There has been increasing speculation lately about what, if any, actions will be taken to get the Discover Boating campaign up and running again. Given the nervousness about sales at the moment it is not hard to understand why.
During a special meeting at IBEX in late September, the Grow Boating Board voted to support a new Discover Boating marketing strategy and, subject to a review by the Grow Boating Funding Task Force, gave preliminary approval to reinstate the full Grow Boating assessment funding model effective January 1, 2011. More information will be provided following the Funding Task Force review later this year.
The task force is reviewing the current revenue model to see if it’s still optimal in the current economic environment. The current model is an engine assessment where a levy based on the horsepower range is collected up to a maximum of U$72 per engine. The board did, however, give its nod of approval for the new strategy which focuses on enlisting the help of current boaters and making them evangelists to help draw in potential new boaters. The plan also calls for improvements in technology. A prime example of this is to become mobile friendly to reflect the fact that 15% of consumers are visiting Discover Boating.com via their mobile devices. A greater use of social media will be part of the marketing mix and, if the budget allows, the program will to continue to leverage traditional forms of media including print and television.
One point that should be noted is that Discover Boating has comparatively little funding today. January 2011 will see the start of the new funding model and it is going to take time to gather momentum. Because of this the full mix and force of the new marketing strategy will not be implemented until 2012.
Posted by: James