Sail-World.com : Navico Lures the Crowds
Dwarfing the competition and other exhibitors with its stand, Navico added a new dimension to its offering this year, with the double feature attraction of Lance Smith and Scott Amon, avid fishermen and experts in the latest onboard technology for locating fish, conducting mini-seminars for interested boat show visitors.
Lance Smith, a Senior Customer Service Technician from Lowrance and Eagle’s US headquarters was sequestered by Navico Australia to provide targeted training and support for the local team.
According to Damien Weber, Director Sales & Marketing at Navico, passersby over the first four days have been intrigued not only by the presentations, but by the audiences glued to the screens.
Also key to the Navico exhibit, promotional staff and merchandise reminding consumers and trade alike that 'Navman is now Northstar'.
From 1 August, Northstar will be distributed to Australian dealers and Weber reports 'no backlash from dealers or customers' as far as the branding change. 'It’s all been positive so far,' he adds.
'The marketing push since May has worked and people are very clear on the marine equipment move to Northstar branding.'
Navico and its associated brands – Lowrance, Northstar, B&G, Eagle, Simrad and MXMarine – do not sell direct to consumer at boat shows.
According to Weber, the ROI on the company’s presence at shows including SCIBS, Melbourne, SIBS and Mandurah, is calculated on dealer feedback and reporting on sales post show.
'It’s a branding exercise and to support our dealer network,' he says, adding that next year’s show circuit will be marked by the introduction of clutch of new products.
www.navico.com
by Jeni Bone
6:12 AM Sun 3 Aug 2008 GMT
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