated more than $750,000 in donated media value within one month of distribution.
To date, the PSAs have aired more than 2,000 times across local, regional and national TV networks including ABC, NBC, CBS and FOX affiliates in top media markets such as New York, Los Angeles, Chicago and Philadelphia, driving nearly 13 million impressions. The videos are also airing on Connected TV (streaming platforms such as Apple TV and ROKU) and have a view through rate (VTR) of 99%, which is higher than the industry average of 89%, according to Connect360 Multimedia.
The videos are available to industry stakeholders in the Discover Boating Industry Resource Center, powered by NMMA and MRAA. Click HERE to download or embed the video content to share in your showroom, on your website, via your social network or in your next email campaign.
Recently, Governor Maura Healey signed the 2024 state budget, which included $150,000in funding for workforce development and career technical education initiatives within the recreational boating industry. This funding will continue the successful initiatives and progress that the Massachusetts Marine Trades Association (MMTA) has made over the last 5-plus years to help meet the workforce challenges within the industry.
The funds were introduced via Budget Amendments sponsored in the House by Representative William Straus of the 10th Bristol District and in the Senate by Senator Patrick O’Connor of the Plymouth & Norfolk District, joined in leadership by Representative Susan Gifford and Senator Paul Feeney, the four Co-Chairs of the 60-plus member Legislative Boating Caucus.
Bunker Hill Community College Outboard systems adult education program working in collaboration with Mercury.
The MMTA would like to express our appreciation to Representatives Straus and Gifford and Senators O’Connor and Feeney for their leadership on this budgetary funding. We would also like to thank the entire 60+ person boating caucus for their continued support of the recreational boating industry in Massachusetts. As well, we would also like to thank the six members of the 2024 budget Conference Committee: Chairman Aaron Michlewitz, Representative Ann-Margaret Ferrante, Representative Todd Smola, Chairman Michael Rodrigues, Senator Cindy Friedman, and Senator Patrick O’Connor. Last but certainly not least, thank you to Governor Healey for signing the final budget for the state and supporting workforce solutions within our industry.
Examples of how MMTA will use the workforce funding:
Support existing and new educational programs at various schools throughout the state; *Examples include Salem High School, New Bedford Tech, New Bedford High School, Cape Cod Regional Tech, Upper Cape Cod Tech, Whittier Tech, Worcester Tech, Bunker Hill Community College, Cape Cod Community College and more.
Provide financial assistance for employee training.
Provide financial assistance for Tools of the Trade Funding. This program provides $300 gift cards to Snap-On Tools for new or existing employees to help build their tool boxes to help in their current positions within the industry here in Massachusetts.
Continue marketing outreach and development to connect current and future workers with available jobs, such as through www.massboatingcareers.com and MMTA’s workforce videos.
Students and instructors within the Cape Cod Community College Introduction to Outboard Systems adult education program that works in collaboration with Yamaha.
The recreational boating industry in Massachusetts has an economic impact of approximately $5 billion dollars and employs approximately 20,000 men and women in the state. The industry is currently facing a substantial workforce shortage both in Massachusetts and on a national level. Here in Massachusetts, there are hundreds—if not thousands—of jobs currently available. We have the jobs & careers; we just need the people to fill them. This amendment will go a long way in continuing to help MMTA’s efforts on workforce solutions here in Massachusetts.
About MMTA Established in 1964, the Massachusetts Marine Trades Association (MMTA) is the non-profit statewide, representative body for approximately 1,000 marine trades businesses in the Commonwealth that employ approximately 20,000 men and women. The mission of the Association is to further the interests of the marine trades and the boating public through the promotion of boating, participation in legislation and professional improvement programs.
MINNEAPOLIS, Aug. 17 – The Marine Retailers Association of the Americas (MRAA) has announced the Education Pathway Hosts for its annual Dealer Week Conference and Expo, held Dec. 4-7, in Tampa, Fla. Three highly talented, well-versed and driven speakers will lead their respective “classrooms,” offering insight, interacting with the audience and guiding attendees to take action in their effort to recalibrate for 2024 and achieve transformative growth through learning.
