The Rising Tidecast

The Rising Tidecast is your go-to podcast featuring personal stories, marketing strategies, industry insights, and lessons learned from experts in the marine industry. Join host Steve Govel (director of Rising Tide Film) as we talk all things boating and fishing, sharing valuable conversations to elevate your brand and captivate your audience.

009 - Being Intentional: Growing A High End Marine Carpentry Business with Jason and Crystal Lucas 10/06/2024

009 - Being Intentional: Growing A High End Marine Carpentry Business with Jason and Crystal Lucas Summary Jason and Crystal Lucas are the husband and wife team behind Southern Craftsman Marine, specializing in fine marine carpentry. They have a big following on Instagram and are known for their excellence in craftsmanship. Jason's love for the ocean started from growing up on the water and working on headboats, which eventually led him to marine carpentry. Crystal, on the other hand, had a background in biology and education but learned about marketing during her political campaign. She applied her marketing knowledge to their business and started using Instagram to showcase their high-quality work. Their intention is to build a successful business that allows them to travel and work together. Crystal and Jason attribute their success to a combination of social media marketing and their reputation for high-quality craftsmanship. They intentionally target their ideal clients and showcase their attention to detail and visually appealing finished products. They emphasize the importance of being genuine, honest, and providing a superior product or service. They have also strategically stocked up on rare teak lumber due to international sanctions, ensuring they have the best materials for their projects. They value building relationships with their clients and prioritize repeat business. Crystal and Jason discuss the importance of intentional planning and logistics when traveling for work, including shipping tools and equipment to different locations. They highlight the need for a cache of tools in each region they work in and the benefits of buying certain items locally. They also emphasize the joy of working together and the satisfaction of being able to do what they love while being together. Their favorite destinations include Los Cabos and the United Arab Emirates, and they share their love for fishing, particularly rooster fishing and trout fishing. They also provide insights into teak maintenance and the importance of professional sanding. Connect With Steve Govel | | | | Connect With Crystal & Jason Lucas | Takeaways Jason's love for the ocean started from growing up on the water and working on headboats. Crystal applied her marketing knowledge to their business and started using Instagram to showcase their high-quality work. Their intention is to build a successful business that allows them to travel and work together. They are grateful for the growth and success they have achieved and are excited for the future. Combining social media marketing with a reputation for high-quality craftsmanship can lead to success in the industry. Being intentional about targeting ideal clients and showcasing attention to detail can attract the right customers. Genuineness, honesty, and providing a superior product or service are key factors in building a strong reputation. Strategic planning and stocking up on rare materials can ensure the availability of high-quality resources for projects. Building relationships with clients and prioritizing repeat business can lead to long-term success. Intentional planning and logistics are crucial when traveling for work, especially when shipping tools and equipment to different locations. Working together as a couple brings joy and fulfillment, and being able to do what they love while being together is a dream come true. Los Cabos and the United Arab Emirates are among their favorite destinations for work. Teak maintenance requires regular professional sanding to ensure longevity and preserve the wood's appearance. Sound Bites "I always grew up on the water." "I can tell you everything that's wrong with a project before I can tell you what's right with a project." "We're getting phone calls from people who are the top of their field and they're calling you because you're the top of yours." "They love to see a transformation, the before and after." Chapters 00:00 The Genesis of Southern Craftsman Marine 12:15 Navigating the Marine Industry Together 24:39 The Power of Social Media in Business Growth 36:50 Intentionality in Craftsmanship and Relationships 49:26 The Future of Travel and Work in the Marine Industry /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/33348472

