The document outlines the marketing strategy and initiatives for a boat manufacturer. It discusses developing print and online advertising, sponsoring events and teams, strengthening dealer relationships through tools and programs, optimizing the website and client software, and participating in trade shows. The overall goal is to establish the brand as a market leader through innovative products and strong customer service.
2. What can I do for you?
The right attitude, timely products, extraordinary service
3. people, parts, service
• Peerless team of skilled professionals- many with 20 yrs+
• Dedicated management and sales force with deep experience
• Available, immediate parts from 2 locations; system overhauled for 2010
• Entire company committed to dealers’ success
4. Exceptional
• Market leader in design
• Proven world class performance
• Superior constructions
• High customer satisfaction
• Backed by top warranty, people, 2 factories
7. What value do we add?
Can our dealers live without us?
What do we offer consumers that they can’t get anywhere else?
Are our dealers and consumers better served elsewhere?
Does our vision and work ethic inspire creativity and affinity?
What do we do better than anyone else?
What do our dealers say about us to other dealers?
Do our boats show up at our dealerships the way we’d expect them to if we were the dealer?
Marketing Premise
8. Brochure/ Sell Sheets
• Present brand virtues
• Sell unique selling proposition
• Imagery rich
• Best yet, most creative input
• Hinge point for initial consumer
contact
• Internet interface
• Fully customizable/ reorderable
7
9. Advertising
• Premium placement,
opposite masthead
• High readership
• Direction to website
• Huge savings
• All issues
• Branding benefit
12. Boat Tests/ Editorial
• Value tests as endorsements/
testimonials/ credibility
• Affect test results
• Present our uniqueness
• Express expectations for editorial
coverage produced at boat tests
• Economically drives Centurion’s
USP and embeds value
• Consistent story
• Strong branding
• Different By Design mantra
• World class performance
• 30 years of innovations
13. Print Boat Tests
• WakeBoarding
• Boating Life
• WaterSki
• Alliance
• Boating World
• PDFs available
• Consistent branding
14. On Line Tests/ Reviews
• WakeBoarding
• Boating Life
• WaterSki
• Alliance
• Boating World
• PDFs available
• Consistent branding
16. Press Releases/ News Press Release
CENTURION MOMENTUM GROWS, ADDS DEALERS
• Regular timing
JANUARY 14, 2010
“Centurion has been very proactive and weʼve evolved with the market to the benefit of
our dealers and retail customers. We are on target with our programs, product and
vision and see the results with orders and growing list of new dealers,” declared
Centurion CMO Mark Overbye.
• 24 titles
In the past year, Centurion has created a state of the art website with an industry
leading boat builder. With a CRM component that instantly sends leads directly to
dealers, accountability with consumer follow up and dealer floor traffic has increased
ten fold. Dealers benefit from expedited parts orders, warranty filing and actions plus
consumers get direct access to the company. Recently, conduits to Centurion athletes
via Facebook, Twitter, blogs and other social media were added to the Centurion
website making the site alive with daily updates.
“2009 was a tough year. But it also inspired dealers to re-evaluate their vendors and
Centurion has benefited from that. Weʼve worked hard and made serious investments
in our brand, how we partner with our dealers and reach out to consumers. The
industry has taken note and weʼve added many new dealers,” adds Overbye.
Centurion is proud to announce the addition of these excellent dealers to the Centurion
team:
" Utah Water Sports, South Jordan, UT
" MasterCraft Inland Northwest, Liberty Lake, WA
" MasterCraft Northwest, Issaquah, WA
" Supreme Boats, Blumenort, Manitoba
"
"
Dedicated to developing world class products and forging strong relationships,
Centurion has been recognized as an innovative industry leader for over 35 years.
www.centurionboats.com • 209-384-0255
17. Credibility Programs
• World events
• Certifications- AWSA
• Pro teams
• Promo programs
• Endorsements
• Tournaments
• Cross promotions
• Alliance partners
18. Top Fuel Hydro
Eddie Knox- Problem Child
• World record holder- 260mph in 4 sec.
