we make you a be er storyteller
2 GroupMarketingDino ExperiencedHardworking,Creative,Innovative,
3 GroupMarketingDino Dino elevates brand stories from expected to unforgettable. We Make You a Better Storyteller
Today DMG comprises marketing strategists and publishing experts, writers and editors, photographers and designers, technologists and analysts, all focused on making our clients an indispensable part of their customers’ lives.
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Dino Marketing Group History & Projects
Tying all of this together are strategies that align client business drivers with customer needs and desires.
Dino Marketing Group was founded in 1999, helping brands become better at telling their stories and connecting them to their customers’ stories. At first that m eant magazines, brochures and collateral, but it quickly expanded to include advertising, events and public relations. As online options expanded, we began developing websites, email and social media campaigns.
5 GroupMarketingDinoYears22inBusiness 10+ Avg Engagement20(years)Longest Engagement (years) Number20+ofIndustries Served 60+ Number of Websites Launched 40+ Number of New Product Launches 13+ Avg Employee Tenure (years) 100+ Number of Trade Shows Supported60+MarketingAwardWins
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Dino Marketing Group has been the leading strategy, content and creative agency in recreational marine for over two decades. From big brands to small, and across all categories, we have helped boat, gear and equipment manufacturers get their customers excited about getting out on the water with our clients’ products. From launching new brands and models, to rebranding companies that just needed a boost, to award-winning creative and content programs, Dino has covered the waterfront, knows where the rocks are and can get you to the best fishing holes to catch your customers.
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We Know Marine
Client : BOSTON WHALER
Content Strategy
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For over a decade, Dino has combined the power of storytelling and the importance of strong branding to help grow Boston Whaler’s customer base. This treasury of content is used in a myriad of ways and across various channels, from prospecting to lead enticement to owner retention.
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Branding
Dino helped Bayliner launch its unique Element line of boats with an entirely new branding strategy to set it apart from Bayliner’s traditional offerings. From naming to logo design to messaging and design strategies, Dino framed Element to appeal equally to new-toboating customers and cost-sensitive shoppers.
The result was a hugely successful launch that has become a cornerstone of the brand’s overall positioning and ongoing profitability. The Element storyline has evolved and branched out to support line extensions, with lifestyle coverage in Bayliner’s magalog, email newsletters, website and distribution channels.
01 06. GOOD SKINCARE 08. PCI 10. ORANGELINE 12. TEXTRAIL 14. HYUNDAI TRANSLEAD 16. BIG TEX 18. HAHN EQUITIES 19. V.COLLECTIVE 20. BOSTON WHALER 21. BAYLINER ELEMENT
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Product Branding
Client : BAYLINER’S ELEMENT
11 GroupMarketingDino WELCOME TOTHE NEW ERA OF BOATING THE ROADMAP TO HAPP NESS HAS NO ROADS Even f you ha e he we gh o he wo d o you shou de s when ou e on t e w t r you e oa ng E ement t e e o u ona y ew 6 oo e om B y ne b ngs tha r ns o mat ona m g c w h n e ch Wha eve he d you ba k be o e no onge the wa So h t he oad towa d a new k nd o h pp nes he water s ne Whe he you hoose he S and rd o op ona Spo t con gur t on nc ude a Spor A ch ge coa o or cho e coo e bow e cush on and pec a hu g aph cs E emen s pac ou cockp nd bow ea ng a eas promot onboa d com o and o ter as conversa on among pa s nge s BU LT AROUND YOU YOUR FAM LY AND YOUR FRIENDS E ement comfor ab y s a am y o ou w t capac t or up to s x At 6 e t E emen ow n mo t g r ges and ow ow ng we ght su tab e o mos comp c SUV Under ea tor ge h oughou nd oom onboa d or a coo er ensure tha no gea e beh nd 6 6 2 7 5 5 0 b 60 hp 2 ga PERFORMANCE AND SAFETY HAND N HAND E emen ha th powe to pu a wa eboa de and th speed o h a k r h g s dew non k d su aces snug se t ng w th we p ced g ab hand es and u m eve o a on a h p o p ov de onboa d sa t W h me s n a v M H a b TAKE TURNS TAK NG TURNS E emen M Hu mp ove