sail-world.com
 
 
News Home Cruising Photo Gallery Video Gallery

 

Sail-World.com : Boat Shows evolve to meet the market and deliver for exhibitors

Boat Shows evolve to meet the market and deliver for exhibitors

'Razzle Dazzle: Model and sportswoman Jodie Kidd officially opened the 2011 Tullett Prebon London International Boat Show.'    onEdition ©    Click Here to view large photo

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!

According to IFBSO insight, consumers attend boat shows for a variety of reasons. The top reason consumers 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.

Attendance figures alone cannot be used to gauge the success of a boat show. Analysts and IFBSO are unanimous that numbers through the doors are just one facet of a boat show, secondary to sales during the show and exhibitor satisfaction with the quality of leads for follow up post-event.

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.

Over the past few years, the Tullett Prebon London International Boat Show faced flagging attendance and feedback from exhibitors that the show could do with a revamp.

'They reported a good overall experience but needed the ‘wow’,' said Murray Ellis, Managing Director of National Boat Shows in the UK. 'People said they wanted the Show to move away from being like a trade show. They wanted more boats, attractions and on-water activity, more interactivity, and above all, they wanted it to be ‘spectacular, relevant, child-friendly and educational’.'

By adding features such as high-action watersports in the aptly named 'Action Pool', media hype and buzz created a broad appeal and that elusive ‘wow’ factor.

From post-show research, 75% of the visitors interacted with the pool, which was positioned in a prominent spot right at the front of the entrance to the show.

Other additions or improvements included a new layout for the 2011 show, adding the London Bike Show and The Outdoors Show who share a similar demographic.

The show injected 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.

Among visitors, 75% rated their overall experience as good or excellent, 67% are definitely/possibly returning and 88% may recommend to friends and family.

Boot Dusseldorf -  .. ©   Click Here to view large photo


In Germany, Boot Dusseldorf too realised it could do nothing to change the circumstances impacting on boat shows around the world – which it identified as 'a global crisis in the water sports market, change in recreational and consumer behaviour, a subtle withdrawal of the younger generation from water sports – especially in the recreational boating sector, and aging trade fair visitors'.

During the year between its 2010 and 2011 shows, Boot Düsseldorf 'reinvented itself'.

The event changed its format and image from a traditional trade fair for water sports to a worldwide leading spectacle for maritime sports and lifestyle.

As its motto, the show embraced as its ethos: 'All people who have a high affinity for water as a means of recreation prospectively belong in our target group.'

The show organisers took a strategic approach, investing heavily in the 2011 event, 'thought inclusively and had the courage to take charge and move forward with enthusiasm'.

'There are always negative comments. Without enthusiasm, confidence and the courage to make changes, you can‘t move forward!' they said in their literature supporting the show revamp.

The relaunch aimed to capture the imaginations of industry and the public alike. Among their initiatives were: new logo and branding, new ad campaign, relaunch of website, greater relations with media and industry, new programming to achieve a balance between technical info for professionals and entertainment for the general public, added focus on popular water sports with opportunities for visitors to try it out themselves, an d a new communications strategy which focused on a few topics in key areas, using traditional and lifestyle media.

Vom 23. bis 31 Januar 2010 laedt die boot Duesseldorf dazu ein, den Boots- und Wassersport in all seinen Facetten kennenzulernen und sich auf Sommer, Sonne, Sand und Meer einzustimmen. 1.600 Aussteller aus mehr als 50 Laendern praesentieren die ganze Welt des Wassersports. Ob Segel- oder Motorboote, luxurioese Yachten, Surf-, Tauch- und Angelsportbedarf, Chartertoerns, Ferienziele fuer Wassersportler oder ein weltweit einmaliges Angebot an Ausruestungen und technischem Zubehoer Ð in Duesseldorf -  .. ©   Click Here to view large photo


In spite of extreme market conditions, Boot Düsseldorf experienced an increase in number of visitors, greater PR coverage, 'an enlightened spirit' within the industry and positive feedback from various target groups.

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.'




