Are customers purchasing during boats shows or just looking around? We put the great marine industry debate to the test.
MasterCraft dealers were looking for more guidance and support during boat show seasons to help justify their significant staff and financial investments. Simultaneously, the manufacturer was looking for proof that big expo-style boat shows were worth investing in. Both entered the test believing that the effort taken in boat shows was not worth the sales.
We organized a dealer advisory pilot group who planned, executed and measured a common approach during their boat show events. A process was constructed with clear and specific goals, common staff preparation for the boat expos, enhanced lead capture and follow-up techniques and a similar way to measure the results. Each dealer was carefully monitored before, during and after their respective boat shows.