s ab y wh e p ss nger a e boa d ng and educe ean ng a t e bo t u ns Fam a au omo ve h nd ng 360 deg e unob ucted v ews and one s mp e ea y o ead mu unc on gauge mak ea n ng o d ve he E em nt c nch AFFORDABLE BOAT NG HAS BEEN REDEF NED W th a ow mon h y b ue e en ou boa d ng ne ow ma nt nanc componen s and a gh we ght bu d tha e sens you tr e ng oad E emen hange eve y t ng The po s b t s a e b gge th pr e ag s sma e and a he o d excu es no onge app y Qu k p g d c e g e mp e d v b Get everyth ng to tart you own E men dven u e boa moto AND a e o $0 DOWN and pa men s on pa w h cab e b Tha abou $ 50 A MONTH d $ d g A 2 n S o n n u a M m m D e u e o O n S o o fi u a o va b e w yo h b c d o $0 down and about $150 a mon h www S a tBoa ingToday com A NEW SHAPE A NEW ERA $150 A M O N T H
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Content Strategy
Client : SEA RAY BOATS
Happy owners make the best marketers. In 1999, Dino approached Sea Ray with the idea for a lifestyle magazine that would celebrate the experiences of real customers, transforming their stories into an undeniable argument for boat ownership. These stories were then leveraged into decades worth of print and digital content.
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Client : LARSON BOAT GROUP
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Catalog
Catalog designed and written by Dino Marketing Group for the Larson Boat Group.
Client : BOSTON WHALER
Catalog designed and written by Dino Marketing Group for Boston Whaler.
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Catalog
Client : L-CLASS YACHTS
Product Branding
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Sea Ray’s yacht offerings faced an onslaught of Euro-styled luxury yachts with modern design sensibilities that demanded both new product development and a new storyline. This storyline needed to reclaim sophistication and luxury while holding onto legacy brand advantages. Dino developed the L-Class subbrand narrative and redefined these select models as the pinnacle of Sea Ray’s artform, a distinctive group of yachts that brought sophistication to the fore. Inspiration and luxury were combined into the Inspired Luxury tagline, and the theme was set.
Innovative virtual reality executions and microsites combined with unique experiential tours and tactical email content campaigns to help sell out three years of advance production slots. People began buying yachts they wouldn’t get for several boating seasons. Rock-solid strategy, compelling story and innovative tactics are the recipe for brilliant content marketing and laudable sales success.
17 GroupMarketingDino Begin your journey with an L-C L ass Con C ierge today. searay.com/l-class L590 L590f L y L650 L650f L y With its graceful lines and sophisticated aesthetic, an L-Class yacht captivates at first sight. But look closer and you’ll find even more to love: Powerful performance. Superior livability. Personalized customer service. Because when style and substance marry this beautifully, it’s not about what a yacht can do for you; it’s what it does to you. True luxury leaves a lasting impression L-Class_8.375x10.875.FINAL.indd All Pages 6/11/15 5:31 PM
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Catalog for Larson’s Escape line of pontoon boats.
Catalog
Client : LARSON / ESCAPE
Clients : LARSON BOAT GROUP, AND BOSTON WHALER
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Print Advertising
From lifestyle to advertorial, Dino Marketing Group are experts at transforming your messaging into award-winning creative.
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Themanufacturer.guidelines included data visualization, color use and typography sections to help creators and vendors design content that is effective at conveying the pillars that made Boston Whaler the storied brand it is today.
Brand Guide
Dino created the Brand Guidelines for Boston Whaler — an upscale, multi-purpose boat
Client : BOSTON WHALER
Boston Whaler needed an effective solution to cover their boat show commitments and opportunities during the pandemic year with no in-person shows. Dino created the assets, content and messaging for the virtual show itself, as well as all the promotional materials leading up to the show and the follow-up collateral shared with prospects. Nothing can replace the excitement of an in-person boat show, but the Whaler virtual show came close.
p.s Dino designs and supports in-person boat shows as well.
