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Longitude 64 Power Yachts Edition magazine February 2012 issue - Luxury Yacht Brokerage and Yacht Charter


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Longitude 64 MotorYachts Edition magazine February 2012 issue presents Luxury Yacht for Brokerage and Charter listings. All clients using our yachting solutions get their yacht listings printed in our monthly magazine. As well, it includes articles about social media marketing strategies applied to the yachting. February 2012 issue.

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Longitude 64 Power Yachts Edition magazine February 2012 issue - Luxury Yacht Brokerage and Yacht Charter

  1. 1. YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY LONGITUDE64 power edition | ISSUE 2 FEBRUARY 2012 YACHT BROKERAGE 5 digital marketing commandments for luxury brands YACHT CHARTER What to include in your social marketing strategy CHARTER YACHTING & SOCIALNETWORKS STRATEGY DESTINATION French Polynesia marketing mix Yacht brokerage BOAT SHOWS February Boat Shows ge Calendar listings a 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 Longitude64 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 26 SOCIAL MEDIA MARKETING Establishing an efficient social media marketing strategy becomes now a reality for yacht brokerage and yacht charter companies. 32 BOAT SHOWS CALENDAR Boat show events taking place in february 2012 38 YACHT BROKERAGE LISTINGS Yacht brokerage listings for the month of february 2012 presented by brokerage companies using our yacht brokerage solution Yacht 278 YACHT CHARTER LISTINGS Yacht Charter listings for the Brokerage month of february 2012 presented by charter companies using our yacht charter solution and Charter Marketing FEATURES 24 302 YACHT CHARTER MARKETING Inbound marketing strategy for luxury charter yachtsLONGITUDE64 • ISSUE FEBRUARY 2012 304 YACHT BROKERAGE SOLUTION Presentation of the yacht broker age solution for joomla. Features and advantages 311 Find Prospects Using social media to find prospects.04
  5. 5. 315 Online PR Understanding online PR and how to use it to create brand awareness318 YACHT CHARTER SOLUTIION Presentation of the yacht charter solution for joomla. Features and advantages322 DOCKS & SLIPS SOLUTION Presentation of the docks & slips solution for joomla. Features and advantages 334 YACHT DESIGN NEWS Yacht design news for326 NEWS AROUND THE WORLD Yachting events around the world february 2012 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 LONGITUDE64 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 SUBSCRIPTIONS MGR form using the latest tech- provide advanced features Danielle Chiocci nologies in terms of web 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- BUSINESS DEVELOPMENT lows the brokerage and uled for december 2011. It MGR charter companies using will add even more reach Glen Coburn our yachting solutions to to our solutions. gain maximum exposure on a worldwide basis with Join us a minimum of efforts on their side. Olivier BaeldeLONGITUDE64A • ISSUE FEBRUARY 2012 Publisher, Editor Then, our montlhy maga- London, zines generated through United Kingdom All correspondence should an InDesign CS5 workflow integration allows to gen- be addressed to erate on a monthly basis Latitude 26 magazines for every sites 88-90 Hatton Garden composing The Yachting suite 36 Network. London, EC1N 8PN United Kingdom 10
  9. 9. Longitude 64 BrokerageFor Sale: AZIMUT 50, 2007 - 615 000 Euros - Location: TurkeyThis Azimut 50 is in “As New” Condition. This is the 2 cabin version of this very popular yacht. This Azi-mut 50 was purchased in 2007 by the current owner and has only 200 hours. She was never char-tered and always well maintained by the current owner. Since it was purchased in 2007, the currentowner added a Zodiac tender in 2008 and a new Yamaha outboard in 2010. Crans Montana, VS, 3963, Switzerland - Telephone: +41 (0)27 483 1220 Skype: longitude64 - -
  10. 10. AICON 72 OPEN -2006 6 9 5 0 0 0 £ - TA X N OT PA I D Carine Yachts - Andrew Noble United Kingdom (+44) (01202) 901-721 www.carineyachts.comJUST REDUCED Aicon (2006 model) with twin Caterpillar engines (1550Hp) each. This is a stunning and sleek looking vessel. Built in2006 and commissioned in 2008, “JR” is being sold due to the owner up sizing, she is SSR registered and ready for immediate delivery.The owner will consider any reasonable offer.
