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Azimut Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue
 

Azimut Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue

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Azimut Yacht Club magazine presents Luxury Azimut Yachts for Brokerage and Charter. All clients using our yachting solutions get their Azimut yacht listings printed in our monthly magazine. As well, ...

Azimut Yacht Club magazine presents Luxury Azimut Yachts for Brokerage and Charter. All clients using our yachting solutions get their Azimut yacht listings printed in our monthly magazine. As well, it includes articles about social media marketing strategies applied to the yachting. October 2011 issue
Luxury Azimut yachts brokerage and charter worldwide. Editor The Yachting Network - Olivier Baelde

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    Azimut Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue Azimut Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue Document Transcript

    • YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY AZIMUT YACHT CLUB www.azimut-yachtclub.com | ISSUE OCTOBER 2011YACHT BROKERAGE5 digital marketingcommandments for luxury brandsYACHT CHARTERWhat to include in yoursocial marketing strategyYACHTING & SOCIALNETWORKS STRATEGYFinding the right marketing mix Yacht brokerage BOAT SHOWS listings Fall Boat Shows e Calendar ag r ke Yacht BroFOCUS Marketing for the yachting industry 1.99£
    • M o s t a d v a n c e d m a r k e t i n g LONgITUDE64
    • p l a t f o r m f o r t h e y a c h t i n g Docks & SLIPS SOLUTIONS yacht brokerage solutions yacht charter solutions monthly magazine web: www.longitude64.com email: sales@longitude64.com skype: longitude64 facebook: www.facebook.com/longitude64 twitter: www.twitter.com/longitude64
    • contents LONGITUDE64 EDITOR’S LETTER 8 EDITOR LETTER Welcome to the Azimut Yacht Club magazine 12 Online marketing 5 digital marketing commandments for luxury brands 16 LONGITUDE 64 A new approach to yacht brokerage and yacht charter marketing 20 SOCIAL Marketing Mix What to include in your social marketing strategy 24 BOAT SHOWS CALENDAR Boat show events taking place in october 2011 28 SOCIAL MEDIA MARKETING Establishing an efficient social media marketing strategy becomes now a reality for yacht brokerage and yacht charter companies. 30 SOCIAL NETWORKS Advantages of using APIs integration to post automatically to social networks. 34 YACHT BROKERAGE LISTINGS Azimut Yacht brokerage listings for the month of october 2011 Yacht presented by brokerage companies using our yacht brokerage solution Brokerage and Charter 42 YACHT CHARTER LISTINGS Azimut Yacht Charter listings for the month of october 2011 presented by charter companies using Marketing our yacht charter solution FEATURESAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 52 YACHT CHARTER MARKETING Inbound marketing strategy for luxury charter yachts 54 YACHT BROKERAGE SOLUTION Presentation of the yacht brokerage solution for joomla. Features and advantages04 61 Find Prospects Using social media to find prospects.
    • 63 Online PR Understanding online PR and how to use it to create brand awareness64 YACHT CHARTER SOLUTIION Presentation of the yacht charter solution for joomla. Features and advantages68 DOCKS & SLIPS SOLUTION Presentation of the docks & slips solution for joomla. Features and advantages 74 YACHT DESIGN NEWS Yacht design news for72 NEWS AROUND THE WORLD Yachting events around the world september 2011 10 Cover Story %O FF Longitude 64 - The Yacht- ing Network offers powerful GRAB features to yacht brokerage and yacht charter companies looking for a turnkey solu- yearly tion in order to improve their Subscription inbound marketing activities and social networks integra- Today !! tion .
    • THE YACHTING NETWORK www.theyachtingnetwork.ch Most Advanced Marketing Services for the YachtingContactsCH - Crans Montana: +41 (0)27 483 12 20UK - London: +44 (0)20 7078-4226USA - Miami: +1 (305) 394-9652email: sales@theyachtingnetwork.ch
    • Social Media MarketingSocial Networks IntegrationSuperyachts MarketingDedicated SuperyachtsReservation SitesYacht Brokerage SolutionsYacht Charter SolutionsCorporate MagazinesCreation
    • EDITOR’S LETTER OLIVIER BAELDE by Editor AZIMUT YACHT CLUB PUBLISHER/EDITOR Welcome Olivier Baelde editor@yachting.vg Marketing solutions Magazines are available in ADVERTISING MGR printed and electronic ver- for yacht broker- James Blackburn sions. age , yacht charter advertising@yachting.vg companies and real The Yachting Network plat- SALES MGR estate agencies form coupled to our yacht- Ian Foster ing solutions provide an specializing in the exclusive set of features sales@yachting.vg rental and sale of to yacht brokerage and MARKETING MGR docks and slips are yacht charter companies Clive Coleman allowing them to market our primary focus. marketing@yachting.vg worldwide on different me- dias their yachts for sale or PR MGR charter fleet. Web Solutions Antoine Bonvin We developed over the last pr@yachting.vg We continuously work on 24 months an online plat- improving our platform to form using the latest tech- SUBSCRIPTIONS MGR provide advanced features nologies in terms of web Danielle Chiocci not available in third party design, database architec- subscriptions@yachting.vg listings websites. ture, cloud hosting. SOCIAL NETWORKS MGR Furtermore, a very pow- Sven Nicklasson erful social network inte- Mobile Solutions social_networks@yachting.vg The release of our iphone gration though APIs al- and ipad apps are sched- lows the brokerage and BUSINESS DEVELOPMENT uled for december 2011. It charter companies using MGR will add even more reach our yachting solutions to Glen Coburn to our solutions. gain maximum exposure bus_dev@yachting.vg on a worldwide basis with Join us a minimum of efforts on their side.AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Olivier Baelde Publisher, Editor Then, our montlhy maga- Crans Montana, zines generated through Switzerland an InDesign CS5 workflow All correspondence should integration allows to gen- be addressed to erate on a monthly basis 88-90 Hatton Garden magazines for every sites London, EC1N 8PN composing The Yachting United Kingdom Network. 8
    • SUNSEEKER Yacht 75, 2005, £1,395,000Carine YachtsAndrew NobleUnited Kingdom (+44) (01202) 901-721Visit www.sunseeker-yachtclub.com for full details - Web id: 5
    • AZIMUT 68 S, 2005 830.000 €Carine YachtsAndrew NobleUnited Kingdom (+44) (01202) 901-721Visit www.azimut-yachtclub.com for full details - Web id: 12
    • AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) withtwin diesel MTU (1320hp) engines. This is a great example of one of the mostpopular open style family cruisers on the market. She is fully equipped and has beenprofessionally maintained from new. The Azimut 68 S offers fantastic accommoda-tion with great volume. Highly recommended and must be seen. Motivated owner.Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MTU 1320hp - DieselWeb id: 12 - Price: 830.000 € Tax Paid
    • SOCIAL MEDIA 5 digital marketing commandments for luxury brands Just like the Lately people are talking about luxury democratic media in the world. “ luxury products and services themselves, the quality of luxury brands and digital marketing. “Is Digi- digital marketing tal Killing the Luxury Brand?” Invari- 0 You shall democratize but relies on ideation and not downgradeAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 ably, these discussions evaluate the execution. A dress is not dangers of leveraging a wholly demo- inherently luxurious; cratic platform in order to promote Luxury brands obsess over losing ex- a wholly exclusive industry. But, as clusivity in the digital space, but this the difference lies in its usual, the discussion misses the point. concern puts the cart in front of the design and high-quality horse. A luxury brand generates ex- manufacture. The same is The question is not if luxury brands clusivity by cultivating a block of con- can safely leverage digital media. The sumers who wish they could buy the true of digital marketing question is how. With that in mind, brand’s products, but cannot afford media. ” here are five commandments for mar- them. Simply, if luxury brands want keting luxury brands using the most to remain luxurious, they have to en- 12
    • gage not only their paying customers, but also people whowant but can’t have. 0 You shall honor digital mediaThis is where the democratizing power of social and new If luxury brands indeed fear brand dilution, they must firstmedia comes into play. Social media enables luxury brands stop diluting the quality of their digital media. Luxury cli-to build tremendous clout among the aspirational set. In ents may say, “But it’s just a behind-the-scenes video forsome cases, social media may be the only place aspiring Facebook and YouTube! Do we really need to spend thatconsumers can reach the brand at all. This, in turn, builds much on production?” The answer is always “yes.” Digitaltremendous prestige among the affluent set. luxury marketing is only as luxurious as the brands are will- ing to make it.In order to democratize without downgrading, luxurybrands must maintain the digital conversation by engag- Just like the luxury products and services themselves, theing more aspirational consumers and including them in a quality of luxury digital marketing relies on ideation andcontrolled brand dialogue. On the other hand, the brand execution. A dress is not inherently luxurious; the differ-must prevent brand downgrading by embracing clever- ence lies in its design and high-quality manufacture. Theness and avoiding mimicry, by ensuring innovation and same is true of digital marketing media.not stealing from their traditional campaigns, and by treat-ing digital media like the marketing powerhouse that it is. Luxury brands must decide whether their digital market- ing is luxurious or commonplace, and they must commitAll the while, luxury brands must strive toward the high- to making their digital messaging more beautiful, more in-est creativity, elegance and production quality. Only in this novative and more elegant than anything else out there.way can luxury brands both cultivate desire and maintain Only then can they preserve their up-market brand values.exclusivity, and thus, grow in the digital world safely. 0 You shall not steal from old media0 You shall not kill the conversation The primary reason luxury brands fail at social and newLuxury brands worry that if they allow interactivity or user- media is because they haven’t bothered to understand it.generated content, if they initiate a conversation between Luxury brands take media developed and produced for tra-brand and buyer, they will lose control of the brand image. ditional deployment and force it onto their social and newThis is simply not true. media platforms.There are many ways to encourage interactivity while stillmaintaining control of the brand. Look at Burberry’s“Art of the Trench,” a photo-sharing destination that primar-ily features Burberry-commissioned, high-end photogra- AZIMUTYACHTCLUB • ISSUE OCTOBER 2011phy of models in the brand’s seminal trench coats.What’s more, it also allows consumers inside access if theyupload their own pictures (which are vetted and selectedby the brand). Therefore, Burberry successfully reaches asignificant audience while maintaining brand control.Luxury brands must learn that they can create digital cam-paigns with embedded brand control. Killing the conversa-tion outright is not the answer. 13
