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

YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS
LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY

PRINCESS YACHT CLUB
www.princess-yachtclub.com | ISSUE OCTOBER 2011

YACHT BROKERAGE
5 digital marketing
commandments for luxury brands

YACHT CHARTER
What to include in your
social marketing strategy
YACHTING & SOCIAL
NETWORKS STRATEGY
Finding the right marketing mix

Yacht
brokerage
listings

BOAT SHOWS
Fall Boat Shows
ag
e Calendar
r
ke
Yacht Bro

FOCUS Marketing for the yachting industry 1.99£

M o s t a d v a n c e d m a r k e t i n g

LONgITUDE64

p l a t f o r m f o r t h e y a c h t i n g

Docks & SLIPS SOLUTIONS

yacht brokerage solutions

yacht charter solutions

monthly magazine

web: www.longitude64.com
email: sales@longitude64.com
skype: longitude64
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contents
LONGITUDE64
EDITOR’S LETTER

8 EDITOR LETTER
Welcome to the
Princess Yacht Club magazine

14 Online marketing
5 digital marketing commandments for
luxury brands

16 LONGITUDE 64
A new approach to yacht
brokerage and yacht charter
marketing

20 SOCIAL Marketing Mix
What to include in your social marketing
strategy

24 BOAT SHOWS CALENDAR
Boat show events taking place
in october 2011

26 SOCIAL MEDIA MARKETING
Establishing an efficient social media
marketing strategy becomes now a
reality for yacht brokerage and yacht
charter companies.

32 SOCIAL NETWORKS
Advantages of using APIs integration
to post automatically to social networks.

34 YACHT BROKERAGE LISTINGS
Princess Yacht brokerage listings
for the month of october 2011
presented by brokerage
Yacht
companies using our
yacht brokerage solution Brokerage
FEATURES
and Charter
Marketing

46 YACHT CHARTER MARKETING
PRINCESSYACHTCLUB • ISSUE OCTOBER 2011

Inbound marketing strategy for
luxury charter yachts

48 YACHT BROKERAGE SOLUTION
Presentation of the yacht brokerage
solution for joomla. Features and
advantages

55 Find Prospects
Using social media to find
prospects.

04

57 Online PR

56
Understanding online PR and how
to use it to create brand awareness

58 YACHT CHARTER SOLUTIION
Presentation of the yacht charter
advantages

62 DOCKS & SLIPS SOLUTION
Presentation of the docks & slips
advantages

68 YACHT DESIGN NEWS
Yacht design news for

66 NEWS AROUND THE WORLD
Yachting events around
the world
october 2011

10
Cover Story
%O
FF Longitude 64 - The Yacht-
ing Network offers powerful

GRAB
features to yacht brokerage
and yacht charter companies
looking for a turnkey solu-
yearly tion in order to improve their
Subscription inbound marketing activities
and social networks integra-
Today !! tion .

THE
YACHTING
NETWORK
www.theyachtingnetwork.ch

Most Advanced Marketing
Services for the Yachting

Contacts
CH - Crans Montana: +41 (0)27 483 12 20
UK - London: +44 (0)20 7078-4226
USA - Miami: +1 (305) 394-9652
email: sales@theyachtingnetwork.ch

Social Media Marketing

Social Networks Integration

Superyachts Marketing

Dedicated Superyachts
Reservation Sites

Yacht Brokerage Solutions

Yacht Charter Solutions

Corporate Magazines
Creation

EDITOR’S LETTER

OLIVIER BAELDE
by

Editor

PRINCESS
YACHT CLUB

PUBLISHER/EDITOR
Welcome Olivier Baelde
editor@yachting.vg

Marketing solutions Magazines are available in
ADVERTISING MGR
printed and electronic ver-
for yacht broker- James Blackburn
sions.
age , yacht charter advertising@yachting.vg

