Reaching new customers is critically important

In two years, thanks in part to the Covid-19 pandemic, social media and digital channels have transformed the way our industry connects to its wider audience. Boats shows undoubtedly remain a key way for consumers to test and get hands-on with product – the dealer retail network performs a fundamental function bringing to life the experience of the brand locally and it’s often the owner’s first point of contact with the shipyard – but a myriad of new ways to connect with prospective clients have opened up and boatbuilders are scrambling to embrace them.  Social media platforms are proving brilliant ways to extol the joys of boating, while another key trend has seen the proliferation of cross-branding – of seeking to elevate one’s own brand by aligning to another that shares similar DNA. 

This year’s Boat Builder Awards, held in association with Raymarine, reflect these new trends and we celebrate their best proponents in the Retail Marketing Initiative Award, sponsored by ePropulsion.

Today’s retail marketing campaigns are increasingly sophisticated and ambitious - they need to be. As we enter choppier waters, reaching new consumers is going to be critically important. Those companies shining a retail marketing light will be showcased in this year’s Awards. 

Riva Club de Monaco

Riva Club de Monaco

In 2019, the Ferretti Group’s Riva brand took top honours for the BBA Retail Marketing Initiative Award for its unique recreation of the essence of the brand and its iconic heritage at stylish private member clubs in some of yachting’s most iconic locations – Venice, Monaco, Sarnico; the furnishings echo the classic design elements of the Riva boats themselves.

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RETAIL MARKETING INITIATIVE AWARD, sponsored by ePropulsion

Shortlisted companies are:

Astondoa – 677 Coupe launch and social media interior design campaign

The #FeelAstondoa campaign placed three choices of a forthcoming launch model’s interior design into the hands of the company’s social media community for them to vote on. The objective of this bold move was to deeply engage fans of the brand and to provide a platform revealing the excitement and teamwork involved in the creation of a new boat. Fans voted for option C which was adopted for the 677 Coupe’s Autumn launch.

 

BRP – Manitou Pontoon Boats multi-channel launch

BRP developed an aspiration-based creative theme for a comprehensive multi-channel launch plan to launch its New Generation range of Manitou Pontoon Boats. Intense activity included paid, earned and owned media. Launch teasers created buzz for an August 2022 product reveal and large dealer launch event, named Club BRP. The campaign achieved low cost word of mouth marketing and heightened visibility.

 

De Antonio Yachts  –  Partnership with Cupra

De Antonio Yachts was approached by Cupra to explore options for future collaborations. Both brands recognised common DNA in design, innovation, and even their birthplace in Barcelona. The Cupra-branded D28 Formentor e-HYBRID is destined to provide De Antonio Yachts with greater public exposure and other marketing benefits from working with this Volkswagen Group car maker.

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To Attend the BBA

Tickets to the Boat Builder Awards Gala Dinner, taking place the evening of November 15 in Amsterdam, are now on sale with the option to purchase individually or in tables of 10 to enjoy an unforgettable evening with colleagues and industry contacts under the starlit canopy of Amsterdam’s National Maritime Museum:

  • Individual tickets are €275 plus VAT. 
  • A table of ten is €2,750 plus VAT.
All tickets cover admission to the event at the Maritime Museum including:
a spectactular cruise through Amsterdam's scenic canals,
welcome drinks, gala dinner, entertainment,
the awards ceremony & after-dinner party.

The return of this event is not to be missed, tickets can be purchased here and are offered on a first come, first serve basis.

Click here to buy