Rivergate boat show, Auckland On Water, GME bonus with GX300 and GX600
There is a host of new boat shows joining the calendar this year, in Australia, New Zealand and around the globe. While the newcomers burst on the scene with a 'green pasture' approach, established shows are repositioning and rebranding to keep pace with consumers and deliver for their exhibitors.
The Viaduct Harbour will once again be the centre of the newly branded Auckland on Water Boat Show
One example, is the Auckland On Water Boat Show, with a new name, logos and ethos to reflect 'the greater diversity of exhibitors who attend the show and to be more closely aligned with New Zealand's diverse, world class marine industry'.
Rivergate in Brisbane is poised to host its own trade and consumer show, making the most of its location adjacent the Gateway Bridge on the Brisbane River and acres of space at its facilities for exhibitors on water and in booth spaces.
Rivergate Brisbane the venue for the new boat show in October. Rivergate Brisbane
Then there is the Gold Coast Marine Expo in November, the Marine Qld shows of Mackay, Sunshine Coast Marine Festival and this year, Manly on Brisbane's Moreton Bay.
Before we clap hand to forehead and exclaim about too many competitors in the boat show ring, we need to consider that boat shows are prime opportunities to sell.
NMMA research clearly shows 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.
More and more, boat shows are 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 the entertainment value or fun, while 33% said they go every year.
So tip your hat to the new and the long-standing boat shows and realise they are there to deliver great occasions to introduce people to the boating lifestyle, entice people to sample, buy and yes, dream a little.
Lots more of everything else as well this week, including the nifty promo for Easter of a Trafalgar First Aid Kit with the purchase of the GME GX300 and GX600 marine radio models, and a feature on the cruise line industry and its response to the recently publicised misfortunes of the Costa Concordia and sister ship, Costa Allegra - and the many others that go unreported every year.
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