With just two days to go until we open the 77th Seattle Boat Show, our robust advertising, marketing and PR campaigns are at full throttle delivering strong reach and frequency. Since half of the NMTA membership will be busy moving in and then manning their displays at the show, you may not be seeing or hearing our ads, so we wanted to share some key metrics:- Total budget for traditional media purchased for the show is $140,000, plus an additional $28,650 of bonus media from value-added no charge spots, trades, and contest promotions.
- TV: This year we have a total of 1,379 spots on seven TV stations, an extra 264 spots over last year.
- Radio: You’ll hear ads and on-air promotional giveaways on 28 different radio stations. There are an estimated $20,220 additional bonus/value-added no charge spots over and above the paid schedule.
- Radio Trade Program and Radio Contest Promotions: We have an estimated $9,100 of spots in the Radio Trade Program and an estimated $10,000 in value for on-air mentions with contest ticket giveaways to winners. Beyond on-air mentions, many stations also include their contest on their websites and social media.
- Print: We are running print ads in NW Yachting, Pacific Yachting, 48 North, NW Sportsman, The Reel News, Salmon & Steelhead Journal.
- Digital: The digital budget is $125,000 with ads on Facebook, Instagram and Google Search
- Organic Social Media: We are using all Seattle Boat Show and NMTA Facebook, Twitter and Instagram social media channels (30,000+ followers) to promote the show.
- Direct Email campaign showcasing this year’s show consists of six emails to 53,000+ boaters that have previously attended NMTA events including the Seattle Boat Show and the Anacortes Boat & Yacht Show.
- Earned Media: The PR efforts are also making waves. Earned media so far has included stories in Northwest Yachting, 48North, TradeOnlyToday, Northwest Sportsman Magazine, Puget Sound Business Journal, The Reel News, Take Me Fishing, Outdoors NW, Fabulous Washington and on 710 ESPN Outdoor Line. Extensive TV and radio coverage will happen during the show.
Want to dive deeper? You can read our 7-page advertising and marketing plan. |
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