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Features

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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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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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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Economic Snapshot: Consumer confidence remains at 15-year high

After declining in January, the Consumer Confidence Index rose in February and remains at its highest level since mid-2001. Consumer confidence Consumer confidence increased to 114.8 in February, up from 111.6 in January. The Present Situation Index rose from 130.0 to 133.4 and the Expectations Index increased from 99.3 to 102.4. “Consumer confidence increased in February and remains at a ...

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12 steps to being your company’s most valued employee

If a company wants its brand to stand out from the competition, differentiating it from its competitors is the place to start. Subaru has done this more successfully than most. Its customers give new meaning to brand loyalty. Many are passionate are downright fanatical in their allegiance. According to Forbes, the Subaru brand has the most loyal customers in the ...

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Awards, new products highlight busy 2017 Miami show

Attendance has been up for most boat shows this year as the season has gotten off to a strong start. While final numbers haven't been released for the 2017 edition of the Miami International Boat Show yet, attendance was up through the early going, and the docks and tents were crowded throughout the show. Look for more coverage of the ...

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Q & A with Navico CEO Leif Ottosson

Boating Industry sits down with Navico CEO Leif Ottosson to learn why the future of marine electronics lies in present-day automobiles. 2016 was a busy year for Navico, the parent company to the Lowrance, Simrad, B&G and GoFree marine electronics brands. Its saltwater fishing-oriented Simrad brand posted a 37 percent revenue growth in America last year, on top of 29 ...

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