Marine Marketers Of America Brief

Marine Marketers of America Luxury Yacht Charter & Superyacht News

Marine Marketers of America (MMA) 2012 Neptune Award Winners

February 15, 2013

Written by Zuzana Bednarova

February 14 saw the Marine Marketers of America (MMA) reveal the winners of its fifth-annual 2012 Neptune Awards for Marketing Excellence. The winners were announced during NMMA’s State of the Recreational Boating Industry breakfast that took place in the Miami Beach Convention Center during the Miami International Boat Show and Strictly Sail.

MMA logo

This is the first time that the MMA has presented their annual awards during the Miami show.

“There were strong entries in 10 out of a possible 14 categories, our most interesting field ever,” said Wanda Kenton Smith, president of MMA. “The fact that all of the entries were concentrated in fewer categories this year says a lot about where marketers are concentrating their efforts during challenging times for the industry. There was also an interesting mix of B2B and B2C entries, which speaks to the importance of strong distribution and retail support. As usual, entries came in from companies large and small, accessories and boat builders and everything in between.”

2012 Neptune Awards were presented to the following companies in these categories:

Best National Magazine Advertising (Full Page): Gemeco Marine Accessories LLC, for “Conductor” created by Hawley Communications

Best National Magazine Advertising (Series)
: Sea Tow Services International for “Mobile App Ad Series” created by Syron Design

Best Regional/Local Advertising: Mercury Marine for “Saltwater Pilot Program” produced by GS Design

Best Product Literature: Kadey-Krogen Yachts for “Kadey-Krogen 52 Brochure” created by Adams & Longino Advertising

Best Digital Newsletter, B2B: Dominion Marine Media for “Boat Trader Dealer Newsletter” produced by Dominion Marine Media

Best Digital Newsletter, B2C: Grady-White Boats for “Docklines” created by Adams & Longino Advertising

Best Consumer Mobile App: Sea Tow Services International for “Sea Tow Mobile App” created by Syron Design

Best Online Video: Kadey-Krogen Yachts for “Hull Form Comparison” produced by Adams & Longino Advertising

Best Social Media Campaign
: Fort Lauderdale International Boat Show for “Instagram Fan Photo Contest” produced by High Impact Digital

Best B2B Mobile App: Chaparral for “Global iPad Dealer App” created by Jester Communications

Marine Marketers of America (MMA) presents program for Miami meeting and extends final deadline for Neptune Awards entries

January 17, 2013

Written by Zuzana Bednarova

Today, January 17, saw Marine Marketers of America (MMA) present the program for its bi-annual general membership meeting. The event will take place at the Miami International Boat Show at 3 p.m., February 14, 2013 in the convention center.

Miami International Boat Show

Miami International Boat Show

In addition to association updates, MMA is featuring a leading social media expert and popular speaker, Ellen Valentine of Silverpop, who will share practical advice and best practices for optimizing social media as a key marketing tool in today’s fast-changing business environment. Two additional industry social media experts will follow to share best case studies and recommendations for targeted marine applications. The event will conclude with a social mixer.

“Ellen Valentine’s experience working with major national brands at Silverpop will provide the marine industry and our marketing community with innovative new ways to both tap and embrace the online sales funnel,” said Wanda Kenton Smith, president of MMA. “Ellen’s proven experience in developing strategies and implementing programs that increase revenues, raise brand awareness and improve customer satisfaction should be of value to our members and provide a wealth of useful tips that marketers can take back and immediately apply to their businesses.”

The MMA membership meeting and presentation is hosted by Title Sponsor Dominion Marine Media and by My-Villages.

This year’s annual Neptune Awards, which recognize best work by marine marketers, will be held in conjunction with the NMMA’s Thursday morning breakfast meeting and industry awards celebration. Due to holiday deadlines, the final date for Neptune Awards submissions is extended to January 23. Complete details on the Neptune Awards, including entry guidelines and entry form, are posted on the newly re-launched MMA website.

Marine Marketers of America (MMA) 2012 Neptune Awards for Marketing Excellence: New Venue and New Awards

December 04, 2012

Written by Zuzana Bednarova

A call for entries for the fifth annual Neptune Awards for Marketing Excellence has been issued by Marine Marketers of America (MMA). Recognizing excellent work in the marketing field, the awards will be presented for the first time at the Miami International Boat Show in February 2013. Previous award ceremonies took place during the Fort Lauderdale International Boat Show.

