Good Luck at the Dealership

How to Dial in the People and Processes in Every Department to Help Transform Your Customers’ Experience

By Valerie Ziebron, VRZ Consulting

After a kiss goodbye, my husband said: “Good luck at the dealership” as I walked out the door. 

Those words rang in my head. How often do people feel the need for “luck” when they visit your dealership – and why? What is happening to our customers in sales, in F&I, in service and in parts to elicit the need for luck?

The dealership in question on this particular day is an impressive organization overall. They have a beautiful building in a convenient location with better than average customer amenities. On every visit, I see many of the same smiling faces, and they seem to care about their work and their customers. They have state-of-the-art technology to support a quality customer experience, and yet, things slip through the cracks.

On my last visit, they had to send a part off to a sublet for work. “It should be ready in a week or so,” they said. That was six weeks ago. But that’s not what bothered me most.

I called the dealership every week to check on the status. No one ever called to update me. Why not?

The No. 1 customer complaint in service has long been lack of communication. And service certainly isn’t the only department that could improve their communication – both internally and externally with customers.

The reasons for lack of communication usually fall into two categories: people and process.
The people don’t have the skill or will to do proper follow-up. Either they don’t care or don’t know how. Or the business does not have a system to ensure that customers, jobs, parts and deals are properly followed through to completion. Both people and process issues are costing many dealerships in both customer loyalty and profitability.

Those of us in the industry likely take a stronger interest than the average customer on how dealerships do things. My mind was certainly wondering:

  • Do they generate a work order to attach parts and sublet work to?
  • Does the service advisor have a way to track and schedule units waiting on parts?
  • How does the parts department know if an order has been delayed, canceled, or denied warranty or service contract coverage?
  • How can they tell when/if the customer has been communicated with?

And even worse, I wondered:

  • If the customer didn’t follow up, would they lose the parts sent to the sub forever?
  • Could they be giving away their parts and losing customers in the process?

But if I could ask dealerships just one question, it would be this:

How are you proactively using the information from your failures to improve your processes and to better educate your people? If we don’t learn from these failures, chances are very good the same situation will happen repeatedly.

Looking around the dealership as I wait for my part to (finally!) get installed, I think about all the areas where a customer might feel that luck was (or wasn’t) on their side …

The sales experience. The ‘luck’ of getting a sales professional who listens, who really knows their product and the competition’s product, who seems genuinely interested in giving you the best options for your specific wants and needs. Someone who helps you think through not just the buying process, but also the ownership of the products you’re considering. Someone who wants your lifelong business, not just your next sale.

The F&I experience. The ‘luck’ of getting someone who makes you comfortable discussing a topic that makes many people extremely uncomfortable. Someone who doesn’t appear to judge you based on your credit score. Someone who doesn’t use pressure to sell service contracts or financing. Someone who instead educates you, helps you compare apples to apples, and gives you the space to come to your own conclusion on what is best for your situation.

The service experience. The ‘luck’ of getting someone who loves and understands your product so well they take the guesswork out of ownership. Someone who explains in language you can understand how to best enjoy and care for your boat. Someone who lets you know ahead of time what work you’ve got coming up next, who reminds you and has your back every step of the way – even when it’s time to start thinking about trading in.

The parts experience. The ‘luck’ of getting someone who knows exactly what your parts options are, how much they’ll cost, how available they are, how long it will take to get, and the pros and cons of one option over the other. Someone who understands how you use your boat and gives you suggestions on how to enjoy it even more.

Every one of our departments rely on proactive, honest communication for building trust. It’s called ‘building’ trust because it takes work, and it takes time.
Most customers begin their relationship with a dealership with a deficit of trust.
They think “dealer” – they think “Vegas” – they think “I’m gonna lose!”

It’s up to our team to build trust with each customer in each interaction.

It’s up to leadership to notice when things are happening with our people or with our process that is making trust-building difficult or even impossible – and to remove those barriers.

What does luck have to do with it? Thankfully, not much. It really comes down to that famous Samuel Goldwyn quote: “The harder I work, the luckier I get.”

The more we work at engaging the team in creating, improving and relying on processes, the more we encourage and facilitate strong communication, the luckier we will be … and the more trusting our customers.


