Will the virtual world benefit boating?

Feb 1, 2022

We have just seen the Virtual Toronto International Boat Show end and with the cancellation of the in-person show due to COVID, many of our boating industry traditions have been up-ended. Montreal’s in-person show is also cancelled as was the Vancouver show.

Did you participate in the TIBS Virtual show, either as an exhibitor or as a guest? I hope you did because it’s a great learning experience for your future business. 

When I started visiting the virtual displays, it was clear that some businesses understood the opportunity and capitalized on the audience to make new connections and to present their products in a favourable light. It was free to “attend” and some 225 plus exhibitors were easily accessed. Those who had good product photography, or better yet, a suitable video, likely made a faster and stronger connection with their show visitors.

While we all hope the COVID days are soon behind us, I suspect that the changes and adaptations we made to be virtual, will still be applicable in the future. In fact, having your own professional quality photos and video at the ready for future sales and marketing, is clearly important and powerful. I think we can expect some form of the “virtual” will be a key component of effective marketing campaigns in the years to come. We won’t be going back to the old ways!

For many years now, Boating Industry Canada has been a part of the NMMA Canada’s Industry Breakfast session at TIBS but this year, it’s called NMMA Canada’s Virtual State of the Industry.  The session is again held in partnership with Wells Fargo. I’m thinking of this as a BYOB event – bring your own breakfast!

I will be on the podium presenting some marketing data and introducing the other speakers. NMMA Canada President Sara Anghel will be speaking and introducing special guests, doing the NMMA Annual General Meeting and the session will lead up to another important presentation by Wells Fargo’s Nick Bennenbroek with specific research for the Canadian marine industry.

It may be virtual this year, but we all plan to be back to an in-person event next year. The information will be just as good virtually, but the food will be better next time!

Also, the recent story in Boating Industry Canada  News Week about Canadian Hydrographic Services (CHS) ending their arrangement for Print on Demand (POD) dealers has attracted the attention of several boating industry organizations and groups, particularly those concerned with safety and supporting cruising boaters. There is new dialogue taking place and we hope to have an update on this in the coming weeks.

For now…hope to have you join the NMMA Canada’s Virtual State of the Industry session. You can register here 

Andy Adams – Editor