DO NOT read “Discover Boating”. . . unless you want to get pumped up! Hey, you probably recognized this long ago but I admit I just got it: Our “Discover Boating” national website is as much for us as it is for the public.
Clearly, the “Discover Boating” campaign has successfully completed its start-up stage and is now into the build-out phase with exciting new developments and more reach. The DiscoverBoating.com website has just been given an updated look. There are also several new, interactive features all designed to do what “Discover Boating” was created to do — generate additional boat-buying prospects by focusing on activities for boaters with images of people having fun at fishing, sailing, watersports and simply messing around in boats.
For example, a great new feature is a “Baby Boomer” section that positions boating as the ideal way to enrich the lives of Boomers. After all, there are 78 million of them out there, the largest demographic target in U.S. history and the Boomer section interacts with them and calls them to action.
Or, how about this clever new feature: The “Spousal Conversion Kit.” To answer pleas from wannabe boaters, the Spousal Conversion Kit provides a seven-step process to help convince a significant other it’s time to purchase a boat. To introduce this new feature nationally, Discover Boating convinced Hall of Fame pitcher Mike Schmidt, to be the spokesman and help drive people to the website. Schmidt conducted dozens of interviews on ESPN and similar media outlets across the country, describing his experience convincing his wife to join him in purchasing a boat (eventually two boats.)
I’ve just scratched the surface here. There are lots more at the new DiscoverBoating.com site, like an excellent Boating Affordability Tool & Budget Planner section or a feature allowing viewers to select their boating activity-of-choice by clicking on the specific icon to get relevant information about that activity complete with boat type selections, tips and resources.
But here are my points today. First, you have to spend some time on the website and the more you do the more you realize how good it has become.
Second, here’s the payoff for you. From a salesperson’s viewpoint, studying the different sections on the website will give you a host of talking points and new perspectives to use in your selling process. It’s a free sales class you can take right in your office, right now.