ABOUT THE AUTHOR
Valerie Ziebron, president of VRZ Consulting, has spent more than two decades helping businesses “fire on all 8” through education and motivation. She makes it a point to uncover best practice “golden nuggets” that help people flip the switch from reactive to proactive for greater profitability and customer loyalty.

Through studying and comparing hundreds of dealerships across North America, VRZ Consulting specializes in what stores can do to maximize their resources, specifically their people, processes, space and location. Learn more at: www.vrzconsulting.com.

MRAA RECOMMENDED RESOURCES

The Marine Retailers Association of the Americas (MRAA) highly recommends Valerie Ziebron and VRZ Consulting for their dealership training and consulting. In fact, we often turn to Valerie and her team as education partners. 



(Did you see the latest publication we partnered to produce? This MRAA Mini-Guide was titled: Why Your Dealership Needs an Org. Chart & What It Will Tell You. Download it or any of our other workforce resources here: www.mraa.com/page/workforce.)



In addition, MRAA’s Marine Industry Certified Dealership Program can help dealerships develop and improve their people and processes. More information at: www.mraa.com/page/Dealer_Certification. — Liz Walz, Vice President, MRAA

Boat History Report Joins MRAA as Platinum Partner Member

MINNEAPOLIS — July 8 — The Marine Retailers Association of the Americas announces Boat History Report has joined as a Platinum Partner Member.

“Today’s information-driven boat buyers crave decision-making power from the comfort of their homes,” said Grant Brooks, CEO. “With so many options available to buy a boat, they prefer dealerships that make it easier to access the information they desire immediately. We are proud to partner with MRAA as a Platinum Partner, as their reputation of being the ‘Gold Standard’ for dealerships is critical for boat buyers in today’s market. We value the resources and tools MRAA provides its members and look forward to ensuring MRAA dealers have one additional tool that benefits both their own interests and the interests of their customers.”

Boathistoryreport.com

Boat History Report was founded in 2005 by Brooks, who found it very difficult to find the complete history of used boats on the market while researching his next used boat. The search produced inconclusive findings and scattered results, so Brooks started the company to help other boat buyers have easier access to more credible information from a multitude of public and private sources and consolidated in one place. Since then, Boat History Report has grown to be the leading provider for pre-owned boat histories.

Boat History Report has a worldwide client list that is looking to ensure their next purchase is not only worthy of their investment, but also safe for their families. Boat History Report prides itself on its thoroughness of service, which has led to partnerships with some of the most well-known organizations in boating, such as MRAA, BoatUS, J.D. Power | NADA Guides and the International Yacht Brokers Association. It has also partnered with the National Insurance Crime Bureau as their strategic partner for boat information, the National Association of State Boating Law Administrators to help influence change in the boating industry and the International Association of Marine Investigators to help detect and prevent fraud.

Marine manufacturers, suppliers and service providers, through Partner Membership, commit to aligning their brands with the programs and opportunities that MRAA works to provide the dealer body in order to help fuel the success of the industry. Support from Partners allows the Association to expand its offerings and create a positive, long-term impact in the business of MRAA members.

“Boat History Report is an important addition to our group of Platinum Partner Members with its level of knowledge of the pre-owned boat market ,” said Allison Gruhn, Director of Business Development. “We value its support and association with MRAA and look forward to generating resources, in particular pre-owned boating resources, for our members and the boating industry.”

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.

About Boat History Report
Boat History Report is the leading provider of boat background data and information, serving used boat buyers, sellers, dealers/brokers, marine surveyors, law enforcement and finance and insurance companies. Founded in 2005 and based out of Florida, Boat History Report has amassed over 120 million unique records and more than 1.4 million significant negative events. On average, Boat History Report finds that 1 in 17 used boats has a significant negative event in its history — a startling statistic that reinforces the importance of having this information. As the most trusted resource for watercraft history information, Boat History Report helps its clients make better lending and purchasing decisions and has become an essential step in the used boat buying process. For more information, please visit BoatHistoryReport.com or email us at info@boathistoryreport.com.

