Discover Boating Outlines Timing for Brand Evolution Rollout

NMMA Chief Brand Officer, Senior Vice President Ellen Bradley Shares Insights & Evolution Plans for Discover Boating

The industry’s strategy to amplify the recreational boating industry’s collective voice to grow participation is beginning to take shape as NMMA integrates the marketing power of its boat shows under the Discover Boating brand. While boat shows are an extension of the brand, the real power of Discover Boating is introducing new people to the boating lifestyle.

Boating lifestyle infographic Read on for the latest Q&A with NMMA’s Ellen Bradley, chief brand officer and senior vice president of marketing and communications and click here for an accompanying infographic.

Before we dive into summer 2021 plans, can you shed light on how the “Get on Board” campaign came to be?
EB: This year, Discover Boating is doing a second-year partnership with RBFF’s Take Me Fishing to continue the powerful rallying cry we unveiled last summer – Get on Board. The past year and a half presented a challenging yet opportune moment for both the Discover Boating and Take Me Fishing marketing teams. What we quickly realized last spring was that boating and fishing had the potential to capture attention like never before. With the pandemic creating uncertainty across industries like cruise lines, international travel, and sporting events, brands were pulling their marketing dollars and campaigns leaving a gap in the market. We knew it was a chance for us to break through and tell our industry’s story with a relevant message for what our country was going through—Americans were seeking a safe way to spend time with close loved ones, be outdoors, and focus on their personal wellness.

At the same time, on the Discover Boating side, manufacturers were shut down for weeks due to COVID restrictions and we saw funding decline as a result. We had to get creative and so together with RBFF and MRAA we pooled our resources, got as loud as possible and put boating and fishing on everyone’s radar across the US and Canada. NMMA’s Frank Hugelmeyer, RBFF’s Frank Petersen and MRAA’s Matt Gruhn championed this united effort at exactly the right time.

What’s on tap for this summer?
EB: Following the IPSOS research shared a few months ago and the number of people we’re continuing to see turn to outdoor recreation for stress relief, family connection and health, we’re really leaning into the wellness benefits of boating and fishing this summer. You’ll especially see this messaging come through our PR and social. In fact, the PR team has already been hard at work, and recently met with more than a dozen top tier national lifestyle media to share our industry’s story. In addition to an aggressive PR effort, we have digital advertising, social media campaigns, new content and an influencer campaign. Combined with the Take Me Fishing team, we’re working with approximately 60 influencers across the US and Canada, getting them on the water to share their own boating and fishing moments and adventures. And, in addition to Instagram and YouTube, we’re excited to be on TikTok this year for the first time given its growth among Gen X and millennials and its short-form video-sharing format.

We recently announced the elements of this summer’s campaign in a joint press release with RBFF and MRAA . A big part of the campaign lies in the hands of the industry—we want to see dealers, marinas, manufacturers and industry stakeholders across the board helping to spread the word about the joys of boating and fishing. And we’re making it easy with the “Get on Board” toolkit. Whether it’s social content, videos, or digital ads, we’ve got you covered.

What are some the results to date in 2021?
EB: DiscoverBoating.com is a hub for all things boating lifestyle, attracting millions of potential boat buyers each year. There’s an incredible foundation that’s been built over time and the past few years the team has focused intently and intensely on content. As a result, our organic traffic is breaking records and we’re seeing continued year over year (YOY) growth in site traffic and manufacturer referrals. What’s especially exciting is we’re continuing to see this even as we’ve entered May, which this time last year was a month we saw massive spikes in traffic as it became clear the pandemic was here to stay for a while and boating could provide much-needed solace.

Through May, traffic is up about 50% YOY and referrals are up nearly 10% YOY which has us at about 2.5 million unique visitors and about 1 million referrals. What’s more, we’re seeing a younger, more diverse visitor. In fact, the largest user segment right now on DiscoverBoating.com is 25-34 years old. What’s more, there’s been 90% YOY growth in traffic among 18–24-year-old visitors and a 41% increase in women visitors. Nurturing these potential boaters and boat buyers is a critical element of Discover Boating. It also happens to be one we’re constantly tweaking, learning about, and improving upon given the constant changes and evolutions in digital as well as where these consumers find themselves in their exploration of the boating lifestyle.

