IBEX 2010: VIDEO: Grow Boating will have digital focus

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LOUISVILLE, Ky. - The Grow Boating board met here at the International BoatBuilders' Exhibition & Conference this week and approved a relaunch of the marketing campaign. The new Grow Boating will use existing boaters to draw people to the boating lifestyle.

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"We're going to use social media and electronic media and other channels to deliver that message that being on the water transforms us," said Thom Dammrich, president of the National Marine Manufacturers Association.

Grow Boating 2.0 will be rolled out in three phases: maintenance, growth and the dream plan phase, said Phil Keeter, president of the Marine Retailers Association of America and a Grow Boating board member.

"We will have to be mostly digital until we get some more money," Keeter said.

The previous Grow Boating, which produced campaigns such as the successful "Good Run" video and "Maybe it's time for that boat," netted 19,000 requests for DVDs with more information about boating. Seventeen percent of those people eventually bought a boat, Keeter says.

"That's an amazing figure, as far as I'm concerned," he said.

Additional information about the relaunch is in the October issue of Soundings Trade Only.

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