JULY 2012
Surf Expo on the Horizon SVP, GLM Shows
Manufacturer Profile
Retail Spotlight
Guest Editorial by Jessi Blakley
Roy Turner Adrenaline Watersports Published by the
Liquid Force Leveraging your Digital Brand +MEMBER DIRECTORY
1
LETTER FROM HEADQUARTERS
Latest News The WSIA Board of Directors meets three times per year. The Summit in the Snow board meeting sets the pace for the
Ultimate Water Sports Handbook Another project that holds
would love to see you there.
Invasive Species The WSIA has taken the lead
year. We then follow up with a
high value for our members is the
in developing a program that all
teleconference board meeting in
Ultimate Water Sports Hand-
boat members will use to help
June and close the year with our
book. Dan Miller from Skier’s
stop invasive species from travel-
board meeting in September at
Choice and Wayne Wilson from
ing from lake to lake via water
Surf Expo. That teleconference
Malibu Boats have taken the
ballast tanks. We are working with
meeting functions as a check
reigns of this project to undertake
an organization that represents
point on all the plans that are set
a complete rewrite of this water
16 Western States. MasterCraft
forth during our Summit meeting.
sports instructional guide. This
developed a filtration system and
In other words, it’s report time, we
handbook is included with each
is willing to share the technology
are half way through the year, and
of the member boat company’s
with all of its fellow boat manu-
the board wants to know if we are
collateral with the delivery of
facturers.
making progress.
each and every new boat. This
That is what makes the WSIA
project is scheduled for comple-
so valuable for its members, co-
have been up to. A new chairman
tion in time for a full board review
operation for the good of all.
has been selected to head up
in September.
So, let’s share with you what we
Survey of Sales
our warnings committee. Please welcome Aaron Kramer, President and CEO of Kwik Tek. WSIA’s warnings have become one of the cornerstones of real value to membership in the WSIA. Aaron’s company is the largest inflatable manufacturer
Each year the WSIA pro-
13 The 2013 Summit in the Snow
duces a Survey of Sales. This document is important for us to be able to report to the various agencies we work with to tell them just how big
in the world and his leadership
site has been selected. The
the water sports industry is. We
in this very important commit-
Steamboat Grand in Steamboat,
do not track market share. We
tee will be welcomed. We thank
Colorado will play host to this
only report on the total size of a
Gordy Holmes for all his years of
industry gathering of water sports
given product category.
leadership and have convinced
leaders March 5-7, 2013.
him to stay engaged in the committee’s work.
2
boat than Crested Butte. We
The board decided on this new
The 2012 report is finished and available to our members free of
venue due to more carriers and
charge and is availble for sale to
frequency of flights into Steam-
nonmembers.
of water sports equipment. This will include SUP’s as well as all the
September 6th, 7th and 8th should be on everyone’s calendar if you are in the water sports
this year’s show has already
and wakesurf boards. Plan on ar-
exceeded that from last year’s
riving about noon to enjoy all the
so we are looking forward to a
activities. Be sure to check out
great show with plenty of new
www.SurfExpo.com for additional
items, and brands to see. Return-
updates.
ing brands are reserving larger spaces. This indicates that our manufacturers are seeing an im-
manufacturer, cable park opera-
provement in the economy. Your
tor, or run a wakeboard camp or
participation in this show is what
school, Surf Expo is the place to towed water sports and if you are serious about your business, this annual event shouldn’t be missed. The WSIA has enjoyed an 18year relationship with Surf Expo and it is fair to say we have all come a long way. We are not only excited about another year with Surf Expo, but the economy is showing signs of loosening up and with that will come additional business opportunities for all of us. As you plan your trip to Orlando in September, we would encourage you to make some additional notes for some mustattend events. An exciting Demo Day has been planned for you at the Orlando Water Sports Complex on Wednesday, September 5. This is the same location as last year’s successful event. The marketing team at Surf Expo has once again put together a great day of demos with all the leading brands
Booth space reservations for
traditional boards, skis, skates,
industry. If you are a dealer,
be. This is the only trade show for
at the same time.
makes it all work. We have always Thursday night will once again
known that towed-watersports is
feature the annual Wake Awards
unique and resilient. That is now
and the WSIA Leadership
more apparent than ever.
Awards. This, too, has become
If you have yet to book your
a must-attend event! All festivi-
flight to Orlando, don’t delay! We
ties will be on-site so no need to
look forward to seeing you at Surf
get in a car to travel to an offsite
Expo. Please make sure to stop by
venue. The editors at TransWorld
our WSIA booth.
WakeBoarding magazine will produce an exciting evening of recognition to all of our outstanding athletes while the WSIA will honor those manufactures and dealers that truly lead this industry. New to this year’s Wake Awards will be an online and on-site silent auction to benefit charity. This is new for us and we have already contacted some of the industry’s legends to get some one-of-a-kind collectible items that every shop—or personal boathouse—in America would
Sincerely,
love to have. Check out WSIA.net
Larry Meddock
for more details on how you can
WSIA Executive Director
bid on some of these rare treasures and benefit a great charity
Together we can do what none of us can alone
3
MANUFACTURER PROFILE
Liquid Force Talking with Tony Finn, Don Wallace & Jimmy Redmon What is Liquid Force’s global distribution?
