NMMA puts a number on potential ad campaign

CHICAGO – Those industry members participating in the Grow Boating initiative begun last fall have yet to decide whether they will launch a national ad campaign. Therefore, it should be no surprise that they also haven’t decided how much would be spent on a campaign or how it would be funded.

However, in case the industry does decide to go forward with a national campaign, the National Marine Manufacturers Association has been looking for a search consultant to help it find the best agencies available that fit the industry’s needs and its’ budget, said Carl Blackwell, NMMA vice president of marketing, in an interview today.

In the Request For Proposal NMMA submitted to search consultants, Blackwell estimated that the campaign budget would be between $5 and $15 million; however, it could be more or less, he said.

A Funding Task Force was set up in March at the St. Pete meeting, but the committee members haven’t been finalized and it has yet to convene its first meeting, according to Blackwell.

“And we can’t select the agency unless we have commitment to fund,” he explains.

This leaves much to be decided before the Grow Boating participants can share their plan with the industry. NMMA President Thom Dammrich said earlier this year that he hoped participants would have such a plan ready by September.

The Grow Boating group has postponed the release of its plan once before, and with the ad campaign expected to consist of only one aspect of it, the possibility that it will be postponed again remains.

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– Liz Walz

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