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Sell more this summer with SEM

The online world can be a crowded place. With most businesses now on board with creating a strong online presence, many are realizing the impact that online advertising can make as well. One of the most popular and impactful ways your dealership can advertise online is through Search Engine Marketing (SEM), also called pay-per-click (PPC) advertising. Because this digital marketing ...

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USMCA: Let’s get it done

The past few weeks have been good for the boating industry related to Canada and Mexico. President Trump lifted the 232 tariffs on aluminum and steel and Canada lifted the retaliatory tariffs that were hurting our industry on both sides of the border. Now we are focused on the final step of putting the North American trade war behind us; ...

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Online reputation critical to dealer success

As a boat dealership owner or manager, you’ve likely given your business’ local reputation some thought. Maybe your dealership is known as the friendly neighborhood boat shop where people can relax and browse inventory with a cup of coffee in hand. Maybe you’re the trendy local dealership with the modern space and the latest technology. Or maybe you fall somewhere ...

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No wake zone: VHDPA makes no splash 20 years later

By Benjamin Patton The anniversary came – and went – unnoticed. It has now been 20 years since Congress enacted 17 U.S.C. § 1301, otherwise referred to as the Vessel Hull Design Protection Act (VHDPA). During that time, there have been a grand total of 538 registrations granted by the Copyright Office under the VHDPA. That’s an average of 27 registrations ...

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Creating content that converts

In the marketing world we always hear the phrase, “Content is King.” We see that ways of consuming content, from reading blogs to streaming video and through any channel in between, is more popular than ever. But what is it about content that draws so much attention? And how can we make sure that our content is performing at the ...

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Reading equals success

At Correct Craft and our companies, we have a reading culture that has significantly contributed to our success. We talk about the importance of being “learners” vs. “knowers” and reading plays a key role in our focus on continuous improvement; at pretty much any given time some group of our team is working through a book. Our team knows I ...

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Prioritize quality over quantity for best ROI

Email marketing has been around nearly as long as the Internet has existed, but the nature of this digital strategy has changed quite a bit since its inception. While it provides a great platform for reaching customers, it is no longer a wise choice to overload customers with emails. With time, customers have gotten more selective when it comes to ...

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Break into the customer journey with geofence targeting

As digital marketing continues to advance, it becomes more crucial than ever to cater to your prospects throughout the customer journey. But it can be hard enough to implement the right digital strategy to reach your target audience, let alone an individual prospect with his or her own unique actions and experiences. One way to break into the customer journey ...

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Open letter to President Trump

Dear President Trump, I cannot imagine how tough a job it is being President. Though I am sure you receive lots of advice, I would like to share a few thoughts on topics I hope you will consider as you enter your third year in office: Trade War – As previous Co-Chair of the Manufacturing Council’s Trade and Tax Policy ...

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A call to back Florida’s boating business, protect environment

From the Florida Panhandle to the Keys, Floridians and tourists alike flock to our pristine waters year-round to enjoy some of the best boating experiences the United States has to offer. While many know Florida is the ideal destination for a day on the water, what’s less well known is the significant impact recreational boating has on the state's economy. According ...

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