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March 2016

Planning your exit strategy


In our industry, it is easy to focus on the here and now: What do we need to do to have a successful season? How do we increase profits today? What products will drive more sales? However, it is to the detriment of our future if we cannot look further than beyond what is directly in front of us. This ...

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New player, technology aim at reinvigorating sterndrive segment

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From the two largest players taking very different approaches to developing new engines to a new manufacturer emerging in the market, the once predictable sterndrive engine segment has suddenly gotten a lot more interesting. In the last two years alone, Mercury has launched its purpose-built sterndrive, while Volvo Penta has introduced its Forward Drive, as well as its next generation ...

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How to build a top-notch sales operation


Today’s customer is a complicated individual. They are more skeptical and less impulsive, and they do more online research before purchasing than ever before. They are interested, but their lives are so busy that they can’t stay focused. They have more money than during the recession, but they aren’t sure if they want to spend it just yet. How do ...

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Good results for public boating companies to close out 2015


The final quarter of 2015 proved to be a good one for the publicly traded companies in the industry, with Brunswick, MarineMax, Malibu, Marine Products and MasterCraft all showing growth. Several of the companies reported challenges in Canada and overseas, but that was offset by strong numbers for the U.S. market. Brunswick reports 7 percent sales increase for 2015 Brunswick ...

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Social proof through traditional media


The Boating Industry Top 100 dealers represent some of the best boat dealers in North America. In the Top 100 Spotlight, we share some of their best practices. It furthers the mission of the Top 100 program: to not only recognize the best dealers, but to share their knowledge and experience with the entire industry.  While the importance of digital marketing ...

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A crack in the ethanol armor?


Editor's note: An earlier version of this print column appeared as a blog on BoatingIndustry.com. The Renewable Fuel Standard (and the increased use of ethanol it requires) has long been a concern for the boating industry. Study after study by the industry has shown the damage E15 can cause to marine engines and other small engines. And recent decisions by ...

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Survey: Digital marketing leading the way

The boating industry is embracing digital marketing to an even larger extent than in past years, with mobile advertising, social media and the Web grabbing a larger share of the marketing dollars in 2015. Still, traditional methods like boat shows and print advertising aren’t being abandoned in the quest for the elusive boat buyer, according to the latest Boating Industry ...

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Miami boat show highlights


There was plenty of news, new products and a new location at this year’s Miami International Boat Show. Some long lines aside, the 2016 show seems to have had a successful move to its new location at Miami Marine Stadium Park & Basin. Final attendance numbers were not available as this issue went to press, but show organizers estimate more ...

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Integration driving marine audio forward


Improved design, quality key factors in success The days of slapping an add-on stereo into a boat and calling it a day are past. Instead, buyers these days are looking for the seamless integration and sophisticated design they’ve come to expect from other industries. “Everyone wants the integrated look, not something that looks like an afterthought,” said Tyson Kochan, chief ...

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