Baja Going Paperless With Consumer Marketing Material


Baja Marine has created digital brochures for its 2014 model-year Baja, Donzi and Fountain powerboats in an effort to decrease the amount of paper it produces and reduce the company’s “environmental footprint,” according to a press release from the Washington, N.C. boat builder. In 2014, the company’s various dealers will distribute the digital brochures to prospective customers during boat shows on custom-designed USB drives displaying each company’s logo. Each brand’s brochure also is accessible through its website.

“Now our customers don’t have to walk around a boat show with a bag of brochures —they can print out just the page they need, or pull it up on their smartphone and use it to compare the boat they are considering with other models,” said Johnny Walker, the chief executive officer of Baja Marine. “We feel our customers are savvy about digital media. It’s an electronic world.”

According to Nick Miller, the Baja Marine’s vice president, reducing printing costs did not drive the company to produce digital brochures.

“It costs our company more money to produce these new custom USB flash drive brochures than the old-fashioned printed brochures,” said Miller in the release. “But, we end up with a ‘green’ brochure that has an incomparable shelf life, given that the consumer also can use the flash drive for personal and or business document storage.”

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