sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery
Sail-World.com : Boat Shows are the vital 'meeting place' to savour latest and greatest
Boat Shows are the vital 'meeting place' to savour latest and greatest


'The public are able to touch and feel.'    Rosalie Taylor

Boat Shows remain relevant, even in a climate of competing commitments and new means of marketing. Nowhere else can visitors and industry alike enjoy the 'gathering of traders' so crucial to presenting innovation, passing on experience and reinforcing the boating lifestyle.

Boat show season is moving in to full swing, with the Rosehill Boat Show and Brisbane Tinnie & Tackle in March, Sanctuary Cove looming in May, followed by Adelaide in June, and Sydney and Melbourne in August, the Gold Coast Marine Expo in November and marine festivals and regional boat shows dotting the calendar throughout the year.

For exhibitors, the options are innumerable: choosing from local, national, BIA and privately owned shows, all touting for business and themselves judged on the number of exhibitors and visitors through the gates.

In Victoria, Steven Gill, the new GM at BIA Vic took the opportunity to chat at length with exhibitors at the Melbourne Summer Boat Show. They were unanimous in their estimation of the new generation of customer at boat shows who are well informed and looking for a good deal.

'Customers who come to boat shows and dealerships, have done their research on the internet and they clearly understand the products they’re looking at – the specs, brand reputations, pricing. Exhibitors are expert at asking the qualifying questions, and they told us boat show visitors have sought out the products they’re interested in and boat shows deliver the important tactile part – the touching and feeling, picturing themselves in their boats, justifying that purchase, forming a relationship with the person or brand they’re buying from – all the things you can’t do on the net.'

From analysis of this year’s Melbourne Summer Boat Show, the BIA Vic determined its website received a 335% increase in hits. The organisation promoted the site in all its marketing material and with links on event sites.

Says Gill: 'The internet is an important part of the process, an extension of the showroom, and social media too. Ignore it at your peril. But boat shows are crucial in the mix. People attend a boat show to compare products. We as organisers have to look at ways to facilitate that. The entire show experience has to grab people, because you’re competing with everything, online and off.'

Musto Fashion Parade - Sydney International Boat Show -  Sail-World.com -AUS ©   Click Here to view large photo



The not-so-qualified visitors too have to be catered for, if we consider them as the boat buyers of the future. 'Exhibitors acknowledge there does have to be a component of education, attractions and other experiences for those visitors. And we have to create a desire to be part of the boating lifestyle. We can use the internet to attract people in to the boat lifestyle.'

Domenic Genua, Marketing & Events Manager BIA NSW, is a veteran of 15 editions of the Sydney International Boat Show. Over that time, he has engineered the evolution of the event in response to the results of research into its key markets.

Sydney International Boat Show 2011 -  Jeni Bone   Click Here to view large photo


'We know people go to boat shows to buy, but they also expect to stimulate their five senses,' Genua says. 'They want the education and the entertainment components. That is, they want to learn about innovations and technology and see that for themselves and hear from experts, and they want to be entertained for their ticket price too. That’s how they view value for money.'

This combination of a great place to buy, and learn and be entertained is captured in the marketing and support for Sydney International Boat Show.

Rosehill Trailerboat Show on the other hand is a pared back experience, positioned as the show to get a good post-summer bargain. 'Exhibitors and visitors know this show is about end of summer clearance specials, new and second hand boats. We have a bit of fun with the fishing supertank and weigh in, but it’s really about doing deals – that’s the main objective.'

2012 Rosehill Trailer Boat Show -  Bob Wonders   Click Here to view large photo


While assailed with competition from all quarters within and beyond the boating industry, Boat Shows will always exist as they appeal to something deep in human nature, asserts Genua.

Domenic Genua, Marketing and Events Manager for the Boating Industry Association of NSW -  Sarah Ruggiero   Click Here to view large photo
'You can’t get away from the fact that boat shows owe their heritage to the traders’ bazaars of antiquity,' explains Genua. 'Traders would come to a central meeting place and show off their wares for visitors from all over the region. It’s human nature to enjoy that exchange and that excitement of gathering to hear what’s new.'

In Queensland, Marine Qld uses data on boat registration trends supplied by Queensland Transport which shows peak periods for registrations occur the months immediately following the industry’s leading boat shows.

Similar results have been documented in the US. A study conducted by the National Marine Manufacturers Association found that boat shows remain a crucial part of the consumer’s boat buying process.

