When the boating industry hits a down cycle and moving inventory is critical to keeping sales afloat, boat shows become an even more important sales driver and marketing channel. No other platform brings such a concentrated audience of potential boat buyers 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.
The 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, and more so, looking to purchase a boat, are top reasons why people attended.
As winter boat show season approaches, below are 4 turnkey tips for maximizing your return on investment:
- Highlight Innovation: For dealers, boat shows offer the ideal platform to introduce customers to innovative features and new advancements to stand out from competitors and capture customers on the fence. By showcasing the latest products 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.
- Market to New Boaters: With boat shows seeing more first-timers, there’s a unique opportunity to connect with younger audiences and capture next gen customers. To meet the needs of new audiences, make sure your brand is distinguished from others. What we’ve seen working for interactive and educational experiences include
simmersive activities for all ages, from simulated docking and fishing tutorials and immersive displays to hands-on activities and educational workshops and seminars. - Consider Incentives: According to a recent Discover Boating consumer survey, approximately 61% of first-time boat buyers intended to go to a boat show to shop for their first boat, and 63% of overall respondents intended to go to a boat show to find their next boat. Consider offering special promotions and discounts to entice them. Your show teams can support your sales efforts by promoting these boat show specials through your marketing channels. 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.
- Market Research and Feedback: Gain insights into changing consumer preferences, emerging trends, and competitive landscapes by interacting directly with show attendees. This feedback loop helps exhibitors make informed decisions, adapt their strategies, and stay ahead of the curve.
Visit DiscoverBoating.com/boatshows for a complete schedule of boat shows happening around the country.
Learn more about Discover Boating, powered by NMMA and MRAA.
