More and more, company owners and executives in all industries are questioning ROI (return on investment) on each and every potential expense, for good reason. It’s a brutal market and funds are scarce. Today, it is even more important than ever to choose wisely where to spend marketing dollars in order to maximize your investment.

The question of the boat show as a sales generator platform has been hotly debated in some industry corners the past few years, with a slimming of the show slate resulting as the weaker shows fell out. Despite the microscopic analysis, however, the strong boat shows have not only survived, but are continuing to thrive. Both show producers and exhibitors clearly understand it is no longer business as usual. The best show teams are working harder than ever to repackage and retool their events by utilizing the latest marketing strategies to both benefit their exhibitors and continue to drive qualified attendance. Smart exhibitors are doing the same.

To get the pulse on today’s best boat show strategies, Waypoints went in-depth and interviewed four highly seasoned boat show experts about what it takes to be successful. Two of the top boat show producers in the country were tapped including Cathy Rick-Joule, VP of Boat Shows for NMMA, and Manager of the Miami International Boat Show who also oversees the Atlanta Boat Show, Atlantic City Boat Show, Baltimore Boat Show, New England Boat Show, New York Boat Show, Norwalk Boat Show, Strictly Sail Chicago and Strictly Sail Miami; and Nancy Piffard, Show Director, Newport International Boat Show and Providence Boat Show. In addition, commentary from two veteran show exhibitors is also featured including Peter Cook, owner of Topaz Sailing Systems (winner of the 2010 Sail America Best in Show Award) and former global brand manager of Sunsail, along with Hunter Marine Director of Sales Greg Emerson who has been with the company 33 years. Their collective feedback provides powerful insights into how to best prepare and position your team for the boat show, and how to strategize for sales success before, during and after the show!

WAYPOINTS: First, do you believe boat shows are still important and relevant?

RICK-JOULE: Boat shows are, and will continue to be, extremely important and relevant. Where else can you see, smell, touch and taste so many boats, engines and accessories in one place at one time? No other place surrounds you with the excitement of being on the water than a boat show, and we know through focused research that for people that attend, boat shows had the most influence on their decision to buy a boat (57%) vs. their experience at a dealership (54%) and the Internet (47%).

COOK: The Internet is great but we still need the physical connection to people. At boat shows you can shake the customer’s hand and explain the product in person; put a name with a face, and allow them to physically touch and feel the product. It is the best venue to reach large amounts of qualified leads. Boat shows also allow exhibitors to connect face to face with others in the industry, so they can strengthen relationships and build partnerships.

For a dealer like Topaz that sells direct, it is critical that we attend shows; it is the primary avenue for customers to see and sail our boats. Without shows, we would be “dead in the water!”

EMERSON: The internet today provides the boat buyer with more information about the boat they are shopping than anytime in our history of building boats. However, even with all this information, the buyer still has the need to see, touch and experience the boat he will eventually purchase. Certainly he can visit dealerships and possibly see what he is looking for, but a boat show provides a wider variety of model sizes than dealers are able to stock today and there is no place like a boat show where a consumer can see most all the boat brands in one location at one time.

PIFFARD: Boat shows are still the number one way to market your boat or product to thousands of potential customers at one time rather than to a few who might come to your showroom. If you don’t “stay out there” in the consumer’s eye, customers may think you are no longer in business.  When you participate in a boat show it is reasonable to assume that most of the people who attend the show have a passion for boating.

Boat shows provide the platform for customers to shop all the brands in one place.  They can do comparison shopping, go aboard, handle the product, and get a feel for the interior and exterior, plus, ask questions while they have the experts on hand.  Most serious buyers will research what they are interested in first then go to see the real thing at the show. It’s much easier than going to all the different showrooms.  Compare, talk, and demonstrate.

WAYPOINTS: As a show producer or as an exhibitor, what are boat show producers doing to improve shows and better attract quality attendees - and can you cite any specifics?

PIFFARD: Most important, we work to make exhibiting cost affordable. We have instituted value added promotions such as free exhibitor guest tickets, reduced price when displaying multiple boats, free electric, etc.  We have not raised our in-water prices in many, many years.  Show producers need to provide excellent customer service before, during and after the show. Make sure the exhibitors’ stage in and stage out runs smoothly.  The site should always be neat, clean and easy to navigate. It is important that attendees at the show site have access to good food and a place to park their strollers. Benches and tables around the site are important so they can sit and talk or read brochures, plus, parking in the area should be easy and affordable.