    • SOCIAL MEDIA For instance, they digitize a traditional Establishing an efficient “ TV spot by compressing and upload- “There is a sense of urgency asso- ing to YouTube, or they post a print ad ciated with digital platforms,” , but SOCIAL MEDIA marketing to Facebook. luxury brands must be careful not to embrace a platform just because it’s strategy becomes now This blanket strategy weakens the hot. Only those platforms that spring a reality for yacht perception of luxury brands. Just as directly from a core brand ideal or brokerage and yacht one wouldn’t put a 30-second static customer need can succeed without print ad on TV, so should one avoid diluting the brand itself. charter companies. When stealing traditional media by hawking establishing the company it in the digital space. Having a marketing strategy is good, marketing strategy, but having a marketing strategy that several key indicators Luxury digital media requires a devel- works is great! Using social media re- opment, production and deployment quires a careful thought process, stra- must be closely watched.AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 strategy specific to its digital chan- tegic planning and flawless execution. As well, deciding the nels. Nothing less will do. direction of the data 0 Observe and analyze your 0 You shall not covet the marketing strategy flow between the neighbour’s media channels company and third party Very often, businesses jump on to sites can become costly Just because one luxury brand is suc- Facebook and Twitter without even in terms of advertising cessfully utilizing a particular digital analyzing what they need out of these approach does not mean another social networks. They claim that since budget without bringing luxury brand should follow the same their competitors are using social me- long term traffic. ” strategy. dia so they have no other choice but 14
    • to adopt social media. Sooner than later, such businesses no single criteria based on which you can determine theare caught off-guard and their social media ambitions success/ failure of your social media strategy.reach a tame end. 0 Refine your marketing strategyIt is important for businesses to analyze how social me-dia can help them. They need to observe how people use The real beauty of social media lies in its dynamism. Socialsocial media and how their competitors are leveraging it. media is changing all the time. For example, if you loggedAnalyze your business needs and how various social net- in to your business’ Facebook profile, after a long gap, youworks like Facebook, Twitter, LinkedIn and others can fulfill would have realized that it’s now a Fan Page. Therefore, it’sthese needs. important to continuously refine your social media strat- egy and adopt a flexible approach with the changing social0 What’s your social marketing strategy’s media scenario.action plan? Does your business have a social media strategy thatOnce you’ve determined what you want out of social me- works? If so, what are the most important criteria for devel-dia, the next important question is how you get it. Busi- oping such a marketing strategy? How does your businessnesses need to come up with an action plan with realistic measure its social media ROI? Do you think it is difficult totargets and feasible time/ cost estimates. If your action track the business value of social media?plan takes forever to achieve or if it requires you to invest afortune, there’s a strong case to revisit your action plan. In All good questions which need to be asked on a regularsuch cases, it’s best to start with concrete short-term goals basis.such as I want to have 2,000 Facebook Friends in the first 3months or I want to close 5 deals with my Twitter followersthis month etc.0 Execute your marketing strategyA marketing strategy is only as good as those who see itthrough. Once you have a social media marketing strategyin place, it’s important to focus on getting the executionright. Very often, businesses need to take a call on whetherthey can execute their social media strategy themselves ordo they need to hire specialist social media experts? Whenin doubt, seek help from an expert. AZIMUTYACHTCLUB • ISSUE OCTOBER 20110 Evaluate your marketing strategyMost business follow a simple rule when it comes to adopt-ing new technologies or paradigms – If it boosts my busi-ness’ ROI, it’s worth the investment. Social Media is no ex-ception to this rule. Unless, businesses see value additionfrom social media, they are not going to take the plunge.Therefore, it’s important for businesses to evaluate the im-pact of their social media efforts.Evaluating social media ROI is easier said than done. There’s 15
    • LONGITUDE 64 OLIVIER BAELDE by Editor “Longitude 64 - The Yachting Network” A new approach to yacht brokerage and yacht charter marketing: integration with social networks W elcome to the Longitude 64 monthly magazine. The pri- mary purpose of this maga- zine is to present yachts for brokerage and yachts for charter from clients using our yachting solutions. In order to provide them with a competitive advantage, we decided to integrate our online platform called The Yacht- ing Network with the Adobe inDesign workflow. The end result being that all the listings from clients using our online yachting solutions are as well included in our monthly magazines. It brings them maximum exposure as well as brand recognition. We believe that there is still a need for a printed W version to allow readers to be able our clients listings. e believe that a tight inte- to read offline while traveling for ex- gration between the web T ample. Furthermore, it allows our cli- he architecture of our platform sites of our clients running ents to reach potential buyers who now comes full circle. We are one of our yachting solutions and are not always willing to stay a long able to provide to all clients social networks and coupled with a time in front of a computer screen in using our yachting and real estate printed version will bring them a very order to review luxury yachts for sale solutions an integrated platform able powerful platform to increase the vis- or charter. A printed version still has to deliver online and offline visibility ibility of their listings.AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 its charm and provides added value to through very efficient web services. U our clients. nlike third party listing sites F urthemore, our complete inte- specializing in yachting, cli- w We hope you will enjoy gration to over 15 social net- ents list their yachts only once reading every month our works through APIs allows clients on their websites in our yachting so- magazines. In the following using our solutions to post automati- lutions and then syndication takes months, every site part of The Yacht- cally listings updates on their social place. It insures that their domain ing Network will be integrated in the media accounts without extra work. name and web site is the place where Adobe Indesign workflow in order to all listings are managed, indexed first generate monthly magazines adding by search engines and where all in- again some exposure and visibility to bound traffic goes back to when syn- 16
    • Tdicated to other sites. he Docks & Slips Solution for geting the yachting and luxury mar- joomla was designed to answer kets.O Y ver time, this strategy will the needs of real estate agen- acht Listings are as well dis- bring continuous lead gen- cies specializing in the sale and rental tributed in RSS feed format to eration at a fraction of the of yacht slips. It provides extensive different subscribers and feed-cost spent on multiple third party features not found in the competition. burner. XML feeds are syndicated tolisting sites where listings are lost in The Docks & Slips solution includes generic third party web sites like Olx,the crowd. Vast, Oodle. It helps in increas- The Yachting Network has local web- ing backlinks to the client’sT he Yacht Brokerage So- website. lutions for joomla was sites in all european countries. The A designed to answer print version of our magazine brings dditional XML feedsthe needs of yacht brokerage additional readers and visibility to our following the openma-or dealership companies. It rine standard (www. clients. Complete integration in socialprovides extensive features openmarine.org) generate filesnot found in the competition. networks maximizes the exposure of compatible with The YachtThe Yacht Brokerage solution yacht listings. Soon to be released, Market, Boatshop24, Boat 24,includes lead request man- mobile apps will close the circle of a Jameslist... completing a veryagement to store all yacht powerful array of syndicationrequests. 360 inbound marketing strategy. tools.T AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 he Yacht charter reservation So- lead request management to store all lutions for joomla was designed yacht slips requests. to answer the needs of yacht Pcharter companies. It provides exten- owerful and integrated APIs:sive features not found in the compe- Powerful & Integrated Syndica-tition. The Yacht Charter Reservation tion Services: Our Solution offerssolution includes reservation requests a very powerful synchronization tooland quotes management as well as in order to increase instantly the vis-online availability calendars. ibility of the listings in the Longitude 64 Yachting Network composed of over 15 web sites (and growing) tar- 17
    • AZIMUT 46, 1997 199.000 €Nautic AvenueFrance (+33) ((0)9) 54 22 80 56Visit www.azimut-yachtclub.com for full details - Web id: 1
    • AZIMUT 46, 1997, Provence Côte d’Azur France, 199.000 €Specs: LOA:13 metres - CATERPILLAR 435hp - Diesel