“We carefully chose hosts who have the skills and experience to not only serve as great facilitators and educators within their designated pathways but also to help our dealers create a realistic and effective plan of attack for the year ahead,” says Liz Walz, MRAA Vice President of Education. “That’s one reason why we have the confidence to guarantee our Dealer Week attendees will receive tactics, resources and expert advice they can take home and implement in their businesses immediately.”
Marcus Sheridan
Meet Marcus Sheridan — Leadership Pathway Host A highly sought-after international keynote speaker, experienced retailer and passionate boater, Marcus Sheridan is known for his unique ability to excite, engage and motivate audiences. Forbes named Sheridan “One of 20 Speakers You Don’t Want to Miss.” He has been dubbed a “Web Marketing Guru” by New York Times and featured in Inc., The Globe and Mail, Forbes and many more.
Sheridan, who was a host last year and has a long history of high dealer ratings for his MRAA conference education, will also present an educational session dubbed “How to Fix Breakdowns in Dealership Communications” within the Dealer Week Leadership Pathway. He will provide dealers with implementable solutions and proven tactics to improve company culture, team participation and employee retention, while also enhancing their team’s problem-solving abilities.
As an owner of IMPACT, Sheridan has established one of the most successful digital sales and marketing agencies in the country. Within his speaking company, an MRAA Platinum Partner, Marcus Sheridan International, Inc., he gives over 70 global keynotes annually where he inspires audiences in the area of sales, marketing, leadership and communication. Mashable rated his book, They Ask, You Answer, the “#1 Marketing Book,” and Forbes listed it as one of “11 Marketing Books Every CMO Should Read.”
Valerie Ziebron
Meet Valerie Ziebron — Service & Parts Pathway Host Valerie Ziebron is a leading industry expert and top-rated speaker. You may have read her articles, seen her present, or had her pop into your dealership in search of “Golden Nugget Best Practices” to help marine businesses get more proactive and profitable.
Ziebron, as part of the Service & Parts Pathway, will host her own session called “Get on the A-List for Premium Service Success.” This live course will help dealers identify areas of improvement, uncover premium service qualities and understand how becoming an A-List shop benefits everyone at the dealership.
In 1989, she started VRZ Consulting, an MRAA Platinum Partner, and has since worked with hundreds of clients, big and small, to increase CSI and profitability as well as job enjoyment. Ziebron has delivered thousands of presentations for dealers and their Original Equipment Manufacturer partners. She makes a special study of what a dealership can do to “flip the switch from Reactive to Proactive” with the firm belief that to be profitable, you must be proactive.
Bob McCann
Meet Bob McCann — Sales & Marketing Pathway Host Bob McCann, Lead MRAA Certification Consultant, says dealers are working through a changing market and he is looking forward to helping Dealer Week 2023 participants tap into the Sales and Marketing Pathway education to meet those challenges. McCann has enjoyed the boat business for 24 years as an innovative marketer and educator applying his sales method known as TIPS (Traffic, Interactive Website, Process and Sales).
He is delighted to host the Sales and Marketing Pathway and welcome dealers to his hometown of 53 years. When not working with dealers on their processes through the MRAA Certification program, McCann can be found riding his road bike around Tampa Bay and boating in the surrounding waters with his wife Carol.
“I’ve been looking forward to this opportunity since I piloted the role years ago,” says McCann. “After years of speaking to dealers to help them sell more boats, I’m looking forward to engaging with the experts selected this year and helping them focus and go deep on their topic to ensure the participants depart with tangible actions items for immediate improvement. Inspiring dealers to commit to improvement is immensely enjoyable and rewarding in and of itself.”
Register today for MRAA’s Dealer Week 2023 and take advantage of early bird savings.
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.
SOUTHPORT, CONN. – Boat Fix, a recreational boating telematics company that provides a combination of remote monitoring, GPS tracking, sophisticated geofencing and 24/7 live customer support, announced today it has partnered with Bentley Pontoons to launch its Bentley 24/7 Assurance program, which will be included on purchases of all 2024 model year boats.
Bentley 24/7 Assurance, powered by Boat Fix, offers new Bentley owners a complimentary three-year mechanical help line, providing around-the-clock assistance by mechanics with 30-plus years of experience who have a proven 86% fix rate by phone. The mechanical help line is an instantly accessible resource for any time, especially when the dealership is closed on weekends, holidays and after hours. With help just a call away, owners can enjoy safe, secure, stress-free boating.
