MINNEAPOLIS, MN, November 3, 2022 — The Marine Retailers Association of the Americas announces four additions to its growing list of MRAA Partner Members as supporting organizations.
Marine manufacturers, suppliers and service providers, through Partner Membership, commit to aligning their brands with the programs and opportunities that MRAA offers in its efforts to fuel the success of the marine industry. Support from Partners allows the Association to expand its offerings and create a positive, long-term impact in MRAA members’ business.
MRAA’s four new Partner Members introduce a variety of products and services to the Association’s member companies.
These organizations commit their mission to supporting the marine industry by partnering with the MRAA. They are:
“Each of these new Partner Members adds something new and different to our growing list of supporting organizations,” said Allison Gruhn, MRAA Vice President of Business Development. “MRAA is better equipped to fulfill our mission of serving the marine industry and our members with the support from these organizations.”
MRAA encourages its members to explore these four new partners, along with the entire list of companies that actively support the MRAA across four levels of partnership. View the full partner list.
About the Marine Retailers Association of the Americas At the MRAA, 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.
As Discover Boating prepares to welcome thousands of consumers across the country to its 11 Discover Boating boat and sport shows in 2023, show marketing is in full swing, leveraging the national Discover Boating campaign to engage and attract new boaters and avid boating enthusiasts. To help the industry maximize its investment at boat shows, the brand has launched the Discover Boating Boat & Sport Show Promotional Toolkit.
The new Discover Boating Boat & Sport Show Promotional Toolkit has essential marketing assets to help manufacturers and their brands promote their presence at Discover Boating shows through web, social, e-mail and more. The toolkit features new Discover Boating show logos by market, banner ads, social cards & more. Access the toolkit here.
Here’s a look at the 2023 Discover Boating boat and sport show calendar:
Last spring, Discover Boating set out to engage the next generation of boaters while continuing to retain newcomers and legacy boaters through its ‘See You Out Here’ campaign. Supported by a comprehensive marketing strategy, the campaign made an impact in attracting younger, more diverse boaters as demonstrated by the 145 percent increase in website visitors ages 18-44 and 31 percent increase in female users compared to pre-pandemic levels. More than 1.2 billion impressions were delivered (the number of times the campaign was served to consumers), and the campaign helped drive more than 4 million visitors to DiscoverBoating.com and 1.5 million manufacturer referrals.
“To grow participation in boating and increase market share, we have to evolve and diversify who we are speaking to, and that means engaging new audiences in an authentic way,” said Kevin Williams, Vice President of Marketing for NMMA. “Rooted in extensive research, our approach to ‘See You Out Here’ was designed to do just that by executing strategic initiatives and partnerships that connect with our growth and emerging target audience segments, ultimately bringing more prospective boat buyers into the fold.”
Kevin Williams, NMMA.
Discover Boating engaged nexgen and diverse boaters by meeting these audiences where they consume content whether that was through paid media and strategic partnerships with ESPN, VICE, Telemundo, Ebony, YouTube, Facebook, Instagram, TikTok as well as public relations efforts, public service announcements and high-profile influencers.
Highlights of the campaign’s success include:
Strategic Media Partnerships
Established strategic media partnerships with ESPN, Ebony Media and VICE to leverage their ability to help authentically tell Discover Boating’s story.
Interest in sports is a common thread among our target audiences, which is why the brand partnered with ESPN. In addition to ESPN’s digital platform and streaming services, Discover Boating was featured on the popular morning show, First Take, and the ‘Anthem’ spot aired during that segment making the exposure even more impactful.
Ebony Media is one of the one of the most highly trafficked platforms and respected media within the African American community. Discover Boating executed two activations with Ebony including The Coolest Black Family video series as well as an on-water event on Martha’s Vineyard.
The ‘Anthem’ and ‘Hooked’ spots ran on VICE TV, a leading network among 18-34-year-olds reaching 65 million homes. A custom short documentary was also featured helping Discover Boating invite the next generation to experience life on the water.
