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I also stopped any newspaper advertising in the Minneapolis paper... Why? I found out our ad
was only being shown behind the pay-wall. If you don’t test out your marketing, it’s amazing
the amount of money you waste. Instead I now use CraigsList as a replacement of the “old
school” classifieds.

Speaking of wasting money… Google Adwords used to be a huge revenue suck. But I took
ONE $19 course on Udemy, learned one secret, and in one hour saved $19.00. Constant
education is needed to stay up with marketing trends.

I am a social media guru, I have a blog and I’ve developed a technique called the Infinity
Marketing Machine. It’s the concept of moving your business one step beyond social media
marketing to social marketing. Moving from “one and done” customer interaction to the
“infinity customer”. It’s a strategic procedure of developing systems capture and keep your
own database. Direct mail and email accomplish this task at a very basic level. I spent the
better part of summer 2017 developing and implementing the technique to make what was
originally my theory, a reality.

Has it worked?

We started 2016 with 22 boat club members, we completed 2017 with 48 boat club members. I
sent out one email this summer and within 45 minutes generated a sale of a $600 water mat, the
second and third sales came within 3 hours. I had a customer stop in this summer and sign up
TWO winter storage boats this fall because he received our weekly email newsletter and just
“love” us. I can continue, but in short YES, this does work and it’s the most effective
marketing system you can implement. It is not easy but it is worth it. The three examples I
stated have generated over $83,000.

I stated earlier what I stopped in regards to
advertising. The Infinity Marketing Machine requires
advertising, but targeted. You continually need to get
your messaging out. I will advertise ONLY on front
page of our local newspaper and if I choose a trade
publication it will either be front or back page. I also
believe any advertising with the local high schools is
money well spent. High School advertising often
translates into prospective employee applications.
Now, back to Gary Vaynerchuk’s, “Market to the
year we’re living in”

I advertise using the format our customer desires.

Let’s talk about High School Students. I use Snap Chat. It works “sort of”. I’m more
concerned with swipes than with usage, however, usage is awesome. But have you ever in a
million years thought that you can take your company imagery and directly target the machine
in the pocket of the under 18 market of your local high school in just the area of their Football
game? Dang, you can. It costs about $5. I have tried SnapChat at the Minneapolis Boat Show,

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