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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
20
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