Relevant Content
Refreshed DiscoverBoating.com creative and delivered relevant content that resonated with the next generation from visuals to how-to pieces, list-format articles and the new Dealer Finder. The website had a 31 percent increase in female visitors and a 145 percent increase in users ages 18-44 compared to pre-pandemic levels.
Digital display ads proved to be a successful tactic in drawing more diverse audiences to the website as there was an uptick among African American, Hispanic/Latino and Asian/Pacific Islander visitors.
Earned Media Coverage
Discover Boating strategically connected with national consumer lifestyle media that resonate with the brand’s target audiences to help amplify our message; secured more than 3,000 placements in outlets including ESPN, Men’s Journal, Forbes, The List and more.
Gained additional brand exposure through television public service announcements (PSA). The campaign spots aired on hundreds of local and regional TV stations across the country more than 15,000 times, which translates to $2.8M in donated media value.
Influencer Partnerships
Partnered with dozens of Instagram and TikTok content creators and launched a pilot TikTok campaign to connect with the nexgen audience in an authentic way. The #BoatAppetit and #WaterWear TikTok campaigns generated 600,000 viral video views in the first two days and had an average engagement rate of 13 percent (the industry standard is 10 percent).
Increased consumer interest across social media platforms, generating more than 80 million impressions and 900,000 engagements. Additionally, social ads delivered results 390 percent over the benchmark, and ad click-throughs were 53 percent above the industry standard.
“As we work to maintain post-pandemic momentum, the ‘See You Out Here’ campaign came at the perfect time and helped elevate the industry’s voice to reach more potential boat buyers,” noted Matt Gruhn, president of MRAA. “To appeal to the next generation of boaters, we need to make them feel welcome on the water, and all the aspects of the campaign evoke that sense of inclusivity and community that will help draw more people to boating.”
Questions about the campaign may be directed to Maggie Maskery, NMMA’s Director of Consumer Public Relations, at mmaskery@nmma.org.
The marine industry has truly stepped up to help friends and co-workers as the BHB Hurricane Ian Relief Fund has surpassed $60,000 in donations. The Annapolis and Ft. Lauderdale Boat shows each made significant contributions through campaigns at their shows and many other marine companies and individuals have been very generous.
“The most gratifying phase of this effort is beginning,” said MIA Executive Director John Good. “Applications for assistance are now available. It is a simple application, reviews will be a quick process, and checks will be sent with little delay. This is open to anyone who makes their living on the water who has been impacted by Hurricane Ian. Please share the link below and help us brighten the holidays for some of those in need.”
Minimum payments of $500.00 will be made to individuals approved by the committee. On-line applications may be made at the link below. https://www.goodeventmanagement.com/hurricane
Questions or assistance in applying, e-mail info@swfmia.com or call 954-570-7785.
The BHB effort is far from over as recovery has entered the phase of extended rebuilding, shortage of materials, and unresolved insurance settlements. There will be fund raising campaigns at both the Ft. Myers Boat Show and St. Petersburg Boat show in January. Business and individual donations are encouraged to continue to assist the effort.
Tax deductible donations can be made on-line at www.oldsaltfishing.org/hurricane. Make checks to Old Salt Fishing Foundation (Hurricane Ian Relief in the notes). PO Box 8564. Madeira Beach, FL 33738
For more information, contact John Good. 954-570-7785. john@swfmia.com
• Outdoor Recreation Industry Generates $862 Billion, 4.5 Million Jobs
WASHINGTON, D.C., November 9 — Today, the U.S. Bureau of Economic Analysis (BEA) released economic data from the 2021 Outdoor Recreation Satellite Account, which detailed the outdoor recreation economy’s powerful and positive impact on the overall U.S. economy. These new record-breaking numbers found that outdoor recreation generated $862 billion in economic output and supported 4.5 million jobs. In 2021, the outdoor recreation economy contributed more to the U.S. economy than oil and gas extraction, mining and agriculture. The data also captured the continued surge in recreational boating many MRAA members experienced through the first half of 2022.
