On deck

A behind the scenes collection of news, thoughts and articles from our journal.

AM37 sales collateral

The Superyacht Agency has been working with Quintessence Yachts and Aston Martin to develop sales and marketing collateral for the stunning AM37 powerboat.

We recently prepared a brochure to support the boat’s US launch at the Miami Boat Show. An impressive Owner’s coffee table book will come next.

 

 

Working with BondTM on 10 Years of Success

We’ve been working with BondTM to help mark their 10 years in business. When Will Faimatea started Bond in 2006, it created an entirely new sector and was the first to offer yachts consultancy services focussed specifically on AV, IT and communications – increasingly key aspects of the ownership experience. Having worked on three of the world’s largest yachts (Azzam, Eclipse and Dilbar) Bond has developed strong relationships with many of the industry’s leading figures.

‘Experience the Difference’

Working with Will and his senior team, we developed the concept and language ‘Experience the Difference’ as a core message for the campaign. To support the idea that Bond’s experience is what makes the difference, we researched, planned and launched a thought-leadership campaign that helps reinforce Bond’s market position and clearly differentiates them from potential competitors. The first in a series of conversations with influential superyacht thought leaders is owner, Mr. Joe Lewis.

Animating 10 Years of Success

We designed and developed a short animated film to tell the story of Bond’s 10 years and designed logo assets to support the message.

You can read the first interview that we delivered for the campaign on BondTM.com.  You can also subscribe to updates to be the first to read the very latest interviews.

Join us to try out the VR revolution at the London Yacht, Jet and Prestige Car Show

Come and experience the VR revolution! Next Wednesday, 4 May at the London Yacht, Jet and Prestige Car Show, with our sisters from Superyacht Events and our friends at Ogilvy Labs, we’re offering a hands-on session with the latest in virtual reality technology. Try on the Oculus Rift and other 3D visualisation options with technical and design files to see how this emerging technology might play a part in your next event and marketing campaign. We’ll be there to catch you! Come and join us for a friendly drink on the first evening of the show and check out how these tools are offering new ways to engage your market. See you there!

RSVP to Don, at The Superyacht Agency

10 takeaways from Make Your Mark
The international superyacht marketing forum 2016

100 communications professionals from the superyacht, luxury and digital worlds gathered in London on 9 February to workshop the latest trends in effective marketing strategies. Here are 10 key takeaways that will help you run a more effective, focused and results-driven business in 2016.

1

The way consumers and brands communicate has changed. No longer is it; this is our brand, our colour scheme, our logo. Rather it is: hello you, what do you need? This brand is for you. Today, people want more than just a product; they want a relationship with the brand behind the material product. And this is as true in the superyacht market as it is in the supermarket.

2

Digital really can’t be an after thought any longer; successful brands find ways to put digital at the centre of their business and develop a brand strategy that combine business, technology and creativity. This might sound overwhelming, but things like WordPress, Google Analytics and Hootsuite are user friendly and provide easy wins.

3

Effective branding has a direct impact on a company’s bottom line. Superyacht sector marketing teams need to ensure senior management buy-in early to brand and marketing initiatives to avoid wasted time and money.

4

Just like running any business – or indeed any yacht – social media should not be run without a clear strategy and objectives. With these in place, you can build effective campaigns that provide measurable and insightful results.

5

Superyacht marketers are often constrained by confidentiality and NDAs. But trends in luxury marketing provide interesting new ways to overcome this challenge. Focus on creating and enabling stories that showcase your company’s personality and values, rather than just the products or services themselves. There are genuinely interesting stories at the heart of each and every brand.

6

In fashion, jewellery, private jets and luxury holidays, highly expensive and option-laden products and services are being served up and sold online. Successful disruptors are the ones who overcome cynicism and figure out how to align their service with the speed of a mobile phone. You can’t yet press “Buy Now” to charter or commission a new build, but it’s only a matter of time.

7

Undertaking research into your clients and customers to uncover authentic insights into their habits, behaviours and needs is essential. Use the findings to ensure the effectiveness of your marketing and the positioning of your brand.

8

Look at where the friction lies in your customer’s journey and work out how to eliminate it. Some of the fastest growing businesses in the world, like Uber and Amazon, are perfect examples.

9

We hope it doesn’t happen to you, but if your brand ends up in the midst of a social media firestorm, act quickly and be transparent. Apologise if something went wrong and quell the flames before long-term brand damage sets in.

10

Your company’s brand is more than just your logo: It’s how logo, typeface and colour palate work together with the words and images you use to tell a story about what you offer. Branding is about creating feelings, memories and reputations that last and deliver new and repeat clients to your business..

