Tips for marketing through tough times
February 27, 2009
Your business is operating in a time where things are uncertain, but that doesn’t mean that customers aren’t out there to be had. The key is doing the little things to bring in business, and that includes creative marketing. You might think that marketing in a recession is impossible because... Read more »
Go back to the basics
February 27, 2009
“The first 10 years were easy,” says Redline Watersports Owner Paul Vitucci half-jokingly. “It’s getting to the 11th that’s going to be tough.” That’s why he has asked his staff to refocus on the basics and implement what he calls “the Disney model of business.” Vitucci explains that... Read more »
Think pre-owned
February 27, 2009
Fischer Marine started as a pre-owned dealer in 1989, and 20 years later, it has gone back to its roots. Tom Fischer, the company’s president, says that while Fischer added new boats to its lineup seven years ago, the economy has caused him to re-focus on the company’s original mission. Until recently,... Read more »
Set aside your ego
February 27, 2009
When Nautical Enterprises looks ahead, the boat dealership and marina operator hopes for the best, but plans for the worst. CEO Michael Berk says the recently completed 2009 budget forecasts a likely scenario, a best-case scenario and a worst-case scenario. The company will try to build its overhead... Read more »
Return to your roots
February 27, 2009
Twenty years after starting out as a good-sized service company, South Shore Marine finds itself going back to the future. “We’re getting back to our roots a little bit more,” says Tom Mack, president and owner of the Huron, Ohio, dealership. “For the last several years, sales have contributed... Read more »
Diversify
February 27, 2009
Unified Marine faced the biggest challenge in its history in 2002. After successfully developing a niche market serving mass merchants, the marine accessories manufacturer was experiencing strong growth, primarily though a contract with Kmart. Then, Kmart declared Chapter 11 bankruptcy. “Eighty percent... Read more »
Support your customers
February 27, 2009
The folks at Gougeon Brothers Inc., makers of West Brand epoxy, not only know their products, they also know what their customers are working on. How? By gladly answering more than 10,000 queries annually about their products and epoxy in general. Questions come not only from do-it-yourself boat builders... Read more »
Know your brand
February 27, 2009
Identifying the right survival strategy is easier when you are clear-minded about your brand. Consider MasterCraft. The 40-year-old boat builder grew by 5 percent last model year when much of the rest of the industry was down. Although it has seen significant softening since then in nearly all geographic... Read more »
Compete on Customer Service
February 27, 2009
When George Wilcox started George’s Marine & Sports in 1969, he set a standard of customer service that guides his son Jeff, the current owner, to this day. “I can remember times when he left us on Christmas Day because someone had broken down on a snowmobile, and he went in to fix them or... Read more »
Develop a contingency plan
February 27, 2009
Dave Commander hasn’t been around for Russell Marine’s entire 50-year history, but in his six years with the dealership, this is the toughest time he’s faced. Commander, vice president of marketing for parent company Russell Lands, says what it takes to last a long time in business is pretty simple:... Read more »
