A misconception about boat dealerships is that marketing should slow down when boaters slow down, but that’s not the case! While boaters may not be out on the water, they are still performing maintenance on their boats, shopping for upgrades, and starting to plan out purchases for the spring. Putting your attention towards digital marketing in the off-season will help set your boat dealership up for success in the active season.
Driving The Right Leads
With fewer buyers actively looking for boats in the winter, your dealership’s advertising will stand out to a smaller, more engaged audience. Customers who shop for boats in the winter are often more motivated to buy, as they are serious about their purchase and aren’t having a temporary impulse influenced by nicer weather.
Buying Doesn’t Happen Overnight
While we are in the middle of the “dead” season for boating, that doesn’t mean that avid boaters aren’t already thinking about their plans for the spring and summer. Typically, consumers aren’t making a large purchase like a new boat on a whim. If they want to get a new boat for next season, they’re going to start their searches now. This is why continuing with a strong marketing plan will help you get in front of serious buyers.
Highlight Your Storage and Services
Winter is a natural time to promote maintenance, storage, and other off-season services, which helps maintain revenue during the slower months and keeps customers engaged. You may not be selling high-ticket items, but you are developing connections with buyers that will continue to be customers for years to come.
Get Prepared For Boat Shows
Winter is the prime season for boat shows, which are a great opportunity for dealerships to connect with a large number of potential buyers in one place, often with show-exclusive deals and incentives. Whether you’re attending boat shows or not, keeping up your marketing during this time can help your dealership be put in front of boaters who are attending these shows and starting to look for their next boat.
Continue Building Long-Term Customer Relationships
Advertising during the off-season is a chance to build trust and brand loyalty. It gives you the opportunity to advertise possible services, like winter maintenance or spring prep packages. Even if you don’t offer any services in the winter, staying in the feeds of your customers helps you continue to stay relevant to your audience for the upcoming season.
Ready To Take Your Boat Dealerships Marketing To The Next Level?
Are you ready to step up the marketing for your boat dealership? Blackbear Marketing has got you covered! We specialize in full-service digital marketing for boat dealers across the country! Get in contact with us so we can discuss what your business needs are and how we can help get you there!
