Articles From This Author
The engagement economy
Within hours of landing in Cancun, Mexico, for a quick vacation before the Fort Lauderdale International Boat Show, I received four emails: one from United Airlines wanting to know what I thought about my flight, one from Expedia asking me to rate my airport pickup, one from the hotel wanting to know how well check-in had gone and one from my financial adviser inviting me to a Christmas party.
The shape of things to come
Socrates long ago observed that one should “know thyself” above all else. For marine marketers the corollary of this sage advice is that you must fully understand your customers if you expect to prosper in a world undergoing such dramatic digital and demographic shifts.
Time for marketers to snap to attention: Data point to social video as the wave of the future
Snapchat went public the day I wrote this column, opening at $17 a share, handing insiders a windfall as its IPO closed at more than $24, making its founder a billionaire and valuing the company greater than American or United Airlines, Hershey or Hilton.
A memo to the powers that be: Our marketing needs bold ideas, wider reach
Have you ever pulled up a barstool, turned to the guy sitting inches away from you and said, “Hey, aren’t you … ?”
CAPITOL LOOKOUT: A common-ground political solution
Industry should get to know poll-tested Policy Playbook
A boating-themed ‘branded’ playlist West Marine’s experiment with Pandora radio
Like many of my fellow baby boomers I like classic boats, classic cars and classic rock. That said, I am not a fan of classic technology or marketing tools that lack a digital component.
A message to millennials: The sharing of ideas trumps going it alone
As boomers age, boating’s sweet spot is fading, much like the memories of many members of this much-discussed generation. For example, who was it that said, “I don’t want to belong to any club that would accept people like me as a member.”
The next frontier is now within sight: It’s time to sell the sizzle
A marketing campaign can only do so much when the seas around you are receding and your market is shrinking.
The slippery slope of ‘native advertising’ Episode II: The Force (as in FTC) Strikes Back
Native advertising first sailed into the public consciousness in the summer of 2014, the butt of satire on Comedy Central’s “The Daily Show with John Oliver.”
Facebook’s fascinating evolution into a powerful marketing platform
On any given day, over a billion people — one of every seven inhabitants of this planet — log on to their Facebook accounts. For our purposes as marine marketers, one of every two to three active Internet users are on Facebook.
Our boats need to become as cool as boating itself is
Pulling up to a stoplight the other day in the suburbs of Washington, D.C., I looked around at the sea of cars surrounding me and was struck by what I saw — white cars to the left of me, black cars to the right and silver and gray cars in front and in my rear-view mirror.