Following a recommendation from the Grow Boating Funding Task Force to the board of the National Marine Manufacturers Association, assessments for Grow Boating will be fully restored, effective Jan 1. The assessments had been temporarily reduced by 85 percent this past July as a new marketing strategy and analysis of the impact of the recession on consumers was developed.
In a press release this week, Thom Dammrich, president of Grow Boating, Inc. and NMMA, said the decision to restore assessments “reaffirms the industry’s commitment to a national integrated marketing campaign and the importance of a unified effort to grow the market for boating.”
In August, the Grow Boating Board of Directors selected Minneapolis-based marketing firm OLSON as agency-of-record to aid in the development and execution of a new integrated marketing campaign.
The restored assessments are projected to collect $4.5 million by the end of 2011 to fund the campaign.
To date, the Discover Boating campaign has generated more than 190,000 prospects, with 19,276 of those having purchased a boat, and more than 500,000 direct referrals from DiscoverBoating.com to boat manufacturer websites, according to the Grow Boating release.
It is also estimated that 14,000 boats have been sold to first-time boat owners since the start of the campaign.
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