Tamara Ecclestone at the Boat Show

[FishyInverness]

I would think a compromise between bringing in the press and hyping up the "public interest" and keeping a theme which would keep the spending demographic happy would be a practical approach.

Griff Rhys Jones or Timothy Spall spring to mind....

Admittedly not glitzy enough for some, but certainly appealing to those that like to watch a bit of reality TV.

 

[Richard Shead]

I do wonder if anyone actually bothers to read responses people have taken the time to put on here.

Most the people you mention have at one time opened the show but I guess they did not generate the press coverage that Tamara made ...

Anyhow TE must have worked as you are all talking about it ... I don't recall seeing the same level of debate when GRJ opened it.

Must dash my marketing course starts in two.

 

[fireball]

Ok, I'll bite, as a marcoms professional.

The first question to ask with any planned marketing communications activity is "who is the target audience?" You then plan the activity to communicate to them.

So, who is the audience for a boat show? Presumably, those who will spend money on boats and associated products and services.
<snip>

Just a mo - is the target audience of the opening really the likes of you and me? ... we'll go if we want to regardless of who opens the "show" - because we look past the glitz and decide whether we want to go on the content.

By getting some celeb to open the show and gain a larger press scrum the show organisers are increasing the target audience size and it encourages joe public to come along and have a look ... granted, most of them will buy nothing more than a drink and some food - but some will buy clothes (got to have the right label!), a few will book courses/holidays and just one or two will start on the road to boat ownership ... and all because they found out about a show that they wouldn't normally know about.

Yer - a few existing yachtsmen will be put off - like Seajet - but tbh, he wouldn't buy much if he went .. no more than he'd spend normally in a year anyway...

@boatshows - it would be interesting to see an analysis of demographic of attendies - if such data exists ...

 

[Twister_Ken]

Just a mo - is the target audience of the opening really the likes of you and me? ... we'll go if we want to regardless of who opens the "show" - because we look past the glitz and decide whether we want to go on the content.

By getting some celeb to open the show and gain a larger press scrum the show organisers are increasing the target audience size and it encourages joe public to come along and have a look ... granted, most of them will buy nothing more than a drink and some food - but some will buy clothes (got to have the right label!), a few will book courses/holidays and just one or two will start on the road to boat ownership ... and all because they found out about a show that they wouldn't normally know about.

Yer - a few existing yachtsmen will be put off - like Seajet - but tbh, he wouldn't buy much if he went .. no more than he'd spend normally in a year anyway...

@boatshows - it would be interesting to see an analysis of demographic of attendies - if such data exists ...

[irony]Well, that strategy is certainly working [/irony]

Albert Einstein "Insanity is doing the same thing over and over again and expecting different results."

 

[FishyInverness]

Fireball, excellently put...

Richard, when did GRJ open? Must have been before my time in the industry (I have to admit to being pretty much a layman as far as anything outside my past 4 years experience in working for chandleries or service agents is concerned - and also having to admit to being really narked that I wasn't present when Kelly Brook opened the show because I've always had a crush!! ) - and therefore guessing previous to the massive reality TV following from the 3 men series being endlessly replayed on Dave?

My thinking there being that these days he would more effectively sandwich between the curmudgeonly sailor and the armchair/newspaper reader interest...

 

[Elemental]

Good grief

I honestly wonder if some of you lot know how to have fun

What on earth is wrong with a bit of glamour and razamatazz at an opening ceremony? Why on earth shouldn't a bit of eye candy be used to increase the public awareness of the show?

To be honest, images of Dame Ellen opening the show make me wince more. I'd much rather hear what she has to say on issues concerning her charitable work or her endeavours at sea than watch her uncomfortably posing on a podium.

As for Dylan's comment about her 'slag tag' tattoo - doh!

Do we really want the public to think of sailing as full of crusty, intolerant old folk?

 

[Seajet]

Do we really want the public to think of sailing as full of crusty, intolerant old folk?

Suits me ! Got a birthday with a 'zero' on the end in a couple of weeks time...

Fireball,

you obviously know me too well, I have my half Aberdonian heritage to live up to !

In fact I'm in the market for some minor electronics, but it turns out I can try the options I have in mind at fairly local chandleries, and I get a hell of a lot more enjoyment visiting them than excel.

Yours crustily,

Andy

 

[dylanwinter]

deepest apologies

I honestly wonder if some of you lot know how to have fun

What on earth is wrong with a bit of glamour and razamatazz at an opening ceremony? Why on earth shouldn't a bit of eye candy be used to increase the public awareness of the show?

To be honest, images of Dame Ellen opening the show make me wince more. I'd much rather hear what she has to say on issues concerning her charitable work or her endeavours at sea than watch her uncomfortably posing on a podium.

