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Top 9 Tips to Drive Traffic & Boost Sales at a Boat Show

By October 8, 2024No Comments

With our main office situated in the heart of Fort Lauderdale ― known as the “yachting capital of the world” and the “Venice of America” ― we, at Fort Lauderdale/Aspen PR Agency Durée & Company, are in a great position to provide smooth sailing PR and marketing for clients in the yacht/maritime industries. Our proximity to prestigious events such as the Fort Lauderdale International Boat Show, the Miami International Boat Show, the Miami Yacht Show, and the Palm Beach International Boat Show gives us unique insight into what it takes to succeed in the boating industry. Whether working with companies aiming to enhance their brand visibility, promote their services and products or sell high-end yachts, Durée & Company understands the power of a well-executed boat show presence. In this blog, we explore the best strategies to drive traffic to an exhibition booth and turn visitors into valuable customers.

  1. Pre-Event Media Preview: Generating Early Buzz

Success at a boat show begins well before the event opens its doors. Organizing a media preview allows journalists and influencers to get an exclusive look at what will be featured or launched at the show. Whether showcasing new products, membership services, or unveiling the latest boat models, hosting a pre-show event at a marina or showroom ensures early media coverage. Durée & Company creates tailored media kits complete with high-quality images, press releases, and curated story angles to drive buzz before the boat show begins.

  1. Pre-Event Promotions: Building Anticipation for Attendees

Engaging potential attendees through targeted pre-show promotions is essential for driving traffic to the booth. Durée & Company assists in creating social media campaigns, email newsletters, and personalized invitations to highlight what will be showcased at the boat show. Sharing exclusive, time-sensitive deals such as special financing can generate urgency, encouraging attendees to prioritize the booth.

  1. Eye-Catching Booth Design: Standing Out in a Crowded Exhibition Hall

In the midst of a bustling boat show, first impressions matter. A visually engaging booth not only attracts visitors but also communicates professionalism and brand identity. Brands use eye-catching videos featuring real-world scenarios, while others may benefit from interactive displays such as virtual reality boat tours. Durée & Company has extensive experience in helping conceptualize visually compelling booth ideas that grab attention and invite potential customers to stop and engage.

  1. Interactive Experiences: Captivating Visitors

Once visitors arrive, interactive experiences are key to keeping them engaged. Offering hands-on demos such as virtual boat tours, product simulations, or live demonstrations deepens the connection between visitors and the brand. Providing immersive demonstrations helps attendees experience the benefits of a product or service firsthand. In addition, hosting an activation, such as a photo booth or branded swag giveaway, encourages attendees to capture and share their experience. Using a custom hashtag allows the brand to drive social media engagement, extending the conversation during and after the show. Durée & Company has helped brands create these memorable experiences, ensuring a lasting impact on potential clients.

  1. Offsite Exclusive Events: Enticing Attendees for VIP Access

One effective way to build excitement around the boat show is by hosting exclusive offsite events nearby. Inviting high-potential clients or media representatives to private, invitation-only gatherings at local marinas or showrooms can offer a more intimate experience. For example, a company may host a private cocktail event where guests get a closer look at a luxury product or service. Another company might provide exclusive tours of their yachts outside the show at a nearby marina, giving serious buyers the chance to explore in a less crowded, more personalized setting.

  1. Promotional Giveaways: Leaving a Lasting Impression

Branded promotional items are a proven way to drive booth traffic and leave a lasting impression. Durée & Company works closely with clients to source high-quality swag that aligns with brand identity. Practical items such as waterproof phone pouches, custom fans or portable chargers for a long day at the show emphasize the brand’s value, while luxury brands may offer premium giveaways such as branded tote bags or high-end boating accessories. These thoughtfully selected items ensure that booth visitors remember the brand long after the event concludes.

  1. On-Site Incentives: Driving Immediate Action Through Media and Influencers

To maximize the impact of on-site incentives, it’s essential to engage media and influencers, ensuring they are aware of and actively promoting the brand’s offerings. Durée & Company educates media about these opportunities, encouraging them to share with their audiences. Third-party endorsements from trusted outlets and influencers amplify the brand’s message beyond the booth, building credibility and generating interest. This drives potential customers to engage and take advantage of the promotions being highlighted.

  1. Effective Booth Staff: Maximizing Engagement and Conversions

The team at the booth plays a crucial role in converting interest into action. Durée & Company provides guidance on training booth staff to be approachable, knowledgeable, and skilled in engaging visitors. In addition, Durée & Company offers media training for the executive team, ensuring they are well-prepared to handle interviews and interactions with the media. When media comes to visit, the team is ready to share key messages confidently and effectively. Staff should be able to share personal stories or relevant experiences that showcase the brand’s value, while others may leverage their expertise to highlight technical details and close sales. A well-prepared team is essential to maximizing conversions.

  1. Post-Show Follow-Up: Turning Leads into Long-Term Relationships

The boat show doesn’t end once the event concludes. Following up with booth visitors is critical for turning leads into long-term customers or members. Durée & Company creates customized follow-up strategies, including personalized emails, exclusive offers, and even the option to send promotional items after the event to those who provided their contact information. Sending branded giveaways post-show helps keep the brand top-of-mind and encourages continued engagement. Brands can also offer discounted renewals, additional benefits, or private tours and consultations post-show. These thoughtful follow-ups help maintain engagement and build long-term relationships.

With Durée & Company’s expertise in public relations, marketing, branding, social media and event strategies, clients across the yacht and maritime industries maximize their presence at boat shows. By combining early media engagement, interactive booth experiences, offsite events, and well-planned promotional strategies, Durée & Company drives booth traffic, fosters meaningful connections, and converts visitors into long-term customers or members. For more information on how Durée & Company elevates a business’s presence at boat shows, contact us at 954-723-9350 or visit our website at dureeandcompany.com.

 

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders, and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR

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