    • LONGITUDE 64 OLIVIER BAELDE by Editor “What to include in your social media marketing strategy” A well planned and executed social media marketing (SMM) strategy takes you where your users and buyers are. It lets you share the voice of your or- ganization, get real time feedback for your products, create an instant buzz for your new product offerings, build customer loyalty, and reach an informed target audience. The great thing about a well carried out SMM strategy is that it requires very little financial investment from your side. 0 What to include in your social media marketing strategy An effective SMM strategy will le- book, the social networking website for networking within the industry or verage all quality online social hubs has around 500 million active users, of with vendors. where users and customers meet which around 50% log in every day for and converse. A good SMM portfolio commenting or browsing. A Facebook Blogs, Microblogging includes a presence on diverse and fan page thus makes a lot of sense to multimedia social sites. Let’s take a reach an active online audience. On engadget_logoBlogs give you a wide look at the key elements of a good the other hand, Twitter has real time platform to talk about key issues. SMM strategy. updates and news-worthy tweets Blogs are also a great way of bring-AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 that even search engines show in ing traffic to your main website. For Social Networking Sites their search results. The tweets about an effective blog, you need to post your products are quickly read and re- fresh and relevant content frequently, Social Networking SitesThere are vari- sponded to by other users. A Twitter monitor and respond to comments, ous social networking sites where you account to respond to and create a create internal links, and build a com- can create profiles to connect with buzz about your product is therefore munity of loyal readers. Microblog- your target audience directly. Create essential. Linkedin is accessed by a va- ging through sites like Twitter also a Facebook fan page. Create tweets riety of professionals and businesses lets you send short, crisp updates. and retweets on Twitter. Create your looking to connect and research for Some famous company blogs are organization’s profile on Linkedin. Ac- work and business. Hence, a Linkedin www.engadget.com, googleblog. cording to statistics released by Face- account for your organization is great blogspot.com, blog.facebook.com &20
    • en.community.dell.com/dell-blogs/ Duo processor. and would use in their business. Ifdefault.aspx. If you want blogs related your organization has conductedto SEO, you can check out searchen- Photosharing, Slide Sharing any good-to-know research, you cangineland.com, www.seomoz.org/blog share the findings online. You can alsoor www.searchenginejournal.com. Photo Sharing Sites Like FlickrSharing share your presentations, slides, and relevant and interesting images with reports through websites like Slide- Online Videos your user base also helps in creat- share and Scribd.Online VideosWebsites like A well planned and executed social PodcastingYoutube have created awhole new arena for multi- media marketing (SMM) strategy itunes_podcast_iconAs permedia interaction. Sharing takes you where your users and buy- Podcast.com, “Podcasting isand viewing videos is now, ers are. It lets you share the voice the method of broadcastingnot just an activity enjoyed audio files over the internet of your organization, get real timeby individuals for their own which can be downloaded andpleasure, but also a great feedback for your products, create listened to via your computerway for an organization to an instant buzz for your new product and/or portable music player.share information about its offerings, build customer loyalty, and The reason why podcasting isproducts. Organizations have linked directly with the namefound sharing interesting and reach an informed target audience.. iPod is due to strictly to the fa-related videos on Youtube to miliarity of origin of the word AZIMUTYACHTCLUB • ISSUE OCTOBER 2011be a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began down-sustained interest of the target audi- The images can be about widely an- loading music audio files to listen toence. You can upload interviews of ticipated events like a product launch, them on their iPods.“. Podcasting canyour top management, share presen- celebrity associations, or the organi- help you reach more users to promotetations, or even share videos of social zation’s internal events. Websites like your products and services. Many us-or business events in your organiza- Flickr have an active user base and ers find podcasts a great way of stay-tion. When Intel uploaded fun and can be leveraged for this purpose. ing in touch with new developmentsdigitally enhanced videos of its Con- while on the move. Websites like Blipsumer Electronics Show exhibit, it not Slide sharing, on the other hand, di- let you conveniently share your pod-only created a buzz but also ensured rectly appeals to the user’s needs by casts. Other famous podcast sites areusers got to know about its new Core sharing information that they need podcast.com & Apple’s Itunes Podcast. 21
    • LONGITUDE 64 0 Points to consider before formulating a social media marketing strategy The sites mentioned above are very useful and can change the path of your organization towards tremen- dous success. However, if done with- out proper planning these same sites and strategies can backfire as well. The most important thing for you to do before you begin charting out an SMM strategy, is that you first need to fully understand the status quo of your organization’s online presence. l Find out if you have an active l Check where your target Here are a few things to consider presence in target markets. audience generally interact more. before you formulate a social media l Rate yourself vis-à-vis your l Check what keywords they are marketing strategy: competitors in the online using. environment. Find out what your l Find out what they need, and Analyze your online presence: competitors are doing better than where their interests lie. you, and also what you are doing better. Identify and analyze what youAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 l Use metrics to find out more about your online presence. You l Check your status on social want from your SMM strategy: need to ask questions like: What networking sites. Do you have a is the total count of visitors on my presence already that needs to l Check the enthusiasm and site? Where do they come from? be optimized? Or, do you need to commitment of your top How many of them are directed start from scratch? management and marketing by search engines? department for having a l Find out how often your website Analyze your position dedicated SMM strategy. In gets linked by other sites. case the commitment seems l Check how often you post fresh Define and analyze your target audi- inadequate, discuss and educate content. ence: till you get a dedicated and informed agreement.22
    • l Assign responsibility to the A query, tweet, or a comment re- correct department, whether it is quiring clarification on the Facebook If you suspect trolls or deliberate PR, marketing, communications, page, blog, or other portals must be misinformation, one way of ensuring or other. Create a team with well replied to within 24 hours. more transparency is by creating a defined goals regarding your Login requirement for posting com- SMM strategy. This may mean Blog posts, tweets must be of high ments on your blog. creating micro-goals like number quality and value and/or knowledge of blog posts per week, Start your journey now! time duration set for A well planned and executed social responding etc. Remember, the beginning mayl Study the existing sites media marketing (SMM) strategy be slow. It takes time to en- and find out where takes you where your users and buy- gage your audience and build you need to focus your ers are. It lets you share the voice loyalty. Keep your interactions attention the most. transparent, fair, and timely. of your organization, get real timel Create measurable target With a continual engagement goals of what you want feedback for your products, create in diverse social media tolls, to achieve from your an instant buzz for your new product you will be soon rewarded SMM strategy. offerings, build customer loyalty, and with a vibrant, online commu- nity for your organization.0 Monitoring your reach an informed target audience.social media strategy AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 enhancing. The content in your postsFor your SMM strategy to pay you should be good enough to get linkedlong-term dividends, you need to by other sites.make sure you have practices andchecks in place that ensure efficient Blog posts must be frequent enoughexecution and a quick response. The to sustain interest.following measures will help you en-sure responsiveness and professional In case of critical comments, it’s betterinteraction:Monitor your progress to respond to them immediately andclosely fairly. Negative comments need not always be deleted or removed. 23
    • SHOWS 13 20 27 29AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 27 Fort Lauderdale 13 Annapolis 20 Long Beach 29 Hamburg October 27 - 31 October 13 - 16 October 20 - 23 October 29 - Nov 624
    • SHOWS Boat Shows October 2011 Fort Lauderdale International Boat Show A wide variety of boats and sea vessels will be on display includ- ing runabouts, sportfishers, high performance boats, center consoles, cabin cruisers, flats boats, skiffs, express cruisers, sailing yachts, motor yachts, bowriders, catamarans, ski boats, jet boats, trawlers, inflatables, canoes, and extraordinary superyachts. October 27 - 31, 2011Annapolis Long Beach “One of the West Coast’s largest in-Now in its 40th year, the United water/outdoor boat shows featuringStates Powerboat Show, October hundreds of motor yachts, cruisers,13-16, 2011, attracts over 40,000 Hamburg AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 sailboats, fishing boats, performanceattendees. The show, the nation’s old- sportboats, family trailerables, skiest and largest in-water powerboat Hamburg Fall Boat Show boats, pontoons, inflatables and per-exhibition. October 29 - Nov 6, 2011 sonal watercraft.”October 13 - 16, 2011 October 20 - 23, 2011 25
    • AZIMUTYACHTCLUB • ISSUE OCTOBER 201126
    • WORLD NEWS AZIMUT yacht club www.azimut-yachtclub.com Yacht Brokerage Yacht Charter AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 27
    • SOCIAL MEDIA Social Media Establishing an efficient Marketing and “ SOCIAL MEDIA marketing strategy becomes now a reality for yacht Yachting brokerage and yacht charter companies. When establishing the company marketing strategy, The most costly decision a market- it does not appear anymore as a cost several key indicators ing or sales manager will take when effective solution in a long term strat- implementing a marketing strategy egyh. All third party listings sites rely must be closely watched.AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 will be to rely entirely on third party on traffic to their sites in order to be As well, deciding the websites to acquire new contacts and able to charge yacht brokerage and direction of the data promote the yacht listings. This deci- yacht charter firms. Thus, they will sion is mostly taken due to the ap- most of the time prevent this traffic flow between the parent easy setup and maintenance to leave their site unless it goes to a company and third party third party listing sites seem to pro- paid advertisement. The data flow of sites can become costly vide. However, when analyzing care- the listings between the company’s in terms of advertising fully the features provided, as well website and the outside world must as the possibility to create inbound be carefully evaluated. The success in budget without bringing traffic to the company’s website or establishing a long term approach is long term traffic. ” expand the reach to social networks, to consider, as the central point, the28