The first order of business for show producers is to bring buyers and sellers together and make it easy to do business. We have a very healthy marketing/media/public relations program. We reach out to specific people who have a passion for boating --- whether sail or power. Buy lists of boat owners (all lengths) and reach out to them with discount ticket promotions and show highlights. We work with magazine partners to offer specials to their subscribers. We also realize the importance of attracting “new people” who want to get into the sport but think they can’t. We offer good intro seminars, workshops, classes for beginners, plus a "hands on" Discover Sailing Program to introduce families and individuals to the sport. They will be the buyers in the future. Get them hooked now with demo programs, simulators and seminars, and they will be hooked forever.

EMERSON: Most boat show producers are placing a strong emphasis on marketing and taking advantage of all media opportunities to promote their shows. Another area of focus for show producers is providing good quality seminars that attract boaters. I have the privilege of serving on the Sail America board, and seminars are an area of strong emphasis and focus; we have partnered with other show producers to help them in these areas.

COOK: I think show producers are doing a better job being more consistent in promoting the shows (e.g. sending out e-newsletters and flyers on a regular basis). Many are also trying new things to get people out on the water, i.e. “Take the Wheel.” Demo sails during and directly after the show is another initiative I’ve seen, along with pre boat-show open houses.

Another new development includes local distributors getting together to offer smaller, less formal and more localized boat shows. We’ve also seen smaller shows in select areas, with a more focused aim, like the recently held, “Cruisers University.”

I’ve also seen selection of new venues, like the Southwest Show. It’s also been great to see show producers providing more advice to exhibitors, providing more information on how better design booths, as well as offering selling tips. It seems they are also making a bigger effort to provide opportunities for exhibitors to be more involved, like speaker series, etc.

RICK-JOULE: NMMA is doing many things to improve shows and better attract quality attendees. Here are a few:

• Boat Finder – Boat buyers like to do their research before they make a purchase, so NMMA created the Boat Finder program which allows all exhibitors to post their boat inventory on the show’s website. This allows consumers to pre-shop the show for boats they are interested in and they can also schedule appointments with the dealer through the website. The Miami International Boat Show saw 103,517 “shops,” up 318% from the 2010 show.

• We use social media, both Facebook and Twitter, to promote the shows year-round. The effort ramps up with more frequency in the three months leading up to the show with posts on show features, new products, benefits of the show, etc. To date, we have nearly 4,000 followers on Facebook and 3,000 followers on Twitter for the Miami International Boat Show.

• For the 2011 Miami International Boat Show we created a mobile application for iphone and Android users to create show awareness and drive traffic to the show. Consumers were able to check out exhibitor listings, boat information, seminar schedules and more in the palm of their hand via our app that was promoted before and during the show.

• We use online contests to grow our consumer email lists to communicate to consumers about show news, features and special offers. We are currently sending over 140 emails to our consumer email database of boat and sportshows, communicating about special events and promotions, ticket offers and product news.

• We created the Discover Boating Resource Center, a new experiential feature that provided FREE hands-on educational opportunities in our Miami and Tampa shows on a variety of topics like joystick docking challenge, jet boat experience, coastal navigation, offshore navigation, close-quarter boat handling and beginning and advanced sailing lessons. We had 450 attendees participate at our 2011 Miami show and another 232 attendees participated in our 2011 Tampa show.

WAYPOINTS: In your opinion, how do you think boat show exhibitors can get the most/best return from their boat show investment?

EMERSON: Have an organized plan and implement it! Create a strategy for what you want to accomplish at the show and then walk through those steps prior to the show and make sure that everyone is on board and part of initiating that strategy.

RICK-JOULE: Have the right people in the right places. You need to choose your staff carefully, make sure they are provided with all of the tools they need to do the job, and they must be passionate about what they do. They need to be constantly reminded that this sale is not about them, but about the customer. They need to stop selling features and benefits and focus on finding out everything they can about the customer.

COOK: Make a big effort to gather qualified leads. Make the most of every minute the show is open, which is often hard towards the end of the day, and especially on the last day. Have a follow-up plan for after the show.

