Boating Industry

December 2014

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14 | Boating Industry | December 2014 [ 2014 Top 100 ] www.BoatingIndustry.com terly bonus for increased profi ts and maintaining a minimum CSI average. That position is also checking for accuracy after the job is completed and before the boat leaves the lot. Additional bonuses and spiffs can be given at any time to reward a tech at management's discretion. Social media giveaways A major goal of Traverse Bay Marine in 2013 and 2014 was to boost its social media marketing. The Traverse City, Mich., company con- tracted with its local NBC television station to give away a $9,500 Sea Doo PWC last year and repeated the process this year with the giveaway of a Lund fi shing boat with a Mercury engine. To qualify, entrants have to register online and "Like" Traverse Bay on Facebook. "If they share this with someone else on Facebook, they get another entry and so on," said CEO Jim Rautio. "We received over 2,000 likes in 15 days with the Sea Doo and over 1,000 likes for the same time frame with the Lund." In addition, the TV station sent out four e-mail blasts of 54,000 each about Traverse Bay Marine and the Sea Doo and Lund contest. There are also 70 TV commercials as well as live mentions fi ve times daily about Traverse Bay Marine and the contest by the NBC TV news anchor. "Live the Legend" There's no better advocate than the employee who understands the product. With that in mind, Legend Boats, Whitefi sh, Ontario, implemented its "Live the Legend" boat loaner program this year, which allows employees to reserve and use a Legend Boat so they better appreciate the com- pany's mission to create memories, said general manager Jamie Dewar. 19,755 Boats sold by the Top 100 in 2013, up 7.7% 4,150 Engines sold by the Top 100 in 2013, up 6.1% 8,247 People employed by Top 100 companies AVERAGE GROSS PROFIT MARGINS ON BOATS: 18.4% ON SERVICE: 67.8% OVERALL: 27.5%

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