    • company’s website. ie the single point of entry for all list- reach potentials clients through all available social medias.ings should be your website. Then, syndication to third In a long term strategy, all inbound traffic must go back toparty listings websites specializing in the yachting and your site. This way, if you decide to stop listing on a particu-to social network will take place. This data flow will allow lar third party listings website, most of the traffic will stillyou to generate inbound traffic back to your site and not flow to your site through the other channels. On the otherto other sites. You will have the control over the data pro- hand, if you stricly list on third party sites, the day you stopvided to the external sites. Contacts and leads coming to paying them, you “disappear“ from the internet world...your site once will most likely come back to your site ona regular basis. A powerful outbound strategy for the list- 0 Social media is onlineings is to target all available social network and document Social media is something that takes place online. It is aor images sharing sites. Through APIs, you can automate type of communication that takes place outside of in-per-the posting of listings information and brochure to a large son meetings, phone calls, or foot traffic. That means socialarray of sites which are not used by third party listings media is location-independent, which makes it a valuablewebsites to avoid loosing traffic.Nowadays, you can maxi- part of any company’s business strategy.mize your exposure on social networks relatively easily byselecting a yachting solution already integrating the APIs 0 Social media is user-generatedto post automatically. Content used to be something that very few people cre- ated. Reporters, TV anchors, movie directors, authors, radio0 Social networks integration DJs, and magazine editors created content, and everyone else consumed it. Now, everyone is a publisher, and theFurthermore, third party listings websites will not have any people who use the content are also the ones who createincentives to integrate your listings with social networks it.or other sites in order to keep the traffic on their site. Youmust put in place a well tought-out strategy which will syn- 0 Social media is highly accessible and scal-dicate listings to generic listings sites. (Olx, Oddle, Vast...), ablethird party listings sites specializing in yachting through Social media is highly accessible and scalable to the public,the openmarine.org initiative for example: It allows you to which means that social media has lots of users and offersgenerate a standard xml feed and post it to several sites plenty of opportunity for companies. Because social mediathrough a subscription. Then, post the listings to your face- is easy to access, the tools for social media are easy andbook and twitter account. intuitive enough for the common person to use. Even if you don’t use social media now, there’s no reason not to0 XML feeds jump in!We went further in the integration of our yachting solu-tions with a large array of APIs. Clients using our yachting AZIMUTYACHTCLUB • ISSUE OCTOBER 2011solutions have their listings posted automatically to Flickr,Picasa, Wordpress, Blogger, Olx, Oddle, Vast, Openmarine.Then, PDF brochures generated are posted to Issuu, Scribd,Slideshare, Docstoc expanding the reach and search en-gines indexing. And a new service launched this month isthrough the magazines listing all the yachts from our cli-ents and generated in 3 versions: print on demand version,electronic version and ipad version. The goal in creatingyour marketing strategy is not to get linked to a single thirdparty listings website where they will dictate their market-ing strategy to you and make it very difficult for you to 29
    • SOCIAL NETWORKS Yachting & Social Common Mistakes companies Make With Strategy: Some of the most common mistakes companies make with so- cial media revolve around Networks Strategy making decisions that While it’s useful to get into the details and tactics of social aren’t consistent with hav- ing good business sense. media, a solid marketing strategy should work no matter the Because social media tools medium. The smartest companies will focus on strategy because are free, some companies in the world of Web 2.0, the tools are constantly changing. tend to take the wrong ap- proach: use all tools to see what sticks. Here are some of the most common mis- takes to avoid with social media strategy: 0 Not developing a social media strat- egy Because social media is the hottest trend in marketing, companies assume that all they have to do is set up a Twitter account and a Face- book fan page. This is the equivalent of pulling ran- dom magazines out of off the rack and purchasing full page color ad in each one, then throwing together a quick and dirty PowerPoint flyer to run. Just like any other communication me- dium, social media requires a well-thought out market-AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 ing strategy plan. utmost importance. Furthermore, because they can sell anything. Social media may 0 Perfecting a social it takes time to build social media accounts, seem free, but the hidden time costs to media strategy every minute you waste by not being there build relationships Social media is not a Even though a social me- is followers you could be losing. quick way to make more sales; in fact, so- dia strategy is important, cial media actually adds cycle time to the don’t wait for the strategy 0 Gathering followers rather sales process. Just like any other process, a to set up your company’s than building a network company must consider how much of its accounts. Reserving your There are no shortcuts in social media, and resources to invest. company’s name on various the bottom line is companies have to build social media sites is of the relationships with their customers before30
    • Every social media user has a very clear idea of what tures pertaining to your business activity.“ social media means to them, and how they want to be approached by companies on social media. Most companies don’t realize that the way they approach 0 Facebook On Facebook for example, the new graph API allows to post update statuses about listings, upload images in albums , post social media sends its own message to consumers.” events in calendar.. As well, you can use the facebook user authentication to login into 0 Putting all eggs in one basket your site and read or contribute to your It’s exciting to see extraordinary results on content. The advantage is that you can at one form of social media, and tempting to the same time know more about this per- invest all your resources into what’s work- son and propose a subscription to your ing. Try to resist. With the speed at which newsletter. When he connects to your site technology changes, social media is start- with his facebook’s user id , you will be able ing to look similar to the fashion cycle: one then to send messages directly through day you’re in, the next day you’re out. Tools the facebook graph API. It will allow you to fall in and out of fashion all the time keep this user informed about your com- – remember Friendster, and more recently, pany activities automatically through your MySpace? Companies that build a large eq- AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 website. It provides an extra level of pos- uity on one tool will find themselves with sibilities since you no longer need a user nothing if the tool loses popularity. to subscribe to your newsletter. While you manage your own facebook groups , you While having a social network presence can post automatically news to the groups through Facebook, Twitter and other social and invite all new friends automatically to networks proves mandatory nowadays, a join the groups through the APIs. new concept tested by our yachting solu- tions is to benefit from Facebook groups 0 Friends and Followers and social activity by bringing back “friends By inviting your “friends and followers” to and followers“ to the company’s website in visit and connect to your site using their order to propose targeted services and fea- 31
    • SOCIAL NETWORKS facebook user id , you give them the possibility to share information and recom- mend other users to con- nect with you. On the new site www. yachting.vg, we are cur- rently experimenting with several new functionalities of the Graph API. Integrating your site more tighly with external social networks will allow you to communicate faster new information to be given to followers and groups. You will be able to provide a constant flow of informa- tion and news through automated tasks. When us- ers visit your website, your can control the information on a regular basis for example a new yacht tional tone and respond to other partici- given to them as well as listing or price reduction offer, you keep the pants in the conversation. Automated ac- getting their feedback on flow going. counts or accounts that are updated with a specific polls or through a stream of links do not produce results. comment system. 0 Common Mistakes Companies You can inform your Make With Messaging 0 Controlling the message groups, friends and follow- Every social media user has a very clear Social media is not about controlling a mes- ers that the newsletters idea of what social media means to them, sage. In fact, the very nature of social media generated every month is and how they want to be approached by is such that no one person or organization available on your website. companies on social media. Most com- can control the message. Because social The important point in panies don’t realize that the way they ap- media is a medium to share information this social network integra- proach social media sends its own message through a network, companies must re- tion with your website is to consumers. Here are some of the most alize that once they put the message outAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 to keep the channels open common mistakes companies make with there, they have no control anymore. Users and regularly communicate messaging: can choose to edit the message, inject their to provide new information own opinions into the message, share the and news. 0 Creating impersonal accounts message, or ignore the message. Further- Readers will be more Users don’t follow companies; they follow more, companies can’t even control where likely to visit your site on engaging people who work at companies. the message starts: a user can also create a regular basis if they get Unless the tool is meant specifically for a message about a company without hav- weekly news from your site. companies to use (i.e.: Facebook fan pages), ing any affiliation to them. Because of the This could be fastidious if every account should be an actual person nature of social media, companies that try you had to do it manually , who has a name and a title that clearly sig- to control the message will have difficulty but by creating automated nifies him or her as a face of the company. reaping any of the benefits of the medium. tasks to post automatically This person should write with a conversa-32
