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Princess Yacht Club magazine - Yacht Brokerage - September 2011 issue


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Princess Yacht Club magazine - Princess Yacht Brokerage and Princess Yacht Charter - September 2011 issue. Visit for details. editor-publisher: Olivier Baelde

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Princess Yacht Club magazine - Yacht Brokerage - September 2011 issue

  1. 1. YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY PRINCESS YACHT CLUB | ISSUE SEPTEMBER 2011 YACHT BROKERAGE Social Media Strategy and APIs integration YACHT CHARTER Inbound Marketing Strategy for Luxuy yachts ONLINE PR TIPS TheManaging brand awareness onlne BOAT SHOWS Mobile Fall Boat Shows Calendar apps ag e r ke Yacht BroFOCUS Marketing for the yachting industry 1.99£
  2. 2. M o s t a d v a n c e d m a r k e t i n g LONgITUDE64
  3. 3. 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: email: skype: longitude64 facebook: twitter:
  4. 4. contents LONGITUDE64 EDITOR’S LETTER 8 EDITOR LETTER Welcome to the Princess Yacht Club magazine 12 LONGITUDE 64 A new approach to yacht brokerage and yacht charter marketing 16 SOCIAL MEDIA MARKETING Establishing an efficient social media marketing strategy becomes now a reality for yacht brokerage and yacht charter companies. 20 SOCIAL NETWORKS Advantages of using APIs integration to post automatically to social networks. 27 BOAT SHOWS CALENDAR Boat show events taking place in september 2011 26 08 YACHT BROKERAGE LISTINGS Princess Yacht brokerage listings for the month of september 2011 presented by brokerage companies using our yacht brokerage solution FEATURES Yacht 38 YACHT CHARTER MARKETING Inbound marketing strategy for Brokerage luxury charter yachts and Charter 40 YACHT BROKERAGE SOLUTION Marketing 24 Presentation of the yacht brokerage solution for joomla. Features and advantages 47 Find ProspectsPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Using social media to find prospects.04 32
  5. 5. 4249 Online PR 56 Understanding online PR and how to use it to create brand awareness50 YACHT CHARTER SOLUTIION Presentation of the yacht charter solution for joomla. Features and advantages54 DOCKS & SLIPS SOLUTION Presentation of the docks & slips solution for joomla. Features and advantages 60 YACHT DESIGN NEWS Yacht design news for59 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 .
  6. 6. THE YACHTING NETWORK 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:
  7. 7. Social Media MarketingSocial Networks IntegrationSuperyachts MarketingDedicated SuperyachtsReservation SitesYacht Brokerage SolutionsYacht Charter SolutionsCorporate MagazinesCreation
  8. 8. EDITOR’S LETTER OLIVIER BAELDE by Editor PRINCESS YACHT CLUB PUBLISHER/EDITOR Welcome Olivier Baelde Marketing solutions Magazines are available in ADVERTISING MGR printed and electronic ver- for yacht broker- James Blackburn sions. age , yacht charter 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 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. worldwide on different me- dias their yachts for sale or PR MGR charter fleet. Web Solutions Antoine Bonvin We developed over the last 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- listings websites. ture, cloud hosting. SOCIAL NETWORKS MGR Furtermore, a very pow- Sven Nicklasson erful social network inte- Mobile Solutions 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 on a worldwide basis with Join usPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 a minimum of efforts on their side. 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
  9. 9. PRINCESS YACHTS 45, 2003, 295.000 €Nautic AvenuePatrick BaertFrance (+33) ((0)9) 54 22 80 56Visit for full details - Web id: 14
  10. 10. PRINCESS YACHTS V50, 2004 358.000 €Nautic AvenueCedric DIBIANCAFrance (+33) ((0)9) 54 22 80 56Visit for full details - Web id: 17
  11. 11. PRINCESS YACHTS V50, 2004, Provence Côte d’Azur France, 358.000 € Super V50 ,état neuf, peut servi seulement 210h. bateau a voir.Specs: LOA:15 metres Beam:4 metres - VOLVO 715hp - DieselWeb id: 17 - Price: 358.000 € Tax Paid
