Princess Yacht Club magazine - Yacht Brokerage - September 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 SEPTEMBER 2011

YACHT BROKERAGE
Social Media Strategy
and APIs integration

YACHT CHARTER
Inbound Marketing Strategy
for Luxuy yachts

ONLINE PR TIPS
TheManaging brand
awareness onlne

BOAT SHOWS

Mobile
Fall Boat Shows
Calendar

apps ag
e
r
ke
Yacht 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
facebook: www.facebook.com/longitude64
twitter: www.twitter.com/longitude64

contents
LONGITUDE64
EDITOR’S LETTER

8 EDITOR LETTER
Welcome to the
Princess Yacht Club magazine

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

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

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

27 BOAT SHOWS CALENDAR
Boat show events taking place
in september 2011

26 08
YACHT BROKERAGE LISTINGS
Princess Yacht brokerage listings
for the month of september 2011
presented by brokerage
companies using our
yacht brokerage solution

FEATURES Yacht
38 YACHT CHARTER MARKETING
Inbound marketing strategy for
Brokerage
luxury charter yachts
and Charter
40 YACHT BROKERAGE SOLUTION
Marketing
24
Presentation of the yacht brokerage
solution for joomla. Features and
advantages

47 Find Prospects
PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011

Using social media to find
prospects.

04
32

42

49 Online PR

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

50 YACHT CHARTER SOLUTIION
Presentation of the yacht charter
advantages

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

60 YACHT DESIGN NEWS
Yacht design news for

59 NEWS AROUND THE WORLD
Yachting events around
the world
september 2011

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

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

THE
YACHTING
NETWORK
www.theyachtingnetwork.ch

Most Advanced Marketing
Services for the 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

LONGITUDE 64

OLIVIER BAELDE
by

Editor

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

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

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

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

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

U
our clients. nlike third party listing sites

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

w
We hope you will enjoy gration to over 15 social net- ents list their yachts only once
reading every month our works through APIs allows clients on their websites in our yachting so-
magazines. In the following using our solutions to post automati- lutions and then syndication takes
months, every site part of The Yacht- cally listings updates on their social place. It insures that their domain
ing Network will be integrated in the media accounts without extra work. name and web site is the place where
Adobe Indesign workflow in order to all listings are managed, indexed first
generate monthly magazines adding by search engines and where all in-
again some exposure and visibility to bound traffic goes back to when syn-
12

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-
13

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 the
websites to acquire new contacts and able to charge yacht brokerage and direction of the data
promote the yacht listings. This deci- yacht charter firms. Thus, they will
sion is mostly taken due to the ap- most of the time prevent this traffic
flow between the
parent easy setup and maintenance to leave their site unless it goes to a company and third party
third party listing sites seem to pro- paid advertisement. The data flow of sites can become costly
vide. However, when analyzing care- the listings between the company’s
in terms of advertising
fully the features provided, as well website and the outside world must
as the possibility to create inbound be carefully evaluated. The success in budget without bringing
traffic to the company’s website or establishing a long term approach is long term traffic. ”
expand the reach to social networks, to consider, as the central point, the
14

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
15

PRINCESS YACHTS P67, 2006
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

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
18

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-
19

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-
20

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
21

SHOWS

09

16

07 21

7 Cannes 9 Tampa 16 Southampton 21 Monaco
September 7 - 12 September 9 - 11 September 16 - 25 September 21 - 24

22

SHOWS

Boat Shows
September
2011
Cannes International Boat &
Yacht Show
Europe’s leading in-water exhibition, the Festival de la Plaisance
de Cannes is a unique venue offering
showgoers the opportunity to preview the finest jewels of the
sea.
September 7 - 12, 2011

Monaco Yacht Southampton
Show Boat Show

The Monaco Yacht Show presents the The UK’s leading outdoor Boat Show
greatest showcase of luxury yachting provides authentic experiences both

in the world. A high-end show guar-
anteed by the meticulous selection
on and off the water for a fun-filled
day out for boaters, trade and the 46th Tampa
of the exhibitors.
September 21 - 24, 2011
whole family.
September 16 - 25, 2011
Boat Show
Expanded in-water display will show-
case nearly three dozen best-in-class
vessels, ranging in size from 40 to 97
feet!
September 9 - 11, 2011

