Discover Boating: Powering Industry Growth from the Top Down

Sustainable growth in boating starts long before a consumer walks into a dealership or researches a specific model online. It begins with awareness - introducing new and next-generation audiences to the lifestyle and helping them see boating as accessible and relevant to their lives. That's where Discover Boating comes in.

At its core, Discover Boating is an industry-wide movement to attract new people to boating. It is not a lead generator or sales engine.

What Discover Boating is

• The industry's pooled investment to build awareness and aspiration
• A consumer-facing, brand-agnostic promoter of boating as a lifestyle
• A catalyst to attract consumers to boating

What Discover Boating is not

• A lead broker or short-term sales driver
• A replacement for OEM or dealer marketing
• Solely responsible for industry growth

Why Discover Boating matters

As part of the Market Expansion Advisory Group's go-forward strategy, the group recognized Discover Boating's focus needs to be on awareness. Since manufacturers and dealers often do not have the scale or focus on higher funnel awareness marketing efforts, it makes sense for Discover Boating to own that role.

Without Discover Boating, there is a gap in filling the top of the marketing funnel with new people that, if left unaddressed, would deteriorate boating participation and sales and increase marketing costs for manufacturers and dealers.

Once consumers engage through Discover Boating platforms, manufacturers and dealers take over via their own marketing strategies to capture interested consumers. This begins the process for manufacturers and dealers to generate leads and nurture consumers through the path to purchase.

This coordinated approach ensures each part of the boating ecosystem, from Discover Boating to manufacturers to dealers, plays to its strengths without duplicating effort or diluting impact.

Learn more

View a recorded webinar with members of the Advisory Group as they share their perspectives on the critical roles Discover Boating, dealers and manufactures play in accelerating market expansion.