>
 
> FishingBoating-World.com
 
 
News Home Newsletters Photo Gallery Powerboat-World Australian Cruising World Cruising MarineBusiness-World Animated Knots
Video Gallery MarineBusiness-World
Sail-World.com : Marine13: Selling fun, not makes and models of boats
Marine13: Selling fun, not makes and models of boats


'Focusing on fun and family time is key to promoting boating.'    MIAA    Click Here to view large photo

'What we’re selling is fun!' was the key take-away theme from Thom Dammrich’s presentation to 450 delegates at the recent Marine13, held 28-30 April 2013 in Sydney.

According to the president of the NMMA, this industry has to be about PEOPLE, not PRODUCT.

'In all our marketing, all our videos, we are showing the joy, the fun, the looks on people’s faces when they’re on the water, relaxing and enjoying time with their families – not just boats on the water.'

Thom Dammrich President NMMA -  Jeni Bone   Click Here to view large photo
Dammrich emphasized the need for brands and marketers to keep pace with consumers, now using tablets and smart phones (phablets), with 85% of them watching video online – a 60% increase since 2010.

'And we know that people are receptive to boats because we have a 95% click through to completion – which is 37% higher than the ad industry benchmark. Video brings boating to life. It’s vital to be connected so your customers can experience everything you offer.'

Next on the agenda for NMMA and its Discover Boating program is connected TV, which Dammrich says is 'a fast growing segment'.

Discover Boating, the enormously successful US promotional initiative used cinema advertising over the summer, because analysis determined that’s where its main market sheltered during the hottest days, as well as queuing up to see the latest blockbusters.

'We found that the main early adopters, the ‘social anchors’ as we named them, were 47% more likely to attend the cinema, so we went on screens to reach them.'

The tagline that accompanied simple vision of families enjoying time on the water was: 'Things change on the water, most of all you!'

PR, on-water open days and targeting 'Mommy Bloggers' were also crucial to getting the Discover Boating messages to consumers.

'We know that women influence 89% of all buying decisions,' said Dammrich referring to the 'purse power' of the new breed of women, whether in business, taking a break from working and those who choose not to work at all. 'Women are your market,' he stressed.

Mommy bloggers were invited to experience boat shows all over the country, from New York to San Francisco and they reported 100% positive sentiment in response to their experiences. 'This is a very powerful community and something you can’t afford to ignore.'

Marine13 day1 -  Jeni Bone   Click Here to view large photo


Another crucial community that the US industry needs to harness is the boat owning public. 'Never underestimate the power of the boating community. They are ambassadors for boating and you need to get them onboard. Drive them to your Facebook. Through our campaign, we were able to reach 3.2 million people in seven days. Facebook and other social media are just as important as your website.

'And it’s not just for young people. We found that our campaigns reached people 25 to 55 years – that’s your sweet spot. You need to encourage boaters to join the movement via Twitter, Pintrest, YouTube with the aim of getting more people in to boating through interaction.'

Youth is a major focus of Discover Boating. 'Youth must be a priority. Our research found that people who had a positive experience with boating are 80% more likely to reignite their interest in boating as adults, and the opposite is true.'
Minority ethnic groups who in the future will be majorities – as soon as 2020 in some states – need to be invited to become involved.

'We need to talk about it. The demographics don’t lie. There are 15.6 million households in the US with $50,000+ income. We need to be inclusive and reach out with our message beyond traditional markets.'

Dammrich ended his presentation with a call to arms for the local industry. 'Like the US, the Australian boating industry is an ecosystem. Anything that adversely impacts one segment of the industry will eventually impact all of you. As an industry, we must work together.

'We are interdependent and our success depends on working together as a group. It’s economically important to our industry, but it’s also socially important for the health and wellbeing of our societies.'

More at www.marine13.com


by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.fishingboating-world.com/index.cfm?nid=109205

12:56 AM Tue 7 May 2013GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.


Related News Stories:

01 May 2013  Marina winners announced at industry celebration: Marine13
01 May 2013  Marine13 wraps up on mood of optimism
29 Apr 2013  Marine13 kicks off with high participant approval
23 Apr 2013  Marine13 launch a significant milestone for Australian marine industry
18 Apr 2013  400+ to attend Marine13 International Conference and Trade Exhibition
18 Apr 2013  Over 400 registered to attend Marine13
16 Apr 2013  Marine13 Trade Exhibition numbers still expanding
14 Apr 2013  Marine13 - 2 weeks to go! BOOK NOW!
09 Apr 2013  BOOK NOW for Marine13
03 Apr 2013  Marine 13 - Deadline of registration draws near
MORE STORIES ...






FishingBoating-World

A Mooring in Iceberg Alley by Rebecca Jackson,






Predictwind helps you pick the best time to depart by Richard Gladwell Sail-World.com/nz,
































Dispersant from Deepwater Horizon Spill persist in environment by Woods Hole Oceanographic Institution,






Understanding the Ocean's role in Greenland Glacier melt by Woods Hole Oceanographic Institution (WHOI),


Dangerous conditions for boating on entire NSW Coast by Transport Roads and Maritme Services,
















Baby Nemos finding their way home by ARC Centre of Excellence Coral Reef Studies,




Dangerous conditions forecast for NSW boaters
New fishing pontoons for Warrnambool’s Merri river
Whale freed from rope at Byron Bay
Tidal current installations will increase boating hazards
Dangerous conditions for NSW coastal boaters from Thursday
Bar Crusher's fully-enclosed fishing weapons
World premieres and national debuts for Sydney International Boat Show
Marine Auctions experiencing rising tide of interest *Feature
Man fined $2000 for hawking abalone from an East Gippsland reef
New catfish species ‘hooked’ in North Qld
Emperor penguins in danger of dramatic declines
Tags reveal Chilean devil rays are among ocean's deepest divers
Auckland On Water Boat Show to hold world record attempt
Alvin's Animals - Previously unknown species discovered
Zodiac at Sydney International Boat Show 2014 – Australian
Gold Coast International Marine Expo - Exhibitor space filling fast
Lessons from the West: Great Barrier Reef in danger
If we stop killing parrotfish we can bring back Caribbean coral reefs
Decade of benefits for the Great Barrier Reef
Climate change could stop fish finding their friends
Ceramic coated exhaust manifolds reduce engine bay temps on superboat   
Reminder of safe distance requirements for whales   
Changes to Australian bass closed season   
Commercial fishers on shore for mullet season   
Management measures implemented to reduce large whale entanglements   
Scientists use JeDI to create world’s first global jellyfish database   
Sanctuary Classic off to a great start!   
New Murray cod limits proposed to improve fishery   
Up close and personal with whales on the Gold Coast   
SA Marina Day encourages South Australians to enjoy their marinas   
Southport Yacht Club raffle: Dusit Thani, BRIG Falcon, Marriott stay   
Fish stocks Northeast Atlantic recover, overfishing in Mediterranean   
Enjoy the whale spectacle, just keep your distance   
Satellite images reveals emperor penguins are more willing to relocate   
Whale research - new techniques expand for non-lethal methods   
The Dinghy Nav Light Solution- a brilliantly dumb idea   
Extension granted for salvage of a paddle steamer on the Murray River   
Spike in water temperatures evidence of ‘irreversible’ El Nino *Feature   
Third CYCA Solas Trusts grant to Australian Volunteer Coast Guard   
Severe weather warnings prompt reminder to boat owners   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW FBW
LocalAds   DE  ES  FR  IT