23


24

WORLD NEWS

PRincess yacht club
www.princess-yachtclub.com

Yacht Brokerage
Yacht Charter PRINCESSYACHTCLUB • ISSUE SEPTEMBER 2011

25

PRINCESS YACHT CLUB

Index
EDITOR’S LETTER

MOTOR YACHTS BROKERAGE
PRINCESS YACHTS 23M, 2006, 1.495.000 € 27
PRINCESS YACHTS 45, 2003, 295.000 € 28
PRINCESS YACHTS 460, 2000, 250.000 € 29
PRINCESS YACHTS 57, 2004, £490,000 30
PRINCESS YACHTS 60, 1996, £250,000 31
PRINCESS YACHTS P67, 2006, 990.000 € 32
PRINCESS YACHTS PRINCESS 35, 1987, 87.000 € 33
PRINCESS 415, 1990, 106.400 € 34
PRINCESS 46 RIVIERA, 1993, 110.000 € 35
PRINCESS YACHTS V50, 2004, 358.000 € 36
PRINCESS YACHTS V65, 2002, 795.000 € 37

26

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: 10 - Price: 1.495.000 € Tax Not Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
27

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
28

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
29

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: 11 - Price: £490,000 Tax Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
30

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: 9 - Price: £250,000 Tax Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
31

BROKERAGE

P R I N C E S S Y A C H T S P 6 7 , 2 0 0 6 , 9 9 0 . 0 0 0 €
PRINCESS YACHTS P67, 2006, Finland, 990.000 € Princess P67 (2007) with MAN 1100 (1100hp each) is a fan-
tastic example of the much sought after model of one of the most prestigious examples of Princess Yachts,
renowned for its timeless elegance and stylish design. She is in fantastic condition with only 300 hours!
Please do not hesitate to enquire with us for further information or indeed to arrange a viewing. - Specs:
LOA:68 feet Beam:17 feet Draft:4 feet - MAN 1100hp - Diesel

Web id: 7 - Price: 990.000 € Tax Not Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
32

BROKERAGE

P R I N C E S S 3 5 , 1 9 8 7 , 8 7 . 0 0 0 €
Fréjus, PR, France
PRINCESS YACHTS PRINCESS 35, 1987, Provence Côte d'Azur France, 87.000 € Place de port a vendre - Specs:
LOA:10 metres Beam:3 metres Draft:1 metres - VOLVO 200hp - Diesel

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

BROKERAGE

P R I N C E S S 4 1 5 , 1 9 9 0 , 1 0 6 . 4 0 0 €
Fréjus, PR, France
PRINCESS YACHTS PRINCESS 415, 1990, Provence Côte d'Azur France, 106.400 € bateau bien équipé. - Specs:
LOA:12 metres Beam:4 metres - VOLVO 306hp - Diesel

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
34

BROKERAGE

P R I N C E S S 46 R I V I E R A , 1 9 9 3 , 1 1 0 . 0 0 0 €
Fréjus, PR, France
PRINCESS YACHTS PRINCESS 46 RIVIERA, 1993, Provence Côte d'Azur France, 110.000 € - Specs: LOA:13 me-
tres Beam:4 metres - CATERPILLAR 435hp - Diesel

Nautic Avenue
Eric CHAPPUIS
France (+33) ((0)9) 54 22 80 56
35

BROKERAGE

P R I N C E S S Y A C H T S V 5 0 , 2 0 0 4 , 3 5 8 . 0 0 0 €
Fréjus, PR, France
PRINCESS YACHTS V50, 2004, Provence Côte d'Azur France, 358.000 € Super V50 , état neuf, peut servi seule-
ment 210h. bateau a voir. - Specs: LOA:15 metres Beam:4 metres - VOLVO 715hp - Diesel

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
36

BROKERAGE

P R I N C E S S Y A C H T S V 6 5 , 2 0 0 2 , 7 9 5 . 0 0 0 €
PRINCESS YACHTS V65, 2002, Marbella, Spain, 795.000 € Princess V65 (2002) with twin diesel MAN (1300hp)
engines. This is a great example of Princess Yachts most sort after model. She is fully fitted and has a long list
of optional extras. She has comfortable accommodation for a total of 6 guests in 3 double cabins plus crew.
Berthing in Puerto Banus can be arranged as well as delivery to any where in the Med. She is highly recom-
mended and viewing is a must. - Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MAN 1300hp - Diesel


Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
37

MARKETING

OLIVIER BAELDE
by

Editor

Luxury
Yacht
charter marketing
and social media
marketing
Your website is the online face of your company, orga-
nization. It must reflect what you are, what you do, and
how you do it; it is how current and potential customers
view you and, in many cases, interface with you. A bad
website will turn customers off to your brand or com-
pany, while an outstanding website will create new and
more loyal customers. It’s something you can’t take for
granted.