In what NMMA is calling the largest study of its kind, MSU surveyed more than 20,000 attendees across all of NMMA’s consumer boat shows in 2008. The results revealed that 55 %of boat buyers attended a boat show within six months prior to their purchase and 65 % agreed that attending a boat show actually increased their desire to purchase a boat.

Says Don Jones, CEO of Marine Qld: 'There is no denying that today’s consumer is very savvy and the internet has made it much easier to research and discover what’s available.

'However, as boat show research proves, nothing can replace the importance of getting up close and sitting in the driver’s seat of your next boat before you make the final decision to buy.'

As well as its Brisbane events, Marine Qld plans to add a few regional shows to its program in 2013: the Mackay Marine Festival in June and the second edition of Power, Sail & Paddle at Manly which is penciled in for November.

Brisbane Tinnie and Tackle show - all for kids -  Marine Queensland   Click Here to view large photo

'Shows continue to prove people still buy boats at or in response to boat shows, there’s no doubt about that,' states Jones. 'In the marine industry, shows are one of the few calls to action, unlike the caravan and camping industry and other recreational spheres.

'People time their purchasing and channel their efforts in to visiting a show where they hope to see the latest gear at the best price.'

Power Sail and Paddle 2012 - all about hands on experience. -  Marine Queensland   Click Here to view large photo


And the onus is on boat show organisers to make the offering innovative, compelling and enthralling to keep patrons coming.

Jones’ view is seconded by the head of the International Federation of Boat Show Organisers, Jurij Korenc, who states that the aim of boat shows worldwide is to 'attract quality exhibitors and healthy attendance'.

But European boat shows, like other sectors impacted by a squeeze on discretionary spend, are not buoyant.

'We expect that in Europe, the situation will go on for another few years,' he says referring to the economic unrest and struggle many boat shows, large and small, are having in attracting visitors.
'It’s not just economic and political, it is now becoming psychological. It’s not ‘in’ to visit boat shows because there are so many more important issues. As long as there are economic problems in Europe, the industry will suffer. And the marine business is the last to bounce back. It will never come back to the heights of five or six years ago. If it can get back to 50% of the former situation, it will be a success.'

According to Korenc, some boat shows are trying to staunch and prop up visitor numbers by merging with other shows or sport events, 'but it’s a question of how long you can survive'.

'The main aim of a boat show is to deliver a profit or other benefit to the stakeholders (which may be a boating industry association, an independent exhibition organiser, an exhibition centre or a combination of interests). The measure of success then is whether the show delivers the desired benefits in a sustainable manner. And there is the crux: sustainability.

'Any street corner merchant can make a profit by fleecing customers, because he has a constant stream of new prospects coming along the pavement and because the fleeced customers never get to swap stories. Boat shows are right at the other end of the scale. They only happen once a year, and their customers, whether exhibitors or visitors, are all too ready to gather round the village pump to discuss their experiences at the show. So the organisers have to get it right, this time and every time.'

Stakeholders in boat shows are many and have varied expectations.

'Exhibitors want qualified visitors with the money and the enthusiasm to buy. For the wider industry, the show is expected to develop the market by generating interest in boating in the non-boating public. For the visitors, they want a reason to take time to attend and pay the entry fee to see, touch and compare great products, and talk with experts and fellow enthusiasts. For show sponsors, the event must reflect their brand values and deliver the expected results to the target market. To achieve positive outcomes for these stakeholders, that’s sustainability.'

Jurij Korenc President IFBSO -  Jeni Bone   Click Here to view large photo
A reality of boat shows is that total attendance remains a major benchmark for the success of an event, continues Korenc.

'An end-of-show release from an event that has suffered a fall in visitation might say something like ‘visitor numbers were down, but those who came were well motivated to buy’, or cite numerous exhibitors whose show ‘exceeded expectations’, but it’s rarely a convincing line.

'Boat show attendance and boat sales are closely correlated, not least because very few people ever buy a boat off a magazine ad or website. They need to see it first, and shows remain the best platform to view and compare different craft. So what is true of building attendance is true of generating sales.'

Changing demographics, fluctuating consumer confidence and competition from all manner of leisure activities mean the boating industry must adapt.

Families and avid fishos love the Brisbane Tinnie and Tackle Show, which combined with 4x4 and Outdoor Show offers three big days of entertainment. -  Marine Queensland  
'Worldwide, the boating industry faces both short-term problems in consumer confidence and credit availability, both of which are essential for sales, and a long-term decline as other pastimes and interests stake a claim on the leisure dollar, pound or euro,' advises Korenc, himself the founder of the Internautica boat show, now in its 18th year and based in Portoroz Marina, on Slovenia’s Adriatic coastline.

