MasterCraft Inland Northwest Uses Social Marketing to Find Success in Rough Economic Climate

July 23, 2009 (PRLEAP.COM) Business News
LIBERTY LAKE, Wash. (July 23, 2009) — Despite facing a difficult economic outlook, MasterCraft Inland Northwest has found unique ways to connect with consumers and dramatically increase market share.

As you've traveled around the Spokane area this summer, you've probably noticed boats placed at local car washes and malls.

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 MasterCraft Inland Northwest move to the front of the Spokane boating scene.

While other boat manufacturers are struggling to sell boats, MasterCraft Inland Northwest has seen a significant increase in market share. Sales in the Spokane boating market are down over 50% from 2008, yet MasterCraft Northwest's market share has increased over 400% from last year. The company is now among the market leaders 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 move their 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 partner 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, MasterCraft Northwest is able to meet the needs of price-conscious consumers who are looking for the best value for their dollar.

MasterCraft Northwest 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 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. MasterCraft Northwest 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, MasterCraft Northwest 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 eastern Washington's boating community.

Conveniently located near Spokane in Liberty Lake, MasterCraft Inland Northwest is situated to be at the center of most of the boating locations in eastern Washington. The showroom is located at 19651 E. Cataldo Ave. in Liberty Lake, Washington and can be reached by calling 509-891-1200.