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I cringe when I hear people say, “I didn’t sell anything at that show last year, and I am not doing it again.” After all, boat shows are the place where people you do not know today are going to find you, make comparisons and form opinions. Your clients will also find you, catch up on what’s new, and bring you a wealth of marketing data to take back to the home office. Your clients will tell their friends what you had on display and how much they liked it. Those clients are the best salesmen and women you have.
In the process of right sizing our Sabre and Back Cove brands for the new economy, every marketing expense is being carefully scrutinized. At the end of the day, getting our boats in front of as many boaters as possible is the best way we know to drive sales.
But every show brings decisions to reduce the number of slips, on-site expenses, and travel and entertainment expenses. We begin the process of planning our Fall shows right after the rush of Winter shows that typically ends with Miami and Boston.
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According to tradeshowsandevents.com, some 110 million North Americans attend 4000+ trade shows each year. Trade and consumer shows alike have been a viable commodity and marketing platform for a plethora of industries including marine, offering the latest in products and services all conveniently grouped under one umbrella.
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