Tony Finn: Throughout my career, we have focused heavily on international distribution. It’s fun and you get to travel all over the world and meet cool people and go wakeboarding. We currently are distributed in over 60 coun-
Another day at the office with Tony Finn.
tries. With the growth of cable and also our kiteboards, you don’t need a boat to enjoy our prod-
product category has grown and
an entirely new category called
ucts, so we are really growing
been redefined, and new ones
Hybrids that feature precision
internationally. Our biggest mar-
have been created.
wood-composite CNC cores,
kets are the US, Germany, France,
Ten years ago, LF introduced
England, and Australia. We also
controlled flex with a Grind base
sell lots of stuff in some secret
models; now we produce 58 dif-
for the ultimate ride behind the
countries that nobody else knows
ferent models of wakeboards and
boat or in the park.
about yet, so we can’t mention
wakeskates that incorporate our
them here.
Grind base technology. Over this same period, our
Ten years ago, we introduced the first concave wakeskate with Thomas Horrell and Cassette.
What category of product made
highest end pro models boards
Now we are continuing our love
by Liquid Force has seen the
have been redefined from sig-
and commitment to wakeskating
greatest change in the last 10
nature series designs to become
with the Obscura crew and 14 dif-
years?
Jimmy Redmon: Over the last 10 years, EVERYTHING has changed at Liquid Force! Every
4
offering rebound, response, and
the Grind base boards with two
ferent models of wood, compos-
going to be packages, especially
ite, split-deck, and hybrid decks.
the Harley package. Harley’s
Our bindings have evolved from the first molded EVA Suc-
performing/looking board at a
tion boots to our new patented
reasonable price has really made
line of lightweight hardware-less
that setup take off! We are pretty
form fitting bindings available
much sold out of his products and
in all shapes, styles, and sizes in
it’s mid-June!
17 different models. These new Jimmy Redmon
BY THE NUMBERS
60
Countries with Liquid Force products
58
Different models of wakeboards and wakeskates using the Grind base technology
17
Different models hardware-free bindings
14
Different models of wakeskates
13
Different models of wakesurfers
popularity, combined with a great
In addition to those items, the
boots fit better than ever, and are
wakesurf market continues to
the most secure and comfortable
expand rapidly. This is probably
boots we ever built.
the first year that we’ve really
Lastly, ten years ago when we
been prepared for the category’s
wakesurfed, it was on our own
growth because we have a good
surfboards on a flat day. Now, LF
amount of inventory and a very
has 13 different models of special-
diverse wakesurf product line. We
ized boards for all styles of wake
have pro level skim-style boards,
slayshing and skimming. The only
pro level surf-style boards, and
thing that hasn’t changed is our
great entry level wakesurf boards.
love of FUN!!!
Everything seems to be doing really well this season, but to
What is currently the best-selling
summarize, it’s been Hybrids at
LF product in the 2012 model
the international and cable level,
year?
Harley’s at the core pro shop level,
Jimmy Redmon: This question
and wakesurfers everywhere!
really depends on which segment of the market we’re talking about.
The LF BROstock event recently
From our International depart-
took place. Besides throwing one
ment, it’s going to be anything re-
of the best wake-related parties
lated to cable. The Hybrid boards
all year, what is the business/
are flying off the shelves! We have
marketing strategy behind the
a really diverse lineup and all of
event?
the boards seem to be rocking.
Tony Finn: BroStock does not
This is the case in the US cable
have a business strategy. The
retail locations, as well.
whole idea of it is to have fun and
Boat products won’t sell as well as anything with a Grind base at the cable retailers. On
have a contest where it’s not so serious. We invite all the best athletes
the flip side, you ask a pro shop
in the world, regardless of brand
that doesn’t have a cable park by
affiliation, and EVERYBODY HAS
it, and the answer is most likely
A GREAT TIME!
5
MANUFACTURER PROFILE If you haven’t been to Brostock,
people how to wakeboard and
working with.
it’s hard to explain it, but every
watch how happy they are when
Taking care of a customer can
pro athlete tells me it’s their favor-
they get up, make their first turn
mean a lot of things, too. We look
ite event of the year!
or get air for the first time!
for dealers that have a knowl-
Let’s hear it for Lake of the BROZARKS!!!
The Ride Free Deal is an exten-
edgeable, enthusiastic staff. If
sion of this idea. We teamed up
their staff is excited about the
with the best cables around the
products they sell, the end user is
Explain the thinking behind your
world and said, “ Buy a Liquid
always going to get dialed in with
various partnerships with cable
Force board and you can ride free
equipment that is best for them.
parks, like your Free-For-All
for a day.”
events and the Ride Free promotion for your 2012 boards.
This has been super success-
We also look for dealers that service their customers by put-
ful for everybody as it is getting
ting on great events to keep
more people to buy boards, and
them excited about the sports of
boat for $1,000 and I shared it
then getting them out on the
wakeboarding, wakesurfing, and
with two other people. We had a
water.
wakeskating. We bring a lot of
Tony Finn: I bought my first
great time on that boat! One of
great events to our dealers, but
the things that always bugs us
In your opinion, what attributes
we have some dealers that have
about wakeboarding, is that it’s
make the best dealers/shops
put on great events of their own
an expensive sport to participate
stand out from the rest?
that keep their customers excited.
in. With cables, we can actually
Don Wallace: Every dealer and
There are so many other recre-
let people RIDE FOR FREE! How
every territory is different, but
ational activities that consumers
cool is that??
there are a few things that the
can choose from, so we need
standout dealers ALL do. It really
dealers that keep giving them
people out on the sport, it’s
comes down to customer service.
reasons to stick with wake.
