DaySailer Marketing

[K.C. Walker]

I think the O’day DaySailer has a serious marketing problem. There was a topic last fall about the shrinking DaySailer Association. My guess is that it will continue to shrink and there's really no way to stop that. I'm not saying I don't love my DaySailer, as I do.

A used DaySailer is a real bargain, no question. It is pretty much what we all own. However, Cape Cod Shipbuilding appears to have the same 2 boats for sale that they had in stock last year.

Let's take a look at 2 boats that are the same size and intended for the same purpose, family day sailing. Similarly equipped these 2 boats are the same price. A new DaySailer with a spinnaker and sails in the upgrade (racing) version would run about $16,000. The Laser Performance Statos all up with sails and spinnaker AND with higher performance parts would run about $16,000.

Take a look at the marketing on each website. Suspend your affection for the DaySailer for a moment and just look at the marketing.
http://na.laserperformance.com/stratos-keel/home
http://www.capecodshipbuilding.com/site/daysailer.htm
or look at their photo of the DaySailer in their photo album http://www.capecodshipbuilding.com/site/photo.htm
which one looks like more fun to you?

There's no question that the DaySailer Association and the racing aspect of the Association helps a lot to promote the DaySailer and it has a long history with a lot of old boats in circulation. However, if I was spending $16,000 on a new boat, I know I'd be shopping around and if I wasn't racing I'd certainly look at the Stratos.

Just some rambling Friday morning thoughts…

KC

[Peterw11]

To this geezer's eyes, it looks as though the two boats are aimed at two different markets, despite the price and size similarities.

The Daysailer appears to be much more practical as an actual day sailer.
Larger cockpit, a certain amount of weather protection for both people (in a pinch) and equipment, but one you could race if you wanted to.
It's more of an all purpose design.

The Stratos looks more single purpose, and performance oriented, and appears to be sold as such.

If I was starting from scratch, and looking for a new boat that suits my type of sailing, I'd still pick the DS over the Stratos.

[jdubes]

Sailing itself has so many factors working against it. Cost for boats maintenace and marina access, mooring, water access you name it. This industry is so challenged right now it's pathetic. Show me another family leisure sport that has this many hurdles.

But to respond to your main point, i think marketing and the stigma with sailing are issues, but more importantly it's what's available in the used marketplace that drives no DS sales at Cape Cod. No matter what version of the used DS that's for sale, they sell for between 1000-4000 max. I myself would be hard pressed to spend 13k a DS. I'd pick a DS over a Laser any day, but the new ones are priced way to high for what the market will accept.

[K.C. Walker]

Hey Peter,

Yes, I think the Daysailer is more practical boat in many ways. And also with geezers eyes I like the lines of the Daysailer. Maybe it should be marketed in AARP. What I'm talking about here is marketing, though. It looks like no new Daysailer's are being sold. So it's an aging fleet with an aging group of sailors.

Though the Daysailer is practical, the Stratos does have many practical features as well. I actually think the cockpit is larger in the Stratos as it has no cutty. True, I'm sure it's a wetter boat and one would need to dress the same way as Thistle sailors do. However, it does have a completely self bailing cockpit. With the keel it's got a lot of initial stability and it's got a very sophisticated flotation system that makes it easy to recover if it is capsized. It's got roller furling and a very easy to reef mainsail. It's got a very easy to launch asymmetrical spinnaker. It's got a very nice mid-boom sheeting system that is simple, it looks like it should be very effective, and not get in the way.

I'm just saying, what kind of marketing is it when what we are all looking for is a good boat for a $1000, give or take. Why would I buy a new one?

KC

[K.C. Walker]

jdubes,

All good points!

KC

[navahoIII]

The cuddy is one of the charming features of the DS.

True that a new one costs way more than a good used one. I wonder why a well-restored, old DS doesn't command a higher price! After all, it is a proven success, spanning more than half a century!

I have to confess (and I bet I'm not alone) that after making the initial purchase of ours for less than $500 (with a damn good , galvanized trailer included), we then went out and poured around $4000 into it. Foolish?

