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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. 23 rd 10: 00 – 5: 00 pm Sunday Sept. 24 th 10: 00 – 4: 00 pm 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 20 th. This deadline will give us enough time to properly display your boat. (Boats arriving after Sept 20 tht, 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 _______________________________________________________________ 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 TDTATAAFADTFFTTADDATFDAT ADATFAAAFFDTTADDFFTFDTTD DFTTTTAFATADAFADD 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 • 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 • 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? • 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 • 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 • • • In the sales department, We took each of our walk through videos on our new and used boats and loaded them onto You. Tube We then linked the You. Tube 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 Tag Printed on a 8 x 10 sheet, laminated Sales Flyer for Pre-Owned Boat Displayed on the Boat itself and • customers could walk up to the boat in boat shows or the showroom and have their own personalized sales person • •
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.
Service Department Tags • • We then uploaded the video onto You. Tube 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
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)
• Sales Department 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 – 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!!!!!!
Please Vote! The winner will be announced at tomorrow’s lunch.