Courtesy NMMAAs sales continue to normalize to prepandemic levels, the importance of boat shows cannot be overstated. Boat shows are always a highlight of the industry calendar, but their significance becomes even more pronounced amid economic headwinds and shifts in consumer confidence, providing a hub to showcase the newest models and products, move inventory, and connect with loyal customers and the next generation of boaters.
For starters, boat shows are a platform for innovation. They create a valuable stage for exhibitors to unveil their latest creations, and to bring their products and services to life for customers. Whether it’s technology, design or a standout display, these events offer the perfect platform to showcase advancements.
For dealers and manufacturers aiming to increase demand, the ability to introduce customers to innovations becomes even more important. Exhibitors can use boat shows to demonstrate their adaptability by presenting products that address evolving customer needs and preferences.
Courtesy NMMABoat shows also attract new boaters. When there’s a tightening in the market, marketing and sales expenses often get cut, but the businesses that ramp up their marketing efforts typically grab market share. This is especially the case when going after new boaters. Boat shows provide a way for exhibitors to meet new boaters, build a relationship and nurture them to become customers. With boat shows seeing more first-timers last year, we expect similar trends in 2024, providing new opportunities to connect with younger audiences and next-gen customers.
According to a 2021 Discover Boating consumer survey, boat show attendees in the 18 to 44 age group are seeking fun experiences, education and human connection, in addition to meeting with brand representatives and seeing new products. To entice this next generation of boaters, Discover Boating continues to evolve its boat shows through a variety of consumer touch points and experiences. Boater education and immersive activities, such as the Discover Boating Beach Club, launched this year, let attendees feel the benefits of boating. Such experiences ultimately help bring more boaters into the market.
Boat shows are also key for market visibility and brand recognition. In a competitive industry, maintaining market visibility with current and next-gen customers is paramount. Boat shows offer a concentrated audience of enthusiasts and potential buyers, allowing exhibitors to gain crucial exposure. Boat shows ensure brand visibility, reinforcing market presence and helping to secure a foothold for future growth.
These shows also help with customer engagement and boosting sales, because exhibitors can engage with customers on a personal level. Face-to-face interactions at these events create a connection between exhibitors and potential buyers that digital marketing simply can’t replicate.
In fact, according to a Discover Boating study, approximately 61% of first-time buyers intended to go to a show to shop for their first boat, and they had interest in doing so before visiting a dealer. Some 63% of overall respondents intended to go to a boat show to find their next boat.
As you plan for the 2024 show season, think about offering promotions and discounts to entice these buyers and future customers. Your show teams can support your sales efforts by promoting boat show specials through a variety of marketing channels, increasing your exposure. And it’s not just about the immediate sale. Building relationships and trust with customers is essential during uncertain times, and boat shows can help your business do that, often serving as a catalyst for future business.
Boat shows are also an opportunity to gather market research and feedback. Understanding market dynamics is crucial for survival and growth. Boat shows serve as an ideal venue for market research. Marine businesses can gain insights into changing consumer preferences, emerging trends and competitive landscapes by interacting directly with attendees. This feedback loop helps exhibitors make informed decisions and adapt their strategies.
As we prepare to head into the new year and the busy winter boat show season, the importance of these shows transcends economic cycles. Businesses that recognize the lasting value of boat shows position themselves not only to weather occasional storms, but also to thrive in the calmer waters that follow.
Boat Finder, which launched this year across all of Discover Boating’s boat shows, empowers customers to begin the boat shopping process weeks ahead of the show they plan to attend.
More than 2,000 new-boat models were displayed as many as 3 million times to consumers on Boat Finder since its launch last winter. There is demand for more information as consumers research boats online. More than 162,000 people engaged with Boat Finder in their search to buy a new boat. The average user viewed more than 53 models and stayed for an average of four and a half minutes — nearly five times industry averages.
Boat Finder lets consumers isolate brands and models that match their needs, so they can get to their desired product faster; take a deep dive into boat models with detailed descriptions, specs and features; connect directly to a boat brand’s website; know exactly where to locate their selected boat at the boat show; and connect directly with the dealer before they arrive.
Jennifer Thompson is senior vice president, boat shows, at the National Marine Manufacturers Association
