PowerCat rolls out campaign-style promotion

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The PowerCat Group, builders of World Cat, Glacier Bay and Carolina Cat catamarans, launched its new DemoACat promotion.


It offers boat buyers the ability to ride the “cat” products, and it ties in with the national election campaign, utilizing posters and campaign buttons urging customers to “Go DemoACat in 2012” and a “Decision 2012 Ride then Decide” logo.

In addition to the consumer campaign, the company reimburses dealerships $100 for each sea trial of qualified prospects and helps sponsor “DemoACat Rallies” for sea trial days at dealerships.

“With a dominant market share, our objective is to grow the entire catamaran niche,” company president Andrew Brown said in a statement. “Our market research indicates that the sea trial or ‘demo’ is extremely important in the purchase decision. When you have a discernible difference, you demonstrate the difference.”

In addition to campaign buttons and posters, the DemoACat theme is reinforced through the company’s websites and show banners.

The company will roll out the DemoACat campaign at regional boat shows. The official launch will be Feb. 16-20 at the Miami International Boat Show.

“Our marketing objective is to put more people at the helm of our catamarans in 2012. The catamaran ride in rough seas is demonstrably softer, so we want potential buyers to ‘sample’ our product,” Brown said. “But while we are serious in our message to ride then decide, politicians offer a gold mine of opportunities for satire.”

PowerCat employees, dealers and customers are already offering campaign “slogans,” including “Tippecanoe and monohulls too!”, “We’ll change what you believe in” and “Every boat counts.”


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