Market The Positive

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:

• Solicit testimonials from happy customers and include them on my website and in my email newsletter
• Create an email newsletter if I didn’t already have one and fill it with educational articles and positive stories about my clients in addition to some personal anecdotes about myself, my employees, and others in the company to establish a more personal relationship with my customers
• Open my office or factory for tours and invite the media and potential clients for a behind-the-scenes look at what my company does
• Set-up a Twitter account and provide daily updates, tidbits, and news items about my company and brand
• Begin a blog to share ideas, thoughts, and stories about my company and products; invite guest bloggers from my affiliate companies and publications that support my product
• Invest a little bit in multimedia like online photo galleries, video, and podcasts to bring my company to life online and get customers and website visitors excited about what we do
• Establish cross-promotion programs in print, online, and in-person advertising opportunities with other companies, publications, and boat shows that will increase the visibility of my company to my target audience

These are just a handful of ideas that any company can implement when business is slow. These are not rocket science ideas so I have to assume there are companies out there already putting these kinds of ideas in place, experimenting with social media, talking to their existing customers, and taking advantage of down time. I don’t believe that we can just wait for the economy to turn around; I think we have to proactively contribute to creating change. We have an opportunity to be innovative and work together to keep the marine industry steady, and though the negative reports are realistic, it is also our responsibility to produce positivity.