2011%20Best%20Ideas%20Panel%20Mike%20Davin,%20Boating%20Industry%20Senior%20Editor - PowerPoint PPT Presentation

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2011%20Best%20Ideas%20Panel%20Mike%20Davin,%20Boating%20Industry%20Senior%20Editor

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Title: 2011%20Best%20Ideas%20Panel%20Mike%20Davin,%20Boating%20Industry%20Senior%20Editor


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2011 Best Ideas PanelMike Davin, Boating
Industry Senior Editor
3
Art Olson, Owner Farm Island Repair
Marine Aitkin, MN
4
Our Idea Create and Manufacture our Own Dock
Line
2011 Best Ideas
5
  • Why?
  • Economy went downhill and we were looking for
    profitable ways to weather the storm.
  • Boat dealers and dock mfg were closing down which
    gave us opportunity.
  • Did not want to layoff employees who are like
    family.
  • Wanted to create work during our slow winter
    months.
  • We only carried a high end dock line, customers
    who didnt want the best would buy elsewhere.
  • Owner Art has manufacturing background.

2011 Best Ideas
6
  • When?
  • 2008, we created wood sectional docks.
  • 2009, researched existing dock manufacturers.
  • We then came out with our Classic Dock line with
    unique advantages, and removable decking.

2011 Best Ideas
7
  • How?
  • Our mechanics were instrumental in design, which
    brought them on board with the idea.
  • Ordered welding equipment, aluminum and
    components.
  • Trained our existing employees
  • Created sections in 8, 12, 16 and 24 lengths.

2011 Best Ideas
8
  • Sales and Marketing?
  • Created name and logo.
  • Lead Story on our Brochure.
  • Created sell sheet with pricing.
  • We already have existing customer base.
  • Fall Promotion using Banners for our message.

2011 Best Ideas
9
  • Results!!!
  • High profit margins, no dealers - we sell
    direct.
  • Great sales, built and sold over 200 docks
  • Increased dock sales by 100, 2011 vs. 2010.
  • No layoffs for full time employees less
    unemployment expense.
  • Mechanics enjoy something different, change of
    pace.

2011 Best Ideas
10
Rob Soucy, President Port Harbor Marine South
Portland, ME
2011 Best Ideas
11
Best Idea Used Boat Show
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Used Boat Show - Concept
  • Show is held in late September ahead of
    winterization and storage season.
  • Created over 15 years ago to replace a new boat
    show held at our facility.
  • Shows consists of PHM owned used and new boats.
  • Open to brokerage customers as well who
  • current 6 month listing agreement
  • reasonably price their boat for sale
  • have their boat in show condition
  • willing to man their boat during the show
  • Free admission and Free parking
  • Nautical Flea Market used outboards, leftover
    or obsolete marine store inventory, etc.

13
Used Boat Show - Benefits
  • Show has averaged double digit unit sales for
    over 15 years.
  • Single most profitable promotion we run all year.
  • Widest variety and offering of boats at any one
    time and in any one place.
  • Owners onsite to answer questions and hear
    feedback regarding their boat.
  • Pre show urgency the advertising and promotion
    leading up to the show creates a lot urgency for
    anyone looking at a boat show boat.
  • Easy to market used boats can be advertised
    anywhere.

14
Used Boat Show Benefits continued
  • The show generates several new brokerage
    listings. This past fall we took on over 30 new
    listings as a result of the show.
  • The show also creates new storage and
    winterization customers if a boat does not sell.

