2011 Best Ideas Panel Mike Davin, Boating Industry Senior Editor

2. 2011 Best Ideas PanelMike Davin, Boating Industry Senior Editor

3. Art Olson, Owner Farm Island Repair & Marine Aitkin, MN 2011 Best Ideas

4. Our Idea Create and Manufacture our Own Dock Line 2011 Best Ideas

5. Why? • Economy went downhill and we were looking for profitable ways to weather the storm. • Boat dealers and dock mfg were closing down which gave us opportunity. • Did not want to layoff employees who are like family. • Wanted to create work during our slow winter months. • We only carried a high end dock line, customers who didn’t want the best would buy elsewhere. • Owner Art has manufacturing background. 2011 Best Ideas

6. When? • 2008, we created wood sectional docks. • 2009, researched existing dock manufacturers. • We then came out with our Classic Dock line with unique advantages, and removable decking. 2011 Best Ideas

7. How? • Our mechanics were instrumental in design, which brought them on board with the idea. • Ordered welding equipment, aluminum and components. • Trained our existing employees • Created sections in 8’, 12’, 16’ and 24’ lengths. 2011 Best Ideas

8. Sales and Marketing? • Created name and logo. • Lead Story on our Brochure. • Created sell sheet with pricing. • We already have existing customer base. • Fall Promotion using Banners for our message. 2011 Best Ideas

9. Results!!! • High profit margins, no dealers - we sell direct. • Great sales, built and sold over 200 docks • Increased dock sales by 100%, 2011 vs. 2010. • No layoffs for full time employees = less unemployment expense. • Mechanics enjoy something different, change of pace. 2011 Best Ideas

10. Rob Soucy, President Port Harbor Marine South Portland, ME 2011 Best Ideas

11. Best Idea: Used Boat Show

12. Used Boat Show - Concept Show is held in late September ahead of winterization and storage season. Created over 15 years ago to replace a new boat show held at our facility. Shows consists of PHM owned used and new boats. Open to brokerage customers as well who: current 6 month listing agreement reasonably price their boat for sale have their boat in show condition willing to “man” their boat during the show Free admission and Free parking Nautical Flea Market – used outboards, leftover or obsolete marine store inventory, etc.

13. Used Boat Show - Benefits Show has averaged double digit unit sales for over 15 years. Single most profitable promotion we run all year. Widest variety and offering of boats at any one time and in any one place. Owners onsite to answer questions and hear feedback regarding their boat. Pre show urgency – the advertising and promotion leading up to the show creates a lot urgency for anyone looking at a boat show boat. Easy to market – used boats can be advertised anywhere.

14. Used Boat Show – Benefits continued The show generates several new brokerage listings. This past fall we took on over 30 new listings as a result of the show. The show also creates new storage and winterization customers if a boat does not sell.

15. In the Water Pre-owned Boat Show By ATLANTIC YACHT BROKERAGE & PORT HARBOR MARINE Where: Spring Point Marina- 1 Spring Point Drive, South Portland. (207) 767-3254 or (800) 262-8652 Fax (207) 767-5940 When: Saturday Sept. 23rd 10:00 – 5:00pm Sunday Sept. 24th 10:00 – 4:00pm Our Commitment: Our commitment is to provide the best atmosphere to help sell your boat! We have committed to a huge advertising campaign using the following sources in order to create the ultimate selling frenzy! TV Stations:Radio Stations: WGME TV CH. 13 WMGX 93.1 FM WMTW TV CH. 8 WHOM 94.9 FM WABI TV CH. 5 - BANGOR WCLZ 98.9 FM WLBZ TV CH. 2 – BANGOR WJAB 95.5 FM TIME WARNERS CABLE NETWORK We will also run several ads in the Portland Press Herald, Maine Sunday Telegram, Lewiston Sun Journal, Bangor Daily News, Uncle Henrys, as well a s on our company website www.portharbormarine.com. We will have 10 professional sales people working at the show who will be dedicated to selling your boat! With our in house financing & closing services, our on call captain orientations and experienced sales staff it is our goal to sell your boat! We will provide you with personalized color hand-outs that contain individual specs & pictures of your boat as well as an enlarged poster size version to keep on your boat during the show. FREE ADMISSION & FREE PARKING

16. In the Water Pre-owned Boat Show By ATLANTIC YACHT BROKERAGE & PORT HARBOR MARINE YOUR COMMITMENT: Your commitment is greatly appreciated and will help us sell your boat! These are a few things you need to do to prepare your boat for the show. Your boat needs to be here no later then Wednesday Sept 20th. This deadline will give us enough time to properly display your boat. (Boats arriving after Sept 20tht, will not be eligible for this year’s show) You will need the boat & trailer registrations along with keys, all cushions, canvas and everything that you are including with the sale of your boat! The boat also needs to be cleaned and ready to be shown to a potential buyer. The boat needs to be ready to sea trial. The slip your boat is in may or may not have a shore power connection. You or a representative will be required to stay aboard your boat during show hours to help answer any questions as well as to regulate traffic on and off your boat. You will be required to sign a 6 month exclusive agreement. Atlantic Yacht Brokerages commission is 10% of the selling price (minimum of $1,000) Your boat will be required to stay here for 2 weeks after the show. You will be responsible to arrange for winterization & storage after October 9th. Please make sure you have adequate lines and fenders to secure your boat! PORT HARBOR MARINE IS NOT RESPONSIBLE FOR BOATS THAT ARE DAMAGEDDURING THE SHOW or after due to uncontrollable conditions including weather. No personal For Sale signs or exchanging of phone numbers with ANY potential buyers. The second page of this packet is an “In the Water Boat Show” listing agreement. After agreeing to the above terms, sign below and best of luck at the show! X_____________________________________________ _____________________ OWNERS SIGNATURE DATE X_____________________________________________ ____________________ OWNERS NAME (PLEASE PRINT) DATE _________________________________________________________________________________________________________ ADDRESS ________________________________________________ ________________________________________________

