Best Mobile App: Yamaha Watersports.

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.”

The 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 Ad: Paul Mann Custom Boats

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

Best National Magazine Ad (Spread): Boat U.S. Marine Insurance

Co-produced by Marine Marketers of America (MMA) and Boating Writers International (BWI), the luncheon event will feature the presentation of MMA’s fourth-annual Neptune Awards for Marketing Excellence, as well as a thought-provoking panel discussion entitled, “Can Writers Serve Two Masters?”

“This will be an outstanding opportunity to network with professional peers and for marketers to showcase their best work,” said MMA president Wanda Kenton Smith. The event is co-sponsored by Info-Link and the Fort Lauderdale International Boat Show.

“Our panel discussion is especially timely as the ‘Great Recession’ and the rise of social media have led many freelance writers to bob up against the gray line between journalism and marketing,” said Zuzana Prochazka, president of Boating Writers International.

The panel will include Andrew Clurman, COO of Active Interest Media, Tim Cole, EVP of Belvoir Publications, Jim Rhodes, president of Rhodes Communications, as well as Kenton Smith and Prochazka. The discussion will be moderated by Michael Sciulla, a member of the boards of both organizations.

Current BWI and MMA members are eligible for a reduced rate of $30 when paying in advance using PayPal. The cost is $35 for those paying at the door and for non-members. BWI and MMA members who wish to attend but do not want to have lunch may do so at a cost of $5.

To online by October 25, use PayPal and send your payment to orders@marinemarketersofamerica.org using the appropriate links below.

Reservation Pricing

Members $30.00 Non-Members $35.00

The awards will be presented at the organization’s annual meeting at the Fort Lauderdale International Boat Show on Oct. 27.

The 2011 Neptune Awards include eight categories: national magazine ads, national magazine ads/series, Web advertising (banners), product literature, newsletters, e-mail promotion/blasts, regional/local marketing and marketing innovation.

Three new categories were also added this year: online corporate brand image video, mobile application and social media campaign.

HOW TO ENTER THE NEPTUNE AWARDS

For complete program details, including information on categories, deadlines, rules and how to enter, read the Call For Entries.

You can also Download an Entry Form here (fill it in online, then print or use the “save as” function to save a file for email entries). Each entry requires its own form.

To submit the entry fees, you can pay by check or use a credit card online. Please make checks payable to MMA and send to Marine Marketing Awards, c/o National Marine Manufacturers Association, Attn: Cindy Pechous, 231 S. LaSalle #2050, Chicago, IL 60604. To pay with a credit card, indicate your preference on the entry form and we’ll send you an invoice via email.

MORE CONTEST DETAILS AND DEADLINES

The competition is open to any company or organization producing marine-industry marketing work from the period Sept. 1, 2010 to Sept. 1, 2011. The deadline for submissions is Sept. 30, 2011, at 5 p.m. EST.

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

For questions about the 2011 Neptune Awards program, please contact MMA Board member Cindy Pechous at +1 (312) 946-6239 or e-mail awards@marinemarketersofamerica.com.

The October MMA annual meeting is sponsored by Show Management and Info-Link Technologies.

You can See Last Year’s Winners, including many of the entries, here on the MMA website.

The awards will be presented at the organization’s annual meeting at the Fort Lauderdale International Boat Show on Oct. 27.

The 2011 Neptune Awards include eight categories: national magazine ads, national magazine ads/series, Web advertising (banners), product literature, newsletters, e-mail promotion/blasts, regional/local marketing and marketing innovation.

Three new categories were also added this year: online corporate brand image video, mobile application and social media campaign.

HOW TO ENTER THE NEPTUNE AWARDS

For complete program details, including information on categories, deadlines, rules and how to enter, read the Call For Entries.

You can also Download an Entry Form here (fill it in online, then print or use the “save as” function to save a file for email entries). Each entry requires its own form.

MORE CONTEST DETAILS AND DEADLINES

The competition is open to any company or organization producing marine-industry marketing work from the period Sept. 1, 2010 to Sept. 1, 2011. The deadline for submissions is Sept. 23, 2011.

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

For questions about the 2011 Neptune Awards program, please contact MMA Board member Cindy Pechous at +1 (312) 946-6239 or e-mail awards@marinemarketersofamerica.com.

The October MMA annual meeting is sponsored by Show Management and Info-Link Technologies.

You can See Last Year’s Winners, including many of the entries, here on the MMA website.

In days of old, cattle were branded to prove ownership and to show the potential buyer that a reputable company stood behind its product. Today, successful branding not only differentiates one company from its competitors but, backed by the latest social media tools, can create new markets and provide a unique solution to the needs of potential consumers.

On the heels of its first highly successful webinar held in January which drew participation from multiple sectors of the marine industry, Marine Marketers of America (MMA) is hosting its second webinar, “Branding 101: How To Build Your Brand” featuring Tom Marin, managing partner of MarketCues, a strategic market planning firm.