In addition, Bentley Pontoons’ dealership network will have access to a dynamic Bentley 24/7 Assurance app Powered by Boat Fix and dealers will have the opportunity to become a distribution channel for the app-based remote monitoring service. As the only remote monitoring company in the boating industry backed by 24/7 alarm and customer support, Boat Fix has partnered with Bentley Pontoons to provide the launchpad for this service through the Boat Fix Command and Control Center based in Southport, Connecticut.
“In a market where building brand loyalty is increasingly vital, the Bentley and Boat Fix partnership showcases two forward-looking companies who understand how important it is to take care of the customer,” said Alastair Crawford, Founder, Boat Fix. “The Boat Fix team answers every phone call in seconds, in person, each and every time. We’re excited to work with Bentley Pontoons, who share in our vision and the importance of looking after their clients through the incredible value and peace of mind that Boat Fix delivers.”
“One of the main advantages of Boat fix is the data and the resources of our Command and Control Center,” said Steve Pitsos, CEO, Boat Fix. “We don’t just promise a better boating experience, we back it up with proven technology that no one else in the industry has access to. We are confident that both Bentley owners and their dealer network are going to be thrilled with the Boat Fix experience.”
“Offering this level of after sales service to the boat owner and dealers is an industry first in the pontoon market,” said Ryan Marcott, President, Bentley Pontoons. “Bentley 24/7 Assurance will ensure that our customers are taken care of around-the-clock, and all of our dealerships are supported by a seamless 24/7 operation.”
For more information, visit www.boatfix.com.
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About Boat Fix: Boat Fix is a leading telematics service for boat owners that ensures a stress-free boating experience, including pro-active technical assistance, straightforward vessel management, and security. Founded in 2015 and headquartered in Connecticut, Boat Fix has the industry’s only 24/7 service centers in the U.S. and Europe. Using the latest in IoT software, Boat Fix’s team continues to develop the best technology to provide unrivaled customer service.
• The recreational loan specialist increased its support of MRAA’s mission through both enhanced membership and Dealer Week participation
MINNEAPOLIS — First Approval Source, a recreational loan specialist serving the boating and other industries, increased its support of the Marine Retailers Association of the Americas, by upgrading to an MRAA Education Champion, strengthening its support of MRAA’s critical mission of supporting dealers and the Dealer Week Conference and Expo.
First Approval Source joins nine existing MRAA Education Champions that fuel the educational programming the MRAA delivers in a year-round partnership program. While providing significant financial support toward MRAA’s efforts to help dealers grow, First Approval Source and all Education Champions benefit from a partnership package that contains bundled marketing exposure and high-level creative visibility to help them build and maintain relationships with MRAA members and the dealer community as a whole.
“We have greatly enjoyed and benefitted from our growing relationship with the MRAA and all that it does to support its members and boat dealers across the country,” says Jeffrey Backus, Founder and COO, First Approval Source. “With our focus on helping dealers finance more boats and creating win-win financing opportunities for dealers and their customers, I believe our partnership with MRAA is a perfect alignment of how we can continue to increase our support of the marine industry.”
First Approval Source, Buford, Ga., is a long-standing MRAA Member and has greatly contributed to its mission of fueling dealer success, including a partnership to provide a virtual training class on finance and insurance.
“The MRAA and First Approval Source share the same goals of helping dealerships grow and improve through tools, education and information, making this a fulfilling partnership for our team and our dealers,” says Allison Gruhn, MRAA Vice President of Business Development. “We appreciate the First Approval Source team believing in and increasing its support of our mission, and we anticipate curating more opportunities for our dealers to become better equipped at selling and financing boats.”
First Approval Source joins a family of nine other Education Champions, including:
About First Approval Source First Approval Source specializes in making boat dealers’ lives easier while growing their bottom lines. Our integrated F&I services allow dealers to cut processing times in half and increase unit sales by 25%, all while delivering the most competitive rates and terms for their customers. Our commitment to dealers extends beyond just providing loans. We also offer exclusive online training courses on compliance, lender relationships, and protection product sales to ensure your entire team becomes experts in the finance process. For more information about First Approval Source, visit https://firstapprovalsource.com/.
About the Marine Retailers Association of the Americas At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.
