Azimut 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

AZIMUT YACHT CLUB
www.azimut-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 BOAT SHOWS

listings
Fall Boat Shows
e
Calendar
ag
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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twitter: www.twitter.com/longitude64

contents
LONGITUDE64
EDITOR’S LETTER

8 EDITOR LETTER
Welcome to the
Azimut Yacht Club magazine

12 Online marketing
5 digital marketing commandments for
luxury brands

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

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

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

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

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

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

FEATURES
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011

52 YACHT CHARTER MARKETING
Inbound marketing strategy for
luxury charter yachts

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

04
61 Find Prospects
Using social media to find
prospects.

63 Online PR
Understanding online PR and how
to use it to create brand awareness

64 YACHT CHARTER SOLUTIION
Presentation of the yacht charter
advantages

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

74 YACHT DESIGN NEWS
Yacht design news for

72 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

AZIMUT
YACHT CLUB

PUBLISHER/EDITOR
Welcome Olivier Baelde
editor@yachting.vg

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

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

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

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Visit www.azimut-yachtclub.com for full details - Web id: 12

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SOCIAL MEDIA

5 digital marketing
commandments for
luxury brands Just like the

Lately people are talking about luxury democratic media in the world.
“ luxury products and
services themselves,
the quality of luxury
brands and digital marketing. “Is Digi-
digital marketing
tal Killing the Luxury Brand?” Invari- 0 You shall democratize but relies on ideation and
not downgrade

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

gage not only their paying customers, but also people 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
Establishing an efficient

“
TV spot by compressing and upload- “There is a sense of urgency asso-
ing to YouTube, or they post a print ad ciated with digital platforms,” , but
SOCIAL MEDIA marketing
to Facebook. luxury brands must be careful not to
embrace a platform just because it’s strategy becomes now
This blanket strategy weakens the hot. Only those platforms that spring a reality for yacht
perception of luxury brands. Just as directly from a core brand ideal or brokerage and yacht
one wouldn’t put a 30-second static customer need can succeed without
print ad on TV, so should one avoid diluting the brand itself.
charter companies. When
stealing traditional media by hawking establishing the company
it in the digital space. Having a marketing strategy is good, marketing strategy,
but having a marketing strategy that
several key indicators
Luxury digital media requires a devel- works is great! Using social media re-
opment, production and deployment quires a careful thought process, stra- must be closely watched.

strategy specific to its digital chan- tegic planning and flawless execution. As well, deciding the
nels. Nothing less will do. direction of the data
0 Observe and analyze your
0 You shall not covet the marketing strategy
flow between the
neighbour’s media channels company and third party
Very often, businesses jump on to sites can become costly
Just because one luxury brand is suc- Facebook and Twitter without even
in terms of advertising
cessfully utilizing a particular digital analyzing what they need out of these
approach does not mean another social networks. They claim that since budget without bringing
luxury brand should follow the same their competitors are using social me- long term traffic. ”
strategy. dia so they have no other choice but
14

to adopt social media. Sooner than later, such businesses no single criteria based on which you can determine the
are caught off-guard and their social media ambitions success/ failure of your social media strategy.
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

AZIMUT 46, 1997
199.000 €

Nautic Avenue

France (+33) ((0)9) 54 22 80 56

AZIMUT 46, 1997, Provence Côte d’Azur France, 199.000 €

Specs: LOA:13 metres - CATERPILLAR 435hp - Diesel

LONGITUDE 64

OLIVIER BAELDE
by

Editor

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

0 What to include in your
social media marketing
strategy

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

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
your organization’s online presence. l Find out if you have an active l Check where your target
Here are a few things to consider presence in target markets. audience generally interact more.
before you formulate a social media l Rate yourself vis-à-vis your l Check what keywords they are
marketing strategy: competitors in the online using.
environment. Find out what your l Find out what they need, and
Analyze your online presence: competitors are doing better than where their interests lie.
you, and also what you are doing
better. Identify and analyze what you

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

l Assign responsibility to the A query, tweet, or a comment re-
correct department, whether it is quiring clarification on the Facebook If you suspect trolls or deliberate
PR, marketing, communications, page, blog, or other portals must be misinformation, one way of ensuring
or other. Create a team with well replied to within 24 hours. more transparency is by creating a
defined goals regarding your Login requirement for posting com-
SMM strategy. This may mean Blog posts, tweets must be of high ments on your blog.
creating micro-goals like number quality and value and/or knowledge
of blog posts per week, Start your journey now!
time duration set for A well planned and executed social
responding etc. Remember, the beginning may
l Study the existing sites
media marketing (SMM) strategy be slow. It takes time to en-
and find out where takes you where your users and buy- gage your audience and build
you need to focus your ers are. It lets you share the voice loyalty. Keep your interactions
attention the most. transparent, fair, and timely.
of your organization, get real time
l Create measurable target With a continual engagement
goals of what you want feedback for your products, create in diverse social media tolls,
to achieve from your an instant buzz for your new product you will be soon rewarded
SMM strategy. offerings, build customer loyalty, and with a vibrant, online commu-
nity for your organization.
0 Monitoring your reach an informed target audience.
social media strategy

