How Getmyboat Dominates Google Without Awareness Spend

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Jeff Koenig, Chief Marketing Officer of Getmyboat, the world's largest boat rental marketplace with 85,000 boats globally. After spending a decade building supply, Getmyboat has shifted entirely to demand-side marketing—a transition that reveals hard lessons about marketplace liquidity, seasonality constraints, and the strategic tradeoffs between demand capture and generation. Jeff explains how his four-person team navigates the complexity of marketing to event coordinators (not boat renters), competing against their own charter company partners, and operating in a business where weather can devastate quarterly results. From finding unexpected wins in streaming audio to the stubborn reality that TikTok remains unsolved, Jeff shares the unglamorous truth about marketing a category where the product sells itself—but only if customers know to look. Topics Discussed: Transitioning from supply-side to demand-side focus after market maturity Marketing to event coordinators versus product purchasers Demand capture economics in seasonal, weather-dependent categories Life event targeting as a middle path between capture and awareness The complexity of competing with marketplace partners Channel performance in niche travel: what's working and what's failed Long-tail content strategy using AI for local SEO dominance Privacy degradation and the return to imperfect attribution