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

When it comes to sustainable marketing in the yacht industry there are a number of easy changes you can make which won’t cost a fortune and will help protect the environment for future generations as well as potentially saving you money right now: Design - Avoid putting event names and dates on literature and branded items. Choose robust, long lasting materials allowing multiple use. Printing - Use FSC certified paper, avoiding finish coatings / laminations which are not re

A good marketing strategy aims to reach customers at all points of the purchasing cycle to maximise chances of finding new potential customers and engaging with them in a variety of ways – a 360° approach. Below are some top tips for developing a successful 360° marketing plan… Research and define your target market Study your audience, get inside their minds. Know where they hang out (online and offline), what problems they have, what solutions they want and how much they

Opportunities to connect with customers face to face are still limited, so now is the time to embrace Webinars. You’ve probably attended many, but have you run your own? Allowing you to deliver presentations, workshops or interactive sessions to big groups, it’s time to reconnect with existing customers and reach new audiences. Here are our top webinar tips: Struggling to think of a topic for your webinar? Ask your customers what would interest them. People are more like

The world as we knew it is no longer. The question of whether and how fast we return to past ways of living is an unknown that only time will answer. My team and I have been reflecting on how consumer trends and behaviour patterns have changed over the last couple of months and which are most likely to continue after global recovery from the virus. These are our top picks. Customers are Online The proportion of online sales against all retail sales has soared. The biggest

The challenges of 2020 continue with the confirmation that METSTRADE, the world’s largest trade exhibition for marine equipment, has been cancelled. For many of us, the annual trip to Amsterdam is more than just a date in the diary - it’s a chance to reconnect with colleagues from across the globe, discover the latest innovations, meet new partners, and finalise important deals. Its absence this year will be felt by all. But while we may not be gathering in person, there are