STATE OF THE INDUSTRY. Presented to Wisconsin Marine Association

Transcription

1 STATE OF THE INDUSTRY Presented to Wisconsin Marine Association

2 RECREATIONAL BOATING 95% of boats sold in the U.S. are made in the U.S. 97% of U.S boat manufacturers are family owned and operated small businesses. Source: USITC, SSI, RMRC 2

3 BOATING S ECONOMIC IMPACT $121.5 Billion annual Economic Impact ($37.5 Billion in direct sales) Sustains 34,833 businesses Employs 472,593 direct jobs Source: Infogroup, RMRC 3

4 Wisconsin # of Boats 613,516 # of Jobs 18,211 # of Businesses 798 Economic Impact $4.8 Billion

5 State of the IndustryES BOATING NEED TO GROW? Consumer Confidence Housing Growth Consumer Spending Job Creation Healthy Economy 5

6 Percent Change from Preceding Period REAL GDP REAL GDP 5% 4% 3% Forecasts 2% 1.4% 1% 0% % -2% Source: BEA, Philadelphia Fed

7 Real GDP, Percent Change from Preceding Period 1Q-00 4Q-00 3Q-01 2Q-02 1Q-03 4Q-03 3Q-04 2Q-05 1Q-06 4Q-06 3Q-07 2Q-08 1Q-09 4Q-09 3Q-10 2Q-11 1Q-12 4Q-12 3Q-13 2Q-14 1Q-15 4Q-15 Retail Boat Sales, R12M YOY Change GDP V. BOAT SALES 9% 7% 5% 3% 1% 15% 10% 5% 0% -5% -1% -3% 4Q-15, 0.7% -10% -15% -5% GDP Boats -20% -7% -25% -9% -30% Source: BEA, SSI 7

8 R12M Traditional Powerboat Wholesale Shipments Thousands Consumer Confidence R12M Average U.S. CONSUMER CONFIDENCE V. BOAT SHIPMENTS Boat Shipments - Consumer Confidence 20 0 Source: NMMA, The Conference Board 8

9 (Thousands of Employees) MONTHLY CHANGES IN EMPLOYMENT Nonfarm Payrolls Manufacturing Feb - 13 May Aug Nov Feb - 14 May Aug Nov Feb - 15 May Sept Dec Source: BLS 9

10 11/1/2001 5/1/ /1/2002 5/1/ /1/2003 5/1/ /1/2004 5/1/ /1/2005 5/1/ /1/2006 5/1/ /1/2007 5/1/ /1/2008 5/1/ /1/2009 5/1/ /1/2010 5/1/ /1/2011 5/1/ /1/2012 5/1/ /1/2013 5/1/ /1/2014 5/1/ /1/2015 U.S. HOUSING STARTS V. BOAT SALES 2, , , , Housing Starts, SAAR R12M Retail Powerboat Sales Source: U.S. Census Bureau, SSI 10

11 R12M Retail Sales YOY Change RV V. BOAT SALES 30% 20% 10% 0% -10% -20% -30% Traditional Powerboats RVs -40% 1999 Q Q Q Q Q Q Q Q Q Q Q Q Q Q3 Source: SSI 11

12 R12M Retail Sales YOY Change LIGHT VEHICLE V. BOAT SALES 30% 20% 10% 0% -10% -20% -30% Traditional Powerboats Light Vehicles -40% Source: Autodata Corp., SSI 12

13 R12M Retail Sales YOY Change MOTORCYCLE V. BOAT SALES 30% 20% 10% 0% -10% -20% -30% -40% Traditional Powerboats Motorcycles -50% 2001 Q Q Q Q Q Q Q Q Q Q Q Q3 Source: MIC, SSI 13

14 2014 BOATING EXPENDITURES IN BILLIONS OF DOLLARS [CATEGORY NAME], [VALUE] [CATEGORY NAME], [VALUE] Aftermarket Accessory Sales, $5.6 New Outboard Engine Sales, $2.5 [CATEGORY NAME], [VALUE] [CATEGORY NAME], [VALUE] Source: NMMA 14

15 2014 REGISTRATIONS BY BOAT TYPE (MILLIONS) Inboard Boats, 1.2 Sterndrive Boats, 1.4 Outboard Boats, 7.3 PWCs, 1.0 Other, 0.7 Sailboats, 0.3 Source: USCG 15

16 OUTBOARD ENGINE RETAIL UNIT SALES YOY Change % % % -17.6% % -0.2% % 8.2% % % Source: NMMA 16

17 2014 POWERBOAT REGISTRATIONS BY SIZE Under 26' 95% 26' and larger 5% Source: USCG 17

18 1% 2014 Powerboat Registrations 40' and larger 1% Source: USCG 18

19 USD (Billions) U.S. RETAIL SPENDING ON BOATING $37.6 $37.5 $34.2 $33.8 $35.6 $35.7 $36B $35.4 $32.0 $32.3 $32.6 $33.3 $30.2 $29.6 $30.5 $29.1 $ Source: NMMA 19

