Ask the Average Joe walking down the street if he can afford to buy a boat and he’s likely to say, “No.” Boats, he may say, are a luxury item only to be enjoyed by the rich and famous, not the average, middle-class American.
He may not know that boats, like cars, may be financed. Put some money down and make a monthly payment, like most Americans do on the cars they own. Joe knows he can do this with a car because of all the ads he sees that tell him this – on the radio, in the newspaper, on television or the Internet.
Auto dealers regularly advertise their financing specials, and for this amount down and this amount a month, Joe can be driving the car of his dreams.
The same can’t be said about boat dealers.
While they may advertise in industry publications, they don’t hawk their deals for the general public, and that’s a problem. It’s often said that the boat industry is 10-15 years behind the auto industry.
Here’s another case of that and it’s time to play catch up. The Grow Boating ads, which sell the “boating lifestyle,” are a great start; but if Average Joe doesn’t even know he can afford to boat, they won’t do much good.
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