Nautical Distancing

Active Interest Media looks to tap the robust digital engagement it sees from boaters — who, like everyone, are tired of being stuck inside.
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At a time when most people are dreaming about being in public without hand sanitizer, it makes sense that marine enthusiasts are increasingly fantasizing about feeling liberated, rather than cooped up, spending days with family members on a boat.

Active Interest Media’s Marine Group is looking to leverage its robust digital engagement by producing virtual boat shows that will connect dealers, manufacturers and other entities to potential clients who are tired of being confined.

No one is better suited to capture these customers than AIM.

The Marine Group reported a 28 percent increase in engagement during the last year from the 1.5 million active boaters it reaches across its magazines, which include Anglers Journal, Outboard, PassageMaker, Power & Motoryacht, Sail, Soundings, Soundings Trade Only and Yachts International.”

“AIM has been working to enhance our digital capabilities for several years now, and those capabilities have only been made more relevant by this pandemic, which is forcing business to the sidelines,” Marine Group president Gary DeSanctis told Trade Only Today. “Having a way to digitally meet customers where they want to be — and where they have to be for at least the near future — is critical to our industry’s overall health.”

The group has been building out its online capabilities, promoting Eric Dallin to vice president of marketing innovation last year so he and his team could focus on opportunities around shifting consumer behavior.

“We have an advantage because we know the marine space so thoroughly,” Dallin said. “We live and breathe boating through our publications and websites, so it made sense to offer our services to the boating industry. We think our knowledge gives us a leg up over competitors from outside the industry.”

virtual boatshow live

If ever there was a time in history that could help fuel interest in boating, it is now, DeSanctis said.

“Nautical distancing sounds like a great way to help stop the spread of the coronavirus,” he said. “A boat is a natural antidote to going stir crazy.”

Contact Michele Goldsmith for more information at mgoldsmith@aimmedia.com | 847-373-0385.

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