18. George, Sell or upgrade your 2006 Crestliner! Call John Daggett today to reserve your space at the event. (207) 400-3941 *********************AUTO**5-DIGIT 04062 George Jones 4 116 Sabbady Point Rd Windham, ME 04062-5509 TDTATAAFADTFFTTADDATFDATADATFAAAFFDTTADDFFTFDTTDDFTTTTAFATADAFADD PRSRT STD U.S. POSTAGE PAID PERMIT #99 PORTLAND, ME

19. Joe Lewis, Owner Mount Dora Boating Center Mount Dora, FL 2011 Best Ideas

20. Mount Dora Boating CenterAssurance Program New opportunity and Diversification

21. New Boat Sales Declines • 20% in 2008 • 25 to 30% in 2009 • 13 to 15% in 2010 Over all boat sales (new and pre owned) show a 16% decline in this same period.

22. Bigger Market • A market study in 2004 showed that less than 1/3 of overall boat sales transacted through a dealer. • 2 out of every 3 boats sold in 2004 were sold person to person or “curb to curb” . • We are missing a large part of the market. How do we participate?

23. Overall boat sales for 2004

24. Assurance Program It’s selling our expertise.

28. Eric Splatt, Sales Manager Woodard Marine Hydeville, VT 2011 Best Ideas

29. Tag… You are It

30. TAGS, What are They? • A tag is an image file that look like this • It is linked to videos, advertisements, pictures, or text messages • When you scan the tag with a smartphone or tablet it reads the custom tag and displays the image linked to it on your device • In 2010 we noticed our manufacturers using tags in their catalogs and on packaging

31. Integration within your dealership Woodard marine took this tag concept to the next step We decided to make our own personalized tags for our Sales, Service, and Boat Rental department (coming 2012) In each Department we use the tags differently

32. Sales Department Tags In the sales department, We took each of our walk through videos on our new and used boats and loaded them onto YouTube We then linked the YouTube file to our custom tag maker, which made a tag image for that boat We saved tag image to our files and inserted the tag on our sales flyers for each boat, printed a large tag for the boat itself, and integrated in into print advertisements

33. Examples of Sale Department Tags Sales Flyer for Pre-Owned Boat • Tag Printed on a 8 x 10 sheet, laminated and Displayed on the Boat itself • customers could walk up to the boat in boat shows or the showroom and have their own personalized sales person

34. Service Department Tags In our service department, we utilize the tags in a completely different manner On all service jobs that over $1000, we video taped a small clip of the technician or service manager (about 10-30 seconds) This technician clip is a quick video of the tech telling the customer what Woodard Marine completed on the boat, service suggestions, and maintenance tips for their boat and engine.

35. Service Department Tags We then uploaded the video onto YouTube and linked it to make a custom tag for the customer’s Repair Order We inserted this custom tag on the customer’s repair order and emailed it to them when they picked up their boat The customer could then scan the tag and see their technician giving them special notes and tips on their boat Great CSI Tool!!!!

36. Example of Service Department Tags Example of a Woodard Marine Repair Order Summary Page When you scan the tag it looks like this

37. 8 Easy Steps To Creating Your FREE Tags • Make a video an upload onto youtube, or use a video that is already made on youtube like boattest.com or link to any website graphic , video, or website • Go to www.Tag.Miscroft.com • Create your FREE account • Go to create a tag, copy the youtube video URL (http://....) and paste it into the tag creater • Select save and wait a few seconds to the tag maker to create your custom tag • Render your tag image and save it on your computer as a pdf or jpeg image file • Insert the tag image into your sales flyers, boats, accessories, repair orders, fuel dock… it is endless • Download a tag reader app on your phone or tablet to view your tags (microsoft tag reader, redlaser app)

38. Tag… You are It • Sales Department • We noticed that customers would spend more time in our boat show booths if they are occupied while waiting to speak to a sales person. This is great when traffic is high and you are waiting for a sales person. We would show the customer how to use the tag reader on their phone and it is a free sales tool • Service Department • Face it, all customers love to talk with the tech. This gave our customers a more personalized touch in our service department without having the technician spend quality time speaking with the public, and they were billing more work on more jobs. • Reporting • Miscrosoft tags will keep your tags on file forever and also give you FREE custom reporting of your views of each tag you have created and also the IP address for your demographics AND IT IS ALL FREE!!!!!!

39. Questions?

40. Please Vote!The winner will be announced at tomorrow’s lunch.