I think perhaps the first error we're making here is assuming that the manufacturers have all this money to spend on marketing. Boat building is a tough business whether it's catamarans or monohulls and most of them are struggling to stay alive. Nobody is getting gloriously rich off building or selling beach cats and there probably isn't much capital to spare.

That being said, I totally agree with Simon that there is a lot we can do on the local level. It's hard to realize it if you've been in this sport for long but we are part of a secret society. You NEVER hear about sailing unless you're already looking for it; subscribing to the magazines, looking on the web, or know someone who is admantly addicted such as ourselves. Perhaps my perspective is a bit unique as I started sailing a little over four years ago and having had very little prior sailing experience, I never knew such a community existed around this sport until I got involved by chance. I can also say that had I known about it, I would have been involved much sooner.

My point is, getting publicity into local news could be HUGE! With everything going on in the world today, our news people should be out looking for something positive to report on. Invite a camera guy out on the committee boat, take them for a ride (if they have a waterproof camera), try not to wreck in front of them, etc. An open invite to sail for an afternoon would be great to announce with any publicity.

I try to take non-sailors out as often as I can (until now that I have some reliable crew!) but I can say of the 6 people that I have introduced to catamaran racing, two of them are pretty serious about it now - one races his own boat frequently and the other looks for crew opportunities often. that's not a bad percentage! How many of you have gone to the beach and had people who are obviously interested in a ride? It happens to me on just about every trip to the beach. All they need is a little more information and an opportunity to set the hook.

We have a great sport but too few people know anything about it. That's our problem.

Jake,

I don't disagree with you in that something can be done on a local level to promote sailing, however I don't think it would be enough to really grow the sport much. I don't know how gloriously rich the Hobie Cat company was when they got into merchandising clothing etc. Back in the 80's you could be a 1000 miles from a water hole but it was cool as hell to wear Hobie clothing. Everybody knew what a Hobie was, and it was "cool" to be associated with that name. Today the only people that wear Hobie clothing are the Hobie sailors, and someone whose old aunt may have given them a Hobie shirt (which they'll probably exchange). It takes creative thinking to create a cult like following of a product, and that is what is needed.

I don't agree in that Catsailors are part of any "Secret society" as you put it. A secret society would try to exclude others from coming in thereby making it more desirable. The sport of catamaran sailing is screaming to try to get more attention, but nobody is really listening or interested. Sure you may be able to convince a couple of people of what it's "really like" by dragging them down and taking them out for a sail. But you can't do that on a mass scale and it won't really affect much (on a big scale, of course).

If I were the owner of one of these companies I would focus on creating a huge amount of buzz around the brand (I would choose Performance if I could, since I think it would be harder to disassociate the Hobie brand with that 80's feeling, but what do I know!). I think it is a great Idea to have dedicated showrooms where you can see the product. Immagine walking into your local mall and seeing this really cool looking shop with HOT looking catamarans with great graphics sailing through the air, hanging on the walls, and on the floor etc, where the people can get on the catamarans, hang from a trapeze, check out some of the cool techy gadgets. They would also sell same brand clothing etc. (it's gotta be cool though) that people will associate with this whole feeling. The majority of the people would walk out of there having bought a T-shirt or something, but the really cool ones would be the ones going home with a cat. (I can see all the girls turning around and stearing already!)

I think something like that would work (hey nobody said anything about budget limitations!!!!!!!!)
It's a way to bring the sport to the people, and the people to the sport.

Jake, you might have helped get another convert, too. A monohull sailor (25' Westerly or something like that) was out on the water in a powerboat on the ocean side of the Keys when the Steeplechase boats went flying by. It looked like so much fun that he immediately decided he had to have one of those boats so he could sail at 20 knots, too. He is now in the process of buying a used Hobie 20 he found locally.

Fred, your insights and ideas are very thought-provoking. It had never occurred to me that a whole generation of us are still stuck in the 1980's, including the people who run the Hobie Class Association and the people who run the Hobie Cat Company.

And you're right, nothing has changed in the last 20 years. The boats look boring, the sails look boring. We need attention-getting graphics on the hulls, but most of all on the sails, because those are our billboards.

And putting catamarans in malls, which is where all the kids hang out, is a brilliant idea. In fact, you could put a cat in a pool of water, like we did for a boat show in Cleveland back in the early 1960's, so people could actually see what it feels like on the boat when it's floating, and so people could try trapezing.

