DURHAM, N.C. – Triumph Boats, a Durham, N.C. boat company owned by Genmar Industries, sold more than 1,200 boats during the fiscal year that ended in June – an increase of 23 percent – and expects sales to grow this year too, according to a recent article in the Kitsap SUN.
The newspaper reports that despite a sluggish small boat market, the company is on track to grow its sales during its current fiscal year by 15 to 20 percent. That’s pretty impressive considering an NMMA estimate that sales could be down as much as 5 percent in 2006.
Triumph President Doug Anderson attributes the increases – following several years of flat or declining sales – to a campaign launched by ad agency The Republik, according to the newspaper. The print campaign, which focuses on the brand’s toughness, was launched last year, and a similar online video campaign has been unveiled this year on the company’s new Web site, toughboats.com. (For more information on the campaigns, see BI news story Genmar tries new ad campaign.)
Other steps the company has taken to improve sales are reducing its number of models with a focus on the saltwater market and refining the fit and finish of its boats, the newspaper added.
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