It was a record-breaking 2021 for outdoor recreation largely in part due to the continued surge kicked off by the COVID-19 pandemic, a time many turned to recreational fishing and boating to stave off cabin fever from lockdowns and gathering restrictions, and engaged in a fun, safe outdoor activity. This trend continued into 2022, and again recreational boating and fishing were “the largest conventional activity for the nation as a whole at $27.3 billion in current-dollar value added and was the largest conventional activity in 27 states and the District of Columbia. Florida ($4 billion), California ($2.3 billion), and Texas ($2 billion) were the largest contributors to U.S. value added for the activity.” Although boat sales in 2021 saw a slight decrease compared to the record sales experienced in 2020, the market remained strong with a total of 305,734 new units sold and an estimated 1.1 million pre-owned units sold.
Additionally, BEA data highlighted that MRAA members, retailers, are the backbone of the outdoor recreation economy as the retail trade industry group was the largest contributor to U.S. outdoor recreation, accounting for $119.9 billion in current-dollar value added. The second highest contributor in the retail trade group, generating $23.1 million in gross output, was “motor vehicle and parts dealers.”
Matt Gruhn, MRAA President
“The BEA’s data not only demonstrates the importance of the recreational boating and fishing industry to the overall outdoor recreation economy but also highlights the role retailers play in making this all possible,” said Matt Gruhn, President of the Marine Retailers Association of the Americas. “Even throughout a year filled with lingering challenges caused by the pandemic and economic uncertainty, the outdoor recreation economy, and MRAA members in particular, rolled with supply chain disruptions, production delays, and more to get folks on the water or out in nature. I commend everyone in the outdoor recreation economy, and especially the retailers on the frontlines, for being part of this industry and being dedicated to improving the lives of others through sharing what we love.”
As a whole, the 2020 data highlights how the outdoor industry, despite the impact of widespread public lands and business closures, suspended trips, and travel, gathering restrictions, supply chain issues and more, continued to support communities across the country during the pandemic. Prior to 2020, the outdoor recreation economy was growing faster than the economy in every indicator and served as a resilient economic growth engine and job creator.
Key 2021 data highlights on the outdoor recreation economy:
$862 billion in economic output
1.9 percent of GDP
4.5 million jobs
Trips and travel coming back, record sales in many outdoor segments, manufacturing increasing, as well as the drive to continue to recreate for quality of life allowed our industry to bounce back from the effects of COVID in 2020.
“The BEA data underscores how important it is to invest in public lands, waters and recreation infrastructure from coast to coast and for recreation activities of all types,” said Jessica Turner, president of the Outdoor Recreation Roundtable (ORR). “From the creation of jobs and increased profit for small businesses in local economies, to larger boons to our national economy, this sector is a consistent driver, even in times of economic uncertainty. The strength of the outdoor recreation economy reflects what many in the industry have long known to be true: there are infinite benefits that come from more people spending time outdoors, and they’ll only grow with continued investment.”
“We have seen record growth in camping and boating over the past couple years, with millions of people enjoying RVs and boats to connect with family and friends, to relax and recharge, and to experience nature,” said Michael Happe, President and CEO of Winnebago Industries. “The record economic impact in the BEA numbers demonstrates the collective power of our industry to help people discover and experience the tremendous benefits of the outdoor lifestyle. We continue to welcome an increasingly diverse group of new participants, so we look forward to maintaining this momentum by developing recreation infrastructure and increasing access for all.”
“The latest BEA numbers are a testament to the power of outdoor recreation, and we are thrilled to see our industry’s economic impact grow,” said Chris Metz, CEO of Vista Outdoor Inc., the parent company of 41 outdoor and sporting product brands. “This data shows that people continued to venture into the outdoors for health, wellness and adventure in record numbers last year as businesses across the industry worked to expand participation and bring more people into the outdoors. The goal now: Build on that momentum. We will stay focused on increasing access to public lands, building more recreation infrastructure and growing participation across all outdoor activities.”