Maybe tie the boat in the pond fore and aft so it can't go anywhere and have a big fan to make wind, so when the sails are sheeted in, it actually will fly a hull. (And somebody controlling the fan so the boat doesn't capsize, of course.)

This is a very exciting idea. Malls. Why hasn't anybody thought of this before? Forget the boat shows.

You know I have always thought about that! I have always wondered, why isnt there a MALL store for wind sports? It could be from beach cats, to wind surfers and include lazers, sunfishes anything WIND RELATED!

Back in the day, I had a friend with a Windsurfing store. The store did great for the first year. After that it went capute. Dunno why really. But maybe if the mall was close to the shore or something, have classes, maybe the cats rigged up. It would definatley catch lots of attention.

Imagine, a prestine F18 rigged, with colored lights, some nice reggae tunes blasting. Some pretty girls and guys standing around, they will sell. GUARANTEED!!

As far as grafics go, click on my signature, you can see what I did to my prior Hobie 16. Mind you it is a 1983 boat, sure doesnt look that old, and I got TONS of attention, from youngens to oldies. Everyone that saw her, fell in love. Anything is doable.

Good Question, and one we have worked on in the North West for the last 30 years. First, you have to realize that only a small percent of the beach cat sailors race, probably less than 15%. So, to make your Fleet, Club, or School grow you have to have more than a racing program and you have to have a lot of dedicated volunteers. US SAILING had a great program called "Fast and Fun" that took eight Hobie Waves around the country, and had free sailing programs using volunteers.
This program is now continued by local groups, like our Sail Sand Point, see www.sailsandpoint.org. We now have five Waves, all donated, that are used in our sailing schools, open sailing, and "Fast and Fun" free outreach programs. Our local Hobie dealer, Hobie Cats Northwest, passed through the boats at their cost. We also support the dealer by helping out at the Boat Shows, with the set up and assisting in the booths.

Peter Nelson and Laura Sullivan conduct Hobie 101 and 102, open to all catamarans, to help new sailors to learn to sail their cats. The program is held at Sail Sand Point, Seattle's Community Sailing Center, and has had a steady growth over the last three years.

We do see a growth in Multihull Sailors and increased sales of Multihulls. It takes a team effort of the Dealers and local volunteers.

Caleb Tarleton
Hobie Cat Div. 4 and Fleet 95
Sail Sand Point
US SAILING Multihull Council

My 2 cents worth-
Create and implement a marketing plan focusing on a target audience, not a wish list of customers/sailors, but a brutally honest look at the optimal client base and then enact a strategy to expand and develop that market.

In the case of existing cat builders/suppliers, revamp the existing range or create a new cat with new exciting graphics, features and if you have the dollars, sell the perception 'you need this' through aggressive media campaigns or events.

Present the new product range to target audiences at sailing events,shows and involve local/state and national media- getting spectacular action shots or lifestyle images are all part of the hook to get clients in.

You either revamp the old classes to attract existing owners back to the fold to buy/update new 'go-fast, must have' bits and/or gain buyers to purchase the new model to be competitive/ trendy or lifestyle followers.

True market penetration means the product has to be seen as reasonably affordable and a 'must have.' not an easy act to follow with cats these days when you have PWC's/cars/bikes etc all fighting for market share.

Maximising promotion means ensuring all media are kept well informed on a regular, ongoing basis of events and activities even to the stage you force feed journalists with stories/photo/video action backed up with good looking talent talking heads. sailing in general falls down badly in this area.

As a last resort, have good looking females suitably dressed in brief bikinis or exotic clothing drape themselves over the merchandise. Sex remains a mainstay of marketing and promotion

Qb2

Marketing 101:
- Identify your target
- Develop products that meet your target market's needs / wants
- Profit!

Seriously, a lot of what has been mentioned in this thread has been done before (boats in malls? I helped load out a Hobie 18 into a mall in Richmond, VA in 1979)

Eye catching graphics? - The 16 Worlds boats were like nothing ever done before. The colors were chosen specifically for Mexico (green/white/red = Mexico's flag). The hull graphics were unique. (Admittedly a lot of sponsor logos, but not the one by the transom, nor the "diamond logo" in the center, which was especially made to color coordinate with the sails.)


