by natalie on January 28, 2009
I believe it’s pretty widely believed that you can’t be everything to everyone, unless you’re Google, and those that try seem to end up with branding confusion, struggle with identifying a target audience, and could easily sacrifice quality customer service because of having too broad a product range and not enough subject matter experts on hand. I also believe that there are enough consumers out there to satisfy the bottom line but it’s a matter of identifying what product you have that best meets consumer needs.
Nordic Tugs recently reintroduced their venerable 26-foot trawler that sold 33 hulls in 10 days when it was first introduced at the Lake Union Boats Afloat Show in 1980. The little tug was an instant hit and since then the builder has gone with the ebb and flow of the market building bigger boats to meet client demands. But when consumer needs changed again, drifting toward smaller boats that are more economical to purchase and operate, Nordic Tugs had the perfect reason to bring back a model that had hit the bull’s eye once before. Perhaps reintroducing what had once been the bread and butter of their company will give them [click to continue…]
by natalie on January 26, 2009
When it comes to trade shows, there is an adage that seems to resonate across all industries, and that is some variation of “if you’re not there it’s assumed you’re out of business.” Trade shows exist across all industries and on every level from mom and pop productions to multi-million dollar events and from small, regional get-togethers to international “who’s who” extravaganzas. Regardless of where, how, or why you attend, I believe trade shows are tradition when it comes to marketing and brand exposure.
However, in today’s economy and with today’s selective and educated consumer, trade shows must blend elements of modernity into their traditional shows. I believe the consumer has high expectations of what their admission ticket will get them at a boat show and if the show does not deliver, then it’s up to the exhibitor to do so. In my mind, for product manufacturers and boatbuilders it’s tradition to exhibit at a boat show, for the consumer and media, it’s tradition simply to attend. When it comes to boat show traditions, I’m sure everyone has things that stick out in their mind as to what constitutes their “boat show tradition.” Perhaps it’s agonizing over what booth graphics to bring, what time to hold the cocktail reception on Thursday, which color company polo to wear, or how to best balance time at the show between your own booth and mingling with the rest of the industry. Depending on the show, there are also the traditions of where you park, where you eat, how you navigate the show, even the conversations you have could be considered “tradition” simply because they don’t change much from year to year.
With a handful of boat shows already complete, a couple under way, and several more on the immediate horizon, it will be interesting to see what works at this year’s shows. [click to continue…]
by natalie on January 20, 2009
I don’t pretend to believe that we are not in an economic recession, or that the marine industry is suffering greatly because of that recession. The trade news makes it clear on a daily basis just how bad it is—employee cutbacks, layoffs, factories closing down, boat shows canceling—and to a certain extent I’m grateful for their presentation of the cold hard facts. Someone has to do it. I also appreciate that they do pepper the daily doom and gloom with some more encouraging news like companies hiring marketing firms, new products being patented, industry awards taking place; this is news that helps breath a little bit of life into the marine industry.
With boat shows under way and many more on the horizon, I am really looking for the positive. As a member of the industry, as a boating enthusiast, and as a consumer I hope to learn how companies are planning to move forward. It makes perfect sense to perhaps hold off on building new molds while financing is tight or refrain from introducing a new line of product when shelves still have last year’s product on them. But, right now seems like an obvious time to nurture customer loyalty and build on existing marketing strategies. Visibility right now is key; make your product sticky to the consumer now so that when cash and financing are flowing again you will be at the forefront of the consumer’s purchasing decisions. I can think of lots of ways that companies can introduce new, cost-effective marketing techniques that can help boost their brand in creative ways.
If I were a boatbuilder or product manufacturer, I would: [click to continue…]
by natalie on January 17, 2009
I am relatively new to Twitter; it took me quite a while to really join and I’m just now figuring out how to be active and understand what all it has to offer in the way of networking and sharing of information. There are plenty of articles out there to educate someone on Twitter: how to use it, what to post, what not to post, how to search, how to communicate, how to find people—and, when these articles are combined with your own trial and error and small investment of time, Twitter becomes a successful marketing and social networking tool. I get this. While I have plenty of work to do to make Twitter really work for me, I definitely understand what it’s capable of.
At first I thought Twitter was just an IM resource or a place that social media and social networking professionals and junkies hang out. But as I started to search for things that interest me I happily found out how wrong I was. [click to continue…]
by natalie on January 6, 2009
The marine industry, myself included, has been eagerly awaiting 2009 to see what exactly the new year will bring to our industry. The end of 2008 saw many companies not just cutting back (in personnel, production, advertising, boat shows, etc), but shutting their doors all together; others have been in limbo, just waiting. In all the economic cycles the marine industry has seen, the common view is that when the economy is down it is a cleansing for the industry. Only the strong will survive.