“This data solidifies what we have seen over our 63-year history – that there is intrinsic value in the outdoors,” said Toby O’Rourke, President and CEO of Kampgrounds of America, Inc. “Over 20 million new households started camping since 2020 with six in ten planning to continue. We are increasingly seeing camping and the outdoors vacation becoming a preferred form of travel. The economic impact of camping and the greater outdoor industry underscores how critical natural spaces are to our communities. And, even more importantly, the outdoors remains vital for overall health and well-being and in fostering connection to others.”
“The continued strength of the outdoor economy is no surprise to the marine industry, where we continue to see incredible growth with new and younger customers taking to our brands each year,” said Chris Drees, President of Mercury Marine. “We will continue to work closely with our partners in the outdoor recreational community to promote the benefits of being on the water.”
“Last year proved to be a year like no other for the outdoor recreation industry, and today’s Outdoor Recreation Satellite Account data release underscores the fact that boating and time spent on our nation’s waterways is a favorite American pastime,” said Frank Hugelmeyer, president of the National Marine Manufacturers Association (NMMA) and Board Chair of the Outdoor Recreation Roundtable (ORR). “Since 2020, the recreational boating and fishing industry and outdoor recreation economy at large has led a national recovery, welcoming millions of families to experience the considerable health benefits of the great outdoors while being a vital economic contributor and job creator.”To see what the recreation community is saying, click here.
America’s outdoor recreation community, represented by ORR, continues to support the Outdoor Recreation Satellite Account (ORSA) – the project compiling and releasing this data. Just like is the case for many other industries, the goal is to provide annual data on the economic importance of national and regional outdoor recreation economies that can be tracked for years to come. To learn more about ORR and outdoor recreation’s contributions to the economy, click here.
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The Outdoor Recreation Roundtable is the nation’s leading coalition of outdoor recreation trade associations representing the $862 billion outdoor recreation economy. ORR focuses on the growth of outdoor recreation by building a better environment for the sustainable growth of outdoor recreation businesses and driving a broader understanding of the value of the outdoor recreation economy. Our membership includes national outdoor trade association members, business entities, nonprofit organizations, and universities — serving more than 110,000 businesses and representing America’s, boating, fishing, RVing, biking, hiking, camping, hunting, motorized, diving, horseback and skiing communities among many more.
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.
WASHINGTON, D.C. — November 9 — The U.S. Department of Commerce’s Bureau of Economic Analysis (BEA) has released economic data for 2021 exhibiting outdoor recreation’s powerful and positive economic impact on the U.S. economy. These new numbers show outdoor recreation generates $862 billion in economic output and 4.5 million jobs. This means the outdoor recreation economy contributes more to the U.S. economy than oil and gas extraction, mining, and agriculture. The report includes national and state level data.
This is the fifth consecutive year that BEA has released government data on this critical industry sector. Today’s releaseshows how the outdoor industry, which played a vital economic and social role throughout the pandemic, has since sustained remarkable growth, and continued to bolster local economies. The outdoor recreation economy came back stronger than ever after the COVID-19 pandemic and remains a steady source of strength nationally and a booming job creator locally.
Key highlights from the 2021 data on the outdoor recreation economy:
$862 billion in economic output;
1.9% of GDP;
4.5 million jobs;
Trips and travel coming back, record sales in many outdoor segments, manufacturing increasing, as well as the drive to continue to recreate for quality of life allowed our industry to bounce back from the effects of COVID-19 in 2020.
“The BEA data underscores how important it is to invest in public lands, waters and recreation infrastructure from coast to coast and for recreation activities of all types,” said Jessica Turner, president of the Outdoor Recreation Roundtable (ORR). “From the creation of jobs and increased profit for small businesses in local economies, to larger boons to our national economy, this sector is a consistent driver, even in times of economic uncertainty. The strength of the outdoor recreation economy reflects what many in the industry have long known to be true: there are infinite benefits that come from more people spending time outdoors, and they’ll only grow with continued investment.”
