Grow Boating Inc. said today that the board of the National Marine Manufacturers Association approved full restoration of Grow Boating assessments, effective Jan. 1.
The decision comes after a Grow Boating funding task force, composed of representatives of the Grow Boating board, recommended that the NMMA board reinstate full assessment collection to reignite the Discover Boating campaign next year.
"Restoring Grow Boating assessments is a necessary step to rebuild our industry following the recession and effectively return to promoting the boating lifestyle long-term," said Scott Deal, president of Maverick Boat Co. and chairman of the Grow Boating board. "The importance of continuing to protect and invest in the valuable, industry-owned brand asset - Discover Boating - cannot be underestimated."
Assessments were temporarily reduced by 85 percent on July 1, pending the development of a new marketing strategy and an analysis of the effect of the recession on consumers. In August, the Grow Boating board selected Olson Co. Inc., a Minneapolis-based marketing firm, as agency of record to aid in the development and execution of a new integrated marketing campaign.
"We've always known Grow Boating would require long-term industry support to see real growth in the form of an increase in participation to increase sales over time. We began to see our efforts paying off with participation increases in 2006, 2007 and 2008 after a decade-long decline," said Thom Dammrich, president of Grow Boating Inc. and the NMMA.
"In response to economic challenges, we scaled back funding and program reach in 2009 and 2010 in order to immediately address the needs of manufacturers and dealers. The decision to restore assessments reaffirms the industry's commitment to a national integrated marketing campaign and the importance of a unified effort to grow the market for boating."
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