MINNEAPOLIS, August 15, 2023 – The Marine Retailers Association of the Americas announced that it has added Mike Sayre as Director of Government Relations.
As dealers face significant regulatory and legislative challenges to their businesses, the MRAA is ramping up its government relations efforts to ensure the voice of the dealers is represented in the halls of government at the federal, state and local levels. Sayre has been tapped to lead MRAA’s growing advocacy efforts.
Mike Sayre, MRAA
“We are thrilled to add Mike to the MRAA team and continue to enhance our advocacy efforts,” says Matt Gruhn, MRAA President. “Mike’s experience navigating complex policy issues and grassroots advocacy will ensure the voice of MRAA members is at the table to advocate for policies that enable a strong selling environment.”
Sayre will oversee MRAA’s advocacy efforts in Washington, D.C., working with MRAA Government Relations Manager, Chad Tokowicz. The growing MRAA advocacy team will continue to address critical issues for the industry, such as the Federal Trade Commission’s proposed Auto Rule, the vessel speed restrictions along our Eastern seaboard and Gulf coast, such as the proposed Right Whale Rule, and support for the outdoor recreation economy and workforce.
“I am excited to join such a passionate team and get started representing MRAA’s members before policymakers,” said Sayre. “It is critical that dealers have a clear voice when and where decisions are getting made and MRAA’s members have recognized that need and have stepped up to support our advocacy efforts.”
Sayre comes to the MRAA with seven years of experience working for the American Motorcyclist Association, where he ran the AMA’s government relations team and grassroots advocacy efforts on recreation and infrastructure issues. He has a Masters of Public Policy from Michigan State University and a Bachelors in Political Science from the University of Michigan.
Reach out to Mike Sayre, MRAA Director of Government Relations at Sayre@mraa.com.
About the Marine Retailers Association of the Americas At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.
Share new Discover Boating website content with the next generation of boaters
As part of its efforts to engage the next generation of boaters, Discover Boating, powered by NMMA and MRAA, continues publishing timely and relevant content to meet the needs of consumers interested in boating. Safety was a focus of recent DiscoverBoating.com content with articles featuring topics such as watersports safety tips as well as the launch of the Watersports Essentials video, in partnership with Progressive® Insurance.
A look at service department pain points and potential solutions from MRAA’s recent Pulse Report.
To be an elite dealership, you need your Service & Parts Departments to follow and maintain a tight, structured schedule, yet remain flexible to effectively upsell and schedule future work to add cash flow. However, it’s not easy to be elite and adaptable. Chances are your dealership is successful and has achieved great things, but can still improve.
It’s hard to focus on upselling when service is already swamped with normal maintenance and repairs, parts delays still persist and your technicians — if you’re lucky enough to have a full crew — are already at capacity. How do you schedule more work when you don’t have the time or the workforce to make it happen effectively or efficiently?
We understand. The recent MRAA Pulse Report (in partnership with Baird and Soundings Trade Only) points to some shared service pain points at many dealers across North America. Responding to the question “What’s not working at your dealership?” survey participants stated that it’s still considered the hot summer season, so upselling and service scheduling future work needs to wait until the fall and winter. Others spoke about their high service demand and staffing issues, or a lack of qualified service techs, as reasons for service delays and missed upselling opportunities. Additionally, dealers have concerns about adding too much work and stress to their techs’ plates since service is already running at a high volume.
“Don’t need to and cannot. We are oversubscribed and have been for years.”
“Can’t find techs, socan’t upsell service. Just service what we sell due to lack of techs in our area.”
“Our Service Department is stuck in panic mode from the previous 3 years of overwhelming demand. And now they are having trouble ramping back up to ‘sell’ service.”
“In the fortunate position that we cannot [serve] the current volume of service on our schedule. Absolutely missing opportunities by not upselling, but we are over our capacity of scheduled work.”
To overcome some of these struggles, other Pulse Report participants spoke about taking a more proactive approach, incorporating better scheduling, menu selling and using technology to enhance the upselling process in order to create more efficiency and profitability in service.
“We do everything by appointment just like a car dealer,” an anonymous dealer explained. “We do not take any walk-in customers at the moment. This helps us plan our techs weeks out so we can get customer boats in and out, so they have access to use them more than traditional dealers in our area that do not do appointments at all. We are the only dealer in this area that does appointments.”