  11. 11. CAMMENGA - 2011 1 4 5 0 0 0 0 £ - TA X N OT PA I D Carine Yachts - Andrew Noble United Kingdom (+44) (01202) 901-721 www.carineyachts.comThis Cammenga has had a complete rebuild in 2006 with new interiors, new engine room (engines, generators,etc), new electronics,new passarelle (2008), new paint job and new teak decks. She has an exceptional layout of 4 cabins + crew. The owner is a motivatedseller.
  12. 12. SOCIAL MEDIA 5 digital marketing commandments for Just like the luxury luxury brands “ products and services themselves, the quality of luxury digital marketing Lately people are talking about luxury democratic media in the world. relies on ideation and brands and digital marketing. “Is Digi- execution. A dress is not tal Killing the Luxury Brand?” Invari- 00 You shall democratize but inherently luxurious; ably, these discussions evaluate the not downgradeLONGITUDE64A • ISSUE FEBRUARY 2012 dangers of leveraging a wholly demo- the difference lies in its cratic platform in order to promote Luxury brands obsess over losing ex- design and high-quality a wholly exclusive industry. But, as clusivity in the digital space, but this manufacture. The same is usual, the discussion misses the point. concern puts the cart in front of the true of digital marketing horse. A luxury brand generates ex- The question is not if luxury brands clusivity by cultivating a block of con- media. ” can safely leverage digital media. The sumers who wish they could buy the question is how. With that in mind, brand’s products, but cannot afford 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- 14
  13. 13. gage not only their paying customers, but also people whowant but can’t have. 00 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. 00 You shall not steal from old media00 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-phy of models in the brand’s seminal trench coats. LONGITUDE64 • ISSUE FEBRUARY 2012What’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. 15
  14. 14. SOCIAL MEDIA For instance, they digitize a traditional strategy. Having a marketing TV spot by compressing and upload- ing to YouTube, or they post a print ad to Facebook. This blanket strategy weakens the “There is a sense of urgency asso- ciated with digital platforms,” , but luxury brands must be careful not to embrace a platform just because it’s “ strategy is good, but having a marketing strategy that works perception of luxury brands. Just as hot. Only those platforms that spring is great! Using social one wouldn’t put a 30-second static directly from a core brand ideal or media requires a careful print ad on TV, so should one avoid customer need can succeed without thought process, stealing traditional media by hawking diluting the brand itself. it in the digital space. strategic planning and Having a marketing strategy is good, flawless execution. ” Luxury digital media requires a devel- but having a marketing strategy that opment, production and deployment works is great! Using social media re-LONGITUDE64A • ISSUE FEBRUARY 2012 strategy specific to its digital chan- quires a careful thought process, stra- nels. Nothing less will do. tegic planning and flawless execution. 00 You shall not covet the 00 Observe and analyze your neighbour’s media channels marketing strategy Just because one luxury brand is suc- Very often, businesses jump on to cessfully utilizing a particular digital Facebook and Twitter without even approach does not mean another analyzing what they need out of these luxury brand should follow the same social networks. They claim that since 16
  15. 15. their competitors are using social media so they have no Evaluating social media ROI is easier said than done. There’sother choice but to adopt social media. Sooner than later, no single criteria based on which you can determine thesuch businesses are caught off-guard and their social me- success/ failure of your social media strategy.dia ambitions reach a tame end. 00 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 social00 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.00 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. LONGITUDE64 • ISSUE FEBRUARY 201200 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. 17
  16. 16. 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.LONGITUDE64A • ISSUE FEBRUARY 2012 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-20
  17. 17. 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.T he Yacht charter reservation So- lead request management to store all LONGITUDE64 • ISSUE FEBRUARY 2012 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- 21
  18. 18. 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. 00 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-LONGITUDE64A • ISSUE FEBRUARY 2012 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, googleblog. cording to statistics released by Face- account for your organization is great, &24
  19. 19. 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, share the findings online. You can alsoor 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-, “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 wordbe a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began down- LONGITUDE64 • ISSUE FEBRUARY 2012sustained 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 & Apple’s Itunes Podcast. 25
