In an era focused on digital everything, in-person engagement often gets pushed to the wayside. Although consumers are constantly being inundated with ads, commercials, and deals, buyers often report feeling a disconnect between them and companies. They feel a push to buy something, but rarely the effort in connecting with the brand and products themselves.
Boat dealerships are no different. There are plenty of boat dealerships out there, and in order to increase brand awareness, it’s imperative to stand out however you can. In-person events and boat shows are a perfect way to achieve that. You might be wondering if it’s worth the expense of planning an in-person boating event—and we’re here to tell you it absolutely is.
There’s only so much about a boat a potential buyer can learn online. Just like with cars, you have to see the product in person to get the full experience. In addition to seeing the product live, you and your team can connect with buyers and establish long-lasting relationships by interacting face to face. Here’s why events are among the top timeless offline marketing tactics.
Plan Ahead for a Successful Event
Just like with anything else, in-person events require a plan. Without proper planning or marketing before, during, and after the event, it may fall flat. Holding a successful event benefits your business by generating leads, building community, and boosting customer experience.
The planning period is important for both logistics and marketing. Having a solid plan for what kind of in-person event or trade show you want to host—and what you want potential buyers to get out of it—will guide how smoothly everything else goes.
Event planning can be challenging. We recommend internally focusing on strong pre-event communication with your team to ensure everyone is working together, regardless of how big or small your event is. Create alternatives and plan ahead for as many variables as possible—for example, holding your event on a Saturday and reserving Sunday as the rain date, renting a tent and holding the event rain or shine, or utilizing your showroom.
Make the Most of Your Space and Budget
Where the event is held—and the layout of the space—matters too. When planning, consider the design of your space, what you want to showcase, and how your budget can incorporate that. You could reduce costs by decreasing the show space you occupy or opt for a smaller show.
Depending on the size and location of your dealership, you might also consider an in-house boat show or event. It could just be your dealership or a collaboration with multiple dealerships under one showcase. Always remember that the key to any successful trade show is constructing an environment that’s appealing and eye-catching to your visitors.
Build Buzz with Marketing
Marketing is integral leading up to your event. Regardless of how nice the setup is or how many boats you have on display, if no one shows up, the event won’t be successful.
One form of marketing is directly reaching out to former and potential buyers via email. Sending a “save the date” email with as much information about the event as possible will help build awareness. In addition to personalized emails, post details to your website’s events page and your social media channels. Consider using a unique event hashtag to encourage staff and attendees to share their experience online. Encouraging social media sharing helps expand your reach and build stronger relationships.
Know What You’re Showcasing
Once you’ve planned the logistics and promoted the event, it’s time to focus on what happens during the event. While all boat shows share certain commonalities, not all are the same. Will yours focus on luxury yachts, small fishing boats, or eco-friendly models? Or maybe it’s a general showcase that includes a little of everything.
Clarifying the focus helps with both marketing and execution—especially for your sales team, who can tailor their conversations based on what’s being featured.
Offer More Than Just Boats
During your show, use your expertise to add that extra “oomph” that helps your event stand out. Many boat shows host seminars and workshops covering topics like boat maintenance, safety, and the latest trends. These sessions help buyers expand their knowledge and build trust with your team.
If possible, consider showing your boats in motion. On-the-water events are valuable because they give buyers the full boating lifestyle experience, provide safety and operation tips, and create a lasting impression. These live demos help customers better understand how boating—and working with your dealership—can benefit their lives.
You might also consider offering something guests can take home. Giveaways like branded “swag,” prizes, and promotional materials help keep your dealership top of mind. Focus on items that fit the boating lifestyle, such as reusable water bottles, sunglasses, sunscreen, waterproof bags, towels, hats, or t-shirts.
Don’t Skip the Follow-Up
Once your event is over, the work doesn’t stop. Following up with visitors helps maintain relationships with past buyers and build new ones with prospects. Quick and thoughtful follow-up is key to seeing a return on your event investment.
Post-event outreach ideas include sending a personalized message, making contact soon after the event, and hosting smaller follow-up events at your dealership. Maintain consistent communication so your dealership stays top of mind. You can also offer exclusive deals to attendees, such as special pricing on boats, gear, or accessories.
Create Events That Convert
Events give your team the opportunity to strengthen customer relationships and generate new sales leads. By planning thoroughly, marketing creatively, and executing strategically, you can share the boating lifestyle with more people and grow your business in a meaningful way. When done right, events move potential buyers from hesitation to confidence—choosing your dealership when they’re ready to buy.
Looking for more marketing and sales tips? Explore our dealer blog for insights.
