The new markets task force of the Recreational Boating and Leadership Council is working on a major industry educational initiative for 2016.
The task force plans to produce a 45-minute industry training module that will incorporate a mix of updated new data and content, including video segments featuring best practices by marine retailers and other businesses that are successfully engaging and selling to diverse markets.
The presentation will be ultimately geared to retailers, manufacturers, marine trade associations and the industry at large, with the goal of launching live presentations and webinars next spring.
A task force subcommittee chaired by Erik Rimblas of West Marine researched and made recommendations about potential best practice candidates throughout North America. The task force invites additional marine businesses to apply for inclusion if they believe their multicultural marketing program has proven industry merit.
“For us to grow boating, we believe the equation must involve embracing and engaging new diverse audiences,” task force chairwoman Wanda Kenton Smith said in a statement. “The demographic trends are compelling, and if we hope to welcome diverse audiences into our sport and lifestyle, we need to understand the nuances about how to navigate successfully. Our educational initiative is designed to share the latest facts and findings while bringing winning tactical strategies for industry consideration and potential business adoption.”
The educational initiative required private fundraising. Frank Peterson, of the Recreational Boating and Fishing Foundation, pledged $10,000 seed money so long as additional funding was matched.
A total of $20,000 was raised from four sponsors. The title sponsor is the RBFF and platinum sponsors include the Marine Retailers Association of the Americas, the National Marine Manufacturers Association and Freedom Boat Club.