AMAZING! We all like going to
The dealers that take care of their
Free For Alls, because it’s re-
customers the best are the ones
service equation is taking care of
ally gratifying to teach so many
that we’re most excited about
the customer after the purchase.
We are stoking so many new
Another piece of the customer
If something doesn’t fit properly or if the customer has a warranty issue, a solid dealer is the one that will take care of the customer and not just pass them along to us. The dealer is the local extension of our brand and the great dealers make our job really easy! How does LF work with your dealer network to increase sales and build your customer base?
Don Wallace: Besides always Don Wallace and Matt Gleason show off the new LF catalogs.
6
trying to provide the best, most
innovative product year-in and
customers.
The key rule/guideline for us to
year-out, we have a lot of ways
In addition to that, we make
remember each day, each post,
that we try to help each dealer’s
sure we have the best group of
each re-tweet is that everything
business grow. We try to market
riders/ambassadors in the world
must have a purpose. We don’t
our products, riders, and brand
riding our gear. Not only are Har-
want to chatter online just for the
as much as possible to keep the
ley Clifford, Bob Soven, Melissa
sake of talking. Every channel that
name Liquid Force in the minds
Marquardt, Aaron Reed, Tom
we create to represent the brand
of every wake consumer. If our
Fooshee, and the rest of our team
must carry a purpose, mission,
name is the first name that pops
the best at what they do on the
and corresponding value.
into their minds, we believe we’ve
water, they’re great off the water,
helped drive traffic to Liquid
as well.
Force accounts. We also focus on making du-
They spend a ton of time teach-
We want to work smart, and get the most bang for our buck. We don’t want to dilute or over
ing enthusiasts ways to have
saturate the message. Our goal
rable product that performs like
more fun on the water. Whether
is to inform, educate, and always
we say it will. If the customer buys
they are at one of our Free 4
have a purpose so that all Liquid
a Watson Hybrid from Shop X,
All cable events or at one of our
Force content is relevant to the
we want to make sure that they
on-water boat demos, they really
consumer.
have a great experience on that
understand that the future of our
board, and feel satisfied with
sport depends on keeping cur-
What are your predictions for
their purchase decision. If they’re
rent customers stoked, as well as
the future? What aspect of water
satisfied with our products, they’ll
getting new participants involved.
sports do you seeing growing
have good thoughts about the
There isn’t a secret to success in
the fastest over the next 1-2
dealer that sold it to them.
this industry… you simply need to
years?
We really put pressure on
have fun doing what you’re doing
Tony Finn: The future is really
ourselves to make sure that we
and keep giving customers and
bright for all aspects of wake-
help the dealers by providing the
potential customers a reason to
boarding and Liquid Force. Wake-
best quality product that they can
jump on the LF party train!
surfing is obviously a growing
stand behind.
and super fun sport. Wakeskating Liquid Force has an active pres-
will see a resurgence, and wake-
What is LF’s strategy for retain-
ence online and on social media.
boarding will grow because the
ing customers and building
Do you have any particular
boat guys are coming out with
customer loyalty?
“rules” or guidelines that you
some insane boats and the board
follow in those posts, comments,
and binding technology keeps
etc?
improving so everybody can have
Don Wallace: The #1 thing is providing the best product available. Luckily Jimmy, Daw-
Don Wallace: We see social
ley, Leverett and the rest of our
media and online marketing as
crew continue to come up with
an integral and solid chunk of the
full size and 100 two-tower cable
the best designs in the market. It
overall marketing plan. This piece
systems in the US in five years,
makes my job of selling/market-
of the pie continues to slowly
and 100 full size and 200 two-
ing really easy. Without good
grow day to day, as it’s a new and
towers in ten years. This will obvi-
product, we are not able to retain
often uncharted journey.
ously grow the sport.
more fun on the water. Also, there will be at least 50
7
EMPLOYEE OF THE MONTH
Roy Turner SVP, GLM Shows, producers of Surf Expo position as show director and SVP
to everyone as the final decision
for GLM Shows in 2009.
will affect labor rates but will also improve the look and feel of
As someone that works with
the show as well as services we
lots of different people, what
provide.
are your key principles when it comes to your daily interactions
What advice would you give to
and responsibilities?
a manufacturer/exhibitor that is
There’s a quote that says, “continuous learning is continuous
tember?
Roy Turner
living.” Each day I get to talk with
How did you get your start in the
a great group of entrepreneurs,
exhibitors, new and old, would be
Event/Surf Expo business, and
enthusiasts and industry veterans
to reach out to potential retailers
how long have you been in your
alike and I can honestly say I learn
early, set aggressive appoint-
current position?
something everyday.
ment schedules and work with
I started my relationship at the
As for responsibilities at Surf
The best advice I could give to
Steven Fisher, our buyer rela-
very first Surf Expo in Florida as
Expo, I approach all contacts as
tions manager for boardsports, to
a retailer—more than 35 yeas ago
partners–not just customers, treat
help identify new or key retailers
—and I believe that I am the only
everyone fairly, and never apolo-
that could help you grow your
person on staff that has never
gize for making a dollar because
business. (You can reach Fish at
missed a Surf Expo.
it is a business.
sfisher@surfexpo.com).
years as a surf retailer, I was also
With the September Surf Expo in
ing starts well before you get
able to be the founder of the
Orlando around the corner, what
to the booth. Our Board Demo
Board Retailers Association,
is keeping you busiest right now?
