Message From The Editor
OTHERS ARE ALSO LOOKING FOR MORE BOAT CUSTOMERS
At the risk of poking the bear, in last week's Editors Message I shared the opinion that everyone (in the marine industry) wants to sell a few big, high-end boats and that we are ignoring the little stuff.
I said I think that's a mistake. Seems I am not alone in my view of boating that people start young and they start small.
I was talking about people doing things like kite surfing, kayaking, using a standup paddle board and other enjoyable activities on the water. Those are enjoyable and affordable ways to get people into boating. And I asked our readers, "Is your business supporting these entry-level activities?"
Here is the first letter I received.
"Hi Andy: Just reading your editorial about late summer fun on the lake. I can understand the broker emphasis on selling a large boat; less work, bigger commission. But I think there is an entire segment of the market missed by most boating sales people. That is the parents of children who are learning to sail. For example, when my children turned seven we enrolled them in the local yacht club program.... and then bought them a pair of Optimists with lifejackets, coolers, and other gear. Even at that time in Newport, RI, former home of the America's Cup, we had to search for an Optimist dealer and make an effort to buy the boats. The Optimists were sold, and various other boats purchased 420, JY15, Laser, J22 (used), J24, (reconstructed by dad and sons), two inflatables and a skiff, were just a few of the projects that we took on. The later boats were purchased by the boys.
The simple process of buying two Optimists has resulted in a lifelong passion for sailing in both sons. It seems to me that the market for Grow Boating is to get younger people involved in boats through the parents. Young kids get the boating bug early, or they don't get it at all. People who have left college may try boating, but these days there are far too many other distractions to get them to stay afloat. Seems to me that by aiming at people who are earning enough money to buy a boat, but who have never sailed or gone fishing before, is like asking somebody who has never played soccer or baseball to begin playing when they are in their twenties and thirties.
In my opinion Grow Boating and Discover Boating (or any boat company marketing department) should have a trailer full of different sized boats (power or sail) and be going from school to school demonstrating the boating lifestyle during the day to schoolchildren, and in the evenings to their parents, even to the point of holding onboard raftups, shoreside BBQs, and social time together to demonstrate that boating is a lifestyle not a "buy a boat and take it out once in a while".
It will take a lifetime to visit most coastal schools but without some innovative thinking the market is not going to expand very fast.
Regards, Roger Marshall, Jamestown, RI"
So…does your business have any small and easy to use demonstration boats?
Andy Adams, Editor aadams@kerrwil.com
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Calendar
Check out all of the upcoming events in your Boating Industry
Boating Ontario Annual Conference
November 26-28, 2017
Blue Mountains, ON
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Toronto International Boat Show
January 12-21
Toronto, ON
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Calgary Boat & Sportsmen's Show
February 8-11 2018
Calgary, AB
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... View All Events
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Daily Updates
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