Boating Industry Canada April 2015 - (Page 16)

AD NAUSEAM Kids today where will your customers come from? Part 2 BY JOHN MORRIS I HAVE A FEELING we're going to be pleasantly surprised pretty soon! Perhaps it's that launch is next week, or perhaps it's thanks to two enthusiastic conversations I had with key people in the industry, but I am pumped. Last issue we explored the attitudes of young people and whether they might become our customers as they move out of student years and unpaid internships into the real world of wage earners. Young Canadians aspire to boating, but wonder how they can afford it in the nasty world of budgets, employment and RRSPs. It's critical to note that boating generates a positive, make that very positive, appeal to both young males and females. This is good news - it's very evident that the boomer generation of boaters is going quite grey and will need to be replaced. The 35-50 generation who today can afford boats have either taken the plunge, or so far anyhow, have not. Those consumers are already on our radar and some of them will come our way. On the other hand the people who are today ages 20-30 have not yet made their choices. For the most part they are much too busy planning careers and getting their lives in order to consider recreational pursuits. We know that boating appeals to them, so our goal is to keep them warm and give them every opportunity to choose boating as a life interest as they accumulate stability and income. Now we're talking marketing! I spoke with two of our industry's leading marketers and it became clear that there are many facets to the undertaking. Tim Kennedy, National Manager Marketing at Yamaha Motor Canada explains that marketing boats (and specifically motors) is different than other leisure equipment, like motorcycles. In other categories there are specific subcategories that appeal to youth. In the Yamaha motorcycle line, for example, younger consumers are interested in scooters and sport bikes. It's not so easy to identify targets with identifiable youth orientation in 16 Boating Industry Canada APRIL 2015 boat lines and the ones you can designate - wakeboard boats would be a perfect example - are not entry level purchases the way Yamaha's Vino scooter is at under $3,000. The answer, says Kennedy, is to look at younger Canadians as part of the family and address their role as influencers. Yamaha is very particular about including kids and teens and even twenties in their ad message as part of their efforts to market to families. It all looks like fabulous fun when younger kids and parents are out on the boat together and it's particularly impressive when older teens (who are otherwise largely lost in "computerland" or who are too hormonal to have a sensible conversation) are out there having fun with the folks. It's pretty obvious that children who grow up in boating families will gravitate into boating themselves and by winning those families Yamaha is building a future. Tim notes that dealer demo DISCOVERBOATING.CA/TOOLS sitting out at the marina on a tuesday morning, you might think you're alone, especially in the marketing department. discover Boating hopes that by supplying marketing tools, you and your peers will help deliver the mass effort required to reach the Canadian public. A joint viral program, you might call it. on the tools page under resources toolkit there's a signs and stickers, an event Kit and more, but the best part is the web content you can use to enhance your own site. the stories of discovery are good and there are more on the way. the Boating guy and other videos are not bad and the consumer tools like boat loan calculator are winners. the spousal Conversion Kit might be a champ too - I'd love to see some focus group reaction but sure, why not! the point is; the material already exists and if you're hungry for web content, it's there and paid for. more is definitely better. http://www.DISCOVERBOATING.CA/TOOLS

Table of Contents for the Digital Edition of Boating Industry Canada April 2015

Insight
Industry News
Ad Nauseam
Impact - John Pfeifer
Propulsion - Mercury's Latest & Greatest
Product Innovation - Xantrex
Made in Canada - Nova Kool
The Boat Shop - NMEA

Boating Industry Canada April 2015

Boating Industry Canada April 2015 - (Page Cover1)
Boating Industry Canada April 2015 - (Page Cover2)
Boating Industry Canada April 2015 - (Page 3)
Boating Industry Canada April 2015 - Insight (Page 4)
Boating Industry Canada April 2015 - Insight (Page 5)
Boating Industry Canada April 2015 - Industry News (Page 6)
Boating Industry Canada April 2015 - Industry News (Page 7)
Boating Industry Canada April 2015 - Industry News (Page 8)
Boating Industry Canada April 2015 - Industry News (Page 9)
Boating Industry Canada April 2015 - Industry News (Page 10)
Boating Industry Canada April 2015 - Industry News (Page 11)
Boating Industry Canada April 2015 - Industry News (Page 12)
Boating Industry Canada April 2015 - Industry News (Page 13)
Boating Industry Canada April 2015 - Industry News (Page 14)
Boating Industry Canada April 2015 - Industry News (Page 15)
Boating Industry Canada April 2015 - Ad Nauseam (Page 16)
Boating Industry Canada April 2015 - Ad Nauseam (Page 17)
Boating Industry Canada April 2015 - Impact - John Pfeifer (Page 18)
Boating Industry Canada April 2015 - Impact - John Pfeifer (Page 19)
Boating Industry Canada April 2015 - Impact - John Pfeifer (Page 20)
Boating Industry Canada April 2015 - Propulsion - Mercury's Latest & Greatest (Page 21)
Boating Industry Canada April 2015 - Propulsion - Mercury's Latest & Greatest (Page 22)
Boating Industry Canada April 2015 - Propulsion - Mercury's Latest & Greatest (Page 23)
Boating Industry Canada April 2015 - Product Innovation - Xantrex (Page 24)
Boating Industry Canada April 2015 - Product Innovation - Xantrex (Page 25)
Boating Industry Canada April 2015 - Product Innovation - Xantrex (Page 26)
Boating Industry Canada April 2015 - Made in Canada - Nova Kool (Page 27)
Boating Industry Canada April 2015 - The Boat Shop - NMEA (Page 28)
Boating Industry Canada April 2015 - The Boat Shop - NMEA (Page 29)
Boating Industry Canada April 2015 - The Boat Shop - NMEA (Page 30)
Boating Industry Canada April 2015 - The Boat Shop - NMEA (Page Cover3)
Boating Industry Canada April 2015 - The Boat Shop - NMEA (Page Cover4)
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