TechForce Foundation Launches 52-week Campaign to Highlight Women Technicians

Women Techs Rock: Weekly Technician Spotlight Shares Stories that Inspire and is Part of TechForce Foundation’s Diversity Initiatives

The TechForce Foundation has launched a Women Techs Rock campaign to highlight women technicians within the automotive, aviation, diesel and marine industries. The 52-week initiative is meant to celebrate women technicians, tell their stories and encourage the next generation of female techs to explore the career and bring to light the potential for change in a field typically dominated by males.

Women Techs Rock

TechForce Foundation will highlight 52 women techs — one technician per week for the next year — because current statistics show that women comprise 52 percent of the population but less than 3 percent are employed as techs. TechForce Foundation says women fill less than a quarter of the jobs (23.6 percent in 2019) in the motor vehicle equipment and repair industries. But as we know, there’s also a huge shortage of technicians out there, especially in the marine industry.

TechForce Foundation understands there’s a huge potential for growth and says women techs need to share their stories and knowledge. Women techs often view the career as more than just a job, but an actual service that does good for others. They also face different challenges in the profession and certain societal misconceptions in general, so this program gives them a chance to let their voices, various struggles and victories be heard.

The weekly initiative is not meant to create animosity between genders, but rather to honor the profession by inspiring and motivating women techs to showcase their talents, skills and expertise, while also sharing truths and the trials they have overcome to get where they are. That’s why TechForce Foundation needs the marine industry’s help in nominating female techs. That’s also why women techs should fill out an application form even if not nominated, so others can see they are not in it alone. The campaign will recognize the women trail blazers already making a difference in the field and bring awareness to the technician career in general.

The MRAA, who partners with TechForce Foundation to deliver workforce resources to marine dealers in North America, encourages dealership staff, service department managers and female techs to help nominate and celebrate women techs because they truly rock. Here’s the first Women Techs Rock technician profile that just launched. Let’s work together to feature some female marine techs. And remember, like TechForce says, #whentechsrocksamericarolls.

6 other reasons you should nominate women techs or share/tell your story:

  1. A legit opportunity to highlight devoted and skilled women professionals
  2. Sharing info about technical schools and networks
  3. Exposing others to local and regional opportunities and the tech community
  4. Human interest stories are inspiring and authentic
  5. More awareness and recognition for dealerships and businesses leading the way
  6. Becoming a marine technician is rewarding for many reasons 

P.S.: Here are some other tags to remember should you start your own campaign to highlight your technicians or to join the TechForce Foundation’s Women Techs Rock push.
#WomenTechsRock
#ShareYourStory
#TechForce
#STEM
#WomeninSTEM

MRAA Supports Bipartisan Legislation To Protect GPS Systems

The Marine Retailers Association of the Americas endorsed legislation that will assure GPS units continue working, despite possible interference from 5G technology.

The Recognizing and Ensuring Taxpayer Access to Infrastructure Necessary for GPS and Satellite Communications Act of 2021 (RETAIN Act) was introduced by U.S. Senators Jim Inhofe (R-Okla.), ranking member of the Senate Armed Services Committee, Tammy Duckworth (D-Ill.) and Mike Rounds (R-S.D.).

The bill requires Ligado Networks, a satellite communications company, to reimburse businesses and consumers who are forced to replace their GPS receivers due to interference caused by the company’s proposed use of its L-Band spectrum, which was approved by a Federal Communications Commission order in April 2020. While the FCC’s decision requires Ligado to upgrade or replace federal government devices, it does not require Ligado to accept responsibility for the millions of potentially affected private devices. Opponents are concerned that the creation of this new 5G network on a frequency similar to that of GPS could cause interference that would then render GPS units useless – threatening the safety of the many users of these systems from first responders to recreational boat owners.

“GPS technology remains an integral tool for recreational boaters, and any interference with this important navigation aid puts our boaters’ safety at risk,” says Chad Tokowicz, Government Relations Manager at the MRAA. “The RETAIN Act seeks to assure that the risk for interference is mitigated by putting the responsibility on the right party, and we are pleased that these Senators have taken the lead to champion the safety of our boaters today and into the future.”

The RETAIN Act acknowledges the harm to GPS and satellite communications end users, including consumers, the Federal Government, and businesses, caused by the Ligado order and ensures any associated cost is covered by Ligado. Furthermore, the RETAIN Act also sets forth various conditions that must be met by Ligado before they are able to deploy terrestrial operations in the bands adjacent to that of GPS.

