Marketing emails are a very cost effective way of talking to your marketplace when interacting face to face isn’t really an option. However, as with everything, there is a right way and a wrong way. Here are some of the areas we think about when it comes to creating emails. Set a goal. Knowing what you want to achieve will help with content creation. Do you want to drive people to your website, improve brand awareness or promote a particular product. Knowing your end obje

Although they have been around since the mid 90s, thanks to the pandemic, we’re all now experts at spotting and using a QR code. If you’re not using them in your marketing activity, you’re missing a trick. Here’s why: Cheap & easy to generate – Creating a QR code takes just a few minutes, and there are many free or low-cost tools available online. Many platforms also allow you to customise the colour palette and incorporate your logo, so your QR code blends seamlessly with yo

Imagine that your brand is a character in a television show. Are you the dour, hardened detective, from the wrong side of the tracks or are you the sweet old lady solving mysteries on the side? Each has distinctive characteristics and ways of talking, to uniquely interact with the audience. What they don’t do is suddenly take on a different personality – well not normally! It doesn’t really work. It's the same for your brand. If you don’t have a distinctive and consisten

Moments of shared excitement have the power to capture public attention on a massive scale, even among those not normally engaged with the topic- think back to when England reached the semi-finals in the 2021 Euros. When something becomes a trending event, it presents a unique opportunity for businesses to connect with audiences, spark conversations, and increase visibility. This raises an important question: as an industry, are we sometimes guilty of letting these moments p

The cost of living rising is at pace and running a business is nerve-wracking. People are tightening their belts with reduced disposable income. However, there is an opportunity to become stronger and defy the market. Here are a few ideas to get you thinking. Re-evaluate customer segmentations - Rising costs and economic pressures may have shifted their priorities, spending habits, and financial comfort zones. Understanding these changes will help you tailor your products,

There is often a rivalry in business between sales and marketing. Each function feels under appreciated by the other and lacking support from the wider organisation. In a small enterprise quite often an individual has the dilemma as to what to spend their time on - sales or marketing, which is most beneficial? In my opinion both are equally important, requiring adequate investment, resource and management to work in harmony for optimum results. However, a misbalance is fou

It’s highly likely that a request or two for sponsorship has dropped into your inbox recently. There are loads of individuals, teams, events and restoration projects searching for funds to make good on what they have set out to achieve. As much as we would like to support every request, it’s just not feasible. Sponsorships can be an important part of your marketing mix, so it’s all about picking the right opportunities. Firstly, every approach must be assessed against y

Whether you’re a sole trader or a global corporation, brand consistency is a powerful driver of business success. Your brand is more than a logo - it’s the visual, verbal, and emotional thread that ties together every interaction your audience has with you. The best part? Building consistency doesn’t have to mean increasing your spend. A consistent brand builds loyalty, fosters trust, and shapes a clear perception of your business in the marketplace. It helps customers explai

Marine businesses are getting more and more involved in Instagram, but lots are still thinking about it. We spoke to some of them at Southampton and they were keen for some advice. Here are our top tips to help get you started. Use a public account (not private) so content can be seen by everyone. Switch to a Business Profile to access special features and insights. It is primarily for mobile use. You can log in and view images on the desktop site, but posting is not possi

The business landscape is full of unknowns, and at present the only certainty is uncertainty. Yet from a marketing perspective, the fundamentals remain unchanged. Now more than ever, it’s vital to not only carry out the basics of good marketing consistently, but also to clearly differentiate your business. Defining what sets you apart will give customers a reason to choose you and the confidence to stay loyal, even in challenging times. When competing on a more global stage,

The winter months have arrived and although it would be easy to sit back and wait for the 2025 season to kick off, there is no time like the present to show off your brand, connect with existing and win new customers. Here are a few ideas to market your yachting business in quieter months. Competitions – Catch attention and give boaters a reason to think about your product/service. Be genuine, offer a decent prize and use the opportunity to build your customer database. Edu

It’s simple really, words without good accompanying visuals are like a sailing boat without a mainsail. Research shows graphics increase people’s willingness to read content by more than 80%. The time spent reading and researching via all forms of visual media has rocketed in 2020. Getting visual content right has never been more important to engage an audience. A smartphone was good enough for Lady Gaga’s latest video so probably good enough for much of your everyday cont

As a fresh new year approaches, many of us prepare to hit the reset button. January 1st brings not only new budgets and the rollout of innovative plans, but also a welcome boost of inspiration and energy. To make the most of that momentum, now is the perfect time for a year-end marketing clean-up. By reviewing and refreshing your marketing activity, you’ll step into the new year with clarity, confidence, and a strategy that works harder f or you. 1. Review Your Content - Cont

The world’s population holds an incredibly diverse range of opinions, thoughts, and perspectives on every imaginable subject. Researchers estimate that the average adult experiences between 12,000 and 70,000 thoughts per day. For businesses understanding what current and potential customers are thinking and feeling is not just useful - it is essential for long-term success. But how often do we genuinely dedicate time to actively listen? In the leisure sector much of a custome

Consumer confidence has been under sustained pressure in recent years, influenced by fears around job security, global trade tensions, and ongoing political and economic challenges. With discretionary spending under scrutiny, the leisure marine sector - where much of the spend is non-essential - is particularly vulnerable. It’s understandable that many businesses might be tempted to batten down the hatches and adopt a defensive approach. But uncertainty does not have to mean

The Haven Knox-Johnston crew are proud to announce that they will be partnering with sister Howden leisure marine team, A-Plan Commercial Marine, to become the joint-lead sponsors of a new RS21 Scottish youth sailing team. The sponsorship will provide the youth team with an RS21 so they can participate in the RS21 2023 British Race season. It will also harness the expertise of Sailingfast, Marlow Ropes and Rooster Clothing as sub-sponsors to provide coaching, equipment and ki

Barton Marine is proud to announce their new partnership and distribution agreement with EELAT pte Ltd in Singapore. EELAT specializes in engineering and distribution to the marine and power generation industries. They provide product sales, engineering solutions and consultancy services for a wide variety of marine businesses and have detailed knowledge of the yacht industry which make them an ideal partner for Barton Marine. The Singapore sailing marketplace is rapidly exp

Winches make handling large loads through halyards, sheets and control lines far, far easier than the alternative of hauling them in by hand. Taking the strain of the huge loads generated by wind filled sails and massively reducing the physical effort required when handling them. When it comes to fine trimming of sails for maximum performance, using a winch makes light work of it, allowing the crew to focus on constant minute sail adjustments rather than just getting their

Barton Marine is the must-see Exhibitor at the RYA Dinghy Show to discover the exciting new hardware launches for 2023 – and enter the competitions that give you the chance to win prizes and equipment vouchers! Barton will be exhibiting on stand O14 in Farnborough from the 25-26 February with a full crew of Barton sailors displaying a wide range of Barton products. The Barton hardware experts and sailing enthusiasts will be on hand all weekend to provide advice on the right

The Haven Knox-Johnston crew will be partnering with sister Howden Marine Unit company A-Plan Commercial Marine to make a splash at the first UK boat show of the year. SBS Boatlife is being held at the NEC in Birmingham on 16-19 February 2023 and the combined team can be found on stand F100 to help with all insurance needs. The Haven K-J crew will be available to provide competitive quotes for a huge array of vessels. From sailing yachts to jet skis, motorboats to dinghies,