Day, September 5 at OWC, is a
Also, trade show market-
Near the conclusion of my 25
8
preparing for Surf Expo in Sep-
whose premise is to help educate
We have a great team at Surf
and support small specialty retail-
Expo and run a pretty flat organi-
great opportunity for retailers to try your products before their
ers in the board sports business.
zational chart, so we have a large
appointment at the show. Plus,
Lori Kisner and the Surf Expo
group of shared responsibilities
we have a lot of new advertis-
team were strong supporters of
including Operations, Marketing
ing opportunities, starting at
the BRA, and through that con-
and Buyer Relations. If I had to
just $300, that exhibitors should
nection I was able to expand my
single out my largest task at the
take advantage of. Doog Becker,
relationship with the surf brands
moment it would be negotiating
dbecker@surfexpo.com, can help
and in 2007 I accepted the posi-
our service contractor agree-
with all that.
tion of Buyer Relations Director,
ments for the next three years.
and then moved to my current
These negotiations are important
What are the most important
both exhibitors and attendees.
Something I noticed at the
things an attendee/buyer/dealer
We do all of our online work in-
recent IRCE trade show, which
should know to make the most
house and feel we provide the
is held for Internet retailers, was
out of Surf Expo in September?
tools for a successful show, as
that the exhibitors on the floor
well as service our base with news
represented the full business
and product updates throughout
cycle of online retail; from web
the year.
design, to online/social marketing,
1. Reaffirm existing relationships 2. Look for product trends 3. Identify new vendors 4. Shop beyond specific product category 5. Arrive onsite with a game plan including open to buy, appointments and a list potential new product/ exhibitors 6. Go to Board Demo Day – free shuttle, free lunch too (sorry, had to add just one more)
Our digital show magazine is a great example of how we can improve content, incorporate video
team utilize your website, social media to build or enhance your business? I am very proud of our use of online for communicating with
order fulfillment. Going forward, our partnership
and more readily distribute across
might include other elements es-
multiple platforms. Going forward,
sential in completing the business
our parent company, GLM Shows,
cycle of wake, waterski and boat-
is working to bring other digital
ing. The door opens for design,
products online this year includ-
construction products, lift & dock,
ing online catalogs, new product
oil/fuel, accessories and freight/
marketing opportunities, clear-
logistics.
ance marketing opportunities and How do you and the Surf Expo
to order entry/accounting and
By replicating the tradeshow
an image-based product/vendor
floor with new technologies and
search for our growing retail base.
like products, we better replicate what retailers and exhibitors are
What advice would you give to
dealing with in the marketplace.
the Wake-related participants of Surf Expo to help grow and improve their section of the event?
Caption.
9
10
11
RETAIL SPOTLIGHT
Adrenaline Watersports Mike Bell, Owner/Founder How long has Adrenaline Water-
a very light crew. Two fulltime
fortunate to hook up with Inland
employees — Myself and Michele
Surfer when they started in 2002.
Partin (who started with me when
They are our top-selling Wakesurf
we opened Adrenaline) and one
Brand, followed by Hyperlite.
part-time employee, Trevin Sims.
sports been in business, and how did it get started? This June I celebrated 35 years in the waterski business. Adrenaline opened in 2000, after I quit
How do your online sales comWhat is the best selling product from each of the major categories you sell? We sell Hyperlite, Liquid Force,
Online business is stronger in off season, and in-store sales are strongest during the season.
my job at Wiley Skis after manag-
CWB and Ronix in wake. Pro
That allows us to be a year-round
ing it for 23 years.
model wakeboards have gotten
watersports store and we don’t
real soft in the last few years, but
need to switch to snow gear in
Describe the size of your busi-
package sales are still increasing.
the winter.
ness.
CWB and Hyperlite packages sell
We are a 1,900 sq. ft. store located in Bellevue, Washington. Our yearly gross is $850,000
the best. WakeSurf has the biggest growth each year, and we were
to $900,000. We operate with
Adrenaline Watersports, during the big Summer Sale.
12
pare to your in-store sales?
How do your international sales compare to domestic? International used to be huge
for us till a couple of years ago. The factories have put ship restrictions on current year products, so we are unable to ship outside of the country for current year product. I estimate it cost us $250,000 a year in sales. What category of product is most profitable for you? Tubes, Tubes & Tubes!!! They need to be replaced every year or two, and everyone can use them. What aspect of your business has shown the most growth in the last 12 months?
Waterskis and Wakesurfers on display
Slalom waterskis are showing a slow growth each year. Tube sales are growing every year, and Wakesurf is now an accepted sport, so sales are growing there every year. How do tradeshows like Surf Expo impact your business? Trade Shows were great when there were new companies popping up, but 80% of the factories are within 20 minutes of our store, so we just visit them directly. What do you predict for the retail side of water sports in the next 1-2 years? I predict more kids moving from wakeboard to slalom, wakesurf to still keep growing, pro model wakeboards will continue to downslide and I can’t ever buy enough TUBES.
Tubes, tubes tubes!
