Marine Industry Battle Cry – ‘Batten Down the Hatches’
Are there Brighter Days Ahead for the Marine Industry?
Marine Industry Battle Cry – ‘Batten Down the Hatches’ – Boat Manufacturers Cling to PR for a Strong Return on Investment
As the marine industry experiences one of its weakest periods in recent history, many boat manufacturers are trimming marketing budgets to reduce expenses, and clinging to proven tactics that can easily justify a strong return-on-investment, specifically, public relations.
“Public relations is a low-cost budgetary item that can generate a significant return-on-investment in both editorial coverage and its ability to help sell product,” says Bob Bartels of Alabama-based b2 ideas, a leading public relations consultant for marine industry companies.
“During a slow economy, like we are experiencing now, relying on a strong public relations program is essential in maintaining brand awareness, allowing you to keep your company and products top-of-mind with potential consumers,” says Bartels. “PR is a useful tool in reaching core target audiences and creating a strong image for your brand.”
Bartels added that even during a slow economy, PR creates the perception that a company and/or its brand is active and on the move.
As boat manufacturers across the country deal with credit issues, temporary shutdowns, workforce reductions and high inventories, Bartels recommends that manufactures maintain some form of PR.
In fact, the National Marine Manufacturers Association (NMMA) recently announced that it would redirect the efforts of its Grow Boating campaign to support immediate sales driving efforts at the manufacturer and dealer level, including increasing PR efforts.
“When the economy strengthens, the companies that have maintained a strong presence will be better poised to capture additional market share from weaker competitors.”
Skeeter Products, Inc., a leading manufacturer of bass, walleye, fish & ski and bay boats, continues to work diligently to put potential customers into boats, utilizing PR efforts to support dealer activities, promote new products, publicize owner stories, and announce professional angler successes.
“PR plays a vital role within our integrated marketing, promotions and sponsorship efforts, and as these elements work together, all are designed to increase sales and establish Skeeter as the leading boat brand in the industry,” says Trey White, Director of Marketing for Skeeter Products, Inc.