Boat Show Marketing

Effective techniques for selling during a boat show

Boat shows are known for the abundance of yachts and boats on display. Some shows, such as the 2018 Ft. Lauderdale show, have over 1800 boats on display. And while this is entertaining and beneficial for the boat seeker, for the lister this could be somewhat problematic. Firstly, if you are marketing in a boat show, you must contend with the other top markets and brands. Secondly, your marketing strategy must be effectual enough to set you apart from the 1800 other boats at the show. How do you do this?

Focus on leads

While there are yachts and boats for sale at boat shows which can and will sell on site, these are few and far between. Why? Because most of the top manufacturers understand that the market for selling boats is not at a boat show but rather in the follow up. Much of the traffic that one will find at a boat show is there to gain information about a specific model, brand, or features. The decision to purchase or commission the boat comes later. Here is where the marketing, comes into play. While the boat show marketers understand that a great many boats will not going to be sold throughout the show, many of the dealerships boat exhibits will price to sell on the last day of the show. Some buyers may find deals during this time. However, in many situations, the MSRP does not change, only the mark-up.

For those seeking to sell their boat or yacht during a boat show, the focus needs not to be driven by sales at the show, but on follow up leads. Share information with the potential client, gain contact information, and generate a leads list. It is recommended that you prioritize your list according to the probability of sales. For example, if you have a potential buyer who asks specifics on the motor, the layout, the pricing, the financing, packages, etc. they are more prone to make a purchase than one who just says, “this is a nice boat how much does it cost.”.

Pre-qualify

Apart from generating leads is the essential marketing strategy of pre-qualification. Just as with a credit card company who wishes to have clientele borrow from their business, the pre-qualification process empowers the potential buyer with the knowledge that he or she not only can want the boat or yacht that you have on display, but that he or she can afford to purchase the boat or yacht that you have on display. Again, this goes to building up quality leads which can be turned into sales. It is important that you do not take on the stereotypical “car salesman” strategy, but rather that you offer the pre-approval and various financing information for your yacht for sale at a boat show, so that the person can make his or her decision about purchasing from you.

Have it online, offer in depth information

A key to effectual boat show marketing is to think beyond the show. While the show does gain you exposure, and it is extremely important to focus on your visibility, your printed content, and your socialization skills for the event, it is equally important to focus on what comes next. Yes, you can relate information about the boat for sale to a potential client, but unless that person is ready to make a purchase right then, the odds are great that he or she will not retain everything that you have said about the vessel.

Placing your boat for sale on a site not only maximizes the market exposure, by creating a digital avenue in which to seek information and obtain clients, but also allows for the buyer to share and market the boat for you. When marketing your boat at the boat show, refer the potential buyer to your online listing. The more target views, the more apt you are to make sales.

Where should you list your boats for sale

Listing your boats for sale is easy with Vessel Vendor. Unlike boat shows which charge a substantial amount for each boat on display, you can choose the advertisement package you need for your marketing purchase. This allows you to allot money to the other areas of your marketing. Furthermore, as you can list an endless number of boats with our site, you are more prone to higher sales number than you will have at a boat show.

Coupling your physical presence with a digital presence is the best way in which to market at a boat show. Should you require additional information about listing your boat or yacht for sale, marketing strategies for an upcoming boat show, or if you need additional information about Vessel Vendor, please fill out the appropriate online form and we will respond to your inquiry as quickly as possible. We look forward to hearing from you and happy boating.