15
In the Water Pre-owned Boat Show By ATLANTIC
YACHT BROKERAGE PORT HARBOR
MARINE Where Spring Point Marina- 1 Spring
Point Drive, South Portland. (207) 767-3254
or (800) 262-8652 Fax (207) 767-5940 When
Saturday Sept. 23rd 1000 500pm
Sunday Sept. 24th 1000 400pm Our
Commitment Our commitment is to provide the best
atmosphere to help sell your boat! We have
committed to a huge advertising campaign using
the following sources in order to create the
ultimate selling frenzy! TV Stations Radio
Stations WGME TV CH. 13 WMGX 93.1 FM WMTW TV
CH. 8 WHOM 94.9 FM WABI TV CH. 5 -
BANGOR WCLZ 98.9 FM WLBZ TV CH. 2
BANGOR WJAB 95.5 FM TIME WARNERS CABLE
NETWORK We will also run several ads in the
Portland Press Herald, Maine Sunday Telegram,
Lewiston Sun Journal, Bangor Daily News, Uncle
Henrys, as well a s on our company website
www.portharbormarine.com. We will have 10
professional sales people working at the show who
will be dedicated to selling your boat! With our
in house financing closing services, our on
call captain orientations and experienced sales
staff it is our goal to sell your boat! We will
provide you with personalized color hand-outs
that contain individual specs pictures of your
boat as well as an enlarged poster size version
to keep on your boat during the show. FREE
ADMISSION FREE PARKING
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In the Water Pre-owned Boat Show By ATLANTIC
YACHT BROKERAGE PORT HARBOR MARINE
YOUR COMMITMENT Your commitment is greatly
appreciated and will help us sell your boat!
These are a few things you need to do to prepare
your boat for the show. Your boat needs to be
here no later then Wednesday Sept 20th. This
deadline will give us enough time to properly
display your boat. (Boats arriving after Sept
20tht, will not be eligible for this years
show) You will need the boat trailer
registrations along with keys, all cushions,
canvas and everything that you are including
with the sale of your boat! The boat also needs
to be cleaned and ready to be shown to a
potential buyer. The boat needs to be ready to
sea trial. The slip your boat is in may or may
not have a shore power connection. You or a
representative will be required to stay aboard
your boat during show hours to help answer any
questions as well as to regulate traffic on and
off your boat. You will be required to sign a 6
month exclusive agreement. Atlantic Yacht
Brokerages commission is 10 of the selling
price (minimum of 1,000) Your boat will be
required to stay here for 2 weeks after the show.
You will be responsible to arrange for
winterization storage after October 9th. Please
make sure you have adequate lines and fenders to
secure your boat! PORT HARBOR MARINE IS NOT
RESPONSIBLE FOR BOATS THAT ARE DAMAGED DURING
THE SHOW or after due to uncontrollable
conditions including weather. No personal For
Sale signs or exchanging of phone numbers with
ANY potential buyers. The second page of this
packet is an In the Water Boat Show listing
agreement. After agreeing to the above terms,
sign below and best of luck at the
show! X___________________________________________
__ _____________________ OWNERS
SIGNATURE
DATE X___________________________________________
__ ____________________ OWNERS NAME
(PLEASE PRINT) DATE ______________________
__________________________________________________
_________________________________ ADDRESS
________________________________________________
__________________________________________
______
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George, Sell or upgrade your 2006
Crestliner! Call John Daggett today to reserve
your space at the event. (207) 400-3941
AUTO5-DIGIT 04062 George Jones 4 116
Sabbady Point Rd Windham, ME 04062-5509 TDTATAAFAD
TFFTTADDATFDATADATFAAAFFDTTADDFFTFDTTDDFTTTTAFATAD
AFADD PRSRT STD U.S. POSTAGE PAID PERMIT
99 PORTLAND, ME
19
Joe Lewis, Owner Mount Dora Boating Center Mount
Dora, FL
2011 Best Ideas
20
Mount Dora Boating CenterAssurance Program
  • New opportunity
  • and
  • Diversification

21
New Boat Sales Declines
  • 20 in 2008
  • 25 to 30 in 2009
  • 13 to 15 in 2010
  • Over all boat sales (new and pre owned) show a
    16 decline in this same period.

22
Bigger Market
  • A market study in 2004 showed that less than 1/3
    of overall boat sales transacted through a
    dealer.
  • 2 out of every 3 boats sold in 2004 were sold
    person to person or curb to curb .
  • We are missing a large part of the market.
  • How do we participate?