20 Units (Thousands) POWERBOAT, PWC, AND SAILBOAT RETAIL UNIT SALES * * Projected Estimates source: NMMA, SSI, MIC 20

21 BOUNCEBACK 2014 Retail Sales as Percentage of Pre-recession Sales 0% 20% 40% 60% 80% 100% Pontoon Aluminum Outboard 26'+ Aluminum Outboard <26' Fiberglass Outboard <26' PWC Jet Boat Ski Boat Fiberglass Outboard 26'+ Sterndrive Cruisers Bass Boat Deck Boat Inboard 26'+ Inboard <26' source: SSI

22 11/15 YTD YOY Change - Bellwehter Retail Sales GROWTH IN % 15.3% 5.2% 6.6% 9.3% 11.2% 8.2% -6.4% -6.6% -22.2% source: SSI 22

23 Thousands POWERBOAT, PWC, AND SAILBOAT SALES NEW VERSUS PRE-OWNED Preowned New Source: SSI, Info-Link 23

24 BOAT OWNERSHIP IN 2014 Boat Owners U.S. Population 3.4% 5.3% 5.4% 3.0% 14.5% 4.8% 11.8% 5.1% 82.9% 63.8% African-American Caucasian Other Asian Hispanic Source: Foresight Research, U.S. Census Bureau

25 Percentage of All Buyers Industry is facing some headwinds 16% 14% Boat Owner Age Distribution % 10% 8% 6% 4% 2% 0% < Age Range Source: Info-Link

26 Percentage of All Buyers Boat Owner Age Is Increasing 16% 14% 12% 10% 8% 6% 4% 2% 0% Boat Owner Age Distribution < Age Range Source: Info-Link

27 Percentage of All Buyers Future Boaters? 16% 14% 12% Boat Owner Age Distribution vs Owners 2013 Owners 10% 8% 6% 4% 2% 0% Source: Info-Link < Age Range

28 RISING STUDENT DEBT Source: NY Fed Consumer Credit Panel/Equifax 28

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30 The purpose of Discover Boating is an industry-wide effort to promote the boating lifestyle and improve the boating experience to increase participation and ultimately sales of marine products and services.

31 Our mission is to inspire and excite, share knowledge and motivate people to spend time on the water.

32 WE SELL THE ING 32

33 THE CAMPAIGN 33

34 Our Stories of Discovery videos were viewed over 30 million times. A 335% increase over 2014 and 44% increase over goal.

35 But it s not just the views that matter: it s the message, too. 90% Of Social Anchors said the work made them think boating s benefits are worth its costs. 88% Of Social Anchors said the work made them feel better about the boating lifestyle. Our message positively influenced peoples perceptions of boat ownership. 93% Social Anchors who said our videos made them feel more positive about boat ownership.

36 THEIR STORIES 36 31

37 ASHLEY RAE

38 WE WILL DELIVER OUR STORIES VIA 10,000 WEBSITES Sites like:

39 SOCIAL MEDIA

40 FACEBOOK 40

41 TWITTER 41

42 INSTAGRAM 42

43 PUBLIC RELATIONS

44 2,442 Stories

45 Jake Owen Discover Boating Ambassador J

46 DISCOVERBOATING.COM DISCOVERBOATING.CA FR.DISCOVERBOATING.CA

47 Record Year for Discover Boating Websites 5.3 Million Visits Up 51% 8.4 Million Pages Up 17%

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49 We are educating and providing resources to boaters. Top Pages: Boat selector tool (12.6% of visits) Stories of Discovery Videos (9.6% of visits) Loan calculator (9.2% of visits) Boat brands (5.6% of visits) Audience trends: Visits from year-olds increased by 48% Visits from year-olds increased by 26% Visits from year-olds still represent largest segment (FY15 versus FY14)

50 75% of Discover Boating web traffic is comprised of new site visitors 21% of Discover Boating website visitors choose to click thru to connect directly to stakeholder websites

51 Reach new audiences who are not yet boaters, and inspire them to explore the boating lifestyle Create and leverage key content like the Get On the Water section of our website

52 EVOLUTION OF A LEAD The Discover Boating Lead System

53 Discover Boating LEAD Path Consumers Manufacturers visits visit passes retrieve manufacturer local lead DBLS 8. Integrated Consumers Manufacturers Dealer Consumer notifies reaches opts marketing visit visits contacts manufacturers retrieve into Boat out DBLS campaign to Selector consumer leads invite for & from site dealership leads directly consumer to search from to dealer DBLS shop locator manufacturers dealers to drives DBLS Tool dealership to dealership nurture or consumers of request them their & new a dealers BGTB to leads contacting them DiscoverBoating.com

54 Discover Boating REFERRAL Path

55 Discover Boating in 2016 Discover Boating is our best resource bringing in new consumers Refining metrics so they are more meaningful to stakeholders Consumers are choosing web referral path over lead path 250 to 1 Further analysis to be done on the value of a web referral Research to understand gateways to boat ownership Research to optimize our approach to consumers life stages emphasis on getting consumers into boating

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57 VIDEO VAULT: EDUCATIONAL HOW-TO S

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