enhancing. The content in your posts
For your SMM strategy to pay you should be good enough to get linked
long-term dividends, you need to by other sites.
make sure you have practices and
checks in place that ensure efficient Blog posts must be frequent enough
execution and a quick response. The to sustain interest.
following measures will help you en-
sure responsiveness and professional In case of critical comments, it’s better
interaction:Monitor your progress to respond to them immediately and
closely fairly. Negative comments need not
always be deleted or removed.
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
Hamburg

sailboats, fishing boats, performance
attendees. The show, the nation’s old-
sportboats, family trailerables, ski
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


26

WORLD NEWS

AZIMUT yacht club
www.azimut-yachtclub.com

Yacht Brokerage
Yacht Charter AZIMUTYACHTCLUB • ISSUE OCTOBER 2011

27

SOCIAL MEDIA

Social Media Establishing an efficient

Marketing and “ SOCIAL MEDIA marketing
strategy becomes now
a reality for yacht

Yachting brokerage and yacht
charter companies. When
establishing the company
marketing strategy,
The most costly decision a market- it does not appear anymore as a cost
several key indicators
ing or sales manager will take when effective solution in a long term strat-
implementing a marketing strategy egyh. All third party listings sites rely must be closely watched.

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
28

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
29

SOCIAL NETWORKS

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

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

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
30

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-
31

SOCIAL NETWORKS

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

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

Integrating your site more
tighly with external social
networks will allow you to
communicate faster new
information to be given to
followers and groups. You
will be able to provide a
constant flow of informa-
tion and news through
automated tasks. When us-
ers visit your website, your
can control the information on a regular basis for example a new yacht tional tone and respond to other partici-
given to them as well as listing or price reduction offer, you keep the pants in the conversation. Automated ac-
getting their feedback on flow going. counts or accounts that are updated with a
specific polls or through a stream of links do not produce results.
comment system. 0 Common Mistakes Companies
You can inform your Make With Messaging 0 Controlling the message
groups, friends and follow- Every social media user has a very clear Social media is not about controlling a mes-
ers that the newsletters idea of what social media means to them, sage. In fact, the very nature of social media
generated every month is and how they want to be approached by is such that no one person or organization
available on your website. companies on social media. Most com- can control the message. Because social
The important point in panies don’t realize that the way they ap- media is a medium to share information
this social network integra- proach social media sends its own message through a network, companies must re-
tion with your website is to consumers. Here are some of the most alize that once they put the message 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-
32

There are so many ways to use social media to communicate draw the line with abusing permission? Un-

“ with the customer, and as social media goes mainstream fortunately, this question is similar to asking
companies are finding new ways every day. All of these where comedians draw the line with poten-
purposes for communication fall into three main
tially offensive jokes. The truth is that different
users have different levels of tolerance. Just like
functions: public relations and marketing, sales, and a comedian might experiment with messaging
customer services.” based on the feedback he or she is receiving
from the audience, your company must experi-
0 Not controlling the message
ment with the right level of communication, erring on 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
33

AZIMUT YACHT CLUB

Index
EDITOR’S LETTER

MOTOR YACHTS BROKERAGE
AZIMUT 68 S, 2005, 830.000 € 27
AZIMUT AZIMUT 105, 2008, 5.000.000 € 28
AZIMUT AZIMUT 46, 1997, 199.000 € 29
AZIMUT 55 E, 2008, 790.000 € 30
AZIMUT 68E, 2008, 1.490.000 € 31
AZIMUT 68S, 2007, 1.200.000 € 32
AZIMUT LEonArdo 98 E, 2007, 4.400.000 € 33

34

BROKERAGE

A Z I M U T 68 S , 2 0 0 5 , 8 3 0 . 0 0 0 €
Poole, DOR, United Kingdom
AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with twin diesel MTU (1320hp)
engines. This is a great example of one of the most popular open style family cruisers on the market. She is
fully equipped and has been professionally maintained from new. The Azimut 68 S offers fantastic accom-
modation with great volume. Highly recommended and must be seen. Motivated owner. - Specs: LOA:20
metres Beam:5 metres Draft:1 metres - MTU 1320hp - Diesel