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=89659

1:19 AM Sun 16 Oct 2011 GMT






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

Click for further information on
2011 Sanctuary Cove International Boat Show

Related News Stories:

19 Dec 2011  World debut for Clipper Hudson Bay at Sanctuary Cove
17 Dec 2011  The Tavern is back at Sanctuary Cove!
13 Dec 2011  Sanctuary Cove Boat Show reduces rates and adds options for 2012
08 Nov 2011  Sanctuary Cove Boat Show survey winner - family thrilled with prizes!
18 Oct 2011  Boat Show Survey winner: Geoffrey Folliott wins $14,000 in prizes
08 Oct 2011  Waiting for China to wake - a recent perspective of boating in China
01 Sep 2011  China boom a wave of promise for marine industry
31 Aug 2011  The Marina Sanctuary Cove accredited Clean Marina Level 3
28 Aug 2011  Win a $14,000 holiday and boat - Enter NOW!! Last Chance
12 Aug 2011  Win a $14,000 holiday and boat - Enter NOW!!
MORE STORIES ...

News - USA and the World

Rolex Sydney Hobart Yacht Race 2014 - Images of new arrivals by Rolex/Carlo Borlenghi. ... [more]  

Shannon Wells, Managing Director, Airlines of Tasmania Pty Ltd advises .'At around 6:15 pm, we received notification from the Australian Maritime Safety Authority that a light aircraft had been ditched in to the water near Port Arthur.' ... [more]  

After arriving in St. Maarten on March 2nd the sailing team will start with a two full days of safety and sail training aboard the Volvo 60 in preparation for the Gill Commodore’s Cup. The first day of racing is separate from the Heineken regatta results, allowing sailors to practice and perfect their racing without influencing the main event results. ... [more]  

Constitution Dock, Hobart is buzzing with activity after a stream of boats crossed the finish line throughout Day four of the 2014 Rolex Sydney Hobart Yacht Race. By 17:00 AEDT, 39 yachts had completed the 628-nm race, as the docks filled with tales from another dramatic contest. Of the 117 starters, 65 yachts are still sailing and a further 13 officially retired. ... [more]  

Rolex Sydney Hobart: Hats Off Tasmania For The Huge Crowds *Feature by Crosbie Lorimer, Hobart, Tasmania
Ken Read, skipper of Jim Clark's super maxi Comanche, has been amazed at the level of interest shown by Australians in sailing and particularly in this race. When he first arrived in Sydney with Comanche, Read was clearly very envious of the crowds that turn up for this race every year ... [more]  

Wild Oats XI crossed the finish line 49 minutes ahead of Comanche in the most anticipated battle of the supermaxis. Crosbie Lorimer spoke to some of the crew from both boats to get their take on the race and the duel between the two front runners. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - It was the space of just six nautical miles that made the difference when it came to Bob Oatley’s supermaxi, Wild Oats XI, claiming a historic eighth line honours in the 628 nautical mile Rolex Sydney Hobart race. ... [more]  

Three very long-standing Australian members of the OK Dinghy class were inducted into the OKDIA Hall of Fame during the opening ceremony of the 2014 World Championship at Black Rock Yacht Club, Melbourne, Australia, on Sunday 28 December. Bill Bell, Roger Blasse and Andre Blasse were all presented with engraved crystal mementoes to mark the occasion. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Have a look at the IRC standings, the list of boats leading the Rolex Sydney Hobart overall on handicap; it’s a long time since such venerable names have graced the top of the list en masse as they do today. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Ever wondered about the cost of breaking and damaging gear – and the repercussions of it in a long race such as the Rolex Sydney Hobart Yacht Race? Well wonder no longer. Three boat owners confidentially whispered this morning 'Don’t tell the wife, but….' ... [more]  

2014 Rolex Sydney Hobart Yacht Race - the boats dock in Hobart so do the stories. Everyone has a tale to tell, some funny, some of outright terror, some apocryphal to tell about the Rolex Sydney Hobart. This morning Daryl Hodgkinson jumped off his Cookson 50 Victoire with a yarn about crabs, pots and British pluck under fire. ... [more]  

Rolex Sydney Hobart: Tough Stuff Down the Tassie Coast *Feature by Crosbie Lorimer, Hobart, Tasmania
By nine a.m. this morning (Monday) ten boats were finished, amongst them several of the 50 footers arriving in a group just before 8am. The consistent theme amongst all those we interviewed was the strength of wind late yesterday on the run down the Tasmanian coast. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Comanche was finally defeated by Wild Oats in Hobart. But the new record breaker has shown great potential in the medium and strong wind. It still remains to work on its performance in the low wind. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - It is going to be a busy day in Hobart, with more than two thirds of the Rolex Sydney Hobart Yacht Race fleet expected to arrive into Hobart today. ... [more]  