“How to successfully promote and brand a business today has changed markedly from just two or three years ago,” said Marin, noting that executives of businesses, large and small, need to harness the effectiveness of new social media tools to deliver value to their current customers and to develop new customers.

Marin will explore his approach to marketing in an hour-long webinar at 11 a.m. on Tuesday, March 8, 2011. He will discuss how to build a brand and leverage social media to achieve business goals. He will also examine brand marketing campaigns that were highly successful, why others were duds, and how to avoid these costly mistakes.

To sign up for the March 8 webinar, go to: https://www3.gotomeeting.com/register/911800734.

“This webinar will be accessible to both MMA members and marine industry professionals free of charge as part of our mission to enhance professional development for marketing professionals in the boating industry,” said MMA president Wanda Kenton Smith, noting that a webinar on branding topped a recent survey of MMA members.

Marin is a business strategy consultant with more than 25 years of experience serving such clients as Fuji Film, Rand McNally, CNA Insurance Companies and First of America Bank. For additional information about Tom Marin go to www.marketcues.com.

A leading YouTube and video marketing expert will demonstrate what this rapidly-growing social network can do to positively impact business during a keynote presentation for Marine Marketers of America (MMA) at the upcoming Miami International Boat Show (MIBS).

Entitled “The Secrets Behind What YouTube Can Do For You,” the program will feature a presentation by Julie Perry, Social Media Director at BLASTmedia and a contributing author to the book, “Success Secrets Of The Social Media Marketing Superstars.”

Marine industry veterans may recall Perry as the host of the video blog, TheBoaters TV, which aired back in 2007, generating over 800,000 views on YouTube alone. Perry first made waves in the boating industry in 2006 when she authored the book, “The Insiders’ Guide to Becoming a Yacht Stewardess: Confessions from My Years Afloat with the Rich and Famous.”

Perry will discuss how to get started on YouTube and provide tips for getting quick results. She will also demonstrate how effective YouTube can be for driving targeted traffic to websites and will explore video search engine optimization, Google Analytics, branding, online visibility and generating buzz.

“With its visual appeal, active lifestyle and niche markets, recreational boating is a natural for YouTube marketing,” said MMA Vice President Michael Sciulla who is producing the program.

“YouTube marketing can also be very cost-effective,” said Sciulla, noting that Kyle Kelly of Kelly’s Port Marine in Lake of the Ozarks, MO says he generated 75 leads producing 25 boat sales – at practically no cost – after placing his hand-held video footage on YouTube.

Perry’s presentation will take place during the annual meeting of Marine Marketers of America at the Miami Beach International Boat Show convention center, which begins at 3 p.m. on February 17 in room A201.

As part of MMA’s mission to provide ongoing professional development for its members, the event is free and open to all members and guests, as well as the marine trades. Seating is available on a first-come, first-serve basis; no advance registration required.

Marine Marketers of America Announces First Webinar in a New Instructional Series for Marketing Professionals in the Boating Industry

How many times have you heard that print advertising is dead? You may be surprised to learn that research shows the most effective way to reach customers is through an integrated and balanced approach combining both print and digital media into a seamless marketing initiative.

Interested in learning more? Marine Marketers of America is launching a new series of professional development webinars in 2011, and the first will be entitled “Print Advertising Is Not Dead: How to Get the Biggest Bang for Your Marketing Bucks.”

Who: Thad Kubis, president of NAK Integrated Marketing
What: Free one-hour webinar hosted by Marine Marketers of America
When: Noon, January 11, 2011
Where: Register by January 7 at https://www3.gotomeeting.com/register/504916334
Why: Learn how to engage your customers and optimize ROI from a leading national industry expert in online marketing

The presentation will provide convincing evidence that the combination approach works, and will showcase examples of successful integrated marketing campaigns. You’ll take away practical and useful tips on how to create a cost-effective and powerful integrated campaign with both print and electronic media.

Don’t miss this unique opportunity to start the New Year with fresh marketing ideas that will enhance your bottom line.

For additional information about Thad Kubis go to www.nakinc.com or www.pointgarage.com.

About Marine Marketers of America

Founded in 2007, 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.

Fifty-eight entries in 12 categories were up 60 percent from last year, drawing the contest’s largest field to date, with submissions running the full industry gamut from companies large and small, to sail and power, from trailers and engines to boat shows, and everything in between. About half the entries were created in-house, with the other half produced by advertising and PR firms.

In the Print Advertising category, Sure Shade took the win for Best National Magazine Advertising – Full Page for its “Experience the Shady Side of Boating,” while Kady Krogen won for Best National Advertising Spread for its “Beach, Fjord, Lagoon,” with creative produced by Adams & Longino. The Best National Magazine Advertising Series was won by Yamaha for its “VMAX SHO” campaign, with creative by Lone Wolf Graphics. In the Best Regional/Local Marketing category, Sea Tow won for its “Trust the Local Experts” ad, with creative by Syron Design.

