Grow Boating Campaign Starts in April
March 23, 2006
Filed under Uncategorized
In April, the National Marine Manufacturers Association (NMMA) will launch its Grow Boating campaign and start a $12 million marketing blitz targeting U.S. consumers. The marketing campaign includes national advertising buys, direct mail, and other initiatives that the industry hopes will connect with potential boaters.
In November, the NMMA promoted Steve Tadd to head the new initiative. Previously the Discover Boating program director at NMMA, Tadd serves as the primary liaison for NMMA staff members and the six committees of the Grow Boating initiative as well as the industry as a whole. In addition, he will work with the various industry segments to develop new funding models, develop a governance model and create a long-term strategy for Grow Boating.
Industry stakeholders in the initiative met in February, just prior to the start of the Miami International Boat Show, to share updates on all Grow Boating programs, including Dealer and Product Certification; Water Access; and the Discover Boating ad campaign.
A newly-redesigned Grow Boating website, GrowBoating.org, was launched earlier this month and features several new and updated elements to help manufacturers and dealers become involved with the Grow Boating Initiative and the value-added programs it offers.
Visitors to the site, which serves as the industry's interface with the Discover Boating campaign, will be asked to register and log-in to receive detailed industry information.
Once registered, GrowBoating.org allows contributing manufacturers to upload, update and verify information displayed on DiscoverBoating.com, manage their individual profiles and sort and retrieve valuable sales leads.
As of March 13, contributing marine dealers who register at GrowBoating.org can upload their information into the DiscoverBoating.com dealer finder as part of the overall Discover Boating Dealer Program. They can request marketing and point of sale materials to place inside their dealerships. Contributing dealers can also sign up for Marine Industry Dealership Certification launch meetings.
Discover Boating, the national advertising campaign to promote the Grow Boating initiative, also kicked into high gear earlier this month, with Discover Boating ads beginning to pop up online and positioned in the April issues of several national magazines.
Two television spots, known as “Grocery” and “Wave,” will also begin airing nationally the first week of April. The spots will run nearly 2,900 times on cable TV networks such as CNN, Fox Sports Network, TNT, USA Network, TBS, ABC Family, The Country Music Channel, The History Channel, Discovery Channel, Nickelodeon and several others. And beginning April 1, TiVo subscribers will be able to see the Discover Boating TV ads and “click-to-request” a free copy of the “How to Get Started in Boating” DVD.
The print campaign includes four different ads that began appearing on newsstands in mid-March, in the April editions of magazines such as Time, Popular Science, Sports Illustrated, Field & Stream, Men's Journal, Outdoor Life and Family Fun. In these publications, the Discover Boating ad runs prominently on pages two and three, including a one-third page informational ad as a gatefold, which addresses the top three consumer barriers to boating.
Overall, the television, print and online advertising is expected to generate more than 1.63 billion total impressions, 766 million of which fall directly into the Discover Boating target audience.