companies and real The Yachting Network plat-
SALES MGR
estate agencies form coupled to our yacht-
Ian Foster
ing solutions provide an
specializing in the exclusive set of features
sales@yachting.vg
rental and sale of to yacht brokerage and
MARKETING MGR
docks and slips are yacht charter companies
Clive Coleman
allowing them to market
our primary focus. marketing@yachting.vg
worldwide on different me-
dias their yachts for sale or
PR MGR
charter fleet.
Web Solutions Antoine Bonvin
We developed over the last pr@yachting.vg
We continuously work on
24 months an online plat-
improving our platform to
form using the latest tech- SUBSCRIPTIONS MGR
provide advanced features
nologies in terms of web Danielle Chiocci
not available in third party
design, database architec- subscriptions@yachting.vg
listings websites.
ture, cloud hosting.
SOCIAL NETWORKS MGR
Furtermore, a very pow- Sven Nicklasson
erful social network inte-
Mobile Solutions
social_networks@yachting.vg
The release of our iphone
gration though APIs al-
and ipad apps are sched-
lows the brokerage and BUSINESS DEVELOPMENT
uled for december 2011. It
charter companies using MGR
will add even more reach
our yachting solutions to Glen Coburn
to our solutions.
gain maximum exposure bus_dev@yachting.vg
on a worldwide basis with
Join us
a minimum of efforts on

their side.
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

PRINCESS YACHTS 45, 2003,
295.000 €

Nautic Avenue
Patrick Baert
France (+33) ((0)9) 54 22 80 56
Visit www.princess-yachtclub.com for full details - Web id: 14

PRINCESS YACHTS V50, 2004
358.000 €

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56

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 - Diesel
Web id: 17 - Price: 358.000 € Tax Paid

SOCIAL MEDIA

5 digital marketing
commandments for
luxury brands Just like the luxury

Lately people are talking about luxury
brands and digital marketing. “Is Digi-
democratic media in the world.
“ products and services
themselves, the quality of
luxury digital marketing
0 You shall democratize but
relies on ideation and

tal Killing the Luxury Brand?” Invari-
ably, these discussions evaluate the not downgrade execution. A dress is not
dangers of leveraging a wholly demo- inherently luxurious;
cratic platform in order to promote Luxury brands obsess over losing ex-
the difference lies in its
a wholly exclusive industry. But, as clusivity in the digital space, but this
usual, the discussion misses the point. concern puts the cart in front of the design and high-quality
horse. A luxury brand generates ex- manufacture. The same is
The question is not if luxury brands clusivity by cultivating a block of con- true of digital marketing
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
media. ”
here are five commandments for mar- them. Simply, if luxury brands want
keting luxury brands using the most to remain luxurious, they have to en-
12

gage not only their paying customers, but also people who
want but can’t have. 0 You shall honor digital media

This is where the democratizing power of social and new If luxury brands indeed fear brand dilution, they must first
media 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 for
some cases, social media may be the only place aspiring Facebook and YouTube! Do we really need to spend that
consumers can reach the brand at all. This, in turn, builds much on production?” The answer is always “yes.” Digital
tremendous 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, luxury
brands must maintain the digital conversation by engag- Just like the luxury products and services themselves, the
ing more aspirational consumers and including them in a quality of luxury digital marketing relies on ideation and
controlled 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. The
ness 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 commit
All the while, luxury brands must strive toward the high- to making their digital messaging more beautiful, more in-
est creativity, elegance and production quality. Only in this novative and more elegant than anything else out there.
way can luxury brands both cultivate desire and maintain Only then can they preserve their up-market brand values.
exclusivity, and thus, grow in the digital world safely.
0 You shall not steal from old media
0 You shall not kill the conversation
The primary reason luxury brands fail at social and new
Luxury 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 new
This is simply not true. media platforms.

There are many ways to encourage interactivity while still
maintaining 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.

What’s more, it also allows consumers inside access if they
upload their own pictures (which are vetted and selected
by the brand). Therefore, Burberry successfully reaches a
significant audience while maintaining brand control.