13
GUEST EDITORIAL
Leveraging Your Digital Brand to Effectively Tell Your Story By Jessi Blakley, APR
astonishing growth and power of
from corporate websites, HTML
Concensus Communications
social networks and the prolifera-
emails and blogs to Facebook
tion and effectiveness of video
and Twitter. It’s no longer accept-
marketing, companies can no
able to assume that if someone
Facebook page. But does it work?
longer ignore the changing times,
wants to learn about your com-
In this new marketplace, where
relying on old and outdated com-
pany they will request a corporate
people are more empowered
munication strategies and tactics
packet of branded materials from
to act on and use your informa-
to develop winning campaigns.
brochures to swag.
tion, companies that understand
What used to be translated
Congrats, you have a corporate
If I want to learn about you, I
they have to become the media
though expensive advertising and
“Google you”… from my smart-
instead of relying on traditional
marketing collateral, now has to
phone. Then I check out your
media will be tomorrow’s mar-
compete with the immediacy and
corporate Facebook page, and
ket leaders. In the wake of the
prevalence of new media outlets,
see if we share any common friends. In between ski sets, I’ll see if you are an authority on Twitter
Most brands have a good story to tell. You have a good story to tell, perhaps...
among certain key words, and see if your products really wow me on YouTube. I will seek the reviews,
• The triumph of the little man becoming a Fortune 500 CEO.
opinions, and blogs about you from people who are “like me” and reflect my life.
• The grassroots support that kept the lights on through the recession. • The human capital that fuels a company’s success through hard work and dedication. • The amazing technology that propels us into the future.
What people know about companies in this digital age, is what’s online, and more often than not, it’s coming from third-party sources and not your corporate office. You must take hold of these new media platforms, and tell your own story, the way it needs to be told, so that it gets told correctly. Because, if you
We all have a story, but the question is: How are we telling our story, and is our storytelling effective?
14
don’t tell your story, somebody else will (and already is). Brands who are succeed-
REALITY CHECK To test your company’s digital branding, follow these steps and see if what you find is what you would want your next buyer to see.
1
Google an obvious industry term, product category or phrase (e.g. inboard boats, life jackets, wakeboard, waterski). Does your corporate website appear on page one? Two? Ten?
2
What if you search that term or phrase in Twitter? YouTube?
3
Are the comments on your pages mostly positive?
4
Is your company accurately depicted among popular industry blogs? Product review sites?
5
What percentage of your following (likes/friends) represents your actual market share?
6 7
How do you stack up against your competitors? Are they posting more frequently? Do they have a larger following? Are your prospects talking about them? Are your key messages reflected on all these sites, or is the message confused or inaccurate?
15
GUEST EDITORIAL ing in this new marketplace are
They are embracing the opportu-
that enable them to reach new
leveraging these new tools to
nity to expand their reach beyond
stakeholders and develop bound-
their advantage: GE, Coca-Cola,
geographic borders and capital-
less tribes of influencers. In telling
Starbucks, GM, to name a few.
ize on the many new platforms
your story effectively, you can
NAVIGATING THE NEW COMMUNICATIONS LANDSCAPE
• Establish social media goals and targets.
• Establish guidelines. Who are your corporate
More than 3 billion videos
What business goals do
voices/authors? How will
are viewed each day on
you wish to accomplish?
you manage responses
YouTube, reaching 120
(Sales, brand awareness,
and what are your policies
million U.S. viewers or
etc.) Which audiences are
for negative posts?
about one third of the
you targeting? (Prospects, users, media, etc.)
• Establish measureable objectives.
entire U.S. population.
• Create a plan for customer engagement.
Once cost prohibitive is now easily affordable and easy to disseminate. Its
Establish guidelines for
effectiveness has been
response times, approval
lauded as the best way
What is your benchmark
chain, and policies
to boost SEO (aka drive
for social media success?
for negative remarks,
traffic), so what are you
(Bolster online retail sales,
responses.
waiting for?
increase followers, diffuse issues, etc.)
• Outline the strategic game plan. There should be different
• Centralize your content.
outlet/platform: Facebook, Twitter, Google+, YouTube.
• Create a content calendar. Build a media timeline with fixed events.
• Promotions and marketing.
Most brands drive traffic
Traditional tools must
to their corporate website,
support integrated
where you can become
campaigns. Advertising
your own news bureau.
should include social widgets, marketing
strategic plans for each
16
• Create dynamic video content.
• Aggregate information. Share content that relays your key messages. Create and maintain the chain of communication.
campaigns can drive social promotions, boost followers.
become a leading voice in your
Where Facebook followers may
and you need to ensure you have
industry, you can be perceived as
drive business for your busi-
the right strategies in place to
the market leader, even if you are
ness, YouTube may be selling for
leverage these new marketing op-
not. You can build a following of
another.
portunities.
people, a tribe, that is ready to
There are some very important
Getting your company’s new
buy your products, promote your
tenets of navigating this new
media communications organized
services, advocate your position,
communications landscape, and
(or reorganized as the case may
or defend you.
I’ve listed a few on the opposite
be) and creating a plan for contin-
page. It’s not enough to simply
ued maintenance will be the key
egy before, this new digital era
own a piece of the social media
to targeted engagement and new
does not offer a one-size-fits-all
pie these days. As its name sug-
business opportunities. So, you
solution. How one manufacturer
gests, if you’re not being social
have a corporate Facebook page
reaches its prospects may be
than you just don’t belong – but
– what’s your story?
quite different than a local retailer.
believe me, you want to belong
Like many a marketing strat-
ABOUT THE AUTHOR Jessi Blakley, APR is an accredited public relations professional with more than a decade of experience managing high-stakes communications campaigns from Fortune 500 companies to startups and entrepreneurs, including CNN, Burger King, Ruth’s Chris, Lake Nona, ZOM and WSIA. A published author and presenter, Jessi’s practice at Consensus Communications in Orlando includes business development, media relations, social media, video marketing, issues management and crisis communications. She can be reached at jessi@onmessage.com, 407.608.5905 or @Jessi_Blakley.
