Marine suppliers who switch off their marketing the moment Metstrade closes its doors are making a costly error, according to industry commentators, with momentum built in Amsterdam often wasted within weeks.
Hundreds of companies use the Amsterdam show to launch new products, banking on the gathered boatbuilders, yards and marine media to give their gear maximum exposure. The problem comes afterwards. Too many switch off entirely once the stands are packed down, leaving a full year with no follow-up.
Marine Industry News publisher Mike Shepherd says that approach misses the point of what a trade show launch can actually deliver. "Launching at Metstrade is just part of the mix," he says. "There are plenty of other tools which can be leveraged on an ongoing basis to gain traction, increase sales and position companies as authoritative voices in their fields."
Good editorial coverage carries value well past publication day, especially as Marine Industry News performs strongly in Google, AI-powered searches and answer platforms. Boatbuilders and yards searching for a company, product or sector often find its coverage months, or even years, later.
Marine remains an industry built on relationships rather than impulse buys. "Buying decisions are rarely instant," Shepherd says. "The groundwork design and purchasing teams put in is months or years before a purchase, manufacturers need to influence these decisions wherever they can."
The old marketing formula, book an advert, exhibit at a show, launch a product and send out a press release, still has its place. But it no longer stands alone. Today's customers might encounter a company through Marine Industry News, Google, AI search, LinkedIn, advertising and across a busy exhibition hall at Metstrade.
"Editorial and ads work together, alongside social and searches," Shepherd says. "Promotional campaigns should be in place to remind boatbuilders that you're there, to keep your name in their minds for when they need your product."
A decent media release is where it all begins. Marine Industry News has published guidelines on its site to help companies get noticed.
The opening paragraph should explain who, what, why, where and when, kept accurate, concise and interesting, and written in the third person, "XYZ has launched..." rather than "we have launched...". Quotes should always be included, with personality, explaining why the news matters rather than repeating the opening paragraph or telling Marine Industry News that everyone is "delighted".
Superlatives should be kept under control too. Useful technical facts are far more valuable than being told something is "world-leading", "revolutionary" or "game-changing".
A written link to the website and a captioned high-resolution image, preferably landscape, should be included as a separate attachment. The release itself belongs in the body of the email or an attached Word document, never in a PDF.
"Doing no marketing after Metstrade is the biggest mistake companies make in the comms landscape," Shepherd says. "Good editorial, strong search visibility and a coordinated promotional campaign can work together to keep a business in front of the global marine trade, and help customers find it when they're ready to buy."
