NMMA Seeks to Increase Leads with BoatShows.com

The National Marine Manufacturers Association (NMMA) will be launching a new website later this year, www.boatshows.com, as an initiative to increase leads for exhibitors at its shows across Canada and the United States.

“Given current economic conditions, now more than ever do we need to create a unique opportunity for dealers to help them sell more boats,” said Carl Blackwell, NMMA's vice-president of marketing and communications. “Providing the additional ability to generate leads before, during and after the show is a real advantage for dealers.”

The site will work in conjunction with all NMMA show websites. Exhibiting dealers will be able to feature new and used inventory that they will have present on the show's website, allowing potential buyers to set up appointments and meet with representatives ahead of time. Dealers will also be able to feature their entire current inventory on the boatshows.com website, as well as benefit from consumer-generated leads at no cost. NMMA boat manufacturer members will also be able to use the service at no cost.

“The idea is to create hot leads for the exhibitors, helping them to maximize their time at the show,” explained Cynthia Hare, show manager of the Toronto International Boat Show. “We often get calls from people asking if specific boats will be at the show. This way a consumer will be able to go our torontoboatshow.com website where exhibitors have uploaded all the inventory they'll have on display at the show. Once the show is done, [the exhibitors] can have all of their inventory on boatshows.com.”

NMMA is partnering with Virginia Beach, VA-based Channel Blade (an organization specializing in online marketing, lead management and sales education solutions) for the programming aspect of the site's construction.