For more from the day’s expert speakers, such as Ana Andjelic and Michael Johnson, visit Make Your Mark 2016 and see coverage on SuperyachtNews.

If you were inspired to improve the effectiveness of your marketing in 2016, we’d be delighted to discuss our ideas with you. Contact Don Hoyt Gorman to arrange a chat.

A useful 2016 calendar

It’s going to be a busy year!

On behalf of all of our clients and friends, we’ve highlighted 25 of the most important and interesting superyacht industry events for your superyacht calendar, including regattas, boat shows, rendezvous, industry forms and symposia. If you are looking for marketing support for any of these, do please get in touch; we live for deadlines and enjoy nothing more than building creative messaging that delivers on your communication strategies.

For those looking at corporate anniversaries, new business launches and evolving brand identities, we offer our industry-leading experience as consultants to help guide your process and build reputations for your business that drive your bottom line and enhance your best assets.

Drop us an email or give us a call: We look forward to working with you in 2016.

 

SUPERYACHT EVENTS CALENDAR 2016

27—29 JANUARY
NZ Millenium Cup
Bay of Islands, NZ

28—31 JANUARY
The Superyacht Challenge
Antigua

9 FEBRUARY
Make Your Mark
London, UK

11—15 FEBRUARY
Yachts Miami Beach
Miami Beach, Florida

21—24 FEBRUARY
Superyacht Design Symposium
Kitzbühel, Austria

17—20 MARCH
Palm Beach International Boat Show
West Palm Beach, Florida

17—20 MARCH
St.Barths Bucket
St.Barthélemy, Caribbean

7—10 APRIL
Singapore Yacht Show
Oneo15 Marina Club, Singapore

25 APRIL—1 MAY
Rio Boat Show
Rio de Janiero, Brazil

28 APRIL—2 MAY
Palma Superyacht Show
Palma de Mallorca, Spain

2—5 MAY
MYBA Charter Show
Genoa, Italy

14 MAY
The World Superyacht Awards
Florence, Italy

26—29 MAY
Monaco Grand Prix
Monte Carlo, Monaco

22—25 JUNE
The Superyacht Cup
Palma de Mallorca, Spain

28—30 JUNE
SuperyachtDESIGN Week
Design Centre Chelsea Harbour, London, UK

7—9 JULY
The Superyacht Rendezvous Montenegro
Porto Montenegro, Montenegro

29—31 JULY
Candy Store Cup
Newport, Rhode Island

26—28 AUGUST
Shipyard Cup + Hodgdon 200th Anniversary Rendezvous
Boothbay Harbor, Maine

6—11 SEPTEMBER
Yachting Festival Cannes
Cannes, France

28 SEPTEMBER—1 OCTOBER
Monaco Yacht Show
Port Hercules, Monaco

3—7 NOVEMBER
Fort Lauderdale International Boat Show
Fort Lauderdale, Florida

14—16 NOVEMBER
The Global Superyacht Forum
Amsterdam RAI, the Netherlands

15—17 NOVEMBER
METSTRADE
Amsterdam RAI, the Netherlands

16—18 DECEMBER
Asia-Pacific Rendezvous
Phuket, Thailand

GSF delegates: Sign up for our FREE brand clinic

Looking to further increase the impact of the story you’re telling about your company?

We’re taking advantage of everyone gathering at METS and the Global Superyacht Forum—the marine industry’s leading trade show and conference event focused on innovation, actionable ideas and plan-making for the coming year—to offer our advice and suggestions to businesses looking to up their communications game in 2016.

James, Lee and Don of The Superyacht Agency will be hosting a series of free client consultations during the show within the Global Superyacht Forum delegates’ area. We’ll provide our insight and experience on how any company can increase the visibility of its brand and the impact of the story you tell via websites, show presence, brochures, books, film and more.

We’ve already delivered big for clients across every major sector of the industry, including new-build shipyards, brokerage houses, law firms, key product and service suppliers, marinas and of course individual yachts. Our experience means we know what works and what doesn’t—we promise to tell you what we really believe will work for you, no strings attached.

Talk to us; we’re here to help build a better, more effective marketplace.

THE BRAND CLINIC TEAM:

James Shepherd, Agency Director comes from a background in luxury and corporate brand communications, bringing fresh ideas and perspective from outside the superyacht industry.

Lee Manning, Creative Director brings 16 years’ industry experience at leading London agencies, including brand identity, print design and digital and website development.

Don Hoyt Gorman was previously business editor of The Superyacht Report and has written on industry issues and trends for The Financial Times.

[GSF DELEGATES: BOOK YOUR FREE CLINIC HERE]

Not attending the Global Superyacht Forum? Reconsider! Register here.