G
iven the increasing reach of social networks, database or CRM system as a backup. To increase luxury
it represents an amazingly large audience for yachts occupation rate, a dedicated mini site coupled
your website content. Even when you’re creat- with an online brochure and linked to social networks ac-
ing content outside of a social network on your own site, counts makes wonders in terms of clearly presenting the
you should strive to encourage sharing. Cross-promoting yacht features and amenities. Direct contact and reserva-
content and driving traffic from your website to your tion forms will enable the clients to get in touch with a
social networks accounts (and vice versa) is an important dedicated account manager able to present and add his
part of a smart inbound marketing strategy. personal touch in terms of services.

H S
owever, when marketing luxury yacht offered for imply placing a luxury yacht in a central listing sys-
charter, directing potential clients back to your tem does not offer the same level of service to the

site should be preferred. It will give your company client who may get a different reservation agent ev-
the opportunity to present your serivces and yachts in a erytime. Bringing personal service to clients will achieve
more formal setting. a lot in terms of customer retention. As well, a dedicated
site and brochure to market a luxury yacht will avoid be-

A
s well, your site will provide direct means of ing “lost in the crowd” among the 50 other yachts in the
contacts either through phone numbers or an central listing fleet.
inquiry form. The inquiries and contacts informa-

Y
tion are the key to increase your customer base. You need ou can manage rates and locations offered while
to make sure that you will receive all inquiries without getting over time a mailing list of clients and inter-
failure or risk of interception by a third party company. A ested persons who contacted your company about
well structured inquiry system will send a notification the yacht. It will allow you to build marketing campaigns
to the reservation agents and save all inquiries in the and send newsletters with added knowledge of your
38

marketing services for luxury yachts,
you must always take into account
the singular needs of each client and
ultimately assess the level of services
they want to find when selecting
your company for their yacht reserva-
tion.

P
roviding a highly responsive
and customized service will
set your company above the
competition.

The strategy

“ development portion of
a social media campaign
is crucial for the success

C
customers requirements. Building a lients chartering luxury yachts
of a company. You must
direct relationship with past clients are used to a high level of per-
by offering an online feedback form sonal service and will be more ask and answer the
after the charter period will increase tempted to go with a more personal appropriate and relevant
the level of understanding questions to develop the
and needs requested by your
clients. Furthermore, a dedi-
right campaign: What
cated website with a reserva- social sites are your
tion system for a luxury yacht target market currently
will alllow you to improve
using? How much time is
the “differentation factor”.

While most central agency needed to consistently
listings will provide a single interact with your social
page of information about a community?
yacht with a few pictures, a
dedicated site will allow you
to include videos and image
galleries of the yacht.

Y
ou will be as well able to pres- approach and contacts rather than
ent the crew in a more interac- searching through a full list of yachts
tive way. in order to compare all features or
amenities. When providing charter
39

SOLUTIONS

Yacht
Brokerage
Solution
360 architecture to reach
your clients everywhere
The mobile access is
T
he Yacht Brokerage Solu- tegrated with 15 social networks

“ becoming more and
more the first mode of
access to information
tions for joomla was de-
signed to answer the needs
of yacht brokerage or dealership com-
through APIs and generates high
quality yacht PDF brochures and
monthly magazines.

panies. It provides extensive features
and content. We could not found in the competition. We took great care of integrating our
solutions with more than 15 social
not ignore this fact The Yacht Brokerage solution includes networks APIs in order to automati-
in the roadmap and lead request management to store all cally distribute the listings informa-
development strategy of yacht requests. As well different re- tion to your social networks accounts
quest forms for financing, insurance, without extra work on your side. Now-
our solutions.”
storage, transport, survey store all re- adays, publishing yacht listings on
quests in tables accesssible through your web site is not enough to reach
maintenance screens in the adminis- potential buyers.
tration panel. A good marketing strategy is to reach
propects where they are most likely
The Yacht Brokerage solution is in- to be.
40

Scheduled for the end During the summer 2011, ThE appS will close

“ of the year 2011, Our
yachting solutions
will include an iphone
“ we will be prototyping
the iphone and ipad
apps, The development
“ the circle of our 360
architecture where
you will be able to
app and an ipad app will be conducted reach your potential
in order to reach during the last clients through all
your potential clients quarter of 2011 with a available channels:
wherever they are.” scheduled release date oNLINE,oFFLINE,MOBILE.”
of december 2011.”