As dealers face inventory shortages across the country, can you talk about the mission of Discover Boating?
EB: Discover Boating exists to introduce people to the boating lifestyle and advance their exploration of boat ownership to ultimately grow participation and boat ownership. To grow our industry we need to be engaging the next generation customer now.

Someone recently asked me, “why do we need Discover Boating right now if we don’t have any boats to sell/don’t have inventory?” My response was two-fold 1) there’s no doubt one of the reasons there aren’t boats to sell right now is because we had the Discover Boating campaign the past 15 years planting seeds with millions of consumers and 2) Discover Boating is not a short-term sales promotion – it’s a long-term initiative to introduce the next generation of customers to boating so there’s interest in 2, 3, 5+ years.

The campaign is not designed to get people into a dealership today—that’s the job of manufacturers and dealers who are primed to market and sell to the person who’s decided they’re buying a boat. Instead, Discover Boating fills a void in our industry and that’s to build awareness for the boating lifestyle by inspiring and igniting interest, ultimately turning prospective boat shoppers into boat shoppers. That’s why you’ll hear us talk about the hand-off from Discover Boating to manufacturers and dealers being so key. It’s also why you can expect to see us constantly fine-tuning that process as we work to ensure our industry takes a much more personalized approach with our consumer interactions.

What does the future hold for Discover Boating?
EB: The industry’s Discover Boating funding from assessments is laser-focused on building interest and future customers through our awareness and interest campaign. That won’t change. A key part of this, which is coming to life in a bigger way through NMMA’s recent partnership with MRAA, is Discover Boating’s role in retention – which is ultimately all about the customer experience once someone becomes a boat owner.

We’re all familiar with the significant attrition rate among first-time buyers (Info-Link cites it at 42% after five years). Tackling this is key. Customer experience has to be prioritized across the board if we’re going to grow and be relevant in the next 5, 10, 15 years. MRAA is investing heavily in both content and education and has been spreading the message about the importance of improving the customer experience at all industry touchpoints and they’re providing solutions, advice and resources for how to do it.

In addition to a strong focus on the customer experience, we’re working with a new creative agency to better understand the consumer of today and tomorrow so we’re inviting them to the boating lifestyle in a way that resonates with them and where they are in their lives. Not only have we all gone through tremendous change this past year but as we work to expand the Discover Boating brand universe the time is right to do a gut check and ensure the brand is aligned with our audience. Part of our research includes diving deeper into what motivates people to be boaters, what attracts them to the lifestyle, and what inspires them to get out on the water. All of this work will result in a new campaign to launch next spring. It will also result in a refreshed logo that will be unveiled in the coming months. And, it’s all rooted in exciting consumers about the joys and freedoms of the boating lifestyle, helping them get started, and helping them remain excited.

You’ve shared the strategy to expand and amplify Discover Boating through boat shows. Can you elaborate on whether it’s just NMMA boat shows?
EB: Discover Boating is an industry-wide campaign, funded by the industry, for the industry. Through Discover Boating assessments, the campaign has an annual budget that hovers between $6-8 million. While that’s a lot of money, when you’ve got to be national in scope and are competing for consumer attention alongside recreation and leisure industries spending three to four times that amount it forces you to be incredibly efficient, which we do through our digital-focused campaigns, and incredibly creative with how you extend the value of each dollar. NMMA’s Board of Directors recognized we could do this by leaning into the immense marketing power of NMMA’s boat shows. And we don’t want to limit the brand to NMMA shows—again, this is an industry-wide initiative so we want participation from across the boat show universe. In fact, we’re working alongside other industry boat show producers to explore ways they can bring Discover Boating to their events too. As other shows add their support, we grow our reach and impact even more.