These were 80's sail colors:


Is this a boat from the 80's?:

I don't think so.


We all have to remember that we (primarily racers) make up a very small percentage of sales for Hobie (and probably Performance, too, but I'm not qualified to make that statement). Most of what Hobie sells is to the recreational market and is rotomolded. Their FRP production pales in comparison.

I disagree with the statement that the sailing groups do a good job of self promotion. We suck! When was the last time you saw a blurb about a catamaran race in a major magazine? Results? Announcements? There's no followup on events - even the 16 Worlds. (Just go to the web site today - it still looks the way it did the last day of the event - 8 months ago!).

But I digress. This is a thread about how the manufacturers can better market their products.

IMHO, it's non-traditional marketing. In the apartment business (what I do for a living), it's called "Outreach." It's making yourself known to the public on a personal level. It's exposure. It's what most of us have done gratis for years, just not consistently or professionally (how many of us have any any sort of sales training?). It needs to be done by professionals on a more organized basis.

It was the regatta department at Hobie Cat in the 70's and early 80's.

Though I doubt I can take the credit for converting him, I do remember sailing by at warp factor 8 - he was taking photos and we put on a show by flying high and hooping it up! I bet he has some spectacular photos!

The mall thing is a spectacular idea, but we're back to the money thing. It's worth asking but I don't imagine that they will let you come set one up for free. Space is money to them - kiosks, car dealers placing cars in traffic areas, etc...everyone pays for those spaces. I could be wrong though - it would defintely be a great place to introduce it to some people. Shows and festivals bring additional people to the malls so they're more likely to give that space away for free. Bring your catamaran club and set up 10 boats, get some press, and you might have something!

With regard to the publicity, perhaps part of my perspective has to do with where I live. I live 200 miles from the coast. We do have several sizeable lakes with active sailing clubs but the general public has no idea they exist. To put this in perspective, we have one of the largest regattas in the country a mere 50 miles away but I've not seen it receive even an honorable mention in the back page of the local sports section or anywhere! That's nuts! When was the last time you saw any local club events or regattas in the paper? Don't kid yourself - they're definitely newsworthy.

OK, so the true definition of a "secret society" does not apply to catamarans - but we definitely tend to stay within our own ranks, hang out with the same people, and sail at the same places - right? By the way we participate in our own sport (most of it geographical in nature) we have very few avenues to introduce new people to it. Stores are great places to make those introductions but it has to make money to survive - are we big enough to support such a venture? Most dealers would tell you "no" - to further support this fact, most of their catamaran buyers come from far away and very few boat sales are to local people. This is something that will have to be done by us, the sailors, if anything at all will take place. The manufacturers can't reach out into every community this way.

Simply introducing people to the sport will bring more people into it - all you have to do is spark someone's interest long enough that the next time they see it, they look and ask a little more. Leave them with an avenue to persue (club information) to find out more if they wish. Obviously, you can't force people but if they don't know about it, they can't possibly become interested.

Matt,

You nailed it and you gave me an idea how to tie this thread back to the topic. What if the manufacuturers whent to their fleets with some 'fill in the blank' publication tools and taught us "Marketing 101"?

Matt, I hope you don't think it was me who said fleets do a good job of self-promotion. They do an absolutely terrible job! But all the things they could and should do have been discussed over and over. Many of the fleets, as I said, do make good efforts at projects to get new members -- like having learn-to-sail days, take-a-ride days, fun days for at-risk children, forming alliances with Sea Scouts in their area, bring-a-novice-crew races, bring-a-kid days, put-a-woman-on-the-helm races, holding charity events, etc., etc.

But self-promotion is the missing link. I have written a number of articles about how to get publicity for a fleet. It seems like the problem is finding a person in the fleet willing to write stories and take pictures and submit them to publications.

For every event we host in the Keys, Rick always writes an advance story for the five local newspapers, and after the event he immediately sends them a followup story with a couple of pictures and the results. If a local person trophies, we make sure the papers know that. Most of the papers use everything Rick sends them, usually verbatim, and they use the photos in color.

I have gotten major publicity in Sailing World for the Hobie Waves. Sail Magazine is going to have a story about the Key Largo Steeplechase, and Sailing World is doing a feature story in their next issue, I believe, about long-distance catamaran racing.

