Coming out of the Grow Boating Summit in December, attendees spanning boat, engine and accessory manufacturers, as well as dealers and key industry partners, outlined Discover Boating’s role as the first marketing touch point for helping to attract first-time boat buyers.
Discover Boating is a public awareness effort managed by the National Marine Manufacturers Association on behalf of the North American recreational boating industry. Its programs focus on increasing participation and creating interest in recreational boating.
“Fox & Friends,” the national morning TV program, featured Discover Boating and ways to get on the water last week, showcasing four vessels for a variety of budgets.
Carl Blackwell, senior vice president and chief marketing officer of the National Marine Manufacturers Association and president of the national Grow Boating campaign, grew up boating but didn’t take a direct path to the industry.
First-time boat buyers represent 33 percent of all boats sold in the United States, which is nearly a 20 percent decline since 2005.
Marine industry stakeholders unanimously agreed to continue funding the industrywide marketing campaign Discover Boating.
Grow Boating said today that the Marine Leadership Alliance donated $10,000 to the national Discover Boating campaign, helping to fund the industry’s common goal of growing recreational boating.
Discover Boating said it is sending shoppers to manufacturer brand websites as part of its website referral program, helping to bring new people into boating.
Discover Boating said it conducted the most comprehensive study it has ever done on first-time boat buyers and what inspires them to buy.
Discover Boating shared Twitter tips for boat manufacturers and dealers as part of its Social Media 101 summer series.
Discover Boating’s North American marketing campaign exceeded its benchmarks for 2015 as it helped to direct more than 2.9 million visitors to boat manufacturer websites, an increase of 66 percent from 2014.