Rethink your marine marketing with a focus on getting butts onto and into boats The end result of nearly every advertising, marketing, or sales promotion effort, using digital or legacy-based media is to “sell something.” Retailers need to get bodies to fill clothing lines, fill their bellies, or cover their feet with socks, shoes, and...
Charting a Course to Success and Profitability within the Marine Industry In my opinion, marine marketers can enhance their success rate by integrating into their efforts lessons learned from sailing/boating, training and experience. Sailing and marketing are both processes based on a myriad of defined, repetitive, and creative decisions and, in part, utilize the same...
Part Two of a two part series on micro-moments in the marine industry Ignoring the new trends as many legacy (marine) businesses/manufacturers often do, you will loss the battle to win the new – younger – future buyer to support your brand. More importantly, you will lose the long-term battle to gain trust, respect and relevance...
Part One of a two part series on micro-moments in the marine industry The correct question to ask would be “are segments of marine industry ready for micro-moment buying”? As a few marine professionals pointed out via my original posting on the Marine Marketing Tools LinkedIn group, few if any large monetary purchases (like boats)...
How to use personalization in marine marketing to communicate relevant messages with measurable results A version of this article originally appeared on MarketingTech News Segmentation marketing as well as personalization marketing are indicated as two trends of major importance in 2015. Within the marine industry the more relevant your marketing message can be, the more focused you can...
Profit from what you have learned: Knowing your numbers means to understand the potential for success of your marketing program (Article 4 in 4 part series) Over the past three installments of this profitable marine marketing series of articles, I provided an overview of marketing communications and the formula that has, for me, been a...
Know the value of media – positive or negative – for your integrated marketing efforts (Article 3 in 4 part series) In the past installments of this marine marketing article series we discussed knowing your market and your customer. To know both is, in a way, to love both. To show that love in your marketing...
Using a hierarchy of needs to discover what you need to know to effectively reach your target market (Article 2 in 4 part series) The key to the marine marketing checklist is to use Part One (the “4 knows”) and Part Two (the “4 what’s”) strategically and in unison. This article will explain the first of the...
Begin every marine marketing effort analyzing the 4 Know’s as an integral part of your marketing checklist (Article 1 in 4 part series) In this new 4 part series “The Guide to Profitable Marine Marketing” I plan to share some of my expertise in integrated marketing and hope to guide you through the process of developing a more profitable...