E
xtensive and powerful fea- requests while keeping an history.
tures are included in the Yacht Administration: Front-End and Back Broker Contacts
Brokerage solution for joomla: end administration. Allows multiple Brokers, Brokerage companies have
Detailed yacht listings maintenance brokers managing their listings in an extended set of fields in order to
screens, High quality PDFs genera- the front end. enter all their contact information.
tion, Social networks posting, RSS Offices location and contacts man-
and XML feeds syndication, Web Listings Management agement is included for brokerage
Services synchronization, CRM area. Pre-loaded templates for Sailboats, companies with several locations.
Power Yachts. Fields and tabs can
The Yacht Brokerage solution allows be published or unpublished from Lead Management
a yacht broker/dealer company to the backend. Flexible layout. Different Online forms allow site
manage and promote online an in- visitors to request more informa-
ventory of new and used boats. Validations Tables tion, a yacht visit, financing... All the

Over 110 validations pre-loaded: requests are saved in tables. email
The Yacht Brokerage solution al- yacht make , engine make, elec- notifications are sent to brokers and
ready includes custom templates tronic, electrical.... offering a turn- broker can process the request ac-
for motor yachts and sailboats. key solution. cordingly.

The Yacht Brokerage solution allows Sales Cycle Forms Builder
to present professionally the inven- Built-in Sales cycle allowing to All Online forms are linked to a
tory while giving a very quick ad categorizes the yachts : for sale/ data dictionary allowing to add or
easy management interface to the contract pending/sold. Sales cycle change fields for a specific forms.
brokers and dealers. A lead man- steps can be modifiedbased on the
agement area gives the opportuni- company’s process. Bulk Images Upload
ty to brokers to manage quickly the Images are uploaded through a
41

SOLUTIONS

flash utility allowing for the
bulk upload and resizing of
the listing images without
timeout.

Social Media Mar-
keting
Powerful and integrated
APIs: Powerful & Integrated
Syndication Services: Our
Solution offers a very pow-
erful synchronization tool in
order to increase instantly
the visibility of the listings in
the Longitude 64 Yachting
Network composed of over
40 web sites (and growing)
targeting the yachting and
luxury markets.

The Yacht Brokerage Solu-
tion is integrated through
APIs with several social net-
works in order to maximize counts will appear constantly maintained
the exposure of the listings. and will help to turn visitors into followers Magazines Publishing
A manual scheduler is ac- or fans extending once again the visibility The Yacht Brokerage solution for joomla
cessible through the control of your yacht listings. generates high quality PDF magazines. All
panel maintenance screen PDF magazine listings include a qrcode
in order to post manually If your brokers had to manually update 15 generated in order to offer a quick access to
to social network. However social networks, they will spend a consid- the listing from mobile phones. Companies
the recomended way is to erable amount of time to do a repetitive using the Yacht Brokerage solution can now
use the application cronjob work. present high quality corporate magazines
scripts in order to schedule Current integrations with Social networks to clients and prospects. We can generate
automatic postings at regu- APIs are: Facebook, Twitter, Scribd, Issuu, every month a monthly corporate maga-
lar intervals. Slideshare, Flickr, Docstoc, Flickr, Picasa, zine with current listings. We can create

Youtube. custom design for the magazines matching
This outstanding integra- the company’s graphic chart for an addi-
tion allows a brokerage Automatic XML Feed Generation is inte- tional cost.
company to update auto- grated with: Olx, Vast, Oodle.
matically major social net- 0 High quality PDF Generation
works as soon as an update Automatic yachting XML Feed Generation
is made to a yacht listing. It is integrated with: The Yacht Market, Boat The Yacht Brokerage solution for joomla
brings constant updates to 24, Boatshop 24, Boats and outboards, generates high quality magazines. Maga-
social networks accounts Boards & Outboards, Jameslist... zines are generated by our platform as a
making them live and al- special service to clients using our yachting
waqys brigning new con- It uses the openmarine xml standard. solution.
tent or images. (www.openmarine.org)
Your social networks ac- The integration with social networks is
42

Princess Yacht Club magazine - Yacht Brokerage - September 2011 issue

Princess Yacht Club magazine - Yacht Brokerage - September 2011 issue

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