Marine Industry Executives Look for Sales Edge
Marine Industry Executives Look for Sales Edge
Manufacturers Rely Heavily on Public and Media Relations
With marine industry sales flat for many boat manufacturers, companies are leaning heavily on maximizing marketing dollars, seeking the most efficient and effective means to build brand awareness, support dealer networks and maintain sales – and aggressive public and media relations programs are becoming a staple for marketing support.
As a leading public/media relations firm in the marine industry, b2 ideas has experienced first-hand a shift in publicity efforts, and the firm encourages companies to aggressively target new boat owners at the local level. “Potential boat buyers look more to their fellow anglers and boaters as an endorsement or testimonial before making a buying decision, and companies are placing more emphasis on owners – using them as referrals to support new sales,” says Bob Bartels of b2 ideas.
Bartels says that companies like Century Boat Company and Skeeter Products, Inc., both of which continue to show solid sales, work diligently to put potential customers into boats. “We’ve developed an extensive demo team program, giving customers the opportunity to test our boats before they make a decision,” says Trey White, Director of Marketing for Skeeter Products, Inc., manufacturer of Skeeter brand boats. Since the introduction of its Demo Team in 1996, the company has conducted an estimated 90,000 demo rides.
Additionally, Bartels recommends supporting dealers at a local level, assisting them in leveraging their own marketing dollars. “Dealers appreciate the PR support that a manufacturer can provide, and dealers understand that the overall goal is to promote the brand and increase sales at the local level,” says Bartels. “A high-quality product sells itself, and we try to utilize PR to give new owners the “that could be me” factor,” he added.
According to Jill Prestridge, Marketing Manager for Century Boat Company, Inc., PR helps extend her marketing dollars significantly. “Most dollars are used to promote product through boat shows, dealer support and paid advertising, but our PR efforts help to publicize the unique Century “lifestyle,” something that is much easier to tell through stories and photos,” says Prestridge.
b2 ideas (www.b2ideas.com), based in Opelika, Alabama, specializes in integrated public/media relations’ plans, and has experience doing so on local, regional and national levels. The company hosts a full-range of capabilities, including strategic counseling, public and media relations’ support, and design services.