Viewing the Maritime Fair Through a Product and Marketing Lens

Hello theBClog readers, I’m Hande. I have been working as a Product Specialist in the Customer Support Sales and Marketing department at Borusan Cat for about eight months. For a long time, I experienced industry events purely from a sales perspective. In this article, however, I want to share my observations from a recent event that turned into a very different experience for me.

In early December 2025, I attended the 7th International Yachting Sector Summit and Gathering, of which we were the main sponsor. It wasn’t my first maritime fair; I was already familiar with the corridors, booths, products, and visitors. But this time, the event felt different. I was no longer looking at the fair as a Sales Consultant, but rather through the lens of a product and marketing professional. Even though the environment was the same, the things that caught my attention and stayed in my mind were entirely different.

Back in my sales role, an effective and productive fair was measured by the number of customer interactions, the companies we connected with, the technologies we discovered, and how many of those contacts turned into concrete opportunities. At this fair, however, my mind was occupied with different questions:

What message are we conveying?

What stays in the minds of the visitors?

Are we truly reaching the right target audience?

What attracts the most attention, and what can we do differently?

Over time, I began to see this more clearly: Customers aren’t actually curious about the product itself; they want to know the difference that product will make in their lives. They want to understand how the service provided will make their work easier and what kind of value it adds. Every conversation initiated at a fair is not merely a potential business opportunity; it also serves as invaluable feedback about our products and services.

Explaining the Product or Explaining the Value?

With my new role, I had the opportunity to carefully observe how different brands position and present their products. Some highlight technical specifications, some focus on user experience, and others integrate the product into a compelling story. In the maritime sector, trust, durability, and continuity are often at the heart of these stories.

This is where the true power of product marketing becomes evident. No matter how good a product or service is, it can go unnoticed if it isn't communicated to the right audience through the right channels. Yet, when conveyed to the right people using the correct methods, even the most complex technical details become simple, understandable, and memorable.

Brand Perception is Shaped in the First 30 Seconds

Another thing that struck me at the fair was how quickly brand perception is formed. Booth design, the language used, the messages conveyed, and the interaction with visitors... All of these shape the initial impression of a brand in a matter of seconds. Whether traditional or innovative, the presentation style gives visitors strong cues not only about the product but also about the brand's overarching vision.

In the past, whenever I saw a crowded booth, I would immediately associate it with success. This time, I asked myself: "What is drawing this crowd here?" Often, the answer wasn't the product itself, but the power of marketing and communication—especially hidden within cost-effective yet impactful strategies.

Lessons on Product Strategy from the Fair

Another element that caught my attention was how similar products could be positioned in multiple ways. The exact same product could be presented with different narratives to appeal to various target audiences. This made me realize that there are still many untapped areas in the market waiting to be evaluated.

Moreover, presenting the same product to different segments within the maritime industry has its own unique dynamics. At this point, I realized once again that truly knowing the customer is the fundamental key to achieving effective and successful results.

Key Takeaways

For me, the most significant takeaway from this fair was the opportunity to develop a new perspective by keeping my curiosity alive. I returned with actionable notes on how we can communicate our products and services more effectively. I witnessed once again how critical strong collaboration and open communication are among the marketing, product, and sales teams.

The market, customer, and product knowledge I acquired during my years in sales provides me with a significant advantage today. Now, I approach fairs and industry events not just with a sales focus, but from a perspective of long-term, strategic, and sustainable value creation.

The same fair can transform into a completely different experience when viewed through a new role and a fresh perspective.

Hande Orhan Erinanc

Hande, who holds a Bachelor's degree in Metallurgical Materials Engineering, has been part of the Borusan Cat family for 15 years, working as a Product Specialist in the Customer Support Sales and Marketing department.
Hande enjoys discovering new places with her family and loved ones, spending time in nature, and has recently taken up yoga. She describes herself as curious, energetic, and endlessly enthusiastic.