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This may seem like a strange question but let me explain:
I saw a presentation today from the guy who ran the Marketing arm of Harley Davidson during their turnaround from bankruptcy and bad image to huge success with incredible brand loyalty. A big part of Harley Davidson's come back was in their outreach to the biker community and subsequently to more of the mainstream consumer by changing their retail dealerships AND in building/sponsoring local Harley Davidson Clubs. Harley Davidson figured out that buying an expensive motorcycle wasn't a rational decision but an emotional one. They figured out it was about more than quality, features and benefits, being American built, etc.... It was also about making the consumer passionate about the culture and lifestyle that the motorcycle represented. They differentiated themselves from their competion by becoming the brand of motorcycle to own.
Now Correct Craft is a very different kind of company than Harley Davidson (some would say an opposite). But their consumer (us) is similar in many ways to the bike customer. We are passionate about the lifestyle our Correct Craft represents and IMO we are a very brand loyal bunch. I believe that if Correct Craft took a more aggressive approach at getting their boats and the people who make them, out in front of the boat buying public they could pick up huge market share. If they brought back NOA in the right way it could be hugely successful for them. They have all the ingredients (quality, values, retailers) to dominate the marketplace but IMO they aren't trying very hard. Think about the marketing power this site and the users on it have on the boat buying public! How many boat buying decisions have you influenced? I'm sure a few.
The famous Harley Davidson quote is "I'd rather see my sister in a wh0re house than my brother riding a Honda" Imagine Correct Craft as the Harley Davidson of the boating industry and apply your own slogan....
Your thoughts?
I saw a presentation today from the guy who ran the Marketing arm of Harley Davidson during their turnaround from bankruptcy and bad image to huge success with incredible brand loyalty. A big part of Harley Davidson's come back was in their outreach to the biker community and subsequently to more of the mainstream consumer by changing their retail dealerships AND in building/sponsoring local Harley Davidson Clubs. Harley Davidson figured out that buying an expensive motorcycle wasn't a rational decision but an emotional one. They figured out it was about more than quality, features and benefits, being American built, etc.... It was also about making the consumer passionate about the culture and lifestyle that the motorcycle represented. They differentiated themselves from their competion by becoming the brand of motorcycle to own.
Now Correct Craft is a very different kind of company than Harley Davidson (some would say an opposite). But their consumer (us) is similar in many ways to the bike customer. We are passionate about the lifestyle our Correct Craft represents and IMO we are a very brand loyal bunch. I believe that if Correct Craft took a more aggressive approach at getting their boats and the people who make them, out in front of the boat buying public they could pick up huge market share. If they brought back NOA in the right way it could be hugely successful for them. They have all the ingredients (quality, values, retailers) to dominate the marketplace but IMO they aren't trying very hard. Think about the marketing power this site and the users on it have on the boat buying public! How many boat buying decisions have you influenced? I'm sure a few.
The famous Harley Davidson quote is "I'd rather see my sister in a wh0re house than my brother riding a Honda" Imagine Correct Craft as the Harley Davidson of the boating industry and apply your own slogan....
Your thoughts?
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