Skip to main content

Certified dealer program touts results of marketing campaign

A promotion of the Marine Industry Certified Dealership Program netted almost 800,000 “digital impressions” this summer.

A promotion of the Marine Industry Certified Dealership Program netted almost 800,000 “digital impressions” this summer.

The partnership between the Marine Retailers Association of the Americas and Boating magazine, in its second year, was designed to educate consumers about the benefits of buying boats from certified dealers.

“We have placed a renewed emphasis on educating potential boat buyers about how doing business with a certified dealer not only enhances the purchasing experience, but also ensures their continued care and attention long after taking delivery,” MICD program coordinator Liz Marsha said in a statement.

“Becoming a certified dealer isn’t easy,” Marsha said. “We want the public to see that and appreciate the time and effort required to attain certified status, and we find that partnering with Boating to be an excellent way for us to share these benefits.”

Blending newsletter content, Facebook posts, digital display banners and print advertising, the campaign ran from early April until late June and included custom content across multiple Boating properties.

A series of cheeky comics intended to draw distinctions between certified dealers and their non-certified counterparts were also created and posted to social media and the Boating website — capturing more than 2,500 unique visitors.

The June 2016 print edition of Boating included a full-page color ad exploring the value of certified dealerships, and digital banners were prominently featured on the Boating website from April 1 through June 30.

A pair of custom e-newsletters were sent in May and June to more than 140,000 confirmed email addresses — resulting in nearly 1,000 visits to the MICD homepage.



Indmar Co-Founder Dies at 95

A 20-year veteran of the U.S. Marine Corps, Dick Rowe dedicated himself to the recreational boating industry for more than four decades.


Patrick Completes Transhield Acquisition

Patrick will provide support to the protective covering manufacturer and allow it operate independently in its current facilities.


Don’t Give Winter Shows a Pass

Local boat shows are one of the most effective ways to expose your dealership to new prospects and fill your sales funnel during the off-season.


DEALERS: Are You in Compliance?

A new FTC Safeguards Rule designed to protect consumers’ personal information goes into effect Dec. 9 — are you prepared?


Blaze Destroys Mystic Marine Facility

A four-alarm fire last night consumed at least two buildings and an undetermined number of boats at Seaport Marine in Mystic, Conn.


Gulf Craft Broadens Lineup

The Middle Eastern builder debuted its Majesty 72 and Silvercraft WA models at the Abu Dhabi Boat Show last week.


Vision Marine Announces Battery Partnership

The production contract includes an initial purchase of 240 batteries from French manufacturer Negoy that will be used in 120 of Vision’s complete propulsion systems.