Discover Boating’s mission to expand the market for boating by attracting the next generation, and retaining and growing current boaters, comes into market as consumers navigate economic and political headwinds. As a long-term effort that’s been in play for nearly 20 years, Discover Boating has helped nurture the next generation while keeping boating top of mind in the United States and Canada — something that becomes even more impactful during times of economic, cultural or political change.
That’s why we spend a lot of time digging into research and data to ensure we are reaching and resonating with the people within the millennial and Gen Z generations who are most poised to become future boaters. We recently studied socio-demographics, psychographics and financial opportunities among our target audiences (core, growth and emerging segments), their boating attitudes and interests, as well as their barriers and motivations to boat buying, which we shared on a recent webinar.
There is tremendous growth opportunity in starting to engage these audiences today, even though it may take years before they are ready to buy a boat. Our three target audiences comprise an estimated 91 million people in the United States alone. In line with overall population shifts that we’re seeing as millennials and Gen Z continue to age, the potential future boat buyer tends to have different interests, behaviors and philosophies about what they want out of life. While the growth and emerging audiences did not necessarily grow up boating as much as the core segment did, they have the financial means, interest and engagement in the outdoors, and prioritize memorable experiences over things — which makes them a prime target for boating consideration.
Throughout its nearly two-decade existence, Discover Boating has navigated generational shifts to expand the market. As we welcome more millennial and Gen Z future boaters, communicating with them today moves them closer to boat ownership.
So how do we do this? Many members of the next generation have not historically seen themselves as boaters. We have to help spark a connection and make them feel welcome on the water. This starts with authentic representation — seeing someone like yourself on a boat, in a dealership or anywhere across the business world of boating, to feel represented and feel like you belong on the water. Authentic representation delivers the kinds of moments, experiences and feelings you’re seeking. It’s not so much about placing people in advertising; it’s more about building connections that feel personal, and ensuring that these people feel heard and understood by relating in a genuine way to their culture, attitudes and interests.
The insights gleaned from our research have factored into all aspects of our strategic marketing approach, including barriers and opportunities related to cost, emotional and experiential benefits of boating, the boat shopping/buying process, education and community. Gaining a deep understanding of our target audience helps inform how, when, where and to whom we are promoting the “See You Out Here” campaign.
Part of the campaign’s marketing mix includes a robust media buy across Google search, Instagram, Facebook and YouTube, as well as new strategic partnerships with media outlets and companies representing targeted next-generation audiences, including Shape, The Root and mitú. In addition, we are partnering with NBC’s Golf Channel because we know there is a strong parallel between golf and boating. Tapping into the golf community is an opportunity to bring that audience into boating because of their similar interests.
Another key component of Discover Boating’s marketing is maintaining the feelings of trust and respect our audiences have for the Discover Boating brand, which has acted as the consumer’s friend with a boat throughout its 20-year history. Doing this requires continually listening to our consumers and supporting them with information, resources and tools that make their experiences in boating more convenient and fun.
NMMA-owned boat shows have been a recipient of the trust and brand equity Discover Boating has established over the years. This past year, the shows came under the Discover Boating brand umbrella, with the goal of further amplifying our industry voice and bringing more people to brands and dealers. In the case of boat shows, that customer is further down the proverbial sales and marketing funnel because shows are one of our industry’s primary industry sales and marketing venues.
The interconnectedness of the Discover Boating awareness efforts and the Discover Boating boat shows is where the magic starts to happen. In our boat show public-relations efforts alone, more than 800 stories included mention of Discover Boating, delivering more than $500,000 in publicity value.
Discover Boating brand awareness efforts, the bulk of which take place between March and September, get our voice in front of next-generation customers. From influencer partnerships to public relations to articles, tips, resources, and social and traditional media.
On the influencer front, Discover Boating works with content creators on Instagram and TikTok, where we know next-generation audiences consume the bulk of their news, entertainment and social connections. According to social media software company Sprout Social, TikTok is the most frequently used social media app worldwide, with users spending an average of 23.5 hours per month on the platform, and 70% of shoppers look to Instagram for their next purchase. Our diverse fleet of content creators represent next-gen and current boaters with the unique ability to speak directly to their followers about the benefits of boating and how they can get on the water with help from Discover Boating.
Public relations extends the power of storytelling and increases awareness through strategic media engagement. We target outlets that reach our long-term growth audiences — including Men’s Health, Ebony, Forbes, Travel + Leisure, Remezcla and more — with earned media placements that position the brand as an expert source among mainstream and diverse consumer audiences. Public-relations programming includes media relations, immersive press events and public service announcements.
Continuous enhancements are being made to discoverboating.com, and a digital transformation for discoverboating.ca is underway to meet the needs and interests of the next generation and current boaters. Site visitors will find enhanced features, timely articles, video, imagery and interactive tools such as Dealer Finder and Boat Finder. We know that new, relevant content published on a regular basis helps break down barriers and offers guidance for those who are new to boating. For instance, this spring we rolled out a boating safety video series in partnership with Progressive to address safety topics in a meaningful and engaging way that resonates with new boaters who have recently entered the market.
All of this is to create a unified voice through Discover Boating to reach more people, connect with upcoming generations and position our industry for long-term growth.
How can you get involved? Stay informed about what we’re doing on your behalf by reading updates here and directly from the MRAA and NMMA; capitalize on boating content across discoverboating.com and discoverboating.ca to help your current customers be more empowered, informed and inspired to get out on the water; follow, engage with and share content via social media; use the research, imagery, web and social content to engage with the potential customers Discover Boating is sending your way; get Marine Industry Certified if you’re a boat dealer; and get your boats NMMA Certified if you’re a boatbuilder.
Getting involved in NMMA and MRAA industry advocacy efforts focused on water access can also help ensure current and future customers are able to enjoy waterways across the country.
There is tremendous opportunity for growth if we follow the research to strategically engage our target audiences with authentic messaging where and how they prefer to consume information. Discover Boating is a long-term play being executed today to engage our customers of tomorrow — the next generation of boaters.
Ellen Bradley is chief brand officer and senior vice president of marketing and communications for the National Marine Manufacturers Association.
This article was originally published in the June 2023 issue.
