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As boat sales continue to normalize to pre-pandemic levels following historic growth the last few years, the importance of boat shows cannot be overstated. While boat shows are always a highlight of the industry calendar, their significance becomes even more pronounced when facing economic headwinds and shifts in consumer confidence, providing a hub to showcase the newest models and products, move inventory and connect with both loyal customers and the next generation of boaters. 

A Platform for Innovation

Boat shows provide a valuable stage for exhibitors to unveil their latest creations and bring their products and services to life for customers. Whether it's cutting-edge technology, groundbreaking design, or a standout display, these events offer the perfect platform to showcase the industry's advancements.

For dealers and manufacturers aiming to boost demand, the ability to introduce customers to new innovations becomes even more important. Exhibitors can use boat shows to demonstrate their adaptability by presenting products that address evolving customer needs and preferences.

Attracting New Boaters

When there’s a tightening in the market, marketing and sales expenses often get cut, when instead, the businesses that use this time to ramp up their marketing efforts are the ones to stand out and grab market share. This is especially the case when going after new boaters. Boat shows provide a way for exhibitors to meet new boaters, build a relationship and nurture them to become a customer. With boat shows seeing more first-timers last year, we expect similar trends in 2024, providing new opportunities to connect with younger audiences and your next gen customer.

According to a 2021 Discover Boating consumer survey, in addition to meeting with brand representatives and seeing new products, boat show attendees in the 18-44 age group are seeking fun experiences, education and human connection.

To meet the needs of–and entice—the next generation of boaters, Discover Boating continues to evolve its boat shows through a variety of consumer touchpoints and experiences. New boater education and immersive activations, such as the Discover Boating Beach Club launched in 2023, provide attendees the opportunity to feel the benefits of boating and ultimately help bring more boaters into the market.

Market Visibility and Brand Recognition

In a competitive industry, maintaining market visibility with both current and next gen customers is paramount. Boat shows offer a concentrated audience of enthusiasts and potential buyers, allowing exhibitors to gain crucial exposure. Boat shows ensure brand visibility, reinforcing their market presence and helping to secure a foothold for future growth.

Customer Engagement and Boosting Sales

Boat shows provide exhibitors with the opportunity to engage with customers on a personal level. Face-to-face interactions at these events create a connection between exhibitors and potential buyers that digital marketing simply can't replicate.

In fact, according to the Discover Boating study, approximately 61% of first-time boat buyers intended to go to a boat show to shop for their first boat, and they had interest in doing this before visiting a dealer. And, 63% of overall respondents intended to go to a boat show to find their next boat.

As you plan for the 2024 boat show season, think about offering special promotions and discounts to entice these buyers and future customers. Your show teams can support your sales efforts by promoting these boat show specials through a variety of marketing channels, increasing your exposure. And, it’s not just about the immediate sale. 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

Understanding market dynamics is crucial for survival and growth. Boat shows serve as an ideal venue for market research. Marine businesses can gain insights into changing consumer preferences, emerging trends, and competitive landscapes by interacting directly with attendees. This feedback loop helps exhibitors make informed decisions, adapt their strategies, and stay ahead of the curve.

As we prepare to head into the new year and the busy winter boat show season, the importance of boat shows transcends economic cycles, serving as essential platforms for innovation, market visibility, customer engagement, market research, and revenue generation.

Businesses that recognize the lasting value of boat shows position themselves not only to weather occasional storms, but to thrive in the calmer waters that follow.

This article originally appeared in the December issue of Soundings Trade Only. Byline by NMMA Senior Vice President of Boat Shows, Jen Thompson