  20. 20. LONGITUDE 64 00 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 ll Find out if you have an active ll Check where your target your organization’s online presence. presence in target markets. audience generally interact more. Here are a few things to consider ll Rate yourself vis-à-vis your ll Check what keywords they are before you formulate a social media competitors in the online using. marketing strategy: environment. Find out what your ll Find out what they need, and competitors are doing better than where their interests lie. Analyze your online presence: you, and also what you are doing better. Identify and analyze what you ll Use metrics to find out moreLONGITUDE64A • ISSUE FEBRUARY 2012 ll Check your status on social want from your SMM strategy: about your online presence. You networking sites. Do you have a need to ask questions like: What presence already that needs to ll Check the enthusiasm and is the total count of visitors on my be optimized? Or, do you need to commitment of your top site? Where do they come from? start from scratch? management and marketing How many of them are directed department for having a by search engines? Analyze your position dedicated SMM strategy. In ll Find out how often your website case the commitment seems gets linked by other sites. Define and analyze your target au- inadequate, discuss and educate ll Check how often you post fresh dience: till you get a dedicated and content. informed agreement.26
  21. 21. ll Assign responsibility to the following measures will help you en- by other sites. correct department, whether it is sure responsiveness and professional PR, marketing, communications, interaction:Monitor your progress Blog posts must be frequent enough or other. Create a team to sustain interest. with well defined goals The Yachting Network has local web- regarding your SMM In case of critical comments, sites in all european countries. The strategy. This may mean it’s better to respond to them creating micro-goals like print version of our magazine brings immediately and fairly. Nega- number of blog posts per additional readers and visibility to our tive comments need not al- week, time duration set clients. Complete integration in social ways be deleted or removed. for responding etc.ll Study the existing sites networks maximizes the exposure of If you suspect trolls or deliber- and find out where yacht listings. Soon to be released, ate misinformation, one way of you need to focus your mobile apps will close the circle of a ensuring more transparency attention the most. is by creating a Login require- 360 inbound marketing strategy.ll Create measurable ment for posting comments target goals of what you on your blog. want to achieve from your SMM closely LONGITUDE64 • ISSUE FEBRUARY 2012 strategy. Start your journey now! A query, tweet, or a comment re-00 Monitoring your social quiring clarification on the Facebook Remember, the beginning may bemedia strategy page, blog, or other portals must be slow. It takes time to engage your au- replied to within 24 hours. dience and build loyalty. Keep yourFor your SMM strategy to pay you interactions transparent, fair, andlong-term dividends, you need to Blog posts, tweets must be of high timely. With a continual engagementmake sure you have practices and quality and value and/or knowledge in diverse social media tolls, you willchecks in place that ensure efficient enhancing. The content in your posts be soon rewarded with a vibrant, on-execution and a quick response. The should be good enough to get linked line community for your organization. 27
  22. 22. SUN ODYSSEY 42 DS -2008 1 8 7 0 0 0 E U R O S - TA X PA I D Nautic Avenue - Yannick JAFFART France (+33) ((0)9) 54 22 80 56
  23. 23. SUN ODYSSEY 43 DS -2000 1 6 8 0 0 0 E U R O S - TA X PA I D Nautic Avenue - Eric CHAPPUIS France (+33) ((0)9) 54 22 80 56
  24. 24. 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: 00 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-LONGITUDE64A • ISSUE FEBRUARY 2012 ing strategy plan. utmost importance. Furthermore, because they can sell anything. Social media may 00 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 00 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