  12. 12. 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 solutions an integrated platform able powerful platform to increase the vis-PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 order to review luxury yachts for sale or charter. A printed version still has to deliver online and offline visibility ibility of their listings. 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- 12
  13. 13. 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 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. PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011T 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- 13
  14. 14. 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-PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 implementing a marketing strategy egyh. All third party listings sites rely must be closely watched. 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, the 14
  15. 15. 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 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- PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011tions with a large array of APIs. Clients using our yachtingsolutions 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 15
  16. 16. PRINCESS YACHTS P67, 2006 Poole, 990.000 €Carine YachtsAndrew NobleUnited Kingdom (+44) (01202) 901-721Visit for full details - Web id: 7
  17. 17. PRINCESS YACHTS P67, 2006, Finland, 990.000 € Princess P67 (2007) with MAN1100 (1100hp each) is a fantastic example of the much sought after model of oneof the most prestigious examples of Princess Yachts, renowned for its timeless ele-gance and stylish design. She is in fantastic condition with only 300 hours! Please donot hesitate to enquire with us for further information or indeed to arrange a view-ing.Specs: LOA:68 feet Beam:17 feet Draft:4 feet - MAN 1100hp - DieselWeb id: 7 - Price: 990.000 € Tax Not Paid
  18. 18. 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-PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 dium, social media requires a well-thought out market- 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 before 18
  19. 19. 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, PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 pany activities automatically through your MySpace? Companies that build a large eq- 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- 19
  20. 20. 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., 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-PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 tion with your website is to consumers. Here are some of the most alize that once they put the message out 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-20
  21. 21. 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 PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 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 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 21
  22. 22. SHOWS 09 16 07 21PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 7 Cannes 9 Tampa 16 Southampton 21 Monaco September 7 - 12 September 9 - 11 September 16 - 25 September 21 - 2422
  23. 23. SHOWS Boat Shows September 2011 Cannes International Boat & Yacht Show Europe’s leading in-water exhibition, the Festival de la Plaisance de Cannes is a unique venue offering showgoers the opportunity to preview the finest jewels of the sea. September 7 - 12, 2011Monaco Yacht SouthamptonShow Boat ShowThe Monaco Yacht Show presents the The UK’s leading outdoor Boat Showgreatest showcase of luxury yachting provides authentic experiences both PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011in the world. A high-end show guar-anteed by the meticulous selection on and off the water for a fun-filled day out for boaters, trade and the 46th Tampaof the exhibitors.September 21 - 24, 2011 whole family. September 16 - 25, 2011 Boat Show Expanded in-water display will show- case nearly three dozen best-in-class vessels, ranging in size from 40 to 97 feet! September 9 - 11, 2011 23
  25. 25. WORLD NEWS PRincess yacht club Yacht Brokerage Yacht Charter PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 25
