Boating Industry

October 2014

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[ 2014 Movers & Shakers ] 32 | Boating Industry | October 2014 With a record number of nominations for the Movers & Shakers awards this year, there were many great individuals and companies we weren't able to recognize as one of our fi nalists for Mover & Shaker of the Year. Once again, the team at Boating Industry was wowed by the innovation and leadership in the marine industry. Here are eight more industry leaders making bold moves to advance their organizations and boating, from sales and marketing innovations to revitalizing troubled brands. MARKETING SOLUTIONS MIKE ALLEVA Vice president of Marketing/ Client Strategy, Lighthouse Media Solutions Boston In an industry dominated by small family businesses, it should be no sur- prise that most boat dealers struggle with marketing. In a small business, marketing all too often falls on the company owner – along with a bevy of other management chores. That usually means that market- ing, especially during the busiest times of the year gets short shrift. That's where an outside consultant can make a big difference, and according to many dealers Mike Alleva of Lighthouse is among the best at managing marketing for them. "Mike has helped us to improve our profes- sional image from that of a mom and pop small business to that of a more progressive current 2014 business," wrote Stacy Greenwood of Cleveland Boat Center, a Boating Industry Top 100 dealer, in her nomination of Alleva. That sentiment was echoed by Martin Boyer of Austin Boats & Motors, another Top 100 dealer. "His team is very progressive, always deliv- ers cutting edge designs and consistently sug- gests new and unique marketing ideas," Boyer said. "Mike has been critically important in our mission to increase our brand awareness as well as the quality, image and success of our digital marketing initiatives." All told, Lighthouse handles the marketing for more than 10 percent of the 2013 Top 100 dealers and many of them cite the company's » 2013 Top 100 dealers that use Lighthouse Media Solutions 12

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