Think of your hottest prospects in consumer markets. What is their most valuable commodity? Their time – especially their leisure time! Given the value of their time, what does it say about a prospect who invests a day to visit an exhibition? It says they’re motivated. It says they have a reason to be there. It says they’re serious buyers in active buying mode.

Are you using your most powerful marketing medium as much as you should be? Join us at the 2009 Allianz Boat Show, an IMF event, and take advantage of this opportunity to meet the most active buyers in your market!

More than 50,000 Irish people participate in marine leisure activities on an average summer weekend alone. The marine leisure supply industry has a turnover of over €100million, of which boating sales account for approximately 40%. According to the IMF the marine sector has the potential to grow by 30% over the next three years.

Historically the IMF Boat Show has attracted male ABC1’s. This user group accounted for approximately 70% of the visitor profile in 2003. All visitors are predominately 35-50 years, with many falling into the 25-44 year old category, described in recent market research as ‘Marketer’s new Cash Cows’.

This attractive market segment is estimated to have an earning power of circa €20billion, with a discretionary spend in the region of €9million. 25% of previous visitors were over 50 – a market that should not be discounted as they are frequently affluent purchasers. The IMF Boat Show acts as the Irish marine industry’s shop window and is designed to appeal to boat buyers and boat users of all ages and pockets.

With leisure time becoming an increasingly precious commodity the leisure industry has grown more competitive year on year. The Boat Show team have devised a strategic marketing campaign to attract people from across all disciplines. The 2009 event, sponsored by Allianz, will attract a diverse group, from avid sailors, divers and anglers to new recruits interested in water-based sports and holidays.

To deliver the 2009 bumper event the Boat Show team are working closely with leading Advertising and PR agencies to design a strategic marketing campaign. Promotion of the 2009 Boat Show will involved a highly targeted two-tier nationwide advertising and PR campaign, aimed at both the current user groups and new recruits.

In the months directly preceding the 25th IMF Boat show the promotional campaign will be both intensive and highly targeted, ensuring that exactly the right type of people attend the show over its five days. Advertising will be placed, and editorial sought, across national and regional broadcast and print media, including relevant trade press.

To maximise the effectiveness and reach of the campaign the Boat Show team encourages exhibitors to take advantage of the substantial marketing opportunities and maximise the return on your investment!