CONTENTS
Boating Industry
www.BoatingIndustry.com
4 | Boating Industry | March 2017
6
AT THE HELM
Make way for the Connected Spender
By Jonathan Sweet
23
SALES & MARKETING
Brand building vs. results marketing
By Matt Selhorst
8
INDUSTRY NEWS
• IBEX/METS partnership
• Correct Craft acquires Bryant Boats
• Hatteras Yachts appoints Kelly Grindle
as CEO
+More top stories
42
TOP 100 SPOTLIGHT
Renovating and rebranding for effi ciency
INTELLIGENCE YOU CAN PROFIT FROM
M A R C H 2 017 | w w w . B o a t i n g I n d u s t r y . c o m | $ 1 0 . 0 0
BEYOND
FISHING
Family focus growing saltwater category
ALSO IN THIS ISSUE:
BOOT DÜSSELDORF REPORT
UTILIZING SERVICE DEPARTMENT METRICS
INSURANCE GUIDE
INTELLIGENCE YOU CAN PROFIT FROM
BEYOND
FISHING
Family focus growing saltwater category
ALSO IN THIS ISSUE:
BOOT DÜSSELDORF REPORT
UTILIZING SERVICE DEPARTMENT METRICS
INSURANCE GUIDE
The March issue of
Boating Industry is
also available in
digital format at
boatingindustry.com/
digital-archives.
BoatingIndustry.com
APPLY FOR THE
BI 40 UNDER 40
Do you have a young
leader in your com-
pany? Boating Indus-
try is looking for the
top under 40 leaders
in the boating industry.
Entries are due April 3.
ENGAGING
NEW MARKETS
The Recreational
Boating Leadership
Council, in partnership
with Boating Industry,
presented a webinar
on reaching new
customers.
DI VILIO:
GOOGLE'S PAYING
ATTENTION TO YOUR
REVIEWS. ARE YOU?
In a recent blog post, Justin Di Vilio wrote about
the importance of online reviews:
"Today's shoppers are taking to the internet
to voice their opinions about their experiences
with products and businesses, and your
dealership is no exception. Harnessing the power
of online customer reviews is an important
part of your digital marketing strategy that can
help you drive your local search rank as well
as maintain customer relationships and inform
potential customers."
Read more at BoatingIndustry.com/blogs
40 UNDER 40
BoatingIndustry.com/40Under40
WEBINAR
BoatingIndustry.com/webinars