To clarify, don’t boat shows target repeat boat buyers? Why bring Discover Boating, which is geared toward welcoming new boaters, to these events?
EB: Boat shows have historically attracted repeat buyers because they provide an ideal one-stop shop. Boat buyers get to see the latest boats from across a region in one place, and often find some of the best deals of the year. However, when we bring lifestyle activations, entertainment, on-water training, and social elements to the show, suddenly they not only enhance the repeat buyer’s experience, but they provide a unique opportunity for potential boaters too. When we’ve delivered this at our shows, we have seen increased interest from potential first-time buyers. Boat shows are this powerful strategic advantage for our industry. At shows, you get to see the boating community up close, feel and touch the products, and get a taste of the lifestyle, all while addressing some of the barriers would-be boaters face—from financing and insurance to education/know-how.

NMMA’s boat show PR alone generated nearly $18 million dollars in advertising value in 2020 (the amount it would cost if PR placements were ads). Infusing Discover Boating into that PR is an incredible opportunity to extend the industry’s investment in the brand and create a more impactful industry voice. This is what’s at the root of the NMMA Board’s decision to integrate the brand with shows.

By bringing boat shows under the Discover Boating brand, with the goal of ultimately adding even more lifestyle components that engage and attract interested and existing boaters, we create an omni-channel marketing experience and expand our collective voice and impact. Boat shows are sales events and valuable marketing platforms for exhibitors, and for boating. As we look at the 2022 season, we’re already seeing demand from consumers as they crave a return to events. If I’m an exhibitor, I’m thinking about how I take advantage of this opportunity to stand out and dial-up how I use boat shows to market my brands and my dealership.

How will the Discover Boating brand show up at shows? What will that look like?
EB: For NMMA’s 2022 boat shows, we’ll begin to strategically introduce Discover Boating over time. Expect a multi-year transition. In year one, this means you’ll see the brand as a presenting sponsor. For example, the Progressive Insurance Chicago Boat Show will become the Progressive Insurance Chicago Boat Show, presented by Discover Boating. This allows us to make Discover Boating a significant part of the show brand – placing it across all our marketing materials, while educating attendees on the Discover Boating brand experience. To start, this experience will include a new Discover Boating section on our boat show websites with curated content related to boater education and resources and the joys of the boating lifestyle. Similarly, we’ll enhance our education content on DiscoverBoating.com to help interested boat buyers understand the boat show experience.

We’re doing things a bit differently in Miami since it’s now a much larger, city-wide boating event as a result of the partnership between NMMA and Informa. We’ll soon be unveiling an exciting Discover Boating branded experience, so stay tuned!

For a timeline of what’s on tap for Discover Boating and the integration of industry boat shows in the months ahead click here to view the infographic.

Questions on the evolution of the Discover Boating brand and/or integration of boat shows? Check out this recent article and Q&A, or contact Ellen Bradley at ebradley@nmma.org.

 

This news story and Q&A session originally ran on NMMA.org. 

New Creative and Media Agency Named for Discover Boating

Cutwater to develop new brand platform and consumer campaign; Launching 2022

As part of the Discover Boating brand evolution strategy recently shared by NMMA and MRAA, independent creative and media agency Cutwater has been selected to lead development of the Discover Boating brand platform and consumer campaign. The agency will report to the NMMA team as part of the consumer-facing awareness work the association manages on behalf of the industry’s Discover Boating initiative.

“As a company named after the leading edge of a boat, we couldn’t be more thrilled to work with the leading association representing the recreational boating industry in North America,” said Christian Hughes, President of Cutwater. “We are avid boaters ourselves and are excited to work with the National Marine Manufacturers Association to encourage more people to experience life on the water.”

