The International Federation of Boat Show Organisers (IFBSO) has made some major changes to its constitution following an ‘energised’ annual congress at Istanbul in Turkey this June. Amongst the initiatives adopted is a four-tier membership scheme that will allow brand new shows to join the organization as soon as they are created. This replaces a former scheme where a show had to operate successfully for three years before being eligible for membership.
The IFBSO, which was founded in 1964 to help the development of boat shows and marine trade exhibitions worldwide, also has an enlarged Executive Committee, and there are now 5 regional groups in which respected individuals can become trusted advisors for the industry.
“As members, we are able to recommend the best ways for manufacturers to reach their target markets,” IFBSO President Goetz-Ulf Jungmichel said. “Whichever country a company has identified for increasing sales, we will have an experienced regional partner there to advise about the buying trends of the local audience. This type of information helps a manufacturer deliver the right product for the area, and saves a lot of wasted time, effort, and money.”
Jungmichel, who is also the show director of boot Düsseldorf, was elected to the post in 2013 and immediately promised the membership that he would reverse the lack of direction of the past, and make the IFBSO highly relevant in today’s competitive environment. He began his tenure with a poll of the members, and asked them where the IFBSO should focus its efforts in the future. Part of the feedback was about changing the way new boat shows can join the organisation, and so tap in to the reservoir of expertise available from the outset.
As such, membership is now available at four levels; Platinum, Gold, Silver and Candidate. “Platinum membership is for long established shows that are fully compliant with all our show criteria, and have independently audited figures,” Jungmichel said. “Gold membership also meets all our criteria, but the figures are internally audited. Silver membership is where a show meets most of our criteria, and again has internally audited figures. Candidate membership is for new shows that don’t yet have a track record.” The subscription fees for membership and unlimited access to the expertise available reduce towards the top of the scale, as Jungmichel feels that shows that have made the effort to be as well run as possible should have some sort of reward. At the start of the scale, the Candidate shows can launch with all the advice and help they need for the first event to be a success. This would involve a 3-year mentorship with a long established member from the same region.
“It makes sense to hold the hand of these new shows from the outset, rather than watch them strive to establish themselves,” Jungmichel explained. “The industry now is much more careful with its marketing budgets, with companies having to decide which shows are best for them, and which products they wish to promote in each region. Our organization is fully geared to help them with these decisions, as local knowledge is invaluable.”
Key to IFBSO’s ongoing impact is the dissemination of information, and the recruitment of honorary members to act as trusted advisors. The first honorary post has gone to IBI’s Nick Hopkinson, publisher of the Time Inc portfolio of B2B marine titles. Associate membership is also available to companies within the recreational marine trade. “Knowing what the manufacturers are actually creating also helps us advise them where their ideal market will be, so we keep tabs on everything being produced by the global marine industry,” Jungmichel said.
However, despite the wealth of information available from around the world, Jungmichel is mindful that some shows are fierce competitors, so he is keen to shift the emphasis more on to marketing opportunities for exhibitors rather than comparing facts and figures between members.
“The boat show landscape is certainly changing,” he said. “After the recession, the industry has shrunk to about 60% of its size in the boom years. We are probably still seeing it settle down to match a new world economy. There have also been a lot of changes with the manufacturers themselves, with big names disappearing, and some merging, and others being bought out. Manufacturers are deciding to leave some shows unattended, and carefully selecting their attendance at others. It is also quite common to see stands being shared to reduce costs. Additionally, some shows are reinventing themselves, and some marine federations are choosing to save money by better supporting one show, rather than two. A few shows are also changing their focus, and I think Genoa is a good example. It used to be a fully International event, but is now very successfully addressing its local market more effectively.”
“Fundamentally, boat shows need to tell a story,” Jungmichel concludes. “They need to have a market locally, with the infrastructure to support it, and preferably have attractive surroundings for visitors to enjoy during their visit. Our renewed purpose in IFBSO is to ensure that every show has the best chance of maximizing the return on investment for the organizers, and for the manufacturers that attend. With the global expertise we now have in place, and our new membership scheme, we are sure we can help our members deliver exactly what their exhibitors need for marketing success.”
(Excerpt from an article in the November issue of International Boat Industry)
