More and more marinas are embracing a “green” approach to the design, construction and operation of their facilities. So, how do marinas that have taken this approach leverage their efforts to market their brand and increase their goodwill? We interviewed Jamie Welsh, CEO and founder of the environmental-services consulting firm 10% Solution to learn more.
Concern for the environment is not just good marketing—a healthy environment is essential for the future of boating.
As every operator knows, the marina industry is changing. Boat owners are becoming more conscious of the environment; they are beginning to see the earth’s resources are finite and the environment as fragile. Marina operators with an ecology story to tell can develop effective marketing programs that reach out to current and new generations of boaters.
Ecology marketing has power for three reasons. (1) An ecology story evokes universally positive associations. (2) Ecology is a simple, direct message that appeals on an emotional level. It commands attention and is easy to remember. (3) Marinas can leverage their ecology story to build connections to the community. While “cause marketing” has been misused at times, marina operators, as a group, should embrace it. We have much to be proud of. The industry’s record on the environment is excellent.
Concern for the environment is not just good marketing—a healthy environment is essential for the future of boating. The past 30 to 40 years have seen outstanding technical breakthroughs. Pollution-leaching materials are virtually gone and in-dock pump out systems, fuel-dock leakage-control devices and bilge-oil containment systems are becoming commonplace.