17
MEMBER DIRECTORY MANUFACTURERS: BOATS
Argotrak
HO Sports
Rave Sports
Naples, FL 239-300-2197 www.argotrak.com
Redmond, WA (425)-885-3505 www.hosports.com
St. Paul, MN 651-255-4805 www.ravesports.com
Aquaglide
Indmar Products Co.
Rixen Cableways GmGh
White Salmon, WA 509-493-4938 www.aquaglide.com
Millington, TN 901-353-9930 www.indmar.com
Deachau, Germany 498737-54700 www.rixen-seilbahnen.de
Cape May, NJ (609) 780-6326 www.cwsboats.com
Boaters Insurance Marine
Inland Surfer
Roswell Wake-Air
Bellevue, WA 425-747-6055
Fineline Industries
Boatfun Sports, Inc
Cocoa, FL 321-890-7120 www.roswellwakeair.com
Correct Craft Orlando, FL (407) 855-4141 www.nautiques.com
CWS Boats
Merced, CA (209) 384-0255 www.centurionboats.com
Liberty Township, OH 513-379-0506 www.boatfunsports.com
Malibu Boats
Bonnier/Transworld Wakeboarding
Merced, CA (209) 383-7469
MasterCraft Vonore, TN (423) 884-2221 www.mastercraft.com
Sanger Boats Fresno, CA (559) 485-2842 www.sangerboats.com
Skier’s Choice Maryville, TN (865) 983-9924 www.skierschoice.com
Tige Boats Abilene, TX (325) 676-7777 www.tige.com
MANUFACTURERS: EQUIPMENT Acme Propellers Big Rapids, MI 888-661-2263 www.acmemarine.com
AM Skis Orlando, FL 407-412-5971 www.amskis.com
18
Winter Park, FL 407-628-4802 www.bonniercorp.com
Jet Pilot Vista, CA 760-734-111 www.jetpilot.com
Rathgar, Dublin, Ireland 353-1-4914170 breatheboardwear.com
New London, OH www.kentwatersports.com
Denver, CO 303-733-3722 www.airhead.com
Liquid Force Camaro USA Kent, WA (253) 867-5735 www.camaro.at
Encinitas, CA (760) 943-8364 www.liquidforce.com
Masterline USA Connelly Skis Lynnwood, WA (425)-775-5416 www.connellyskis.com
Oakland, FL (407) 342-5284 www.masterlineusa.com
Nash Mfg / Nash Sports Custom Chutes, Inc. Bradenton, FL 941-753-4818
Fort Worth, TX 800-433-2901 www.nashmfg.com
DECKadence
O’Brien International
Ft. Lauderdale, FL 954-536-3660 www.marineflooring.net
Redmond, WA 407-852-2424 www.obrien.com
Eagle Sports Houston, TX 800-862-4424 www.eaglesports.com
Orlando, FL 407-353-4286 thewakeparkproject.com
Kent Sporting Goods
Kwik Tek Breathe Boardwear
Sesitec
Pacific Watercraft Redmond, WA 206-257-2301 www.solowatersports.com
Griffin Boards
Pleasurecraft
Denver, CO 303-815-5161 www.bluegriffins.com
Little Mountain, SC www.pleasurecraft.com
Slingshot Sports Hood River, OR 509-427-4950 www.slingshotsports.com
Sport Dimension Carson, CA 310-320-7873 www.sportdimension.com
Square One Dist. Issaquah, WA 425-369-6850 www.squareoneco.com
Top of the Dune Mary Esther, FL 850-855-4335 turn-key-marine.com
Unit Parktech, AG Roesrath, Germany 4.92206E+12 www.unit-parktech.com
WOW World of Watersports Boystown, NE (402) 516-8034 www.wowwatersports.com
XSR Xtreme Storage Rack Twin Falls, ID 208-431-1118 www.boardstoragerack.com
ZF Marine LLC
Central Valley Marine
Dartmouth, MA 401-261-1964 www.zf-marine.com
Campbell, CA 408-371-6681 www.cvmarine.com
Zup Board Company
Conneaut Lake Navigation
Liquid Sports Marine
Conneaut Lake, PA 814-382-3255 www.navcompany.com
Orlando, FL 407-281-7909 www.liquidsportsmarine.com
Dockside Marine
Marine Outfitters
Ilmington, IL (815) 476-7802 www.docksidemarine.net
Charleston, TN (423) 336-1088 www.marine-outfitters.net
Driport Marine
Marine Sales Group
O’Fallon, MO (636) 978-9999 www.driport.com
Charlotte, NC 336-918-6821 www.marinesalesgroup.com
East Coast Flightcraft, Inc.
MarineMax, Inc.