008 - Nona Pederson of Yessss to Growth 09/22/2024

008 - Nona Pederson of Yessss to Growth Summary Nona Pedersen, the founder of Yessss to Growth, shares her expertise in helping marine businesses thrive through fast and effective growth. She emphasizes the importance of understanding the needs and goals of clients and working backwards to create a marketing strategy that delivers results. Nona also discusses her passion for the marine industry and the satisfaction she gets from helping businesses rediscover their passion and achieve success. She highlights the significance of storytelling in marketing and the importance of finding the purpose behind every marketing activity. In this part of the conversation, Nona Pedersen and Steve discuss the importance of understanding the target audience and solving their problems. They emphasize the need to focus on the benefits of the product or service rather than just the features. They also highlight the misconception that marketing is black magic and the misconception that marketing is easy. Nona shares that many businesses in the marine industry struggle with uncertainty and are looking for guidance and confidence. They discuss the power of storytelling in building a successful brand and the importance of making the customer the hero of the story. Building a memorable brand requires consistent communication and building a loyal fan base. The goal is to make an impact and resonate with potential customers, even before they become customers. Brand is not just about the visual elements, but also about who you are as a whole and how people perceive you. It's about creating a sense of belonging and connection. For businesses starting out, it's important to choose a brand name that is not tied to yourself and to clarify your values. Established businesses should identify their most valuable brand and align their strategy accordingly. Connect With Steve Govel | | | | Connect With Nona Pedersen | | | Takeaways Understanding the needs and goals of clients is crucial in creating an effective marketing strategy. Rediscovering passion and purpose in a business can lead to growth and success. Storytelling is a powerful tool in marketing, and finding the purpose behind every marketing activity is essential. The marine industry is built on passion, and marketing should reflect the enjoyment and fun associated with boating. Marketing should be integrated into all aspects of a business, including operations, team culture, and recruitment. Understand your target audience and focus on solving their problems. Highlight the benefits of your product or service rather than just the features. Don't fall into the misconception that marketing is black magic or easy. In times of uncertainty, businesses in the marine industry are looking for guidance and confidence. Use storytelling to make the customer the hero of the story. Focus on building a customer-centric brand. Consistent communication and building a loyal fan base are key to making a memorable brand. Brand is not just about visual elements, but also about who you are as a whole and how people perceive you. Choosing a brand name that is not tied to yourself and clarifying your values are important for businesses starting out. Established businesses should identify their most valuable brand and align their strategy accordingly. Boating is a welcoming community and a great way to make networking connections. Sunblock, a hat, and alcohol are must-haves for a day out on the water. Sound Bites "If you can be as targeted and as focused and also monitoring it as you go, that's what works and that's what gets results." "Not listening to features, but actually telling them how they're going to benefit from this and how it's gonna make their days on the water better or whatever it is that you're selling." "Marketing is being really targeted and really focused...It's just if you pick a couple of things and you do them really well and you own it, that's how you grow a brand." "Marketing is not black magic. It's so much more than just, you know, like we're doing this and we're doing that." "How do you make yourself memorable so that when the time comes... they're gonna think of the brand that resonates the most to them." "If you can use your marketing and your messaging to help build that loyalty even before they're a customer, then when that moment comes, they don't even consider anyone else." Chapters 00:00 The Passion Behind Marketing in the Marine Industry 02:56 Understanding Yes Marketing and Its Approach 06:11 Nona's Journey in the Marine Industry 08:56 The Importance of Relationships and Community 12:07 Marketing Strategies for Marine Businesses 14:50 Navigating Challenges in the Marine Industry 18:10 The Role of Storytelling in Marketing 20:51 Building a Strong Brand Identity 24:04 Advice for New and Established Marine Businesses 26:53 Rapid Fire Questions and Closing Thoughts /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/33113647