• Grand National Show- 50,000 attendees
• Multi-site national races
24. World Wake Surfing Championships
• July 23-25, 2010
• Biggest wakesurfing event
on the planet
• Inclusive with Minneapolis
Aquatennial- Over 1M
visitors
• Exclusive towboat
• Fattest purse to date
• Rising participation
• Top athletes
25. Authorized Dealership
• Create brand exclusivity
• Identify dealerships to consumers
• Adds value, credibility,
confidence
• Assured margins
• Uniform global playing field
• Enhanced territorial advantage
• Enhance Centurion within
dealerships
• Authorized dealer skim board,
window signage, hanging imaging
pieces, POP, education materials,
27. National Demo Day
• Mid June
• Promoted on website
• Tools for dealers
• Wakeboarding Mag email blasts
• Press releases
• Registration/ data capture
28. Banner Program
• 40,000 Wakeboarding
Mag viewers per month
• 30 day program
• Drives consumers to
website and dealers
• Positive trends
29. Website
• New flash intro, multi point
content
• Multi directional links, easy
access
• Video of the month, video library
• Promotional partners
• Live rider content
• State of the art boat builder
• News, events, updates
• Downloads, manuals, artwork
• Technical data, boat profiles
• Gallery
• Parts/ warranty online order/filing
• Print portal
30. Client
• Web based proprietary software
• Consumer leads generated,
forwarded, databased
• Boat builder with complete build,
spec, pricing, printing, data
collection forwarded to dealer
• Print portal for custom printing,
variable quantity, direct fulfillment
• Online access, parts order,
warranty filing, e store, drop ship
31. Boat Builder
• State of the art technology
• Consumer interaction
• Save selection
32. Dealer Locator
• State of the art technology
• Mapping
• Contact info/ archiving instantly transmitted to rep and dealer
35. BEST FEATURES
CENTURION ENZO SV240
1. Amphitheatre 2 Sound: Optional system has upgraded amps, tower speakers and more.
C E N T U R I O N B O AT S . C O M 2. Color-coordinated Dash: The available Color Billet Bezel Dash Kit offers six color choices.
3. Wakesurf Board Racks: With greater size capacity, this optional rig can hold most any board.
209-384-0255 1 2 3
OVERVIEW
Centurion is one of wakesurfing’s biggest proponents, and their Enzo For 360° views | Wake analysis | Editor’s video comments | Interactive photo
SV240 serves up a serious swell for buyers who dream of riding an end- galleries | Complete specs and more, go to waterskimag.com/centurion2009
less wave. Surf-centric performance features — such as the Sideswipe
Exhaust that vents from either side of the boat — qualify this big rig to
pull the World Wakesurfing Championships. Wakeboarding is still the TEST
MEASUREMENTS
Enzo SV240’s roots, though, thanks to an available six-tank ballast sys-
tem with an impressive 1,500-pound capacity that carves large, meaty BOW WIDTH:
wakes that are as good as anything we tested this year. 76 in.
BOW LENGTH:
INSIDE THE BOAT 72 in.
Drivers ride in comfort with the optional Easy-Rider seat that boasts ergo- FLOOR TO
nomic curves and cutaways for ventilation, while the hand-stitched helm TOWER:
84 in.
houses big Faria gauges and easy-to-reach controls. Passengers get above-
24’
average room in the wraparound lounge and expansive bow seating. GUNWALE
HEIGHT:
32 in.
SPECS MAIN
LOUNGE:
Base Price: $66,350 Dry Weight: 4,600 lb. Storage: 105 cu. ft. 65 sq. ft.
Passengers: 16 Load Cap.: 2,924 lb. Fuel Cap.: 46 gal. SUN PAD:
Standard Engine: MerCruiser Black Scorpion 5.7L, 330 hp 27 sq. ft.
Standard Ballast: 500 lb. (Maximum Factory Ballast: 1,500 lb.) PLATFORM:
13 sq. ft.
BEHIND THE BOAT
We tested the SV240 with maximum factory ballast and loved every minute
of our session. At 22 mph and with a 70-foot rope we discovered pro-size 102”
wakes with excellent transitions. The faces are smooth and the landing
zones are big. Overall, we were very impressed with the high quality.
Optimized
wakeboarding wake
Optimized
wakeboarding wake
42 J A N U A R Y / F E B R U A R Y 2 0 0 9 W A T E R S K I M A G . C O M 43
37. AWSA
• Return to 3 event sponsorship
• Promo team
• AWSA certification
38. Client
• Web based proprietary software
• Consumer leads generated,
forwarded, databased
• Boat builder with complete build,
spec, pricing, printing, data
collection forwarded to dealer
• Print portal for custom printing,
variable quantity, direct fulfillment
• Online access, parts order,
warranty filing, e store, drop ship
39. Trade Shows/ Boat Shows
• Banners • Reprints
• Displays • Collateral materials
• DVD • Promotion
• Brochures • Available team members
