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At the helm: Make way for the connected spender

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We often talk in the boating industry about reaching the “middle class” — that nebulously defined average American. But the Demand Institute is suggesting a new way of looking at consumers — one that makes a lot of sense, especially in a category like boating that is not need-based. In “Introducing the Connected Spender: The Digital Consumer of the Future,” ...

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Brand building vs. results marketing

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Do you spend money on advertising? Or, do you invest money in advertising? What’s the difference you say? In my book, “Marine Marketing Strategies,” I give the example of “brand building” versus what I call “results marketing.” The goal of traditional, image or brand building ads is to “get your name out there” and be “top of mind.” The idea ...

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Grab the 2017 opportunity

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If nothing else, 2016 was interesting. It seemed to be a year of turmoil, from social upheaval to an election season that left the nation divided. 2017 promises more of the same. Change is the new normal and how we adapt to it is the difference between success and failure. Business is changing, society is changing, the political world is ...

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Skyrocket your boat show ROI

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If you haven’t started working on your boat show strategy, you may want to consider it. I’m not talking selecting inventory and laying out your booth. I’m talking about setting goals and developing a plan to achieve them at the show. There are three main goals of any boat show for successful boat dealers: 1. Sell as many boats as ...

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At the Helm: A Top 100 stronger than ever

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This month we recognize the Boating Industry Top 100 – the best boat dealers in North America. And as we celebrate their success for the 12th time, the dealers on the list are stronger than they have been since before the Great Recession. The Top 100 and Hall of Fame reached nearly $2.7 billion in total revenue in 2015, surpassing ...

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At the Helm: 16 reasons to attend MDCE 2016

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For boat dealers, the Marine Dealer Conference & Expo is one of your best options for growing and improving your business. MDCE, produced by the Marine Retailers Association of the Americas and Boating Industry, is December 5-8 in Orlando. There are plenty of reasons to attend MDCE, but here are 16 of the best. Find more at MarineDealerConference.com. 1. Josh ...

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At the Helm: Tackling the labor shortage

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I’ve taken several trips visiting manufacturers and dealers this summer and keep hearing one recurring complaint: We can’t find enough help. There may not be a bigger challenge facing the industry today than the labor shortage. While the problem first reared its head years ago, the recession pushed it to the sideline for many years. Now, as sales have recovered ...

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7 ‘must-dos’ this fall for a spectacular 2017

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Wow, another busy summer selling season in the books. I trust it was a good one for you and yet know that 2017 can be even better … if you’re willing to do the work. One major issue dealers share with me is they just don’t get the important work done in the offseason because it is just too darn ...

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The educational spectrum of a boat buyer

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Have you ever considered the boat buying process from the buyer’s point of view? What is their experience? What stages do they go through? And, most importantly, how can you use these insights to deliver exactly what they want and need at each stage? That’s exactly why I share the “Educational Spectrum of a Boat Buyer” as one of the ...

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