Sailing publicationsv4

“Sail locally. Celebrate globally.”

SUMMERSAILSTICE:  June  21-­‐22,  2014  

A Tool to Grow Your Business and Sailing

“Sail locally. Celebrate globally.”

Yet  –  Endless  Enthusiasm    

What’s going on?

“Sail locally. Celebrate globally.”

ParCcipaCon  is  not  growing    � Competition from other activities �  Economy / Expense �  Time-starved audience �  Aging population �  Digital World �  Two-income families �  Reduced waterfront access �  Declining Middle Class �  Elitist Perception �  Fragmentedparticipants

“Sail locally. Celebrate globally.”

The  difference  between  growing  tennis  and  sailing.    Tennis:      

Sailing:  Incredibly  diverse  

“Sail locally. Celebrate globally.”

 How  do  you  create  a  tradiCon?  

Thanksgiving – 400 years

“Sail locally. Celebrate globally.”

 How  do  you  create  a  tradiCon?  

Christmas – 2000 Years

“Sail locally. Celebrate globally.”

 How  do  you  create  a  tradiCon?  

Celebrating Sailing - 14 years

“Sail locally. Celebrate globally.”

 A  global  partnership  of  compeCng  banks  

Uniting behind a brand:

About  Summer  SailsCce…  � The  global  sailing  celebra/on  held  annually  on  the  weekend  closest  to  the  summer  sols/ce.    

� Launched  in  June  2001  with  consistent  growth  over  13  years.  

� Summer  SailsCce  encompasses  a  worldwide  community  of  sailors  from  racers  to  cruisers,    locally  and  worldwide.    � All  50  states,  40+  countries,  4900  boats  � 30,000  sailors  (on  e-­‐list)  � 100,000  site  visits    

“Sail locally. Celebrate globally.”

So What and How Do I Use Summer Sailstice?

“Sail locally. Celebrate globally.”

You Are Macy’s! (Or McDonalds)

Sample  Summer  SailsCce  Events    

Deep Creek YC, Long Island, NY

Mark Twain Sailing Club, Missouri

Torresen Marine, Muskegon, MI

Branched Oak YC, Nebraska

Lake Delta YC, Rome NY

Clipper Cove, San Francisco Bay

Spring Point YC, Virginia

Shanghai B & YC Shanghai, China

“Sail locally. Celebrate globally.”

So  What,  Specifically,  Should  I  do?    -­‐  Sell  SailsCce  ads  in  your  June  issue  -­‐  Run  a  Summer  SailsCce  story  -­‐  Create  a  Summer  SailsCce  event  on  the  website  -­‐  Offer  a  Summer  SailsCce  prize  (readers  or  adverCsers)  -­‐  Encourage  ParCcipaCon  from:  

-­‐  Dealers  -­‐  Community  Sailing  -­‐  Yacht  Clubs  -­‐  Class  AssociaCons  

-­‐  Organize  –  local  sailing  community  -­‐  Send  press  release  to  non-­‐sailing  media  -­‐  Use  the  tools  on  the  Summer  SailsCce  Site  Only  all  of  us  together  can  do  it.      

“Sail locally. Celebrate globally.”

So  What,  Specifically,  Should  I  do?    -­‐  Sell  SailsCce  ads  in  your  June  issue  -­‐  Events  Sell!  

“Sail locally. Celebrate globally.”

Post  an  event  on  the  Summer  SailsCce  Site  

“Sail locally. Celebrate globally.”

Offer  a  Prize  To  Summer  SailsCce  ParCcipants  

“Sail locally. Celebrate globally.”

Use  The  Summer  SailsCce  Tools  to  Create  An  Event:  

“Sail locally. Celebrate globally.”

UClize  Materials  

Sailing  Network  Support  

•   Tagging  of  ads  •   Event  Ce-­‐ins  •   Press  menCons  •   E-­‐le^er  menCons  •   Social  media  menCons  •   In  kind  donaCons  of  prizes  

2014  Sailing  ObjecCves    � Increase  market  size  /  sales  

� A^ract  new  prospects  and  customers  � Increase  customer  loyalty  &  retenCon    

� Create  barriers  to  compeCCon  (other  sports)  � Enhance  image  as  desired  recreaConal  acCvity  � Generate  publicity  

Summer  SailsCce:      An  Opportunity  for  Sailing!  

�  Summer  SailsCce  invites  all  sailors  to  par/cipate  and  engage,  fun  and  free!  

�  SummersailsCce.com  is  an  established  &  growing  community  �  Invites  par/cipa/on  and  promotes  mul/ple  niches  from  outreach,  to  educaCon…to  racing  

�  Global  event  with  local  parCcipaCon  

The  SoluCon:  

“Sail locally. Celebrate globally.”

Where  will  growth  come  from?  -­‐  Johnny  Heineken  -­‐  Small  boats  -­‐  Snow  boards/skis  -­‐  Young  employees  -­‐  Diversity  -­‐  Cool  Only  all  of  us  together  can  do  it.      

Sailing  Takes  Time  and  Money  

People need to want to sail. (Come on aboard – it’s fun!)

Goal  of  Summer  SailsCce:    Showcase  Diversity  of  Sailing      

Working  together  we  have  leverage!  

Invite  to  a  ‘Happening’  

What  event  do  you  want  to  a^end?  

Summer  SailsCce  and  You  :      

GOAL:    Unite  your  diverse  readership  to  get  the  “whole  world”  sailing  on  the  summer  solsCce  –  June  21  &  22,  2014.  

Benefits  of  Partnering  �  Increase  awareness  by  tapping  into  Summer  SailsCce’s  global  community  of  sailors  

� Generate  excitement  around  an  annual  event  (offline  -­‐  on  the  weekend  of  SummerSailsCce,  online  -­‐  year  round)  which  deepens  your  customer  relaConships  

�  Enhanced  brand  equity  and  image  (support  of  global  sailing  community  and  industry)  

�  Publicity:  Become  newsworthy  via  parCcipaCon  in  a  worldwide  event  

“Sail locally. Celebrate globally.”

Picture  Success  –  these  are  your  owners  sailing,  your  readers,  your  club  members  –  it’s  the  whole  world  sailing.  

What’s  Next?  �  Just  Do  It!    Add  to  calendar,  post  to  website,  contribute  prize,  etc.  

�  Sponsor  –  Contact:  �  john@summersailsCce.com  �  415-­‐412-­‐6961