Weekly 5: Marketing to Gen Y

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Christopher Gerber (CGerber@BoatingIndustry.com)
April 30, 2013
Filed under Weekly 5

The BI Weekly 5 is a collection of tips, news and data affecting the boating industry this week. Be sure to look for the BI Weekly 5 every Tuesday on BoatingIndustry.com.

1. Marketing to Gen Y

It’s no secret that one of the biggest challenges facing the marine industry is the aging of our target audience. MarketingProfs offers five tips on the most effective ways to market to Generation Y (also known as Millennials or Echo Boomers).

2. Georgia governor signs new boating regs

After a summer that saw multiple boating fatalities last year in Georgia, the state’s governor has signed a series of new regulations. The new law sets a lower legal blood alcohol content level for boaters (bringing it in live with driving laws), require life jackets for anyone under 13 and boater education for anyone born after 1998.

3. Longbow Research downgrades Brunswick

Citing disappointing first quarter results and the stock’s rapid price increase over the past year, Longbow Research has downgraded Brunswick Corp. from a “Buy” to “Neutral.”

Longbow said it sees “dramatic upside” for the stock in the long term, but limited potential for the short term.

4. Consumer confidence up in April

Consumer confidence rebounded in April after its March decline, according to the latest measure from The Conference Board.

The Index now stands at 68.1, up from 61.9 in March. The Present Situation Index increased to 60.4 from 59.2. The Expectations Index improved to 73.3 from 63.7 last month.

5. Men use Google+ & LinkedIn; Women opt for Twitter & Pinterest

An interesting look at how the various social networks break down by sex from AllTwitter, with a great infographic. Key takeaways: More women are on social media than men, but there are some outlets (notably, Google+) where men make up significantly larger portion of the audience.

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