I think Sailing World, in particular, has done a pretty good job of giving fair coverage to catamarans, considering what a small percentage we are of the one-design racing world -- and also considering that they are probably not exactly bombarded with articles from fleets. And what about the Hobie Class Association? Does HCA send articles to the major sailing magazines about all the major Hobie regattas -- Worlds, North Americans, Regional Championships? Maybe Bob Merrick could be in charge of this kind of thing -- he does a great job with the writing.

For my part with Catamaran Sailor, and I'm sure for you with the HCA News, it is very frustrating. I get numerous e-mails telling me about upcoming regattas, and then I get almost zero e-mails after the regatta with story and pictures.

P.S. Sorry, I had to give up trying to stay on topic for this thread.

Jake said we ought to promote through newspapers and magazines.., and I think he is right.

However, that has not really helped in the Keys. For every event we put on down here, I send a Press Release to all the newspapers at the same time with an exciting picture.
Several of the papers run the story as is. (When you write a PR, you must write as one of their reporter would write it. If you fill it with too many ads, they will toss it.)

And then after the event, on Monday AM, no matter how tired I am from running the races for the weekend, I get out a PR with several hi-res pix of the event and highlight the local sailors.
Again, almost all the papers publish the story.
Important that you do not send to one ahead of the other.., they take this as bias to another paper if they are the last to see the PR and do not make it in their next issue, while others do get it in.

Results have been poor, however, despite the great color pix in some of the papers. Well, I do have some tennis buddies that say they saw the story and loved it. But, the local dealer has not sold any boats because of it that I know of.

By the way, we are talking about 4 or 5 papers down here -- guess we have lots of news on these tiny islands. <img src="http://www.catsailor.com/forums/images/graemlins/grin.gif" alt="" />

Glad Mary pointed out to Matt the great coverage we have been getting form the major sailing magazines. But, why not Sports Illustrated, I wonder. <img src="http://www.catsailor.com/forums/images/graemlins/tongue.gif" alt="" />
Rick

Mbounds,

The 80's sail selections you posted look notoriously like the current models available. Is this how much they've changed in almost THIRTY YEARS!!!!!??????. Holy cow, someone did fall asleep at the wheel!!!!

And the reason that racers make up a small percentage of sales for Hobie is that no one else is buying these catamarans. Back in the days that the H14 and TheMightyHobie18 were in production, were racers and veteran sailors the only ones buying? I'm sure they discontinue models because there is not enough demand to justify production. Im sure if that demand existed they would gladly put them into production. And I dont think that demand is going to come from monohull converts or sail club trappings.

As far as the photo of the Tiger, I agree in that it looks better than the 80's models, but the side of my local Metro Bus frankly looks more interesting than that.

I think that the factories should set up tester stores in their regions, where their bread and butter is clothing items (not everyone walking into these stores is going to walk out with a catamaran under their arm) or something like it.

Then if successful they could be franchised, like (I think) most mall stores are.

you also can't buy a boat from the factory that looks like that tiger.

you get a white hull with a pinstripe.

Well, after reading all of this, I have a little I'd like to add...
At the Steeplechase this year the Atlantic 1000 promoters told of the television production company that wants to cover the 2005 Atlantic 1000. That's great, but I think it'll only make it to air with sponsor's money, so the sailors need to make your favorite companies aware of this one. Sailboat manufactures and equipment companies are the first I think of, but what about the companies with the real money and promotion know how. Sports drinks and energy bar companies, electronics and optical manufactures, and your local "outdoor sports and recreation" dealers. These are the people that advertise on the outdoors/sports channels.
These viewers are a prime audience for new sailors. Someone that mountain bikes would be an easy convert. The same could be said for a whitewater kayaking or rafting. Plus the equipment tie-ins are there-GPS, Camelback, Performance Under/Outerwear, Optics, which brings me back to the people/companies that could do some great marketing for saiing, which helps everyone from the manufactures on down.

Matt is probably right about the percentage of racers who buy boats, compared to non-racers. Back when Bonnie Hepburn was putting out the Hobie Hotline for Hobie Cat Company, she did surveys that showed her readers were 2-1, non-racers to racers.

I think that the idea of making the boats more colorful and using more "current" styles of graphics would be to appeal to non-racers. What you need is a boat that a teenager will look at and say, "Wow! That is so cool! Can we get that boat, Dad?" That worked for my sister and me when we were young, and it probably works even better for kids these days.

