Counteract market slowdowns
MarineMax Inc. (Ranked 1 in 2005 and 2006) created two marketing programs in 2006 that successfully helped it counteract the market slowdown – a boat giveaway in the spring and an off-site boat sale in the summer – both of which piggybacked on Sea Ray national promotions. This wasn’t a departure from the MarineMax model. In fact, the company says it’s this model that made the promotions so successful.
“You’re going to get a great deal, but no short cuts,” says Glenn Sandridge, VP, marketing. “That’s the heart and soul of why MarineMax is so successful. We’re not selling boats. We’re selling boating.”
