Baja Marine goes digital with marketing brochures

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Baja Marine announced it is “going green” with marketing efforts for its Baja, Donzi, Fountain and Pro-Line boat brands.

Instead of printing thousands of copies of traditional brochures, Baja Marine created a digital 2014 brochure for each boat line in an effort to decrease the amount of paper it produces and reduce the company’s environmental footprint.

Baja, Donzi, Fountain and Pro-Line dealers will distribute the digital brochures to prospective customers on custom-designed USB drives displaying each company’s logo. Each brand’s brochure also is accessible through its website.

In addition, Baja, Donzi, Fountain, and Pro-line boats on display in dealer showrooms and at boat shows will have QR code stickers on their hull sides. When customers who have a smartphone equipped with a QR code-reader app snap a photo of a code, it will lead them directly to the online brochure pages, providing information and specifications for that model.

New “Information Station” digital kiosks will be in factory-authorized dealer showrooms and allow customers to print out brochure-quality information pages specific to the boat models they are interested in.

“Now our customers don’t have to walk around a boat show with a bag of brochures. They can print out just the page they need or pull it up on their smartphone and use it to compare the boat they are considering with other models,” Baja Marine CEO Johnny Walker said in a statement. “We feel our customers are savvy about digital media. It’s an electronic world.”

“It costs our company more money to produce these new custom USB flash drive brochures than the old fashioned printed brochures,” Baja Marine vice president Nick Miller said. “But we end up with a green brochure that has an incomparable shelf life, given the consumer also can use the flash drive for personal and/or business document storage.”

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