“We’ve found an ideal partner in the Cutwater team, as their expertise and shared passion for life on the water will help guide the industry’s Discover Boating brand through an exciting evolution as we welcome more people to boating,” said Ellen Bradley, NMMA’s chief brand officer and senior vice president of marketing and communications. “Cutwater has a deep understanding of our customers, stakeholders and the role of a brand’s voice on behalf of an industry, all of which will help us elevate our brand experience as we work together to make boating the preferred choice in recreation.”

The new brand platform and campaign work from Cutwater for Discover Boating will launch in 2022. In preparation for that work, the agency is working with NMMA to refresh the Discover Boating logo, which will be unveiled in the coming weeks.

Cutwater is an independently owned full-service creative and media agency with offices in San Francisco and New York City. They pride themselves on crafting distinctive ideas that cut-through, stand apart, and drive business growth. Client experience ranges from iconic legacy brands like Russell Stover, Brawny, and Levi’s, to inspiring start-ups with lofty goals like Unison, Strava, and American Giant, and just about everything in between. Cutwater is led by Founder and Chief Creative Officer, Chuck McBride, and Principal and President, Christian Hughes. For more information, visit www.cutwateragency.com.

This news originally ran on NMMA.org

Time to Focus on Your Repair Cycle Times

Over the pandemic-riddled 12-month period of April 2020 through March 2021, it took boat dealers an average of 70.5 days to complete service on a new boat under warranty.

This isn’t a rough estimate. We’ve pulled this data directly from the Lightspeed dealership management systems of real boat dealers. This jaw-dropping statistic underscores a number of harsh realities that negatively impact the boat ownership experience.

CDK Lightspeed began tracking this data after an insightful presentation that Valerie Ziebron made at the 2019 Dealer Week, the Marine Retailers Association of the Americas’ annual conference. It shows Repair Cycle Times, or the number of days a boat spent in the shop (or at least in a dealer’s possession) between the initial write-up and the final close-out.

Let’s start with the basics of this entire conversation:
1. Over the 12-month period, it took dealers an average of 54 days to move a boat through the entire repair cycle. That’s a week shy of two months. As a boat dealer, my first question would be: “How do I shorten this timeframe?”
2. The average time it took for a customer-pay repair order to move through the process was 50 days, or a little more than four days shorter than the overall average. Still more than a month and a half in duration, how do we shorten this time in shop.
3. But that also means that the average time for a warranty repair to be made is off the charts: More than 70 days in shop. Now, we’re at more than two months for brand-new boats and our most valuable customers. That these high-priority boaters are off the water for 10 weeks is troubling, to say the least.

But while it can be tempting to start blaming the other side of the supply chain here, let’s take a closer look at some of the details. Lightspeed broke down the time allotments for situations with an RO that required an out-of-stock part, and here’s what we learned:
1. From the write-up to the day the part was ordered, on average, dealers took a full month before they ordered the part. Do you have the processes in place to inspect, troubleshoot and order parts when the boat first arrives? If so, you could potentially cut a full month out of the repair cycle.
2. After the order was placed, it took more than a week for the parts to arrive. In the era of same-day delivery, more than two days feels like an eternity. But seven? How do we shorten this cycle?
3. Then, once the part is received, it took nearly another 19 days before the problem was repaired and the RO was closed out. Are you using processes in your dealership to create the greatest efficiencies here? And how much time is spent waiting for the customer to come pick up that boat?

It’s true that this data has been sampled amidst the pandemic, when supply chains are compromised and the pressure on dealer service departments has been unprecedented. The data didn’t exist for more than three months prior to the pandemic, so it won’t be until after this cycle of supply and demand normalizes that we fully understand covid’s implications. In the meantime, however, there is room for improvement, and smart dealers will be working toward shortening the time in shop for each boat.

If repair cycle time is a concern for you, and through the eyes of the customer experience, IT IS, then you’ve got some opportunity to create a competitive advantage here. These average times are ripe for reduction, and shortening these time frames will lead to greater revenue, greater profit margins, and happier customers. And when those customers start to brag to their friends about how quickly you turned their boat around, the word-of-mouth marketing you’ll receive will prove invaluable.