Luxury brands must learn that they can create digital cam-
paigns with embedded brand control. Killing the conversa-
tion outright is not the answer.

13

SOCIAL MEDIA

For instance, they digitize a traditional strategy. Establishing an efficient
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
hot. Only those platforms that spring
“ SOCIAL MEDIA marketing
strategy becomes now
a reality for yacht
brokerage and yacht
perception of luxury brands. Just as directly from a core brand ideal or
one wouldn’t put a 30-second static customer need can succeed without
charter companies. When
print ad on TV, so should one avoid diluting the brand itself. establishing the company
stealing traditional media by hawking marketing strategy,
it in the digital space. Having a marketing strategy is good,
several key indicators
but having a marketing strategy that
must be closely watched.

Luxury digital media requires a devel- works is great! Using social media re-
opment, production and deployment quires a careful thought process, stra- As well, deciding the
strategy specific to its digital chan- tegic planning and flawless execution. direction of the data
nels. Nothing less will do.
0 Observe and analyze your flow between the
0 You shall not covet the marketing strategy company and third party
neighbour’s media channels sites can become costly
Very often, businesses jump on to
in terms of advertising
Just because one luxury brand is suc- Facebook and Twitter without even
cessfully utilizing a particular digital analyzing what they need out of these budget without bringing
approach does not mean another social networks. They claim that since long term traffic. ”
luxury brand should follow the same their competitors are using social me-
14

dia so they have no other choice but to adopt social media. no single criteria based on which you can determine the
Sooner than later, such businesses are caught off-guard success/ failure of your social media strategy.
and their social media ambitions reach a tame end.
0 Refine your marketing strategy
It 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. Social
social media and how their competitors are leveraging it. media is changing all the time. For example, if you logged
Analyze your business needs and how various social net- in to your business’ Facebook profile, after a long gap, you
works like Facebook, Twitter, LinkedIn and others can fulfill would have realized that it’s now a Fan Page. Therefore, it’s
these needs. important to continuously refine your social media strat-
egy and adopt a flexible approach with the changing social
0 What’s your social marketing strategy’s media scenario.
action plan?
Does your business have a social media strategy that
Once 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 business
nesses need to come up with an action plan with realistic measure its social media ROI? Do you think it is difficult to
targets 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 a
fortune, there’s a strong case to revisit your action plan. In All good questions which need to be asked on a regular
such 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 3
months or I want to close 5 deals with my Twitter followers
this month etc.

0 Execute your marketing strategy

A marketing strategy is only as good as those who see it
through. Once you have a social media marketing strategy
in place, it’s important to focus on getting the execution
right. Very often, businesses need to take a call on whether
they can execute their social media strategy themselves or
do they need to hire specialist social media experts? When
in doubt, seek help from an expert.

0 Evaluate your marketing strategy

Most 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 addition
from social media, they are not going to take the plunge.
Therefore, it’s important for businesses to evaluate the im-
pact of their social media efforts.

Evaluating social media ROI is easier said than done. There’s
15

LONGITUDE 64

OLIVIER BAELDE
by

Editor

“Longitude 64 -
The Yachting Network”
A new approach to yacht brokerage and
yacht charter marketing: integration with
social networks

W
elcome to the Longitude 64
monthly magazine. The pri-
mary purpose of this maga-
zine is to present yachts for brokerage
and yachts for charter from clients
using our yachting solutions. In order
to provide them with a competitive
advantage, we decided to integrate
our online platform called The Yacht-
ing Network with the Adobe inDesign
workflow. The end result being that
all the listings from clients using our
online yachting solutions are as well
included in our monthly magazines.
It brings them maximum exposure as
well as brand recognition. We believe
that there is still a need for a printed

W
version to allow readers to be able our clients listings. e believe that a tight inte-
to read offline while traveling for ex- gration between the web

T
ample. Furthermore, it allows our cli- he architecture of our platform sites of our clients running
ents to reach potential buyers who now comes full circle. We are one of our yachting solutions and
are not always willing to stay a long able to provide to all clients social networks and coupled with a
time in front of a computer screen in using our yachting and real estate printed version will bring them a very
order to review luxury yachts for sale solutions an integrated platform able powerful platform to increase the vis-

or charter. A printed version still has to deliver online and offline visibility ibility of their listings.
its charm and provides added value to through very efficient web services.

