One thing that I think is critical w respect to marketing and branding is creating an "experience" ala Starbucks (which is why they sell $4 coffee), its not so much coffee as the experience and feelings they conjure.
So good question's to ponder is what is the "experience" you want to deliver to all (company name) clientele (regardless of its marine or auto). Again what makes a remarkable mechanic and remarkable experience?
What do you strive to have them say about the experience they've had hiring you?
When they come into the shop, is there coffee and soda available, TV, couches, magazines etc., how are they greeted?What is the decor (organized inviting) or dirty disorganized? (not sure if this is as applicable in your field but would be different for sure).
People probably come to the shop expecting to see a shop, but if you wow them it can create buzz, either through environment, service, follow up etc.
As a consumer but ignorant to working with auto/boat repair, I think one of the frustrations people have is it (at least to me) resembles the experience of going to the vet (you don't know enough to know whether what they are telling you actually has to be done).
Armed with this knowledge, going into relationship's knowing that without explicit trust, people may naturally have these reservations (what can you do to ease them or remove that concern?)
How to do that is no easy challenge and for you to best decide but that alone may result in increased introductions to your service (it may simply be empathizing with their concern or issue (knowing there going to have to spend $ they did not plan on, possibly over-explaining what is wrong, having a testimonial book or letters displayed in lobby from satisfied customers to build further credibility & trust etc).
On the "experience" front, how cool would it be to have a detail shop component of (company) and if you get your car worked on there its detailed before you pick it up.
You might get someone who does this to set up shop where you are at and work something out by subsidizing him being there or he can advertise his details by conducting them on your clienteles but this would be creating an experience, people may simply come to you because they know they get a detail)
Simply sending holiday cards and birthday cards to existing clientele thanking them for business is more than 95% of auto/boat-mechanics take the time to do. I have never received a thankyou card or holiday card or birthday card from an auto-shop. You can do this via email to save on cost.
Sending them a quick thank you for your business card after you've done a job is an easy differentiator. Following up with the phone call to survey their experience and satisfaction show's commitment to creating a good experience etc.
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