Marketing

As a member of NMMA, you’re tapped into a full-service marketing team that utilizes strategic promotional alliances, event marketing and an extensive Public Relations budget to promote boating.

NMMA keeps recreational boating in the spotlight, introducing innovative programs that bring boating to new audiences in venues across the country. Through advertising promotions and publicity for boat shows, the industry’s Discover Boating program, and through the Internet, we bring the message of boating to millions of Americans each year.

"The NMMA's PR and Marketing programs have become significantly more effective in the last few years. We have developed skills which will help the entire boating industry move forward. Each of our members will continue to see the benefits as we continue evaluate and evolve PR and Marketing initiatives such as the Grow Boating and Discover Boating programs."

Bill Barrington
Non Executive Chairman
U.S. Marine A Brunswick Company – Member since 1987

"Genmar brought its Women Making Waves program to four key NMMA boat shows under the bright lights of four television cameras, including a live shot with CBS in the Chicago market, weeklong radio spots and advance newspaper articles and advertising. The legwork performed by NMMA staff to obtain this type of pre event coverage was overwhelming. We would have spent a year's worth of advertising budget to obtain even half the coverage obtained by NMMA and its dedicated staff."

Marcia Kull
Senior Vice President - Operations.
Genmar Holdings, Inc. – Member since 1985

CONSUMER BOAT SHOWS

Boat Shows continue to be the industry's premier marketing tool. NMMA-produced shows draw more than 950,000 consumers every year, providing customers with the chance to see, feel and test new products.

"Basic sample of just about everything in the boating industry. One of the top shows "Chicago Boat, RV and Outdoor Show" we do all year and we do lots. A diverse crowd (river, lake, pool) that will spend money. Fantastic crowd, friendly atmosphere."

Jim Bultemeier
President
Aquafun, Inc. – Member since 2003

NMMA shows generate revenue that is used to fund public policy and industry advocacy efforts, and is put into programs that strengthen and grow boating. For a complete listing of NMMA consumer boat shows, visit www.boatshows.com


NMMA TRADE SHOWS


MAATS - Marine Aftermarket Accessories Trade Show

"Overall, the show [MAATS] was excellent. As a result of our meetings, our product will now be stocked in retail stores nationwide. We accomplished all six objectives we had set for the show, plus two more!"

Carolyn Mahoney
President
Deck to Dock, Inc – Member since 2002

MAATS is the only event of it's kind dedicated to the marine aftermarket. MAATS brings together hundreds of top industry buyers and aftermarket suppliers for a high-impact networking and sales event that focuses on new products and innovations in the industry. Buyers attending MAATS represent over 95% of the industry's buying volume. For more information on MAATS, visit nmma.org/maats


IBEX - International BoatBuilders' Exhibition & Conference

"IBEX is the best trade show I've ever attended. Everyone in the industry is here, in one place, including all the experts. And in addition to the exhibition and trade conference, IBEX is where the most important traded meetings of the year take place to establish an industry-wide consensus for building."

Craig Scholten
Four Winns – Member since 1973

IBEX is co-owned and produced by Professional BoatBuilder magazine and National Marine Manufacturers Association. For boat builders, designers, repairers, surveyors, and boatyard/marina operators, IBEX is the single source for trade education, sourcing, and information about the latest boatbuilding technologies, tools, and materials. For more information, visit the IBEX Web site at ibexshow.com

DISCOVER BOATING PUBLIC RELATIONS

An outreach program designed to help people become boaters, Discover Boating offers consumers a way to get unbiased advice and gain the knowledge they need to make the leap from prospect to new boat owner. Launched in 1998, Discover Boating has grown from six events to over 100 annually. It features a web site, discoverboating.com, that received over 2 million unique visits in 2003, a quarterly consumer e-newsletter, The Lighthouse, and a mobile marketing tour that promotes boating and fishing across the country.

Highlights from recent promotional efforts include:

  • Good Morning America & ABC World News Tonight coverage
  • Two segments on CNN's Headline News from the Miami International Boat Show
  • CNNfn's Your Money had a live remote at the New York Boat Show and dedicated the entire show to purchasing a boat
  • "Discover Boating this Winter", an audio news release encouraging consumers to go to a boat show and buy a boat, was broadcast 887 times for a total of 6,341,400 impressions.

For more information on the Discover Boating program, visit discoverboating.com


DISCOVER BOATING EVENTS

The Discover Boating program was introduced in 1998 as an outreach program to give consumers confidence in finding the boat that's right for their family, their lifestyle and budget—thereby helping people move smartly through the purchase process. In 2003 Discover Boating will have been at more than 100 events, compared to only six during its initial year. Other key achievements include:

  • DiscoverBoating.com received more than 2 million unique visitors in 2003.
  • New quarterly consumer e-newsletter, The Lighthouse,was sent to more than 60,000 people who requested more boating information at consumer events and through DiscoverBoating.com.
  • The Water Works Wonders Mobile Marketing Tour launched in June 2003. It's a grassroots initiative to promote boating and fishing to more than 600,000 people at events across the country.

INTERNATIONAL MARKETING - Expanding opportunities and overcoming barriers in overseas markets

NMMA helps its members reach key export markets overseas and works to minimize trade constraints in the global marketplace by offering export-import statistics and market data, by facilitating participation in overseas trade shows and providing low-cost vehicles for international exposure.

For those members focused on exporting, the Marine Export Council (MEC) promotes the best in American marine products and offers additional benefits, including discounts, trade leads and free promotional opportunities. If you would like to learn more about NMMA international efforts and the Export Council, please visit the NMMA International website.