The MRAA joins numerous organizations in the recreational boating, fishing and conservation space to support this legislation and the importance of keeping boaters and other outdoor enthusiasts safe.

“Reliable, accurate navigation systems are a fundamental component of safe boating,” Said David Kennedy, Government Relations Manager for BoatUS. “Boaters rely on the publicly funded GPS system and it is fitting that any harm caused by the Ligado network to their GPS systems be remedied by the company. Senator Inhofe’s RETAIN Act will ensure this happens.”

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.

U.S. Coast Guard Releases 2020 Boating Safety Statistics Report

WASHINGTON — The U.S. Coast Guard released its 2020 Recreational Boating Statistics Report Wednesday, revealing that there were 767 boating fatalities nationwide in 2020, a 25.1 percent increase from 2019.

From 2019 to 2020, the total number of accidents increased 26.3 percent (4,168 to 5,265), and the number of non-fatal injured victims increased 24.7 percent (2,559 to 3,191). There is evidence that boating activity increased significantly during the pandemic, from reports of increased boat sales, insurance policies taken out, insurance claims, and calls for towing assistance. With the increased exposure (i.e., more boating hours), there was greater risk of deaths, injuries, and accidents. The Coast Guard is analyzing variables associated with boating activity to normalize this accident data.

Alcohol continued to be the leading known contributing factor in fatal boating accidents in 2020, accounting for over 100 deaths, or 18 percent of total fatalities.

The report also shows that in 2020:

  • The fatality rate was 6.5 deaths per 100,000 registered recreational vessels, the highest in the program’s recent history. This rate represents a 25 percent increase from last year’s fatality rate of 5.2 deaths per 100,000 registered recreational vessels.
  • Property damage totaled about $62.5 million.
  • Operator inattention, operator inexperience, improper lookout, excessive speed, and machinery failure ranked as the top five primary contributing factors in accidents.

Capt. Scott Johnson, chief of the Office of Auxiliary and Boating Safety at Coast Guard Headquarters, reflected on a number of cases where boaters had recently purchased the vessel involved in the incident, but had not taken many of the proper safety precautions before getting underway. 

Where the cause of death was known, 75 percent of fatal boating accident victims drowned. Of those drowning victims with reported life jacket usage, 86 percent were not wearing a life jacket.  

“It’s crucial for boaters to wear a life jacket at all times because it very likely will save your life if you enter the water unexpectedly,” said Johnson. “The Coast Guard reminds boaters to make sure that life jackets are serviceable, properly sized, and correctly fastened.”  

Where boating instruction was known, 77 percent of deaths occurred on vessels where the operator had not received boating safety instruction. The Coast Guard recommends that all boaters take a boating safety course that meets the National Boating Education Standards prior to getting out on the water.

The most common vessel types involved in reported accidents were open motorboats, personal watercraft, and cabin motorboats. Where vessel type was known, the vessel types with the highest percentage of deaths were open motorboats (50 percent), kayaks (15 percent), and pontoons (9 percent). 

The report is based off on incidents that resulted in at least one of the following criteria: death, disappearance, injury that required medical treatment beyond first aid, damages to the vessel(s) or other property that equaled or exceeded $2,000, or a loss of vessel.

The Coast Guard reminds all boaters to boat responsibly on the water: wear a life jacket, take a boating safety course, attach the engine cut-off switch, get a free vessel safety check and boat sober.

“The Coast Guard thanks our boating safety partners,” said Johnson, “they continue to demonstrate a committed effort to reduce loss of life, injuries and property damage through education and enforcement.”

To view the 2020 Recreational Boating Statistics, visit  http://uscgboating.org/statistics/accident_statistics.php. For more information on boating responsibly, visit http://www.uscgboating.org.

 

Preparing the Marine Trades Industry for the next ‘Crisis’

In-Person Workshop to Explore Lessons Learned from COVID-19 for Crisis Management and Emergency Planning; MRAA to participate 

 
During the spring of 2020, the boating industry (marinas, dealers, service, access managers, boating organizations and boaters) was faced with state specific closure notices, re-opening notices, and new restrictions for boating activity during the COVID-19 pandemic. The marine trade industry stepped up and provided exceptional leadership during this emergency to provide all of those impacted in the boating industry with guidance for safe operation for the businesses, employees and customers.
 
