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Seminar Descriptions

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Customer Lifecycle Marketing and Modern Marketing:

Speaker: Jeanne Hopkins

Tuesday, June 23, 2015: 8:45 am - 9:45 am

Session Abstract:

In this age of the customer, marketers face three strategic and operational challenges: how to connect with distracted, empowered customers; how to engage customers once those connections are made; and how to nurture customer obsession!  Learn five ways to change your marketing programs to across the Customer Lifecycle to reflect Inbound Marketing techniques by leveraging your expertise.  Don’t get left behind by The Google Machine and learn how your marketing can become more visible and actionable.

 

Applying the Customer Lifecycle to the Sailing Industry:

Speaker: Matt Sellhorst

Tuesday, June 23, 2015: 9:45 am - 10:15 am

Session Abstract:

All boat buyers go thru the Educational Spectrum of a Boat Buyer.  Knowing each step and how best communicate with Researchers, Evaluators and Now Buyers can make all the difference in you making the sale, losing it to a competitor or losing the prospect to the boating industry as a whole.  Building on the information we discovered from the Jeanne Hopkins and applying new insight for the sailing industry.  Matt will walk through the educational spectrum of a boat buyer to reveal the journey a prospect goes through when buying a boat.  See Matt's Boating Industry article The educational spectrum of a boat buyer.

 

Content Strategy:

Speaker: Michelle Girasole

Tuesday, June 23, 2015: 10:30 am - 11:30 am

Session Abstract:

Learn how to define and build your persona (s)(who you are trying to reach) and the kinds of information they want to receive throughout the customer lifecycle. Next, explore how they want the information delivered during the buyer’s journey and best-practices for delivering this content.

 

Digital Marketing and Finding Your True North:

Speaker: Jeanne Hopkins

Tuesday, June 23, 2015: 11:35 am - 12:30 pm

Session Abstract:

Navigating the murky waters of Modern Marketing can find you lost in a sea of acronyms: SEO, PPC, SEM, ROI, CAC.  How can you find the True North of your customer's journey?  Starting with the optimization review of 3 or 4 brave souls' websites from the audience, Jeanne Hopkins will offer a handful of digital marketing tips to leverage immediately in order to improve online visibility, turning your company into an inbound magnet!

 

SEO, Ad Words and Organic Search:

Speaker: Chris Sheehy

Tuesday, June 23, 2015: 1:30 pm - 2:25 pm

Sessions Abstract:

Chris Sheehy of Sidewalk Branding Company will present on the most important elements you can change to increase the online visibility of your business website. From mobile-friendly SEO to keyword research, structured data, and Google AdWords – you’ll learn what is likely to work best for your business in 2015 and beyond.

 

Building Websites That Deliver:

Speaker: Chuck Murphy

Tuesday, June 23, 2015: 1:30 pm - 2:25 pm

Sessions Abstract:

In the ever-evolving world of digital marketing, the most successful businesses stay ahead of the curve. Is your website responsive? Is it easy to update? Does it properly represent your brand and company mission? When you invest in an interactive, engaging website, you invest in your business and the returns can be substantial.

Chuck Murphy, CEO at Boston Interactive, will walk you through the strategy and lifecycle of a website from discovery to launch. With more than 15 years of experience in online marketing, Chuck will help you focus your energy on what matters—creating a comprehensive web presence for your business that drives engagement and increases revenue.

 

Developing and Leveraging Customer Reviews:

Speaker: Matt Sellhort

Tuesday, June 23, 2015: 1:30 pm - 2:25 pm

Session Abstract:

It’s a fact, 80 to 90% of boat buyer’s research online prior to making a buying decision.  During this research, what will they find about your boat business?  Will that information help or hurt a profitable and easy sale? 

During this practical session, Matt Sellhorst will reveal a simple 3-step process to generate a ‘Preponderance of Proof’ for your prospects to find during their online research.  Better yet, this proof will have the 3rd party credibility of Google, Yahoo & Yelp all with little effort and not a single penny in marketing expense.  All attendees will receive a special bonus report just for attending.

 

Integrated Media Strategy:

Speaker: Sally Helme , Eric Braitmayer and Rus Graham

Tuesday, June 23, 2015: 2:40 pm - 3:35 pm

Session Abstract:

This panel will highlight how an integrated media strategy can help drive sales and visibility for your company.

Developing an integrated media strategy for your company is more complex than ever before as marketers need to coordinate their media efforts across print, digital, email, and social channels. What are the options out there?  What is the right mix for your business?  What is the right timing?  Our experienced panel of a leading industry marketer, an ad agency principal and a publisher will share their thoughts and provide practical tips on how to manage this for your business.  

 

Nurturing Prospects:

Speaker: Michelle Girasole

Tuesday, June 23, 2015: 2:40 pm - 3:35 pm

Session Abstract:

Learn the four cycles of the customer buying mindset and best practices for staying in front of prospects as they move through these cycles to becoming first-time customers, repeat customers and brand champions for your business. 

 

Business Ethics Panel: Avoiding Legal Liability:

Speaker: David Bohonnon , Vincent Petrella

Tuesday, June 23, 2015: 2:40 pm - 3:35 pm

Session Abstract:

The purchase and sale of pleasure vessels presents a host of ethical and legal considerations that confront yacht brokers, and dealer’s everyday in their transactional practice. Understanding local, state, federal and international legal trappings which might apply to your set of facts and the ethical protocol that should be known by any yacht broker.

 

Building a Consolidated Digital Program That Helps You Boost Your Business and Maintain Your Sanity:

Speaker: Mari Anne Snow

Tuesday, June 23, 2015: 3:40 pm - 4:50 pm

Session Abstract:

There’s lots of pressure to “go digital” these days and lots of compelling reasons to do so. Yet trying to make sense of all the options can seem overwhelming, expensive and difficult to manage. By choosing the digital tools that best support your business goals you give yourself an upwind advantage. In this session, we’ll sort through the options and chart the digital course that will put you on the right digital tack.

 

Growing Sailing Leadership Group:

Speakers: Sally Helme, Lou Sandoval, Charlie Nobels, Jack Gierhart, Don Durant and Wayne Burdick

Wednesday, June 24, 2015: 8:30 am - 9:30 am

Session Abstract:

Join Growing Sailing Leashership Group as they lay out the frame work for a bold campaign to raise the visibility of sailing and begin changing perceptions - national and local elements; targeting new sailors and energizing inactive sailors; focus on engaging local sailing organizations - schools, community sailing, yacht clubs; grass roots initiative leveraging previous and current programs from NMMA and Sail America, and fully engaging the industry.

 

Best Practices of the Industry:

Speaker: Stanton Murray, Charlie Zechel

Wednesday, June 24, 2015: 9:45 am - 10:45 am

Session Abstract:

This panel will highlight some of the best practices where the sailing industry is working with non-industry partners including Community Boating Centers, Yacht Clubs and Youth Organizations to help grow sailing and get more people on the water.

 

Survival and Growth: Lessons from the Ski Industry:

Speaker: Nate Fristoe

Wednesday, June 24, 2015: 11:00 am - 12:00 pm

Session Abstract:

Twenty years ago the ski industry was facing the departure of the Baby Boomer and a potential significant contraction of its core market if new participants weren’t introduced to the sport. Isolating the points of leverage the industry could effectively manipulate to reverse this trend took a great deal of dedication. Further growing the sport has taken a constant vigilance in identifying emerging new threats and realigning strategies accordingly. This presentation will highlight what sailing can learn from skiing, both in terms of successes achieved and mistakes made.

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