>
 
FishingBoating-World.com
 
 
News Home Newsletters Photo Gallery Powerboat-World Australian Cruising World Cruising MarineBusiness-World Animated Knots
MarineBusiness-World Animated Knots Video Gallery MarineBusiness-World
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.fishingboating-world.com/index.cfm?nid=106946

3:37 AM Tue 26 Feb 2013GMT


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







FishingBoating-World

Abbot Point onshore disposal by Great Barrier Reef Marine Park Authority,












Great Barrier Reef plan released for comment by Queensland Minister for Environment,












Brisbane Boat Show begins *Feature by Jeni Bone,










































2014 Mandurah Boat Show - Third largest boat show in Australia
Fishers invited to industry meetings
Antarctic sea-level rising faster than global rate
Andrew Scott joins Superior as General Manager *Feature
Best Birthday Party ever at Southport Yacht Club! *Feature
From nursery to school: Research highlights critical fish habitats
‘Hall of Fame’ status for Empire Marina *Feature
Saltwater Species Hunt Challenge launched
‘Fish Friendly’ accreditation for Sanctuary Cove Marina
Vicsail Boat show Open Day at Rushcutters Bay
Marine15 - prospectus available online now + VIDEO *Feature
Southport Yacht Club achieves Clean Marina certification + VIDEO *Feature
Port Kembla Volunteers bring in 75 metre monster from 5nm offshore
Gold Coast Int'l Marine Expo - Make every moment one to remember
Dangerous conditions for boaters from Queensland border to Sydney
Nanjing 2014 Youth Olympic Games - Opening series concludes
4x4 Outdoors Show and Fishing and Boating Expo - Busy opening day
More new boats brand Brisbane Boat Show as a spectacular showcase
Discover world of transport - Holidays at National Maritime Museum
Garmin’s compact echo dv fishfinders pack a powerful punch
Anthony Gagliardi wins Forrest Wood Cup at Lake Murray   
REMUS SharkCam captures up-close encounters with Great White Sharks   
From Penguins to Polar Bears   
Understanding the value of commercial fishers and how they survive   
4x4 Outdoors Show and Fishing and Boating Expo on the horizon   
Polar research: Six priorities for Antarctic science   
Bivalves' ability to clean chemicals from waterways   
Brisbane Boat Show 2014 - New boat engines set to rev up interest   
Two rescued in tow from 13km offshore   
National 4x4 Outdoors Show and Fishing and Boating Expo - 4WD heaven   
Sydney Boat Show display winners recognised *Feature   
US leads the way in shark conservation, science and management   
2014 National 4x4 Outdoors Show: Popularity of caravanning and camping   
2015 Sydney Inte'l Boat Show - Boating Industry commences planning   
John Hemingway joins anglers for upcoming Wahoo Smackdown V   
Dangerous conditions for boaters from this evening   
Pacific Boating membership offers hassle-free boating *Feature   
Marine15 expands trade, networking and B2B opportunities *Feature   
2014 Auckland on the Water Boatshow - Huge prize packs up for grabs   
Sustainable Seafood - How to purchase with confidence   


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 FBW
LocalAds   DE  ES  FR  IT