A wealth of new BMP’s were developed and implemented during this emergency. A workshop will provide an overview of these new standard operating procedures (SOPs) and begin to look at how the industry can utilize them for future pandemics, coastal hazards (flooding, drought, storms) and other safety concerns. It will focus on providing members of the boating industry with an enhanced understanding of crisis management and emergency planning and the tools you can use to develop a facility-based response plan.
 
This free workshop is scheduled for 9 a.m. to 3 p.m., Wednesday, July 14, at Borio’s Restaurant in Cicero, N.Y. It is being supported with a grant from the National Sea Grant College Program. Pre-registration is required, and space is limited. All CDC, NYSDOH, and Cornell University COVID safety protocols will be followed (unvaccinated participants will need to wear a mask and maintain social distance). 

 
Registration: please email the participant(s) name, business name, email and phone number to Sharon Mullen, slm22@cornell.edu. Registration deadline is Wednesday, July 7th. Space may be limited.

[Editor’s note: Along with NY Sea Grant, the Empire State Marine Trades Association, Association of Marina Industries, the MRAA will participate in the conference and be represented by Liz Walz, Vice President, Jason Walz, Director of Programs and Chad Tokowicz, Government Relations Manager.]

Water Sports Foundation: Top Boating Tips to Safely Navigate Busy Fourth of July Festivities

Throughout the country, boaters are expected to cruise to popular gathering spots this Fourth of July weekend with friends and family, with plans to raft up, drop anchor and swim, enjoy barbecues and cap off festivities with spectacular fireworks celebrations.

“After a year of Covid restrictions, boaters are out on the water in force, soaking up plenty of sun and fun,” said Water Sports Foundation Executive Director Jim Emmons. ”With the addition of 415,000 new, first-time registered boat owners since 2020 who are now enjoying their first full season, we felt it was especially important to welcome them to the water and to share important safe boating strategies as we approach the busy holiday weekend.”

The Water Sports Foundation recommends the following tips to maximize boating fun and safety this Fourth of July weekend, and beyond:

1. Important Basics: Plan Ahead & Be Prepared

  • Boaters should conduct a thorough inspection of their vessel and trailer to ensure everything is in working order. Check with the local Coast Guard auxiliary or Power Squadron for free vessel safety checks.
  • Conduct a pre-departure check to make sure all required safety equipment is secured on board and operational.
  • Top on the list: ensure life jackets are available and properly fit for weight and size for every passenger, especially youngsters. Life jackets save lives!
  • Check weather conditions and plan accordingly. Be prepared to find shelter or return home if inclement weather is approaching.
  • Never overload your boat. Check the capacity plate and follow all weight mandates.
  • If you are operating a boat 26’ or smaller, make sure to comply with the new federal law requiring boat operators to wear and engage ECOS: Emergency Cut-Off Switch. Worn by the captain, this safety lanyard will shut off the engine immediately in the case of an overboard fall.
  • Make sure VHF radios, phones and EPIRB transponders work. Consider carrying a portable cell phone battery charger as back-up.
  • Pack sunscreen, first-aid kit and a basic toolkit.

2. File a Float Plan

  • Create a simple document that includes the names and contact information of all those aboard the boat, along with planned destinations, expected departure and return times.
  • Leave the plan with marina personnel and/or responsible emergency contacts.

3. Pre-Departure Communications

  • An important and often overlooked boater safety strategy: the captain should always gather the crew prior to departure to fully review safe boating protocols and practices.
  • This may include instructions for passengers to remain seated when the boat is underway; to keep arms and legs within the vessel; to wear life jackets; and to review pre-appointed assignments such designated observers during watersports activities, etc.

4. Designate a Sober Skipper

  • Don’t drink and drive. Boating under the influence is the primary cause of boating-related deaths in the United States.
  • The serious effects of sun, wind and water when coupled with the consumption of alcohol is a dangerous cocktail and recipe for potential disaster.
  • Besides safeguarding family and friends from the effects and consequences of alcohol use, keep in mind marine law enforcement will be heavily patrolling waterways and issuing citations for those who are impaired and operating vessels under the influence.