007 - Andrew Stubbs of Onboard Engineering 09/08/2024

007 - Andrew Stubbs of Onboard Engineering Summary Andrew Stubbs, one of the directors at Onboard Engineering, shares his journey in the marine industry and the challenges of starting and growing a business. He emphasizes the importance of customer service, trust, and building relationships. Stubbs also discusses the brands they work with, such as Mercury, MAN, Yanmar, Volvo, Seakeeper, and Caterpillar, and the exciting new technologies in the industry, including stabilization systems and electronic management systems. Andrew talks about his experiences in the industry and the importance of enjoying your work, about the changes in technology and electronics in the field and shares some of his favorite projects, including a V10 rebuild in Malaysia. Stubbs also emphasizes the importance of building a positive and fun work culture, as well as the impact of marketing and social media on the marine industry. He offers advice for aspiring marine mechanics and highlights the need for passion and continuous learning in the field. Connect With Steve Govel | | | | Connect With Andrew Stubbs | | | Takeaways Customer service and building relationships are crucial in the marine industry. Trust and reputation play a significant role in the growth of a business. Working with reputable brands like Mercury, MAN, Yanmar, Volvo, Seakeeper, and Caterpillar adds value to the business. New technologies, such as stabilization systems and electronic management systems, are revolutionizing the industry. Teaching and mentoring young apprentices is rewarding and helps shape their careers. The marine industry has seen significant changes with the integration of technology and electronics, making it essential for marine mechanics to have knowledge in these areas. Stubbs shares some of his favorite projects, including a V10 rebuild in Malaysia and a crankshaft repair on a 52 Viking. Building a positive and fun work culture is crucial for employee satisfaction and customer service. Marketing and social media have played a significant role in promoting products and attracting customers in the marine industry. Passion and continuous learning are key to finding joy and fulfillment in the marine mechanic profession. Sound Bites "Reputation is everything." "The new Seakeeper ride, they don't like me calling it a trim tab system, but it's a trim system or a stabilizing system for sort of faster boats and smaller boats at the moment, but it'll be industry leading again." "The biggest changes is the electronics and monitoring as well as engine monitoring." "We did a fantastic V10 rebuild in Malaysia. That was very interesting." "If you play together, you stay together. You got to enjoy each other's company. You got to enjoy doing what you do." Chapters 00:00 Andrew's Passion for the Marine Industry 08:21 From Andrew Short Marine to Onboard Engineering 17:28 The Importance of Customer Service and Building Relationships 29:21 Working with Reputable Brands 31:39 The Exciting Future of the Marine Industry 32:37 Mentoring and Shaping the Careers of Young Apprentices 33:33 The Impact of Technology and Electronics in the Marine Industry 34:02 Favorite Projects: V10 Rebuild in Malaysia and Crankshaft Repair on a 52 Viking 37:25 Building a Positive and Fun Work Culture 47:37 The Role of Marketing and Social Media in the Marine Industry 50:00 Finding Joy and Fulfillment in the Marine Mechanic Profession /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32938022

006 - Eric Sorensen of Sorensen Yachts 08/25/2024

006 - Eric Sorensen of Sorensen Yachts Summary Eric Sorensen, a renowned naval architect and author, shares his journey in the boating industry and his expertise in boat design and performance. He discusses the importance of seaworthiness and hull design and emphasizes many key points for boats to have a smooth and comfortable ride. Eric's experience in boat reviews and competitive analysis has given him a deep understanding of what makes a boat perform well and be desirable. Eric discusses the value of data-driven insights in improving boat design and the impact it has on both customers and dealers. Eric also emphasizes the significance of treating people with kindness and sharing knowledge to build strong relationships. We also dive into what it takes to start a boat brand, which Eric is doing with Sorensen Sea Boats and Sorensen Yachts. He talks about the challenges and the importance of networking in the industry. Eric highlights the power of authentic storytelling in marketing and the need to purchase a boats designed based on how it will actually be used. Connect With Steve Govel | | | | Connect With Eric Sorensen | | Takeaways Seaworthiness is a crucial factor in boat design, and it includes elements like sharp entry, freeboard, and a fine hull design. Hull design impacts the boat's performance, including its speed, stability, and ability to handle waves. Helm ergonomics, including visibility and the placement of controls, are important for safe and comfortable boat operation. Boat buyers should pay attention to factors like visibility from the helm, height of the cockpit deck, and overall design and functionality when choosing a boat. Understanding the physics and hydrodynamics of boat design can help boat owners make informed decisions and improve their boating experience. Data-driven insights are crucial in improving boat design and providing value to customers and dealers. Treating people with kindness and sharing knowledge builds strong relationships. Starting a boat brand requires funding, infrastructure, and careful consideration of profitability. Authentic storytelling in marketing creates a genuine connection with customers. Boats should be purchased based on how they will actually be used. Sound Bites "If this bow hits a wave, it's going to enter much more gradually. And you're going to feel that as a smooth, comfortable ride and a non-injurious ride." "A boat should turn like a bicycle and it should heel. We call it healing when it's the dynamic forces making the boat move around." "If you want to go out with the swells and where the waves are, there should be lots of freeboard in the bow to keep the ocean out of the boat." "Why would you buy a boat that's not going to run well?" "A salesman who's better trained, better motivated, more confident, because he understands the product more and he knows a lot more about selling and closing than I ever will." "Enthusiasm is contagious, right?" Chapters 00:00 Introduction and Competitive Analysis 07:49 Early Boating Experiences and Love for Boat Design 11:02 Influences from Coast Guard and Navy Days 14:21 Transition to the Recreational Boat Industry 17:12 Distilling Complex Concepts for Everyday Boaters 23:20 Key Considerations in Boat Design 29:02 Influencing Boat Builders and Improving Designs 35:29 The Value of Data-Driven Insights 38:45 Building Strong Relationships 44:28 Challenges in Starting a Boat Brand 57:30 The Power of Authentic Storytelling 01:05:25 Designing Boats Based on Usage /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32727152

