Marketing Insight

The care and feeding of your online image

In 30-plus years as a public relations executive I’ve promoted what is currently called “reputation management.” This involves measuring and monitoring the reputation of a business, brand or individual, encompassing both online review and response to content. In many cases it also includes soliciting customers for testimonials and responding to customer problems or complaints.

The future of marketing: How to ride the wave

Contrary to what you may have read about this being the new Golden Age of television, what with all the buzz generated by the likes of cable’s “Breaking Bad” and “Mad Men,” much of what we see on TV is forgettable entertainment. To paraphrase Marx, it’s the opiate of the masses.

MDCE panel on diversity will share success stories

I am absolutely thrilled to be presenting at the Marine Dealer Conference & Expo this November. I’ll be moderating a panel discussion I pitched to the MRAA, titled “The New Faces of Boating.” The topic is diversity and the importance of embracing new markets. The boating industry is finally recognizing the opportunities represented by this…more

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What these marketing pros know that you may not

Buying television advertising is a lot like going fishing. Every once in a while you drop a hook over the side and actually land a big one. Consider the new Bravo reality series “Below Deck.” A takeoff on the British TV series “Downton Abbey” and “Upstairs, Downstairs,” “Below Deck” chronicles the campy adventures of the…more

Your customer service: Measure it, nurture it

The health of the boating marketplace — our success and our survival — is in the hands of the customer. “Every company’s greatest assets are its customers because without customers there is no company,” wrote Michael LeBoeuf, author of “How to Win Customers and Keep Them for Life.” In my professional life I’ve conducted more…more

Strict rules can prevent a social media disaster

How closely are you protecting your brand image through your social media initiatives? Who has the authority to “speak” for your organization on these channels? And who’s watching or monitoring what is being said about you on this untamed frontier, where anyone can become a self-proclaimed expert with the ability to post and promote his…more

Tracking the trends, we’re all in the same boat

Although growth has eluded recreational boating for what seems like ages, the industry can take some comfort in the fact that it’s not the only higher-end pastime without much wind at its back. Golf and thoroughbred horse racing are also suffering from a steady stream of dead air. As I was putting the finishing touches…more

Sponsored events get boaters out spending

If you followed my blog on Trade Only Today, you know I organized a group of boating-oriented people to ride across this great country of ours on motorcycles. We combined three boating stops along the way so that our “Boaterz ‘n Bikerz Across America: A Hull of a Tour” participants would experience the best of…more

Boating growth requires multi-generational effort

Once a brand name to which many aspired, the bloated Cadillacs rolling off Detroit’s assembly line in 1995 were being bought in ever-declining numbers by consumers with an average age of 63. Today, after nearly two decades of new products and hundreds of millions spent on advertising, the average age of a Cadillac owner has…more

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