U
our clients. nlike third party listing sites

F
urthemore, our complete inte- specializing in yachting, cli-

w
We hope you will enjoy gration to over 15 social net- ents list their yachts only once
reading every month our works through APIs allows clients on their websites in our yachting so-
magazines. In the following using our solutions to post automati- lutions and then syndication takes
months, every site part of The Yacht- cally listings updates on their social place. It insures that their domain
ing Network will be integrated in the media accounts without extra work. name and web site is the place where
Adobe Indesign workflow in order to all listings are managed, indexed first
generate monthly magazines adding by search engines and where all in-
again some exposure and visibility to bound traffic goes back to when syn-
16

T
dicated 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 to
listing 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’s

T
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 feeds
the needs of yacht brokerage additional readers and visibility to our following the openma-
or dealership companies. It rine standard (www.
clients. Complete integration in social
provides extensive features openmarine.org) generate files
not found in the competition. networks maximizes the exposure of compatible with The Yacht
The 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 very
agement to store all yacht powerful array of syndication
requests.
360 inbound marketing strategy. tools.

T
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

P
charter 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 offers
solution includes reservation requests a very powerful synchronization tool
and quotes management as well as in order to increase instantly the vis-
online availability calendars. ibility of the listings in the Longitude
64 Yachting Network composed of
over 15 web sites (and growing) tar-
17

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Poole, 990.000 €

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721

PRINCESS YACHTS P67, 2006, Finland, 990.000 € Princess P67 (2007) with MAN
1100 (1100hp each) is a fantastic example of the much sought after model of one
of 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 do
not 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 - Diesel
Web id: 7 - Price: 990.000 € Tax Not Paid

LONGITUDE 64

OLIVIER BAELDE
by

Editor

“What to include in your
social media marketing
strategy”
A well planned and executed social
media marketing (SMM) strategy takes
you where your users and buyers are.
It lets you share the voice of your or-
ganization, get real time feedback
for your products, create an instant
buzz for your new product offerings,
build customer loyalty, and reach an
informed target audience. The great
thing about a well carried out SMM
strategy is that it requires very little
financial investment from your side.

0 What to include in your
social media marketing
strategy

An effective SMM strategy will le- book, the social networking website for networking within the industry or
verage all quality online social hubs has around 500 million active users, of with vendors.
where users and customers meet which around 50% log in every day for
and converse. A good SMM portfolio commenting or browsing. A Facebook Blogs, Microblogging
includes a presence on diverse and fan page thus makes a lot of sense to
multimedia social sites. Let’s take a reach an active online audience. On engadget_logoBlogs give you a wide
look at the key elements of a good the other hand, Twitter has real time platform to talk about key issues.

SMM strategy. updates and news-worthy tweets Blogs are also a great way of bring-
that even search engines show in ing traffic to your main website. For
Social Networking Sites their search results. The tweets about an effective blog, you need to post
your products are quickly read and re- fresh and relevant content frequently,
Social Networking SitesThere are vari- sponded to by other users. A Twitter monitor and respond to comments,
ous social networking sites where you account to respond to and create a create internal links, and build a com-
can create profiles to connect with buzz about your product is therefore munity of loyal readers. Microblog-
your target audience directly. Create essential. Linkedin is accessed by a va- ging through sites like Twitter also
a Facebook fan page. Create tweets riety of professionals and businesses lets you send short, crisp updates.
and retweets on Twitter. Create your looking to connect and research for Some famous company blogs are
organization’s profile on Linkedin. Ac- work and business. Hence, a Linkedin www.engadget.com, googleblog.
cording to statistics released by Face- account for your organization is great blogspot.com, blog.facebook.com &
20

en.community.dell.com/dell-blogs/ Duo processor. and would use in their business. If
default.aspx. If you want blogs related your organization has conducted
to SEO, you can check out searchen- Photosharing, Slide Sharing any good-to-know research, you can
gineland.com, www.seomoz.org/blog share the findings online. You can also
or www.searchenginejournal.com. Photo Sharing Sites Like FlickrSharing share your presentations, slides, and
relevant and interesting images with reports through websites like Slide-
Online Videos your user base also helps in creat- share and Scribd.

