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Marketing tactics for post-show success

Use these presentations from the Grow Boating Marketing Summit to help you move the sales needle after the winter boat shows.

With the winter boat shows going full throttle, leveraging digital marketing channels to successfully move the post-show sales needle should become a prime focus for dealers.

A collection of presentations, made available by the Grow Boating initiative, outlines how to effectively market to the next wave of boaters by using digital marketing channels, including video, social media and email. Featured at the Grow Boating Marketing Summit last fall, the presentations are free for dealers to access.

“We conducted a full-day program with a diverse lineup of digital marketing experts that provided attendees at the summit with valuable insights and lessons that could be immediately applied to marketing efforts,” said Carl Blackwell, Grow Boating president. “With digital marketing evolving quickly, staying on top of these changes is important. It is something our national Discover Boating campaign is focused on to ensure we’re reaching potential customers in a meaningful way.”

The presentations include:

  • Jack Ellis, of Info-Link: Today’s Boat Market, Tomorrow’s Boaters
  • Marcus Sheridan, author of They Ask, You Answer: “How the Video Revolution is Changing the World of Business as We Know It”
  • Tom Martin, author of The Invisible Sale: “How to Win the Invisible Sale”
  • Brooke Skinner Ricketts, of Cars.com: “Winning the 4 Ps of Digital Marketing”
  • Tannis McKenna, of Google: “Digital Measurement in the Age of Assistance”
  • Brad Dixon, of Adaptly: “Why Social for Boating?”
  • Steve Pizzolato, Avala Marketing Group: “Perfecting the Prospect Journey: How to Help Consumers ‘Discover Boating.’ ”

“The Grow Boating Market Summit was a comprehensive experience with excellent presenters from a wide range of digital expertise and research,” said Bryan Seti, general manager, Yamaha Watercraft Group. “Reviewing these presentations will expand any marketer’s knowledge of sales trends and improve outreach to potential customers that dealers reached during their winter boat shows.”

“One of the objectives of our Grow Boating program is introducing new marketing practices and education,” Blackwell said. “We’re continually working to identify additional resources that can help the industry execute the kind of consumer marketing that’s going to move the needle for the long term. These seven presentations meet that goal.”

Recordings of all the presentations can be found here, and I encourage dealers to share them with their teams as part of the post-show marketing plan.

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