Does the Marine Trade Show still mean business?
01 Nov 2004
"We are a nation of shopkeepers" said a financial pundit on Radio 4, as I dodged the traffic in the outskirts of Windsor after visiting the Marine Trade Show. "And these people forgot the two fundamental rules of shop keeping - fill the shelves with stock, then sell it competitively."
He was actually talking about Sainsburys - not the marine trade. But had the marine trade shop keepers been flooding to Windsor to binge on tasty Winter Buying Offers so that they could then pile it high and sell it competitively?
Compared to the bustling, busy atmosphere at Sandown Park a few years back, the Windsor show seems quieter and lower key. But what did the exhibitors think? Having registered (surprisingly quickly) and strolled down the canvas tunnel, it was time to cruise the (surprisingly empty) aisles.
David Harrison of long established Nauquip - UK distributor of, amongst other things, stainless steel Andersen winches - sells mainly to OEMs and the specialist restoration market. So he has always seen the show as a flesh pressing rather than an order taking exercise.
Harrison's daughter Hannah has joined Nauquip to take charge of marketing and sales.
As a newcomer to the MTS, she found it to be quiet, although I did see her cornered by a roving IPC ads salesperson who succeeded in extracting an order.
Someone was doing business.
Long established The stand of equally long established Deck Leisure (Quayside Shoes) was also manned by two generations.
Father and MD Martyn Dury was joined by son and sales director Peter.
Quayside shoes came to the market 21 years ago, and first launched its footwear range at a Sandown British Marine Trade Exhibition (BMTE). Having achieved precious little in the first few hours, they were approached by one Bill Foulkes of Aladdins Cave who said: "I like these. I'll take loads off you."
Having procured a major player as an early stockist, Quayside never looked back and now have 21 distributors in Europe alone. However, like many other exhibitors, Dury admitted that "We now make money out of METS. We come here to keep in touch with our existing dealers."
This state of affairs was confirmed by Glyn Foulkes, another "Aladdins Caver". "We visit the MTS to check up on what's new, keep in touch with the market and chat to suppliers. We don't now tend to order here."
David Coleman of Barton probably put the MTS versus METS conundrum in the best perspective by saying: "METS is for distributors whilst MTS is for retailers."
When I asked if he came to MTS to take orders, he replied: "Not really. Sorting out a major order can take two hours. We come here to show off new products and display our entire range. There are few other ways we can show this much product to so many people for this sort of money."
Surprisingly, Coleman said the best trade show for actually taking orders probably used to be wholesaler Simpson Lawrence's in house effort of yesteryear. "We spent the whole day writing out orders. It was amazing" he said. And other exhibitors with long memories agreed.
When I asked about the new MAATS formula tried in the USA, he said he had made use of this to talk to a major US distributor.
"Distributors are in a different buying frame of mind at somewhere like MAATS than on their home patch." Did it work, I asked? "Er. . yes, sort of. I'm hoping for an order for 10,000 Clamseals for starters. And once the thing gets American Coast Guard approval, we should really see some action" Navimo, ex-Plastimo, agreed that the MTS still had its place.
"We like to meet our main dealers, show them new gear that they can touch and feel. But we don't press for winter buying orders here - that takes too long, " said MD Paul Callus. "Our reps should do the business straight after the show."
Interestingly, Navimo's special winter buying deals were plastered - boldly and visibly - on huge posters. No shyness here. If you want the business, ask for it.
When asked how the Navman range of electronics was going, Callus said: "It's amazing. We only started with this range in 1997. Now we've really got the competition rattled."
Boot of the car The opportunity to "show far more ropes than I could ever stuff in the boot of my car" was also cited by David Ierston of English Braids as a prime reason for coming to the MTS.
Taken in isolation, a piece of rope is not something to turn heads. But a huge array of multicoloured ropes of differing sizes and types exhibited on rows of spools borders on an artistic installation. "MTS is important as a time to talk to dealers and set up winter stocking orders. METS has become essential for export distribution, " said Ierston.
Sea Sure had mixed feelings about the show. Having bought up Blakes, the company used the MTS as an opportunity to launch the latest update of the famous Lavac marine toilet.
