This used to be the case when success meant advertising in all the big name international publications and product availability in every retail store. Not anymore. Awareness and Availability are the two words that now drive sales in this market.

Awareness is not only the boating consumers knowing about a product, why they should own it and where they can find it. It is also about the manufacturing company being aware of those products strengths/limitations in the different climatic regions of the US and adjusting their strategic thinking and income expectations accordingly.

Availability is not about a product being in every store and lost in the clutter. It is about being received at an affordable price within a reasonable period of time that can be quickened for an additional charge. The reality is that companies exporting to the US need to think of it as a collection of regional markets like the EU.

No single EU. publication reaches all boating enthusiasts and neither do any in the US Regional advertising supported by specific retail and product fulfillment strategies is the way of the future.

Need more convincing? Consider this; large international boating magazines in the US have paid circulations of some two hundred thousand when there are 18m boats in use.