Discover Boating’s New 2008 Marketing Plan
The 2008 Discover Boating marketing plan will include an increase in media spending, a concentration on lead generation and most important to the sailing community--an increase in activity-oriented content.
Sailing will enjoy an increased presence in 2008 with a sailing specific microsite which will be added to DiscoverBoating.com (3.2 million visitors in 2007), and additional content in a planned revision of the Get Started in Boating DVD that has been distributed to 100,000 in the 20 months since the campaign started. In addition, through email marketing, a sailing-specific newsletter will go out to all consumers who have signed up for the DVD and have expressed interest in sailing.
National cable television, magazine ads in 14 publications, online advertising and a test using mobile marketing are included in the media plan. The plan will deliver a record 1.8 billion impressions reaching 91% of the new to boating target audience an average of 10 times.
Additional attention will be given to lead generation this year. Highlights of the plan include: testing a toll-free number on TV commercials during the month of April and extending, if successful through the end of the campaign, 19 million business reply cards in magazines such as: Golf, Popular Science, Motor Trend, Ladies Home Journal and Money, and an increase in interactive marketing expenditures, including email, search, viral and social network advertising.