“We have seen record growth in camping and boating over the past couple years, with millions of people enjoying RVs and boats to connect with family and friends, to relax and recharge, and to experience nature,” said Michael Happe, President and CEO of Winnebago Industries. “The record economic impact in the BEA numbers demonstrates the collective power of our industry to help people discover and experience the tremendous benefits of the outdoor lifestyle. We continue to welcome an increasingly diverse group of new participants, so we look forward to maintaining this momentum by developing recreation infrastructure and increasing access for all.”
“The latest BEA numbers are a testament to the power of outdoor recreation, and we are thrilled to see our industry’s economic impact grow,” said Chris Metz, CEO of Vista Outdoor Inc., the parent company of 41 outdoor and sporting product brands. “This data shows that people continued to venture into the outdoors for health, wellness and adventure in record numbers last year as businesses across the industry worked to expand participation and bring more people into the outdoors. The goal now: Build on that momentum. We will stay focused on increasing access to public lands, building more recreation infrastructure and growing participation across all outdoor activities.”
“This data solidifies what we have seen over our sixty-year history – that there is intrinsic value in the outdoors,” said Toby O’Rourke, President and CEO of Kampgrounds of America, Inc. “Over 20 million new households started camping since 2020 with six in ten planning to continue. We are increasingly seeing camping and the outdoors vacation becoming a preferred form of travel. The economic impact of camping and the greater outdoor industry underscores how critical natural spaces are to our communities. And, even more importantly, the outdoors remain vital for overall health and well-being and in fostering connection to others.”
“The continued strength of the outdoor economy is no surprise to the marine industry, where we continue to see incredible growth with new and younger customers taking to our brands each year,” said Chris Drees, President of Mercury Marine, the world’s leading manufacturer of recreational marine propulsion engines. “We will continue to work closely with our partners in the outdoor recreational community to promote the benefits of being on the water.”
“Last year proved to be a year like no other for the outdoor recreation industry, and today’s Outdoor Recreation Satellite Account data release underscores the fact that boating and time spent on our nation’s waterways is a favorite American pastime,” said Frank Hugelmeyer, president of the National Marine Manufacturers Association (NMMA) and current Board Chair of the Outdoor Recreation Roundtable (ORR). “Since 2020, the recreational boating and fishing industry and outdoor recreation economy at-large has led a national recovery, welcoming millions of families to experience the considerable health benefits of the great outdoors while being a vital economic contributor and job creator.”
To see what the recreation community is saying, click here.
America’s outdoor recreation community, represented by ORR, continues to support the Outdoor Recreation Satellite Account (ORSA) – the project compiling and releasing this data. Just like is the case for many other industries, the goal is to provide annual data on the economic importance of national and regional outdoor recreation economies that can be tracked for years to come. To learn more about ORR and outdoor recreation’s contributions to the economy, click here.
###
The Outdoor Recreation Roundtable is the nation’s leading coalition of outdoor recreation trade associations representing the $862 billion outdoor recreation economy. ORR focuses on the growth of outdoor recreation by building a better environment for the sustainable growth of outdoor recreation businesses and driving a broader understanding of the value of the outdoor recreation economy. Our membership includes national outdoor trade association members, business entities, nonprofit organizations, and universities — serving more than 110,000 businesses and representing America’s, boating, fishing, RVing, biking, hiking, camping, hunting, motorized, diving, horseback, and skiing communities among many more.
MINNEAPOLIS, Tuesday, Nov. 8 – The countdown to the largest annual marine dealer education event is on, with less than a month until the kickoff of Dealer Week 2022 on Monday, Dec. 5, in Austin, Texas. Dealer Week is hosted each year by the Marine Retailers Association of the Americas and brings together boat retailers, manufacturers, suppliers, service providers and more professionals for a conference and expo dedicated to helping retailers – and, by extension, the industry — succeed in 2023 and beyond.