Taking the gold for the Public Relations/Press Kit was Xantrex Technology USA for its “2010 Electronic Media Kit,” produced in partnership with Kenton Smith Marketing.

In the Best Product Literature category, SeaSwirl Boats won for its single “2010 Striper Sales Brochure,” with creative produced by Adventure Advertising; while Sea Tow won for Best Product Literature Series for its “New Member Box Kit,” with creative produced by Syron Design.

On the Internet front, Jarrett Bay Yacht Sales won for Best E-Mail Blasts, with creative produced by Stealth Marketing. Yamaha won for Best Web Ads for its “VMAX SHO Web Banners,” with creative produced by Lone Wolf Graphics.

In the Newsletter category, two separate sets of judges gave the nod to Grady-White for dual awards respectively for the Best Print Newsletter for “Anchorline,” and Best Digital Newsletter for “Docklines,” with creative produced by Adams & Longino.

The final category for 2010 was Marketing Innovation, won this year by Sea Ray for its “Costco Auto Program” which garnered 850 incremental unit sales, produced in agency partnership with AVALA Marketing.

“We were absolutely delighted by the scope and breadth of our submissions this year as well as the outstanding volume of entries, particularly considering the reduction in marketing budgets by so many over the past year,” said MMA Vice President and Awards Committee Chairperson Michael Sciulla. “Based on the quality and caliber of our entries for this year’s competition, we can’t help but conclude that marketing remains alive and well in the marine marketplace, and serves a significant role in ensuring survival and success for leading companies in our business.”

SEE THE WINNING ENTRIES:

Best National Magazine Advertising – Full Page

Best National Advertising Spread

Best National Magazine Advertising Series

Best Regional/Local Marketing

Public Relations/Press Kit

Best Product Literature

Best Product Literature Series

Best E-Mail Blasts

Best Web Ads (see the ad closed and expanded)

Best Print Newsletter

Best Digital Newsletter

Marketing Innovation

ABOUT MARINE MARKETERS OF AMERICA

Marine Marketers of America was founded in 2007 to serve as a voice and provide professional development and career opportunities for marketers. It organizes networking events and sponsors a national awards program to recognize outstanding achievement in marine advertising, public relations and promotions.

The featured speakers for “Boat Shows 3.0” include database industry veterans Michael Peterman, CEO of VeraData; Ralph Williams, marketing technologies consultant for Printable; and Cara Cohan, national accounts director for Advantage Mailing.

They explained how a variety of techniques, ranging from basic demographic modeling to psychographics, can be employed to hook prospective consumers and reel them in.

Two leading experts will dive into this hot topic on October 28 during a program produced by Marine Marketers of America (MMA) at the upcoming Fort Lauderdale International Boat Show.

Entitled “Boat Shows 3.0: Beyond the Booths and Berths,” the program follows in the wake of a front-page article in the June issue of Soundings Trade Only about declining boat show attendance. MMA Vice President Michael Sciulla, who heads up programming for the association, posted follow-up commentary on the article on three LinkedIn sites resulting in a burst of more than 125 online posts including comments, criticisms and suggestions for change from a broad spectrum of industry observers.

“Marine marketers can play a critical role in helping to burnish what some see as the fading allure of boat shows,” said Sciulla, chairman of the committee producing the program. “Sophisticated database marketing offers proven ways to both attract the public to boat shows, as well as target what can be done once exhibitors, manufacturers and dealers have these consumers in their databases.”

Featured speakers for “Boat Shows 3.0” include database industry veterans Michael Peterman, CEO of VeraData and Cara Cohan, National Accounts Director for Advantage Mailing. They will explain how a variety of techniques ranging from basic demographic modeling to psychographics can be employed to hook prospective consumers and reel them in.

The program will take place during the annual meeting of MMA at the Bahia Mar Hotel, beginning at noon, October 28. The event is co-sponsored by Info-Link, Home Port Marine Marketing and the Fort Lauderdale International Boat Show.

The program will also feature the third annual MMA Neptune Awards for Marketing Excellence. These awards are designed to recognize outstanding performance in the marine marketing field. A call for entries is now underway.

Complete program details including entry guidelines and the official entry form are posted on the association website: www.marinemarketersofamerica.org. The competition is open to any company or organization producing marine industry marketing work from the period September 2009 – September 2010. Deadline for submission is Oct. 2, 2010.

Information regarding luncheon ticket reservations will be forthcoming. Additional sponsorship opportunities are also available. For further information contact Sciulla at msciulla@gmail.com. The event is open to MMA members and non-members alike.

For questions about the 2010 MMA Neptune Awards program, please contact MMA Board member Cindy Pechous at +1 (312) 946-6239 or email awards@marinemarketersofamerica.com.