The value of FaceTime

Jan 11, 2021

Although we’re not surprised to see this happen, the sudden change in Canada’s COVID case counts has forced the cancellation of the Toronto, Montreal and Vancouver boat shows in just the last week; mere weeks from the planned show openings.

The disappointment will be significant among show goers and the industry alike, and the loss of time and effort people have put into planning and building their displays is very regrettable.

Nobody could be more disappointed than the show organizers I’m sure, but at every level, I think the loss of “face time” is really the greatest loss. 

There will be a virtual Toronto International Boat Show and we at Canadian Yachting Media are strongly committed to being a part of that. I hope you are planning to participate as well. You know the old adage, “out of sight, out of mind”. It’s really true and businesses that are visible there, will get the profile and the buyer awareness. It’s a competitive risk to be absent.  

With these unplanned and unexpected forced cancellations, we lose the value of in-person face time. Just the recognition and connection between the dealers and their customers is hard to value, but I think it’s very significant. At some very basic level, we want to recognize and connect with people, especially members of “our tribe” – the cottagers, fishermen and club members that we are used to seeing (and recognizing) every summer.

We are all very anxious to see the end of COVID and the shut-downs, but until we get there, plan to get active in the virtual shows and try to create some video featuring your team members.  This could be as simple as a short team video introducing each of your key people and having the group share a little local news, some new product information and close out with warm wishes for spring 2022 and the next boating season. Even 60 to 90 seconds could give you a way to help bridge the loss of face time till the season opens again.

Andy Adams – Editor