Online VideosWebsites like A well planned and executed social Podcasting
Youtube have created a
whole new arena for multi-
media marketing (SMM) strategy itunes_podcast_iconAs per
media interaction. Sharing takes you where your users and buy- Podcast.com, “Podcasting is
and viewing videos is now, ers are. It lets you share the voice the method of broadcasting
not just an activity enjoyed audio files over the internet
of your organization, get real time
by individuals for their own which can be downloaded and
pleasure, but also a great feedback for your products, create listened to via your computer
way 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 is
products. Organizations have linked directly with the name
found sharing interesting and
reach an informed target audience. iPod is due to strictly to the fa-
related videos on Youtube to miliarity of origin of the word

be a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began down-
sustained interest of the target audi- The images can be about widely an- loading music audio files to listen to
ence. You can upload interviews of ticipated events like a product launch, them on their iPods.“. Podcasting can
your top management, share presen- celebrity associations, or the organi- help you reach more users to promote
tations, 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 developments
digitally enhanced videos of its Con- while on the move. Websites like Blip
sumer 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 are
users got to know about its new Core sharing information that they need podcast.com & Apple’s Itunes Podcast.
21

LONGITUDE 64

0 Points to consider before
formulating a social media
marketing strategy

The sites mentioned above are very
useful and can change the path of
your organization towards tremen-
dous success. However, if done with-
out proper planning these same sites
and strategies can backfire as well.
The most important thing for you to
do before you begin charting out an
SMM strategy, is that you first need
to fully understand the status quo of content. ence:
your organization’s online presence. l Find out if you have an active
Here are a few things to consider presence in target markets. l Check where your target
before you formulate a social media l Rate yourself vis-à-vis your audience generally interact more.
marketing strategy: competitors in the online l Check what keywords they are
environment. Find out what your using.
Analyze your online presence: competitors are doing better than l Find out what they need, and

you, and also what you are doing where their interests lie.
l Use metrics to find out more better.
about your online presence. You l Check your status on social Identify and analyze what you
need to ask questions like: What networking sites. Do you have a want from your SMM strategy:
is the total count of visitors on my presence already that needs to
site? Where do they come from? be optimized? Or, do you need to l Check the enthusiasm and
How many of them are directed start from scratch? commitment of your top
by search engines? management and marketing
l Find out how often your website department for having a
gets linked by other sites. Analyze your position dedicated SMM strategy. In
l Check how often you post fresh case the commitment seems
Define and analyze your target audi- inadequate, discuss and educate
22

till you get a dedicated and sional interaction:Monitor your prog- If you suspect trolls or deliberate
informed agreement. ress closely misinformation, one way of ensuring
l Assign responsibility to the more transparency is by creating a
correct department, whether it is A query, tweet, or a comment re- Login requirement for posting com-
PR, marketing, communications, quiring clarification on the Facebook ments on your blog.
or other. Create a team with well page, blog, or other portals must be
defined goals regarding your replied to within 24 hours. Start your journey now!
SMM strategy. This may
mean creating micro- The most important thing for you to Remember, the beginning may
goals like number of be slow. It takes time to en-
blog posts per week,
do before you begin charting out an gage your audience and build
time duration set for SMM strategy, is that you first need to loyalty. Keep your interactions
responding etc. fully understand the status quo of your transparent, fair, and timely.
l Study the existing sites
organization’s online presence
and find out where With a continual engagement
you need to focus your in diverse social media tolls,
attention the most. you will be soon rewarded
l Create measurable target goals of with a vibrant, online community for
what you want to achieve from Blog posts, tweets must be of high your organization.
your SMM strategy. quality and value and/or knowledge
enhancing. The content in your posts

