{"id":1545,"date":"2025-10-07T15:04:36","date_gmt":"2025-10-07T13:04:36","guid":{"rendered":"https:\/\/lliquida.com\/comunicazione-nautica-segmentata\/"},"modified":"2025-10-21T11:05:50","modified_gmt":"2025-10-21T09:05:50","slug":"boating-segmented-communication","status":"publish","type":"post","link":"https:\/\/lliquida.com\/en\/boating-segmented-communication\/","title":{"rendered":"Communicating Boating Beyond Over-50s: the Three Key Segments You Can\u2019t Ignore"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In our <a href=\"https:\/\/lliquida.com\/en\/italian-boaters-profile-2025\/\">previous article<\/a> we highlighted how <strong>80% of Italian boat owners are over 50<\/strong>, a figure confirmed by the <a href=\"https:\/\/www.confindustrianautica.net\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Osservatorio Nautico Nazionale<\/a> and by global trends from the <a href=\"https:\/\/www.nmma.org\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">NMMA<\/a>. The data is clear: the boating industry risks aging together with its clients, unless it develops new ways to engage those who are currently left off the radar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To avoid being anchored to a shrinking market, boatbuilders, dealers, and operators need to <strong>communicate differently<\/strong> and expand towards those who can represent the future: <strong>young people, women, and Southern Italy<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a practical guide: three segments, three tailored communication strategies.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1-under-40-experience-before-ownership\">1. Under-40: experience before ownership<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What holds them back:<\/strong> boating is still perceived as expensive, complicated, and \u201csomething for older people.\u201d Maintenance, berths, insurance, paperwork \u2014 it all looks like a burden.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to communicate:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pricing by experience<\/strong>: instead of \u201cthis boat costs \u20ac150,000,\u201d frame it as \u201cfor \u20ac600\/month you can enjoy 8 weekends at sea.\u201d<\/li>\n\n\n\n<li><strong>Experiential storytelling<\/strong>: don\u2019t show the boat, show the lifestyle \u2014 friends, sport, sunset aperitifs at anchor. This is exactly the strategy behind <a href=\"https:\/\/www.axopar.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Axopar<\/a>, which sold thousands of boats in less than 12 years.<\/li>\n\n\n\n<li><strong>Channels and language<\/strong>: Instagram, TikTok, YouTube Shorts. Short, visual, accessible.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sample claim:<\/strong> <em>\u201cYour boat when you need it, no strings attached.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 Internal link: See our article <a href=\"https:\/\/lliquida.com\/en\/nautical-customer-funnel-2025\/\">The New Funnel of the Boating Customer<\/a>, where we explain why today\u2019s decision-making processes are slower but more deliberate.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"2-women-safety-simplicity-and-community\">2. Women: safety, simplicity, and community<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What holds them back:<\/strong> the industry still often communicates with a male-oriented tone, falling into stereotypes (\u201che drives, she sunbathes\u201d). There is also the technical concern of mooring and maneuvering \u2014 an issue for both genders, but more heavily stigmatized towards women.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to communicate:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Safety &amp; simplicity<\/strong>: joystick maneuvering, docking assist systems, dedicated courses.<\/li>\n\n\n\n<li><strong>Community<\/strong>: \u201cladies clinics\u201d in marinas, women skipper ambassadors, leadership stories.<\/li>\n\n\n\n<li><strong>Inclusive visuals<\/strong>: images with women at the helm, not in the background.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sample claim:<\/strong> <em>\u201cConfident at the helm, central to your experience.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 External reference: see the initiative <a href=\"https:\/\/www.nmma.org\/press\/article\/24031\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Women in Boating<\/a>, part of the NMMA campaign in the US to increase female participation in boating.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"3-southern-italy-young-owners-and-untapped-potential\">3. Southern Italy: young owners and untapped potential<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What defines it:<\/strong> the South already represents <strong>25% of Italian boat owners<\/strong> and is the <strong>top region for young owners<\/strong>. The potential is enormous, but still undervalued, partly due to underdeveloped infrastructures. Solutions could include low-impact models such as <a href=\"https:\/\/www.europeanboatingindustry.eu\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">green harbors<\/a> or \u201cdry marinas,\u201d perfect for small boating.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to communicate:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Strong localization<\/strong>: campaigns featuring Southern ports and marinas, not just the \u201cusual suspects\u201d of Northern boating hubs.<\/li>\n\n\n\n<li><strong>Start Boating packages<\/strong>: turnkey weekends, light charter or club formulas.<\/li>\n\n\n\n<li><strong>Local identity and pride<\/strong>: storytelling tied to sea, family, and Mediterranean conviviality.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sample claim:<\/strong> <em>\u201cThe sea close to home, boating as a family experience.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 Internal link: see our upcoming <a href=\"https:\/\/lliquida.com\/en\/\">Guide to Marketing Local Events<\/a>, where we\u2019ll explain why even small demo days or clinics in Southern marinas can make the difference.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Under-40 = experience + flexibility<\/strong><\/li>\n\n\n\n<li><strong>Women = safety + inclusivity<\/strong><\/li>\n\n\n\n<li><strong>Southern Italy = localization + community<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Three different audiences, one common goal: to expand the boating customer base and make boating more accessible and inclusive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If our article on <a href=\"https:\/\/lliquida.com\/en\/italian-boaters-profile-2025\/\">Over-50s<\/a> showed the risk of inaction, this one points to the solution: <strong>segment your communication, make it targeted, make it contemporary.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At <strong>LLiquida<\/strong>, we help shipyards and operators build strategies that speak to new audiences without losing authority with established clients.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our previous article we highlighted how 80% of Italian boat owners are over 50, a figure confirmed by the Osservatorio Nautico Nazionale and by global trends from the NMMA. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1543,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[494,493,490,176,171,492,491],"class_list":["post-1545","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-boating-customers","tag-boating-marketing","tag-clienti-nautici-en","tag-communication","tag-comunicazione-en","tag-segmentation","tag-segmentazione-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Segmented communication in boating: 3 strategies to grow your customer base - LLiquida<\/title>\n<meta name=\"description\" content=\"Under-40, women and Southern Italy: three key segments boating can\u2019t ignore. 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