Brunswick Boat Group announced a focused marketing program for 2011 aimed at increasing brand awareness and boat sales leads for its dealers in Canada.
The effort will combine existing media, Internet tools and an upcoming webinar for dealers.
"We at Brunswick know our dealers are the key to our success. We also know your success is now inextricably linked to the Internet," Tom MacNair, vice president of Canadian regional sales for U.S. marine and outboard boats, wrote in a letter to dealers. "Keeping up with the changes in the shopping behavior of consumers and their use of the Internet is a full-time job. That is why we have also created a 35-minute webinar to make sure our dealers are informed.
"In addition, we have invested in a multimedia marketing program dedicated to the Canadian marketplace that encompasses the Internet, television and magazine," MacNair added. "We wish to ensure that our dealers are well informed, prepared and able to take full advantage of the media that will drive more customers to their showrooms."
The program's media elements include boattest.ca, boatbuys.ca, canadaboatshow.com, Power Boat Television, Boats & Places magazine and BoaterNews.ca.
Brunswick brands such as Bayliner, Boston Whaler, Crestliner, Cypress Cay, Harris FloteBote, Lowe, Lund and Princecraft will have higher profiles in these media, as well as offer opportunities for dealers to better align themselves with branding efforts, the company said.
To start this effort, Brunswick will invite dealers to participate in a webinar. Each brand's dealerships will be contacted and notified of the time and contact number.