PIFFARD: We believe that the most important thing an exhibitor can do is to pre-market to their customers and prospects. Invite them to come and see them at the show. Send them a ticket --- they will appreciate the gift.  Have an inviting display. It doesn’t have to equate big dollars, just needs to be customer friendly and not intimidating. Staff should look professional and approachable and they need to be knowledgeable about their product. Brochures and info should be readily available. Use Facebook for news on your boat or products. Make sure your website is up to date and easy to use.  Take advantage of special promotions that the show might be having. At the Newport International Boat Show if you have a brand new debut, we have the Newport for New Products program. If your boat or product is accepted into the program you will receive a bonus promotion in three national magazines and recognition at the show. Take advantage of this kind of incentive/promotion at all the boat shows.  

WAYPOINTS: Does your company create a specific strategy or plan for the boat shows you either produce, or participate in? If yes - can you describe it and what is involved?

COOK: Yes first we look at what areas and target markets we want to focus on for the upcoming year, and then we break down the shows into 3 categories:

• Must attend

• Would like to attend if budget / time allows

• Not this year (unless a ridiculous good deal comes along)

From there, we create a budget for the year. We purchase promo items in bulk to last the show season (to get better pricing). We research the booth location – we try and book space that has good traffic flow, proximity to other complementary vendors. We also focus on developing specific offers for specific shows.

PIFFARD: Each year, we have a strategic planning session with all key staff well before our shows. We discuss our goals and how are we going to achieve those goals. We talk about mistakes we might have made and how we can improve on them. Our staff input – from the operations team to the gate staff -- is very important. They are the ones talking to the exhibitors and attendees all the time. Make sure you include them in your strategy sessions. Listen to what they have to say. It is usually very important information. It sets the pace for the coming months. Then, as we come closer to the show, we start creating excitement about “what’s happening.” We use Facebook, Twitter, press releases and a number of newsletters via our email list.

Immediately after the show we have a “Good, Bad and Ugly” staff meeting. We discuss what was the best thing that happened at the show, what was the worst and how can we improve. This is really helpful. Everything is fresh on the staff’s mind. Many real solutions have come out of this meeting.

RICK-JOULE: From the exhibitors’ perspective, the best thing you can do is remember that selling in your dealership is very different than selling at a boat show. You are dealing with large numbers of people at a boat show and you need to learn how to find the “no’s” quickly so you can spend time with the real buyers.

EMERSON: Yes, we first decide what product we want to display at the show and which dealers will bring those models. We then determine the best layout for our display based on those models and how we want traffic to flow. We then determine what the best approach to marketing will be and utilize the resources available. It is extremely important for us to include our dealers while planning for a boat show. We will have a series of conference calls utilizing years of experience between the manufacturer and dealers to plan a show that will flow well from start to finish. One of those areas we discuss is how to best collect lead information during the show – that is super important.

WAYPOINTS: What do you do, or what do you recommend, as a strategy to collect valuable prospect information at the boat show?

PIFFARD: Create some kind of sign-up promotion linked to their specific product that will get them qualified prospects. For instance, if a person ends up buying a boat, they get something special, whether a reduction on the price or a free service related to the boat or product, etc. This will also build up a valuable email list for future promotions of their product.

COOK: We do it the old fashioned way -- we ask for it, and then fill out an inquiry form. We also do a daily raffle at booth for a prize. We are still working on a more efficient way to try and gather the information electronically; tablets for every sales person seem to be the way to go, but that will require investment.

EMERSON: Every customer that enters the Hunter display will be asked to fill out a short boarding pass. At the show we will usually have multiple dealers working the show representing their local markets. Each dealer will be assigned a sticker color and when the customer completes their boarding pass, our greeters give the customer a sticker to wear based on where they sail or would sail if they don’t own a boat. The dealers then look for the customers with their assigned color. This saves time and allows the dealer to start talking to and qualifying a customer sooner. Time is critical because the customer may only be in your display for a short period of time and this gives the dealer a chance to start their dialogue with the customer right away. This also eliminates two or three other dealers approaching a single customer. Customers do not like being intimidated.

RICK-JOULE: Collect information that is valuable to you, and consider what you are going to do with it before you ask. What you do with the information will drive how and what you collect, and in what way.

WAYPOINTS: What type of follow-up do you recommend after the show?

RICK-JOULE: Anything! Just make sure to do it! I can’t tell you the number of times that attendees have complained to me “I spent serious time looking at XYZ boat at your show, and I never got one call to follow-up after the show.” It should be no surprise that our research tells us at 25% of boat show attendees that come to a show with the intention to buy – leave without having done so.

EMERSON: One of the most important aspects of our show strategy is follow-up, which is why we go to great lengths to collect leads at the show. Initial follow-up is critical within 72 hours of the last day of the show.

