Navigate Marketing Independence: Harnessing Opportunities in Boating Retail
In the ever-evolving world of the boating industry, challenges are abundant, but so are opportunities. Over the past year, I’ve had enlightening conversations with numerous members of the Marine Retailers Association of the Americas (MRAA)—from dealers and manufacturers alike—about the turbulent marketplace. While we fight against macroeconomic hurdles like escalating interest rates and fluctuating consumer demand, many of us are also grappling with disruption caused by changes within our own industry, particularly in the online inventory-listing marketplace.
Understanding the Rising Costs of Online Marketing
In recent months, pricing for marketing through dominant platforms, such as Boats Group, has soared unexpectedly. This rapid increase leaves many dealers feeling trapped in a single marketing avenue without alternative options. It’s a predicament that underscores the vulnerability of businesses relying solely on these platforms for lead generation.
As your advocate, I assure you that the MRAA is acutely aware of these concerns. For over a year, I and the MRAA board, composed of 17 dealership owners affected by these same market shifts, have engaged in persistent dialogue with Boats Group, discussing our frustrations and anger regarding their pricing strategy. While Boats Group acknowledges these sentiments, they maintain their prices reflect their valuation of the market.
The MRAA’s Continued Advocacy
The MRAA remains dedicated to pursuing fair and equitable pricing on your behalf, standing firm against unjustified price increases from any vendor serving our industry. However, it’s crucial to remember that, in this capitalistic economy, each dealership has the autonomy to redefine its business model and select its partners.
So, as some dealerships reconsider their allegiance to traditional platforms, while others march forward with them or pivot to alternatives, a critical question emerges: What will you choose?
Empowering Dealers Through Education and Resources
The unique challenges posed by current market dynamics serve as a wake-up call for many. Our commitment goes beyond advocacy. Recently, we launched the Boat Marketplace Listing Committee, tasked with collecting insights from over 200 dealership responses about their marketing performance. The results have been enlightening:
- A staggering 20% of dealerships do not track incoming leads, while nearly 40% neglect to monitor lead conversions into sales.
- Alarmingly, more than 35% of leads go unanswered.
- Approximately 30% of dealerships lack any marketing team, highlighting a critical gap in marketing capabilities that warrants immediate address.
In response, the MRAA is rolling out one of its most comprehensive educational initiatives, focused on online marketing. Our goal? To empower you—the business owner—to make informed, strategic decisions that spur growth and success, irrespective of your chosen business model or partners.
Key Components of Our Upcoming Program
Throughout our May 2025 Spotlight and webinar series on online marketing, expect an enriching experience that includes:
Industry Analytics and Intelligence
Gain valuable insights into success stories from peers in the industry, while exploring effective online marketing tactics.
Focus on High-Impact Digital Strategies
Not all marketing investments yield equal benefits. Prioritize your efforts where they matter most: targeted social media campaigns, search engine optimization, and high-ROI tactics like localized influencer partnerships.
Measure, Learn, Adapt
Use data as your guiding star. Regularly assess website traffic, lead generation, and conversion rates to refine your approaches. Knowledge, after all, is the key to agility.
Build a Content Engine
Consistency is king in content marketing. Maintain a library of engaging material—from maintenance tips to customer success stories—that keeps your brand top-of-mind and fuels word-of-mouth marketing.
Invest in Your Marketing Team
Every dealership’s success relies on having a well-equipped marketing team. Whether hiring in-house or partnering with experts, ensure your staff is trained to convert interest into sales promptly.
Navigating the Future: Resilience and Growth
Historically, our industry has proven its capacity to overcome adversity—from the Great Recession to the challenges posed by the COVID-19 pandemic. Just as we’ve backed our members through each trial, the MRAA is committed to standing by you in this moment of change.
The shift toward independent marketing is not just essential; it’s a unique opportunity for growth. Our upcoming training sessions, expert insights, and hands-on guidance will be invaluable resources. Together, we can navigate this evolving landscape.
But the decision ultimately lies with each dealer. What will you choose? We hope you’ll opt to invest in your marketing capabilities and secure a brighter tomorrow—regardless of the tides that may shift.
Matt Gruhn is the president of the Marine Retailers Association of the Americas.
For further insights on maximizing online marketing strategies, explore resources like HubSpot’s marketing blog or Search Engine Journal for comprehensive tips.
