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MARINEMARINESALESSALES

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• According to the National Marine Manufacturers Association (NMMA), boat purchases totalled $25.6 billion in 2001, 2.3% ahead of 2000 and a record for a single year.

• Participation in boating, however, slipped nearly 4% in 2001 to about 69.5 million boaters.

• Sales of larger boats helped buoy the industry. While 6% fewer new boats were purchased, total dollar sales rose 6% to $8.6 billion.

BOATING andBOATING andMARINE SALES MARINE SALES From Troubled Waters…From Troubled Waters…

• Aftermarket accessories made a significant impact in 2001, with a sales increase of 12% for the year to $2.3 billion.

• Another positive factor for the industry was the 13% increase in the average price for a new boat, which reflects the continued consumer movement toward better-equipped boats.

• The average price for a new boat, motor and trailer package increased 9% to $25,663 in 2001.

BOATING andBOATING andMARINE SALES MARINE SALES ……To Calmer SeasTo Calmer Seas

• The boat market has swung in favor of larger boats, according to Applied Technology & Management, Inc.

• In the early part of 2001, almost 500 "mega-yachts" were under construction, a 30% increase over the previous year.

• This trend is forcing marinas to reassess the size of their slips to accommodate the larger craft.

BOATING andBOATING andMARINE SALES MARINE SALES Whose Boat Is Bigger?Whose Boat Is Bigger?

• The economic downturn could lead to an upturn in the business of cleaning and maintaining boats, according to an article by Boating Industry International.

• Consumers now are less likely to purchase new boats, meaning that they will spend more to keep up their existing craft.

• The treatment boat owners receive when seeking service will need to improve dramatically for the industry to retain current and attract new customers, according to the NMMA.

• Service is the number one area cited that needs improvement at boat dealerships. Almost one-third of recent buyers rated their last boat repair experience as "fair or poor."

BOATING andBOATING andMARINE SALES MARINE SALES Swab The DeckSwab The Deck

• Tough times will mean that the market will see more used boats, said Boating Industry International.

• This will bring even greater competition for boat sales and further pressure on pricing.

• The slowdown has also affected marinas and demand for slips and repair services.

• The National Marine Manufacturers Association said the industry is poised for a turnaround in 2002, leading to a mid-year surge in boat sales.

BOATING andBOATING andMARINE SALES MARINE SALES Turn-Around For BoatingTurn-Around For Boating

• Repeat customers constitute a little more than 40% of a typical boat dealer's customer base.

• Among the rest of the base, 30.5% are customers from another dealership, and 29.2% are first-time buyers.

• Families with children are by far the largest demographic category among customers of boat dealers, accounting for 38.7% of their base.

• Also, males are the primary decision makers in 44% of all boat sales. Couples or families decide in 41.6% of sales, and females make the decision in 14.4% of sales.

BOATING andBOATING andMARINE SALES MARINE SALES The Family That Boats Together…The Family That Boats Together…

• Families with children are the largest demographic category among customers of boat dealers. Television is the only medium that provides advertisers with the opportunity to reach this demographic together during family programming or separate during adult and child programming.

• Repeat customers and customers switching from another dealership account for more than 70% of a dealer’s customer base. With such a knowledgeable customer base, dealers should be aggressive in their advertising message and not be afraid to show complex packages and technical specifications about their models.

BOATING andBOATING andMARINE SALES MARINE SALES Advertising StrategiesAdvertising Strategies

BOATING andBOATING andMARINE SALES MARINE SALES Advertising StrategiesAdvertising Strategies

• When it comes to boat sales, males are the primary decision makers with couples or families close behind. By advertising during the appropriate programming or during events such as the America’s Cup, dealers can better focus their message to these demographics.

• In the current state of the U.S. economy, boating analysts believe that sales of used boats will grow faster than new boats. Take advantage of this trend and reach potential first-time buyers by displaying your used boats in an exciting and full color television commercial.

BOATING andBOATING andMARINE SALES MARINE SALES Why TV?Why TV?

The answer is three simple reasons!

Your customers and potential customers use it — viewing daily for long periods of time

1.1.

TV’s attributes of sight, sound, motion and emotion let you best communicate your message tothese people

2.2.

Television works in dollars returned!3.3.

BOATING andBOATING andMARINE SALES MARINE SALES Why TV?Why TV?

Remember,Only television can give you:

The right message

To the right people

At the right time

In the right place!

BOATING andBOATING andMARINE SALES MARINE SALES Why TV?Why TV?

BOATING BOATING andand

MARINEMARINESALESSALES

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