005 - Sam Short of Short Marine 08/11/2024

005 - Sam Short of Short Marine Summary Short Marine is a boat dealership that aims to make boating easy and enjoyable for customers. The founders, Sam and Ryan Short, were inspired by their father's legacy and the impact that boating can have on creating memories and living better lives. They started the business with a focus on service and have since expanded to offer a full end-to-end solution for boat owners. Their unique offering, which includes in-house mechanics, electricians, shipwrights, detailers, and antifouling services, sets them apart from other dealerships. They prioritize customer experience and constantly listen to their customers' needs to improve their offerings. Short Marine's vision is to deliver the best boating experience in the world. They focus on building a brand that stands for something and connects with people on a deeper level. Their content marketing strategy, including Short Stories, has helped humanize the brand and attract both customers and top talent. The company culture is centered around a clear vision and mission, and they invest in their team and relationships. Short Marine is constantly seeking best practices and aims to be the best in the industry. They are currently focused on sales and marketing to adapt to changes in the market. Connect With Steve Govel | | | | Connect With Sam Short | | | Takeaways Short Marine aims to make boating easy and enjoyable for customers by offering a full end-to-end solution. They prioritize customer experience and constantly listen to their customers' needs. Mentors and supporters, like Peter Gregg, have played a crucial role in their success. Boating can have a significant impact on creating memories and living better lives. Building a brand that stands for something and connects with people on a deeper level is essential for long-term success. Content marketing, such as Short Stories, helps humanize the brand and attract customers and top talent. Having a clear vision and mission and investing in the team and relationships are key to building a strong company culture. Constantly seeking best practices and striving to be the best in the industry drives growth and success. Adapting to changes in the market, such as focusing on sales and marketing, is crucial for continued growth. Sound Bites "We want to build a business that makes boating easy and enjoyable" "Short Marine aims to make boating easy and enjoyable for customers" "Short Marine offers a full end-to-end solution for boat owners" "If you're serious about building a business that isn't just a hobby, I think it's absolutely essential to spend the time reflecting on why you're doing what you're doing." "Having a real purpose behind what you do and how that actually impacts the employees is huge." Chapters 00:00 The Inspiration Behind Short Marine 09:22 Building an End-to-End Solution for Boat Owners 19:30 The Role of Mentors in Short Marine's Success 31:06 The Impact of Boating on Creating Memories and Living Better Lives 32:29 Building a Brand that Connects 41:57 Focusing on Sales and Marketing 49:30 Building a Strong Company Culture 56:15 The Power of Content Marketing 01:02:24 Striving for Excellence 01:04:19 Living with Purpose /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32525687

