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In This Issue

Brand building vs. results marketing

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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Cleveland Boat Center: Renovating and rebranding for efficiency

Longtime Top 100 dealer Cleveland Boat Center has been a part of the Tennessee boating community since 1972. But even for a dealer with a long history of success, it’s important to keep revamping and improving. In 2015, Cleveland Boat Center underwent major facility renovations and updates in order to create a more efficient process flow for the business. “This ...

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2017 boot Düsseldorf draws 242,000 from 70 countries

Water sports, environment big focus of show As Europe’s largest boat show, boot Düsseldorf helps to set the agenda for boat shows throughout the rest of the year. Organizers of the show said the 2017 edition ended up drawing 242,000 attendees to see the latest technology and products. “boot is in great shape. There was a vibrant atmosphere in all ...

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Mark’s Marine: Fishing seminars add value for boat sales

Mark’s Marine, Inc. has been hosting fishing seminars for a few years, and they have been incredibly popular with its customer base. These informal classes help fishing enthusiasts learn how to use their fishing boats – which Mark’s Marine sells – better and more often. Now, the seminars have grown so much that Mark’s Marine doesn’t promote them anymore, because ...

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The changing marina climate

Consolidation, innovation coming to marina segment A recent wave of consolidation in the marina segment has the potential to drastically reshape how and where boaters spend their time on the water. For an industry that has been dominated for decades by small, family-run operations, it’s a dramatically different look. Major, well-financed players have jumped into the segment in a big way ...

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Grab the 2017 opportunity

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

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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2017 Outlook: Steady as she goes

They say slow and steady wins the race. If this is true, the boating industry is poised for major wins. The general tone about 2016 and going into 2017 is one of optimism and expectations for slow, steady growth to continue. According to data from Statistical Surveys, Inc. through September 2016, year-over-year sales hovered around 5 to 6 percent growth. At ...

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Full speed ahead

Continued strong sales growth fueled by innovative designs and unmatched versatility suggest a sunny future for the pontoon segment While the recreational boating industry in North America has seen more than its share of highs and lows over the years, one constant has been the continued growth of the pontoon boat category. From humble beginnings where they were derided as ...

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2016 Editor’s Choice: Futrell Marine

Futrell Marine Nashville, Ark. One of the most important factors in the Top 100 is how dealers improve. No matter how good a company is, the best recognize that you can always get better. It’s a trait apparent throughout the best dealers on the list, and one that Futrell exemplified in 2015. Most notably, Futrell moved into the burgeoning wake ...

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