However, having agreed to include this fine piece of upmarket sanitary ware in the "show cheque book" promotion at £105 instead of £200 as a two day special offer at the show, commercial director Mark Acaster was not amused to find it featured on the MTS site as a global offer. This was removed (in haste) from the site before too much financial damage could be done.
Displeased Sea Sure's MD Graham Brown was also displeased at the way its quick release mechanism (Patent applied for) on a trapeze hook - introduced at the 2003 London Boat Show - had, he asserted, been copied by a competitor. Since this quick release facility will be made mandatory by the ISAF from January 2006, there could be a lot riding on this patent.
Mark Dowland of Mark Dowland Marine can always be relied on for realism and a laugh. If ever a marine trader offered service with a smile, it would be Dowland. And he smiled as he said: "If the show opens on a Tuesday again next year, I'll reduce the size of my stand. A Tuesday start means my guys have to set up the stand on Sunday. That's a pain."
Meanwhile, the range of goods distributed by MDM grows and grows. Dowland was particularly pleased with the success of the Wetline range of inflatables. "We sold over half a million pounds worth - at trade prices - last year, " he added.
Dowland said that the MTS was good for meeting UK dealers, while METS was for export business and dealing with distributors and OEMs.
And - proving the old adage that "the best manure is the farmer's boot" - Dowland bounced around his stand like a hyperactive pinball, greeting dealers and clients with an outstretched hand and a broad smile. That's how businesses grow.
Wizard Fabrics was one of a few first time exhibitors at the show. The company has been supplying kilometres of quality wool carpets and scores of tailored, hand made, pocket sprung mattresses to Sunseeker, Princess and Broom - to name just three - for many years.
When I asked Malcolm Fox why he had decided to take a stand for the first time, he simply replied: "To support the marine industry - because it has supported us." With an attitude like that, he deserves to pick up even more business.
Another relative newcomer was Jeckells - the only sailmaker to be found in the tent. Philip Davis said the company was back for a second year to try and pick up more OEMs, having won new accounts last year.
Jeckells resist the temptation to import cheap Chinese sails, specialising in traditional hand made sails with a five year guarantee.
Also aiming to show new products to UK dealers, Holt brought along its elegantly designed new 60mm Dynamic blocks. These, along with other new deck gear, had been developed with considerable input from Beneteau, whose new Sportsboat One Design now boasts a comprehensive Holt deckware package. No doubt these Beneteaus - along with countless other cruisers and sportsboats - will also be fitting the burgeoning range of Tacktick wireless, solar panel powered instruments - also distributed by Holt.
An optimistic Matt Davies claimed Holt was increasing sales right across its range and expanding distribution and dealerships in the UK and abroad - as proved by the fact that Holt was Tacktick's top distributor world wide last year. The MTS worked for him.
And why did some stalwarts no longer exhibit at MTS? A chance meeting with a wandering Charlie Stewart of Houdini Marine Windows supplied a clue. "Even having expanded our factory space by 50%, we're still short on capacity. Besides which, only about 15% of our output now goes to the retail trade, " he said.
Does this imply that OEM buyers, who presumably account for most of his turnover, no longer come to the MTS in such large numbers?
So is there still a place for the MTS in the UK calendar?
And does the trade really want to attend the seminars - two of which attracted audiences of four and six respectively?
Even though the show seems to have shrunk over the years and visitor numbers look lower than before, the overall consensus remains "Yes".
A UK based MTS may not be as international as it used to be, but it undoubtedly benefits UK dealers and gives exhibitors the chance to display new product, launch winter initiatives and generally push out the PR boat.
But could it perhaps do with a facelift and an injection of new blood and imagination? If it is to prosper, a higher profile and wider range of goods on show are needed to raise the temperature and bring back the buyers in bigger numbers.
METS, on the other hand, remains essential for manufacturers looking for (or indeed after) distributors, for access to the buyers from large sail and motor boat builders, and for a credible presence in global export markets. METS is the main game.
It has already lapped other trade shows and is unlikely ever to be caught. We Brits helped invent the notion of "stand alone" trade shows. But when the then BMIF was offered a slice of the METS action, it turned the offer down, feeling the show would never get off the ground . . .
METS caught us on the blind side, stole the ball, and legged it into the distance.






