Sail-World.com : SIBS: Indicator of the Season Ahead
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SIBS: Indicator of the Season Ahead |
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'It’s hoped that a strong SIBS will inspire buyers to get into boating.'
Jeni Bone
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This year, more than ever, Sydney International Boat Show will be the litmus test of the season ahead.
Dealers and manufacturers alike are hopeful of strong sales and are going all out in their show preparation, taking record square-metres and putting their best teams forward to crunch deals and promote brands.
Marketing support started for SIBS at the beginning of year with presence in magazines and trade press. Radio, TV and newspaper campaigns started in earnest seven days ago, and according to Domenic Genua, marketing manager for the event, 'will run through to 3pm on the last day of boat show'.
'People need to see you in all those mediums. If they don’t see and hear about the Boat Show, they will think it’s not on,' he continues, adding that the budget for promotion and advertising is 'very close to million dollars'.
Genua is confident, that despite an inclement start to the week, visitors will come, but the important thing is quality over quantity.
Tongue in cheek he says: 'I don’t care if I lose 20,000 visitors at this Show, the reality is, we want the quality buyers. The ‘prop spinners’ may drop off, but those who are willing and able to buy will still come.
'The reality is, Sydney is a buyer’s show. They spend money. There are other shows that entertain, where people do business, they’re a great day out for families, but SIBS is 60 hours dealing with end consumers who are keen to buy.
'Our figures show 41% arrive with purchasing intention! Whether that’s a fishing rod or superyacht! And we aim to keep that percentage.'
As ever, SIBS boasts 100% occupancy inside the Halls, and has done since 2001. Asked about how the event will accommodate rising exhibitor interest in years to come, Genua says it will be a case of 'working miracles'.
'We are rigging boats to the roof of exhibition centre! WotRocket is one of them. There’s just no more room on the floor.'
While more space is just not possible, though there may be the potential to increase marine space in years to come, Genua recommends brands and companies interested in exhibiting get in early.
'There’s always going to be a limit on exhibitor space. We turned away 30 this year, because it’s too late to get them in. We’re booked out. You need to book in the first week you get your paper work.'
And don’t come asking for deals, specials or discounts – the price is the price, says Genua.
'SIBS is run by BIA members for members. The show always has their best interests at the core of everything we do.'
This year the Marina will again be the crucible of the event, despite interruptions surrounding World Youth Day, which 'cohabited' the waters of Cockle Bay 1 June to 15 June, and then exclusively during the period 16-20 July. That’s 25 days of construction and move-in reduced to 10 days!
 | The marina is the hub of the big boat action. - Jeni Bone |
Genua says preparation went smoothly, thanks to advanced planning and cooperation with contractors who were working double and triple shifts from 21 July to the eve of the show to get the marina ready for the opening on the morning of the 31 July.
'Weather is another issue. When it’s raining, lighting and construction will be impeded, but at this stage, all is running to plan and to schedule. We’re crossing the Ts and dotting the Is.
'The marina is 90% full last of vessels and we’re in dressing mode. The weather has been bad, but it hasn’t dampened spirits. Everybody is happy and eager to get the show underway.'
More at www.sydneyboatshow.com.au
by Jeni Bone
1:43 AM Tue 29 Jul 2008 GMT
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