Middleton, MA 978-777-1721 www.eastcoastflightcraft.com
Clearwater, FL (727)-531-1700 www.marinemax.com
Fort Fremont Marine
Mattos Marine Diesel Services
Williamsburg, VA 757-870-8900 www.zup.com
DEALERS Action Water Sports of Fenton Fenton, MI 810-629-1342 actionwater.com
Action Water Sports, Inc. Hudsonville, MI 810-629-1342 actionwater.com
Adrenaline Watersports Belevue, WA 425-746-9253 adrenalinewatesports.com
American Marine & Motor Sports Shawano, WI 715-526-4300 www.americanmarina.com
Barefoot Central Katy, TX 281-395-9751 www.barefootcentral.com
Bart’s Water Sports North Webster, IN (574)-834-7666
Salt Lake City, UT 801-973-4017 www.marine-products.com
Nautique Central Anstead QLD, Australia 61-7-5679-2246 www.nautiquecentral.com
Elizabethtown, NC 910-247-6201 www.nautiqueparts.com
Nautiques of Orlando Orlando, FL 407-425-2678 www.orlandonautiques.com
Offshore Marine, Inc
Fremont, WI 920-446-3220 www.fortfremont.com
Richland, MI 267-627-4507 www.gulllakemarine.com
Fort Myers, FL 239-332-2515 www.mattosmarine.com
MC Boats of Arkansas Conway, AR 501-513-2628 www.mcboats.com
Gunnells Marine Greenwood, SC 264-223-2275 www.gunnellsmarine.com
Memphis Boat Center Memphis, TN 901-744-4444 www.memphisboatcenter.com
Idaho Water Sports Burley, ID 208-678-5809 www.idahowatersports.com
Branchville, NJ (973) 948-7177 www.offshoremarinenj.com
Omaha Marine Center
Gull Lake Marine
Miami Ski Nautique Miami, FL 305-438-9464 www.miamiskinautique.com
Island City Watersports
Omaha, NE 402-339-9600 www.omahamarinecenter.com
Overby Marine Sales/ Service Littleton, NC (252) 586-3593 www.overbymarine.com
Overton’s Greenville, NC www.overtons.com
Pacific Nautiques Pacific, WA 253-833-4140 pacificnautiques.com
Parker Business Planning
Cumberland, WI 715-822-8337 islandcitywatersports.com
Midwest MasterCraft Crystal, MN 763-533-9666
Orlando, FL 407-843-8808 parkerbusinessplanning.com
JC Sports
Missouri River Marine
Pellaton Enterprises
Great Falls, MI
Brentwood, CA 209-815-2013 www.sbcglobal.net
Boulder Boats Boulder City, NV 702-293-1122 www.boulderboats.com
Elkhorn, WI 262-742-3898 lauderdalelakesmarina.com
MP Marine Products
Nautiqueparts.com
BoardCo. Inc Springville, UT 801-747-3539 www.boardco.com
Lauderdale Lakes Marina
Seneca, SC 864-882-4212 www.skijcsports.com
19
MEMBER DIRECTORY Performance Ski & Surf
Watercraft Sales
J.D.Q. Inc.
SD Watersports
Orlando, FL 407-859-7544 www.perfski.com
Three Lakes, WI 715-546-3351 www.watercraftsales.com
Lake George, NY 518-668-4644 lakegeorgerecreation.com
Lake Buena Vista, FL 407-939-0754 www.sammyduvall.com
Redline Watersports
Waterskis.com
Just Chute Me
Sea Isle Parasail
Madison, WI (608) 838-0838 www.redlinesports.com
Crystal, MN 763-533-9666 www.waterskis.com
Destin, FL 850-333-3984 www.parasaildestin.com
Linwood, NJ (606) 602-3465 www.seaisleparasail.com
Russell Marine
White Lake Marine White Lake, NC (910)-862-3688 www.whitelake.com
Marco Island Water Sports
Siesta Key Watersports
Alexander City, AL (356) 212-1465 www.russellmarine.net
SD Watersports
Wilson Watersports
Lake Buena Vista, FL 407-939-0754 www.sammyduvall.com
Edmond, OK 405-330-0526 www.wilsonwatersports.com
Sebago Watersports
PARASAIL OPERATORS & MANUFACTURERS
Marco Island, FL 239-777-9977 marcoislandwatersports.com
Nutin Fancy Fishin, Inc Dunedin, FL
OBX Parasail, LLC Raymond, ME (207)-655-7547 www.sebagowatersports.com
Silver Lake Marine
Aquatic Adventures
Silver Springs, NY 585-237-5185 www.silverlakemarine.com
Panama City, FL 850-236-8677 www.pcbeachadventures.com
Smooth Water Sports
Atlantic Watersports
Ganesvoort, NY 518-793-5808 www.smoothwatersports.com
N. Myrtle Beach, SC 843-272-2420 atlanticwatersports.net
The Twister Ski Shop
CWS Tours
Blair Athol Adelaide, SA 61428826400 www.twister.com
St. Thomas, VI (340) 775-9360 www.viwatersports.com
The Wakeshop DHL & SKI Nashville
Daytona Beach Parasail
Old Hickory, TN 615-330-0655 www.thewakeshop.net
Daytona Beach, FL 386-547-6067 www.daytonaparasailing.com
Estero Island Parasail VS Marine Atascadero, CA 805-462-BOAT www.vsmarine.com
Wakeboards.com Crystal, MN 763-533-9666 wakeboardwarehouse.com
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Ft. Myers Beach, FL 239-440-2270
Holland America Ft. Lauderdale, FL (206) 626-8091 www.hollandamerica.com
Manteo, NC 252-573-8909
Paradise Parasail Ft. Myers, FL 239-433-4337
Sarasota, FL (727)642-2876 siestakeywatersports.com
Sky Pirates Watersports Destin, FL 850-837-5797 skypirateswatersports.com
Skys The Limit Watersports, Inc. Dunedin, FL (727)389-2209
Smile High Parasail Parasailing the Harbor Dallas, TX 214-317-0845 parasailingtheharbor.com
St. Augustine, FL 904-819-0980 www.smilehighparasail.com
Top of the Line Parasail Gloversville, NY 607-272-7245
Dunedin, FL 727-403-8807 www.clearwaterparasail.com
Pleasure Island Parasail
UFO Parasail
Pinky’s Parasail
Orange Beach, AL 251-609-0244 pleasureislandparasail.com
Lahaina, HI 808-661-78836 www.ufoparasail.net
Quepos Parasail
Watersports4U
Marco Island, FL 239-970-0618
Bayamon, Puerto Rico 787-306-7667
Radical Rides
Xtreme Parasail, Inc.