In addition to this appointments method, dealers shared tactics for greater upselling success:
“Offering service special packages, discounts and storage options to drive more traffic.”
“Deferring larger jobs to winter months to remain available for smaller service jobs.”
“Offering early sign-up discounts for winter storage, to schedule service into the fall and winter.”
“Educating their customers about regular maintenance while suggesting additional services.”
“Using aggressive online marketing, advertising and manufacturer promotions to drive sales and service.”
“Implementing inspection sheets and creating more standard jobs.”
Upselling and presenting service packages (ABC or Gold/Silver/Bronze offers) help you create options and highlight additional service jobs as a way to reduce the number of times your customer has to come back to you. This month’s MRAA Training ‘N’ Tactics session taught us that this also translates into improved CSI scores. For those dealers in the snow-and-ice belt, a service menu is an additional tool to send out with annual maintenance or winter storage agreements. It will help you streamline the check-in process and boost your off-season work.
You want your service-and-parts team to have the necessary resources to reduce repair event cycle times (RECT), and strategically maintain your parts inventory so there’s time for upselling. That’s why it’s important for you to know and implement best practices to keep your customers satisfied.
You have two opportunities to help your dealership improve now and as you plan for 2024:
Your chance to learn about specific tools and tactics from industry experts and your fellow service peers is at Dealer Week 2023; in the Service and Parts Pathway Sessions. The annual MRAA conference educational sessions will guide you to a more effective service and parts team with several in-depth courses, including:
Get on the A-List for Premium Service Success
Apply Action Leadership in Your Service & Parts Departments
Can’t wait until December? Then check out MRAA’s Spotlight page, which underlines timely and important issues affecting our industry and offers you strategies, tools and resources to address these obstacles head on. Yes, even your current service challenges.
Do you have any advice for your peers or proven best practices you’ve implemented that has allowed your service team to upsell even when they are crazy busy? Let our team know. Email me at jerrod@mraa.com.
• Boat manufacturer enhances MRAA membership, to participate at Dealer Week 2023
MINNEAPOLIS — Skier’s Choice, manufacturer of Supra and Moomba performance boats, increased its partnership level with the Marine Retailers Association of the Americas by becoming an Education Champion. Its partnership strengthens MRAA’s critical mission of supporting dealers and the Dealer Week Conference and Expo.
Skier’s Choice joins nine existing MRAA Education Champions, who fuel the educational programming that MRAA delivers in a year-round partnership program. While providing significant financial support toward MRAA’s efforts to help dealers grow, Skier’s Choice and all Education Champions benefit from a partnership package that contains bundled marketing exposure and high-level creative visibility to help them build and maintain relationships with MRAA members and the dealer community as a whole.
“As a manufacturer, we have always attended Dealer Week with a booth and worked with MRAA to help our dealers,” says Chris Crysdale, Vice President of Marketing and Sales at Skier’s Choice. “We felt it was time to step up and be a sponsor of MRAA and Dealer Week on a higher level. Our dealers and Skier’s Choice have benefited immensely from Dealer Week participation and all of the training that MRAA offers. We want to help support that training.”
Headquartered in Maryville, Tenn., Skier’s Choice is a long-standing member of the MRAA and has greatly contributed to its mission of fueling dealer success, which now includes hosting the Skier’s Choice annual dealer meeting in conjunction with Dealer Week 2023 in Tampa, Fla.
“Working with Skier’s Choice over the years, we have seen how serious their leadership team is about supporting their dealers, so we are energized about the opportunities we have to work together now that they are our newest Education Champion,” says Allison Gruhn, MRAA Vice President of Business Development. “That starts with hosting their dealer meeting at Dealer Week this year, and it also opens the door for more educational opportunities down the road. We look forward to our continued partnership.”
Skier’s Choice joins a family of nine other Education Champions, including:
About Skier’s Choice Skier’s Choice is a privately held company located in the heart of boating country in Maryville, Tennessee. Skier’s Choice products are manufactured to deliver high value, class leading innovation, industry leading satisfaction and a premium customer experience. Our products are manufactured to stringent standards in a lean manufacturing facility dedicated to making a positive impact in our community and a minimum impact on the environment. For more information about Skier’s Choice, visit https://www.skierschoice.com/.
About the Marine Retailers Association of the Americas At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.
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