Industry marketing gets complicated when the product is sold through independent dealers, built by dozens of manufacturers, and unfamiliar to most consumers.

In this episode, Kyler and John sit down with Carl Blackwell, longtime Chief Marketing Officer of the National Marine Manufacturers Association and former President of Discover Boating. Over four decades in marketing, Carl worked across restaurants, advertising, the beef industry, and eventually recreational boating.

Carl shares the story behind Discover Boating and what it took to build an industry-wide campaign from the ground up. This involved gaining the support of independent manufacturers and dealers, basing decisions on research, and addressing the real barriers that prevent first-time buyers from stepping onto a boat.

The conversation also tackles campaigns that have reshaped how boating is marketed, the role of boat clubs as a gateway for new participants, and the challenges the industry faces moving forward. From concerns about affordability to an aging customer base, Carl reflects on how marine manufacturers, dealers, and industry groups can collaborate to increase participation and strengthen the boating sector.

Key Takeaways:

1. Earn Credibility With Dealers: Independent dealers respond when marketers respect their expertise and take the time to understand how their businesses actually operate.
2. Use Research To Unlock Category Growth: Discover Boating succeeded because it focused on understanding the barriers that stop first-time buyers from entering the market.
3. Expand The Funnel Before Selling Ownership: Boat clubs, rentals, and shared access models introduce people to the water and create future buyers.

Timestamps:

(00:00) Meet Carl Blackwell

(01:12) Carl’s 40-year marketing career

(05:15) Moving from the beef industry to launch Discover Boating

(09:00) Building industry buy in for a national boating campaign

(11:50) Researching barriers that stop first time boat buyers

(14:31) Why dealers must sell boating as a family experience

(16:36) Convincing skeptical manufacturers to support Discover Boating

(20:25) Boat clubs as a gateway for first time boaters

(23:54) Favorite Discover Boating campaigns and creative experiments

(27:00) Early adoption of digital, connected TV, and influencer marketing

(29:02) Changing the narrative about the “two best days of boat ownership”

(33:14) Affordability challenges facing the marine industry

(38:00) New models like boat clubs, sharing, and fractional ownership

(44:00) The challenge of funding top of funnel marketing