With Video as the Next Frontier, Now is the Time for You to Get Involved

So you want to join the video club, huh? Welcome to the video revolution! For you first timers in the crowd, don’t fret, it eventually gets easier with every video you produce. And for some of you out there, you will unleash a talent and “voice” you didn’t even know existed. You’re an influencer, too, you just don’t realize it yet. With all your years in the boating industry, you have gobs of stories, insights and best practices you can share with others, from peers to customers. You and your team know a lot of best practices for new boaters (maintenance, marina management, new buyer advice, regional vacation hot spots, et al).

 

It helps to know others have had success enhancing their video efforts. I wrote a best practices article with Len’s Cove owner Sean Horsfall called “The Video Game: 13 Tips for Moving to Video Marketing” found within the Operation Keep Your Customers Boating guidebook.  His story is a good reminder that you, too, can find success if you stick with it and learn the tricks of the trade. It’s also worth noting that Horsfall based this effort off of Dealer Week presenter Marcus Sheridan’s previous MRAA educational sessions.

 

Horsfall explained to me it took him a couple of years to finally realize Sheridan’s advice was spot on. He also told me it will continue to get more challenging as others create videos and get better at it. But there’s still time to learn, grow and find your specialty. Check out the article and also visit the Len’s Cove “Lessons In Boating” YouTube page to see some living examples of Horsfall’s work for inspiration and tips of how you can create your own content that not only showcases your knowledge, but also answers your customers’ questions.

 

 

If you were an active participant at Dealer Week 2020, you noticed that video is THE way to go moving forward. Your marketing plan must include more digital efforts, including video productions. Four of those educational sessions cover the importance of video. I’ve listed them below, but let me remind you that all Dealer Week registrants have access to these videos until March 31, 2021. And MRAA Silver Members and above can watch them throughout the year. Register here!

 

1. Dealer Case Study: Pre-Owned Boat Photography and Videography: Within the Customer Pathway, this session, made possible by the Recreational Boating & Fishing Foundation, discusses the growth in and demand for pre-owned boats as well as way to grow revenue. This includes relevant examples from host Jim Million and case study subject N3 Boatworks that your team can incorporate such skills as photography and videography.

2. How to Become a Video-First Dealership: Within the Dealership Pathway, this training session is straight forward on its mission: Video is a must! Host Sam Dantzler and speaker, author and video advocate Marcus Sheridan discuss ways to stay competitive in this space by producing their own videos. Learn the ins, outs and science behind marine videos, including dozens of ideas to implement immediately.

3. How to Build Your 2021 Marketing Plan with or without a Boat Show: Another gem from Sheridan, this session will teach you how to leverage better video practices and techniques to “show” your boats better than ever. It’s just a portion of his plan of attack for 2021 and a must watch whether you’ve committed to doing video or not.

4. Grow Your Customer Base With Facebook Ads in 2021: Educator and author Danny Decker says Facebook Ads represents an attractive, alternative source of qualified leads that you can turn into customers. Within his Dealer Week 2020 session presentation, he clearly states that video content performs best and needs to be entertaining, educational and inspirational. This session also lets you get credit for the 2021 Marketing Course for Continuous Certification.

 

The recently launched MRAA’s Guide to Boat Show Success publication also discusses digital marketing, online boat shows, 3-D camera technologies and other strategies that can help you reach more customers. You’ll also learn where to find educational sessions to help guide you on your next business adventure. All Dealer Week attendees have access to this guide.

 

This blog is to remind you that you need to be doing videos. Consider this a wake-up call and a roadmap for finding more success within this industry. My message to you: Don’t quit before you even start!