Skip to main content

Marketing expert talks tactics at Sail America conference

Jeanne Hopkins, chief marketing officer of Continuum Marketing, shared strategies and best tips about how to engage in the customer lifecycle and reach consumers directly at the Sail America Industry Conference in Newport, R.I., on Tuesday.

Hopkins emphasized the importance of inbound marketing, or “any marketing tactic that relies on earning people's interest instead of buying it,” according to a statement. “Sixty-seven percent of the buyer's journey is now done digitally. Sales reps are out of the loop for the majority of the sales cycle, furthering the importance of relationship building between you and the buyer."

Hopkins talked about how to present the correct information through multiple marketing platforms by communicating content directly to buyers while they are doing their own research about the product they are interested in. Publishing through blogs, podcasts, videos, photos, presentations, e-books and press releases are some of the platforms highly recommended that appeal to buyers today.

Later on Tuesday, Hopkins touched on website optimization, focusing on how to make a website work best for a company, using the techniques from her first session. She featured Sail America member companies Annapolis Hybrid Marine, Offshore Sailing School, Club Nautique and BoatUS.

Today’s topics include a Growing Sailing Leadership Group panel led by Jack Gierhart, of US Sailing, and “Best Practices of the Industry,” hosted by Stanton Murray of Murray Yacht Sales and Charlie Zechel of Community Boating Inc.

Nate Fristoe, of RRC Associates, will wrap up the conference, shedding light on the inside success stories of the ski industry.

Related

1_ABA

ABA Celebrates 30 Years

The America Boatbuilders Association was founded in 1992 with the objective of collectively buying engines, raw materials and manufactured products at better prices.

1_YEARGIN

Who, Not How

Sometimes, to solve a tough problem, you need to get a different person in the room.

1_WHALESACTION

NMMA: Proposed Speed Rule an ‘Existential Threat’ to Industry

The association is calling on every marine brand, employee and boat owner to file public comment by Oct. 31 over a sweeping regulation to protect North Atlantic right whales.

1_AXOPAR

Axopar and Nimbus Renew Agreement

The boatbuilders have entered an agreement whereby Nimbus Group will retain exclusive rights to sell Axopar boats on the Swedish market.

1_IAN

Hurricane Ian Leaves Devastation in Florida

The storm left a wide swath of destruction, heavily impacting marine interests from Tampa Bay to Marco Island.

Norm

Email Is Your Ticket to Holiday Sales

Developing an effective email campaign can bolster sales and help fill winter coffers at your dealership.

1_NMRA

NMRA Presents Annual Awards

Edson CEO Will Keene and ComMar Sales president Tim Conroy were recognized for their contributions to the marine industry.

1_ PULSE.PING.2

DEALERS: Are Interest Rates Impacting Demand?

This month’s Pulse Report survey asks dealers whether interest rate increases are causing a downturn in boat sales. Take the survey here.

1_EPROPULSION

EPropulsion, Mack Boring Partner with Crest

Pontoon builder Crest will use an ePropulsion Navy 3.0 Evo electric outboard motor and an E175 battery for its 2023 Current model.