'The difficulty at the moment is not how to grow attendance or sales, but how to arrest decline. An ageing demographic means that, in Germany for instance, three high-spending older boaters are lost to the industry every year for each new enthusiast that joins at entry level.

'In terms of strategy and positioning boat shows, we are seeing more intelligent use of closely targeted marketing efforts that make the most of the appropriate modern media for each need, and less of the blanket press advertising that used to be the mainstay of boat show marketing.

'Using a variety of social media to create a buzz about boats and boating, the best shows are perhaps beginning to make some progress. But it’s going to be a long climb back before recovery turns to growth.'


by Jeni Bone

  

Click on the FB Like link to post this story to your FB wall

http://www.sail-world.com/index.cfm?nid=106946

2:37 AM Tue 26 Feb 2013GMT


Click here for printer friendly version
Click here to send us feedback or comments about this story.







News - USA and the World

To the 91st 2015 Bell's Beer Bayview Mackinac Race significant changes have been made in order to enhance the race experience, and by the looks of it, sailors are embracing them wholeheartedly. ... [more]  

On the morning of the 26th of January, the Maersk Line ship MV Stockholm delivered the Team Vestas Wind's damaged VO65 to the port in Genoa, Italy. From here she will be taken to the Persico building facilty where the rebuild of the wrecked boat will be undertaken. The team's goal is to rejoin the race in Lisbon, Portugal in June, 2015. ... [more]  

Sir Richard Branson’s Virgin Group is considering backing Sir Ben Ainslie’s America’s Cup bid, in a move that would propel the fortunes of the Olympic gold medallist yet further. Sir Ben is believed to have asked the Virgin billionaire to consider backing the venture when he and his new wife, Georgie Thompson, spent time on Sir Richard’s Necker Island in January. ... [more]  

Alpari World Match Racing Tour - Monsoon Cup preview by Alpari World Match Racing Tour
The final event of the 2014 Alpari World Match Racing Tour, Monsoon Cup Malaysia, is to take place in its new home of Johor, the southernmost state of Malaysia, over 10th-14th February. In addition to being the grand finale of the Tour, the event will also see the 2014 ISAF Match Racing World Champion crowned. ... [more]  

In the Barcelona World Race the two lead boats are preparing for a gruelling 3,500-mile game of chase across the Southern Ocean, until the next natural gateway of the course, Cape Leeuwin in south-west Australia. ... [more]  

Quantum Key West Race Week provided the opportunity for the GC32s to make a spectacular debut in the USA. During the five days of racing held in balmy temperatures off the southernmost tip of Florida, crews experienced a range of conditions. ... [more]  

40 year old Charles Caudrelier the skipper of race leader Dongfeng was a major figure of the winning French team Groupama in 2011-12 . With the Dongfeng team now approaching Sanya, almost unstoppable, its worthwhile hearing from Volvo Ocean Race CEO Knut Frostad who is hugely pleased with the current on water situation. ... [more]  

Volvo Ocean Race. The northerly drag race continues, with the stable light wind forecast to drop slightly. The boats have all remained in position, if anything cementing their places with gaps between them increasing slightly through the night. ... [more]  

Volvo Ocean Race Leg 3 - Sailing in a straight line was never supposed to be as tense as this. We’ve been pointing at Sanya for almost a day now and fortunately, Alvimedica, MAPFRE, and Brunel far enough back to not be in AIS range anymore. The problem is they’re not in AIS range anymore. ... [more]  

Volvo Ocean Race Leg 3 - After what can only be described as a frustrating few days of wind and current conditions in the Malacca Strait, the shipping lanes we had to pass were a bit more entertaining as it was upwind which meant some tacking. ... [more]  

Volvo Ocean Race: Leg 3 Finish - Live video feed by Richard Gladwell, Sail-World.com/nz
Tune in here to see the finish of Leg 3 of the Volvo Ocean race in Sanya. Will sailing history be made? Can Dongfeng become the first Chinese flagged yacht to win a Leg in a Round the World Race? ... [more]  

2015 ISAF Sailing World Cup Miami - Bigger than ever in 2015, with an atmosphere crackling with adrenaline, the ISAF Sailing World Cup Miami, Presented by Sunbrella, was ground zero on Sunday as competitors from 63 countries made their final preparations. ... [more]  