At the show, the customer is actually paying to see you and your product. After the show, they won’t come see you unless there is a good reason for them to do so. After each day of the show, the leads are distributed to the dealers for follow-up. Some times, follow-up actually begins during the show, but the leads become extremely valuable after the show.

Our dealers will enter the leads into their database of leads usually splitting them up between their sales staff, and then begin calling and e-mailing these customers throughout the year to follow. Of course these leads remain in the dealer’s data base for years to come. The leads that are not local to the show are distributed after the show to the dealers representing those particular markets.

COOK: For generic leads, we send an email with a special offer while for specific leads, they receive a personal email and/or phone call. We also send them out a copy of our e-newsletter.

PIFFARD: Sales people need to develop a trusting relationship with their customer.  A thank you note for visiting the boat or booth is a great reminder. follow-up with an email or call asking if they have any questions. Send material about your product.  If very interested, schedule a sea trial. Don’t let too much time go by. Remember, they have shopped the show, so you need to keep your product on their mind.

WAYPOINTS: What are some of the best practices you've implemented during the show?

EMERSON: There are many important things that we have learned over the many years of successful boat shows and besides collecting owner information, another is signage. We have found that displaying as much information as we can about the boat specifications, the pricing and boat show incentives is extremely helpful to not only the customer but also to our sales staff working show. In this manner, the show staff doesn’t have to spend a lot of time looking up information for the customer and can focus more on selling the boat and the lifestyle. Of course it is always important to leave just enough information unanswered to allow the customer to engage the salesperson or vice versa.

PIFFARD: They have created a display that stands out from the rest! Staff is present in the display at all times and readily available to answer questions. They stay on Monday when the show is over and conduct demos on the water with their prospects.  Some contract for an additional space in the “demo” section of the show so they can get a prospect right out on the water! Financing is provided on site.

COOK: Staff and booth must be ready by show open (clean, picked up, brochures stocked). We greet every prospect with a smile. We have uniforms with nametag clearly in view. There is no eating allowed on stand, and no checking e-mail on stand.

RICK-JOULE: Some of the best practices that I have seen: Have a team meeting before the show opens each day. Get everyone emotionally prepared for their day and the opportunities that lay ahead of them. Make sure to give kudos and recognize folks for a job well done. This is really effective in front of their peers.

Work as a team…..we have a few boat companies that will literally help any fellow exhibitor with anything at anytime. They are all in it together after all.

Present a unified front….they look alike, they behave alike, they deliver alike – no surprises.

WAYPOINTS: What advice do you have about how to create an inviting, effective and functional display?

COOK: It doesn’t have to be fancy, just coordinated. Pick a color theme that matches your brand and coordinate banners, uniforms etc. Give it an open, inviting feeling. Make sure what you are selling is clearly communicated with signage, banners etc.

PIFFARD: At the Newport International Boat Show we award exhibitors for creating an inviting, eye catching display! In partnership with Edson International, we award four companies with the Edson 5 Star Award for Excellence in Creating their Company Image.

Here is what every display should strive for and it does not have to be costly:

• Brand/Logo is evident everywhere you look.

• Attractive, neat and clean, free of clutter.  

• Display has a cohesive look and feel.

• Staff is knowledgeable, friendly, professionally dressed, and respectful. 

• Collateral is readily available to attendees, business cards are out, website is printed on everything.

• Floor is clean and clear of debris (no accidents!).

• Overall, there is a sense of pride.

The company realizes that how they look and how they market themselves has a direct effect on sales and referrals.  It is not about having to spend a lot of money on a display, it’s about making it work to attract potential buyers.   

EMERSON: Positioning of the boats is very important so that everything can be seen before entering the display. Make sure that no boat hides another. In order to make it inviting, you want a little of every boat to be seen from outside the display and any new models should be positioned up front.

The flow also has to be good. Because we have people sign in, it is important that the initial traffic flow brings people to our front desk where they are welcomed by a greeter who can answer any questions that they may have. Eliminating congestion and traffic jams inside your display are important. As mentioned previously, signage is important but it is a fine line to not have too much. You don’t want to go overboard with signage especially on the boats. Our philosophy is a clean boat, free from too much signage. Branding is equally important with flags and banners announcing the brand.