MMA

Cindy Pechous, Awards Committee Co-Chair, stated, “We wanted to change locations for our fifth annual Neptune Awards program so that we could broaden awareness of these important awards and further promote all of the great marketing work being done in this industry.”

“The 2012 Neptune Awards will be our biggest and best ever, with more categories, a new awards venue, and for the first time, a top award for Marine Marketer of the Year, selected by a special committee of industry marketing experts.”

The 2012 Neptune Awards will include the 11 categories from the 2011 program: national magazine ads, national magazine ads/series, Web advertising (banners), product literature, newsletters, email promotion/blasts, regional/local marketing, online video, mobile apps, social media campaign and marketing innovation.

In addition, two new categories are being introduced this year – special sales promotion and mobile promotion. Complete program details, including entry guidelines and the official entry form, are posted on the association’s website.

The competition is open to any company or organization producing and publishing marine industry marketing work from the period Sept. 1, 2011 – Dec. 1, 2012. The deadline for submissions is Dec. 31, 2012.

For more information about the 2012 Neptune Awards program, it is advised to contact Awards Program Co-Chairs Cindy Pechous or Sally Helme. Reach Cindy at +1 (312) 946-6239 or awards@marinemarketersofamerica.org, and Sally at +1 (401) 845-4405 or sally.helme@bonniercorp.com.

NMMA President Dammrich as the Featured Speaker at Joint Gathering of Marine Marketers and Boating Writers at FLIBS

October 12, 2012

Written by Zuzana Bednarova

Taking place during the next Fort Lauderdale International Boat Show, October 25 will see the National Marine Manufacturers Association (NMMA) President Thom Dammrich in a role of the featured speaker at a joint gathering of Marine Marketers of America (MMA) and Boating Writers International (BWI). Dammrich as well as a panel of industry experts will speak about how, when and where the tide is turning in the recreational boating industry.

NMMA President Thom Dammrich

NMMA President Thom Dammrich

Joining Dammrich for a roundtable discussion are Jack Ellis, Managing Director at Info-Link Technologies, Inc., Laurent Fabre, formerly Director of Sales and Marketing for Beneteau’s North American powerboat division and newly appointed President of Beneteau America, and John Wooldridge, Editor-In-Chief at PassageMaker magazine and current BWI President. Michael Sciulla, a member of the boards of both organizations, will moderate the discussion.

The luncheon event is co-sponsored by Info-Link Technologies, My-Villages and Show Management.

“This is the second time that our two associations representing the marine industry’s leading marketers and writers have joined forces to produce a compelling and thought-provoking event,” said Wanda Kenton Smith, MMA President. “We believe the discussion topic is highly relevant to the industry at large and will address many of the latest facts, data and recovery initiatives underway in our marketplace.”

The gathering is open to the marine community at large, and will be held on Thursday, Oct. 25 from noon to 1:30 p.m. in the Grandview Room of the Bahia Mar Resort during the opening day of the Fort Lauderdale International Boat Show.

“Besides the lively discussion that is sure to develop, this will also be an outstanding opportunity to network with professional peers at both ends of the communications spectrum,” added Wooldridge.

Current BWI and MMA members are eligible for a reduced rate of $30 for lunch when paying in advance using PayPal. The cost is $35 for those paying at the door and for non-members. Those who wish to attend but do not want to have lunch may do so at a cost of $10. Payments can be made online by Oct. 22.

IBEX and MMA present the Exhibitor Video Awards (EVAs)

July 11, 2012

Written by Zuzana Bednarova

In order to honor the best product as well as company videos produced by IBEX exhibitors in 2012, the International BoatBuilders’ Exhibition & Conference (IBEX) in partnership with Marine Marketers of America (MMA) have recently presented the creation of the Exhibitor Video Awards (EVAs).

IBEX2012

The EVAs winners will be selected by a panel of judges from MMA, and the awards will be presented at the IBEX Industry Breakfast at 7:30 a.m., Oct. 2, at the Kentucky Exposition Center in Louisville. The competition is open to all 2012 exhibitors who post a product or company video with their online booths on the IBEX web site.

“We are launching this award program to encourage more exhibitors to take advantage of the opportunity to preview their companies, products and services through video clips on our IBEX web site,” said Carl Cramer, co-director of IBEX. “It’s just one of the exciting new programs to help exhibitors get the most out of their IBEX experience.”

“Savvy marketers in the boating industry recognize the power of video as a strategic marketing tool,” said Wanda Kenton Smith, president of MMA. “A well-done video allows organizations to engage with their customers’ emotions through a compelling mix of sound, imagery and narrative to reinforce their messages. If you are not including video in your marketing mix, you are missing an important opportunity to separate your company from the competition and build your brand.”

