BOAT SHOW REPORT 2014 Dealer: Seattle Boat Company Boat Show: Seattle Boat Show 2014 Display Boats: R-3, R-5, R-7, 200,210,220 S WSS, 24 SD, 243, 296, 336 Date attended: 1/24-1/26 The Sea(le Boat Show started on Friday a5ernoon. WOW -‐ a gorgeous display including all of the detail we have learned to expect from the team at Sea(le Boat. Theatrical lighBng with draping across the overhangs, staging with carpet and cutouts around the swim plaDorms, GreeBng stands, lifestyle photos and banners, Point of sale materials professionally displayed, boats uBlizing lifestyle acBviBes displayed on the boats themselves, nice color selecBon, impressive business center with Finance Professional – the best I have seen – anywhere. It started with a great Friday Night promoBon created by the show promoters. There was a free wine tasBng event all evening which helped to draw customers. In addiBon to the show promo, Sea(le Boat Company (SBC) did a VIP mailing to 2500 customers of their own, inviBng them to a VIP showing of the 2014 Cobalt and Malibu Boats. This mailing included FREE TICKETS for 4 to the show, (which SBC arranged with the show to only have to pay for those that were used) and a gambling chip to be used as a stake on the roule(e table capable of winning one of four exciBng prizes. If the customer’s number hit they could win a wakeboard package including mulBple boards and accessories, a Bike and Kayak package, a boaBng tailgate package, or a golﬁng package. There were four winners produced from the 184 chips that were gambled on the tables. It was a great turnout because the 184 chips produced that number Bmes 2 or 4 based on whether all Bckets were uBlized. This promoBon created traﬃc of 300-‐400 people minimum! (By the way, there were people bringing poker chips on Saturday also!) Most every show I have a(ended has been dead on Friday night, but not this one, it was VERY busy with quality clientele. In addiBon to a great display and an innovaBve promoBonal eﬀort from SBC, they also did a phenomenal job with handling customers. A greeBng stand and greeter in the front of the booth welcomed customers aboard, and a greeBng stand in the center of the booth stored all literature and a custom SBC Backpack/ bag to carry brochures. To obtain a brochure, customers were required by SBC to complete a lead form which asked for details about boaBng needs. Immediately upon lead sheet compleBon they were all entered in to the CRM for immediate follow up and disbursement to sales personnel. This did not actually reduce the quanBty of “Free” brochures; it just increased the lead base for the future. It was BOAT SHOW REPORT 2014 excellently handled by greeter -‐ Mikala, a young associate at SBC, and it created a professional atmosphere. I have a copy of their customer form which is “above and beyond” the tradiBonal lead card. The sales staﬀ was well dressed in tan slacks and black SBC polos, and everyone had a great aitude and smile for all customers. Amazing how that ma(ers! Product knowledge, sales training, and customer care were all evident in all aspects of discussions and point of sale. Pricing at SBC starts with the BYF (Build Yours From) base price system. It is a nice way of showing how boats can be aﬀordable, and then adding opBons as you want or need them. The sales staﬀ is well trained on these details and it was a very professional system that creates excellent margins and feels fair to the customer. SBC has this down to an art form and it helps them maintain very healthy premiums for Cobalt Boats. The 10 series pricing from our website was proudly displayed in clear sight of all three 10 series boats. All boats had a display of MSRP, regular SBC price, and the SPECIAL SHOW Pricing. Margins over 34% a5er it’s said and done. SBC does a SEA and TEE event in the summer, and they had golf clubs displayed by the R-‐3 and R-‐5 with details and photos from the event -‐ which was a nice touch. They also had the Bike and Kayak and SUP on a “car type” bike rack on the hardtop of the 336 which created a very aggressive and acBve look. They decorated the 296 with a SeaHawks tailgate including the gas powered blender, a stainless BBQ grill, towels, blankets, keychains, phone charger, caps, jerseys, etc… all logoed for the Big Game. These touches were truly appreciated by the show goers. FantasBc mix of colors was represented including all 4 interior opBons, all ﬂooring choices, and the mix of product models seemed appropriate. Watching the follow up was another “excellence in acBon” display of success. The team used Awesome Sam Dantzler’s training technique of FORM when they completed customer lead forms, and they incorporated details in the follow up notes. It seems easy when you do it right! Sales results are a direct result of the eﬀorts. As of Saturday night the total deposited sales stands at 12, versus 5 the prior year. 6-‐ R-‐3s, 2-‐R-‐5’s, 2-‐220’s, 24 and 26 SD so far. There is a great prospect working on a 296 trade for his 272 Cobalt, and many others to deﬁnitely come with the follow up. The show is ongoing unBl Saturday, and closed on Superbowl Sunday. I am projecBng results of over 25 units by next weekend. These guys should put on a clinic! Very impressive! VERY AWESOME! I am energized by spending time with this team. I LOVE IT! If we could duplicate this in every market we would be sold out for the next 5 years! ! Gavan Hunt Cobalt Boats VP Sales and Marketing [email protected]