Brunswick commits to Canadian marketing program
LAKE FOREST, Ill. – Brunswick Boat Group recently announced it has committed to a focused marketing program for 2011 aimed at increasing brand awareness and boat sales leads for its dealers in Canada.
The effort will combine existing media, Internet tools and an upcoming webinar for dealers. The effort is being spearheaded by many Brunswick boat brands with a significant presence in the important Canadian market.
“We at Brunswick know our dealers are the key to our success. We also know your success is now inextricably linked to the Internet,” Tom MacNair, vice president of Canadian regional sales for U.S. marine and outboard boats, said in a letter to dealers. “Keeping up with the changes in the shopping behavior of consumers and their use of the Internet is a full-time job. That is why we have also created a 35-minute webinar to make sure our dealers are informed.
“In addition, we have invested in a multimedia marketing program dedicated to the Canadian marketplace that encompasses the Internet, television and magazine. We wish to ensure that our dealers are well informed, prepared and able to take full advantage of the media that will drive more customers to their showrooms.”
The program’s media elements include boattest.ca, boatsbuys.ca, canadaboatshow.com, Power Boat Television, Boats & Places magazine, and Boater NEWS.ca. Brunswick brands such as Bayliner, Boston Whaler, Crestliner, Cypress Cay, Harris FloteBote, Lowe, Lund and Princecraft will all have higher profiles in these media.
“We plan to offer dealers additional Internet capabilities that will complement this branding effort as well as put a number of powerful sales generating and tracking tools at our dealers’ convenience,” MacNair said. “For example, participating dealers will have the option to assign a toll-free 800 number that rings at their location. They will also have access to data that will allow them to view their performance on boatbuys.ca, with a dashboard that summarizes all email and phone leads coming into the various media.”
To kick off this effort, Brunswick will invite dealers to participate in an upcoming webinar. Each brand’s dealerships will be contacted and notified of the time and contact number.
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