Down cycles — when moving inventory is critical to keeping sales afloat — are times that demonstrate how critical boat shows are as a sales driver and vital marketing channel.
Boat shows are a cornerstone of the recreational marine industry at all times, but especially so during down cycles. No other platform brings such a concentrated audience of motivated buyers or curious water-seekers together, allowing our industry to sell boats and generate leads. Exhibitors can attract new customers, re-engage existing owners and build brand loyalty by showcasing innovation. Boat shows are an unparalleled showcase for new products that allow shoppers to see all the latest models in one location.
In addition to being an impactful sales channel, boat shows are a hub for demonstrating industry trends and innovations, from the latest and most-efficient hull designs to technologies that enhance the consumer experience and make life on the water easier. Exhibitors can present their latest product lines directly to shopping consumers, as well as to influencers, lawmakers, the local community and the media.
This exposure is invaluable, especially in such a hands-on setting. According to this year’s Discover Boating boat show attendee surveys, shopping new accessories, gear and technological innovations are a top reason people attended. They’re looking to outfit their boats and improve their boating experiences with the latest of everything.
If your company is connected to the Discover Boating Miami International Boat Show or Discover Boating Minneapolis Boat Show, don’t miss the chance to submit your new products and technologies for the National Marine Manufacturers Association’s Innovation Awards, which recognize manufacturers at the forefront of marine advancement. To nominate a product, contact Rachel Harmon at [email protected].
Intentional Displays
Brand loyalty is built on trust, innovation and shared values. Boat shows provide an opportunity for dealers to establish and reinforce these connections with customers. By showcasing the latest products and technologies in a dynamic and engaging setting — such as augmented reality tours or in-booth education and entertainment — dealers can create memorable experiences that resonate long after the event is over.
For younger customers, brand loyalty is often tied to a company’s values and its commitment to issues they care about. This includes demonstrating a genuine commitment to reducing environmental impact or promoting advancements in the industry.
What we’ve seen working for interactive and educational experiences includes virtual reality demonstrations of new technologies; immersive activities for all ages, including simulated docking and fishing tutorials; and educational workshops and seminars.
Experiential enhancements and activations are also top of mind heading into the busy boat show season, as we collectively work to engage and excite attendees in a meaningful way. The Marine Retailers Association of the Americas has resources related to boat show sales and marketing. They are filled with helpful tips and ideas, including a Pop-Up Boat Show Cheat Sheet.
Discover Boating continues to enhance its presence through boat shows to engage customers and future boaters with a variety of touchpoints and experiences. Did you make it to one of our Discover Boating Beach Clubs this year? How about the new boater education offerings, including free daily seminars on land and in the water?
Attracting buyers and those who are new to boat life to our industry boat shows means we have to continue evolving to meet the needs and interests of today’s consumers. We want them eager to return for years to come. For attendees, a good boat show sales experience starts with meaningful engagements, such as staff who detail product features and sell the fun while providing education. That first impression matters.
There’s also critical post-show followup and lead-nurturing, which includes hosting these same people at the dealership and on the water so they can try before they buy. Education and how-tos through email and digital marketing can build trust in the brand and confidence on the water, and can help people get a feel for what a brand or dealership can offer.
Overall, boat shows help bolster sales, build brand loyalty with customers and engage future boaters. Let’s support boating consumers in an omnichannel experience, reaching them through a variety of marketing channels and touchpoints. Let’s delight them at every turn. In doing so, we can ensure long-term success in an increasingly competitive and forward-thinking market.
This article was originally published in the October 2024 issue.