Our team at the MRAA has been compiling best practices and other strategies for reducing your repair cycle time. Check them out at MRAA.com/resources and select the Service tab for access.

Written by MRAA President Matt Gruhn, this article on repair cycle times and the importance of focusing on reducing them to have more success and make happier customers originally ran in the CDK Newsletter.

Delaware Right to Repair Bill Amended to Exempt Marine Equipment

The Marine Retailers Association of the Americas and the Coalition Opposed to Illegal Tampering have made progress in Delaware after meeting with state legislators to inform them of the potential harms right to repair legislation could have on marine and related industries. An amendment to the bill, filed by Rep. Valerie Longhurst, will exempt marine equipment from potentially hazardous right to repair legislation.

Right to repair legislation, which has been introduced throughout the country, would allow independent repair providers, whether individuals or businesses, the same access to the firmware, source codes, and other proprietary information and tools needed for repair as authorized repair providers. While MRAA and the Coalition Opposed to Illegal Tampering support repairs done by owners, we recognize the inherent safety and environmental implications making this information available to unauthorized or “independent” repair providers.

Unamended, the Delaware Digital Right to Repair Act (House Bill 22) introduced by Rep. Briggs King, would allow uncertified technicians and users to access the source code of marine engines, electronics, and additional products like farm and forestry equipment. As originally written, this legislation was intended to provide users and owners of computers, cell phones, and other electronics the ability to make repairs without the need of authorized repair providers and even went as far to exempt motor vehicles. However, due to the non-specific language of the bill, it would expand those allowances to marine technology, farm equipment, medical devices, and more. To minimize the safety and environmental implications an amendment offered by Rep. Longhurst would exempt “manufacturers, distributors, importers, or dealers of all off-road (non-road) equipment,” which includes marine equipment.

“On behalf of MRAA and the marine industry at large, we would like to thank Representative Longhurst for the introduction of the amendment,” said Chad Tokowicz, Government Relations Manager for the Marine Retailers Association of the Americas. “We appreciate Representative Longhurst’s leadership and understanding that if left unchecked, this legislation could have serious environmental and safety implications for boat users and our dealers.”

As right-to-repair legislation continues to surface throughout the country, the MRAA and the Coalition Opposed to Illegal Tampering continue to monitor these bills and educate key members of state legislatures on the environmental and safety implications for the marine and related industries. Changes to exempt the marine sector are also critical as certified technicians, like those who receive training through the American Boating and Yacht Council, provide a high skilled labor force for our members and dealers to consistently deliver quality repairs and service.

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.

RBFF, NMMA and MRAA to Kick Off 2021 Get On Board Campaign During National Fishing and Boating Week

Second-year collaboration remains focused on recruiting and retaining boating and fishing newcomers this summer

Alexandria, VA (May 25, 2021) – The Recreational Boating & Fishing Foundation (RBFF), the National Marine Manufacturers Association (NMMA), and the Marine Retailers Association of the Americas (MRAA) today announced the Get On Board consumer marketing campaign will launch during National Fishing & Boating Week, June 5-13. After a historic year with record sales and participation in boating and fishing, the 2021 industry-wide campaign will focus on retaining the recent surge of newcomers, while recruiting the next generation of boaters and anglers.

Get On Board 2021 “More Americans are discovering fishing and boating are not only fun activities the whole family can enjoy close to home, but also a lifeline to wellness,” said Stephanie Vatalaro, Senior Vice President of Marketing and Communications for RBFF. “This year we will continue to encourage people from all walks of life to get outside and enjoy fishing and boating to boost their mental health. These efforts will support our industry with new customers and sales, and the critical conservation programs that are funded by participation.”

