Durée Mellion Ross is the CEO & founder of Durée & Company, a results-driven public relations and marketing agency.
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In the last few years, the boating and marine industry has grown significantly, with a sharp uptick in boat sales. And while boating and other water activities have been a favorite leisure pastime for generations, the industry has grown to include a new, younger audience of enthusiasts with tremendous buying power.
As the changing face of the buyer continues to evolve, the need to adequately market boats, yachts and an array of ancillary marine products and services has become evident. While many brands have caught on to these market conditions and captured new audiences through proactive public relations and marketing efforts (we’ve personally seen an uptick in these types of clients), there is still great opportunity—and a great need—for the industry to adopt public relations into their communication strategy to remain relevant and competitive in today’s marketplace.
For marine brands, there has never been a better time to put public relations at the helm.
The Demand For Year-Round Leisure Activities
During the pandemic, many Americans sought out flexible work arrangements and planted themselves in coastal markets with the purchase of either a primary or secondary home. For many living in northern climates, a migration to warmer environs that offered year-round leisure activities became an easily adapted lifestyle choice. This trend continues today, and as a result, boating and yachting are experiencing new levels of pursuit.
Like any burgeoning industry, the space is crowded with competition. With so many choices available to the buyer, a brand without a strong identity and story to tell will get swept away among the competition. Public relations provides ample opportunities to tell a brand’s story, drive traffic (leads) to a brand and engage in a deeper dialogue with the target demographic to better address their needs.
Not Your Grandfather’s Fishing Boat
The yachting and boating industry has also become increasingly lucrative. The wake of new and first-time boat owners, in addition to many seasoned boaters, are seeking out bigger and more sophisticated vessels. They are also looking for more amenities. To this point, the average boat value for both sailboats and power boats in the U.S. now stands at $139,152, a substantial rise from $103,629 in 2019. A number of new technology advancements, including savvy navigation systems, AI-assisted safety, and other maneuverability tools, have boosted confidence among buyers who, as a result, experience greater ease of handling and maintaining larger boats. Here, there is ample need for public relations to educate consumers on the vast products, technology and options available to them.
Millennials And Gen Z Are Already On Board
The boating and marine industry is increasingly reaching a younger demographic. Millennials and Gen Z—who value experiences over material things—are embarking upon boat ownership at a rapid pace. A survey by Boat Trader in May 2023 revealed a compelling trend: 40% of millennials who purchased boats in the past one to three years intend to upgrade their vessels soon. This does not even account for the significant boat charter/rental market that is attracting a younger audience looking for flexible, hassle-free time on the water.
Brands that are poised for the greatest success will be those that utilize public relations tactics to reach these demographics and reel them in with a narrative that speaks directly to them. The younger generations already expect this, based on their personal experiences with other large purchases.
A Lifestyle, Both On And Off The Water
Enjoying time on the water can be so much more than the make and model of a particular vessel. It’s about capturing the essence of the lifestyle. In the last few years, there has been significant investment in marinas, turning many decades-old docks into lifestyle destinations. Marinas have become a hot sector for professional investors, with more cash yield on the investment than other real estate investment sectors.
Savvy investors have identified opportunities to reinvest in old assets and create something for the modern-day boater. New options, including dry stack storage and turnkey concierge service, can remove any hassles and keep the focus on the fun. With the addition of appealing amenities, dining and retail opportunities, the time spent onshore can rival the on-water experience.
Courting The Buyer
PR’s reach can come in many forms, and a strategic communication plan will leverage multiple channels to reach the greatest audience. Boat, yacht and other watercraft purchases require a great deal of research and education. Public relations can meet buyers at a number of different stages in the purchasing process. This can be accomplished through editorial coverage in consumer lifestyle and boating/marine publications, where a buyer is gathering information through trend stories and boat profiles.
Different from obvious advertising, public relations can garner these earned media opportunities, bringing that coveted third-party endorsement to a brand while creating instant validity and authority. Public relations can also help identify key messaging and put a brand’s unique value proposition into words that can be marketed to buyers.
In the golden era of content creation, public relations can help a brand define itself and its products with points of differentiation and competitive advantages communicated through social media, content marketing, thought leadership, blogs and bylined articles.
IRL Experiences
In the marine and yacht industry, stepping foot on deck can help sway a buyer. Whether it’s a virtual tour, showroom visit or annual boat show, both first-time and seasoned buyers seek out experiences to view boats and yachts up close and in person. Brands that utilize public relations know how to leverage their existing PR efforts for greater visibility and relevance at these events and to cast in a wider audience. Boat shows are also great places for brands to engage with attending media who are often working on stories about new and notable products and features.
With so many compelling factors, public relations stands as one of the most cost-effective, impactful and meaningful ways a boat or yacht brand can stand apart from its competition and gain more traction in the space.
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