  25. 25. 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 00 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 00 Putting all eggs in one basket facebook user authentication to login into It’s exciting to see extraordinary results on your site and read or contribute to your one form of social media, and tempting to content. The advantage is that you can at invest all your resources into what’s work- the same time know more about this per- ing. Try to resist. With the speed at which son and propose a subscription to your technology changes, social media is start- newsletter. When he connects to your site ing to look similar to the fashion cycle: one with his facebook’s user id , you will be able day you’re in, the next day you’re out. Tools then to send messages directly through fall in and out of fashion all the time the facebook graph API. It will allow you to – remember Friendster, and more recently, keep this user informed about your com- MySpace? Companies that build a large eq- pany activities automatically through your uity on one tool will find themselves with website. It provides an extra level of pos- LONGITUDE64 • ISSUE FEBRUARY 2012 nothing if the tool loses popularity. sibilities since you no longer need a user to subscribe to your newsletter. While you While having a social network presence manage your own facebook groups , you through Facebook, Twitter and other social can post automatically news to the groups networks proves mandatory nowadays, a and invite all new friends automatically to new concept tested by our yachting solu- join the groups through the APIs. tions is to benefit from Facebook groups and social activity by bringing back “friends 00 Friends and Followers and followers“ to the company’s website in By inviting your “friends and followers” to order to propose targeted services and fea- visit and connect to your site using their 31
  26. 26. 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. 00 Common Mistakes Companies You can inform your Make With Messaging 00 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 out to keep the channels open common mistakes companies make with there, they have no control anymore. UsersLONGITUDE64A • ISSUE FEBRUARY 2012 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. 00 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
  27. 27. 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 purposes for communication fall into three main where comedians draw the line with poten- 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 receiving00 Not controlling the message from the audience, your company must experi-While companies should be careful about trying to exer- ment with the right level of communication, erring on thecise too much control over the message, there is also the side of unobtrusive.opposite end of the spectrum to avoid. Companies oftencite “control over message” as a reason not to participate in 00 Strategy definitionsocial media, but the truth is that companies have lost con- The framework for developing a social media strategytrol of the message whether they participate or not. This is consists of three potential functions: public relations andbecause, as mentioned earlier, users can create a message marketing, sales, and customer services. Social media canand drive the conversation surrounding that message. be used to further goals within just one of these three So how can companies exercise some control over a functions, two these functions, or a company could usemessage and still reap the benefits of social media (rapid social media to satisfy the needs of all three of these func-diffusion of information through people sharing messages tions. These three functions feed each other in a cycle, and LONGITUDE64 • ISSUE FEBRUARY 2012with their networks)? The answer is that companies need to companies can create a fairly comprehensive social mediaparticipate in the conversation. Responding to complaints strategy by taking each into consideration.and stressing the benefits and what the company doeswell; these are all ways for companies to control the end- 00 Find your audienceconsumer’s perception of its services. Very few social media tools will work for every company; however, if your company is just starting out with social00 Abusing permission media, you can find plenty of people by sticking to the big-Abusing permission is a fast way for companies to lose gest social media sites. Generally, the strategy for finding ancredibility, damage relationships, and generally make a audience is looking for groups of people with similar inter-bad name for themselves in social media. So where do you ests to keywords that make sense for your company. 33
  28. 28. MANGUSTA 86 FLY - 1998 1 4 0 0 0 0 0 E U R O S - TA X PA I D Yacht Showroom - Nicolas Valin France (+33) (6) 16110577 www.yachtshowroom.comIndulgence of Poole is most probably the best opportunity on the market for a 4-cabin flybridge yacht of 86-feet. Built in 1998, shehas been always perfectly maintained by her 2 owners, and in the past 2 years virtually every part of the yacht has either been fullyserviced or replaced. Since 2008, her current owner has invested a lot of time,effort and money in the yacht, hiring a full-time crew of3 to take care of her and making sure that the yacht is maintained to the highest standards. Indulgence of Poole is also a successfulcharter yacht, MCA SVC compliant. In 2011 she has had an exceptional season with over 10 weeks charter already reserved
  29. 29. AZIMUT 55E - 2008 7 9 0 0 0 0 E U R O S - TA X N O T PA I D Yacht Showroom - Nicolas Valin France (+33) (6) 16110577 www.yachtshowroom.comAzimut 55 year 2008 in immaculate condition. 3 cabins / 3 bathrooms version. Extremely well looked after boat, constantly upgraded,professionally maintained, fully serviced and ready to go.
