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Mining the new marketing landscape

Your audience is more fractured than ever, and maximizing your reach requires the right media mix There was a time when there were few options for marketing marine products. You could buy an ad in a boating magazine, produce a smart brochure or conduct an innovative, attention-getting promotion at a boat show. Times have changed…more

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Fort Lauderdale: On the docks with Rich Armstrong

Ferruccio Rossi, North American country manager for the Ferretti Group — which comprises Ferretti Yachts, Pershing, Itama, Bertram, Riva, Mochi Craft, CRN and the Custom Line — said the group as a whole is developing 42 models that will debut between the end of this year and the end of 2013. He noted that sales…more

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Young Turks: Morgan Huntley, 31, Vanquish Boats

One-time marina rat’s startup builds two 24-footers with an emphasis on simplicity and value Why would anyone start a boatbuilding company in these shaky economic times? Morgan Huntley has an answer. “Boatbuilding is what I do and what I love. I don’t know how to do anything else, and I’m not going to stop even…more

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Face time goes a long way in marketing

Boston firm sets up media tours and gives its clients one-on-one exposure to editors and reporters Editor’s note: There are many marketers who work within the marine field, some forging outstanding business relationships with clients spanning decades. This is not a story about which firm is best; it’s about how one agency conducts the business…more

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Environmental impact is now a selling point

Businessman markets his helix anchors and his ‘Eco’ rode to marinas around the world Even as the economy continues to sputter and businesses scratch and claw for revenue, boaters continue to use their boats. This has opened opportunities for a host of service-related businesses, from the repair and parts departments found in dealerships to small,…more

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A farm system for marine technicians

The chronic drumbeat within the service sector — the need for more qualified technicians — is getting even louder as boat systems grow in complexity. The Association of Marine Technicians is entering its 10th year of supporting technicians nationwide with training. Joe DeMarco, the group’s president, is a staunch advocate of better pay for those…more

Former dealer gets five years for fraud

A former boat dealer who spent years on the run in Brazil was sentenced June 7 to five years in prison in connection with fraud schemes. Leonard Kolschowsky, 68, of Stillwater, Minn., had pleaded guilty March 21, acknowledging he was responsible for nearly $1 million in losses related to a false loan application and other…more

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Fugitive son of Striker founder imprisoned

Mark Steven Phillips gets a five-year sentence for his role in a 1970s drug-smuggling operation Mark Steven Phillips, son of the founder of sportfisherman builder Striker Aluminum Yachts, was sentenced to five years in prison June 15 by the federal judge who presided over his drug-smuggling trial more than three decades ago. Prosecutors had sought…more

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Fresh ideas at a seasoned dealership

A boat club is among the ‘cool’ things happening at the oldest Grady-White outlet in the U.S. In tough economic times, some businesses dig in and hunker down. One New York dealer, however, is choosing to push forward and explore the opportunities still out there. “We’re trying to get more value out of our location.…more

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A focus on the personal touch

E-mails, newsletters and social media are all in the mix for Mount Dora Boating Center & Marina Treat every customer like they’re the only customer. That philosophy is ingrained in the culture at Mount Dora Boating Center & Marina, says general manager Joe Lewis. Whether it’s immediately addressing a problem or just helping a customer…more

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