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The confidence gap

I’ve been around boats my whole life, but even though I’m no stranger to the water I’ve never felt fully confident behind the wheel. It certainly doesn’t help that all my life if I’ve ever made the slightest error, a male relative or in-law has been right there to yell at me about what I’m doing wrong or take over ...

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Google’s game changer in online ad campaigns

Last week, Google made a pretty big announcement that will affect your business: its latest feature will be able to tell when consumers who clicked on an ad in search results made a credit or debit card purchase at a corresponding physical store. This helps advertisers better track the success of online campaigns. Google achieves this by working with credit ...

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Embracing technology trends to advance your business

No matter where we are in the world, our lives are connected through technology. Smartphones have evolved into the ultimate travel companion, housing all of your valuable information right at your fingertips. With this in mind, it is important for the marina industry to respond to this booming travel trend and capitalize on it to service our guests. At IGY ...

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American Boating Congress 2017

This week many of our industry’s leaders gathered in Washington, DC for the 2017 American Boating Congress. This is always an interesting week as our industry works together to understand, discuss and take action on key issues. My ABC week began in a meeting of the Recreational Boating Leadership Council. Led by the very capable Matt Gruhn, our council is ...

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Strategically manage your dealership’s online reputation

Customers are conducting online research prior to making a purchase and it plays such an important role in the customer journey. According to Vendasta, who’s core purpose is to help drive local economies, “85 percent of customers use the internet to research before marking a purchase.” Once a customer finds your dealership online, their next thought may be “can I ...

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How to be a customer service champion

The happiness and loyalty of your customers is not something to take lightly. Conventional business wisdom, according to LinkedIn, says that it costs 10 times as much to earn a new customer than to keep a current one. According to data from Accenture, more than half of consumers will end their loyalty to a particular business after having a poor ...

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How are you protecting your digital assets?

On Wednesday, the latest large cybersecurity issue reared its head with a phishing scam aimed at Google Docs/Gmail users. In this case, the scam tricked users into granting access to their Google account through a fake Google Docs link. It could then use that access to email others in the users' address books to spread itself. While this one seems ...

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Go ahead, be grumpy at work

In a service industry like ours, it is natural to put on a happy face at work – even when we’re feeling cranky. While that may be a good practice when interacting with our customers, research shows it may not be the most productive or healthy. A recent Quartz post highlighted several studies that are relatively new, connecting workers’ productivity ...

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Dynamic inventory retargeting for dealerships

Dealerships have numerous options when advertising online to generate traffic to their website, but which method is most effective? Which method is going to produce the highest ROI, sell the most inventory and drive brand awareness? Only two percent of website visitors will fill out a website contact form, so what about the other 98 percent? Facebook allows you to ...

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Millennials better educated, but making less

Another report is out that points to the difficulty of growing boating to younger buyers. Per the Washington Post's Wonkblog: Over the past four decades, young American workers saw their average incomes decline by 5.5 percent after adjusting for inflation, according to new figures published Wednesday by the U.S. Census Bureau. In 1975, workers aged 25 to 34 had a median personal income of ...

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