Registration has been tracking at record-setting levels leading up to the event. For those who are curious what’s driving all the interest, we’ve put together an overview of some of the highlights you can expect.
Economic Updates
Get the latest projections on where the economy is headed in 2023. Multiple experts will provide insights, including a Wells Fargo economist who will help kick off the conference during the Opening Ceremony.
The theme for Dealer Week 2022 is all about controlling the things you can in an unprecedented (and unpredictable) marketplace. Topics include customer experience, employee retention, high-performance teams, time management and much more.
Historic Expo Hall
See the latest models from a wide selection of manufacturers and meet with partners who are dedicated to dealer success. The Expo Hall at Dealer Week, the most-packed in history this year, is built around the education sessions because the exhibitors come prepared to be educational partners for the dealership attendees.
Networking Receptions
Dealer Week is hosted in December because it’s the only time of year attendees report they can take a moment to gather with their peers and focus completely on the business. As a result, the networking receptions often generate as many great ideas as the education sessions. This year will feature more opportunities to get together, including a Women in the Industry meetup in the Expo Hall hosted by Soundings Trade Only (and featuring a special themed cocktail) as well as other special drinks from partners like Pineapple Payments (you can take a guess what their themed drink includes).
Groovy Industry Celebration
To honor MRAA’s 50th anniversary, we are turning the clock back to 1972, the year the association was founded by boat dealers. A ‘70s-themed celebration — open to all Dealer Week attendees and made possible by KICKER Marine Audio — will feature food, drinks and a few surprises.
To see a complete rundown of the event, and to register, go to DealerWeek.com. Hotel information is also available, but reservations are recommended soon as hotel blocks at some nearby hotels have already sold out.
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About Dealer Week
For 50 years, the Marine Retailers Association of the Americas has delivered world-class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week exists to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.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.
MILLINGTON, TN (Nov. 7, 2022) – Today, Correct Craft announced the acquisition of Indmar Marine Engines, a pioneer and leader in the inboard marine engine segment with a hard-earned reputation for delivering world-class quality and reliability. Indmar will be operated by Correct Craft subsidiary Liberty Technologies which also manages PCM Engines, Crusader Engines, Levitator Engines, and Velvet Drive Transmissions.
While an important new member of Correct Craft’s portfolio of brands, Indmar will continue to operate independently, retaining its own brand and team members. Indmar will remain operating from its world headquarters in Millington, TN, while continuing to supply its boat-building manufacturers and network of dealers.
Indmar Marine Engines acquired by Correct Craft.
For over half a century, Indmar has been focused on the future, introducing new innovations and technologies that have enabled the sport and the industry to progress and grow. From the early adoption of fuel-injected engines to the introduction of green technologies that reduce exhaust emissions, Indmar has embraced opportunities to make its products better, improving the environment and the lives of boating enthusiasts and families across the world.
Chuck Rowe, former President of Indmar Marine Engines, commented, “I am proud of the company and brand that our family has built. The acquisition by Correct Craft provides significant opportunities for long-term growth while continuing to build and honor my family’s legacy; However, most importantly, the acquisition with Correct Craft provides additional security and opportunity for our employees, boat building partners, and network of dealers.” Rowe added, “There could not be a better company to sell our business to than Correct Craft. The values and culture of Correct Craft are one-of-a-kind, and I know Indmar is in good hands.”
Liberty Technologies President Mark McKinney stated, “We are excited to welcome the Indmar team into our Liberty Technologies family.” McKinney added, “The Rowe family has done an extraordinary job of leading Team Indmar and making outstanding advancements in the inboard marine industry. Though Chuck Rowe’s shoes will be hard to fill, I am excited about the opportunity to continue the legacy of Indmar and to work with the team to support and provide additional features, products, and opportunities that will elevate Indmar and their OEMs to new heights.”
