Innovation, Online Community Help Utah Water Sports Thrive in Tough Economy

July 23, 2009 (PRLEAP.COM) Business News
SOUTH JORDAN, Utah (July 23, 2009) Despite facing a touch economic climate, Utah Water Sports has found unique ways to connect with customers and increase market share.

As you've traveled around the Wasatch Front this summer, you've probably noticed boats placed at local car washes and shopping centers.

A car wash may seem like an odd place to sell a boat, but this tactic is part of a new marketing plan that has helped Utah Water Sports move directly to the front of the Utah boating scene.

While other boat manufacturers are struggling to sell boats, Utah Water Sports has seen a significant increase in market share. Sales in the Utah boating market are down over 60% from 2008, yet Utah Water Sports' market share has increased over 50% from last year. The company is now the market leader in boat sales in the state.

Looking to make the most of a reduced marketing budget, company executives knew a fresh approach was needed to sell merchandise and connect with their customers.

"In this kind of environment, it is about reminding people how much fun spending time on the water with their friends and family can be," said Utah Water Sports co-owner Billy McKee. "Your kids aren't getting any younger and if you still have the means why miss out on these years?"

Utilizing social marketing outlets such as Twitter, Facebook, and text message-based marketing, the company connects directly with customers. By creating an ever-growing online water sports community, Utah Water Sports can meet the needs of price-conscious consumers who are looking for the best value for their dollar.

Utah Water Sports has also taken the boat to the customer, connecting at 'demo day' events at locations throughout the state. These events allow potential customers to experience being in a MasterCraft boat on the water, and encourages them to learn more by connecting with the company through one of its many social media channels.

"Boating is a lifestyle - either you live it or you don't, and in this kind of environment the key is to connect with people who are living the lifestyle," continued McKee. "Our goal is to bring them together, using the Internet and on water customer events, and show them how others are escaping from the stress of our current economy by enjoying time on the water with family and friends."

MasterCraft Boat Company continues to produce innovative boats that provide an amazing experience on the water. Utah Water Sports features the latest MasterCraft offerings, the X-35 and X-55 models of the popular MasterCraft "X-" line of boats, geared towards wakeboarders and wake surfers.

As the top water sports supplier in the state, Utah Water Sports offers a pro shop brimming with the latest water sports accessories, as well as friendly and knowledgeable staff who can help customers find the right equipment for their skill level and budget.

A service department featuring four technicians trained to maintain and repair any boat make and model allows the company to meet the varied needs of Utah's boating community.

Conveniently located just off I-15 in South Jordan, Utah Water Sports is at the center of most of the boating locations in Utah. The showroom is located at 11017 S. Jordan Gateway in South Jordan, Utah, and can be reached by calling 801-495-2400.