  30. 30. SHOWS 16 10 16 10LONGITUDE64A • ISSUE FEBRUARY 2012 16 Miami 10 Helsinki February 16 - 20 February 10 - 1936
  31. 31. SHOWS Boat Shows February 2012 Miami Boat Show The Progressive Insurance Miami International Boat Show & Strictly Sail, the world’s premier boat show, returns to the Magic City for the 71st year Feb. 16 – 20, 2012, showcasing thousands of the newest powerboats, sailboats, engines, electronics and marine accessories from more than 2,000 leading manufacturers worldwide. As one of the top boat and accessory sales events in the world, the Progressive Insurance Miami International Boat Show & Strictly Sail offers something for every boating lifestyle, activity and budget, plus fun attractions for boaters of all ages. February 16 - 20, 2012Helsinki International Boat Show The Helsinki International Boat Show held in February each year is by far Finland’s most comprehensive and most important preview of what’s on offer for the coming boating season. The organiser of Vene Båt, as the event is known, is the Finnish Fair Corporation commisioned by the Finnish Ma- rine Industries Federation Finnboat ry. The event fills all available halls in the Helsinki Fair Centre which typically displays close to 400 boats in six halls. Each year, the boat show attracts about 90,000 visitors making it the largest exhibition organised at the Helsinki Fair Centre. Marine engines and related equipment, accessories and components will also be on display. The show will also include numerous peripheral events and seminars. February 10 -19, 2012 LONGITUDE64 • ISSUE FEBRUARY 2012 37
  32. 32. SUNSEEKER 64 - 2002 5 4 5 0 0 0 £ - TA X N OT PA I D International Yacht Brokerage - John Watts United Kingdom (+44) (0) 1202 440 440 www.iybltd.comThe Manhattan 64 is a perfect example of a boat that packs innovation, luxury and performance into an exceptionally graceful frame.The hull form has been designed to take a more traditional shaft option but now includes the option of IPS drives - the latter pro-duces fantastic results in performance, handling and economy. Interior options offer upper deck or lower deck galley, three or fourstaterooms with a midships full-beam master and very large hull-side windows. Saloon and entertainment space has been increasedand enlarged and panoramic superstructure windows ensure a feeling of openness.
  33. 33. SUNSEEKER 82 - 2004 1 5 5 0 0 0 0 £ - TA X N OT PA I D International Yacht Brokerage - John Watts United Kingdom (+44) (0) 1202 440 440 www.iybltd.comWe are delighted to present this beautiful example of a Sunseeker Yacht 82 M/Y Tickey Boo. Skipper maintained from new, full Medspec, watermaker - Engines serviced / Antifouled June, invoices available for inspection. Presented with the Jr Master suite layoutand large VIP double with a further double guest cabin and 1 twin berth + Crew. White hull, cherry gloss interior and MCA coded forcharter (chartered very lightly) with only 800 hrs approx. The absolute best example on the market and priced to sell. Bring offers!
  34. 34. 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. will be to rely entirely on third party on traffic to their sites in order to be As well, deciding theLONGITUDE64A • ISSUE FEBRUARY 2012 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, the40
  35. 35. 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- 00 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 00 Social media is user-generatedto post automatically. Content used to be something that very few people cre- ated. Reporters, TV anchors, movie directors, authors, radio00 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- 00 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 to00 XML feeds jump in!We went further in the integration of our yachting solu-tions with a large array of APIs. Clients using our yachtingsolutions have their listings posted automatically to Flickr, LONGITUDE64 • ISSUE FEBRUARY 2012Picasa, 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 41