  26. 26. PRINCESS YACHT CLUB Index EDITOR’S LETTER MOTOR YACHTS BROKERAGE PRINCESS YACHTS 23M, 2006, 1.495.000 € 27 PRINCESS YACHTS 45, 2003, 295.000 € 28 PRINCESS YACHTS 460, 2000, 250.000 € 29 PRINCESS YACHTS 57, 2004, £490,000 30 PRINCESS YACHTS 60, 1996, £250,000 31 PRINCESS YACHTS P67, 2006, 990.000 € 32 PRINCESS YACHTS PRINCESS 35, 1987, 87.000 € 33 PRINCESS 415, 1990, 106.400 € 34 PRINCESS 46 RIVIERA, 1993, 110.000 € 35 PRINCESS YACHTS V50, 2004, 358.000 € 36 PRINCESS YACHTS V65, 2002, 795.000 € 37PRINCESSYACHTCLUB • ISSUE SEPTEMBER 201126
  27. 27. BROKERAGE P R I N C E S S Y A C H T S 2 3 M , 2 0 0 6 , 1 . 4 9 5 . 0 0 0  € Poole, DOR, United KingdomPRINCESS YACHTS 23M, 2006, Spain, 1.495.000  € Princess Yacht 23m (2006 model) with twin CaterpillarC-30 (1570hp) engines. This Princess 23m has a British Flag and is owned by an Isle of Man Company. Shewas Launched in April 2006 and is Full MCA Coded for charter up to 12 persons. An and efficient V hull to-gether with draft reducing propeller tunnels make this boat achieves a max speed of up to 37 knots. Cruis-ing range of around 500nm at 25 knots. Very High specification including flybridge crane, tender, Jet Skiand all usual bbq and fridge choices on board. This boat is also fitted with very efficient hydraulic bow and PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011stern thrusters. Beautiful, spacious and enormously capable make the Princess 23M a pleasure all round.The perfect social and family yacht with the option to continue with it´s fantastic mooring in Puerto Banus.Recently had new carpets and relaquered wood through... - Specs: LOA:23 metres Beam:5 metres Draft:1metres - CATERPILLAR 1570hp - DieselWeb id: 10 - Price: 1.495.000 € Tax Not Paid Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 10 27
  28. 28. BROKERAGE P R I N C E S S Y A C H T S 4 5 , 2 0 0 3 , 2 9 5 . 0 0 0  € Fréjus, PR, France PRINCESS YACHTS 45, 2003, Provence Côte dAzur France, 295.000 € Bateau bein entretenu, stocké à sec 10 mois sur 12 - Specs: LOA:13 metres Beam:3 metres Draft:1 metres - VOLVO 480hp - Diesel Web id: 14 - Price: 295.000 € Tax PaidPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue Patrick Baert France (+33) ((0)9) 54 22 80 56 Visit for full details - Web id: 1428
  29. 29. BROKERAGE P R I N C E S S Y A C H T S 4 6 0 , 2 0 0 0 , 2 5 0 . 0 0 0  € Poole, DOR, United KingdomPRINCESS YACHTS 460, 2000, Marbella, Spain, 250.000 € Princess 460 flybridge yacht (2000 model) equippedwith twin Volvo diesel engines (430hp). Ideal entry level or family flybridge boat. Spanish flag, tax paid. -Specs: LOA:14 metres Beam:4 metres - VOLVO 430hp - DieselWeb id: 5 - Price: 250.000 € Tax Paid PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 5 29
  30. 30. BROKERAGE PRINCESS YACHTS 57, 2004, £490,000 Poole, DOR, United Kingdom PRINCESS YACHTS 57, 2004, Palma, Spain, £490,000 Princess 57 (2004 Model) with Volvo D12-715 EVC (715 Hp). This magnificent example has full service history and many additional extras within the specification. In very good condition, regularly maintained and low hours (390), she really is a vessel not to be missed. Benefitting from an upgraded 13.5 kw 150 Hz generator, reverse cycle air conditioning and much more, she is fully equipped. Please contact a member of our team at us for further information or indeed to arrange a viewing. - Specs: LOA:17 metres Beam:4 metres Draft:1 metres - VOLVO 715hp - DieselPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Web id: 11 - Price: £490,000 Tax Paid Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 1130
  31. 31. BROKERAGE PRINCESS YACHTS 60, 1996, £250,000 Poole, DOR, United KingdomPRINCESS YACHTS 60, 1996, Balearic Islands, Spain, £250,000 Princess 60 (1996 model) with twin MAN dieselengines (680Hp) She is a great example of one of Princess Internationals Ship Yards most popular models.Highly recommended and with the possibility of staying on her present mooring. Please do not hesitateto contact to contact us for more information or to arrange a viewing. - Specs: LOA:66 feet Beam:5 metresDraft:1 feet - MAN 680hp - Diesel PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011Web id: 9 - Price: £250,000 Tax Paid Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 9 31
