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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.

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