Spend money to make money: NMMA increases shows budget by 30%

The National Marine Manufacturers Association (NMMA) board of directors has approved a 30% increase in promotional funding for its Discover Boating boat shows aimed at attracting more attendees.

The announcement came at the start of a week that sees three of the trade organization’s major shows open in Boston, Atlanta and Chicago, which will benefit from the additional funds directed to media campaigns in traditional and digital channels.

“By targeting the highest-performing media channels and delivering inspiring, value-driven messages, NMMA is focused on maximizing impact and attracting showgoers — all while showcasing the unique joy and long-term value of life on the water,” an NMMA statement reads.

NMMA indicates the new spending will allow earlier and more frequent advertising of the events, “maximizing visibility and building excitement by reaching audiences in every Discover Boating show market.”