Bayliner and the other brands of U.S. Marine needed to change opinions about their direction company-wide, nowhere more than out in their dealer network. Dealers were expressing concerns that they had no insight into company decisions about products, marketing, profitability and other areas that impacted the dealers’ success.
The Insider was created as a tabloid-style newspaper that provides exactly that insight, clarifying unclear decisions and direction and opening up a two-way communications channel. Dealers ate it up.
