Those of us who work marine industry marketing have sustained ourselves through some really brutal times these past few years.

Many of my colleagues who work for manufacturers have been operating on zero-based budgets and have suffered not only drastic cuts to the spend, but support staff reductions as well. I’ve never seen so many hats worn by so few folks.

Others in the agency or consulting business have worked harder for less money, with much slower pay terms, with fewer projects to keep the cash flow moving.

Marine media folks have worked hard and have had to become much more creative in order to sell space.

To say it has been challenging for marine marketers is like saying the Titanic took on a little water.

But if my conversations with marketing pals, or my telephone and email are any barometer, the tide may finally be starting to shift.

It seems as though there is a real sense of hope stirring the waters, as pent-up demand has released a recent surge of sales. Used boat inventory has been washed out and the slimmer pickings for new boats are seemingly contributing to a stronger demand. In addition, some of the later boat shows posted positive signs as well for various segments of the industry.

That isn’t to make a sweeping conclusion across the board, but at least in pockets and in speaking with retailers and manufacturers across the nation, it does seem as though things are loosening up a bit. Finally!

As a result, there seems to be a renewed interest in marketing activities. YAY! I’ve recently gotten calls from large and small businesses alike for handling everything from PR for new product launches, to some brand and reputation management work, creative including both print and web and yes, even some media buying discussions! While the budgets remain tighter than they have been historically, the fact that there is a budget at all is promising.

In light of these latest developments, I wanted to take this real estate to salute all of us stalwart marine marketers who have struggled, toughened up our hides and survived. It’s been hard. It’s been rough. There have been patches for all of us, I imagine, that we wondered how or if we were going to make it. But we’re here and we can all stand up and be counted! It’s a testimony of sheer tenacity and we all have to feel pretty good to be standing.

Throughout the process, we have no doubt gotten stronger and smarter. I’m sure like me, you’ve learned lessons (some of which you no doubt wish you never had to learn!) that have sharpened your skills and have made you better in your business.

What have I learned?

In no specific order:

I’ve learned the real cost and the value of a dollar.

I’ve learned the importance of planning and preparing for the unexpected rainy day.

I’ve learned the importance of trending financials and keeping a daily pulse on my business. I’ve learned to respond quickly when necessary vs. holding off on important decisions.

I’ve learned all sorts of tricks about reducing overhead and have become very resourceful!

I’ve learned that when it comes to money, relationships sometimes don’t count like you thought and hoped they did. Knowing that, I have become more protective and less trusting. I’m not jaded or cynical, I’m simply a little wiser.

I’ve learned to operate with and require much less.

I’ve learned to do more myself, and selectively choose those with whom I choose to establish win-win strategic alliances.

I’ve learned to say I’m sorry and to accept apologies.

I’ve learned that attitude is half the battle of winning. My attitude impacts everything about my life and my success.

I have learned to find positive attributes in the little, seemingly insignificant things.

I have adopted an attitude of gratefulness. And I express it more often that I ever did before.

I’ve learned I can’t always control the situation and I can’t will the outcome, no matter how hard I try. All I can do is the best I can with what I’m dealt.

I’ve learned that in the end, you only have to rely on yourself. If others are there with you through thick and thin, consider it a blessing; but don’t count on it.

I’ve learned you need more than a handshake 99% of the time.

I’ve learned to stand up for myself and fight, when what I really wanted to do was give up and run.

I’ve learned the value of taking time to think, to reflect, to ponder.

I’ve learned it’s important to continually connect with others and to network regularly. No man is an island, nor woman.

I’ve learned that after the storm, comes the sunrise.

I’ve learned how important it is to stay up on the newest business trends to avoid being left behind.

I’ve learned the importance of having a few trusted friendships with colleagues who share similar concerns, with whom you can brainstorm, problem solve and share perspectives. It is important to nurture and invest in these relationships.

I’ve learned all this …. and so much more.

And as much as I never believed I could or would say this, I’m grateful for these lessons that have brought me here to this space and time.

No, I wouldn’t want to repeat the past 1.5 years of my life, but when I reflect now, I choose to see the positive life lessons I’ve learned that have given me inner strength and conviction beyond what I ever imagined possible. I am stronger. I am wiser. I am more confident. I am better prepared for the future.

Most of all, I’m hopeful that the days for marine marketers will get a little bit brighter, better and happier for all of us very soon. We deserve it!

—Wanda Kenton Smith is the president of MMA.