SCIBS 2025 Review – From Behind the Lens and Inside the Strategy Room
Sanctuary Cove International Boat Show isn’t just one of the most prestigious marine events in the Southern Hemisphere—it’s a goldmine of opportunity for brands that know how to show up, capture attention, and convert interest into sales. This year, I was fortunate to experience SCIBS from multiple angles: behind the camera delivering three curated image galleries and multiple video assets, and behind the scenes coaching a number of clients on how to truly capitalise on boat show momentum.
Visual Storytelling That Sells
This year’s visual content strategy was about more than showing boats—it was about showing lifestyle. Across my three galleries, we focused on context: families stepping onto luxury vessels, real-time product demonstrations, candid interactions between brand reps and potential buyers, and of course, the atmosphere that makes SCIBS unforgettable. These assets weren’t just aesthetic—they were strategic. Clients are already using them in follow-up emails, remarketing campaigns, and future sales collateral.
Pre-Show Coaching: Buyer Psychology First
A key part of my SCIBS work happens well before the gates open. I coached several clients in the lead-up, helping them refine their approach to:
Understanding their ideal buyer’s decision journey
Aligning on-booth staff to speak directly to buyer pain points and motivations
Structuring follow-up workflows to nurture interest post-show
Post-Show is Where the Magic Happens
While many exhibitors pack down and move on, the smart ones lean into post-show nurturing. My advice to clients this year included:
Segmenting leads by temperature (hot, warm, cold)
Creating immediate follow-up sequences using video content captured on-site
Leveraging remarketing ads with real show footage and social proof
Holding mini VIP events or test drive days to maintain momentum
What Worked Well
Real-world imagery in context converted better than traditional glossy boat images
Video walk-throughs and candid highlights increased dwell time on websites and social media
Pre-coached teams reported stronger lead quality and more purposeful conversations
What Needs Refining
Some brands still defaulted to ‘set and forget’ follow-ups—emailing once and not nurturing
A few booths lacked clarity in signage or call-to-action, missing the chance to convert foot traffic
More emphasis is needed on training booth staff to recognise buying signals and ask better qualifying questions
Final Thoughts
SCIBS is more than a showcase—it’s a strategic launchpad. But success doesn’t come from just showing up with a boat and a smile. It comes from knowing your buyer, planning the right content, and having a sales workflow that doesn’t stop when the event does. I’m proud of the content we captured and the strategies we implemented—and even prouder of the businesses that walked away with not just leads, but momentum.
