What I’m Thinking About…. From Peter Schrappen, CAE Vice President & Director of Government Affairs Northwest Marine Trade Association
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re we marketing the boat show like it’s 1985 or 2020?
What if instead of spending $X on traditional and/or digital advertising, we spent $X on digital (realizing that no one watches live television anymore and/or listens to radio ads) and targeted a pool of prospective customers (our superfans w 80% of our time and energy and 20% w new qualified prospects (“new boaters)) and sent them $100 to attend the show. If 1,000 (!) people took us up on the offer, we would be out the same $150,000. This $100 could be in cash. This $100 could be in a gift card and the $100 could turn into a $1,000 if it’s used to buy a boat. Seem crazy?
Inside Event & Festivals, June 2020
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