 

Brokers & Shipyards 2015

We often find ourselves flicking through magazines and websites, looking to see how brands are communicating to their market. Just before The Monaco Yacht Show, we thought a handy pocket-size guide that gives you a quick snap shot of how superyacht brands are communicating to the market would be quite a useful tool for marketers. And so we promptly set about reviewing and compiling the logos, taglines and colours, and the websites, books and brochures that the 25 most visible brokers and shipyards were showing to the world. The result was our Brand Book 2015: Brokers & Shipyards just in time for the show.

Simple yet concise, the book was a fantastic tool for us to hand out for free and engage our friends and colleagues at the show. It sparked conversations about who is doing a good job of communicating effectively and who may need to work a little harder.

The book is now in its second print run, so if you fancy a copy to flick through contact us at hello@thesuperyachtagency.com and we’ll be sure to pop one in the post for you.

Radio Holland: Ship to Shore

Earlier this year, Dutch marine technology experts Radio Holland decided they needed a simple and effective way to communicate their new satellite communication services to their diverse markets worldwide. While their offer was clear and competitive, the markets (from cargo and offshore to military and superyachts) were congested and customers overwhelmed with differently-packaged choices and complex, often confusing language from competitors.

The Superyacht Agency’s approach to help Radio Holland started with understanding what their customers and potential customers needed from a satellite communication provider. We understood that fleet managers and IT managers required a simple, easy-to-understand offer with clear pricing and options. Radio Holland had worked hard to deliver just such an offer, so we were able to develop an easy-to-use online sales tool that recommends a satellite communication package that is ideally suited to each interested buyer.

Rather than overwhelm buyers with yet more complex and unfamiliar information, we focused on the straightforward needs of each buyer and the ships, yachts and offshore platforms whose operations and crew they manage.

The result is Radio Holland’s Ship to Shore online airtime advisor, which was launched this week at Europort in Rotterdam, and is available worldwide here: http://airtimeadvisor.shiptoshore.global/

‘High speed internet access at sea is now an affordable service and Radio Holland can provide a true maritime communication one-stop-shop to the cargo, workboat, oil & gas, yacht, fishery and inland segments. As a one-stop-shop Radio Holland provides the airtime, equipment, installation and tools & services through the reliable and global Radio Holland service network.’, says Radio Holland Manager GTAC and Connectivity, Nikos Yocarini.

Ship to Shore is an excellent example of how when things get complicated, keeping them simple for your customers has enormous value.

How memories are made

As part of the sales campaign we’ve developed for IYC, last week saw the launch of the film created for the 70m Lürssen, Martha Ann. Intended as an alternative to the usual helicopter running footage, this short story shows how a new owner might create lasting memories with a grandchild. Watch in the player below or on the IYC website at iyc.com/marthaann

Reflections on the Show Season, mid-way through

What a spectacular week in Monaco! Along with the absolutely perfect weather (25 degrees C, 50% humidity and a light breeze), it was a truly positive experience for our team, as well as for plenty of the exhibitors we spent time with.

Lots of businesses in the superyacht market seem to be upping their game when it comes to conveying brand-level messaging and design. Our intrepid designer and cultural observer of all things cool, Susanna Rios, toured the show making notes on what looks like is working, and others we thought needed a bit of help. It’s our own in-house audit of the Monaco Yacht Show branding landscape which we’ll be using to help our clients and talk to potential new ones!

Another of our projects was the Brand Book 2015, which went down a storm by all accounts—we’ve had numerous follow-up requests to mail out more, which is more than we could have asked for our little piece of promotional literature! But we think it speaks to that same rising level of awareness about the importance of brand communication. Ours is a beautiful, unique and interesting marketplace. How we do anything and everything is slightly different from the mainstream worlds of luxury, or technology, or shipping. Businesses working to promote their wares or services resonate on a special frequency that’s unlike what we’ve seen in automotive, private aviation, luxury real estate or other markets. For us at The Superyacht Agency, it often feels like we’re working within a big pool of friends and acquaintances, where simply and clearly letting people know—and remember—what you do well is the most basic and yet challenging thing to master. What works best is perhaps what a rather famous global agency identified with their own strapline: Truth, well told. (McCann)

Up next is the Fort Lauderdale International Boat Show, a cavalcade of yachting and the boating life that reminds us just how big is the world of people who simply love being on the water. It’s wild and expansive and humbling when we consider the size and scale of the projects at the superyacht end of the spectrum. It’s a good time to remember that every superyacht owner was once a kid, and FLIBS is one big playground. Looking forward to our next conversations!