KENTON SMITH from Page 48
niques that keep the parents (the ultimate buyers) glued to the booth or
coming into showrooms. He uses
everything from game show contests
to Guitar Hero performances to movie
showings — including premiering the
latest wakeboarding flick on a giant
screen, with families comfortably
lounging in boats. Maybe now is the
time to invest in new thinking for
your show presence.
Special events give customers and
prospects a reason to regularly come
in to the dealership. It might be an
open house with new product introductions, seminars with experts or
even a weekly study group for owners
who want to get their captain’s license
(such as Pace hosted).
It doesn’t have to be a major production. Why not mix it up? Rendezvous, cruise clubs and tournaments are proven successes. Pace, for
one, finds ways to reduce the cost of
these events by co-promoting with
other businesses. Take advantage of
whatever co-op funding is available
through marine partners, while also
seeking outside cross-promotional
opportunities.
Finally, the panel unanimously
agreed that a developing trend is the
move to Web-based marketing.
Chalmers says traffic at the BoatTrad-er Web site was up 22 percent last
year, and the number of boat searches increased 73 percent from the previous year. What does this suggest?
We might not have a lot of folks laying out the hard cash for boats, but
apparently a lot are online doing
their research.
I loved Russo’s statement that the
Web site is “the new front door of our
business.” It is, indeed, the first impression for many, and we need to
make sure we are maximizing that opportunity.
Both Chalmers and Channel Blade’s
McCann agreed Web sites have to be
a priority. Content should be updated and refreshed regularly. Navigation should be easy. Some suggestions included promoting a sales
message on the home page that rotates out, hosting a dedicated “
specials” area and incorporating a “
re-quest-a-quote” mechanism — none a
costly proposition. Unfortunately,
both Web experts reported that the
leads follow-up is dismal on the sites
they track.
Let’s quit bemoaning the lackluster
sales activity and focus on just one or
two of these proven, low-cost marketing strategies so we can help jump-start
to spring and get our engines revving
up again. n
MARINE CORROSION
CONTROL
ELSTON from Page 49
shifting your business model and how
you approach customer needs you may
have overlooked in the past.
The smaller deals you blew off before may now be worth grabbing.
Where can you afford to trim margins and still earn a reasonable profit? Are you too heavily dependent on
one customer segment? Diversify. Aggressively maintain essential supplier
and business relationships that keep
revenue flowing as you ride out the
tight market. Query supplier and
business partner plans, too. In short,
dump your complacency and pump
up your marketing and relationship
management. Talk to your current
customers and actively seek new
ones; find out what all of them want
today and next year.
Grow your business: Our third priority is growing the business. You
might ask: How can I do that when
sales opportunities are shrinking?
That’s exactly the point. While others may be crying in their beer about
the poor economy, you’re the manager making the most of it by looking
ahead now.
Growth goals should include refreshing your marketing efforts, taking advantage of all skills and contacts your employees have and collaboratively building your ideas and
actions to position yourself for business gains. Also, think about markets
you may have previously ignored
that show growth potential. Do this
now, and when dollars start to
loosen, your company will be front
and center.
Check out demographics for new, innovative products and determine
where pent-up demand is waiting for
the economy to improve. Evaluate
these products now for potential inclusion in your list of offerings. Don’t
wait. Think about what makes your
customers want to buy, and adjust your
product line with suppliers who are
doing exactly what you are — looking
and managing ahead.
Whether you’re hosting a dinner
party and shifting gears as the weather
changes or driving a car and shifting
gears to navigate snowy streets, changing conditions require a resilient and
flexible approach to how you manage
your business.
As you set or revisit your goals, make
sure all your decisions contribute to reducing costs, making money and growing your business, and you’ll be punching in a program for future success.
Put muscle into your goals as well.
This means you should write them
down to strengthen commitment.
Quantify your timing and the results
you are shooting for and measure your
results on prescribed dates. When
goals are achieved, celebrate and keep
pursuing newly updated goals.
Shifting gears and goals doesn’t have
to be difficult, but it does have to be
done. Make sure it’s you and not the
other guy who makes smart goal shifts
now. Those who shift will be those
who win. n
Screw held
in by washer.
Copper Contact
for permanent
ground.
Stainless Nut cast in.
Our rudder buttons have
a brass bushing for
permanent ground.
Shaft Collars
Available
In Metric Sizes
Also
All our shaft
collars have a
copper contact
in them.
MADE IN THE USA
Brass bushing
for permanent
ground.
For more information on
the Camp line of Zinc
Anodes, please contact
your local distributor or
write us.
MIL-SPEC
CAMP COMPANY
St. Petersburg, Florida 33708
Manufacturers of a complete line of zinc anodes.
Sustaining member of the National Assn. of Corrosion Engineers
www.campcompany.com
