CONTENTS
Boating Industry
www.BoatingIndustry.com
4 | Boating Industry | February 2017
6
AT THE HELM
Grab the 2017 opportunity
26
SALES & MARKETING
Skyrocket your boat show ROI
8
INDUSTRY NEWS
• Q&A with Darlene Briggs winner
• More funding for Discover Boating
• New leadership at Brunswick
+More top stories
The February issue
of Boating Industry is
also available in
digital format at
boatingindustry.com/
digital-archives.
BoatingIndustry.com
APPLY FOR
THE 2017 TOP
PRODUCTS
Entries are now open
for the Top Products
of the Year. Submit
your innovative
products by
February 27.
ENGAGING NEW
MARKETS
The Recreational
Boating Leadership
Council, in partnership
with Boating Industry,
presented a webinar
on reaching new
customers.
MCLEAN: HOW TO
INSPIRE CUSTOMER
LOYALTY
In a recent blog post, Lauren
McLean wrote about the ephemeral nature of
customer loyalty today:
"Sixty percent of shoppers will abandon their
favorite brand for a discounted price, no ques-
tions asked. Thirty percent will change brands
just out of boredom. Obviously the number one
goal is to become the top preference for your
target consumers. …
"When customers see that the utmost effort
has been given on their behalf, they are much
more likely to remain loyal to you for that reason."
Read more at BoatingIndustry.com/blogs
2017 TOP PRODUCTS
BoatingIndustry.com/2017TopProducts
ENGAGING NEW MARKETS
BoatingIndustry.com/webinars
TWITTER: @BoatingIndustry
FACEBOOK: Facebook.com/BImag
INSTAGRAM: @BoatingIndustry
YOUTUBE: YouTube.com/BoatingIndustry
2017
"…DON'T BE AFRAID
TO GO OUT AND
INTRODUCE YOURSELF.
PUT YOURSELF OUT
THERE AND MEET
PEOPLE. AND DON'T
BE AFRAID TO ASK
HOW OR WHY."
— Susan Bonivich, dealer/OEM
sales manager at Volvo Penta
of the Americas