5. Raft-Up Tips for Large Boat Gatherings

  • If you’re an inexperienced boater, avoid navigating in large boating hotspots until you’ve gained more experience operating in crowded conditions. Even seasoned skippers should exercise extra precaution when joining a big boating bash.
  • If you plan to raft-up with other boating friends, meet in advance to discuss strategies prior to departure so everyone knows the game plan.
  • Choose your spot carefully. Remember, if you’re positioned in the center of the action, don’t expect to make a fast or easy getaway.
  • As you approach the destination, slow down to idle speed.
  • Designated observers should be engaged to look out for anchored and moving boats in your path along with swimmers, paddlers and tubers in the area. Approach carefully.
  • Once you’ve selected your location, the largest boat in the fleet should anchor first with appropriate line lengths, along with fenders extended on both sides.
  • As the raft-up ensues, consider use of a boat hook to help secure boats together. Once hooked, the captain is free to cut the engine, throw dock lines and connect.
  • Where possible, tie off at least two dock lines to each boat’s cleats, preferably at the bow or midship, and one at the stern.
  • The same slow and deliberate approach should be taken at departure.

6. Night Moves & Fireworks

  • Novice boaters should minimize their exposure and risk after sunset, especially when considering the large crowds expected for holiday and fireworks festivities. Experienced boaters should also exercise extra precautions when operating at night.
  • Prior to departure, be sure you know approved anchoring locations issued by area marine authorities; comply accordingly. Chart your route in advance and map positions for navigation markers which may be difficult to see at night. Where possible, deploy GPS electronics to aid in navigation.
  • Check in advance to ensure your boat’s running and anchor lights are working. For extra safety, carry a spotlight and flares.
  • Be sure your fire extinguisher is aboard and easily accessible.
  • Give yourself adequate time to reach and/or return to your targeted destination. Due to enhanced visibility concerns and distractions, travel at slower speeds.
  • Be patient and expect delays at busy marinas, boat ramps and docks.
  • Keep your boat safely distanced from the fireworks barge, as well as from other boaters.
  • NEVER ignite fireworks of any type including sparklers from your boat.
  • Report illegal fireworks activities.

7. Paddle Safety

  • Always wear a life jacket. Three-quarters of people who died while paddling in 2019 were not wearing a life jacket. Don’t be a statistic—buckle up.
  • Dress for the weather and the water temperature.
  • Know and follow the local boating rules. Like it or not, you’re the little guy. Be careful around other boats and avoid the crowds when you can.
  • See and be seen. Wear bright clothing and keep a whistle in reach (pro tip: clip it to your life jacket). This is especially important in busy waters.
  • Choose your location carefully. Make sure your skill, experience and craft are a match for the waterway you choose.
  • Practice re-entering your kayak, canoe or paddleboard from the water.
  • Don’t drink alcohol and paddle.
  • Share your float plan (see Number 2 above)

“We want boaters to avoid becoming a boating statistic over this holiday weekend by practicing a few safety measures to keep everyone safe,” said Emmons. “We believe safe boaters are happy boaters, so let’s all have fun by being well-prepared and safe on the water.”

About the Water Sports Foundation

Headquartered in Orlando, FL, the Water Sports Foundation (WSF) is the non-profit educational arm of the Water Sports Industry Association (WSIA.net). The WSF National Public Relations Outreach including this press release is produced under a grant from the Sport Fish Restoration and Boating Trust Fund, administered by the U.S. Coast Guard.

Get On Board Campaign Amplifies Consumer Awareness Throughout National Fishing and Boating Week

The Get On Board marketing campaign, a united effort from the Recreational Boating and Fishing Foundation (RBFF), Marine Retailers Association of the Americas (MRAA) and the National Marine Manufacturers Association (NMMA) to generate consumer awareness for boating and fishing, launched last week, June 5-13, coinciding with National Fishing and Boating Week.

Discover Boating and Take Me Fishing report the campaign kickoff last week featured public service announcements (PSA), a satellite media tour (SMT), earned media relations coverage, influencer and content creator partnerships, paid advertising, digital marketing, organic social media promotion and more. Throughout NFBW, Get On Board generated over 163 million impressions with more than 630 TV and radio placements.

