I knew nothing about business when I started into it on my own, and I still don't, but my dad's advise was to pay nothing for advertising (not a single dime), provide good service/product, treat people fairly, and don't charge any more than you'd be willing to pay yourself. Stay the course and give it time to grow.
It seems that all these boat/motor/tackle/accessory companies are in too big of a hurry to "make really good things happen".
I'm so proud of Evinrude and Yamaha for not flooding the field with "reps and sponsorships" and annoying the piss out of everyone with BS advertising.