Boat show season looms

Chris Jones is founder of the Knot Agency Chris Jones is founder of the Knot Agency
Industry Database

Boat show season is nearly upon us again. Here are my top tips to get the best from your substantial spend, writes Chris Jones.

Mission - Don’t waste the opportunity. Choose smart show objectives with measurable results. Stand visitor numbers, enquiry forms filled out, direct sales values… Have a goal and track it to ensure it was all worthwhile.

PR - Communicate news about your presence to show organisers and boating press. Make sure it is newsworthy and your brand will be promoted in advance to attendees.

Stand - Check artwork and layout to ensure it helps you to achieve your mission. You have seconds to capture attention, so simplicity, bold imagery and clear text will work in your favour. Having products to touch and feel is a good idea.

Literature - Have enough up-to-date literature. Even a small card to prompt a website visit when visitors get home will remind them of your brand, helping you close sales after the event.

People - Arguably the most important part of your show presence. A motivated, smiling team is vital for success. Plan for enough knowledgable staff to be on hand.

Leads - Have a GDPR compliant method of capturing leads to follow up later on. After walking away from your stand, memories will fade fast so a friendly nudge after the show to see if there is anything more you can do to help will boost progress to your goals.

Finally, keep the word ‘show’ in your mind at all times. Shows should be interactive, entertaining and fun.

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