Following the success of the first-of-its-kind industry collaboration between RBFF’s Take Me Fishing and NMMA and MRAA’s Discover Boatingin
2020, this year’s integrated campaign will include:


• TV and radio public service announcements (PSA) featured across thousands of stations and networks, including Disney and ABC affiliates, ESPN and more
• A satellite media tour (SMT) and press outreach leveraging new national media spokesperson
 Dr. Jessica Clemons, MD, Board-Certified Psychiatrist and recognized leader in mental health and wellness
• Robust influencer program with a diverse fleet of 60+ social media content creators
•
 Custom blog and video content through media companies, including Hearst, Buzzfeed and Complex to connect with new audiences
• Paid advertising and digital marketing across channels and avenues such as Disney, Hulu, Verizon, The Weather Company,
 Spotify and more
• Social media promotion across Facebook, YouTube, Twitter, Instagram, Pinterest and TikTok


“With demand for boating and fishing at record highs we’re seeing younger, more diverse first-time buyers and participants, signaling that our industry is making inroads as we work to welcome the next generation,” said Ellen Bradley, Senior
 Vice President of Marketing and Communications for NMMA. “Working together on the Get On Board campaign, our goal is to continue increasing participation for the long-term by engaging the next generation now, all while nurturing the newcomers who
 entered the market in 2020.”

A variety of free, customizable Get on Board campaign tools are available for industry stakeholders to support their existing customer growth and retention efforts.
 These resources include social media assets, retention tools, promotional videos, press materials and more.

“We’ve seen how uniting the industry to help amplify our collective voice has yielded unprecedented campaign results and attracted
 new participants with three million new fishing license sales and record new boat sales in 2020,” said Matt Gruhn, President of MRAA. “We encourage the industry to engage and educate new boaters and anglers and utilize the free, easy-to-use Get On
 Board marketing assets this summer.”

Visit www.GOBToolkit.com to download a variety of customizable assets to help promote fishing and boating to consumers. New materials will be made available on an ongoing basis, so users are advised to check back often. 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.

Correct Craft CEO Releases Latest Book ‘Education of a CEO’

ORLANDO, FL (May 20, 2021) – Correct Craft President and CEO, Bill Yeargin, released his fourth book, ‘Education of a CEO: Lessons for Leaders.’  


Book for CEOs This book includes a lifetime of leadership lessons. Yeargin shares his own CEO education including being part of successful teams leading global organizations, attending classes at the world’s best universities, reading dozens of books a year, and traveling
 to over 110 countries. Bill Yeargin is a passionate lifelong leaner who never aspired to be a CEO, but he became one and has embraced the challenges with a passion for growth. Every current or aspiring leader will be better after reading “Education
 of a CEO.”



Correct Craft President and CEO, and author of “Education of a CEO,” Bill Yeargin stated, “My strong desire is that this new book will be helpful to both current and future leaders. I have learned so much from others and continue to learn
 daily from our Correct Craft team. “Education of a CEO” is an opportunity for me to help others, as I have been helped, by sharing some of what I have learned.”  


The book is now available on Amazon and through hundreds of other online booksellers.  


About Correct Craft
Celebrating 96 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 Bryant boat companies, Pleasurecraft Marine Engine Group, Watershed Innovation and Aktion Parks. For more information, please visit www.correctcraft.com.

AIM Women in the Industry Virtual Breakfast

Active Interest Media’s marine group, which includes Soundings Trade Only, is proud to introduce the AIM Women in the Industry Virtual Breakfast. Designed to be a large-scale, female-focused event for marine professionals, it will feature guest speaker, Alicia M. Rodriguez. The virtual breakfast will take place on Thursday, June 3rd, 9am – 10:30am EDT, and will be moderated by Soundings Trade Only leadership.

“Within the marine industry, the landscape of women in a variety of roles is changing and expanding. With that in mind, AIM has created this online, female focused event with a strong, memorable speaker who will engage the attendees,” said Active Interest Media Marine Group president, Gary DeSanctis. “The event is free, and open to all genders. We encourage people to share the event information with industry professionals who would benefit from the program and, if desired, to watch together. Finally, we would like to thank our sponsors for their support: Sea-Tow, Mercury Marine, MarineMax and Volvo Penta. Each of the sponsors has created a workplace environment that empowers women.”

