The global economy is shifting again and shaking business confidence. With the new U.S. tariffs introduced this month (although as we post this a 90-day pause has been introduced), marine businesses that rely on international trade are facing fresh challenges, from increased production costs to disrupted supply chains.
Let’s be honest, it’s hard to keep up with the changes at the moment! These new tariffs are already shaking global markets, and for the marine sector, which often sources parts globally and exports internationally, the implications are real. But with a smart, focused marketing strategy, your business can not only survive, it can thrive.
At ADPR, we believe that the best brands show up consistently, especially when the going gets tough. If you’re wondering how to adjust your marketing plan in light of what’s happening, this one’s for you.
Whether you’re building boats, supplying safety equipment, or servicing the leisure sector, it’s likely your business will see some knock-on effects. But it’s not all doom and gloom, now is the time to adapt and refocus.
Keep showing up
It might feel tempting to pause your marketing spend until things feel more certain, but this is when visibility matters most. Use PR, digital content, and thought leadership to stay part of the conversation. Your customers and partners will notice who’s active and reassuring, and who’s disappeared.
Stay close to your existing customers
Now’s the time to double down on customer retention. Invest in CRM tools, aftersales content, loyalty campaigns, and emails that bring value. Being proactive with your existing customer base builds long-term trust and loyalty — and that’s marketing gold.
Refine your messaging
What your customers want to hear right now is simple: “We’ve got you.” Focus on messages that build confidence, reliability and value. Of course this will vary on your business, but that might sound something like “built to last”, “tough kit for tough conditions”, or “customer support that is with you, wherever the waters take you.”
Support your sales partners
Your dealers and distributors are feeling the pressure too. Make their lives easier with ready-to-go marketing packs, co-branded assets, product explainers, and hands-on support. Make sure you are connecting with them regularly. The more you can empower your trade network, the stronger your reach will be.
Rethink your market focus
If exports are impacted by new tariffs or costs, now’s a good moment to strengthen your position closer to home. Are there under-served domestic markets you could lean into? Could you revisit territories that are lower risk or less exposed?
Where should your marketing budget go?
A considered shift in your spend can keep your campaigns working hard — without waste. Here’s how we’d recommend dividing your marketing budget in 2025:
- PR & thought leadership – Build credibility and stay visible in key channels
- Content & SEO – Generate consistent traffic and answer real questions
- CRM & loyalty marketing – Strengthen customer relationships and repeat business
- Targeted paid media – Focus on ROI-led activity with clear goals
- Dealer/trade support – Help your network sell confidently and consistently
- Events (selective) – Choose events that offer strategic or brand value
The takeaway?
The marine world is used to navigating the unexpected, and your marketing plan should be no different. By focusing on what you can control, staying visible, supporting your customers, and communicating clearly, you’ll be in a strong position to come out stronger on the other side.
And remember, when times are uncertain, people look for brands they can trust. Let’s make sure yours is one of them.
Join our Marine Marketing Connections community
If you want to keep the conversation going, we run a free monthly networking event for marketing professionals working in the marine industry. It’s a relaxed, supportive space to share ideas, learn from others, and get inspired.
Visit our website to find out more and register for the next Marine Marketing Connections session. We’d love to see you there.