Brand Value, Essence, Positioning and Diesel Value

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					2010 Marina Conference

       BMF Update
     Howard Pridding
   BMF Executive Director
               BMF Update
• Working with TYHA
• Representing the industry
   – New Government
   – Inland Waterways
   – Boating Tourism
   – Marine & Coastal Access Act
   – Banking issues
• Red Diesel
• Boat Shows
• ICOMIA
• “On the Water”
         BMF and TYHA working
          in partnership to the
benefit of the marina & moorings sector
        BMF/TYHA Partnership
•   Training
•   Research
•   Lobbying (ie TEPS)
•   Events & networking
       Representation


BMF is the recognised voice of the
       UK boating industry
Our members Provide the Boats, Equipment, Facilities and Services
That enable 3.2 million people to enjoy boating and water-sports on
the Coasts and Inland Waterways of our Country.
Politicians
       Government Departments
Department for Business, Innovation & Skills

Department for Environment, Food and Rural Affairs

Department for Transport

HM Revenue & Customs

Department for Culture, Media and Sport

Department for Communities & Local Government

Maritime and Coastguard Agency

MAIB
          New Parliament


• 151 MP’s retired
• 81 MP’s defeated
• 232 New MP’s to get to know
New Government
BMF Inland Waterways Interests

•   Boatbuilding
•   Hire Fleets
•   Passenger boats
•   Day boats
•   Marinas & Moorings
•   Boatyard service & repair
      BMF Inland Relationships
•   DEFRA
•   Broads Authority
•   British Waterways
•   Environment Agency
•   IWAC
•   Stakeholder Groups (IWA, RYA,NABO, etc)
              Inland Issues
• Future Funding

• Status of British Waterways

• Mooring capacity
                 Tourism
Many BMF members are involved in tourism:-
• Hire fleets
• Passenger boats
• Day boats
• Charter
• Marinas
BMF Tourism Summits
         BMF Tourism Strategy
• Raising the profile of boating holidays in the
  promotion of UK Tourism

• Informing members and championing
  standards

• Growing the market
Government Departments
         Who we work with


• Gathering industry trends and statistics

• Representing the sector on the BTDC

• Seeking opportunities for joint marketing
  campaigns and member opportunities

• The Boat Grading Scheme
         Who we work with

             Tourism Alliance
• Attend meetings organised by the Alliance

• Exchange information regarding Government
  initiatives
    Marine & Coastal Access Act 2009
              CMM Update
• Gained Royal Assent 12 November 2009
• BMF maintain a strong dialogue with DEFRA, MMO and Natural England
to deliver secondary legislation – BMF’s Online Consultation Diary
• Streamline marine consent regime – All types of dredging to become
“licensable”
• Real opportunity though to create a simple “standard permit” for
maintenance dredging activities
• Establish Marine Management Organisation (MMO) – 1st April 2010
• Create coastal path along English coastline – Weymouth by 2012
              Banking Issues
• Member Feedback
“Banks are inflexible, risk averse and not
  understanding of the marine market.”
• BIS Ministers
• The British Banking Association
      External Relations Team
• Howard Pridding    Executive Director
• Brian Clark        External Relations &
                     Environment Manager
• Chris Ford         Policy Executive
• Claire Westbrook   PA to Executive Director

www.britishmarine.co.uk/what_we_do/govern
            ment_relations.aspx
    PSP Southampton Boat Show
Europe’s Largest On-Water Boat Show




    600 + Exhibitors
    1000 Boats (370 afloat)
    120,000 Visitors
    PSP SIBS Creative Campaign




Real people, real situations, real boaters
      Tullett Prebon London
     International Boat Show




550 Exhibitors
1,000 Boats
140,000 Visitors
32 Marine Industry Associations
    ICOMIA Marinas Committee

• Best Practice
• Harmonised Codes
• International Marina
  Conference
Marketing
                   Research
• Members

• Focus Groups
  – Boaters
  – Lapsed boaters
  – Partners (RYA, BW, etc)
 Conclusions & Recommendations
• To get new people in and starting to enjoy it, tackle big attitude
  barriers around cost, how to succeed, how hard/difficult it is, and
  where you can do it
• Family and friends are the best tool to get people in, if you can get
  boaters to be less secret about their passion
• The things that keep people coming back are also the best drivers,
  if they can be communicated positively: active mental relaxation, a
  privileged view of the world, and passion for your boat
• The cost of running a boat is complained about, but no sign here
  that it is pushing existing boaters out
• Lack of mutual respect between sail and power prevents cross-
  over, with some potential to impact value
STRATEGY
GROW MARKET
THROUGH PARTICIPATION
 PARTICIPATION




                                                             Active boaters
                                                             (approx: 200,000 -
                                                             700, 000 boaters)
                                        WAY OF LIFE
                                 LOVE

                    ACTIVE
                 PARTICIPATION
                       PERSEVERE




                 TRY                                         Inactive boaters
                                                             (approx: 2.2 -2.8m boaters)

                                                      TIME
BMF Marketing Strategy Group
 led development of brand and
strategy working with Dave and
           partners
BRAND ESSENCE




ACTIVE RELAXATION
POSITIONING STATEMENT
People who want an active lifestyle but need serious relaxation
go boating.
Boating is the most relaxing leisure pursuit. It gets you outside
and active in the most dramatic landscapes - where you’ll
enjoy magical times with friends and family.
So escape from the stresses of the everyday and try some
active relaxation - go boating.
BRAND CAMPAIGN
            2010 Key Aims
• Communicate and engage with members and
  industry
• Launch website at TPLBS on stand in Deck
  Games
• PR campaign throughout season April – Sep
• Run test event with follow up
• Establish partner relationships
• Launch new initiatives such as friend get
  friend
• Launched at TPLBS 10

• 2010 events
  – Poole Afloat : 19 & 20 June
  – North Wales Boat Show : 30 July – 1 August
         Further Information
• www.onthewater.co.uk

• Hayley James
  Marketing Manager
  hjames@britishmarine.co.uk

				
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