Market research documents the amazing growth of online video. YouTube reportedly gets some three billion views per day, 400 million of them on mobile devices. The eMarketer U.S. Digital Media Usage Report predicts that online video viewers will reach 169.3 million this year, and 70.8 percent of Internet users will watch online video content in 2012. Research also reveals that people spend 75 percent more time on web sites with video content.

EVAs will be awarded in two categories: Best Company Video and Best Product Video. All videos posted by exhibitors to the IBEX web site will be automatically entered in the competition. The video clips should be no longer than three minutes. A full set of entry rules and conditions will be forthcoming.

2011 Neptune Award winners

October 28, 2011

Written by Zuzana Bednarova

Marine Marketers of America (MMA) communicated today the winners of its fourth-annual 2011 Neptune Awards for Marketing Excellence on the association’s co-produced luncheon with Boating Writers International organised earlier today in the Grandview room of the Bahia Mar Resort during the Fort Lauderdale International Boat Show, in Florida.

Fort Lauderdale International Boat Show Credit Forest Johnson

Fort Lauderdale International Boat Show Credit Forest Johnson

The MMA added three new categories this year to address online video, social media and mobile apps.

“There were 60 entries in 14 categories, our largest field ever,” said Wanda Kenton Smith, president of MMA. “There was great diversity – entries came from companies large and small, sail and power, from insurance to fishing tournaments and everything in between. The standard of work overall was very high, and in the four years of the Neptune Awards, this was the toughest competition yet.”

2011 Neptune Awards were presented to the following companies in these categories:

Best National Magazine Advertising (Full Page): Paul Mann Custom Boats for “81-Foot Ferrari” created by Adams & Longino Advertising

Best National Magazine Advertising (Spread): Boat U.S. Marine Insurance for “Coverage You’ll Flip For”

Best National Magazine Advertising (Series): Yamaha Motor Group for “National Outboards Print Campaign” created by HY Connect

Best Regional/Local Advertising: Seattle Boat Show for “2011 Seattle Boat Show Promotional Video”

Best Product Literature: Sea Tow for “2011 Membership Brochure”

Best Product Literature Series: MasterCraft for “Rewind and Brochure”

Best E-Mail Blasts: Jarrett Bay Boatworks for “Carolina Flare 2011 Campaign” created by Stealth Marketing

Best Web Ads: Grady White Boats for “Get Your Grady Face On” Web Banners created by Adams & Longino Advertising

Best Print Newsletter: Mercury Marine for “Mercury Messenger”

Best Digital Newsletter: Sure Shade for “Shady Side of Boating”

Best Mobile App: Yamaha Watercraft for “Waverunners and Boats” created by ICBM Media

Best Online Video: Mercury Marine for “Mercury 150hp FourStroke Launch Video” created by Jacobson Rost

Best Social Media Campaign: EdgeWater Power Boats for “EdgeWater Power Boats – Social Media” created by ZGraph

Marketing Innovation: Beneteau for “Global iPad Dealer App” created by Jester Communications

2011 Neptune Award Marketing Innovation winner Jester Communications

October 28, 2011

Written by Zuzana Bednarova

Jester Communications (Jestercom), a maritime industry web-based marketing solutions company won the 2011 Neptune Award Marketing Innovation category for its Global iPad Dealer Application (App) for yachtbuilders.

Jester new Global iPad Dealer Application

Jester new Global iPad Dealer Application

Marine Marketers of America (MMA) presented Jestercom the award during the association’s co-produced luncheon with Boating Writers International held earlier today in the Grandview room of the Bahia Mar Resort during the Fort Lauderdale International Boat Show.

Jestercom first developed the award-winning iPad app earlier this year for Beneteau USA, a premier sailing yacht builder in America.

The iPad app includes a suite of sales tools and information, incorporating brochures, spec sheets, sea trial reports, videos, virtual tours, dealer information, equipment lists, upgrade options, press releases and articles, a virtual boat configurator, competitive analyses and links to learning resources.

“This award is a great honor and a strong validation of our product,” said Jared Jester, founder and president of Jestercom. “The iPad app serves as a virtual extension of the dealer’s sales team by turning a popular mobile device into a selling tool, enabling prospects to view featured models and company information right on the dealership showroom floor or while walking around a trade show.”