As for Dylan's comment about her 'slag tag' tattoo - doh!

Do we really want the public to think of sailing as full of crusty, intolerant old folk?

you are right.... too offensive

I take it all back

Tamara is a sailor I have long admired

the fact that she was squeezed out oof the Olympic squad is an absolute travesty

I am told that she is an absolute demon with a varnish brush

My admiration has been re-kindled by this rooad to Damascus moment

Dylan

 

[DJE]

Who were they marketing for though? It certianly got the sponsor's name on the TV and in lots of papers so that must count as a success.

Who are Tullett Prebon anyway?

 

[Fantasie 19]

I do wonder if anyone actually bothers to read responses people have taken the time to put on here.

Most the people you mention have at one time opened the show but I guess they did not generate the press coverage that Tamara made ...

Anyhow TE must have worked as you are all talking about it ... I don't recall seeing the same level of debate when GRJ opened it.

Must dash my marketing course starts in two.

I agree.... the objective as described was to get press coverage for the show and she did exactly what was desired/expected... value for money...

Given we all read the papers, boating types and everyone else, the law of averages then says the audience should go up...

Joe public (and I) would rather look at her than Griff or Timothy I would suggest..

It wouldn't inform my decision as to whether to go or not, but that was clearly not what she was there to do....

 

[Lakesailor]

If the object is to get as wide a coverage as possible in the media for the event then something like Pippa Middleton and Lady Gaga doing a lesbian show would get world-wide coverage.

The concept of getting irrelevant as opposed to targeted exposure is not a consideration for the PR company presumably.

 

[Twister_Ken]

I doubt that Tullet Prebon's target audience reads OK magazine either. Column inches or broadcast minutes reaching the wrong audience is a waste of resources. Targeted marketing is how to get more bang for the buck.

 

[Judders]

Ultimately, the strategy for marketing the boatshow will be judged on it's success. Its got tackier every year and attendance has dropped every year.

Broadly speaking many of you are correct in surmising that the opening is not aimed at the kind of committed sailors who frequent these forums.

Or in other words, we are being taken for granted.

Anyhow TE must have worked as you are all talking about it ... I don't recall seeing the same level of debate when GRJ opened it.

Must dash my marketing course starts in two.

I dont know about anyone else, but I am talking about being taken for granted; so I am not sure it has worked.

- and also having to admit to being really narked that I wasn't present when Kelly Brook opened the show because I've always had a crush!!

To be fair, much as the Kelly Brook thing was nearly as cringeworthy, she's several steps up in class; at least we'd heard of her.

Do we really want the public to think of sailing as full of crusty, intolerant old folk?

If the cap fits...


...yes, seems to fit perfectly.

 

[Simondjuk]

Boat shows aren't really for boat owners, other than perhaps those considering a new vessel, but more for gawkers now.

I'm not in the market for a new boat. I can do better than any 'boat show special' price on kit by shopping around on the 'net. What's there for me? Nothing much. Even the Guiness was lousy last, and the last, time I bothered to go.

 

[Judders]

Good points Simon. I am going for three reasons:-

1. I want a particular item that I know little about so wish to speak to all the various manufactueres/agents in one go.

2. A good freind has just purchased his first boat and has a few bits he needs advice on

3. Its a bit of a social on the Thursday night, a lot of old friends under one roof.

 

[maby]

Yes but it just goes to show how badly they miss the real target audience, and then wonder why numbers are dropping.

I guess that "the real target audience" knows it's happening anyway. Ms. Ecclestone (and all the other bimbettes they use) exist to get them a mention on the TV and press and (hopefully) pick up some stragglers who would not otherwose have known the boat show was on at all. It obviously worked!

 

[little_roundtop]

It's a sad refection on today's obsession with celebrity. And with that in mind, would somebody please explain to me exactly who the "Boat Show" is??

 

[Twister_Ken]

I guess that "the real target audience" knows it's happening anyway. Ms. Ecclestone (and all the other bimbettes they use) exist to get them a mention on the TV and press and (hopefully) pick up some stragglers who would not otherwose have known the boat show was on at all. It obviously worked!

That'll be why attendance is down again, then.

 

[electrosys]

Boat shows aren't really for boat owners, other than perhaps those considering a new vessel, but more for gawkers now.

I would have thought that the Boat Show is primarily an international display window for vendors, who no doubt pay large sums of dosh for the priviledge of a presence there. Maybe it's more of a prestige thing, rather than an effective marketing tool ?

 

[Keen_Ed]

That'll be why attendance is down again, then.

Post hoc, ergo propter hoc