Boating Industry

December 2013

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TOP 100 BEST MARKETING BUCKEYE MARINE BOBCAYGEON, ONTARIO Buckeye Marine does many things well – you don't reach the No. 4 spot on the Top 100 list without excelling at all aspects of the marine business. But where Buckeye truly separates itself from the rest of the Top 100 is in the company's marketing efforts. From its carefully developed (but always flexible) annual plan to excellent social media efforts and events, Buckeye stands out as the Best in Class. Buckeye's marketing starts with a plan developed every November in conjunction with budget planning. Methods, outlets and spending levels are adjusted based on the success or lack thereof in the previous year. The Buckeye team looks at five key factors when 40 | Boating Industry | December 2013 P38x52-BI13DEC-BestInClass.indd 40 developing the annual plan: 1. Types of media, maximized by the season when they are most effective 2. Increase exposure, keeping the budget in check 3. Trim out inefficiencies/measure return on investment 4. Consistent messaging and branding 5. Focus on keeping customers and gaining new ones That plan then guides – but doesn't dictate – the marketing for the next year. It is adjusted as market conditions fluctuate or other changes occur, such as the opening of Buckeye's second location in 2012. "Our plan is just like a road map ... you know where you want to go and the way you want to get there but there is always the chance you may need to take a detour as the market dictates," said Carly Poole, marketing coordinator. Buckeye carefully monitors its marketing spend to guide the planning process, tracking www.BoatingIndustry.com 11/15/13 10:04 AM

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