Gordon Houser Honored with first Neptune Lifetime Achievement Award

February 15, 2011

Written by Chelsea Smith

C. Gordon Houser, a marine marketing veteran who helped transform yachting into recreational boating by making the sport more appealing to millions of middle-class Americans, will be honored Feb. 17 during the Miami International Boat Show by Marine Marketers of America (MMA) with its first Neptune Award for Lifetime Achievement.

Houser launched his career in boating in 1954 with the Thompson Boat Company and transferred to Chris-Craft when Thompson was acquired. He became marketing manager, director and vice president before he and Dick Genth took over Donzi Marine in 1985. He served as executive vice president and then president of Donzi until OMC bought it and later closed it. He then moved on to Wellcraft as president of the High Performance Group, then served a stint as marketing vice president for Wellcraft, and finally headed marketing for Genmar’s group of companies in Sarasota.

Houser was one of the first to recognize that non-endemic publications such as The Wall Street Journal, Time, Newsweek, The New Yorker and Cigar Afficianado were especially productive as advertising outlets for selling boats, particularly during the New York National Boat Show. He also pioneered the use of schools as a way of marketing boats, inventing the Wellcraft Offshore Boot Camp for Scarab owners, the Wellcraft Offshore Fishing School and the Genmar Backwater Fishing School.

At the forefront of promoting boating as an exciting avocation, he introduced Scarab jet boat races at the newly opened Universal Studios theme park in Orlando, Fla. to draw crowds and sell boats. Along the way, he collaborated with a number of major Hollywood studios, serving as a technical advisor on films such as On Golden Pond, where he not only advised, but staged the famous boat-crash scene. Some of his fondest memories include playing cards with Henry Fonda in the evenings and teaching Johnny Carson’s sidekick, Ed McMahon, how to drive a high-performance boat.

Effective marketing has always been Houser’s passion. “Marketing is a multi-disciplined occupation. In boating, you need to be part of the sales department to know what’s moving and what isn’t, part of the engineering department to understand what’s special and how it works, part of new products planning, part public relations and a big part of advertising. I was never bored. Never ever,” he said.

Houser served on a number of National Marine Manufacturers Association (NMMA) committees, noting that the greatest satisfaction came from his years on the NMMA Shows Committee, where he served twice, once as chairman. “We demonstrated that boat shows are one of the most efficient ways of marketing boats.”

Houser retired from Genmar in 2004, recently celebrated his 80th birthday, and lives in Sarasota, Fla. with his wife, Vida.

In presenting the award, MMA president Wanda Kenton Smith said, “Gordon Houser is an industry trailblazer who helped to transform recreational boating into a multi-billion dollar industry that serves more than 10 million boat owners. MMA is very proud to present this distinguished award to one of our industry’s marketing and promotional giants who has been an inspiration to many of us.”

The MMA Neptune Award for Lifetime Achievement will be presented to Houser by long-time industry marketing pro, Bob Black. The MMA meeting will be held in room A 201, is free of charge and is open to the boating industry. The meeting will feature a keynote presentation by BLASTmedia social media director, Julie Perry, entitled, “The Secrets Behind What YouTube Can Do For You.”

Neptune Awards for Marketing Excellence entry deadline September 17th 2010

July 26, 2010

Written by Eva Belanyiova

Marine Marketers of America (MMA) has issued a call for entries for the third annual Neptune Awards for Marketing Excellence. The awards, which recognize outstanding work in the marketing field, will be presented at the organization’s Oct. 28, 2010, annual meeting, to be held at the Fort Lauderdale International Boat Show.

Neptune Awards 2009 - Best National Magazine Advertising – Full Page Sunbrella/Glen Raven Custom Fabrics


The 2010 Neptune Awards include nine categories: national magazine ads, national magazine ads/series, Web advertising (banners), product literature, press kits, newsletters, e-mail promotions/blasts and marketing innovation. One new category was added this year – regional/local marketing, recognizing the best marketing program by a marine establishment in a local market.

Complete program details, including entry guidelines and the official entry form, are posted on the association’s website.

The competition is open to any company or organization producing marine-industry marketing work from the period Sept. 1, 2009 – Sept. 1, 2010.
Deadline for submission is Sept. 17, 2010.

Information regarding luncheon ticket reservations will be forthcoming as will sponsorship opportunities. The event is open to MMA members and non-members alike.

The October MMA meeting is sponsored by Show Management.

About Marine Marketers of America

Marine Marketers of America is a professional development organization working to enhance the success of marketing and communications professionals involved in the recreational marine industry. The association was established in 2007.