    • There are so many ways to use social media to communicate draw the line with abusing permission? Un-“ with the customer, and as social media goes mainstream fortunately, this question is similar to asking companies are finding new ways every day. All of these where comedians draw the line with poten- purposes for communication fall into three main tially offensive jokes. The truth is that different users have different levels of tolerance. Just like functions: public relations and marketing, sales, and a comedian might experiment with messaging customer services.” based on the feedback he or she is receiving from the audience, your company must experi-0 Not controlling the message ment with the right level of communication, erring on theWhile companies should be careful about trying to exer- side of unobtrusive.cise too much control over the message, there is also theopposite end of the spectrum to avoid. Companies often 0 Strategy definitioncite “control over message” as a reason not to participate in The framework for developing a social media strategysocial media, but the truth is that companies have lost con- consists of three potential functions: public relations andtrol of the message whether they participate or not. This is marketing, sales, and customer services. Social media canbecause, as mentioned earlier, users can create a message be used to further goals within just one of these threeand drive the conversation surrounding that message. functions, two these functions, or a company could use So how can companies exercise some control over a social media to satisfy the needs of all three of these func-message and still reap the benefits of social media (rapid AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 tions. These three functions feed each other in a cycle, anddiffusion of information through people sharing messages companies can create a fairly comprehensive social mediawith their networks)? The answer is that companies need to strategy by taking each into consideration.participate in the conversation. Responding to complaintsand stressing the benefits and what the company does 0 Find your audiencewell; these are all ways for companies to control the end- Very few social media tools will work for every company;consumer’s perception of its services. however, if your company is just starting out with social media, you can find plenty of people by sticking to the big-0 Abusing permission gest social media sites. Generally, the strategy for finding anAbusing permission is a fast way for companies to lose audience is looking for groups of people with similar inter-credibility, damage relationships, and generally make a ests to keywords that make sense for your company.bad name for themselves in social media. So where do you 33
    • AZIMUT YACHT CLUB Index EDITOR’S LETTER MOTOR YACHTS BROKERAGE AZIMUT 68 S, 2005, 830.000 € 27 AZIMUT AZIMUT 105, 2008, 5.000.000 € 28 AZIMUT AZIMUT 46, 1997, 199.000 € 29 AZIMUT 55 E, 2008, 790.000 € 30 AZIMUT 68E, 2008, 1.490.000 € 31 AZIMUT 68S, 2007, 1.200.000 € 32 AZIMUT LEonArdo 98 E, 2007, 4.400.000 € 33AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 34
    • BROKERAGE A Z I M U T 68 S , 2 0 0 5 , 8 3 0 . 0 0 0  € Poole, DOR, United KingdomAZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with twin diesel MTU (1320hp)engines. This is a great example of one of the most popular open style family cruisers on the market. She isfully equipped and has been professionally maintained from new. The Azimut 68 S offers fantastic accom-modation with great volume. Highly recommended and must be seen. Motivated owner. - Specs: LOA:20metres Beam:5 metres Draft:1 metres - MTU 1320hp - DieselWeb id: 12 - Price: 830.000 € Tax Paid AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit www.azimut-yachtclub.com for full details - Web id: 12 35
    • BROKERAGE A Z I M U T 105 , 2 0 0 8 , 5 . 0 0 0 . 0 0 0  € Nice, PR, France AZIMUT Azimut 105, 2008, Barcelona, Spain, 5.000.000 € - Specs: LOA:105 feet Beam:21 feet Draft:1 metres - MTU 2216hp - Diesel Web id: 7 - Price: 5.000.000 € Tax Not PaidAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 736
    • BROKERAGE A Z I M U T 46 , 1 9 9 7 , 1 9 9 . 0 0 0  € Fréjus, PR, FranceAZIMUT Azimut 46, 1997, Provence Côte dAzur France, 199.000 € - Specs: LOA:13 metres - CATERPILLAR435hp - DieselWeb id: 1 - Price: 199.000 € Tax Paid AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Nautic Avenue France (+33) ((0)9) 54 22 80 56 Visit www.azimut-yachtclub.com for full details - Web id: 1 37
    • BROKERAGE A Z I M U T 55 E , 2 0 0 8 , 7 9 0 . 0 0 0  € Golfe Juan, PR, France AZIMUT Azimut 55 E, 2008, Golfe Juan, Provence Côte dAzur France, 790.000 € Azimut 55 year 2008 in im- maculate condition. 3 cabins / 3 bathrooms version. Extremely well looked after boat, constantly upgraded, professionally maintained, fully serviced and ready to go. - Specs: - N/A - Diesel Web id: 4 - Price: 790.000 € Tax Not PaidAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 438
    • BROKERAGE A Z I M U T 68 E , 2 0 0 8 , 1 . 4 9 0 . 0 0 0  € Cannes, PR, FranceAZIMUT Azimut 68E, 2008, Cannes, Provence Côte dAzur France, 1.490.000 € This Azimut 68 Evo built in2008 is in pristine condition: only 1 owner, permanent crew of 2, managed professionally... this yacht isready to go! She is very well equipped up to charter standards and offers all the safety equipment demand-ed by RINAVE Commercial Class. The owner who has not been able to use her as much as desired is a keenseller. - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - DieselWeb id: 8 - Price: 1.490.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 8 39
    • BROKERAGE A Z I M U T 68 S , 2 0 0 7 , 1 . 2 0 0 . 0 0 0  € Mandelieu-La-Napoule, PR, France AZIMUT Azimut 68S, 2007, Mandelieu-La-Napoule, Provence Côte dAzur France, 1.200.000  € - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel Web id: 6 - Price: 1.200.000 € Tax Not PaidAZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 640
    • BROKERAGE A Z I M U T L E O N A R D O 9 8 E , 2 0 0 7 , 4 . 4 0 0 . 0 0 0  € Cannes, PR, FranceAZIMUT Leonardo 98 E, 2007, Cannes, Provence Côte dAzur France, 4.400.000 € One of the rare Azimut98 Evolution offered on the market for sale, MY Leonardo is commercially registered, fully equipped forcharter and ready to go! The owner is a keen seller and we urge you to bring offers. - Specs: LOA:100 feetBeam:22 feet Draft:6 feet - MTU 2200hp - DieselWeb id: 5 - Price: 4.400.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE OCTOBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 5 41
    • AZIMUT YACHT CLUB Index EDITOR’S LETTER MOTOR YACHTS CHARTER AZIMUT 68S 2007 - AnoLhA 35 AZIMUT 86S 2007 - ChIMErA 36 AZIMUT 103 SL 2007 - ThE SULTAn’S WAy 007 37 AZIMUT 103SL 2008 - GoGAMIGoGA 38 AZIMUT 105 2008 - LAUrA 1 39 AZIMUT 50 2005 - PrETTy WoMAn 40 AZIMUT 85 2008 - 4FUn 41 AZIMUT 98 2007 - My LEonArdo 42AZIMUTYACHTCLUB • ISSUE SEPTEMBER 201142
    • CHARTER CHARTER AZIMUT 68S 2007 - ANOLHA La Rague, France AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011Anolha is a brand new azimut 68s from the open line. Based in port la rague (close to cannes, france),she will take you to the most remote or exclusive places of the riviera in total comfort and speed!anolha is very well equipped and features a unique and sleek style, a very large salon open on the out-side deck and 2 spacious cabins. The twin cabin will accommodate the stewardess. Matthew connor,captain of anolha will be your guide to the riviera; our stewardess will be delighted to prepare yourbreakfasts, light lunches and make sure you feel at ease at all times. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 43
    • CHARTER AZIMUT 86S 2007 - CHIMERA Olbia, ItalyAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 This azimut 86 s from the open line is perfectly equipped for charter in the mediterranean and - thanks to her sliding roof top - offers great deck space and comfort at anchor. She is also a very fast and silent yacht featuring 2 arneson surface drives. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 44
    • CHARTER AZIMUT 103 SL 2007 - THE SULTAN’S WAY 007 Malw, MaldivesSleek lines and vast spaces, elegant interiors full of light, formidable performance: the new open Azi- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011mut 103, flagship of the s range, is a masterpiece of sporting design, sophistication and technology. Forthe first time in the history of maldives tourism, it is now possible to charter a locally based crewedyacht to explore the maldives in style. The delightful Maldivian crew will introduce your guests tothe best sights, locally inhabited islands, luxury resorts or pristine reefs for underwater exploration.Guests have a choice of venue for meals on board or perhaps a beach BBQ on the edge of a reef or sandbank. the choices are many and the maldives offer a wealth of beauty and special culture.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 45
    • CHARTER AZIMUT 103SL 2008 - GOGAMIGOGA Varazze, Italy Azimut has now set important new standards in the design of open boats with its 103s, a prestigiousAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 sports yacht where the focus is on freedom. You can enjoy the lounge and cockpit as one single large open space. There is also freedom to enjoy the stunning beauty of the latest styling with the reliability and performance created from the best azimut innovation and technological research.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com46
    • CHARTER AZIMUT 105 2008 - LAURA 1 Rome, ItalyLarge azimut flybridges. The 105 is a two and half deck megayacht over 32.808 yards long, with a sleek, AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011exuberant design and luxury interiors. Neoyachting is very pleased to introduce you to our brand newazimut 105. Delivered in may 2008, her prime location in genoa will allow you to discover the best ofitaly and the french riviera: portofino and the liguria coast, corsica and sardinia, st tropez, monacoand the french riviera.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 47
    • CHARTER AZIMUT 50 2005 - PRETTY WOMAN Juan Les Pins, France Pretty woman is an azimut 50, one of the most popular yacht in the flybridge range. Pretty womanAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 is ideally located in the private harbor of port galice in juan-les-pins, close from the vibrating city of cannes. Mark tremlin, captain of pretty woman will be your guide to the french riviera and will be delighted to prepare your breakfasts, recommend the good restaurants and make sure you feel at ease at all times!. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com48