The Chinese entry Dong looks set to create sailing sailing history when she finishes first on Leg 3 of the Volvo Ocean Race, Sanya in two days time. Includes video Currently Dongfeng is 250 nm to the finish line in Sanya and the chasing pack with ADOR ahead in second place 55+ nm behind the Chinese team. ... [more]  

The first of the iconic Great Capes has been passed in the Barcelona World Race with Cheminées Poujoulat rounding the Cape of Good Hope earlier this morning. Bernard Stamm and Jean Le Cam passed 20°E around 400 miles south of Cape Agulhas – the southernmost tip of Africa – at 0935am (UTC) today and have begun the Indian Ocean leg of their race around Antarctica. ... [more]  

The Classic 18fters were racing again on Saturday on Sydney harbour. Michael Chittenden caught the action from a shore vantage point. ... [more]  

When race leader Dongfeng rounded Singapore 60+ nautical miles ahead of the chasing pack, it looked like the final 1200 miles of Leg three would be a procession but over the last day, the Volvo Ocean race leg from Abu Dhabi to Sanya China appears to have tightened incredibly. ... [more]  

US Sailing and Rolex USA announced last week that the 2014 Rolex Yachtswoman of the Year is Stephanie Roble. Her accomplishments on the water last year were recognized by the selection panel for her versatility; her accomplishments as a skipper and as a crew; and her competitive successes on a variety of platforms, sailing against both men and women. ... [more]  

Barcelona World Race - The first of the Great Capes is fast-approaching, with the leading boats in the Barcelona World Race expected to pass the longitude of the Cape of Good Hope at the tip of South Africa tomorrow. As they pass 20°E, the Atlantic Ocean will deliver its verdict – did Cheminées Poujoulat’s east-bound track or Neutrogena’s southerly gamble pay off? ... [more]  

Mardi Gras may not be for another month but US Sailing’s National Sailing Programs Symposium (NSPS) kicked it off early for Oakcliff Sailing this year. This evening, Oakcliff received The Captain Joe Prosser Award, given to an organization that has made an exemplary contribution toward improving the quality and safety in the training or instruction of sailors. ... [more]  

The 35th St. Maarten Heineken Regatta has already attracted entries from 20 different countries: Antigua, Austria, Belgium, Brazil, Canada, Dominican Republic, Estonia, France, Germany, Great Britain, Italy, Lithuania, Netherlands, Norway, Puerto Rico, Russia, St.Maarten, Uruguay, USA and the US Virgin Islands. ... [more]  

The world is watching. Can Dongfeng Race Team hold onto their 57 nautical miles lead to China for what will essentially be the ultimate home victory? Or will another team get desperate and make a bold decision that could cost Dongfeng their win? ... [more]  

Most of the marque classes at Quantum Key West Race Week 2015 came down to the last day of the regatta, which delivered the toughest conditions of the week. Howling winds and rough seas challenging the competitors on Friday, forcing the top contenders to raise their game in order to claim overall victory. ... [more]  

Barcelona World Race - Sport met science today on the Barcelona World Race when the pairs of skippers took the first opportunity to deploy their data monitoring Argo beacon which was given to them in Bareclona prior to the start. ... [more]  

2015 Quantum Key West Race Week - It really wasn’t our week. Two races were held today in very nice conditions and we finished third in both. Bella Mente won both races to win the class. ... [more]  

The Mount Gay Round Barbados Race Series, incorporating three days of coastal racing and the Mount Gay Rum Round Barbados Race concluded last night at a sumptuous, Mount Gay Rum-fuelled prizegiving dinner and party. The final 300-mile Ocean Race to Antigua to tie up with the Superyacht Cup starts on Saturday. ... [more]  

Photographer Ingrid Abery was on the water again today at 2015 Quantum Key West Race Week, and provided this gallery of images from day five ... [more]  

Volvo Ocean Race 2015 - With a solid 17-20 knots from the north east, reducing the possibility of a distance sapping park up, the likehood of the Leg three leader the Chinese boat Dongfeng getting the gun in Sanya just 640 nautical miles ahead continues to strengthen. ... [more]  

The 2015 ISAF Youth Match Racing World Championship set to be held in Swinoujscie, Poland from 15 – 19 September 2015 Notice of Race has been released. ... [more]  

Currently doing scheduled maintenance. Some elements of site may not be visible at the moment. ... [more]  

