In-Person and Virtual Events Bring Sales Success for Land ‘N’ Sea

In 2020, Land ‘N’ Sea (LNS), a division of Mercury Marine and Brunswick Corporation, introduced its “Buy with Confidence” virtual program during the height of the COVID-19 pandemic, hosting its shows including the annual Kellogg/Land ‘N’ Sea show virtually and reporting a 40% increase in sales compared with their in-person shows in 2019.

This year, LNS returned to an in-person event at the Mohegan Sun Expo Center in Connecticut while retaining a digital experience for their other shows and reported an additional 30% increase in sales over last year’s record show season. Additionally, in-person attendance increased close to 20% compared with the last physical show in Connecticut in 2019. LNS also hosted two additional shows virtually this year.

The success of both the 2020 and 2021 events indicates excitement and a strong appreciation among attendees for hybrid show formats as a potential long-term solution for the LNS distribution shows. “Our successful virtual experience format combined with an in-person show this year was delivered flawlessly by our incredibly talented team. Our hybrid solutions have enabled our dealers to engage with our leadership team and recognize our commitment to them,” said Mike Conners, President, Land ‘N’ Sea. “We have worked together with our customers to navigate supply chain and COVID headwinds and it has paid off as our dealers continue to stock up on product ahead of what looks to be a very strong 2022 for the marine industry. Going forward, we will focus on both physical and virtual shows to maximize the opportunity to engage with our customers who prefer in-person shows and those who prefer to engage with us virtually.”