Click here for more information and to register for the AIM Women in the Industry Virtual Breakfast.

Active Interest Media
One of the world’s leading participant media companies, Active Interest Media (aimmedia.com) produces consumer and trade events, websites, magazines, podcasts, and TV shows that reach 40+ million readers, fans, and attendees in 85 countries. Our brands include Anglers Journal, Yachts International, Sail, Power & Motoryacht, Yachts International, Soundings, Trade Only, Passagemaker, Woodshop News, Log Home Living, Old House Journal, Woodsmith, Garden Gate, Cuisine at Home, Writer’s Digest, Horticulture, Popular Woodworking, Numismatic News, and more. The company’s four divisions—the Home Group, Home Arts, Collectibles and Marine Group—also operate thriving B2B platforms, online universities, retail events and marketing services (through our in-house agency, Catapult Creative Labs). Active Interest Media’s customers are smart, engaged, and loyal, and they look to our brands for trustworthy information and services that will inspire and enable them to enjoy their passions.

Soundings Trade Only
Soundings Trade Only is a marine business-to-business information multi-media brand. It includes a monthly print publication, and digital entities including an e-newsletter, website, and social media sites. Soundings Trade Only offers the latest business news, and information about products, trends, statistics, management, marketing insights, and more to the marine industry. Each issue of Soundings Trade Only is designed to inform, reflect, and inspire. It is part of the AIM Marine Group, which includes the following publications: Yachts International, Power & Motoryacht, SAIL, Anglers Journal, Soundings, PassageMaker and Woodshop News. The AIM Marine Group is a division of Active Interest Media.

For more information, please contact Michele Goldsmith at mgoldsmith@aimmedia.com or 847.373.0385.

Marine Industry Certified Dealership Marketing Campaign Yields Excellent Results

MRAA and Bonnier Partnership educates consumers and industry on the importance of Certified Dealership program and its Certified retailers

MINNEAPOLIS — MAY 19 — The Marine Retailers Association of the Americas announces that its recent MRAA Marine Industry Certified Dealership program campaign as part of its partnership with Bonnier Corporation was an overwhelming success, capturing nearly 800,000 total impressions.

Certified Dealership logo

“Our campaign partnership with Bonnier focused on informing consumers, especially the hundreds of thousands of new boaters out there, about Certified Dealers and how they are built to serve them,” says Liz Keener, MRAA Certification Manager, “It’s abundantly clear that boating and fishing consumers saw these marketing efforts through their participation and campaign interaction.”

The Certified Dealer campaign targeted consumers with the key message of the importance of working with a Marine Industry Certified Dealer when buying a boat, parts and accessories. It highlighted how customers can “Buy with Confidence” from a Certified Dealer, as the customer experience is one of the pillars of the Certification program. Throughout the first several months of 2021, the campaign leveraged Bonnier’s consumer reach with strategic marketing and advertising efforts. This included a custom article, social media posts on Facebook and Instagram, story and profile takeovers, newsletter inclusion and both digital display and print ads. Custom emails saw above-average open and click rates. Instagram takeover stories of Bonnier’s Boating and Salt Water Sportsman publications earned hundreds of interactions, link clicks and sticker taps. A custom Dealer Roundtable virtual video with actual Certified Dealers aired on Facebook, YouTube and Dailymotion, garnering more than 245 hours of viewing hours.

“The Dealer Roundtable video has proven to be a big hit for its authentic testimonial of the Certified Dealer program,” added Keener. “This campaign was one way to shed some light on the efforts Certified Dealers put forth to earn this prominent designation, but it’s even more important to note that hundreds of thousands of consumers now know about this dedicated group of dealers and what it means to do business with them. They know they are in good hands, and our hope is they mature into life-long customers.”