Love the boat, and every time we take her out she is worth every penny spent -- and more!

[seandwyer]

I couldn't agree more KC. If you were about to plunk down 16,000 is this the picture that would seal the deal?
http://www.capecodshipbuilding.com/site ... er_new.htm

I admit, I absolutely love the way that green hull looks, but I am already in love with the boat - no sense bugging me, I'm already in the choir. But to the shopper - the innocent, unbiased eye, these pictures - new stock, marketing, all of them are pretty dismal. In no way am I criticizing CCSB either. They are making the boat, and if the market isn't able to surface even 2 buyers in a year, how in the world could they justify a marketing budget? They can't, which leaves nothing but old dated O'Day material that is never going to inspire a new sailor like that exciting well photographed stuff on the Laser site.

So here's my idea. I believe we must have a relationship with CCSB - so why not approach them about updating the marketing material with some current owner and class supplied photos? Sailing season is just beginning - everyone has a digital camera these days - why not begin requesting photos from sailors showing the many personalities of the Day Sailer? The pragmatic side, the exciting side, the cruising side, the beached camper, the racer, maybe even the 3 guys with a cooler of beer side (you know everyone has that in mind no matter what they say when legitimizing the purchase). Once submitted, let the organization go through and pick the ones that look like they give the Day Sailer it's best foot forward, maybe do the selection in conjunction with CCSB? We as the owners that would not like the class to disappear could effectually do more than the company, because the funds don't exist - but they may very well after a few years of volunteer work. I would be happy to write copy for something like this - update the wording, make it into something more attractive to he prospective new sailer etc. Does this seem like a good idea?

As for the design differences between that Laser and the DS that KC pointed out, I'm sure a lot of updates could be made - but I do not know how those will or won't be hampered by class relevance. I know there are a lot of things people do on their own that are sanctioned but do not come with used or new boats. One thing that would really be attractive I think is easier reefing, roller furling for the jib, and maybe a redesigned spinnaker - but now I'm talking about things I know nothing about. Another thing I think would really appeal, because there just doesn't seem to be any of it out there anymore (from other companies), is a return to some of the bright work. Guys with DS1's are in love with their wood, and it really makes the DS stand out when it still has this in place. I can't imagine that it would add substantially to the cost. One of the problems with price is probably that the outlay for making 2 boats that sell over several years is tremendous compared to a company making many boats and selling them reliably every year. If we can change the marketing, we might be able to impact sales, which could possibly help with costs.

[K.C. Walker]

Sean,

Yep, those 2 pictures of new old stock don't exactly jump off the screen and scream take me home. The laser sight obviously has a lot of exciting marketing going on.

So, I like your ideas about volunteer marketing for the Association. After all, the Association owns the molds and Cape Cod Shipbuilding is our builder. It's unlikely they are happy about building our boats if they can't sell them.

I think this website and an active forum is probably pretty good marketing to help keep the Association alive. Rather than use the DaySailer Quarterly with its very poor print quality as the medium for showing off what is fun about owning a DaySailer, I think it would make much more sense to put nice color photos up on the Association website. So, I really like your ideas in this regard. You're right, everybody has a digital camera now, but I think you are also right in that it would be a good idea to have a "photo editor" to pick some of the best.

KC

[K.C. Walker]

novahoIII,

I've also wondered why a well restored DaySailer isn't worth more. I suppose it's supply and demand. Would marketing help prop up the value of restored boats? Possibly. A well taken care of old Albacore seems to be worth $5000.

I too bought a pretty nice boat with a nice trailer for $1000 and proceeded to pour time and money into it at an unreasonable rate. Everyone knows the saying about the hole in the water surrounded by fiberglass into which to throw time and money.

