Brunswick Boat Group to Put Internet Tool to Use For Canadian Dealers

LAKE FOREST, IL — (Marketwire) — 10/18/10 — Brunswick Boat Group today announced it hascommitted to a focused marketing program for 2011 aimed at increasing brandawareness and boat sales leads for its dealers in Canada. The effort willcombine existing media, Internet tools and an informative upcoming webinarfordealers. The effort is being spearheaded by many Brunswick boat brandswith asignificant presence in the important Canadian market.

“We at Brunswick know our dealers are the key to our success. We also knowyoursuccess is now inextricably linked to the Internet,” explained Tom MacNair,vicepresident – Canadian Regional Sales for US Marine and Outboard Boats, in aletter to dealers. “Keeping up with the changes in the shopping behaviorofconsumers and their use of the Internet is a full-time job. That is why wehavealso created a 35-minute webinar to make sure our dealers are informed.

“In addition, we have invested in a multimedia marketing program dedicatedtothe Canadian marketplace that encompasses the Internet, television andmagazine,” MacNair added. “We wish to ensure that our dealers are wellinformed, prepared and able to take full advantage of the media that willdrivemore customers to their showrooms.”

Brunswick has committed to this marketing program, aimed at deliveringgreaterbrand awareness and increased sales leads for participating dealers. Theprogram’s media elements include boattest.ca, boatsbuys.ca,canadaboatshow.com,Power Boat Television, Boats & Places magazine, and Boater NEWS.ca.Brunswickbrands such as Bayliner, Boston Whaler, Crestliner, Cypress Cay, HarrisFloteBote, Lowe, Lund and Princecraft will all have higher profiles inthesemedia as well as offer opportunities for dealers to better align themselveswithbranding efforts.

“Further, we plan to offer dealers additional Internet capabilities thatwillcomplement this branding effort as well as put a number of powerful salesgenerating and tracking tools at our dealers’ convenience,” MacNaircontinued. “For example, participating dealers will have the option to assign a toll-free800 number that rings at their location. They will also have access todatathat will allow them to view their performance on boatbuys.ca, with adashboardthat summarizes all email and phone leads coming into the various media.”

To kick off this effort, Brunswick will invite dealers to participate in anupcoming webinar. Each brand’s dealerships will be contacted and notifiedofthe time and contact number. Webinar topics to be addressed include:

* What your site should have to generate optimum traffic, and keepcustomers and potential customers coming back for more;

* Search engine optimization — how to do it, how much to pay, how tomeasure if you need it;

* Leads, leads and more leads — how to get them, how to measure thepayoff, and what to do when you receive them, and

* What is new and around the corner — mobile phone linkage. Do you needit and how to make it happen.

The webinar will be presented by Lifestyle Integrated, producers of anumber ofmarine-oriented television and Internet-oriented programs and Web sites.

Lifestyle is a leader in media innovations, and is the largest marinecontentproduction company in Canada.

About Brunswick

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Source: Brunswick Corporation via Thomson Reuters ONE