Marketing Insight: Ideas that Are Working

Wanda Kenton Smith

Soundings Trade Only

Smart marketing can overcome today’s economic uncertainty and position a company to speed ahead later

Fast-changing shifts are disrupting the economy, and the recreational-boating business is feeling the effects. Consumer skepticism is contributing to a slump in sales across virtually all product segments.

That makes now a good time to think about specific marketing tactics that can be smart — especially in coordination with certain sales strategies — as uncertainty may continue to prevail.

Barrett Canfield, president of South Coast Yachts in San Diego, says his Beneteau dealership is experiencing a strong buyer’s market on the brokerage side, but a hard stop by cash buyers and new boaters who would normally finance. To address that problem, Beneteau covered half of the 10% European... [read more]