Three creative ways to keep your name in front of people For dealers, there’s an old saying that rings true no matter where you’re at or what the economy is doing. It is, “Out of sight, out of mind!” It refers to the fact that dealers need to keep their names and faces in front of people. Keeping your dealership in front of people takes some creative thinking. Here’s three very creative examples of how some dealers keep their names in front of people.
Potzner owns his own graphic arts company and uses these creative talents throughout all facets of the dealership. Step inside the dealer showroom, and there’s a vast array of photos, artwork, and even boats hanging from the ceiling—all created by Potzner. There’s life-sized pictures of the wakeboard team that the dealership sponsors, along with a wall of photos showing customers enjoying their boats. Potzner also painted murals throughout the facility. Outside the showroom, the first thing that catches one’s eye is the wraparound trucks and SUVs in the parking lot. “We cover all our company vehicles with the Atlanta Inboard name and colors, and people always stop to talk with us,” Potzner said. He also noted that the trucks travel all over the Atlanta area, and the wraparounds attract attention, as well as customers. In one instance, Potzner said he stopped at a fast-food restaurant to order lunch. By the time his order had been filled, a group of people had gathered round his vehicle and began asking questions about the paint job, the artwork, and Atlanta Inboard. “We like to have our name in front of people, and you’d be surprised how many people come into the dealership because they’ve seen our trucks,” Potzner said. Be a good corporate citizen With its family orientation, CPM views its responsibility as more than just selling goods and services, but rather as being a leader in both words and actions. Thus, it works with non-profit organizations that help people who suffer with physical and mental disabilities. It works with local agencies and marinas to help promote National Marina Day. CPM is always there to help kids in need. For example, the dealership hosted hundreds of children at Lake Minnetonka as part of a National Marina Day celebration. It even created its own mascot, Marine Man, who shares the fun of boating with kids and adults at boat shows and other local events.
Create your own marketing program
Following the National Anthem at the Sunday shows, Nastala turns up the volume on his boat’s engines and runs it at high speeds on the river to excite the crowd before the ski team appears. “People appreciate our support for the ski team, and they always recognize our boat,” said Nastala. The exposure has helped the dealer triple its revenues in less than five years. It’s also made the boat something of a celebrity among the local communities. “Everyone recognizes the boat around here, and are asking when’s the next time the boat will be back on the river,” said Nastala.
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Wraparounds catch people’s attention 
Rock River Marina sponsors the Rock Aqua Jays, a national champion ski team based in Edgarton, Wis. During the ski’s team’s public appearances on the Rock River, the public address announcer will announce that Rock River Marina is a team sponsor. That is the cue for Dale Nastala, one of the owners, to rev up the engines and drive on the river in his 20-ft. Mirage River racer. The boat stands out, decked completely in red, white, and blue. 