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
35

BROKERAGE

A Z I M U T 105 , 2 0 0 8 , 5 . 0 0 0 . 0 0 0 €
Nice, PR, France
AZIMUT Azimut 105, 2008, Barcelona, Spain, 5.000.000 € - Specs: LOA:105 feet Beam:21 feet Draft:1 metres
- MTU 2216hp - Diesel
Web id: 7 - Price: 5.000.000 € Tax Not Paid

Yacht Show Room Brokerage
Nicolas Valin
France (+33) (977) 197- 205
36

BROKERAGE

A Z I M U T 46 , 1 9 9 7 , 1 9 9 . 0 0 0 €
Fréjus, PR, France
AZIMUT Azimut 46, 1997, Provence Côte d'Azur France, 199.000 € - Specs: LOA:13 metres - CATERPILLAR
435hp - Diesel

Nautic Avenue
France (+33) ((0)9) 54 22 80 56
37

BROKERAGE

A Z I M U T 55 E , 2 0 0 8 , 7 9 0 . 0 0 0 €
Golfe Juan, PR, France
AZIMUT Azimut 55 E, 2008, Golfe Juan, Provence Côte d'Azur France, 790.000 € Azimut 55 year 2008 in im-
maculate condition. 3 cabins / 3 bathrooms version. Extremely well looked after boat, constantly upgraded,
professionally maintained, fully serviced and ready to go. - Specs: - N/A - Diesel
Web id: 4 - Price: 790.000 € Tax Not Paid

Nicolas Valin
France (+33) (977) 197- 205
38

BROKERAGE

A Z I M U T 68 E , 2 0 0 8 , 1 . 4 9 0 . 0 0 0 €
Cannes, PR, France
AZIMUT Azimut 68E, 2008, Cannes, Provence Côte d'Azur France, 1.490.000 € This Azimut 68 Evo built in
2008 is in pristine condition: only 1 owner, permanent crew of 2, managed professionally... this yacht is
ready to go! She is very well equipped up to charter standards and offers all the safety equipment demand-
ed by RINAVE Commercial Class. The owner who has not been able to use her as much as desired is a keen
seller. - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel

Nicolas Valin
France (+33) (977) 197- 205
39

BROKERAGE

A Z I M U T 68 S , 2 0 0 7 , 1 . 2 0 0 . 0 0 0 €
Mandelieu-La-Napoule, PR, France
AZIMUT Azimut 68S, 2007, Mandelieu-La-Napoule, Provence Côte d'Azur France, 1.200.000 € - Specs:
LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel

Nicolas Valin
France (+33) (977) 197- 205
40

BROKERAGE

A Z I M U T L E O N A R D O 9 8 E , 2 0 0 7 , 4 . 4 0 0 . 0 0 0 €
Cannes, PR, France
AZIMUT Leonardo 98 E, 2007, Cannes, Provence Côte d'Azur France, 4.400.000 € One of the rare Azimut
98 Evolution offered on the market for sale, MY Leonardo is commercially registered, fully equipped for
charter and ready to go! The owner is a keen seller and we urge you to bring offers. - Specs: LOA:100 feet
Beam:22 feet Draft:6 feet - MTU 2200hp - Diesel

Nicolas Valin
France (+33) (977) 197- 205
41

AZIMUT YACHT CLUB

Index
EDITOR’S LETTER

MOTOR YACHTS CHARTER
AZIMUT 68S 2007 - AnoLhA 35
AZIMUT 86S 2007 - ChIMErA 36
AZIMUT 103 SL 2007 - ThE SULTAn’S WAy 007 37
AZIMUT 103SL 2008 - GoGAMIGoGA 38
AZIMUT 105 2008 - LAUrA 1 39
AZIMUT 50 2005 - PrETTy WoMAn 40
AZIMUT 85 2008 - 4FUn 41
AZIMUT 98 2007 - My LEonArdo 42
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011

42

CHARTER
CHARTER

AZIMUT 68S 2007 - ANOLHA
La Rague, France
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011

Anolha is a brand new azimut 68s from the open line. Based in port la rague (close to cannes, france),
she will take you to the most remote or exclusive places of the riviera in total comfort and speed!
anolha is very well equipped and features a unique and sleek style, a very large salon open on the out-
side deck and 2 spacious cabins. The twin cabin will accommodate the stewardess. Matthew connor,
captain of anolha will be your guide to the riviera; our stewardess will be delighted to prepare your
breakfasts, light lunches and make sure you feel at ease at all times.

Neoyachting
14 quai Papacino, 06300 Nice, France
Telephone: +33 489 039 464
Fax: +33 492 004 959
www.neoyachting.com
43

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

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