0 Monitoring your social should be good enough to get linked
media strategy by other sites.

For your SMM strategy to pay you Blog posts must be frequent enough
long-term dividends, you need to to sustain interest.
make sure you have practices and
checks in place that ensure efficient In case of critical comments, it’s better
execution and a quick response. to respond to them immediately and
fairly. Negative comments need not
The following measures will help you always be deleted or removed.
ensure responsiveness and profes-
23

SHOWS

13

20

27 29

27 Fort Lauderdale 13 Annapolis 20 Long Beach 29 Hamburg
October 27 - 31 October 13 - 16 October 20 - 23 October 29 - Nov 6

24

SHOWS

Boat Shows
October 2011
Fort Lauderdale
International Boat Show

A wide variety of boats and sea vessels will be on display includ-
ing runabouts, sportfishers, high performance boats, center
consoles, cabin cruisers, flats boats, skiffs, express cruisers, sailing
yachts, motor yachts, bowriders, catamarans, ski boats, jet boats,
trawlers, inflatables, canoes, and extraordinary superyachts.
October 27 - 31, 2011

Annapolis Long Beach

“One of the West Coast’s largest in-
Now in its 40th year, the United
water/outdoor boat shows featuring
States Powerboat Show, October

hundreds of motor yachts, cruisers,
13-16, 2011, attracts over 40,000
attendees. The show, the nation’s old-
sailboats, fishing boats, performance
sportboats, family trailerables, ski
Hamburg
est and largest in-water powerboat Hamburg Fall Boat Show
boats, pontoons, inflatables and per-
exhibition. October 29 - Nov 6, 2011
sonal watercraft.”
October 13 - 16, 2011
October 20 - 23, 2011

25

SOCIAL NETWORKS

Yachting & Social
Common Mistakes
companies Make With
Strategy: Some of the
most common mistakes
companies make with so-
cial media revolve around
Networks Strategy
making decisions that
While it’s useful to get into the details and tactics of social
aren’t consistent with hav-
ing good business sense. media, a solid marketing strategy should work no matter the
Because social media tools medium. The smartest companies will focus on strategy because
are free, some companies in the world of Web 2.0, the tools are constantly changing.
tend to take the wrong ap-
proach: use all tools to see
what sticks. Here are some
of the most common mis-
takes to avoid with social
media strategy:

0 Not developing a
social media strat-
egy
Because social media is the
hottest trend in marketing,
companies assume that all
they have to do is set up a
Twitter account and a Face-
book fan page. This is the
equivalent of pulling ran-
dom magazines out of off
the rack and purchasing full
page color ad in each one,
then throwing together a
quick and dirty PowerPoint
flyer to run. Just like any
other communication me-
dium, social media requires

a well-thought out market-
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
26

Every social media user has a very clear idea of what tures pertaining to your business activity.

“ social media means to them, and how they want to
be approached by companies on social media. Most
companies don’t realize that the way they approach
0 Facebook
On Facebook for example, the new graph
API allows to post update statuses about
listings, upload images in albums , post
social media sends its own message to consumers.”
events in calendar.. As well, you can use the
facebook user authentication to login into
0 Putting all eggs in one basket
your site and read or contribute to your
It’s exciting to see extraordinary results on
content. The advantage is that you can at
one form of social media, and tempting to
the same time know more about this per-
invest all your resources into what’s work-
son and propose a subscription to your
ing. Try to resist. With the speed at which
newsletter. When he connects to your site
technology changes, social media is start-
with his facebook’s user id , you will be able
ing to look similar to the fashion cycle: one
then to send messages directly through
day you’re in, the next day you’re out. Tools
the facebook graph API. It will allow you to
fall in and out of fashion all the time
keep this user informed about your com-
– remember Friendster, and more recently,
pany activities automatically through your

MySpace? Companies that build a large eq-
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-
27

SOCIAL NETWORKS

facebook user id , you give
them the possibility to share
information and recom-
mend other users to con-
nect with you.

