5 Boat Show Marketing Tips from First on Deck Marketing

With the 2022 Fort Lauderdale International Boat Show (FLIBS) just a few months away (October 26 – 31), we asked members of the First on Deck Marketing Team for their marketing tips for boat show exhibitors. Here are five tips to help your organization make the most of your appearance.

• Prepare for Everything

“Preparation is key,” FODM Founder Nicole Squartino says. “You should have EVERYTHING organized in a spreadsheet and share with your entire team,” she continues. The spreadsheet should contain logistics, marketing messages, itinerary, and more. This document will make sure your team is all on the same page.  

• Define Your Mission

Why are you exhibiting at the show? Have a defined mission, which is the reason you’re there and what your purpose is at the show. For example, your mission may be to inform FLIBS attendees about the benefits of your new product. To accomplish this mission, you’ll need to execute on a strategy that interests your audience and draws them to your booth to learn about that product.

• Have a Booth Strategy

“Just showing up is never good enough,” says FODM Copywriter Michael Luchies, whose experience includes managing a non-profit in the event space. “Exhibitors that come to the event with a clear strategy focused on accomplishing 1-3 goals have a distinct advantage over competitors, and are more likely to leave the event happy,” he continues. This strategy will be based around your defined mission.

• Know Your Competition

The chances that you’re the only organization in your niche at the show is slim to nil. You should know the following about your competitors who are also exhibiting at the show:

• Why they are attending
  • What products/services they’re there to promote
  • Their booth location
  • What prizes/giveaways/discounts they will offer

To gain this information, track their press releases, blog posts, and even attend their events and visit their booth. Knowing what the competition is doing will help you shift your strategy and stay competitive while accomplishing your goals at the show.

• Plan for Pre, In, and Post-Event Marketing Efforts 

There are three very different and important stages of your event marketing efforts:

• Pre-Event
  • In-Event
  • Post-Event

Each stage will include different activities that you need to plan for. For example, your in-event activities may include hosting a private event, going “live” on Facebook or Instagram, and networking with potential partners at their exhibit booths. Your pre- and post-event stages may both include press releases, social media posts, interviews, and more. The activities in each stage will be centered around your mission and event goals.

How to Accomplish Your Show Goals with FODM

Whatever your mission and goals are for the event, your exhibit booth is a vessel for leads. Steer that vessel in the right direction by getting the marketing help you need, whether through an agency like First on Deck Marketing, or with your own internal team.

Just remember to define your booth strategy, start and grow trust with leads, have a clear and concise call to action for booth visitors, and capture leads that you can follow up with after the show.

Do you need help making the most of an upcoming boat show? Contact FODM today for a free consultation. We’ll be happy to share additional tips with you and your team while discussing how FODM can help you during each stage of the show.