23
Overall boat sales for 2004
24
Assurance Program
  • Its selling our expertise.

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Eric Splatt, Sales Manager Woodard
Marine Hydeville, VT
2011 Best Ideas
29
  • Tag You are It

30
TAGS, What are They?
  • A tag is an image file that look like this
  • It is linked to videos, advertisements, pictures,
    or text messages
  • When you scan the tag with a smartphone or tablet
    it reads the custom tag and displays the image
    linked to it on your device
  • In 2010 we noticed our manufacturers using tags
    in their catalogs and on packaging

31
Integration within your dealership
  • Woodard marine took this tag concept to the next
    step
  • We decided to make our own personalized tags for
    our Sales, Service, and Boat Rental department
    (coming 2012)
  • In each Department we use the tags differently

32
Sales Department Tags
  • In the sales department, We took each of our walk
    through videos on our new and used boats and
    loaded them onto YouTube
  • We then linked the YouTube file to our custom tag
    maker, which made a tag image for that boat
  • We saved tag image to our files and inserted the
    tag on our sales flyers for each boat, printed a
    large tag for the boat itself, and integrated in
    into print advertisements

33
Examples of Sale Department Tags
  • Tag Printed on a 8 x 10 sheet, laminated and
    Displayed on the Boat itself
  • customers could walk up to the boat in boat shows
    or the showroom and have their own personalized
    sales person
  • Sales Flyer for Pre-Owned Boat

34
Service Department Tags
  • In our service department, we utilize the tags in
    a completely different manner
  • On all service jobs that over 1000, we video
    taped a small clip of the technician or service
    manager (about 10-30 seconds)
  • This technician clip is a quick video of the tech
    telling the customer what Woodard Marine
    completed on the boat, service suggestions, and
    maintenance tips for their boat and engine.

35
Service Department Tags
  • We then uploaded the video onto YouTube and
    linked it to make a custom tag for the customers
    Repair Order
  • We inserted this custom tag on the customers
    repair order and emailed it to them when they
    picked up their boat
  • The customer could then scan the tag and see
    their technician giving them special notes and
    tips on their boat
  • Great CSI Tool!!!!

36
Example of Service Department Tags
  • Example of a Woodard Marine Repair Order Summary
    Page
  • When you scan the tag it looks like this

37
8 Easy Steps To Creating Your FREE Tags
  • Make a video an upload onto youtube, or use a
    video that is already made on youtube like
    boattest.com or link to any website graphic ,
    video, or website
  • Go to www.Tag.Miscroft.com
  • Create your FREE account
  • Go to create a tag, copy the youtube video URL
    (http//....) and paste it into the tag creater
  • Select save and wait a few seconds to the tag
    maker to create your custom tag
  • Render your tag image and save it on your
    computer as a pdf or jpeg image file
  • Insert the tag image into your sales flyers,
    boats, accessories, repair orders, fuel dock it
    is endless
  • Download a tag reader app on your phone or tablet
    to view your tags (microsoft tag reader, redlaser
    app)

38
Tag You are It
  • Sales Department
  • We noticed that customers would spend more time
    in our boat show booths if they are occupied
    while waiting to speak to a sales person. This
    is great when traffic is high and you are waiting
    for a sales person. We would show the customer
    how to use the tag reader on their phone and it
    is a free sales tool
  • Service Department
  • Face it, all customers love to talk with the
    tech. This gave our customers a more
    personalized touch in our service department
    without having the technician spend quality time
    speaking with the public, and they were billing
    more work on more jobs.
  • Reporting
  • Miscrosoft tags will keep your tags on file
    forever and also give you FREE custom reporting
    of your views of each tag you have created and
    also the IP address for your demographics
  • AND IT IS ALL FREE!!!!!!

39
Questions?
40
Please Vote!The winner will be announced at
tomorrows lunch.
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