7. How do you create a tradition?
Thanksgiving – 400 years
“Sail locally. Celebrate globally.”
8. How do you create a tradition?
Christmas – 2000 Years
“Sail locally. Celebrate globally.”
9. How do you create a tradition?
Celebrating Sailing - 14 years
“Sail locally. Celebrate globally.”
10. Uniting behind a brand:
A global partnership of competing banks
“Sail locally. Celebrate globally.”
11. About Summer Sailstice…
The global sailing celebration held annually on the
weekend closest to the summer solstice.
Launched in June 2001 with consistent growth over
13 years.
Summer Sailstice encompasses a worldwide
community of sailors from racers to cruisers,
locally and worldwide.
All 50 states, 40+ countries, 4900 boats
30,000 sailors (on e-list)
100,000 site visits
12. So What and How Do I Use Summer Sailstice?
“Sail locally. Celebrate globally.”
13. You Are Macy’s! (Or McDonalds)
“Sail locally. Celebrate globally.”
14. Sample Summer Sailstice Events
Mark Twain Sailing Club, Missouri
Clipper Cove, San Francisco Bay
Branched Oak YC, Nebraska
Shanghai B & YC
Shanghai, China
Torresen Marine, Muskegon, MI
Deep Creek YC, Long Island, NY
Spring Point YC,
Virginia
Lake Delta YC, Rome NY
15. So What, Specifically, Should I do?
Sell Sailstice ads in your June issue
Run a Summer Sailstice story
Create a Summer Sailstice event on the website
Offer a Summer Sailstice prize (readers or advertisers)
Encourage Participation from:
Dealers
Community Sailing
Yacht Clubs
Class Associations
Organize – local sailing community
Send press release to non-sailing media
Use the tools on the Summer Sailstice Site
Only all of us together can do it.
“Sail locally. Celebrate globally.”
16. Post an event on the Summer Sailstice Site
“Sail locally. Celebrate globally.”
17. Offer a Prize To Summer Sailstice Participants
“Sail locally. Celebrate globally.”
18. Use The Summer Sailstice Tools to Create An Event:
“Sail locally. Celebrate globally.”
20. Sailing Network Support
• Tagging of ads
• Event tie-ins
• Press mentions
• E-letter mentions
• Social media mentions
• In kind donations of prizes
21.
22. 2014 Sailing Objectives
Increase market size / sales
Attract new prospects and customers
Increase customer loyalty & retention
Create barriers to competition (other sports)
Enhance image as desired recreational activity
Generate publicity
23. Summer Sailstice:
An Opportunity for Sailing!
The Solution:
Summer Sailstice invites all sailors to participate and engage, fun
and free!
Summersailstice.com is an established & growing community
Invites participation and promotes multiple niches from
outreach, to education…to racing
Global event with local participation
24. Where will growth come from?
- Johnny Heineken
- Small boats
- Snow boards/skis
- Young employees
- Diversity
- Cool
Only all of us together can do it.
“Sail locally. Celebrate globally.”
25. Sailing Takes Time and Money
People need to want to sail.
(Come on aboard – it’s fun!)
28. Summer Sailstice and You :
GOAL: Unite your diverse readership to get the
“whole world” sailing on the summer solstice –
June 21 & 22, 2014.
29. Benefits of Partnering
Increase awareness by tapping into Summer Sailstice’s
global community of sailors
Generate excitement around an annual event (offline - on
the weekend of SummerSailstice, online - year round)
which deepens your customer relationships
Enhanced brand equity and image (support of global
sailing community and industry)
Publicity: Become newsworthy via participation in a
worldwide event
30. Picture Success – these are your owners sailing, your
readers, your club members – it’s the whole world sailing.
“Sail locally. Celebrate globally.”
31. What’s Next?
Just Do It! Add to calendar, post
to website, contribute prize, etc.
Sponsor – Contact:
john@summersailstice.com
415-412-6961
Editor's Notes
Since 1997:Fishing down 32%Hunting Down 43%Camping Down 12%June is great outdoor month.
It’s hard to grow a business in a declining or stagnant market.A growing market provides: - natural growth- Better advertising results
Not growing – base is not growing for yacht clubs, one-design classes etc. By extension – US Sailing - demographic are not growing - connect w/people cost effectively - hard to reach in a cost effective way/hard to demonstrate in a realistic way. - I’m an aggregator – one event, all niches – any sponsorship is of all of sailing. Equipment intensive - often think promoting sailboats is promoting sailing. US Sailing’s challenges?Sailstice provides one sponsorship to reach all sailing disciplinesparticipation flat or declining despite growing population- sailing extremely diverse – kiteboards to tall ships. - very equipment intensive – bluewater cruising to foiling moths- people think promoting sailboats or racing is promoting sailing- we’re all passionate about our sailing niche but how do we promote all of sailing?- time: we can’t help people organize their lives we can only help increase their desire to sail.
SS and US Sailing – similar goal of uniting all sailorsWe’re both about the same thing – we focus on the fun not the equipment.Spinnaker Sailing website: We believe that sailing is about having fun. It's about spending time with your friends and family doing what you love. RondarRaceBoats USA has created some unique boats designed with all of your needs in mind. Whether you love the challenge of a race, or a leisurely afternoon cruise, our boats will help you maximize your fun without compromising your wallet. Come aboard and see how this quality line of boats can show you a whole new way to sail.
America’s Cup compare to World CupCreate - you are Macy’s, have your parade!MacGregor 26. Melges 24 Summer Sailstice regattaCan’t fix everyone’s personal issues – time and money. We can attempt to make it easier, less time-consuming, less expensive but in the end we need people who are going to love sailing so much – as much as you and I that they want to spend their time and money doing it. They need to want to make sailing a priority – we can only make it fun and desirable. Attract people who want to sail around the world, race, relax, charter but make real time and money commitments. – don’t think we can make the money and time commitment that people might squeeze it into life – they need to want to do it w/their friends and familynot about safety or ease of sailing it’s going to have to be really fun.
