The first figures of the Virtual Nautic finally revealed
After the visit of the 1st edition of Virtual Nautic, digital boat show organized by the Federation of Nautical Industries, the whole industry was waiting for the publication of the official attendance figures to evaluate the reality of the traffic, after having scrutinized the avatar counter throughout the show. With a little delay, linked to the American provider and the time difference according to the organization, they were published this Wednesday, March 17, 2021, 4 days after the closing of the show. Out of the 32,000 people who passed through the Virtual Nautic registration page, 12,117 made the request, but only 5,513 unique visitors (excluding exhibitors) actually logged in during the 2 days of the show. The stated goals were 25,000 to 30,000 visitors. " We are obviously a little disappointed. The problem of registration was a real obstacle "says Alain Pichavant, general manager of the organizer, Nautic Festival.
A communication objective achieved for the nautical sector
If the number of visitors was below the organizers' expectations, the director of Nautic Festival underlines the success of the communication operation. " The pre-season communication objective was successful. The few contacts made at the show were positive and we got people talking about boating, which also brought in prospects. Some charter companies told us that they had calls outside the show that would not have taken place during this period without the event "reports Alain Pichavant.
The Virtual Nautic brings the following communication figures:
- Nearly 200 media passages divided between traditional media (45%) and digital media (55%), representing a volume of + 7 million readers and/or listeners;
- 21 media exchanges for a volume of 1.2 million subscribers;
- A network of 11 influencer profiles who posted 156 publications and whose content was viewed 2.01 million times;
- 2 films made in partnership with the Loopsider agency which have been seen 300,000 times on social networks;
- 1 website design and 10 newsletters of the ADN média, the first online media on the communication, marketing and innovation sectors in France;
- 77 journalists who visited the platform;
- Approximately 400 posts from exhibitors on social networks.
Economic balance achieved
From an economic point of view, the organizers should balance the operation. In view of the number of exhibitors announced at 184, lower than the initial objectives, the preliminary budget of 1Meuros had been strongly revised downwards explains the organization without specifying the final amount. " The economic challenge is met "Alain Pichavant is very pleased.
A future yet to be determined
For its management, which still has to debrief many points, it is still too early to decide on the future of the Virtual Nautic and other subjects are quickly coming on the table. " This virtual experience shows that it is interesting, but it does not meet all the needs. These are not the same customers as at the boat show. There were mostly people for sailboats and small motorboats, less for big ones. There is perhaps a reflection to be had on a hybridisation at the Nautic for example. All this remains to be debriefed "concludes the man who is also the General Commissioner of the Nautic. In the short term, the news is busy. The marketing of the Nautic 2021 should begin in April and on April 15, the decision of the judges concerning the organization of the Cannes Yachting Festival and its potential return within the Nautic Festival is expected.
