The Marine Five Star Dealer Certification program announced a new marketing blitz now under way that targets the boat-buying consumer.
Funded in part by a contribution from GE Capital, the effort by Marine Five Star Dealer Certification includes an online advertising campaign, public relations and communications, social media and a strategic tie-in with Discover Boating through the successful DiscoverBoating.com website. The marketing effort promotes and raises consumer awareness of the benefits of buying from Marine Five Star Certified Dealers.
“This integrated marketing effort allows [the program] to reach a wider audience of boat buyers to communicate the advantages of buying from a certified dealer,” certification director Terry Leitz said in a statement.
The online advertising campaign will feature banner ads placed on such sites as BoatTrader.com and a mix of top Bonnier media websites, including Boating, Saltwater Sportsman, Sport Fishing, Yachting and Cruising World. Online impressions are expected to reach 14 million for the six-month campaign, which runs through August.
Discover Boating will support the program as part of a tie-in with DiscoverBoating.com featuring the program on its home page, as well as in its popular boat detail pages and boat selector tool. In addition, the program will be featured within the Discover Boating e-newsletter that reaches boating consumers nationwide.
Public relations and communications outreach is being facilitated by Kenton Smith Marketing and targets consumer boating media across the United States, in addition to communicating with the industry via outreach to marine trades. Public relations tactics include press releases and outreach to key consumer media; the development of a digital press kit that includes the program fact sheet, Q&A and dealer testimonials; and a revamped section on GrowBoating.org to help educate industry stakeholders and provide useful backgrounder materials for dealers.
Social media efforts will be managed by Grow Boating staff and will include outreach to boating consumers on Twitter using the @DiscoverBoating handle.