    • CHARTER AZIMUT 85 2008 - 4FUN Nice, FranceDiscover the new yachting class…the charter club is very pleased to introduce you to our spectacular AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011azimut 85 fly.delivered in may 2008, her prime location in Nice (French Riviera) will allow you todiscover the best of italy andfrance: portofino and the liguria coast, Corsica and Sardinia, St Tropez,Monaco and beyond. The incredible volume on this yacht will make you feel on a 100-foot yacht. My4fun features stabilization at anchor, a deck jacuzzi and 4 cabins among which 3 with double beds... Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 49
    • CHARTER AZIMUT 98 2007 - MY LEONARDO Propriano, Corsica, France MY Leonardo is one of our most successful yacht thanks to the incredible design and features of thisAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Leonardo by Azimut, but especially thanks to an incredible crew driven by Gwenael Bouillé. note: Leonardo features 4 among which 3 cabins with double beds... Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com50
    • MARKETING OLIVIER BAELDE by Editor Luxury Yacht charter marketing and social media marketing Your website is the online face of your company, orga- nization. It must reflect what you are, what you do, and how you do it; it is how current and potential customers view you and, in many cases, interface with you. A bad website will turn customers off to your brand or com- pany, while an outstanding website will create new and more loyal customers. It’s something you can’t take for granted. G iven the increasing reach of social networks, database or CRM system as a backup. To increase luxury it represents an amazingly large audience for yachts occupation rate, a dedicated mini site coupled your website content. Even when you’re creat- with an online brochure and linked to social networks ac- ing content outside of a social network on your own site, counts makes wonders in terms of clearly presenting the you should strive to encourage sharing. Cross-promoting yacht features and amenities. Direct contact and reserva- content and driving traffic from your website to your tion forms will enable the clients to get in touch with a social networks accounts (and vice versa) is an important dedicated account manager able to present and add his part of a smart inbound marketing strategy. personal touch in terms of services. H S owever, when marketing luxury yacht offered for imply placing a luxury yacht in a central listing sys- charter, directing potential clients back to your tem does not offer the same level of service to theAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 site should be preferred. It will give your company client who may get a different reservation agent ev- the opportunity to present your serivces and yachts in a erytime. Bringing personal service to clients will achieve more formal setting. a lot in terms of customer retention. As well, a dedicated site and brochure to market a luxury yacht will avoid be- A s well, your site will provide direct means of ing “lost in the crowd” among the 50 other yachts in the contacts either through phone numbers or an central listing fleet. inquiry form. The inquiries and contacts informa- Y tion are the key to increase your customer base. You need ou can manage rates and locations offered while to make sure that you will receive all inquiries without getting over time a mailing list of clients and inter- failure or risk of interception by a third party company. A ested persons who contacted your company about well structured inquiry system will send a notification the yacht. It will allow you to build marketing campaigns to the reservation agents and save all inquiries in the and send newsletters with added knowledge of your52
    • marketing services for luxury yachts, you must always take into account the singular needs of each client and ultimately assess the level of services they want to find when selecting your company for their yacht reserva- tion. P roviding a highly responsive and customized service will set your company above the competition. The strategy “ development portion of a social media campaign is crucial for the success Ccustomers requirements. Building a lients chartering luxury yachts of a company. You mustdirect relationship with past clients are used to a high level of per-by offering an online feedback form sonal service and will be more ask and answer theafter the charter period will increase tempted to go with a more personal appropriate and relevantthe level of understanding questions to develop theand needs requested by yourclients. Furthermore, a dedi- right campaign: Whatcated website with a reserva- social sites are yourtion system for a luxury yacht target market currentlywill alllow you to improve using? How much time isthe “differentation factor”. needed to consistently AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011While most central agencylistings will provide a single interact with your socialpage of information about a community?yacht with a few pictures, adedicated site will allow youto include videos and imagegalleries of the yacht.Y ou will be as well able to pres- approach and contacts rather than ent the crew in a more interac- searching through a full list of yachts tive way. in order to compare all features or amenities. When providing charter 53
    • SOLUTIONS Yacht Brokerage Solution 360 architecture to reach your clients everywhere The mobile access is T he Yacht Brokerage Solu- tegrated with 15 social networks “ becoming more and more the first mode of access to information tions for joomla was de- signed to answer the needs of yacht brokerage or dealership com- panies. It provides extensive features through APIs and generates high quality yacht PDF brochures and monthly magazines.AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 and content. We could not found in the competition. We took great care of integrating our solutions with more than 15 social not ignore this fact The Yacht Brokerage solution includes networks APIs in order to automati- in the roadmap and lead request management to store all cally distribute the listings informa- development strategy of yacht requests. As well different re- tion to your social networks accounts quest forms for financing, insurance, without extra work on your side. Now- our solutions.” storage, transport, survey store all re- adays, publishing yacht listings on quests in tables accesssible through your web site is not enough to reach maintenance screens in the adminis- potential buyers. tration panel. A good marketing strategy is to reach propects where they are most likely The Yacht Brokerage solution is in- to be.54
    • Scheduled for the end During the summer 2011, ThE appS will close“ of the year 2011, Our yachting solutions will include an iphone “ we will be prototyping the iphone and ipad apps, The development “ the circle of our 360 architecture where you will be able to app and an ipad app will be conducted reach your potential in order to reach during the last clients through all your potential clients quarter of 2011 with a available channels: wherever they are.” scheduled release date oNLINE,oFFLINE,MOBILE.” of december 2011.”E xtensive and powerful fea- requests while keeping an history. tures are included in the Yacht Administration: Front-End and Back Broker Contacts Brokerage solution for joomla: end administration. Allows multiple Brokers, Brokerage companies haveDetailed yacht listings maintenance brokers managing their listings in an extended set of fields in order toscreens, High quality PDFs genera- the front end. enter all their contact information.tion, Social networks posting, RSS Offices location and contacts man-and XML feeds syndication, Web Listings Management agement is included for brokerageServices synchronization, CRM area. Pre-loaded templates for Sailboats, companies with several locations. Power Yachts. Fields and tabs canThe Yacht Brokerage solution allows be published or unpublished from Lead Managementa yacht broker/dealer company to the backend. Flexible layout. Different Online forms allow sitemanage and promote online an in- visitors to request more informa-ventory of new and used boats. Validations Tables tion, a yacht visit, financing... All the AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Over 110 validations pre-loaded: requests are saved in tables. emailThe Yacht Brokerage solution al- yacht make , engine make, elec- notifications are sent to brokers andready includes custom templates tronic, electrical.... offering a turn- broker can process the request ac-for motor yachts and sailboats. key solution. cordingly.The Yacht Brokerage solution allows Sales Cycle Forms Builderto present professionally the inven- Built-in Sales cycle allowing to All Online forms are linked to atory while giving a very quick ad categorizes the yachts : for sale/ data dictionary allowing to add oreasy management interface to the contract pending/sold. Sales cycle change fields for a specific forms.brokers and dealers. A lead man- steps can be modifiedbased on theagement area gives the opportuni- company’s process. Bulk Images Uploadty to brokers to manage quickly the Images are uploaded through a 55
    • SOLUTIONS flash utility allowing for the bulk upload and resizing of the listing images without timeout. Social Media Mar- keting Powerful and integrated APIs: Powerful & Integrated Syndication Services: Our Solution offers a very pow- erful synchronization tool in order to increase instantly the visibility of the listings in the Longitude 64 Yachting Network composed of over 40 web sites (and growing) targeting the yachting and luxury markets. The Yacht Brokerage Solu- tion is integrated through APIs with several social net- works in order to maximize counts will appear constantly maintained the exposure of the listings. and will help to turn visitors into followers Magazines Publishing A manual scheduler is ac- or fans extending once again the visibility The Yacht Brokerage solution for joomla cessible through the control of your yacht listings. generates high quality PDF magazines. All panel maintenance screen PDF magazine listings include a qrcode in order to post manually If your brokers had to manually update 15 generated in order to offer a quick access to to social network. However social networks, they will spend a consid- the listing from mobile phones. Companies the recomended way is to erable amount of time to do a repetitive using the Yacht Brokerage solution can now use the application cronjob work. present high quality corporate magazines scripts in order to schedule Current integrations with Social networks to clients and prospects. We can generate automatic postings at regu- APIs are: Facebook, Twitter, Scribd, Issuu, every month a monthly corporate maga- lar intervals. Slideshare, Flickr, Docstoc, Flickr, Picasa, zine with current listings. We can create Youtube. custom design for the magazines matchingAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 This outstanding integra- the company’s graphic chart for an addi- tion allows a brokerage Automatic XML Feed Generation is inte- tional cost. company to update auto- grated with: Olx, Vast, Oodle. matically major social net- 0 High quality PDF Generation works as soon as an update Automatic yachting XML Feed Generation is made to a yacht listing. It is integrated with: The Yacht Market, Boat The Yacht Brokerage solution for joomla brings constant updates to 24, Boatshop 24, Boats and outboards, generates high quality magazines. Maga- social networks accounts Boards & Outboards, Jameslist... zines are generated by our platform as a making them live and al- special service to clients using our yachting waqys brigning new con- It uses the openmarine xml standard. solution. tent or images. (www.openmarine.org) Your social networks ac- The integration with social networks is56