Another very important aspect is having someone inside the boat as well as outside the boat to answer questions and help qualify buyers. However, on extremely heavy traffic days, having someone inside the boat can slow traffic down too much and may have to be avoided. In fact, on days when traffic is the heaviest, it may be important to have a person help control how many people can board the boat at one time. Too many people on a boat at once creates a situation where everyone loses!

Lastly, it is important to have what we call a closing area, somewhere that a salesperson and customer can get away from the crowds and sit down and talk. We have learned that it is important that this is away from your display so that the customer isn’t distracted by the noise and sights of the show. This way you have each other’s full attention.

RICK-JOULE: Use your time wisely. Be ready at the opening bell and not scrambling around completing details. You’d be surprised that some exhibits are never ready until well into the show’s opening. Create a fun environment….give stuff away….have fun! Think of how you set up your display from your customers’ shoes…….after all, it is for them, not for you.

WAYPOINTS: What type of pre-show sales training do you recommend to help prepare them for the show?

RICK-JOULE: If you are bringing in seasoned staff, make sure to remind them that selling “here” is not going to be the same as selling “there.” Avoid hiring people that “bought your boats in the past to sell your boats in the future.” Often times we feel that our owners are our best allies – they can be sometimes, but rarely unless they also have some real sales training under their belt. If the show producer offers training, take advantage of it. It is usually free.

COOK: We conduct a team meeting one week before the show to review show specials and sales goal for the show. We also conduct sales training as close to show as possible to ensure that everyone understands the product we are selling. We hold a daily sales meeting before the show opens.

EMERSON: We start early with multiple conference calls getting dealers involved with the show plans which puts everyone on the same page and everyone takes ownership. Also prior to the show, we re-distribute to our participating dealers by e-mail as many resources as we have available about the benefits and features of the boats at the show (especially new product), along with available options, pricing, show incentives, our product availability, our competition, the market, interest rates and available retail financing. We then wrap this all up with a scheduled meeting prior to the show to discuss these items and do a physical walk through on any new product on display.

PIFFARD: Make sure your sales staff is extremely knowledgeable about the boat or product. Know how to approach a person without overwhelming them and be able to discuss the special features and answer all types of questions. If kids are on board, have patience. My best advice is for the exhibitor to market to their prospects before the show (see us at Booth #7) plus send them a ticket to the show. We provide Exhibitor Guest Tickets at a discounted price to help exhibitors afford inviting their customers and hot prospects. A free ticket will make them feel they are getting something of value. They can be sent with a personal note, a thank you, an incentive, etc.

WAYPOINTS: In your opinion, what is the most important consideration for boat show success?

RICK-JOULE: The most important consideration for boat show success is to make sure you weigh the needs of your exhibitors AND the needs of your attendees. At NMMA, we feel that if we make sure to provide the attendee with a good experience and quality exhibits in a clean, enjoyable environment and provide solid educational and entertaining components, you can’t lose! We call these “our 5 – E’s”. If the attendee comes to the show and has a positive experience, we have ensured our exhibitor a positive and confident customer.

COOK: It is about being prepared with a plan (set-up, during the show, and breakdown), and allowing for flexibility in that plan as opportunities / challenges arise, e.g. space for an extra boat if another exhibitor doesn’t post, demo sailing opportunities, working with show management to do your best to accommodate their and other exhibitors needs.

PIFFARD: Boat Show success equates to happy exhibitors who are meeting qualified attendees and selling boats or product (ROI)! Therefore, our mission as show producers is to “bring buyers and sellers together.” We need to get the right people to the show -- which is both new and seasoned boaters. As show producers, we need to capture their interest by providing value to their visit. Make getting to the show easy, parking available, finding what they are looking for easy, fun for children, fun for the whole family. This can all be achieved with a well-thought out marketing and public relations strategic approach. It certainly helps when the show is located in a fabulous destination and the sun shines!

Companies need to participate in order for people to see what they have. Producers need to keep the cost for exhibitors to participate at a level that is affordable and to provide value added incentives for both exhibitors and attendees.  Provide excellent customer service from stage-in to stage- out.

EMERSON: Actually I have two responses to this question; first, be at the show with boats because it is the best advertising and selling resource we have available to us! The second is follow-up, follow-up and more follow-up!

Wanda Kenton is editor of Waypoints, president of Marine Marketers of America, national marketing columnist for Soundings Trade Only since 1997, and owner/president of Kenton Smith Marketing, www.kentonsmithmarketing.com For more information or to comment on this story, e-mail wanda@kentonsmithmarketing.com