004 - Capt. Daniel Klein of Pursuit of Giants Gamefishing 07/27/2024

004 - Capt. Daniel Klein of Pursuit of Giants Gamefishing Summary Captain Daniel Klein shares his passion for fishing and his journey in the marine industry. He discusses his early memories of fishing with his grandfather and how it evolved into a lifelong passion. Kleiny talks about the thrill of catching marlin and the challenges of being a captain. He also highlights the importance of building trust with boat owners and the value of saying yes to opportunities. Kleiny shares his excitement for new technologies in the industry, such as searchlight sonar and gyro stabilizers. He emphasizes the significance of providing a great food and dining experience for clients on board. In this conversation, Capt. Klein discusses the importance of content creation in the fishing industry and shares his experiences as a captain on the Great Barrier Reef. He emphasizes the role of social media in attracting clients and building trust, as well as the need for high-quality footage to showcase the full fishing experience. Kleiny also provides advice for aspiring captains and highlights the behind-the-scenes work involved in running a successful charter business. The conversation concludes with a discussion about Kleiny's plans for the future. Connect With Steve Govel | | | | Connect With Capt. Daniel Klein | Takeaways Fishing can be a lifelong passion that starts with early memories and evolves into a career. Building trust with boat owners is crucial for success as a captain. Saying yes to opportunities can lead to valuable experiences and career advancements. New technologies, such as searchlight sonar and gyro stabilizers, are game-changers in the marine industry. Providing a great food and dining experience enhances the overall client experience on board. Content creation is crucial in the fishing industry, as it helps attract clients and build trust. Social media plays a significant role in promoting fishing charters and showcasing the full fishing experience. Aspiring captains should focus on gaining experience and obtaining the necessary certifications. Running a charter business involves a lot of behind-the-scenes work, including maintenance and scheduling. Raft-ups are a unique and enjoyable experience in the fishing community. Sound Bites "I just loved it. I always felt a bit of a connection with the water." "They're the ultimate fish really to catch for a game fishermen." "If you can say yes, just do it." "I'm going to bring that sauce all over the world." "It's just important to be on their radar and to have good quality footage." "It's about that feeling too that you get when you watch an actual film about it versus just a quick recap of the highlights." Chapters 00:00 Childhood Memories and a Lifelong Passion 05:18 Building Trust and Success as a Captain 14:53 Embracing Opportunities and Advancements 24:29 New Technologies in the Marine Industry 26:20 Enhancing the Client Experience with Great Food 27:37 Introduction and Signature Dish 28:28 The Importance of Content Creation 29:26 Building Trust and Attracting Clients 31:13 Advice for Aspiring Captains 33:28 The Behind-the-Scenes Work of Running a Charter Business 36:18 The Unique Experience of Raft-Ups 47:39 Future Plans for Pursuit of Giants /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32312547

003 - Art Hill of Rogue Marine Business Advisors 07/18/2024

003 - Art Hill of Rogue Marine Business Advisors Summary The conversation explores the importance of storytelling and differentiation in marketing for marine businesses. It highlights the need to captivate an audience emotionally and deliver on unique selling points. The guest, Captain Art Hill, shares his journey from working in advertising to becoming a captain and starting his own marine business. The conversation touches on the similarities and differences between the advertising industry and the marine industry, emphasizing the importance of understanding the target audience and their pain points. Art also shares a thrilling fishing story and discusses the challenges of the digital marketing landscape, including the use of AI. In this conversation, Stephen Govel and Art Hill discuss the power of storytelling in marketing and the importance of creating content that resonates with the audience. They emphasize the need for both quick-hitting content and evergreen, emotionally-driven content. They also highlight the value of networking and building relationships in the marine industry. The conversation concludes with a fun segment where they imagine boat models named after their owners' personalities. Connect With Steve Govel | | | | Connect With Art Hill | | | Takeaways Storytelling and emotional connection are crucial in marketing for marine businesses. Differentiation is key to standing out from competitors. Understanding the target audience and their pain points is essential for effective marketing. The marine industry is a tight-knit community that values personal connections and networking. The digital marketing landscape presents challenges and opportunities, including the use of AI. Storytelling is a powerful tool in marketing and can create an emotional connection with the audience. Creating both quick-hitting content and evergreen, emotionally-driven content is important for a well-rounded marketing strategy. Networking and building relationships are crucial in the marine industry. Boat models can be named after their owners' personalities, adding a fun and personal touch. Sound Bites "You need to have a craft to story around something that's going to get somebody emotional." "AI is going to get better. So it's machine learning that people don't understand. Some people kind of downplay it. I'm thinking it's going to be a great tool. You should start to learn how to use it now." "If you're telling that story in a way that people can relate to and future pace themselves, whether it is wanting to be like someone else that they aspire to be like or admire, or whether it is this is who I want to be, or this is the experience that I want to have or share, injecting some of that in all types of marketing is super powerful." Chapters 00:00 The Power of Storytelling and Differentiation 06:22 Understanding the Target Audience 10:33 The Importance of Personal Connections 18:14 Thrilling Fishing Stories 25:39 Navigating the Challenges of Digital Marketing 29:02 The Role of AI in Marketing 31:00 The Power of Storytelling in Marketing 36:47 Creating Content that Resonates 41:31 The Value of Networking in the Marine Industry 56:54 Imagining Boat Models Named after Owners' Personalities /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32157852

