Author Archives: Kelsey Larson

Survey: Digital marketing tops the chart

Digital, events most useful marketing methods Digital marketing continues to be the go-to tactic for most companies in the boating industry. For the fourth year in a row, we surveyed the readers of our print and digital products about how they market their businesses. We surveyed dealers, service providers, manufacturers and others in January about how they marketed in 2016 ...

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Using data to improve your sales and marketing

Ask many small business owners in the marine industry how they study trends in their market and you’ll hear a similar answer. Whether it be dealers, manufacturers, marinas or others that touch the water, all too often the answer is some variation on “We talk to our customers” or “We’re on the lake every weekend.” While certainly important, anecdotal evidence ...

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At the helm: Make way for the connected spender

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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Utilizing service department metrics for maximum profit

If you don’t see your service department as a profit center, it may be time to revisit the numbers. For many dealers, a service department provides a vital source of income during economic downturns – particularly this last one – by selling repowers, routine maintenance and more for existing customers who aren’t ready to upgrade their old boat just yet. ...

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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

boot Dusseldorf cancelled due to COVID

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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