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Sail-World.com : Andrew Short Marine - Innovative promotion does the job
Andrew Short Marine - Innovative promotion does the job
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'Kylie Short, managing director of Andrew Short Marine with her winning barbecue presented by consultant Ken Evans (left) and Shane Wilson, NSW Regional Manager for Mercury Marine.'
Andrew Short Marine
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Ok, what’s your fancy, a prime sirloin, perhaps, or maybe a T-bone or a porterhouse?
At least a couple of plump lamb chops, surely?
Don’t know what I’m on about?
Let me explain; Kylie Short, managing director of the big Sydney dealership Andrew Short Marine Services, was recently involved in a Mercury Marine outboard engine promotion labelled ‘Merc Month.’
Originally, ‘Merc Month’ was to have taken place in November (2010), but it proved so successful it was extended to last through December as well.
The promotion was aimed, of course, at increasing sales of Mercury outboard engines, and included two-stroke and four-stroke models from 40hp up.
For her efforts, Kylie won a $1000.00 barbecue with all the bells and whistles, hence my comments on various cuts of beef.
You see, on being presented with her prize, Kylie whizzed it away to Ferguson’s Boat Shed at Mosman, on Sydney’s north side, one of the four facilities (two marinas, two showrooms) comprising the Andrew Short Marine ‘Empire.’
So, I figure visitors to the boat shed should be able to order the beef of their choice, quickly grilled to perfection by Kylie Short on her brand new $1000.00 state-of-the-art ‘machine.
Ken Evans, who retired from Mercury Marine as a director after a stellar career stretching back over 25-years, was the prime mover behind the promotion.
Ken claims he ‘retired’, but ‘semi-retired’ is a more accurate description of the boating industry identity; he remains closely involved as a consultant to Mercury Marine, the Boating Industry Association of NSW and, of course, to Andrew Short Marine.
Both he and Mercury Marine were extremely satisfied with the promotion.
'It was an excellent result in what is a very tough market,' he declared.
Although the promotion was aimed at selling engines, rather than boats, the marketing did actually lead to some confirmed boat sales, boats no doubt powered by Mercury outboards.
Andrew Short Marine is renowned for its boat range, which includes Sea Ray, Boston Whaler, Haines Signature and Stacer; the dealership has three times been named Sea Ray International Dealer of the Year.
For further inquires (or to order your cut of beef?) contact Andrew Short Marine, Taren Point, telephone (02) 9524-2699.
Andrew Short Marine Website
by Bob Wonders
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9:38 AM Fri 21 Jan 2011 GMT
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