Emotion and Authenticity: The Keys to Going Viral

Published September, 2018, Soundings Trade Only

For a brief moment this past summer, the news media was fascinated by unknown and longshot candidates for public office winning primaries against entrenched congressional incumbents. In New York, 28-year-old political novice Alexandria Ocasio-Cortez knocked off a 20-year congressional veteran and power broker. Her success was attributed to the skillful use of video that went viral, capturing the attention of voters and creating a buzz. Read More

Jim Krueger Recognized for 46 Year Sales & Marketing Career

IMG_3930Long-time industry sales and marketing executive Jim Krueger has retired after 46 years of continued industry service. Krueger was recognized at a special retirement celebration and luncheon by Regal Boats, where he spent the final seven years of his career as the Midwest/Central US sales manager.
Krueger’s stellar marine industry career began in 1972 at Cruisers Inc. including stints in engineering and sales, followed by senior sales and leadership roles at Sea Ray, Bertram Yacht, Trojan Yacht, Tollycraft Yacht and Shamrock Boats. He worked 15 years from 1996 through 2011 with the Luhrs Marine Group overseeing sales and marketing for both Luhrs and Mainship brands, prior becoming director of Mainship in 2004 with general management responsibilities.

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FLIBS MMA Meeting and Experts Marketing Panel Share Best Practices, Score High Marks

NEWPictureAn enthusiastic crowd of 100 gathered for the annual MMA meeting and luncheon at the Fort Lauderdale Boat Show on November 1, 2019 sponsored by FLIBS/Informa, Sea Tow and MarineMax. As usual, it was an opportunity to meet, mix and mingle with fellow marketers from throughout the industry plus learn from a top-notch professional development panel of industry marketers latest practices regarding the hot topic of “CX: Why It Should Be Your Marketing RX.”

The event, which scored a 96% excellent rating by attendees, included an introduction and overview of the emergence of CX (Customer Experience) by MMA President and panel moderator Wanda Kenton Smith of Kenton Smith Marketing who noted CX is the #1 marketing priority nationwide among top marketing organizations. As the national marketing columnist for Soundings Trade Only since 1998, Kenton Smith had recently produced a column in September on this topic that generated industry buzz and interest.

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FLIBS 2018: ‘Customer Experience’ is the buzzword at Marine Marketers’ gathering


One hundred marketers and industry leaders gathered yesterday afternoon at the Fort Lauderdale International Boat Show for the annual meeting of Marine Marketers of America. The discussion focused on the topic of CX and the need for marine businesses to understand, adopt and implement it.

“CX refers to the customer experience, the sum total of all touchpoints between a customer and a business, embodying the entire life cycle and all phases of the relationship,” said MMA president Wanda Kenton Smith, who facilitated the panel discussion. Kenton Smith noted that CX embraces everything from a customer’s initial awareness and discovery through the stages of nurturing, purchase, post-service and advocacy. Read More

Video Revolution and the Invisible Sale

Being at the recent Grow Boating Marketing Summit at IBEX was like the proverbial kid in a candy store. Regular readers know I’m always lusting after marketing insights to share. The summit satisfied my cravings, serving up a sweet fix of digital marketing content while infusing a refreshing rush of energy and excitement.

I believe meaningful professional development programs should not just educate, but also recharge and reignite enthusiasm. Bravo to the entire Grow Boating team for delivering on every front. About 160 marketers from all segments of the industry gathered for this high-octane knowledge fest featuring relevant digital strategies designed to help us better understand and navigate change. Read More

One small step to 5G, one giant leap for boating

Published September, 2018, Soundings Trade Only

With Halloween, Thanksgiving, Christmas and the new year just over the horizon, forward-thinking marketers should set their sights on what Santa has in store for us in 2019. At the top of my list is 5G, the next generation of mobile internet connectivity that will give smartphones and marketers the video power to connect to consumers in ways unimaginable until now. It will also allow recreational boating to be portrayed in all of its visual glory.

According to Roger Cheng of CNET, “the 5G technology promises to change our lives by connecting everything around us to a network that is 100 times faster than our cellular connection and 10 times faster than our speediest home broadband service” Read More

Why CX should be your marketing RX

In 2013, a global study of executives concluded that brands were at risk of losing up to 20 percent of their revenues to poor CX. It brought the financial impact of the customer experience into sharper focus.

For 2018, two major studies among leading marketing groups ranked CX as the No. 1 area of marketing focus. The “Digital Marketing Trends Report” by Econsultancy and Adobe and the “2018 State of Branding Report” by OnBrand and Bynder independently polled marketers in multiple industries, and both found that CX commanded the top spot on must-do lists.

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Why the Digital Age customer is always right

Headshots2Michael Sciulla

Something clearly was in the water a decade ago when the e-commerce marketer Groupon offered a marketing platform linking small business directly to consumers. As an inveterate bargain hunter, I recall being thrilled at being able to get a Groupon entitling me to 50 percent off at many local restaurants. As a marketer, I thought it was a great way for restaurateurs to attract new customers. If there ever were a win/win in marketing, this had to be it.

My mind changed after I had a chat with a restaurant owner who told me that this particular e-commerce model had a dark side. He confessed that his restaurant was losing money serving patrons who were dining at half price not just once, but multiple times. Read More

Attend the Grow Boating Summit!

We Encourage All Industry Marketers to Attend the Grow Boating Summit!

Marine Marketers of America is a proud co-sponsor of this year’s Grow Boating Summit.
We invite and encourage all industry marketers to attend this outstanding professional development event.

Invest in yourself and your team while having the opportunity to mix and mingle with the best marketers in the biz!

Your friends and professional marketing colleagues of Marine Marketers of America hope to see YOU there!

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5 PR Strategies You Need Now

Public relations (PR) plays an increasingly critical role in making or sustaining a successful business. With the rise of social media and online review sites that can make or break a business, coupled with the power attributed to key influencers and the continued blurring between paid and earned (non-paid) media, having a thorough PR strategy is a mandate for success. Likewise, having no strategic PR plan potentially places a business in jeopardy.

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Customer Retention

Published May, 2018, Soundings Trade Only

When it comes to marketing, the ancient Greek adage “Know thyself” which was inscribed on the front of the Temple of Apollo at Delphi for all seekers of insight to see, may be less important than “Know thy customer.”

While much about marketing is about getting more customers — an undertaking that can be expensive — the flip side of this process, retaining existing customers, is just as important and often considerably less expensive. Read More

What we can learn from 2017’s best marketers

Headshots2Tito’s Vodka, Samsung and The New York Times offer boating-industry lessons
MICHAEL SCIULLA
Published February, 2018, Soundings Trade Only

Imitation, our learned forebears have said, is the sincerest form of flattery. Let’s face it: Original ideas are few and far between, and hard to come by. Read More