On 2nd January 2015, Team Vestas Wind announced that skipper Chris Nicholson had been tasked to review the team during the month of January. The objective is to ensure the right team for the come back to the race, which is now, for this team, of a different nature than the scheduled original route from Alicante to Gothenburg. ... [more]  

Beau Outteridge has compiled a video of highlights and interviews from the 2015 McDougall + McConanghy Moth Worlds completed recently in Sorrento, Melbourne ... [more]  

Former Oracle Team USA team member, Matthew Mitchell has issued a media release stating that he has lodged a complaint with the International Sailing Federation over the actions of a fellow crew member, Simeon Tienpont, and inaction by the International Jury for the 34th America's Cup, in San Francisco. ... [more]  

Photographer Ingrid Abery was on the water at 2015 Quantum Key West Race Week, and provided this gallery of images from day four. ... [more]  

2015 ISAF Sailing World Cup Miami - US Sailing Team preview
Quantum Key West Race Week 2015 - A great day
Volvo Ocean Race: Jump seat and Pro-Am race spots up for auction
Lauderdale Olympic Classes Regatta overall
Volvo Ocean Race - Dongfeng? Race Team suffer? damage
America's Cup: Italy to host first America's Cup World Series regatta
Breeze and Sunshine at Quantum Key West Race Week
Images of the Millennium Cup and Bay of Islands Sailing Week - Day 1:
2015 Mount Gay Rum Round Barbados Race – Three records broken
St.Maarten Heineken Regatta - Simplified logistics and fun themes
2015 Quantum Key West Race Week - Day 3 images by Ingrid Abery
Millennium Cup: Racing in the picturesque Bay of Islands
Volvo Ocean Race - Up up and away
Barcelona World Race - 'Haves' and 'Have Nots'
Volvo Ocean Race Leg 3 update from Jack Bouttell onboard Dongfeng
ISAF Sailing World Cup Miami - Game time!
Extreme Sailing Series™ 2015 – Ninth year ready to rock!
Foiling GC32s Key West Race Week images by Ingrid Abery
Mount Gay Rum Round Barbados Race - Crews prepare for big race
2015 Quantum Key West Race Week - Day 2
2015 Quantum Key West Race Week - A challenging day   
America's Cup: Spithill leads Oracle reconnaissance team in Bermuda   
Extreme Sailing Series announces new teams and venues for 2015   
Barcelona World Race - Leaders enter the fastest section of the course   
Martinique Surf Pro - Must attend event in the world surfing circuit   
New York Yacht Club Invitational Cup preview   
RORC Caribbean 600 proving irresistible   
18ft Skiffs: Images from NSW Championships - Race 2   
Volvo Ocean Race – Malacca Nightmare – now it’s a boat race again!!   
2015 Annapolis to Newport Race - Battle for Surflant Prize   
2015 Quantum Key West Race Week - Off to a great start   
Volvo Ocean Race: Team Alvimedica - Enter the Dragon + Video   
Mount Gay Round Barbados Race Series - Day 3   
World Match Racing Tour's title sponsor goes into administration   
Kieler Woche 2015 promotes Olympic sailing competitions   
Trofeo S.A.R. Princesa Sofía – Kiteboarding and Dragons return   
ISAF Sailing World Cup Miami preview   
Audi Melges 20 Class - Miami Winter Series   
Barcelona World Race - The South is looming.   
Island Water World Grenada Sailing Week announce new one design class   


For this week's complete news stories select    Last 7 Days
   Search All News
For last month's complete news stories select    Last 30 Days
   Archive News







Sail-World.com  


















Switch Default Region to:

Social Media

Asia

Australia

Canada

Europe

New Zealand

United Kingdom


http://www.sail-world.com/event_images/image/Twitter_logo_small.png http://www.sail-world.com/event_images/image/FaceBook-icon.png  http://www.sail-world.com/event_images/image/RSS-Icon.png

United States

Cruising Northern

Cruising Southern

MarineBusiness World

PowerBoat World

FishingBoating World

 

Contact

Commercial

News

Search

Contact Us

Advertisers Information

Submit news/events

Search Stories/Text

Feedback

Advertisers Directory

Newsletter Archive

Photo Gallery

 

Banner Advertising Details

Newsletter Subscribe

Video Gallery

Policies

 

 

 

Privacy Policy

 

 


Cookie Policy

 

 



This site and its contents are © Copyright TetraMedia and/or the original author, photographer etc. All Rights Reserved.  Photographs are copyright by law.  If you wish to use or buy a photograph contact the photographer directly.
XLXL NEW US
LocalAds   DE  ES  FR  IT