Bill Yeargin, Correct Craft CEO
CEO of Correct Craft, Bill Yeargin, stated, “I am tremendously happy to have Indmar join us as a part of the Correct Craft family. Chuck and his father have built a phenomenal company that resulted in both men’s induction into the Marine Industry Hall of Fame. I appreciate the trust they have placed in our team, and we will do our best to meet and exceed their expectations.”
Yeargin added, “Indmar has a strong team whom we respect greatly. We are excited to continue providing Indmar’s customers with products well beyond what we can imagine. We are looking forward to an exciting future!”
About Indmar Marine Engines
Indmar is the world’s largest privately held manufacturer of gasoline-powered inboard marine engines. Indmar has a pedigree going back nearly 51 years in the inboard marine industry and a proud tradition of pointing the way forward. Indmar was the first inboard manufacturer to deliver fuel injection, and custom-calibrated engines and the first to produce an inboard engine with a catalyzed exhaust, which is now the industry standard. Today, this legendary brand delivers an inimitable mix of unrivaled performance, meticulous craftsmanship, and ground-breaking innovations – charting a course for others to follow. Indmar operates advanced manufacturing facilities in the U.S. with distribution centers in Millington, TN, Merced, CA and Clarkston, WA. For more information, please visit www.indmar.com
About Correct Craft
Celebrating 97 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, Watershed Innovation and Aktion Parks. For more information, please visit www.correctcraft.com
• 5 Tips to Help Your Dealership Succeed in Marketing to Existing Customers from Boatline
By Lori Stacy, CEO of Trader Interactive
Today’s consumer buying environment is more competitive than ever, which is why retaining loyal customers is key. To keep up in this space, you may have to adjust current marketing strategies to better appeal to your existing marine consumers.
Here are five tips to help your dealership succeed in today’s digital marketing landscape and remain top of mind with consumers.
1. Personalize the Buying Experience
Now more than ever, customers are seeking a personalized buying experience from dealers, both in person and online. In fact, a 2017 Epsilon survey found that among respondents ages 18-64, 80 percent indicated that they’re more likely to do business with a company if it offers personalized experiences. Tailored buying experiences can be used throughout a shopper’s buying journey, from start to finish, to better retain existing customers.
Start by reaching out to current customers for their feedback. This can come in the form of online reviews, incentivized surveys and more. For example, Boatline recently surveyed marine consumers about electric boats, who let us know that the most effective marketing strategies to overcome their reluctance around electric boats would be hearing electric boat owner testimonials (43 percent) and reading informative articles (42 percent).
When used effectively, this feedback can optimize your sales tactics and customer service efforts. You can also create personalized promotions based on the information you collect from in-person and online shoppers, as they browse your dealership’s website. Use this feedback to analyze the most popular brands and types of watercrafts that your consumers are interested in to create more effective marketing and promotional campaigns.
Lori Stacy
2. Establish a Loyalty Program
If you have consistent buyers, reward them for their loyalty to your dealership. According to research from Bond, 79 percent of consumers say loyalty programs make them more likely to continue doing business with brands. Some of the most effective loyalty programs use a tiered system, allowing customers to receive rewards depending on how much they spend at your dealership. These rewards can range from discounts on service offerings to free gifts and related marine products. The more they buy, the bigger reward they’ll receive.
As you roll out your own loyalty program, make sure the language is clear for customers to easily understand. Too much fine print could decrease interest. You can promote your loyalty program to customers in person and in any sales or service collateral, such as online ads and email newsletters.
3. Develop Quality Content
Content is king in marketing, and producing engaging and quality content can set your dealership apart and keep your customers interested. This content can range anywhere from blog posts to videos to podcasts.
Blog articles are a great, free way to add content to your dealership’s website. In fact, companies with blogs generate an average of 67 percent more monthly leads than companies that don’t blog. Write about topics that are helpful to marine shoppers, such as new model releases or maintenance guidelines. Blog posts don’t need to be too long to see results. For a sampling of marine blog posts, check out Boatline’s blog.