The overnight and morning finishes have been marked by some very close racing in the Rolex Sydney Hobart race. The battle for third place was won by Ragamuffin (Syd Fischer), after the canting keel supermaxi dropped back significantly yesterday afternoon, and then powered through in the fresh northerly ... [more]  

Before the start of the Rolex Sydney Hobart Race, Ken Read, skipper of the US supermaxi Comanche gave this tour above and below decks of Jim and Kristy Clark's new 100ft flyer. ... [more]  

Sail-World is now running live in the changed website format. If you are running on a Mac with iOS please scroll to the bottom of the site and check that your region is set for your region and not some other. It can be correctly set up using the drop down boxes. Then go to the top, click refresh, and you should be away. ... [more]  

Rolex Sydney Hobart: Wild Oats XI and Comanche Finish Images *Feature by Crosbie Lorimer, Hobart, Tasmania
The Comanche and Wild Oats XI teams were equally gracious in victory and defeat on the dockside in Hobart today. It had been a close fought battle and while Comanche had reeled Wild Oats XI back in overnight to within 9nm , there simply wasn't enough air to power up the American boat in the run across Storm Bay and up the Derwent River. ... [more]  

Rolex Sydney Hobart Yacht Race 2014: In what skipper Mark Richards described as the crew’s most hard-fought line honours triumph, Wild Oats XI held off the impressive challenge posed by Comanche, the newly-launched entry from the United States. Completing the race in 2 days, 2 hours, 3 minutes and 26 seconds, Wild Oats XI finished eight hours shy of the race record she set in 2012. ... [more]  

After being dismasted a short time ago in the Rolex Sydney Hobart, Giacomo is motoring to the lee of Maria Island. In other race news, a very disappointed Bill Wild has retired his Reichel/Pugh 55, Wedgetail, from the race after suffering mast damage in the Cruising Yacht Club of Australia’s 628 nautical mile race at approximately 7.40pm off Schouten Island. All are safe and well on board. ... [more]  

Rolex Sydney Hobart Yacht Race 2014: Spithill was one of six helmsmen on Comanche. 'We can’t leave it at that,' he declared after finishing in Hobart. He says that on his watch this morning the boat reached a top speed of 32 knots and knows what she is capable of. 'Everybody got to see the true potential of this boat at the start. ... [more]  

Top international yachting photographer, Carlo Borlenghi was in the air above the Rolex Sydney Hobart Race fleet and provided these images of the third day of racing in the classic ocean race, as the leaders closed in on the finish, and the dock celebrations by Wild Oats XI. ... [more]  

Rolex Sydney Hobart Yacht Race - 'This is the sweetest victory by far,' Wild Oats XI skipper Mark Richards declared today after steering the silver-grey thoroughbred to a record eighth line honours victory in the Rolex Sydney Hobart. 'To rewrite a bit of sailing history doesn’t come along every day. To win a Hobart is a great honour but to win an eighth; I can’t believe I am here,' Richards said. ... [more]  

Photographer Andrea Francolini was on the water at 2014 Rolex Sydney Hobart Yacht Race line honours finish and provided this gallery of images. ... [more]  

Wild Oats XI entered the Derwent River some forty minutes ahead of Comanche at the Iron Pot and gybed her way up river in 5-10 knot southeaster, bright sunshine and crystal clear light to take a record breaking eighth line honours win in this race at 3.03pm The size of spectator fleet that accompanied Wild Oats XI and the crowds on the dock were much the largest ever sen for this race. ... [more]  

The Volvo 70 Giacomo lost her rig in the vicinity of Maria Island about 5.30pm local time yesterday evening. A second yacht Wedgetail (an RP55) lost the top off her mast in the same area at the same time. Giacomo is a Volvo 70 owned and skippered by Jim Delegat (NZL) and has a full New Zealand crew aboard ... [more]  

Rolex Sydney Hobart Wild Oats XI takes number eight by Rob Kothe and the Sail-World Team
Wild Oats XI finished at 303pm, with her big A2 flying. Her elapsed time was two days two hours three minutes and twenty six seconds 02:02:03:26 That was some eight hours outside the race record she set in 2012 of 1 day, 18 hours, 23 minutes and 12 seconds. ... [more]  

At the 2014 Rolex Sydney Hobart Yacht Race photographer Daniel Forster was on the water and provided this gallery of images from Day 2. ... [more]  