  32. 32. BROKERAGE P R I N C E S S Y A C H T S P 6 7 , 2 0 0 6 , 9 9 0 . 0 0 0  € Poole, DOR, United Kingdom PRINCESS YACHTS P67, 2006, Finland, 990.000 € Princess P67 (2007) with MAN 1100 (1100hp each) is a fan- tastic example of the much sought after model of one of the most prestigious examples of Princess Yachts, renowned for its timeless elegance and stylish design. She is in fantastic condition with only 300 hours! Please do not hesitate to enquire with us for further information or indeed to arrange a viewing. - Specs: LOA:68 feet Beam:17 feet Draft:4 feet - MAN 1100hp - DieselPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Web id: 7 - Price: 990.000 € Tax Not Paid Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 732
  33. 33. BROKERAGE P R I N C E S S 3 5 , 1 9 8 7 , 8 7 . 0 0 0  € Fréjus, PR, FrancePRINCESS YACHTS PRINCESS 35, 1987, Provence Côte dAzur France, 87.000 € Place de port a vendre - Specs:LOA:10 metres Beam:3 metres Draft:1 metres - VOLVO 200hp - DieselWeb id: 15 - Price: 87.000 € Tax Paid PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue Cedric DIBIANCA France (+33) ((0)9) 54 22 80 56 Visit for full details - Web id: 15 33
  34. 34. BROKERAGE P R I N C E S S 4 1 5 , 1 9 9 0 , 1 0 6 . 4 0 0  € Fréjus, PR, France PRINCESS YACHTS PRINCESS 415, 1990, Provence Côte dAzur France, 106.400 € bateau bien équipé. - Specs: LOA:12 metres Beam:4 metres - VOLVO 306hp - Diesel Web id: 16 - Price: 106.400 € Tax PaidPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue Cedric DIBIANCA France (+33) ((0)9) 54 22 80 56 Visit for full details - Web id: 16 34
  35. 35. BROKERAGE P R I N C E S S 46 R I V I E R A , 1 9 9 3 , 1 1 0 . 0 0 0  € Fréjus, PR, FrancePRINCESS YACHTS PRINCESS 46 RIVIERA, 1993, Provence Côte dAzur France, 110.000 € - Specs: LOA:13 me-tres Beam:4 metres - CATERPILLAR 435hp - DieselWeb id: 13 - Price: 110.000 € Tax Paid PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue Eric CHAPPUIS France (+33) ((0)9) 54 22 80 56 Visit for full details - Web id: 13 35
  36. 36. BROKERAGE P R I N C E S S Y A C H T S V 5 0 , 2 0 0 4 , 3 5 8 . 0 0 0  € Fréjus, PR, France PRINCESS YACHTS V50, 2004, Provence Côte dAzur France, 358.000 € Super V50 , état neuf, peut servi seule- ment 210h. bateau a voir. - Specs: LOA:15 metres Beam:4 metres - VOLVO 715hp - Diesel Web id: 17 - Price: 358.000 € Tax PaidPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue Cedric DIBIANCA France (+33) ((0)9) 54 22 80 56 Visit for full details - Web id: 1736
  37. 37. BROKERAGE P R I N C E S S Y A C H T S V 6 5 , 2 0 0 2 , 7 9 5 . 0 0 0  € Poole, DOR, United KingdomPRINCESS YACHTS V65, 2002, Marbella, Spain, 795.000 € Princess V65 (2002) with twin diesel MAN (1300hp)engines. This is a great example of Princess Yachts most sort after model. She is fully fitted and has a long listof optional extras. She has comfortable accommodation for a total of 6 guests in 3 double cabins plus crew.Berthing in Puerto Banus can be arranged as well as delivery to any where in the Med. She is highly recom-mended and viewing is a must. - Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MAN 1300hp - Diesel PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011Web id: 4 - Price: 795.000 € Tax Paid Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit for full details - Web id: 4 37
  38. 38. 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 thePRINCESSYACHTCLUB • 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 your38
  39. 39. 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”. PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011While most central agency needed to consistentlylistings 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 39
  40. 40. 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- through APIs and generates high quality yacht PDF brochures and monthly magazines.PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 panies. It provides extensive features 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.40
  41. 41. 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 PRINCESSYACHTCLUB • 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 41
  42. 42. 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 createPRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011 Youtube. custom design for the magazines matching 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. ( Your social networks ac- The integration with social networks is42