Portland, OR, Jan. 03, 2017 (GLOBE NEWSWIRE) -- Picture this - A beautiful lake surrounded by trees that turn all shades of green, red, and yellow with the changing seasons. A marina hosting premium quality Cobalt and Bennington boats, their paint shining against the glistening water. Up the hill from the shoreline sits boating’s largest waterfront showroom where customers explore their dreams of boating on North Carolina’s largest lake, the inland sea known as Lake Norman.
Nestled in Sherrills Ford, North Carolina is Lake Norman Marina, a family-owned business founded over 40 years ago by current owner Mark Kale’s parents. In 1974 his father, Griffin “Dip” Kale, co-founded the business. At the time, Mark Kale was only 15 years old. After high school he made the boat dealership his life’s work.
In the earlier years of Lake Norman, which was filled in the 1960s, the dealership was considered to be in a remote location. It had the first commercial floating dock on the lake. In the beginning, with only 2-3 employees, they would sell only about two dozen boats per year. But it was hard, honest work and the Kale family loved what they did, and that passion was all they needed.
Throughout the years, Lake Norman Marina has had its ups and downs, but overall the dealership has thrived – it’s continued to be a staple business in the local market. Recently, the dealership also launched the new Lake Norman Boat Club, a venture to accommodate those who would like the pleasures of boating without the commitment of owning a boat.
“Our employees are our greatest strength,” says Kale, calling “great people” the backbone of the business. According to Kale, the root of their company culture is embodied by their biggest priority - loving their customers and treating them like they would want to be treated. “We have a reputation for excellence because we have superior staff members that go the extra mile in customer service.”
When it comes to advertising their dealership, the Lake Norman Marina team is under no illusions. “I’ve been here since the beginning, and it’s always been said that your number one form of marketing is your front door. Well, our front door has gone from physical to digital. Our website is our front door now,” Kale says.
Marketing manager John Gillette was hired just over one year ago, and one of his first tasks was to find a new website provider that catered to the marine industry. “I was looking at different options for sites - services, costs, and everything else,” Gillette explains of his search process. “The Dealer Spike websites I saw just looked beautiful.”
But that wasn’t the only factor that drew Gillette in. He explains that the level of depth in Dealer Spike’s expertise – not only in site design but also in marketing, search engine optimization (SEO), and all of the other products provided in-house – made Dealer Spike the most comprehensive option. “Other providers fell short,” Gillette says.
“The volume of leads we’ve gotten is multiple fold over previous,” Gillette says of the comparison between Lake Norman’s previous website and its new Dealer Spike site. “I think it’s both a factor of aesthetics - the site is engaging and attracts people - but it’s also a result of our SEO and lead capture forms.”
Lake Norman Marina has received quite a bit of attention as a direct result of the website. A TV show actually reached out to the dealership and asked to film production there earlier this fall, after looking at different local marinas online.
Kale says that the website is second to none in terms of marketing his dealership. “It’s critical. Most people are visual, and I definitely am. Now our site is full-screen with great color and imagery of our facility. Also the layout, and the way our inventory is listed..with this site, the lightbulb just came on for us.”
The Lake Norman Marina team also understands the importance of additional digital marketing tools. “Reputation management is critical for any business,” Gillette says. “If your reputation isn’t managed in some way, it can really work against you. Being proactive is very important.” In addition to reputation management, Lake Norman Marina also utilizes SEO, e-newsletter marketing, and social media to enhance online presence.
“There have been significant economic contractions in the last forty years – many marine businesses didn’t survive, yet we are still flourishing,” says Gillette. “Our reputation and culture are what we are known for. Our community really sees that, and our customers are loyal.”
Record boat sales have led to a 25% increase in full-time staff at the dealership in 2016. Additionally, wet slip and dry storage occupancy, boat rentals, and fuel sales are at record levels for the company. Needless to say, this year was a noteworthy one for Lake Norman Marina, and the team credits Dealer Spike for contributing to that growth.
ABOUT LAKE NORMAN MARINA
For over forty years, Lake Norman Marina has set the standard for excellence in marine products. Because of its superior service, excellent facilities, and quality products at far prices, Lake Norman Marina is recognized as one of the finest marine dealerships in the country today. The Kale family started and continues to operate the company, but the entire team of staff at Lake Norman Marina is what sets it apart.
http://www.lakenormanmarina.com/
ABOUT DEALER SPIKE MARINE
Dealer Spike is a world-wide digital advertising company focused on helping marine dealers increase sales and service profitability through online digital advertising and training. We provide innovative, powerful, distinctive web solutions and tools to thousands of dealers worldwide. Our expertise comes from real-world dealership experience and a passion for listening and responding to our dealers' needs in the marketplace.
http://www.dealerspikemarine.com/