Client : BOSTON WHALER
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VR Boat Show
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The Vessel Vanguard challenge was making a very complicated service offering understandable… and then indispensable. All while increasing awareness for a new category of product that people don’t even know they need: an online/ mobile boat maintenance management solution. The Vessel Vanguard Puzzle Ad is one example from the dichotomy campaign, making it clear that Vessel Vanguard answers questions, increases clarity and ensures your boat is in good shape and ready to go whenever you are. The first part of the dichotomy, “Puzzling,” presents a problem that a customer might not know they have. This is contrasted with a benefit, “picture perfect,” that they can expect to enjoy. Other dichotomies in the campaign included “From in your head…to in your hand,” promoting it is a mobile solution, and “From buyer…to lifelong customer” promoting it to boat dealers as consumer benefits they can offer their customers.
FOLLOW YOUR COURSE WE LL TRACK THE MAINTENANCE V s V n u d c m a v a s h wo n wo n own n b a A b a own y u wa o s e d m c m s po o e w er n w mm ng a s a o pa e w k W a e p o d a • S mp e Boat Owne h p Prov d s Pea e o M nd E m na e Un e a t Protec Va ue W h u o m
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Product Branding
Client : VESSEL VANGUARD
24 GroupMarketingDino 08. PCI 15 miles from shore st. augustine, florida september fishing for mahi-mahi You choose to go out. You have to come home. Sailfish Boats are designed with the comfort-minded features and options that active families need to maximize every outing. Our lineup of impeccably constructed boats offers something for every boater, from the most serious offshore anglers to the most laid-back beachgoers and beyond. Count on our Sailtech Construction method and exclusive VDS Hull Design to deliver soft, safe ride — and count on Sailfish for quality that lasts. Learn the secret that makes Sailfish one of the most reliable boats on the water at sailfishboats.com Center Consoles Dual Consoles Walk Around Foam-filled stringers wrapped in quad axial fiberglass form the backbone of every Sailfish boat, providing superior strength without excess weight. BoatsshSailfi SportsmanFlorida 10.875x8-AdPageFull 1048-2022158 Center Consoles Dual Consoles Walk Around 10 miles off the Maine coast fishing mistaken ground may fishing for cod You choose to go out. You have to come home. Introducing the New 316 Dual Console. The 316 DC checks all the boxes: comfort, safety, versatility, capability – come see it for yourself. The brand new 316 Dual Console captures everything boaters love about past and current Sailfish models, modifying to suit modern tastes and reflect the latest technology. With the best depths of cockpit in its class and great fishing-equipped amenities, the 316 Dual Console is fishing-focused and family-friendly. Learn the secret that makes Sailfish one of the most reliable boats on the water at sailfishboats.com/316dc Sailtech Construction unites science, materials and human touch to build lasting structural integrity into every hull, ensuring your safe return home from every shing trip.
Sailfish Boats worked with Dino Marketing Group to realign impressions of their brand with the quality of their boats. To do so, Dino Marketing Group developed content-rich collateral in the form of quad-folds and magazines, mixing product and owner stories to deliver both rational and emotional justifications to believe in the brand.
Product Branding
Client : SAILFISH BOATS
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Boston Whaler’s previous asset library was vast and incredibly difficult to use in a strategic way. Dino helped Whaler clean it up, improving the quality and presentation of the assets and increasing uptake by their many partners and dealers.
Dealer Support
Client : BOSTON WHALER IMAGE GALLERY
The brand’s heritage and stellar reputation provide endless opportunities for storytelling, and Dino has helped propel the brand further forward through the creation of a biannual magazine/catalog hybrid and branded content for internal, sales, advertising and digital needs.
Client : LUND BOATS
Content Strategy
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Lund is a revered aluminum boat brand serving anglers across North America and around the world since 1948. Lund’s meticulous design and engineering deliver the ideal balance of performance and strength on the water.
