Features

Ten of the best dealer events

It could be argued that boat dealers are at a disadvantage when it comes to events. The products they sell are synonymous with fun and entertainment, so how does a dealership come up with an activity that could be any better or more memorable than simply getting out on the water with family and friends on a beautiful day? Doing ...

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Taking sponsorship to another level

A few years ago, Port Harbor Marine President Rob Soucy was on the phone with Sea Ray, discussing the Brunswick brand’s success with event sponsorship. In the spirit of partnership, the boat builder sent Port Harbor a PowerPoint presentation containing the details of its sponsorship program. The PowerPoint has proven to be extremely useful for the dealership, which has customized ...

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The formula for a successful event

Event marketing should be a key aspect in a dealership promotional plan and for many dealers, the key effort that positions their brand directly in the face of the target consumer. WaterTop Unlimited has been involved with a wide range of marine event projects over the past 20 years, all with varying objectives but ultimately to spread a specific brand ...

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Event Marketing: A three-step system for success

(Editor’s Note: This is the unabridged version of an article that ran in the June 2010 issue of Boating Industry. That story, which had to be shortened to fit the space available, appeared on p. 27.) In the marine industry, the most common form of event marketing is boat shows, but “events” go much further than that. Event marketing includes, ...

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First-hand reports from dealers across North America

In late April, Boating Industry interviewed 12 leading boat retailers about their local market conditions, their business performance and their expectations for the year ahead. In the June magazine issue, we published an article titled, “Is this a recovery?” which shared insight from 10 of these dealers into market conditions, sales and profitability. Here is the rest of their insight, ...

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New relationships for a new boating market

In the movies, characters who travel into the future are often shocked by the amount of change that has occurred in a mere 20 or 30 years. But in reality, the boating industry has experienced drastic change in a much shorter time frame. If a boating executive from two or three years ago were transported into the current marketplace, they ...

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Questions to ask before partnering with a boat builder

1. Is the boat builder a service-oriented company? Are they paying warranty without major upheaval when it comes time to resolve a customer issue? 2. Are they financially sound? 3. Do they require dealers to work within the confines of a stated territory? We want a manufacturer that understands the value of protected territories when it comes to overall customer ...

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Dealer Directory goes digital

What has resulted from the effort behind Boating Industry’s 2010 Dealer Directory is the most comprehensive database of marine dealers ever created, at a time when, let’s face it, it is needed the most. In fact, the digital database behind the physical pages of this year’s directory is much larger and much more detailed than what you’ll see in print. ...

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Builders provide advice for the season ahead

What will 2010 bring for boat dealers and how can they succeed in today's environment? Everyone has an opinion and Boating Industry wanted to learn what boat builders’ believe. We contacted a cross-section of manufacturers and asked them to share their insights. Here are the responses we received. What advice do you have for dealers as they approach the coming ...

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Extending your reach

The traditional approach to advertising a job opening is to purchase a classified ad in a local newspaper. And that was Don Mackenzie’s first instinct when he was looking to replace a departing salesperson earlier this year. But after doing some research, the Boats Inc. general manager became concerned that not only was he paying top dollar at a cost ...

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