Please select your home edition
Edition
Marine Resource 2016

Marine13- Selling fun, not makes and models of boats

by Jeni Bone on 7 May 2013
Focusing on fun and family time is key to promoting boating. MIAA
'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.'

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.'



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

Zhik AkzoNobelb 660x82Wildwind 2016 660x82Mariners Museum 660x82

Related Articles

A Q&A with Kimball Livingston about San Francisco high school sailing
I emailed with my friend and colleague Kimball Livingtston to learn about San Francisco’s latest sailing revolution. I started hearing whispers of shifts in the San Francisco Bay high school sailing scene a couple of months ago. A few inquiries led me to my good friend and colleague Kimball Livingston, a world-class sailor, scribe, and StFYC staff commodore who isn’t one to keep his seaboots dry when the topic turns to opportunities for the next sailing generation. I caught up with KL via email to learn more.
Posted on 13 Jun
A Q&A with Andrew Howe about winning the 2015 Marion to Bermuda Race
I interviewed Andrew Howe, the 2015 Marion to Bermuda Race’s winning co-navigator, to learn more about their race. In 2015, skipper Greg Marston and the crew of Ti, a 1967 Alden Mistral, racing under celestial rules, were the overall winners of the Marion Bermuda Race Founders Division, beating boats that were enjoying GPS accuracy. On the eve of the 2017 edition of the race, I reached out to Andrew Howe, the team’s co-navigator, to gain perspective on this impressive win and hear about his 2017 plans.
Posted on 7 Jun
An interview with Allan McLean about the 2017 Marion to Bermuda Race
I interviewed Allan McLean, the Marion to Bermuda Race’s executive director, to learn more about this biennial event. The 2017 Marion to Bermuda Race is set to kick off on Friday, June 9, so I caught up with Allan McLean, the race’s executive director, via email to learn more about the race’s history and evolution, its challenges, and the special America’s Cup experience that awaits Marion to Bermuda sailors upon reaching the Onion Patch.
Posted on 5 Jun
An interview with Ray Redniss about the STC’s annual Block Island Race
I caught up with Ray Redniss, the Block Island Race’s longtime PRO, via email to learn more about this classic event. I caught up with Ray Redniss, who has served as the PRO for the Block Island Race and the Vineyard Race (September 1, 2017) for the past twenty-plus years, via email to learn more about the state of this classic, early season New England event.
Posted on 22 May
An Q&A with Jeremy Pochman about 11th Hour Racing’s impressive efforts
I interviewed Jeremy Pochman of 11th Hour Racing to learn more about this forward-thinking environmental non-profit. 11th Hour Racing is doing some of the most forward-leaning environmental work in the entire marine sphere, and I wanted to learn more, so I reached out to Jeremy Pochman, 11th Hour Racing’s Strategic Director and Co-founder, to ask a few questions. All sailors are strongly encouraged to give this interview the time it deserves.
Posted on 15 May
A Q&A with Don Adams about Sail Canada’s plan to win Olympic medals
I caught up with Sail Canada CEO Don Adams to hear about Team Canada’s High Performance Plan for winning Olympic medals. Sail Canada, Canada’s national sailing authority, is implementing a new High Performance Plan with the aim of improving on their recent Olympic sailing performances. I caught up with Don Adams, CEO of Sail Canada, to learn more about this ambition plan for helping Canadian sailors win Olympic medals while also helping to inspire younger generations to pursue the Olympic-sailing dream.
Posted on 8 May
America's Cup - Southern Spars AC50 build for Emirates Team NZ + Video
The Peter Blake skippered Steinlager 2 put Southern Spars on the map 27 years after Steinlager 2 put Southern Spars on the map with her unequalled clean sweep of the 1989/90 Whitbread Round the World Race, Southern Spars were called on to build Emirates Team NZ's America's Cup Challenger. Here's a look behind the scenes at the composite engineering process Southern Spars employ on projects ranging from Volvo OR spars, to Olympic bike wheels to an AC50
Posted on 1 May
She’s still here with us, and now we can be there for her
Of the many endearing qualities in Lisa Blair, the one that is paramount is her effervescence. Of the many endearing qualities in Lisa Blair, the one that is paramount is her effervescence. Yet it is what lies behind that which could be her most incredible characteristic. Sometimes you can almost overlook her steely determination, but not for long when you start talking with her. Catching up with her live from Cape Town surely was a vivid reminder of not only what this sailor can accomplish
Posted on 24 Apr
Gladwell's Line - Timeout in Bermuda and a decision OTUSA will regret?
With Emirates Team New Zealand's AC50 now in Bermuda and being re-assembled, it is time to take a breath With Emirates Team New Zealand's AC50 now in Bermuda and being re-assembled, it is time to take a breath from what has been a hectic couple of months, both in Auckland and Bermuda. The third major Practice Session has concluded in Bermuda. This was conducted almost entirely if winds of around 16-25kts - starting to get close to the top end of the range for the AC50's.
Posted on 20 Apr
America's Cup - Glenn Ashby on hitting the AC50's sound barrier
These boats are incredible. The performance that can be achieved in light airs is the amazing thing. The big difference between the AC72, the America's Cup Class, used in the 2013 America's Cup in San Francisco and the smaller AC50 to be sailed in Bermuda, lies in their light and medium air performance. 'These boats are incredible. The performance that can be achieved in light airs is the amazing thing. In 7-8-9-10 knots of breeze, you are sailing at 30kts at times.
Posted on 18 Apr