The written word isn’t the only medium you can use to create quality content. Capture the attention of your existing customers by adding video walkarounds to your inventory listings. This allows shoppers to get an up-close look at for-sale inventory that could be theirs. You can also use video to promote your current sales and promotional campaigns, as well as offerings from your service department.
4. Use Social Media Platforms
Social media is an excellent way to reach consumers in a way that’s convenient to them. Consumers of all ages, from 16 to 64, spend anywhere from one to three hours a day on social media. If you haven’t already, create a social media page for your dealership. Facebook tends to be the easiest for dealers to manage and, according to the PEW Research Center, social media users in the U.S. spend more time on Facebook than any of the other popular platforms.
Maintaining your dealership’s social media pages allows you to spotlight your inventory, gather insights on your shoppers/followers, monitor your competition, and interact directly with your buyers. Some of the most engaging types of social media content includes contests and polls, videos and customer testimonials. You can also use your social media pages to share your blog and video content and respond directly to customers if they have questions.
5. Create Dynamic Email Campaigns
Even with all the new forms of communication emerging, email marketing is tried and true. In 2019, the average person spent about 143 minutes per day checking their personal email. Email is still a primary form of communication and serves as a great way to reach consumers and promote your inventory.
Boatline email marketing guide
Start by creating a database of existing customers and any leads you’ve been collecting. It can be helpful to divide your consumer base into two lists — current and prospective customers — so you can implement email campaigns that best fit their needs. Make sure your emails contain valuable content that keeps subscribers interested and engaged. Share your blog posts and videos, service offerings and inventory listings with your email subscribers.
To boost your email marketing efforts, use an email service provider (ESP). ESPs offer software that helps you create, develop and implement your email marketing strategies. When choosing an ESP, you should consider the following:
Size of your consumer base
Amount of support you’ll need
Email templates and other features
Reporting and statistics
If you’d like to learn more about developing and executing successful email marketing campaigns, download Boatline’s Email Marketing Guide. In this guide, you’ll learn how to grow your customer lists, write eye-catching subject lines and text, understand the stats in an email report, and more.
As you can see, there are several ways to build your dealership’s brand and retain current customers in an increasingly competitive marketplace. With the help of these marketing tips, along with Boatline’s Email Marketing Guide, your dealership will be increasing customer loyalty and generating more sales in no time.
About Boatline
Boatline partners with dealerships to help sell new and pre-owned inventory on their dynamic online marketplace. Boatline is a division of Trader Interactive and belongs to the well-known “Trader” family of brands, with decades of experience connecting buyers and sellers of lifestyle and commercial vehicles. Listing inventory through Boatline helps dealers increase their visibility, generate customer connections, drive sales, and maximize profits. For more information visit Boatmediakit.com.
• eSignature Technology Implementation with Lenders to Help Advance Recreational Finance Industry
F&I solutions provider Elite Recreational Finance announces the integration of DocuSign into its Elite Management System platform for bank contracts.
“Elite Management System is how we have taken the business we built based on personalized relationships and digitized it to give dealers unmatched access to their F&I department. DocuSign will enable eSignature capabilities with participating lenders and disclosure documents to ensure a smoother customer and dealer experience while provided added layers of security for both dealers and their customers,” said Jimmy Delegro, President of Elite Recreational Finance.
Although DocuSign and other eSignature programs are widely accepted in industries like automotive and mortgage, the recreational finance industry serving boat and RV dealers has been much slower to adapt. Elite views this as an opportunity to further advance the recreational finance industry as a whole by demonstrating eSignature technology can be implemented and scaled just as it has been in other industries.
Elite will be rolling out eSignature capability with lenders for both its Indirect F&I Services and its Direct Lending Program over the fall and spring with an expectation to have most lenders who accept eSignatures boarded by the end of Q2 2023.
For more information visit www.eliterfs.com or call 866-553-0686. Stop by booth 240 at Dealer Week to learn more.
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