BIA NSW supports better business in 2009

2:16 AM Wed 7 Jan 2009 GMT

'BIA of NSW marketing and event manager, Domenic Genua,at Rosehill last year.' Click Here to view large photo

The BIA of NSW is already planning the Sydney International Boat Show, with some modifications and adjustments given the economic slowdown, but there are many other initiatives in the pipeline for 2009, aimed squarely at advancing members' businesses.

"We've had to look at 2009 very carefully, taking the current economic situation into considation. So we are adapting our calendar of activities to meet the climate," says Domenic Genua, Marketing & Events Manager for the organization.

"In fact we started the ball rolling in 2008 with events like the Clear the Decks Sale," he continues. "We established at a Board meeting that doing nothing was not an option. Our role is to help members. So we focused on the issues in the marketplace and the main one that arose was that dealers were holding stock and with the slowdown, stock levels were increasing. I rang around dealers and members who said they still had plenty of boats with 06 and 07 plates that they needed to move urgently. The sale was the opportunity to get rid of old stock."

While exhibitor response was positive, Genua reports, he was disappointed that there was "not a flood of visitors, more like a trickle".

"But members reported that the people who did come, came with a purpose, so it worked from that point of view. Again this year, we're asking: what can we do to help members? And we have plenty up our sleeve."

To kick off the year, the BIA will host the Rosehill Gardens Trailer Boat Show, March 14-15. "We have reduced the cost for exhibitors and increased advertising support. Its aim is to be another post-summer opportunity to clear stock. We're not placing restrictions on the ratio of new and used vessels. It's up to dealers whatever they need to sell."

Rosehill Gardens Boat Show - BIA NSW

Then there's SIBS in July - the main event on the boat show calendar, and while members' feedback so far indicates there is not as much demand for space, Genua says they are yet to see that and confident exhibitors will choose to participate.

"When you consider it contributes 25% of annual turnover for NSW, it's difficult not to participate. We won't release space until the first week of February, but we're confident that SIBS provides the industry with the ideal opportunity to present their best to the public and showcase the industry as a whole to the market place."

There will be some modifications, though he explains. "We have reduced the event by a day - it's now 5 days instead of 6. But we are holding exhibitor rates to 2008 rates despite our own rise in costs. Visitor entry price will also remain the same and we're releasing tickets online in February for $3 cheaper than at the gate - $15 instead of $18 and no delivery charge."

For his part, Genua has been involved in 11 shows and for the last 8, demand has been higher than availability. "We've had to refund cheques to exhibitors we can't accommodate at the show, which is a very unfortunate situation. But this year, we have been told exhibitors will only require 60% of what was needed in 2008, so that's 28,000 to maybe 20,000m?. But we don't think it will be that dramatic. We will drop to 25,000 m? and can go back to 28,000 if we need to. We have to book the space to allow the industry to exhibit. You have to make the space available to members. I would prefer to have too much space than turn people away in this climate."

SIBS always brings the serious boat buyers. - Jeni Bone

Not only logistical, organizing SIBS is a particularly emotional process. "You're dealing with people's businesses and livelihoods, their futures, so it is very emotional. We have to be commercially realistic. It's tough out there, but you don't throw your arms up in the air. You adapt your business to suit the times and modify practices to suit conditions."

Also in support of members' businesses are the BIA NSW Better Business Seminars throughout the year. "We've been organizing these for 4 or 5 years," says Genua. "At no cost to members, they can come along for a hot breakfast and then hear an expert talk on a particular topic. Last year was e-marketing, focusing on the elements needed to get the most out of your web and email presence. We were surprised at the turnout. It was very popular. This year we will be hosting our seminars around the state and the topic is likely to be stock control - discounts, business planning, managing processes and systems. We're just finalizing the details now."

As Genua observes: "The motoring industry had a relatively bad year and results were only a little down in 2008. For 2009, they're forecasting a 20% drop, but I believe there is a great deal of difference between forecasts and reality. You can't just lie down and give up, you have to get in there and fight!"

For dates, times and seminar speakers visit www.bia.org.au

by Jeni Bone

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