Issue link: https://read.dmtmag.com/i/264625
www.BoatingIndustry.com March 2014 | Boating Industry | 21 BMC's marketing plan is centered heavily around events. The dealership partici- pates in four boats shows, hosts demo events every couple months and puts together other smaller sales and events at its location. Other promotions include coupons, "Spin to Win" deals and monthly e-newsletters. Fulton goes over the marketing plan each year with her husband and dealership co-owner Bill Fulton. Marine Connection, with locations in West Palm Beach and Vero Beach, Fla., also analyzes its marketing annually. "We review the year, look at where money is going in and measure it against what works," marketing director Jani Gyllenberg said. While Marine Connection's biggest effort is put into the fi ve boat shows it exhibits at each year, the dealership's marketing also includes banner ads on BoatTrader.com, TV and radio advertising, its self-developed website, vehicle wraps and social media. Because of this wide reach, Marine Connection has a detailed marketing plan that guides it throughout the year. "I know there are guys who just wing it as they go, but for us, it's always like if you don't plan, it's like you're taking a vacation without an end point — you might go no- where, or you might go a million places and spend too much money," he explained. Mapping out a plan in advance can help a dealership meet its goals more effi ciently. "Taking the time to plan your route for success is critical if you want to maxi- mize your return on marketing investment," said Wanda Kenton Smith, president of Kenton Smith Marketing. "In my experience, too many dealers work in a reactive, shoot-from-the-hip mode in their marketing activity, citing a 'let's try this or that' mentality with little forethought, follow-through or analysis. This approach wastes time and money, and the effort is seldom measurable or successful. The well thought- out marketing plan is the intelligent dealers' formula for success." Kenton Smith recommends dealerships start their marketing plans with an annual brainstorming meeting of key management staff. Events, such as demo days, are among BMC Boats' more popular marketing efforts. P20x25-BI14MAR-MarketingPlan.indd 21 2/7/14 10:52 AM