29 GroupMarketingDino TELLFISHBIGGERTALES. Don’t ask silly questionsRewrite the record book. And then rewrite it again. The Ultimate Fish ng Experience * MANYHOWISENOUGH? TELLBIGGER FISH TALES. Tell Whoppers.Lund fishermen catch bigger fish more often. Just ask them. No, really. LIKE A FISH OUT OF WATER? SO DO WE. Lund's professionalgrade boats offer superior control so you can focus on the thrill of the catch. Dealer Newsletter December 2012 If this email looks funny, click here to view in your browser Join the Club For the first time in its 64-year history, Lund is offering an exclusive, members-only owners club. Membership in this group gives you unprecedented access to Lund news, product launches, tips from the pros and more. Plus, receive special discounts on lodging, tackle and Lund Owner’s Club gear. To become a member, visit the Official Lund Owner’s Club website and sign up for free. All you need if your hull identification number. Hurry—the first 5,000 to sign up will receive a free fishing »»»»»»lure! Click here for more info. * * C AT C H O F T H E Y E A R W N N E R ! Congratulations to John Fisher, winner of Lund’s 2012 Catch of the Year promotion. John received a $2,000 savings toward the purchase of a Lund. »»»» m o e «««« * * B O AT B U I L D E R Have you ever dreamed about building the perfect boat? Well, now you can! Check out Lund’s online Boat Builder. »»»» m o e «««« * * S AT S FA C T O N A C H E V E Events Calendar Ultimate Control Lund boats have been meticulously engineered and constructed to deliver unmatched control that allows you to outperform the competition every time. Find out how you can benefit from better boat control. »»»»»» Click here for more info. Lund Boat Company :: 318 West Gilman Street :: New York Mills, MN 56567 This message is an advertisement.Pretosius concubine deciperet agricolae, utcunque octavius insectat Pompeii, semper Aquae Sulis agnascor… S P E C I A L G I V E AW AY ! Catelli fermentet bellus saburre, quamquam matrimonii conubium »»»»»» loremipsumdoloret.com For the second year in a row, the NMMA awarded Lund with its Customer Satisfaction Index (CSI) Award. »»»» m o r e ««««
Product Branding
Client : SEA RAY BOATS
Dino created a rubric for introducing Sea Ray’s product innovations—including Quiet Ride™ and Dynamic Running Surface™ technologies, as well as design breakthroughs including SkyFlow™ design and Concealed Outboard Propulsion™—that will significantly impact owner experiences. The name, the Next Wave logo and accompanying graphics reflect the Sea Ray “wave” that is the company logo. The color palette for the campaign reflects the brand colors, and the clean, precise and modern design of the materials reflects the future of Sea Ray.
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Strategically conceived content marketing that understands an audience’s point of view while serving a client’s business drivers will always be the most effective, and Next Wave achieves this beautifully. The resulting campaign won the highest honor in the Best Promotional Campaign category of the Content Marketing Awards.
Next Wave is a 24-month initiative conceived by Dino Marketing and client Sea Ray Boats to “redefine the boating experience across all Sea Ray platforms.” By framing new product initiatives within a coherent innovation-engine storyline, Next Wave allowed Sea Ray to own the leading innovator position in the recreational boating space.
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Client : LARSON BOATS
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Larson FX fishing boats are multi-species, multi-use boats that go long on utility, and believe form should always take a back seat to function. The brand ethos is that the boats will always be secondary to the stories that they help you write. Whether you’re seriously chasing fish or knitting together memories over long perfect afternoons on the water, Larson FX provides the right platform for you to define and capture the perfect experience. They are unique boats for unique
Product Branding
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WE WHATLOVEWE DO
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Thank you for reviewing our work. The Dino Marketing Group value proposition is that we help you tell your company, brand and product stories in ways that really resonate with your targets. It’s smart, it’s beautiful and it works. We produce high-quality materials, we deliver a lot of great output for the cost and time allowed, and we are very easy to work with. dinomarketinggroup.comrhess@dinomarketinggroup.com312.822.9266
350 West Hubbard Street | Suite 400 | Chicago, IL 60654 | (312) 822-9266 | dinomarketinggroup.com