In its second year, the Get On Board campaign, with a dedicated focus on retention and recruitment, saw outstanding early results, including:

  • 302 downloads of the Get On Board toolkit by industry stakeholders
  • 34% increase year-over-year in overall sessions to DiscoverBoating.com
  • 88K referrals from Take Me Fishing™ to DiscoverBoating.com, up 1,144%
  • 82K referrals from Take Me Fishing™ to state boat registration pages, up 16% year-over-year
  • 10,045,746 overall sessions to RBFF digital properties, a 36% increase year-over-year
  • 645K referrals from Take Me Fishing™ to state fishing license pages, on par with 2020 numbers
  • 2021 Get On Board press release was picked up by 225 news organizations and secured 137.9 million consumer impressions
  • Take Me Fishing and Discover Boating activated 87 influencers from varying backgrounds throughout NFBW to reach an audience of 440,600 on social media; posts earned posts earned more than 213,000 engagements.
  • More than 639 media placements ran across the country featuring campaign spokesperson and nationally recognized psychiatrist Dr. Jessica Clemons, who discussed the mental health and wellness benefits of fishing and boating.
  • Disney Parks shared with nearly 2 million followers on its blog, Tik Tok, Instagram and Facebook channels National Fishing and Boating Week content, including #TheWaterIsOpen.

Discover Boating reports that more than 450 industry stakeholders have joined the campaign. Open to all brands and leaders within the boating and fishing industries, the Get On Board campaign encourages all stakeholders to relay the important message that boating and fishing continue providing lifelines to health and wellness. The GOB Toolkit is free to download, offering customizable resources. The campaign hashtag is #TheWaterIsOpen — which saw more than 3,200 uses as part of a social media movement among influencers, industry partners, outdoor enthusiasts, anglers and boaters.

All questions may be directed to Bruna Carincotte, RBFF’s Director of Public Relations and Communications, at bcarincotte@rbff.org and Maggie Maskery, NMMA’s Director of Consumer Public Relations, at mmaskery@nmma.org.

MRAA Supports Bipartisian Legislation to Reauthorize Conservation Program

The Marine Retailers Association of the Americas announced its support of bipartisan and bicameral legislation that would reauthorize the Sport Fish Restoration and Boating Trust Fund. This important program supports about $650 million annually in fishery restoration and conservation programs, boating access and infrastructure, fish stocking programs and the highly successful and award-winning national outreach communication effort that has help to grow participation in boating and fishing.

The Sport Fish Restoration and Recreational Boating Safety Act of 2021 was introduced in the Senate by Sens. Maria Cantwell (D-Washington) and Roger Wicker (R-Mississippi) and in the House by Reps. Debbie Dingell (R-Michigan) and Garret Graves (R-Louisiana). 

“This legislation provides critical funding for our industry, for the many millions of consumers who enjoy boating and fishing, and for the important conservation efforts that protect our waterways and fish habitats,” says MRAA President Matt Gruhn. “We appreciate the leadershihp of Senators Cantwell and Wicker and Representatives Dingell and Graves for being champions of the Sport Fish Restoration and Recreational Boating Safety Act of 2021.”

The SFRBTF was introduced in 1950 with the passage of the Dingell-Johnson Act, which created a federal excise tax on recreational fishing equipment. In 1984, the Wallop-Breaux Amendment expanded the program by adding federal fuel taxes for motor boats and small engines. The SFRBTF is funded by manufacturer’s excise taxes on fishing equipment, import duties, and motorboat and small engine fuel taxes. These funds are then used for programs like the Boating Infrastructure Grant Program, which provides funds for the construction, renovation, and maintenance of tie-up facilities with features for transient boaters, as well as the Recreational Boating & Fishing Foundation, which has helped to attract new boaters and fishing enthusiasts to the sport in large numbers and thereby increasing the funds that are added into the Trust Fund.

“The SFRBTF is an important program for conservation and access as it provides state fish and wildlife agencies with much needed funds for habitat restoration and infrastructure improvement,” said Chad Tokowicz Government Relations Manager for the MRAA. “This funding makes it possible for anglers and boaters to find more recreational opportunities and contribute to important conservation efforts simply by fueling up their boats and buying new fishing equipment.” 

We ask that you follow the link to the Boating United Action Alert and ask that your Member of Congress support the Sport Fish Restoration and Recreational Boating Safety Act, as the two bills make their way through the House and Senate. 