Pensacola Beach, FL (850) 934-9743 www.radicalrides.com
Honolulu, HI 808-737-3577 www.xtremeparasail.com
Sage Sailing
YOLO Watersports, Inc.
Surfside Beach, SC 843-232-8383
Captiva, FL 239-472-9656 www.yolowatersports.com
CABLE PARK OPERATORS Action Sports Parks Chester Springs, PA 484-354-3096 www.actionsportsparks.com
Adrenaline Adventures Headingly, Canada 204-800-2060 www.adrenalinemb.com
Brownstone Exploration & Discovery Park Portland, CT 866-860-0208 www.brownstonepark.com
Cable Sk8 Homestead, FL 602-663-2623 facebook.com/cablesk8
Red Rock Wake Park
FW Murphy
IWWF
St. George, UT 801-867-0241 www.redrockwakepark.com
Tulsa, OK 918-633-3952 www.fwmurphy.com
Polk City, FL www.iwsf.com
Texas Ski Ranch
Indexic, Inc
New Braunfels, TX 830-627-2843 www.texasskiranch.com
Mt. Pleasant, SC 800-742-4781 www.indexic.net
Wake Island Watersports
Label Industries
Mission Bay Aquatic Ctr
Pleasant Grove, Canada (415) 747-4119 wakeislandwatersports.com
Sportspower Wake Nation Fairfield, OH 513-846-4063 www.wakenation.com
Orlando, FL 407-353-4286 thewakeparkproject.com
Western Oasis Wakeplace
Hexagon Wake Park
Minden, NV 775-315-2468 www.wowwakeplace.com
ASSOCIATES
Jibtopia Wake Park Bartlett Lake Marina
Miami Water Sports Complex Hialeah, FL 305-476-9253 miamiwakeboardcomplex.com
Orlando Water Sports Complex Orlando, FL 407-854-1800 www.orlandowatersports.com
Land o Lakes, FL 800-937-3716 www.tear-aid.com
ASSOCIATIONS, FRIENDS & SCHOOLS AWSEF
Cave Creek, AZ 480-221-0503 www.bartlettlake.com
Polk City, FL 863-324-2472 www.waterskihalloffame.com
Belter Insurance
Dive and Marine Consultants
KC Watersports Paola, KS 913-783-4300 www.kcwatersports.com
Edgewood, NY 631-254-2155 x145 www.swimline.com
Tearepair, Inc.
Lafayette, LA www.cajunxcables.com
Chapel Hill, NC 919-801-0083 www.jibtopiawakepark.com
Altadena, CA (626) 456-1969 www.sportspowerltd.net
Swimline Wake Park Project
CajunXcables
Roxboro, NC 336-263-6412 www.hexagonwakepark.com
Knoxville, TN 865-691-5141 www.labelindustries.com
Willows, CA 1-800-540-2258 www.belterinsurance.com
Boating World 949-660-6150 www.boatingworld.com
Coleman Company Wichita, KS 316-832-3084
David Layne Ashland, KY
(SDSU) San Diego, CA
USA Water Ski Polk City, FL 863-324-4341
Wake School Argentina Buenos Aires, Argentina 5411-4728-0031 www.wakeschool.com.ar
Wakescout San Juan Capistrano, CA 949-496-2178 www.wakescout.com
WWA Lake Alfred, FL (407) 362-7841 www.thewwa.com
REPS Luc Adams NRS Rep Moscow, ID luc@nrsweb.com
Matt McDevitt MasterCraft Maryville, TN matt.mcdevitt @mastercraft.com
Chris Owen
Boca Raton, FL www.dmci.com
MasterCraft chris.owen @mastercraft.com
First Flight Insurance Group
Zane Schwenk
Kitty Hawk, NC 252-261-1903 x230 www.firstflightinsurance.com
Zane Schwenk, Inc. Winter Haven, FL activerep@aol.com
International Tournament Skiing
Parker Stair
Groveland, FL 352-429-9027 www.jacktravers.com
MasterCraft Vonore, TN parker.stair @mastercraft.com
21
Bottoms Up
Don’t Let Boating Under the Influence Turn Your Life Upside-Down 19% of all recreational fatalities are alcohol related.
The U.S. Coast Guard asks all boaters to take a safe boating course and always Boat Responsibly!
www.uscgboating.org