Rolex Sydney Hobart: Wild Oats XI scores comfortable 8th win by Richard Gladwell, Sail-World.com/nz
Wild Oats XI (Oatley family) has crossed the finish line for the Rolex Sydney Hobart race to take her eighth win in the offshore classic. She crossed the finish line in the Derwent River sailing on port tack with a big asymmetrical headsail flying, and accompanied by a bevy of spectator craft as she crossed the finish line at 3.00pm local time. ... [more]  

In Alamitos Bay Yacht Club's annual Boxing Day race the hometown Gibbs brothers, Riley, 18, and Sawyer, 16, started last in their 49er skiff but passed all of the other boats of various types to finish first in brilliant sun but cool light air Sunday. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Wild Oats XI is still leading the 2014 Rolex Sydney Hobart, some 38-nm from Hobart, and hoping to close in on a record eighth line honours win. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - The crew on the American super maxi Comanche have not thrown in the towel. They do not believe the race for line honours in the Rolex Sydney Hobart is over despite Wild Oats XI’s commanding lead. ... [more]  

2014 Rolex Sydney Hobart Yacht Race - Bob Oatley’s 10 year-old super maxi Wild Oats XI is racing towards an historic eighth line honours victory in the Rolex Sydney Hobart this morning. ... [more]  

Rolex Sydney Hobart: Wild Oats rounds Tasman Island
Rolex Sydney Hobart: Back markers in for a pummeling as front hits
Rolex Sydney Hobart: Sunday afternoon finish expected for Wild Oats XI
Sydney to Hobart - Another 40 foot white-wash?
Rolex Sydney Hobart: Your Turn, Then My Turn, Then Your Turn! *Feature
Sydney-Hobart: First, Second and Third! *Feature
Rolex Sydney Hobart 2014; Handicap Honours Predictions VIDEO *Feature
Sydney Hobart 2014: A ridge too far for Comanche
2014 Rolex Sydney Hobart Yacht Race - Images by Daniel Forster
2014 Rolex Sydney Hobart Yacht Race - Honing in on halfway
Sydney Hobart Race: 'The Old Girl' proves she's still got great legs
2014 Rolex Sydney Hobart Yacht Race - Drama among the supermaxis
Rolex Sydney Hobart Yacht Race images by Howard Wright
2014 -15 Barcelona World Race - Food, food, some not so glorious!!
2015 Fireball World Championship - Notice of Race released
Rolex Sydney Hobart: Supermaxi Race Start VIDEO *Feature
Rolex Sydney Hobart: Perpetual Loyal forced to retire with hull damage *Feature
2014 Rolex Sydney Hobart: Clouds backs the small boats for overall win
Rolex Sydney to Hobart: Replay video coverage on Sail-World *Feature
Sydney Hobart - Comanche leads but Oats XI keeps the rubber band on
Will Comanche take a scalp?   
Rolex Sydney Hobart Yacht Race 2014- Southerly takes its toll   
Rolex Sydney Hobart: Comanche leads in softening morning breeze *Feature   
Rolex Sydney Hobart - Comanche take a gun to the knife fight + Video   
Rolex Sydney Hobart Yacht Race 2014 - Supermaxi contest + Video   
Rolex Sydney Hobart: Images from the flying start on Sydney harbour   
Rolex Sydney Hobart Yacht Race 2014: Start photos by Andrea Francolini   
Sydney Hobart 2014 The Cutting edge Formula 1 yacht still leads   
Rolex Sydney Hobart Yacht Race 2014 – Grand dame heads back to Sydney   
Rolex Sydney Hobart Yacht Race - Day 1 start images by Carlo Borlenghi   
Rolex Sydney Hobart: Race Start Images by Crosbie Lorimer *Feature   
Clipper Ventures 10 starts Rolex Sydney Hobart Yacht Race   
Rolex Sydney Hobart Yacht Race - Another year another record   
Rolex Sydney Hobart 2014 – Comanche on the warpath   
2014 Rolex Sydney Hobart - Spithill to grind on Comanche   
Rolex Sydney Hobart Yacht Race – Spinnaker start forecast   
Rolex Sydney Hobart Yacht Race - Wild Oats XI ready to go   
Adventures of a Sailor Girl: Hobart coverage - December 26 - Live   
Rolex Sydney Hobart - The Peyron Perspective -Old People On New Boats *Feature   
2014 Rolex Sydney Hobart - Spithill to grind on Comanche   


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