    • The Yacht Brokerage Solution is integrated eration of an xml file compatible with the“ through APIs with several social networks in order to maximize the exposure of the listings.” Indesign workflow. This integration provides the best solution to create and generate a magazine includ- ing articles and current yacht listings. It al- lows brokerage companies to provide on done through the Social Media Posting a regualr basis news and events as well as Scheduler. It allows to upload automatically the current yachts available for sale. the PDF magazines to scribd.com, docstoc. com, issuu.com, slideshare.net, box.net. The PDF magazines generated can be accessed Social Media Posting Scheduler is accessed through an online viewer directly on a cli- through a maintenance screen. (useful ent’s website. And at the same time, it is when you make frequent changes and posted in all the online documents sites need a revised copy immediately), or the maximizing the visibility and exposure. tasks scheduled can be run at regular inter- vals through an automated task (cronjob). By distributing electronic versions in PDF format, you decrease dramatically produc- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 A monthly magazine (electronic or printede tion and printing costs while giving to po- version) allows to establish your brand by tential customers a format suitable to read providing to potential clients a document offline. they can read offline with all your listings and contacts. We generate several magazines in our stan- dard foramt every month in order to maxi- 0 Adobe inDesign Workflow inte- mize the exposure. We can as well design a gration specific format for customers who want to create their own corporate magazine while We are able to generate monthly maga- including all the yachts currently for sale. zines in Adobe Indesign through the gen- 57
    • Latitude 26 media agency London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch
    • yacht brokerageThe Yacht Brokerage Solution for joomla was designed to answer the needs of yacht brokerage or dealershipcompanies. It provides extensive features not found in the competition.The Yacht Brokerage solution includes lead request management to store all yacht requests.As well different request forms for financing, insurance, storage, transport, survey store all requests intables accesssible through maintenance screens in the administration panel.The Yacht Brokerage solution is integrated with 15 social networks through APIs and generates high qualityyacht PDF brochures and monthly magazines.We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-cally distribute the listings information to your social networks accounts without extra work on your side.Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-ing strategy is to reach propects where they are most likely to be. brokerage - dealerships - social networks - Syndication - magazines - brochures - marketing
    • AZIMUT yacht clubwww.azimut-yachtclub.comYacht BrokerageYacht Charter
    • TIPS THIS MONTHI Tips to n social media, generating prospects usually means driv- ing traffic to a website whereyou can collect lead information.01 One of the reason every com- pany should have a blog is be- find Prospectscause it adds text to the company web-site that attracts search engine traffic.Also, your blog can build a subscriberlist of people who read the contentregularly. Companies use blogs to haveconversations with potential clients orcustomers and build credibility withinthe industry.02 Facebook has a wide array of options for companies, includ-ing, groups, fan pages, applications, andFacebook Connect. Facebook fan pagesare similar to groups, except they areusually named after the company. Withfan pages, your company can importblog posts, videos, and fans are able toleave messages on the wall. One specialfeature of fan pages is that people whoare fans can recommend the fan pageto their entire friend list at once. This is friends and colleagues online. It’s all and such between friends and family.unlike almost every other Facebook fea- about finding something you like and Social networking sites, such as Face-ture, which only lets a user invite 20 of then letting others know about it. So- book and MySpace, offer media shar-his or her friends per day. cial bookmarking services are great ing features; in fact, Facebook is prob- ways to spread timely and interesting ably the number-one photo sharing At this point, your company has its content. site on the Web.lead list. Now, you can integrate this The most notable bookmarks on But there are lots of sites dedicat- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011lead list with your current process and these sites quickly turn viral, as one ed solely to sharing specific types ofstart reaping the benefits of using so- user after another shares his or her media online. All of these sites workcial media as part of your company’s links with other users. Because of this, in a similar fashion. Users upload theirlead generation strategy. you want to make it easy for users to media photos, movies, whatever to bookmark content on your website the site. The uploaded media are0 Social bookmarking ser- and blog. made available either publicly to ev-vices eryone on the site or privately to se-Sometimes called social news sites 0 Social Sharing with Flickr lected lists of friends and family.represent a subset of features found and YouTube Other users, invited or otherwise,on a social network. A social book- One interesting aspect of the social then view the uploaded media asmarking service lets users save and Web is social sharing, the passing they wish.share their favorite web pages with around of pictures, movies, music, 61
    • ONLINE PR
    • UnderstandingOnline PRPublic relations has always been an interesting compo-nent of the marketing mix. It’s not like advertising be-cause you don’t pay for placement. And it’s not like directmail because you can’t directly track results. Like traditional PR, online PR is all about influencing peo- - Amateur contributors to various review and sharing web- ple It’s not about buying placement; it’s about generating sites word-of-mouth attention Of these influencers, only the first group writers, colum-. But who do you influence online—and how? That’s where nists, and reviewers are similar to your traditional media online PR differs from the traditional model. targets. After all, a paid reviewer for an online publication When we’re talking online PR, we’re talking about influenc- isn’t that much different from a reviewer for a print maga- ing a different group of people than you do with traditional zine or newspaper. PR. But the other influencers on this list are much, much differ- Old-school PR is about influence of traditional media news- ent from the people you’re used to dealing with. First of all, papers, magazines, radio, and television. most of them aren’t paid professionals. Now, you can still use online methods to influence the Your goals with online PR should be similar to what you’ve people in these traditional channels (which is discussed always tried to achieve with traditional PR. In fact, many of shortly), but there are a whole other group of people on- the activities are the same you write press releases, estab- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 line to target. lish relationships with key contacts, and follow through to Online PR deals with another group of influencers. These see if your efforts bore fruit. are people who’ve become trend setters to their online fol- That said, one of the key differences between online and lowers; a mention or endorsement from one of these folks traditional PR is the interactive conversations that develop is as good as gold. online. Whereas traditional PR is pretty much a one-way ef- Who are these online influencers? It’s a diverse group, in- fort (you put the press release out there and that’s that), cluding the following: online PR is a two-way street. That’s because a significant - Professional writers, columnists, and reviewers for various portion of your online PR efforts are targeted at customers, websites encouraging them to contact your company directly. - Bloggers, both personal and professional - Twitterers with large and loyal followings - Facebookers with similarly large and loyal followings 63
    • SOLUTIONS OLIVIER BAELDE by Editor Yacht Charter Solution Most advanced yacht charter marketing solution: In- tegrated social media posting and marketing, printed or electronic magazine version, xml feeds syndication, online availability calendar... T he Yacht charter reservation Solution for joom- to be. la was designed to answer the needs of yacht Extensive and powerful features are included in the charter companies. It provides extensive fea- Yacht Charter Reservation solution for joomla: Detailed tures not found in the competition. The Yacht Charter yacht information, crew presentation, amenities, avail- Reservation solution includes reservation requests and abilities maintenance screens, High quality PDFs genera- quotes management as well as online availability calen- tion, Social networks posting, RSS and XML feeds syndi- dars. cation, Web Services synchronization, CRM area. Also present, info request and reservation forms store The Yacht Charter Reservation solution allows a yacht all requests in tables accesssible through maintenance charter company to manage and promote online a char- screens in the administration panel. ter fleet.AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 The Yacht Charter Reservation solution is integrated with The Yacht Charter Reservation solution already includes 15 social networks through APIs and generates high custom templates for motor yachts and sailboats. quality yacht PDF brochures and monthly magazines. We took great care of integrating our solutions with more The Yacht Charter Reservation solution allows to present than 15 social networks APIs in order to automatically professionally the fleet while giving a very quick and easy distribute the listings information to your social networks management interface to the reservation agents and accounts without extra work on your side. fleet managers. Nowadays, publishing yacht listings on your web site is A request and quote management area gives the oppor- not enough to reach potential buyers. A good marketing tunity to reservation agents to manage quickly the re-64 strategy is to reach propects where they are most likely quests while keeping an history.
