Do you use your boat enough?
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Marine News
Oct 17,2011
Australian Boat Shows Need To Be Revamped
Competing against a myriad of different forces – from the football to the internet, extra work hours and ferrying kids about between activities – boat shows the world over are coming to realise they have to change in order to appeal to families, professionals, couples and these days, exhibitors who are weighing up ROI for each and every dollar spent on marketing.
Boat Shows rate just behind in-dealership experience and the internet as the leading contributor to influence boat buying. But as everybody knows, and NMMA research attests, there is nothing like a boat show for the best range, opportunity for product comparison and a great price –which coincidentally, ranks as firm favourite reason for attending a boat show . . . to get a bargain!
Recent survey results shows the top reason people attend a boat show is to view new boat models (54%). 37% went to compare prices, 28% said their purpose was to specifically shop for a boat, and 4% went to the show to view or purchase boat engines or accessories.
More and more, marketing boat shows is about casting the widest net possible. Significantly, NMMA research shows that among those who were highly influenced by a boat show in their most recent purchase, 40% went for entertainment value or fun, and 33% said they go every year.
Boat shows can revamp flagging attendances by introducing high-action watersports, media hype and buzz to create a broad appeal and that elusive ‘wow’ factor.
Recent European boat shows increased show interactivity, relevance and education with a model boat pool, Knowledge Box presentations, fashion and automotive launches. Top model, high profile motoring journo and equestrian, Jodie Kidd was the host of the official launch which went off with plenty of pizzazz and stars from TV’s X Favtor, garnering f headlines in mainstream news, fashion and lifestyle media, and placing the event in the minds of new markets beyond traditional boating crowd.
'Delivering more attractions' and 'ensuring everyone offers a good customer experience' at the show level were also important to driving word of mouth referral from people who attended.
According to organisers, the results speak for themselves. 'We reversed the decline in attendance with a 7% increase from 2010, with 109,778 people attending,' said Ellis. 'And with co-location the total attendance was 140,164 visitors.'
Better still, 28% of the audience was new, visitors said they loved the Show, all attractions scored well in post-show survey, there was an improved 'Mystery Shopper' result (people planted to test exhibitors for their attentiveness), press coverage was positive. In short, the wow was back!'
From a sales perspective, the increase in sales of watersports equipment was significant, thousands of visitors were looking to buy a boat at Show/post Show, 50% of used boats were sold and more back at the brokerage, over 50% of visitors changed their mind on which product to buy when they got to the show and the exhibitors on the boardwalk and used boat marina said they will be coming back next year, with more boats.
In Australia, the Sanctuary Cove International Boat Show has been a major regional event for 23 years. Like the majority of boat shows, its numbers hit their peak a few years ago.
'The media tends to focus on numbers through the gate, while exhibitors are more concerned about strong sales, leads and the international networking opportunities available at the boat show,' says Sanctuary Cove General Manager Events and Marketing, Sue Thomson. 'Both are important to a boat show, but selling boats and increasing trade are the priorities.'
As for evolution, the Sanctuary Cove International Boat Show has well and truly come of age and enhanced its offering with an array of initiatives to draw more of the relevant market and newcomers to the event.
'In 2011,we added the ‘Women on Water’ program which included a lunch with guest Carla Demaria, President of Monte Carlo Yachts, High Tea on the High Seas, cooking and interiors seminars, as well as Skipper Training Sessions. These proved immensely popular and attracted many new visitors to the show, while not straying from the boating lifestyle theme.'
Full Story: www.sailworld.com
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