MICD Boat Dealers

“The results of this 2021 MRAA Certified Dealer campaign are outstanding and helped consumers gain a better understanding of the importance of choosing a dealer that can help them to amplify their boating experiences,” says Glenn Sandridge, Vice President and Managing Director at Bonnier Corporation. “Bonnier is committed to growing participation in boating, so it was imperative to educate the public about why Certified Dealers are to be highly valued and a first stop in the boat buying process.”

The MRAA continues to evolve the Certification program to help boat dealers institute efficient and accurate processes that lead to an exceptional retail experience for everyone. Certification guides dealers to success with a proven blueprint for developing a world-class business. The MRAA and Bonnier partnership and Certified Dealer program promotion runs through 2022.

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.

Maxwell Medals & Awards Joins MRAA as Partner Member

MINNEAPOLIS — May 18 — The Marine Retailers Association of the Americas announces Maxwell Medals & Awards has joined as a Partner Member.

“For over 20 years I have had the opportunity to see the marine industry through the lens of a customer as well as the lens of a local dealer,” said Maxwell Janis CFP®, President. “My experiences have allowed me to develop a true appreciation for the challenges and joy that boating can bring to our lives. This passion has transcended generations in our family and has motivated me to purchase our family business which allows me to continue to support a market I love!” 

Maxwell Medals & Awards logo

Maxwell Medals & Awards, Traverse City, Mich., truly believes excellence warrants recognition; that recognition begins with its customers. Its team members vow to invest time to understand what exactly customers desire in creating emblems of success to represent their brands and to honor employees, dealers or other industry partners achievements. Maxwell Medals & Awards respects the unique demands each customer journey and situation presents. Part of the Maxwell Difference is immersing itself as part of its customer’s team and a commitment to provide high-quality custom awards, competitive pricing and on-time delivery — all backed by first-class customer service.

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.

“We are excited for Maxwell Medals & Awards to join as a Partner Member with the MRAA,” said Allison Gruhn, Director of Business Development. “We value its expertise within its field and value its assurance to provide our members with a unique experience, customized process and special results.”

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 Maxwell Medals & Awards
For more than 40 years, Maxwell Medals & Awards has been dedicated to providing the best value in its industry offering quality awards, competitive pricing and top-shelf customer service. These founding principles guide our dedicated and knowledgeable team from start to finish; from our impressive in-house design capabilities, through the production process to on-time delivery, our mission is to create an ideal award solution and ensure the best experience possible for each customer. Connect with us today: Phone: 800-331-1383; email: maxwell@maxmedals.com; Web: www.maxmedals.com

Get On Board Campaign Receives Two PR Awards

Get On Board, the industry-wide marketing campaign from the Recreational Boating and Fishing Foundation (RBFF), National Marine Manufacturers Association (NMMA), and Marine Retailers Association of the Americas (MRAA) to grow fishing and boating participation, has received an Award of Commendation from the Public Relations Society of America (PRSA) at the 2021 Bronze Anvil Awards, as well as a Merit Award from the American Society of Association Executives (ASAE) Gold Circle Awards.

PRSA’s Bronze Anvil Awards honor the best public relations tactics that contribute to the success of overall campaigns. In the category of Media Relations for Nonprofit Organizations, the Get On Board campaign was joined by the Home Depot Foundation and the American Heart Association.

The Gold Circle Awards recognize excellence, innovation, and achievement in association/nonprofit marketing and communications. Get on Board was one of three campaigns to receive a Merit Award in the Media/Public Relations Campaign category.

“When the pandemic hit, our team had to quickly pivot and adjust our campaign and PR strategy for 2020,” said RBFF Senior Vice President of Marketing & Communications, Stephanie Vatalaro. “Working in partnership with NMMA and their Discover Boating campaign, we made it happen! And to be honored by PRSA and ASAE is a true testament to the perseverance, passion, and proficiency of our teams.”

Earlier this year, the Get On Board campaign was also nominated for the National PRWeek US Award, established as the communications industry’s highest accolade, in the category of Best in Arts, Entertainment, Sports & Media.