Boating Industry

March 2016

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March 2016 | Boating Industry | 17 www.BoatingIndustry.com MONTHLY RESEARCH However, after being the second most used tactic in 2013 and 2014 (after web- site), boat shows did drop to fourth this year, behind both Facebook and email marketing at 67 percent (down from 73 percent in 2014). The use of boat shows appears to be fairly stable, though, as 75 percent of respondents said they do not plan to increase or decrease their boat show participation in 2016. One mainstay tactic that bucked the trend in 2015 was direct mail, with 42 percent of readers reporting they used it last year. That was up from 33 percent in 2014 and 2013. Twenty-six percent said they plan to use direct mail more this year, while 20 percent plan to use it less than in 2015. Radio and TV advertising was flat, with 23 percent using it in 2015 and 2014. It's worth noting, though, that 32 percent plan to use it less this year, while only 11 percent plan to use it more in 2016. In-person events took the biggest one-year drop in usage, declining from 58 percent in 2014 to 48 percent in 2015. That may be a one-year anom- aly, though, as that was up from 44 percent in 2013 and 49 percent of re- spondents said they plan to hold more events in 2016. Print advertising was also down in usage, declining from 55 percent in 2014 to 47 percent in 2015. Only 16 percent plan to use print advertising more this year, while 35 percent are planning to use it less than last year. The once-venerable Yellow Pages continue to decline in importance, as only 13 percent advertised in them in 2015, down from 18 percent in 2014 and 22 percent in 2013. Nearly half of readers plan to spend less on the Yellow Pages this year, while 3 percent plan to spend more. Overall, most readers plan to spend about the same on marketing in 2016, with 55 percent saying their budget is unchanged this year. Only a handful will be spending less, though, with 40 per- cent planning to increase their spending and only 5 percent spending less. CHANGES IN 2016 As the survey shows, the marketing climate continues to change quickly. With that in mind, we asked readers about the biggest change in their marketing efforts in the last year. Here is some of what they had to say: "More product placement at non-marine venues." "Website upgrade." "Expanded radio markets" "More money in digital, less in print." "More hits, prospects from website." "I push the YouTube videos, which have the greatest return for effort." "Consistent contact via social media, Web presence, direct target emailing and developing our events, community involvement and partnerships." "Use of social media to develop branding." "More emphasis on Web- based ads." "Social media has been a major game-changer and we have done very well with it." "More case studies on both blog and company website." "More money directed toward [pay-per-click]." "Focused more on one-on-one contacts at trade shows and customer-direct visits." Use more Unchanged Use Less Company website 65% 34% 2% Email marketing 62% 35% 3% Web advertising 59% 34% 7% YouTube 55% 37% 8% Facebook 53% 42% 5% Events 49% 41% 10% Instagram 31% 52% 17% Direct mail 26% 54% 20% Mobile advertising 25% 59% 16% Pinterest 20% 54% 26% Twitter 18% 60% 23% Print advertising 16% 49% 35% Boat shows 15% 75% 10% TV/Radio 11% 57% 32% Billboards 6% 54% 40% Yellow Pages 3% 49% 48% Source: Boating Industry survey, January 2016 MARKETING PLANS FOR 2015 2015 2014 2013 Company website 85% 85% 84% Facebook 71% 72% 55% Email marketing 68% 70% 60% Boat shows 67% 73% 63% Events 48% 58% 44% Print advertising 47% 55% 49% Web advertising 42% 48% 44% Direct mail 42% 33% 33% YouTube 31% 27% 19% TV/Radio 23% 23% 20% Instagram 22% 14% NA Twitter 19% 24% 16% Mobile advertising 13% NA NA Yellow Pages 13% 18% 22% Billboards 8% 11% 10% Pinterest 7% 10% 6% Sources: Boating Industry surveys; January 2014, 2015 and 2016 2015 2014 Company website 29% 27% Boat shows 19% 21% Web advertising 12% 12% Email marketing 10% 12% Facebook 8% 8% TV/Radio 5% 2% Events 4% 6% Print advertising 3% 4% YouTube 3% NA Direct mail 2% 5% Other social media 2% 2% Mobile advertising 1% NA Yellow Pages 1% 1% Sources: Boating Industry surveys, January 2015 and 2016 TOP MARKETING TACTICS, 2013 TO 2015 PERCENT WHO USED IN EACH YEAR MOST SUCCESSFUL MARKETING TACTICS, 2014 VS. 2015 PERCENT THAT RANKED IT AS MOST USEFUL EACH YEAR

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