Create a Customer
Aug 26, 2025
I have a recollection of a quote from Peter F. Drucker, one of the godfathers of modern-day strategic marketing. He wrote that the only valid definition of a business purpose was to “create a customer”. He also is credited with saying that, “The best way to predict the future is to create it.”
In the August 19th edition of Boating Industry Canada News Week Digest, we wrote about the value of heated indoor storage and how today’s sophisticated, but expensive boats deserve that level of off-season protection. Offering secure, heated indoor storage on a year-round basis, is an appeal that should help to create a customer – an upscale customer at that. Using the environment of the heated indoor storage facility is also a great way to attract the skilled technicians who can best deliver a great boating experience for your customers in the coming season. And there’s more than just that to consider.
I’m always interested in knowing more about the demographics and psychographics of our customers. In a recent edition of the NMMA’ Currents, there was a story that certainly caught my eye; “Consumer Spending Among Wealthiest Shoppers Driving US Economic Growth – Reuters reports resilience in US consumer spending has helped the economy avoid recession in the face of tariff costs. American consumers account for about 70% of economic output, with spending disproportionately driven by the richest 10% of Americans. Mark Zandi, chief economist at Moody’s Analytics, noted that this group, earning at least $250,000 annually, now accounts for half of all consumer spending. Thirty years ago, they accounted for 36%…”
So, who are our most important customers and what do they want?
In recent years, I have seen traditional seasonal waterfront vacation homes being torn-down and replaced by large and impressive year-round homes with central heat and air conditioning. Boat houses have become a clear statement of wealth. Granite counter-tops, custom cabinets and classic millwork grace these homes, some of which are occupied for just a few weeks a year.
Owners of those homes will want a new-looking and performing boat and they have the means to pay for it.
They may be few in number but they are significant in wealth and spending-power. A few years later, when those grand new boats are less grand and shiny, I think we can expect them to be replaced, offering them up to less-affluent second and even third owners. I see the used boat market as being very important to our future. Building the already strong used boat market by creating more customers is a good business idea in my opinion.
I’m predicting the future here, but building the year-round service and storage facilities is a way to create it. Opinions?
Andy Adams – Editor
