Transcript BestIdeas2011 - Boating Industry

2011 Best Ideas Panel
Mike Davin, Boating Industry Senior Editor
2011 Best Ideas
Art Olson, Owner
Farm Island Repair & Marine
Aitkin, MN
Our Idea
2011 Best Ideas
Create and
Manufacture our
Own Dock Line
2011 Best Ideas
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 didn’t
want the best would buy
elsewhere.
•Owner Art has manufacturing
background.
2011 Best Ideas
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
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
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
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
Rob Soucy, President
Port Harbor Marine
South Portland, ME
Best Idea: Used Boat Show
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.
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.
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.
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 10:00 – 5:00pm
Sunday Sept. 24th 10:00 – 4:00pm
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:
WGME TV CH. 13
WMTW TV CH. 8
WABI TV CH. 5 - BANGOR
WLBZ TV CH. 2 – BANGOR
TIME WARNERS CABLE NETWORK
Radio Stations:
WMGX 93.1 FM
WHOM 94.9 FM
WCLZ 98.9 FM
WJAB 95.5 FM
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
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 year’s 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 9 th.
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
X_____________________________________________
OWNERS NAME (PLEASE PRINT)
DATE
____________________
DATE
_________________________________________________________________________________________________________
ADDRESS
________________________________________________
________________________________________________
George,
Sell or upgrade your 2006
Crestliner!
Call John Daggett today to
reserve your
space at the event. (207) 4003941
*********************AUTO
**5-DIGIT 04062
George Jones 4
116 Sabbady Point Rd
Windham, ME 04062-5509
TDTATAAFADTFFTTADDATFDATA
DATFAAAFFDTTADDFFTFDTTDD
FTTTTAFATADAFADD
PRSRT STD
U.S. POSTAGE
PAID
PERMIT #99
PORTLAND, ME
2011 Best Ideas
Joe Lewis, Owner
Mount Dora Boating Center
Mount Dora, FL
Mount Dora Boating Center
Assurance Program
New opportunity
and
Diversification
New Boat Sales Declines
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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.
Bigger Market
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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?
Overall boat sales for 2004
Assurance Program
•
It’s selling our expertise.
2011 Best Ideas
Eric Splatt, Sales Manager
Woodard Marine
Hydeville, VT
Tag… You are It
TAGS, What are They?
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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
Integration within your
dealership
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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
Sales Department Tags
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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
Examples of Sale
Department Tags
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Tag Printed on a 8 x 10 sheet, laminated
Sales Flyer for Pre-Owned Boat
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
Service Department Tags
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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.
Service Department Tags
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We then uploaded the video onto YouTube
and linked it to make a custom tag for the
customer’s Repair Order
We inserted this custom tag on the
customer’s 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!!!!
Example of Service Department
Tags
Example of a Woodard Marine Repair
Order Summary Page
When you scan the tag it looks like this
QuickTime™ and a
H.264 decompressor
are needed to see this picture.
8 Easy Steps To Creating Your FREE Tags
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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
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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)
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Sales Department
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Tag… You are It
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
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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
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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!!!!!!
Questions?
Please Vote!
The winner will be announced at
tomorrow’s lunch.