On the new site www.
yachting.vg, we are cur-
rently experimenting with
several new functionalities
of the Graph API.

Integrating your site more
tighly with external social
networks will allow you to
communicate faster new
information to be given to
followers and groups. You
will be able to provide a
constant flow of informa-
tion and news through
automated tasks. When us-
ers visit your website, your
can control the information on a regular basis for example a new yacht tional tone and respond to other partici-
given to them as well as listing or price reduction offer, you keep the pants in the conversation. Automated ac-
getting their feedback on flow going. counts or accounts that are updated with a
specific polls or through a stream of links do not produce results.
comment system. 0 Common Mistakes Companies
You can inform your Make With Messaging 0 Controlling the message
groups, friends and follow- Every social media user has a very clear Social media is not about controlling a mes-
ers that the newsletters idea of what social media means to them, sage. In fact, the very nature of social media
generated every month is and how they want to be approached by is such that no one person or organization
available on your website. companies on social media. Most com- can control the message. Because social
The important point in panies don’t realize that the way they ap- media is a medium to share information
this social network integra- proach social media sends its own message through a network, companies must re-
tion with your website is to consumers. Here are some of the most alize that once they put the message 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-
28

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 the
While companies should be careful about trying to exer-
side of unobtrusive.
cise too much control over the message, there is also the
opposite end of the spectrum to avoid. Companies often
0 Strategy definition
cite “control over message” as a reason not to participate in
The framework for developing a social media strategy
social media, but the truth is that companies have lost con-
consists of three potential functions: public relations and
trol of the message whether they participate or not. This is
marketing, sales, and customer services. Social media can
because, as mentioned earlier, users can create a message
be used to further goals within just one of these three
and drive the conversation surrounding that message.
functions, two these functions, or a company could use
So how can companies exercise some control over a
social media to satisfy the needs of all three of these func-

message and still reap the benefits of social media (rapid
tions. These three functions feed each other in a cycle, and
diffusion of information through people sharing messages
companies can create a fairly comprehensive social media
with their networks)? The answer is that companies need to
strategy by taking each into consideration.
participate in the conversation. Responding to complaints
and stressing the benefits and what the company does
0 Find your audience
well; 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 an
Abusing 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
29


30

WORLD NEWS

PRincess yacht club
www.princess-yachtclub.com

Yacht Brokerage
Yacht Charter PRINCESSYACHTCLUB • ISSUE OCTOBER 2011

31

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-
must be closely watched.

implementing a marketing strategy egyh. All third party listings sites rely
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
32

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 to
party 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 still
you to generate inbound traffic back to your site and not flow to your site through the other channels. On the other
to other sites. You will have the control over the data pro- hand, if you stricly list on third party sites, the day you stop
vided 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 on
a regular basis. A powerful outbound strategy for the list- 0 Social media is online
ings is to target all available social network and document Social media is something that takes place online. It is a
or 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 social
array of sites which are not used by third party listings media is location-independent, which makes it a valuable
websites to avoid loosing traffic.Nowadays, you can maxi- part of any company’s business strategy.
mize your exposure on social networks relatively easily by
selecting a yachting solution already integrating the APIs 0 Social media is user-generated
to post automatically. Content used to be something that very few people cre-
ated. Reporters, TV anchors, movie directors, authors, radio
0 Social networks integration DJs, and magazine editors created content, and everyone
else consumed it. Now, everyone is a publisher, and the
Furthermore, third party listings websites will not have any people who use the content are also the ones who create
incentives to integrate your listings with social networks it.
or other sites in order to keep the traffic on their site. You
must 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...), able
third party listings sites specializing in yachting through Social media is highly accessible and scalable to the public,
the openmarine.org initiative for example: It allows you to which means that social media has lots of users and offers
generate a standard xml feed and post it to several sites plenty of opportunity for companies. Because social media
through a subscription. Then, post the listings to your face- is easy to access, the tools for social media are easy and
book 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 to
0 XML feeds jump in!