002 - Todd McLennan of MAC Marine 07/11/2024

002 - Todd McLennan of MAC Marine Episode Summary Todd shares his journey in the marine industry, from growing up on the water to starting his own business, Mac Marine Group. He emphasizes the importance of finding opportunities, building a network, and being passionate about the work. Todd also discusses the challenges and lessons he has learned along the way, including the need to slow down, have procedures in place, and seek mentorship. He highlights the diverse services offered by Mac Marine Group, including vessel management, paint jobs, and brokerage. Todd shares memorable experiences on the water, including sailing trips with his family and delivering a boat with his father. In this conversation, Stephen Govel and Todd McLennan discuss their love for boating and the experiences they've had on the water. They talk about the Sydney to Hobart race and the epic moments they've shared with their friends and family. They also discuss the importance of work-life balance and the motivation behind building their business. Todd shares his personal story of overcoming a heart failure at a young age and how it has shaped his perspective on life. They also touch on the impact of marketing and storytelling in building their brand. Overall, the conversation highlights the joy and passion they have for boating and the importance of relationships and trust in their industry. Connect With Steve Govel | | | | | Connect With Todd McLennan | | Takeaways Find opportunities and learn from the best in the marine industry. Build a network and seek mentorship to advance your career. Be passionate about what you do and always strive for quality work. Slow down, have procedures in place, and seek mentorship to overcome challenges. Mac Marine Group offers diverse services, including vessel management, paint jobs, and brokerage. Memorable experiences on the water create lasting connections and cherished memories. Boating provides an opportunity to switch off from everyday life and reconnect with friends and family. The Sydney to Hobart race is an epic experience that brings people together and creates lasting memories. Working for the Packer family provided Todd with valuable opportunities to learn from the best and set him up for success. Marketing and storytelling are essential for building a brand and establishing trust with clients. Appreciating life and not sweating the small stuff is important for maintaining a positive mindset. Overcoming challenges and setbacks can lead to personal growth and a greater appreciation for life. Building relationships and trust with clients is crucial in the boating industry. Investing in technology and automation can improve efficiency and enhance the customer experience. Work-life balance is important for personal well-being and maintaining healthy relationships. Taking time to enjoy the simple pleasures in life, such as spending time on the water with loved ones, is invaluable. Sound Bites "Our first lesson was kind of realizing what we wanted to do in the future." "Starting a business from the ground up, 20 grand to our name." "We saw a bit of a gap in the market." "Sharing those moments and especially the water and those trips being able to be a vehicle for our reconnecting. There's nothing like it." "The Sydney to Hobart race... it's just the bucket list. You know, it ticked the box and everybody says, once you do one, you'll keep coming back." "Short term goals, coming into work on a Monday and looking at the calendar and being like, holy shit, how are we going to get through this? But long term, building a brand, doing it with my brother. It's pretty epic." Chapters 00:00 Realizing the Future in the Marine Industry 08:07 Starting a Business from the Ground Up 11:26 Identifying a Gap in the Market 13:45 Importance of Learning from the Best 20:29 Memorable Experiences on the Water 22:18 Epic Moments on the Water 23:18 The Sydney to Hobart Race 26:10 Building a Business and Finding Work-Life Balance 29:34 The Power of Marketing and Storytelling 31:51 Building Relationships and Trust 36:15 Overcoming Challenges and Appreciating Life /episode/index/show/f69df9df-e164-47c8-bceb-89fb9ea7c9c4/id/32094987

001 - Why I Started Rising Tide Film w/ Steve Govel 07/08/2024

The Rising Tidecast

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