The New Markets Task Force of the Recreational Boating and Leadership Council worked on an educational training module for the boating industry this year. The task force was headed by Kenton-Smith Marketing.
The 45-minute module contained the latest statistics on the Hispanic, African American and Asian markets in the U.S. It also included the original best practice case study videos featuring five different boating industry businesses that were successful in engaging and selling to these markets in the region.
"We have updated all the latest demographic trends for Hispanic, Asian and African-Americans, everything from the ages, the boom of the youth in their specific markets - which are outpacing the Caucasian/white market pretty significantly - as well as their enhanced economic buying power," said Wanda Kenton-Smith, chief marketing officer at Freedom Boat Club and president of Kenton-Smith Marketing.
"We wanted to be able to prove that there's business out there that can be realized in engaging, welcoming and selling to new markets," she added.
Among the companies profiled in the module are West Marine, M & P Mercury, Freedom Boat Club, Prince William Marine and TUI Marine/The Moorings.
She furthered by saying that they are looking for different types of businesses from different geographic points in order to achieve a diverse mix of businesses for the presentation. She stressed that it is not simply an overview of the companies. Instead, it is an account of each company's stories on why and how they got involved in engaging new markets, as well as their sales strategies.
The module, which was received well so far, was first presented in November at the Marine Marketers of America luncheon during the Fort Lauderdale International Boat Show. It was also presented at the Marine Dealer Conference and Expo during the State of the Industry luncheon.
The New Markets Task Force aims to engage the industry in becoming more inclusive and more welcoming to new markets. Such move is also believed to have a ripple effect with the workforce shortage problem. With new markets opened up to boating as a recreation, a career in the marine industry becomes possible.
"The more that we work to promote or showcase boating to these groups, the more that we open the door and plant the thought that this is an awesome opportunity for career advancement," said Kenton-Smith.
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