Even at a time when all marine companies are faced with shrinking marketing budgets, right now is a great opportunity to expand your company’s marketing footprint. At SAIL, we work with marketers from every category in our industry, helping them develop the advertising component and widen their range of marketing strategies. We see today’s leading marketers in the sailing industry implementing integrated marketing plans and having the determination to stick with it. See the approaches of Raymarine, Harken, North Sails, Garmin, IMTRA, and Beneteau—all fine examples.

Whatever your goal is—drive direct-to-consumer sales, generate leads, feed business at the dealer level, increase brand awareness and preference, advance new product and technology–you must identify your target audience. Then, you can balance a number of marketing tools to efficiently reach that audience. No single tool can adequately accomplish the task.

At the core of an integrated plan is a print advertising campaign...

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To say it has been a brutal year in the U.S. marine industry is akin to stating there was some damage when the catastrophic tsunami struck northern Sumatra in December, 2004. No one was really prepared for the fierce, deadly blow that has virtually devastated the marine job market on all fronts, ...

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I’ve learned that writing a book is an exhilarating experience. Essentially an author is handed 250 blank canvasses and is allowed to create whatever he or she wants. However, the canvasses do have to fit under a certain theme and the chapters, while being able to stand alone in terms of their uniqueness and contribution, ...

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