Measure, measure, measure

Legendary Marine (Ranked 52 in 2006) uses more than 75 toll-free numbers to track – and alter as needed – the efficiency and success of its marketing and advertising mediums.

Surfside 3 (Ranked 3 in 2005 and since purchased by MarineMax Inc.) is another one of the few Top 100 dealerships that uses a formal system to track its return on marketing and advertising investments. Not only does it use toll-free tracking numbers in its ads, the dealership also reviews the type of boats sold and compares the profits on each boat with its event costs to determine ROI.

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