‘Most have good intentions for sales and marketing but rarely have the time and opportunity to realise them,’ started Angus. ‘However, it’s easy to achieve quick wins with simple and practical marketing activities.

‘Identify the key marketing activities and evaluate their relationship with sales activity over all channels, such as distributor networks, retail activities, direct sales exercises, sponsorship and event participation.

‘Look at distribution,’ he explained. ‘Many companies ask distributors what they’re going to do for them, rather than treating them as a major customer and giving them the tools to succeed.

‘Create a web intranet or extranet to house the key marketing material they need, like pictures, artwork, press releases, point of sale material etc.’

Inevitably we moved on to boat show activity. ‘I always ask why the company is taking part in the show and what are the objectives? “We have always done it” isn’t an acceptable reply! You must drill down into the reasoning behind participation.  

‘Examples of good practice exist and it’s pleasing to see companies in the Superyacht UK pavilion at the Monaco Yacht Show managing long-term plans. They start with an exploratory visit, exhibit in the UK pavilion and then take large individual space as a major marketing launch. This stepping stone approach ensures companies continually review and develop the role at key exhibitions in their marketing and sales planning.

I asked Angus to sum up the activity. ‘It’s encouraging to see more and more examples of good practice our industry leaders are following. We just need to ensure this filters down.’

Tom Chant, international commercial manager, will be taking over the next column.