The International Council of Marine Industry Associations has launched its first Grow Boating Guide — a collection of strategies and tactics to increase participation in recreational boating globally.
The guide is aimed at new and established trade associations, as well as interest groups that want to start a national trade association and/or develop a unified campaign to attract new boaters.
It is also a resource for marina operators, dealers and businesses such as charter companies that want ideas about how to grow demand for their services or products.
The guide explores topics that include funding ideas; how to form alliances and gain industry commitment; how research can provide insights into perceived barriers to boating; ideas for consumer campaigns, such as harnessing the power of the mom blogger; utilizing boat shows and events; measuring and monitoring marketing and campaign results; and how to communicate these within the industry and to the consumer.
The guide also features a directory of ICOMIA member Grow Boating campaigns, which are dedicated to promoting watersports and supporting, nurturing and growing the industry globally.