Article

The NMMA recently unveiled a Digital Boat Show Guide in Beta as it provides consumers with a better boat show shopping experience, arming them with all the details to inform their buying decisions and navigate a boat show. The boat search portion of the Guide debuted last month at the Progressive® Insurance New York Boat Show®, Presented by Discover Boating®, and the full Guide will be tested as a featured offering around four upcoming NMMA shows in Miami, Boston, Atlantic City and the Northwest Sportshow.

The first online boat research and shopping experience featuring new model boats directly from manufacturers, the Digital Boat Show Guide allows consumers to view and explore the newest boats on the market--all in one place, and connect directly with exhibitors, before, during and after the show. The Guide was created in response to current and growing shifts in consumer behavior, data and insights from NMMA’s digital properties, as well as consumer surveys showing immense interest in being able to shop boats ahead of the show. To date, it features more than 1,200 boats, provided by NMMA member manufacturers and exhibitors.

“NMMA’s roots go back to the first-ever boat show more than 115 years ago, which was held in New York City. Over decades, together with our member manufacturers, we perfected the ability to attract consumers into our shows and delight them with an experience, while providing front row access to the latest boat models—all in one place,” said Ellen Bradley, senior vice president of marketing and communications for NMMA. “We’re taking our expertise and the access to the newest and hottest boats that boat shows provide, online, allowing consumers to explore brands’ latest models when they want—direct from the manufacturer and direct to their dealers.”

The Guide offers access to search boats and more before, during and after the show:

• Preview boats. Search boats by type, size, propulsion, brand, price, & location within the show.
• Explore attractions & entertainment. Learn what to see & do to not miss a thing onsite.
• Daily schedules. Review the seminar & events line-up.
• Show map. Find your way around the show.

The Guide allows brands to deploy custom marketing through upgraded opportunities including landing pages and sponsored content, to tell their story, stand out, and invite consumers to experience the tools and resources on their own websites. As a result, manufacturers and their dealer networks have a new way for consumers and boat show goers to find them and interact with their products while expanding their window to connect.

Added Bradley, “It’s imperative we continue to leverage technology to position our industry for long-term success as NextGen consumers embrace brands, products and services who deliver a more enjoyable digital experience.”

Following the Beta launch, NMMA will begin to integrate the Boat Show Guide with DiscoverBoating.com to provide a more seamless experience for anyone looking to explore boats.

For more information about ensuring your boats are included at no cost, and for any marine manufacturer, sponsor, or brand interested in opportunities to stand out with special advertising and marketing, landing pages, and brand placement throughout the Digital Show Guide, contact NMMA’s Alisdair Martin at [email protected].