53 rd fort lauderdale international boat show media breakfast october 25, 2012 presentation of the...
TRANSCRIPT
53rd Fort Lauderdale International Boat ShowMedia Breakfast • October 25, 2012
PRESENTATION OF THE LONG TERM STRATEGY PLAN
53 Years of Growth: 1959 – 2012A History of Expansion & Enhancement
NUMBER OF LOCATIONSIn 1959, only the War Memorial Auditorium; 6 prime locations today.
SIZE & NUMBER OF BOATSIn 1968, largest boat was 53’; today it is 296’.
EXHIBITORS ON DISPLAYIn 1975 there were 103; today there are more than 1,000.
“EVERYTHING MARINE EXPERIENCE” Today, the show features every product for the marine lifestyle, plus seminars, entertainment and more.
Our Unique Positioning Today
The world's largest in-water boat show
The world's largest boat show in square footage: 3 million square feet of exhibit space The one truly international show in the U.S. covering all segments
What will FLIBS look likeover the next decade?
Our Vision for the Future
To be the world's showcase of the boating and marine lifestyle where interested
people gather once a year to see what is new, connect with each other
and celebrate the boating lifestyle.
Our Mission
To be the best worldwide platform to educate, inform, inspire, entertain
and transact commerce for the marine industry.
1Our Top Five Priorities
Remain the largest boat show in the world, with all major marine industry
suppliers represented.
2Our Top Five Priorities
Inform and educate consumers and industry in the latest products, technology, regulations,
facilities and how to do business worldwide.
3Our Top Five Priorities
Inform worldwide audiences about FLIBS and what it offers them.
4Our Top Five Priorities
Measurably improve the satisfaction (and fun) of consumers, community and exhibitors each year.
5Our Top Five Priorities
Annually measure the show's economic impact.
Our Methodology for Creating Long-term Strategy
Collaboration between Show Management and MIASF.
Established base-line trends using historical FLIBS and NMMA data.
Reviewed exhibitor and consumer post-show surveys.
Conducted 30 open-ended individual interviews across various marine industry segments.
FLIBS' Strengths:
The size of the show and product diversity make it the international meeting place for the industry.
The show is well run: logistics are strong but can be improved; experienced staff; investment in equipment and infrastructure.
Powerful brand & reputation; long history; attracts high concentration of qualified buyers.
What They Told US
FLIBS' Strengths:
Fort Lauderdale is a great location.
Accessibility to airports, hotels, tenders
Right time of year
“You have to be there.”
What They Told US
FLIBS' Opportunities for Improvement:
Helping people get around the world’s largest in-water boat show
Smooth experience for VIP customers
Additional dining options
What They Told US
FLIBS’ Opportunities for Improvement:
Affordability for all size exhibitors Expanded focus on attracting visitors from all major international markets Guest services Depth limits for super yachts
What They Told US
Seven Strategies & Associated Tactics
for Achieving Our Priorities
Improve the layout; upgrade its look, feel and professionalism.
Make sure each product category is well represented.
Strategy 1
Strategy 1 Layout & Look
Tactics for 2012 & Beyond
Create villages or themed areas by type.
Give each village or theme a unique look based on product type.
Enhance seminar area, restaurants, VIP meeting areas.
Strategy 1 Layout & LookNew in 2012
Attractive main show entrance Enhancements to SYBASS and Trawler Port areas
Sport Fishing Village & Performance Village
Village flags with logos and colors
Additional greeters; upgraded staff dress code
Strategy 1 Layout & Look
Beyond 2012 Research Cruiser Village and others
Reconfigure show layout accordingly; move accessory exhibitors adjacent to Villages.
Continue identifying opportunities for enhancement.
Improve navigation within the show.
Strategy 2
Strategy 2 Navigation
Tactics for 2012 & BeyondContinue to:Enhance signageShow new Villages & amenities on all maps, in program, website, app Enhance training and positioning of Greeters Develop features of MyBoatShow app
Strategy 3
Improve exhibitor and consumer logistics.
Strategy 3 Exhibitor & Consumer Logistics
2012 & Beyond Expedite movement for exhibitors during set-up/tear down.
Track transit wait times.
Improve bus resources.
Create VIP transportation systems, valet and entrances.
Increase emphasis on water transportation.
Create special transportation and parking maps.
Strategy 4
Expand marketing to interested marine suppliers and affect their interest in attending.
Strategy 4 Marketing to the Industry
2012 & Beyond Create a campaign to attract missing marine suppliers: Work with exhibitors to determine how they measure ROI
from the show. Analyze historical exhibitor turnover. Evaluate declines in product categories such as smaller boats and create strategies to bring them back to the show.
Additional Tactics: 2012 & Beyond
Enhanced communication:
Create a "new products" communication tool for the show.
Communicate all enhancements to exhibitors.
Strategy 4 Marketing to the Industry
Strategy 4 Marketing to the Industry
Additional Tactics: 2012 & Beyond
International outreach: Build database of international boat owners &
captains. Build global alliances (governments, marine
associations) and excitement about FLIBS in:
Asia Australia Brazil Canada China Europe India Mexico Russia South/Central America
Strategy 5
Make the show more fun.
Strategy 5 Make the Show More Fun
2012 & Beyondflyover, fireworks, surprise entertainment!
Re-theme major cocktail barges and add smaller ones. Expand food & beverage offerings.Evaluate official signature concert. Schedule daily entertainment to delight attendees.
Strategy 6
Increase the number and awareness of educational programs (seminars, clinics).
Strategy 6 Educational Programs
2012 & Beyond Appoint an educational director. Broaden seminar appeal with new topics. Publish a comprehensive guide to seminars and clinics.
Strategy 7
Improve B-2-B at the show.
Strategy 7 B-2-B at the Show
2012 & Beyond Survey exhibitors and continually seek ways to meet their needs. Investigate possibilities for new B-2-B events during the show. Create a complete event tracking system, both inside and outside the show.
Through collaboration among the MIASF, exhibitors, attendees and Show Management, we continue to make FLIBS the greatest boat show in the world.
Presentation available atpressroom.showmanagement.com