Nautic Global Group (NGG), Elkhart, Indiana, is revitalizing its existing Owner's Club programs for its Rinker, Hurricane, Polar Kraft, Sanpan, Aqua Patio, Sweetwater, and Parti Kraft brands.
"We have seen the incredible power of social media to engage our owners one-on-one, whether it's sharing tips on operating their boat, handling customer service questions or giving them a chance to communicate with other owners,' said Marketing Director Steve Tadd. "As an extension of that, it makes sense to create a cohesive ‘on-domain' community to encourage communication among owners, as well as with our employees, vendors and suppliers.'
To launch and manage the new programs, NGG has expanded its relationship with industry veteran Steve Rosenberg and his social media company, Avid Custom Media. Rosenberg has hosted and produced more than 200 product and instructional videos across Nautic Global Group's brands over the past two years as well as handled a number of content-related projects for the company.
The new Owner's Clubs are designed to improve the overall customer experience. NGG says their revitalization will potentially reduce support costs at the dealer and manufacturer levels as well as improve product development through owner feedback. In addition to an easy-to-use forum that promotes sharing across a variety of social mediums, the clubs wills feature a comprehensive archive of basic boat-handling tips and product-specific documentation as well as photo and video content.
"Boat owners, especially first-time owners, are put in a position of learning an entirely new vocabulary, and they can face challenges they might never have thought about,' said Tadd. "We want to help make that process as easy as possible. For every call or email we get from new owners, you can bet there are still other questions that don't get resolved, simply because [customers] don't know where to go. There is a great focus in the industry on providing resources for general boating questions, but when you get to each individual brand level, we believe these tools will enhance their ownership experience and provide a better sense of community.'