We went further in the integration of our yachting solu-

tions with a large array of APIs. Clients using our yachting
solutions 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 is
through 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 creating
your marketing strategy is not to get linked to a single third
party listings website where they will dictate their market-
ing strategy to you and make it very difficult for you to
33

PRINCESS YACHT CLUB

Index
EDITOR’S LETTER

MOTOR YACHTS BROKERAGE
Contents
PRInCess YACHts 23M, 2006, 1.495.000 € 35
PRInCess YACHts 45, 2003, 295.000 € 36
PRInCess YACHts 460, 2000, 250.000 € 37
PRInCess YACHts 57, 2004, £490,000 38
PRInCess YACHts 60, 1996, £250,000 39
PRInCess YACHts P50, 2009, 699.000 € 40
PRInCess YACHts P67, 2006, 990.000 € 41
PRInCess YACHts PRInCess 35, 1987, 87.000 € 42
PRInCess YACHts PRInCess 415, 1990, 87.900 € 43
PRInCess 46 RIVIeRA, 1993, 110.000 € 44
PRInCess YACHts V46, 2003, 295.000 € 45

34

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 Kingdom
PRINCESS YACHTS 23M, 2006, Spain, 1.495.000 € Princess Yacht 23m (2006 model) with twin Caterpillar
C-30 (1570hp) engines. This Princess 23m has a British Flag and is owned by an Isle of Man Company. She
was 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 Ski
and all usual bbq and fridge choices on board. This boat is also fitted with very efficient hydraulic bow and
stern 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:1
metres - CATERPILLAR 1570hp - Diesel
Web id: 15 - Price: 1.495.000 € Tax Not Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
Visit www.princess-yachtclub.com for full details - Web id: 15 35

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 d'Azur 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

Nautic Avenue
Patrick Baert
France (+33) ((0)9) 54 22 80 56
36 Visit www.princess-yachtclub.com for full details - Web id: 22

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 €
PRINCESS YACHTS 460, 2000, Marbella, Spain, 250.000 € Princess 460 flybridge yacht (2000 model) equipped
with 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 - Diesel

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721

BROKERAGE

PRINCESS YACHTS 57, 2004, £490,000
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 - Diesel

Web id: 16 - Price: £490,000 Tax Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721

BROKERAGE

PRINCESS YACHTS 60, 1996, £250,000
PRINCESS YACHTS 60, 1996, Balearic Islands, Spain, £250,000 Princess 60 (1996 model) with twin MAN diesel
engines (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 hesitate
to contact to contact us for more information or to arrange a viewing. - Specs: LOA:66 feet Beam:5 metres
Draft:1 feet - MAN 680hp - Diesel
Web id: 14 - Price: £250,000 Tax Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721

BROKERAGE

P R I N C E S S Y A C H T S P 5 0 , 2 0 0 9 , 6 9 9 . 0 0 0 €
PRINCESS YACHTS P50, 2009, Helsinki, Finland, 699.000 €. Princess P50 (2009 Model) with twin Volvo Penta
D11 (670 Hp). This particular model is very well equipped with a full comprehensive specification, including
generator and air conditioning. With low hours (370) and kept in immaculate condition and used during a
short season, this example is an opportunity not to be missed. The elegant Princess 50 features fresh new
contemporary design, following the huge success of the sistership Princess 54 which offers almost identical
layout (and having the same beam).ts renown Princess trademarks of excellent sea-keeping, understated
elegance, and practical yet stylish layout is well reflected in this new model which has recently won the Mo-

tor Boat of the year 2009 award in the luxury flybridge under 50ft category at the London Boat Show. Regu-
lar maintenance with full se... - Specs: LOA:15 metres Beam:4 metres Draft:1 metres - VOLVO 670hp - Diesel

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721

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

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

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