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“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: � [email protected] � 415-‐412-‐6961