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, contact us at 763-315-8043.

MRAA’s Tokowicz Appointed to Sober Skipper Advisory Council

The Marine Retailers Association of the Americas announced today that Chad Tokowicz, Government Relations Manager for the MRAA, along with five new boating industry stakeholders have been tapped to serve on the North American Sober Skipper Advisory Council.

The Sober Skipper Advisory Council collaborates on strategies to promote greater awareness and adoption of boating safety initiatives and messaging both within the recreational marine industry and the boating consumer space. The council is also actively involved in promoting and judging the organization’s annual National Boating Industry Safety Awards.

“It’s an honor to be appointed to the North American Sober Skipper Advisory Council and I look forward to working with the other Council Members in ensuring boaters are staying safe on the water,” said Tokowicz. “With a record number of boaters on the water over the past year, it is imperative folks in the boating industry are working together to assure smart decisions are being made and that folks are enjoying their boating lifestyle.”

New appointees voted onto the North American Sober Skipper Advisory Council will serve a two-year term which began June 1, 2021. Appointees are listed below in alphabetical order:

  • Shannon Aronson, Marketing and PR Director, American Boat & Yacht Council
  • Laura Barry, Regional VP/West Coast, West Marine
  • Capt. Bob May, Owner/Producer, Bob’s No Wake Zone Boating Radio Show
  • Adam Quandt, Managing Editor/Top 100 Program Director, Boating Industry magazine
  • Scott Rath, General Manager, Uflex USA, Inc.
  • Chad Tokowicz, Government Relations Manager, Marine Retailers Association of the Americas

 

“We received a record number of nominations for new term appointments and were very pleased by both the enthusiastic response and the outstanding qualifications of the slate of candidates,” said Sea Tow Foundation Executive Director Gail R. Kulp. “Our six new council members help to round out representation from throughout the recreational marine industry and we are thrilled to welcome them aboard.”

The new appointees join the current slate of council members including David Connolly, Thomas H. Connolly and Sons; Jim Emmons, Water Sports Foundation; Kevin Falvey, Bonnier/Boating Magazine; John Jost, Ken Cook Company; Capt. Keith Lake, MarineMax; Nic Thomas, Freedom Boat Club; Stephanie Vatalaro, RBFF; Annamarie Worrell, Emerald Coast Marine Group; TK Krumenacker, AAA Insurance; Tyler Mehrl, Mercury Marine; Mark Pillsbury, Bonnier/Cruising World Magazine; Angie Scott, The Woman Angler & Adventurer; Eric Shepard, retired; and Leslie Zlotnick, Yamaha Watercraft Group. The council’s executive committee includes Kristen Frohnhoefer, Sea Tow Services International; Gail R. Kulp, Sea Tow Foundation; and Wanda Kenton Smith, Kenton Smith Marketing.

About the Sea Tow Foundation’s North American Sober Skipper Advisory Council
Launched in 2019, the North American Sober Skipper Advisory Council represents multiple sectors of the recreational boating industry along with an executive task force. In its first year, the council organized and debuted its first National Boating Industry Safety Awards to recognize the outstanding work of recreational boating organizations in promoting boating safety. The council is actively engaged in ongoing support of multiple safe boating initiatives. For more information about the North American Sober Skipper Advisory Council, please visit: www.boatingsafety.com/nassac

About the Sea Tow Foundation
With a focus on safe boating practices that result in fun on the water, the Sea Tow Foundation – a 501(c)(3) nonprofit organization – was established in 2007 by Sea Tow Founder Capt. Joe Frohnhoefer. The Foundation brings attention to the number of preventable boating-related accidents, injuries, and deaths, and directly addresses prevention methods through education and awareness. Through the Foundation’s Life Jacket Loaner Program, more than 75,000 life jackets are available and free to borrow and return at over 750 life jacket loaner stations located across the United States. The Foundation’s Sober Skipper Campaign aims to eliminate Boating Under the Influence by encouraging boaters to Take the Pledge to be the sober skipper before heading out on the water. And the Sea Tow Foundation also established the National Boating Industry Safety Awards in 2019 to recognize and reward for-profit boating businesses for their efforts to promote boating safety. For more information on the Sea Tow Foundation, please visit BoatingSafety.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, contact us at 763-315-8043.