Hard-core one-design racers do not usually care about all that stuff. They want white boats and white sails, so they won't stand out in the crowd. Distance racers are another story. They WANT to stand out, and if they have sponsors, they want them to get noticed.

I have long thought that all the one-design racers should get at least one sponsor, even if it is your own business or the company you work for, and even if all they do is pay for the decals. Even advertising is more eye-catching and interesting and colorful than a beachful of white.

Or, all the boats in a given fleet could have the fleet logo or burgee in a big decal on the sails, along with contact information for the fleet. Advertising pays, and we have really big "billboards" that most of us don't use for anything.

Fleets should also have bumper stickers for all their members, with the fleet name and website. These stickers should be on all their vehicles and all their trailers. All the bumper stickers should have some kind of generic slogan that makes it instantly clear what it is about, like including the words "catamaran sailing." Like, "I'd rather be catamaran sailing."

Thousands of people see our vehicles on the highways and in parking lots. Why don't we take advantage of this free advertising capability?

Rick,

We experienced your work first hand during the Steeplechase. Twice we went into restaraunts and were asked if we were part of the sailboat race around the island. That was cool and though I haven't seen the articles, I'm sure they are spectacular.

That aside, what kind of demographic lives in Key Largo? I think the lack of interest you've witnessed has more to do with the age and activity level of those that live there than anything else. What has been done, however, is the next time that restaurant waiter goes to a beach where he sees a catamaran, he's more likely to approach the owner and the boat for a closer look since he now has a local interest in the boat. I would. I don't think press is going to immediately make people flock to the sport but it plants a vital seed.

I guess that since I send articles to major sailing magazines (and some minor one too) then the HCA does. After all the HCA is nothing more or less than its members. Some of the volunteers are given titles for their volunteer work and some are not but that doesn't change the fact that they are just sailors like everyone else. What's my point? If you want the HCA to promote Hobie Sailing and you're a class member then it's time to get to work. I started working to promote the Hobie 16 class by writing stories and getting results posted long before I had any official title. I just did it because I thought it should be done. That's the way this thing works. If you want something to get done you either do it or find someone to do it. The fundamental problem is that too many people don't make this connection.

Mary, I'm glad you enjoy my writing. I enjoy doing it.

BTW: Here's a hint, posting on Cat Sailor doesn't count.

PS: Bob Merrick is in charge to too much already.

PPS: If you would like to volunteer to work on promoting your class but don't know where to start send me an e-mail (my address is in the HCA News) and I will give you what guidance I can.

Bob Merrick

Hello just a few reality check questions.

Of all the people you have taken sailing on your catamaran... How many got the bug and bought a boat?
How many got hooked on sailing anything?
My experience = 0 new boat owners.

Yes, some like to go out sailing ... many just don't like it or could take it or leave it.

Notice where Hobie sells most of their boats... Resorts! The fact of the matter is that thousands of people experince cat sailing at these places yearly and don't return home with the need to get one for themselves.

I don't think marketing the boat will get you very far Something is missing in your formula.

Personally, I feel that you need to have a system where lots of people can try sailing out (Resorts, Take a ride days etc) and then have a way of building on that interest (Community sailing programs, Yacht Club programs etc). What you want to grow is sustained interest in the activity of sailing... and then hope it evolves into the sport of sailing.

Also notice that most of the rail meat on monohulls are not out there looking for a small boat that they can sail. They seem to be content just crewing. They leave the costs and headaches of boat ownership up to someone else.

Take Care
Mark

Why not keep an eye on the monohull/ OD series? I've noticed several local mono- races that are now allowing multihulls. These events usually draw a crowd of nautical types. Some even get lots of press and sponsors. All of this could as a springboard for multihulls. Yes, multis may have to race a different course because of their speeds, but that is a minor logistical issue compared to arranging a whole regatta by yourself.

If fleets show up 'en-masse' to these events (Sarasota Sailing Squadron's Labor Day Regatta springs to mind), mono sailors will get the idea that the multi fleets are alive and well. They'll also get a pretty good look at the performance capabilities of cats.

I recall whizzing through the 420 fleet like a parking lot a few years back at the SSS event, and a good number of the 420 sailors were interested in multihull OD after the event. These were high-school / college aged "kids" with a lot of potential. Where will they go after the 420s?