    • mation. Offices location and contacts management is included for charter companies with several locations. 0 -Requests Management Different Online forms allow site visi- tors to request more information or reservation. All the requests are saved in tables. email notifications are sent to reservation agents. They can pro- cess the requests accordingly. Forms Builder: All Online forms are linked to a data dictionary allowing to add or change fields for a specific forms. 0 Bulk Images Upload Images are uploaded through a flash utility allowing for the bulk upload and resizing of the listing images without timeout. The mobile access is0 AdministrationFront-End and Back end adminis-tration. Allows multiple reservation rizes the requests and reservations: pending, waiting for signed contract, waiting for deposit, reservation con- firmed. “ becoming more and more the first mode of access to informationagents to manage the fleet and content. We couldand reservation requests in thefront end. not ignore this fact in the roadmap and0 Fleet Management development strategy ofFleet Management: Pre-loaded our solutions. Scheduledtemplates for Sailboats, Power for the end of the year AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011Yachts. Fields and tabs canbe published or unpublished 2011, Our yachtingfrom the backend. Flexible lay- solutions will includeout. an iphone app and an ipad0 Validation Tables app in order to reachOver 110 validations pre-load- your potential clientsed: yacht make , engine make, 0 Reservation Agents wherever they are.electronic, electrical.... offering a turn-key solution. Reservation agetns and charter com-Charter Reservation Cycle: Built-in panies have an extended set of fieldsreservation cycle allowing to catego- in order to enter all their contact infor- 65
    • Latitude 26 media agency London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch
    • yacht CharterThe Yacht charter reservation Solutions for joomla was designed to answer the needs of yacht charter com-panies. It provides extensive features not found in the competition.The Yacht Charter Reservation solution includes reservation requests and quotes management as well asonline availability calendars.Also present, info request and reservation forms store all requests in tables accesssible through mainte-nance screens in the administration panel.The Yacht Charter Reservation solution is integrated with 15 social networks through APIs and generateshigh quality yacht PDF brochures and monthly magazines.We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-cally distribute the listings information to your social networks accounts without extra work on your side.Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-ing strategy is to reach propects where they are most likely to be. charter - social networks - Syndication - magazines - brochures - marketing
    • SOLUTIONS Docks & Slips Solution T he Docks & Slips Solution and monthly magazines. The Docks & Slips Solution “ is integrated through APIs with several social networks in order to for joomla was designed to answer the needs of real estate agencies specializing in the sale and rental of yacht slips. It provides extensive features not We took great care of integrating our solutions with more than 15 social networks APIs in order to au- tomatically distribute the listings maximize the exposure found in the competition. information to your social networks of the listings. A manual accounts without extra work on The Docks & Slips solution includes your side. scheduler is accessibleAZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 lead request management to store through the control all yacht slips requests. Nowadays, publishing yacht listings panel maintenance screen on your web site is not enough to As well different request forms reach potential buyers. A good mar- in order to post manually for financing, , slip rental, slip pur- keting strategy is to reach propects to social network or chase store all requests in tables where they are most likely to be. through a cronjob script accesssible through maintenance screens in the administration panel. in order to schedule Extensive and powerful features The Docks & Slips solution is in- are included in the Docks & Slips automatic postings at tegrated with 15 social networks solution for joomla: Detailed yacht regular intervals” through APIs and generates high listings maintenance screens, High quality yacht slips PDF brochures quality PDFs generation, Social net-68
    • The Docks & Slips Companies using the The Ipad app version“ solution for joomla generates high quality PDF Brochures. All “ Docks & Slips solution can now present high quality brochures. “ has a scheduled release date of december 2011. The ipad flyers and brochures We can create custom app will include as include a qrcode design for the PDFs and well the access to the generated to offer a brochures matching full versions of the quick access to the the company’s graphic monthly magazines.” listing from mobile.” chart .”works posting, RSS and XML feeds ment is included for agencies withsyndication, Web Services synchro- 0 Listing Management several locations.nization, CRM area. Pre-loaded templates for slips pre- sented for sale or for rent. Fields 0 Lead ManagementThe Docks & Slips solution allows and tabs can be published or un- Different Online forms allow site vis-a real estate agency to manage published from the backend. Flex- itors to request more information, aand promote online an inventory ible layout. visit, financing... All the requests areof yacht slips fro sale or rental. The saved in tables. email notificationsDocks & Slips solution already in- 0 Validation tables are sent to agents and agents cancludes custom templates for slips Over 110 validations pre-loaded: process the request accordingly.for sale and for rent. length unit, draft unit.... offering a turnkey solution. 0 Forms BuilderThe Docks & Slips solution allows All Online forms are linked to a AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011to present professionally the inven- 0 Sales Cycle data dictionary allowing to add ortory while giving a very quick ad Built-in Sales cycle allowing to cat- change fields for a specific forms.easy management interface to the egorizes the slips : for rent/for sale/agents. A lead management area contract pending/sold. Sales cycle 0 Bulk Images Uploadgives the opportunity to agents to steps can be modified based on the Images are uploaded through amanage quickly the requests while company’s process. flash utility allowing for the bulkkeeping an history. upload and resizing of the listing 0 Agents Contact images without timeout.0 Administration Agents, agencies have an extend-Front-End and Back end administra- ed set of fields in order to enter alltion. Allows multiple agents man- their contact information. Officesaging their listings in the front end. location and contacts manage- 69
    • Latitude 26 media agency London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch
    • docks & slipsThe Docks & Slips Solution for joomla was designed to answer the needs of real estate agencies specializingin the sale and rental of yacht slips. It provides extensive features not found in the competition.The Docks & Slips solution includes lead request management to store all yacht slips requests.As well different request forms for financing, , slip rental, slip purchase store all requests in tables ac-cesssible through maintenance screens in the administration panel.The Docks & Slips solution is integrated with 15 social networks through APIs and generates high qualityyacht slips PDF brochures and monthly magazines.We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-cally distribute the listings information to your social networks accounts without extra work on your side.Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-ing strategy is to reach propects where they are most likely to be. Slips for sale - slips for rent - social networks - syndication - magazines - brochures - marketing
    • EVENTS 02 03 01 04AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 01 Baltic Yachts 02 Baron Trenck 03 Novurania 04 Feadship Sea trials success for Eurocraft has confirmed Novurania seeks new Feadship has launched Baltic’s 66.7 m Hetairos the delivery of its first distribution route in the fifth hull in its F45 explorer vessel Mediterranean range72
    • EVENTS News around the world Abu Dhabi MAR acquires HDW Gaarden Abu Dhabi MAR has confirmed the acquisition of Kiel-based shipyard HDW Gaarden, formally part of ThyssenKrupp Marine Systems AG. The newly formed company, operating as Abu Dhabi MAR Kiel GmbH, will retain the existing infrastructure, including all 172 employees, and continue with its current projects. These include a 75m supery- acht that is currently under construction.Captain’s Holland Yachtforum ExperienceNew Zealand embraces superyacht Cannes first stop for Holland Yachtindustry with captains’ forum Experience Cannes has been elected ‘home’ by a Marina AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011Delegates attending the Superyacht pioneering business that showcasesCaptains Forum, which takes placefrom 15 to 16 September 2011, can the best of Dutch yacht building and marine services under one roof. Programmelook forward to a wealth of informa- The Holland Yacht Experience, which IGY marina programme partners withtion that will supplement the ex- opens in the middle of the Cannes Kornreich and Merril Lynch. Islandpected surge in superyacht business International Boat Show on 8 Sep- Global Yachting (IGY) has announcedin New Zealand in 2012, said Chair- tember, is an office complex in the a new strategic partnership for its re-man Garry Hassall. redeveloped harbour of Port Canto. launched marina loyalty programme. . 73
    • DESIGN 02 03 01 04AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 01 Tony Castro 02 Newcruise 03 Guido de Groot 04 Sunrise Tony Castro unveils Newcruise unveils Guido de Groot Design Sunrise Yachts designs for 35 metre superyacht project has unveiled a new introduce new 50 metre superyacht Rebel project, the Selene 128 Espen Oeino design 74
    • DESIGN Yacht Design News MCC goes neo classic MCC Design will display a model of this project at the Monaco Yacht Show. Stylistically The Neo Classic is a blend of modern minimalist simplicity coupled with classically efficient hull design. The classicism is at its strongest in a bow that goes beyond a simple vertical line to an even more graceful slightly curved one echoing the 19th century dreadnought bow.Ned Ship Pearl 75Group selected designStrand-Craft and the designer of the Pearl Motor Yachts, one of the UK’sSC 122 and SC 166 projects, Eduard leading luxury yacht builders, hasGray, have selected NedShip Group announced a special collabora- Superyacht AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011as their preferred shipyard, able to tion with a world renowned Britishbuilt these designs to the highestpossible standards. The success of interior designer. Kelly Hoppen MBE is one of the most in-demand interior explorerthe project does not only rely on the designers in the country. Kelly has To spend leisure time with family andextraordinary look of these yachts, been brought on board to design the friends, as well as to explore the seabut also on the use of advanced light luxury interior of the flagship Pearl in an adventurous manner are de-weight composite materials as Epoxy 75, which will be launched in early mands that the new explorer shouldand Carbon. 2012. meet. 75
    • Custom Luxury Real EstateFor advertising and promotional opportunities online and in our magazines:Latitude 26 Media Agency - www.latitude26.chCrans Montana: +41 (0)27 483 12 20 - London: +44 (0)20 7078-4226 - Miami: +1 (305) 394-9652Skype: latitude26.ch
    • Yachting : Yacht Charter & Yacht BrokerageLuxury Niche media specialists - Connect your business to affluent and target-ed readers online, in print, in social networks or on ipad across the world.We manage The Yachting Network and The Realty Network as well as 10niche magazines in the luxury yachting and luxury real estate markets. Yourmessage will reach high net worth individuals.Welcome to Latitude 26 Luxury Niche Media and Vertical Markets AgencyWe specialize in coupled online and offline luxury marketing strategy and social mediamarketing campaigns.
    • Yacht Brokerage & Charter Stay current with the yacht brokerage and yacht charter industry and subscribe to Azimut Yacht Club 12 issues a year with listings of yachts proposed for Brokerage or Charter. With a subscription you save up to 25% of the cover price and never miss an issue. Don’t miss this great oppor-tunity. Go on our website and fill in the form. We offer a printed version, an electronic version and an ipad version.
    • You can purchase subscriptionsdirectly on our website or throughthe following online stores: Ama-zon.com, Issuu.com, Scribd.com.Our ipad version can be down-loaded from our website. AZIMUT YACHT CLUBYA C H T B R O K E R A G E & C H A R T E R
    • www.longitude64.ch List your Yachts Yacht Marketing Services Yacht Registration BVIs Swiss Corporation & Yacht Registration Packages Swiss FinancingCrans Montana, VS - SwitzerlandPhone: +41 (027) 483 12 20