Brunswick Boat Group will hold a focused marketing program for 2011 aimed at increasing brand awareness and boat sales leads for its Canadian dealers. The effort will combine existing media, Internet tools and an instructional webinar for dealers.
The effort will include the participation of several Brunswick boat brands that have a presence in the Canadian market, including Bayliner, Boston Whaler, Crestliner, Cypress Cay, Harris FloteBote, Lowe, Lund and Princecraft.
“We know our dealers are the key to our success. We also know [dealer] success is now inextricably linked to the Internet,” explained Tom MacNair, Vice President – Canadian Regional Sales for US Marine and Outboard Boats, in a letter to dealers. “Keeping up with the changes in the shopping behaviour of consumers and their use of the Internet is a full-time job. That is why we have also created a 35-minute webinar to make sure our dealers are informed.”
The webinar will cover the following topics:
• What your website requires to generate optimum traffic and how to keep customers and potential customers coming back
• Search engine optimization – how to do it, how much to pay and how to measure if you need it
• Leads – how to get them, how to measure the payoff and what to do when you receive them
• What's new and around the corner? – mobile phone linkage
“In addition, we have invested in a multimedia, marketing program dedicated to the Canadian marketplace that encompasses the Internet, television and magazine,” added MacNair. “We wish to ensure that our dealers are well informed, prepared and able to take full advantage of the media that will drive more customers to their showrooms.”