KC

[Curry]

It's funny,

I was recently lookng at the Buccaneer 18 Assocaition website and they have a really nice marketing video on the home page. It looks like Nickels Boats works very closely with the class association on marketing. Good videos and pictures can make a you excited about a boat.

http://www.buccaneer18.org/home.php

[K.C. Walker]

Curry,

Yes, there you go, a little excitement and good marketing. Have you ever gone to YouTube and tried to find a DaySailer video? Gag me with a spoon they're awful.

Where I stayed in Key Largo last January, I was a couple of doors down from the yacht club that was sponsoring the Buccaneer Winter Regatta (Some Pirate Theme) and they were having a really good time. I kayaked down after one of the races and talked to some of the sailors and they seemed like a great bunch. They also love their boats and they are really fast. Also tippy!

KC

[seandwyer]

Yep - a video goes a long way. Think about some of those pictures you see from national regatta's and other large ones - put that to video and you'd really have something. How about we get a camera crew down there for the TX200 coming up soon

But seriously, if enough people submitted photos we would be sure to come up with enough professional looking shots for a redesigned DS section on the Cape Cod site (if they are willing to talk) as well as maybe doing something like they have done on the Buccaneer site with our own website. Am I beginning to sound like I own the place? Sorry if I do. Just suggestions. I liked the video (music was a little domineering, cheesy and loud) but what I liked was how you could hear the water, people shouting and sails slapping in the wind just beneath the level of the music. One thing about organizations as large as this - I bet there are people that own DS's that are well versed in video, photography, web design etc. I'm just saying...

KC - yea, I have spent untold hours trying to find a descent video of a DS on You Tube. I've given up.

[persephone]

I've often wondered what is happening to our class since buying my daysailer two years ago.

Personally I think one of the biggest problems is the ambiguity created by the name. Of course we know that a Day Sailer is a specific boat and a day sailer is a type. Problem is too many others don't (as evidenced by the number of 'what kind of boat' or 'where can I get parts for my boxboat 17' questions we get in this forum).
I think the design is dated from a racing standpoint. Newer racers are lighter, carry more modern sail plans etc...
For a cruiser either you are looking for a boat on a budget or if you have more to spend you might end up with something larger. I think the Daysailer fits a niche market.
If you look at the other older designs that garner loyalty and longevity they are ones that are heavily raced (lightnings, lasers, etc...).
Perhaps we could use some marketing support from ccsb, but they could probably use some more support from us. I can't be sure, but I don't think I saw any ccsb boats at the 2009 NACR. If nobody buys a DS from them they aren't going to do much to support them. That said I sure don't have the 16K to spend on a new boat. I wish I did. The construction of their boats looks superb and I bet they sail great.
As to the value of a used boat versus the money we put in to them. I restore old cars (my occupation) and we always say that it costs much less to buy one already done that to do it yourself. The upside for those of us who buy older boats, we do most of the work ourselves. Essentially we are setting the value of our time at zero. If you sent an old boat to ccsb to redo it would cost thousands more than what we spend in materials. Look at the flying scot and the refurbished boats you can buy from them. Typical cost is 6K and up.
Bottom line, we need to get more people interested in the Day Sailer, both on the fleet level and at the Association level. That might mean changing the specs to make the boat more interesting to non current owners who want a good racing boat.

Generally speaking I think interest in sailing is either steady or declining. On top of that the market is flooded with many choices in boats. Younger folks coming in are looking for something radical that offers an exhilarating ride and I don't know what cruisers look for, but it apparently isn't a new Day Sailer.

[seandwyer]

KC - I bet those boats are fast - at 18' they weigh less than a DS, with a sail plan of 175 square. Sounds brisk!

And - they go for 12,844.00 rigged for racing, less sails. Equipment list sounds nice.

[jdubes]

The one thing i'd like to see more of that might increase DS participation is to have more summer events / get togethers. For instance, that Florida 120 looked like a blast. What about something specific to the DS where we expose it's sailing performance and it's flexibility to go beyond the day with a tent on the beach.

I've often thought about having an event near CCSB. It's nicely situated on the water, a real nice area for a DS event. Almost like an open house for CCSB.