Miami Boat Show: image from The Hull Truth

A week ago today marked opening day of the 68th Miami International Boat Show. It was my 5th Miami show and the first one as an independent public relations  professional. I had planned events and meetings on my schedule but I was also looking forward to the unplanned aspects of the show.

What would the exhibits on the dock look like? How would consumer traffic be at Sea Isle Marina? Would the Convention Center halls look like empty bowling alleys or be jam-packed with buyers? What influence would the economy have on conversations between buyers and sellers? Would the spirit of boating still be alive and well?

Attendance

Sea Isle Marina as far as the docks are concerned looked pretty much the same at first glance. It has a unique horseshoe-shaped center dock arrangement and had mostly full slips all around. Seeing the marina from the causeway, it certainly looked like a boat show. The outer end of the marina, however, normally has several hundred feet of additional docks added to it and this is where I saw the stark contrast from previous years. The extended dock space had been reduced and there were a good handful of boat manufacturers missing from the typically overwhelming trawler section of the show. Miami is without a doubt an expensive show to participate in so it makes sense that some companies might have cut the exhibiting expense from the budget.

Traffic all around was also lighter than in previous years. But what seemed to be missing were the stiletto heels, the gold chains, the hords of baby strollers, and the beer-toting vacationers. My interpretation of this is that serious buyers were still at the show. Attendance was reported down 26 percent from last year but when you see that there were still over 96,000 people checking out boats and gear, the potential for follow-up sales remains strong. The NMMA who runs the show believes attendance was from quality consumers and that those who purchased at the show were pre-financed. For individual dealers, only weeks and months of follow-up will indicate how serious their boat show leads are.

The Conversations

I love talking to people at boat shows because something about being on a dock, in 80-degree weather, surrounded by boats that fulfill people’s dreams creates a common bond. What I love more than talking, is listening. Builders, suppliers, salesmen, marketers, everyone I listened to was talking about the future. They were not dwelling on today’s economy. Today’s poor economy is a reality and everyone has to deal with it as best they can and what I heard was excitement for doing more. I found it encouraging that companies are working on their websites, sending out press releases, creating new display banners, focusing on new ways to promote their product, connecting with their customers, and defining their place in the market. This all sounds very vague, but the circumstances are different for each company in the industry, and I was hearing folks identify their focus. Every little thing counts.

I heard consumers asking questions, seeking education. Sure, there were a few lamenting over financial timing, needing to sell a house or a business before buying a boat, but even these consumers were there with a plan and to learn how to make their dreams happen. At the display of one of my clients, potential buyers were talking with current owners and asking questions about where they’d been, where they’re headed, wanting to know how they’ve used the boat. Potential buyers were putting themselves in the shoes of those out there doing it and learning how to follow in their footsteps. I listened to a couple ask a manufacturer endless questions about batteries, power supply, renewable technology, and hull construction and he was genuinely digesting every answer he received. The conversations I heard were not about the down economy, they were about boating.

I think the buzz that the Miami show created is all about timing. Being on the water is something that people who attend boat shows love whether it is in a kayak, a RIB, a Hobie Cat, performance sailboat, fishing boat, expedition yacht, or trawler. Their passion for being on the water does not crash with the stock market, though that might affect when they move on to the next boat. For most people, it’s not a matter of “if,” it’s a matter of “when.”

And it’s the industry’s job to be ready for them.

Post from: Chesapeake ProCon