  36. 36. Index LONGITUDE64 EDITOR’S LETTER MOTOR YACHTS BROKERAGE 350 Commando, 2005, £105,000 41 BAHA 330 Conquistare, 1999, 99.500 € 87 GTILE -RFI, 2005, £3,495 42 BAJA BOATS BAJA 275 FORCE, 1989, 15.900 € 88 rxp-x 255hp, 2008, £7,495 43 BAYLINER 2052 Capri, 2000, £10,495 89 2152 Walkaround, 2009, 57.370 € 44 BAYLINER 2655 Ciera, 2000, £26,750 90 24 SX, 2006, £17,995 45 BAYLINER 285, 2003, £34,995 91 27 Metre, 1939, 1.200.000 € 46 BAYLINER 2855 CIERRA, 1994, 34.900 € 92 310 Monaco, 2000, 69.950 € 47 BAYLINER 3288 MOTOR YACHT, 1990, 65.000 € 93 33, 1991, £58,500 48 BAYLINER CIERRA 2655, 1997, 29.100 € 94 43 RS, 2003, £154,950 49 BAYLINER Trophy, 1998, £10,995 95 45, 2007, 299.000 € 50 BENETEAU Antares 1020, 1989, 59.000 € 96 590, 2005, £15,000 51 BENETEAU ANTARES 11.20 FLY, 1987, 115.000 € 97 68 S, 2006, 1.400.000 € 52 BENETEAU ANTARES 640, 1990, 17.900 € 98 7.6 METRE, 2001, £12,995 53 BENETEAU ANTARES 800, 1987, 29.900 € 99 72 Open, 2006, £695,000 54 BENETEAU ANTARES SERIE 9, 2009, 89.000 € 100 8.1 MK1 RIB, 1998, £30,000 55 BENETEAU ANTARES SERIE 9, 2001, 84.000 € 101 975, 1991, 40.000 € 56 BENETEAU FLYER 10, 1989, 50.000 € 102 999 SeaDNA 2012 Model, 2012, £168,000 57 BENETEAU FLYER 7, 1988, 19.900 € 103 Allante 705i Bowrider, 2011, 60.761 € 58 BENETEAU Merry Fisher 695, 2005, 53.000 € 104 Allante 825i Mid Cabin, 2010, 90.148 € 59 BENETEAU Merry Fisher 750 CR, 1998, 44.900 € 105 Chase 700i, 2011, 71.938 € 60 BENETEAU MONTE CARLO 37, 2008, 179.000 € 106 Chase 800, 2011, 87.000 € 61 BENETEAU OMBRINE 900, 1999, 54.800 € 107 Explorer 622i SD, 2011, 50.668 € 62 BIRCHWOOD BIRCHWOOD SD 34, 1990, 55.000 € 108 Explorer 682i, 2011, 64.824 € 63 BIRCHWOOD BIRCHWOOD TS 37 , 1991, 128.000 € 109 Explorer 822 o/b, 2010, 78.656 € 64 BOSTON WHALER Supersport, 1985, £3,495 110 Flybridge 64, 2005, £575,000 65 CAMMENGA De Vries, 1978, 1.450.000 € 111 PL860/BS, 2002, 49.500 € 66 CANTIERI DELL ARNO LEOPARD 27, 1.150.000 € 112 Speedster, 1999, £6,999 67 CARVER CARVER 32, 1992, 54.900 € 113 Superyacht 70, 2007, £1,350,000 68 CARVER CARVER 38, 2007, 219.000 € 114 ABSOLUTE 41, 2008, 357.900 € 69 CHRIS CRAFT CROWNE 272, 1992, 35.950 € 115 ACM ACM DYNASTY 43, 1999, 199.500 € 70 CIGARETTE CIGARETTE 42 TIGER, 2000, 165.000 € 116 ACM ACM HERITAGE 26, 2000, 55.000 € 71 CIGARETTE Gladiator 36, 2003, 159.950 € 117 ADMIRAL YACHT 12, 1998, 165.000 € 72 COBALT 252, 2007, £59,950 118 AIRON MARINE 401, 2003, 240.000 € 73 CORONET CORONET 32, 1974, 49.000 € 119 AIRON MARINE 425 IPS, 2005, 345.000 € 74 CRANCHI Endurance 39, 2000, 92.000 € 120 AMERGLASS 32, 1976, 25.900 € 75 CRANCHI 28 CSL, 2003, £53,995 121 AMERICAN MARINE GRAND BANKS 42, 159.000 € 76 CRANCHI CRANCHI TURCHESE 24, 1999, 22.000 € 122LONGITUDE64A • ISSUE FEBRUARY 2012 APREA MARE SEMI CABINE , 2002, 129.900 € 77 CRANCHI CRANCHI ZAFFIRO 34, 2004, 125.000 € 123 ARCHAMBAULT 55 HT, 2008, 550.000 € 78 CRANCHI Endurance 39, 1999, £99,500 124 ARCOA ARCOA 1060, 1969, 67.000 € 79 CRANCHI endurance 39, 2000, £89,995 125 ASTONDOA 54, 2003, £450,000 80 CRANCHI ZAFFIRO 34, 2004, 125.000 € 126 AZIMUT Azimut 105, 2008, 5.000.000 € 81 CROWNLINE 250 CR , 2005, £39,950 127 AZIMUT Azimut 46, 1997, 199.000 € 82 CROWNLINE 180 BR, 2004, £11,995 128 AZIMUT Azimut 55 E, 2008, 790.000 € 83 CROWNLINE CROWNLINE 255 CCR, 2007, 64.000 € 129 AZIMUT Azimut 68E, 2006, 1.200.000 € 84 CROWNLINE CROWNLINE 270 CR, 2006, 89.500 € 130 AZIMUT Azimut 68S, 2007, 1.200.000 € 85 CRUISER CRUISER 2670, 1996, 35.000 € 131 AZIMUT / BENETTI 46, 2003, 295.000 € 86 CRUISERS 390 Sport, 2008, 240.000 € 13242