There are very recognizable names like Grand Banks, Kadey-Krogen Yachts, Ocean Alexander, J/Boats, Melges, Hunter, that have remained steadfast through the ups and downs of the economy, the generational changes in the boating community, and the demands of new technology. However, I predict that as we come out of this slump and as we enter a new year, we will find ourselves being introduced to new companies who have been developing under the radar and I’m excited to find out who, and what, they are.
I also think that the folks who are holding steady and keeping their heads above water are using their time wisely. They are researching new marketing avenues, getting in touch with their existing client base, evaluating what has worked and what hasn’t worked for their products, forming strategic partnerships, and putting company development plans in place.
As 2009 unfolds and the U.S. boating market comes back to life, I believe more and more companies will [click to continue…]
by admin on November 20, 2008
Sarasota, FL—It’s not often that one event can bring together sailboats, powerboats, and the opportunity to give back to the community. In the case of the 8th Annual Invitational Regatta that was hosted by the Sarasota Yacht Club Nov. 6-8, there was a special joining of forces among the more than 60 boats that participated in the 12-mile Gulf race; Kadey-Krogen Yachts, the title sponsor; and the very deserving beneficiary of the Regatta’s proceeds, The Wellness Community of Southwest Florida.
Kadey-Krogen first became involved with recognizing the efforts of The Wellness Community (TWC) in January of this year when Charlie Ann Syprett, an active Krogen owner, member of the Sarasota Yacht Club, and board member of TWC, began “Kruisin’ for a Kause.” Kruisin’ for a Kause is an opportunity for Krogen and other trawler owners to take Wellness Community-approved cancer patients out on the water for a day of relaxation and escape from the [click to continue…]
by admin on October 23, 2008
Mobile, AL—Real Ships, the premier custom yacht builder of high-end steel cruising vessels, announces the debut of their 77 Expedition built in Bayou La Batre, Alabama. This first vessel produced by Joe Johnson’s Real Ships boatyard is a testament to the inspiration and craftsmanship of her builders and designers, made in America to rival the finest European competitors.
The first opportunity to board this luxury vessel will be at the Ft. Lauderdale International Boat Show, October 30-November 3. Real Ships invites you to tour Aventura and see the superb design and ingenuity with which she was built.
On each level and in each accommodation area you will notice the unsurpassed attention to detail that is the hallmark of Johnson’s team. The interior layout, styling, and accessories are the combined efforts of Innovative Interiors and Aventura’s new owners. Real Ships’ skill in building with steel, crafting exquisite wood finishes and imaginative details, and integrating creative solutions for [click to continue…]
by admin on October 22, 2008
Annapolis, MD — Selene Annapolis and Selene Florida are pleased to invite you to the East Coast debut of the Selene 62, Oct. 30-Nov. 3 at the Ft. Lauderdale International Boat Show, slip B240.
Jet-Tern Marine, the parent company of Selene is headed by Howard Chen, a renowned naval architect, who with his design team offers Selene trawlers from 36 to 75 feet.
The interior of the 62 was designed by the internationally recognized designer Ken Freivokh, who specified quality teak, cherry, and fine granites for flooring, cabinetry, countertops, and interior details which are all complimented by beautiful fabrics. With Selene’s semi-custom trawlers, owners have some choices to [click to continue…]
by admin on October 22, 2008
Chantilly, VA—ESI Total Fuel Management introduced and has been producing complete fuel polishing and transfer systems for the marine and critical power industries since 1995 and continues to be a leader in this field. They are pleased to be introducing their newest marine system, the Fuel Management System 2000, at the Ft. Lauderdale International Boat Show, Oct. 30-Nov. 3. Come aboard the Real Ships 77, slip F-614, to see the unit and its components installed and talk with ESI representatives about this innovative system for any on board fuel application.
The new system was specified by Joe Johnson, owner of Real Ships, because it not only fits the design and operation objectives of his new 77 expedition yacht, but it also offers a complete fuel management system. The comprehensive and meticulously engineered unit offers fuel transferring between tanks, fuel polishing with a flow rate of 600 gallons per hour, and innovative monitoring technology all in one system. The monitoring and control functionality of the Fuel Management System 2000 is all micro-processor driven, self-monitoring, and offers owners a fail-safe operation because of its multiple levels of redundancy and built-in self-monitoring technology. For example, an owner will never overfill tanks again because [click to continue…]
