[Rhodes22-list] Re: fesh marketing input needed

[stan]

           Dear Rhodies 
       

      General Boats has an issue we would like to bring up with List members.

      It is an issue that a few of you have brought up on your own initiative off List.

       

      Some of you have been concerned as to GBI's physical ending; a few have shown some interest in GBI's financial well being.   We have no plans at the moment for a physical end to the company and if management does disappear the business can probably be handled better by others.  However, with GB's 50th anniversary coming up, we want to start turning this into the profit making organization it was originally planned to be.   One of those needed steps is the subject of this collective e-mailing.

       

      The recycling program was born during a recession when new boat sales ceased almost completely and all the companies that started when we did, were closed - some sold their names but none of the original companies were left.  Boats are made of oil.  Now, not only has the cost of the software (chemicals and fabrics) that gos into building a boat skyrocketed but, with a lower value for the dollar, the cost of boat hardware has gone up.  While we still have a backlog for new boat orders, it is the recycling boats that are the tail wagging the dog.  That tail is beginning to have its wagging dampened by the free meal offered through the List.

       

      While GBI does not advertise directly, or have fancy literature, a tremendous investment is made in attracting sailboat buyers to choose a Rhodes: Boat Shows, demonstration sails, an indecent amount of money spent on a mailing package (like no other company does) for those showing a continued interest, visits to the plant (even the plant guest room and maid service is free) and endless investments in time to convince anyone considering a small sailboat, to make the Rhodes choice.

       

      Many of you who have real jobs are innocent of understanding what the total actual real time cost is to GBI every time anyone manages to sell a Rhodes.  Elton almost committed his first murder one boat show day when one of you innocently stood in front of the display boat telling prospects he knows where they could buy Rhodes direct from owners wanting to sell their Rhodes.  Those of you who may have had some being-in-business experience have an inkling of the endless untold costs that accrue in making your product survive amongst aggressive competition.

       

      Recently a Rhodie sold his boat - and sent us what was about a 5 % broker compensation, saying he realized how much investment we had made in making that sale possible.  We thought that, a la Practical Sailor, maybe the List should have its own "Where Credit Is Due" boxed feature and post his name.  While we spent considerably more than that, making that sale happen, we are very appreciative for the seller's thoughtful and empathetic contribution.  

       

       

      We do not own the List.   It is the members' domain.  Of course the List members do not spend any money on advertising the List location, or even that it exists.  We do feel the List has been an asset for GBI as well as a great therapeutic asset in allowing other subjects beyond boats.   But we wonder how many List members realize that almost the entire rest of the world is only aware of the existence of such a List because General Boats publishes the List's address in its own web site and in its literature and that General Boat's staff directs an endless stream of potential Rhodes buyers to the List's address; potential buyers who have become hot buyers as the result of GB efforts at boat shows and demonstration sails or tours through the plant or responses to e-mails and phone calls (both to the plant and to the house at night).. 

       

      We would like to propose something completely unconventional - something that many of you, at first blush will be against - but may, on second or third thought, come to agree with.  After all, the marketing times are a changing.

       

      When you go to any "free or otherwise" internet program you push a button that says you agree to conditions.  Why can't the List have such a button that must be clicked for entry where the fine print says that, in recognition of the ongoing effort in time and labor and dollars that go into making resale of the Rhodes easier and higher priced than the competition, Rhodes owners agree to a modified 5% brokers fee to be paid when and if they sell their Rhodes.  It probably is not enforceable and the non-Rhodes type crowd will mostly ignore it.  But, like their politics or not, most Rhodies just automatically seem to be in a high class of their own and will opt for the right thing.   

       

      We are open to members input: everything from your saying, "Stop sending pre-sold prospects to the List and take the mention of the List existence off  the GB web site and mailings and go away and don't bother us ever again." to your suggesting that you, " have a better way to stop GB's growing pro bono bleeding".

       

      If you got this far,  thanks

       

      stan/gbi/ec