...they have YOU! Ambassador
Bob is exactly right. Hobie's real marketing Dept is the local satisfied Hobie users. Looking at an ad in one thing but seeing a Mirage Drive in action and trying one out is what gets someone's attention. Experiencing what your money actually buys eliminates a huge leap of faith that ads simply can't reach. Additionally, there are many kayak users and fishermen who don't read the magazines, see the ads or go to the shows.
Many of us let others try our boats for an impromptu "demo". The resulting look of surprise and delight is priceless, and often we see them back in their new Hobie kayak! Dealers who do well around here are almost always actively involved in community kayaking/fishing events. Hobie offers their dealers special incentives to purchase and make available designated "demonstration" boats. It's up to the individual dealers to take advantage of it.
Some areas are further ahead on the learning curve than others so you can still see large pockets of the country where the Mirage Drive hasn't caught on yet. No doubt, it will in time. I think the same thing is happening in other countries and regions as well.