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FAIRLINE YACHT CLUB www.fairline-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

BOAT SHOWS Yacht Bro ke r

Yacht brokerage listings FOCUS

Marketing for the yachting industry

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M o s t

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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 Online marketing 12

Welcome to the Fairline Yacht Club magazine

5 digital marketing commandments for luxury brands

16 LONGITUDE 64

A new approach to yacht brokerage and yacht charter marketing

20

SOCIAL Marketing Mix

What to include in your social marketing strategy

24 BOAT SHOWS CALENDAR

Boat show events taking place in october 2011

26 SOCIAL NETWORKS SOCIAL MEDIA MARKETING 32

Advantages of using APIs integration to post automatically to social networks.

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

32

YACHT BROKERAGE LISTINGS Fairline Yacht brokerage listings for the month of october 2011 presented by brokerage companies using our yacht brokerage solution

LONGITUDE64 • ISSUE OCTOBER 2011

FEATURES

04

50 YACHT CHARTER MARKETING YACHT BROKERAGE SOLUTION 52 Inbound marketing strategy for luxury charter yachts

Presentation of the yacht brokerage solution for joomla. Features and advantages

59

Find Prospects

Using social media to find prospects.

Yacht Brokerage and Charter Marketing


61

Online PR

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

62

YACHT CHARTER SOLUTIION

Presentation of the yacht charter solution for joomla. Features and advantages

66

DOCKS & SLIPS SOLUTION

Presentation of the docks & slips solution for joomla. Features and advantages

70

NEWS AROUND THE WORLD Yachting events around the world

72

YACHT DESIGN NEWS Yacht design news for october 2011

10

Cover Story

%O

FF

GRAB

yearly Subscription Today !!

Longitude 64 - The Yachting Network offers powerful features to yacht brokerage and yacht charter companies looking for a turnkey solution in order to improve their inbound marketing activities and social networks integration .


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

FAIRLINE YACHT CLUB PUBLISHER/EDITOR Olivier Baelde editor@yachting.vg

Welcome Marketing solutions for yacht brokerage , yacht charter companies and real estate agencies specializing in the rental and sale of docks and slips are our primary focus. Web Solutions

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

We developed over the last 24 months an online platform using the latest technologies in terms of web design, database architecture, cloud hosting.

8

Furtermore, a very powerful social network integration though APIs allows the brokerage and charter companies using our yachting solutions to gain maximum exposure on a worldwide basis with a minimum of efforts on their side. Then, our montlhy magazines generated through an InDesign CS5 workflow integration allows to generate on a monthly basis magazines for every sites composing The Yachting Network.

Magazines are available in printed and electronic versions. The Yachting Network platform coupled to our yachting solutions provide an exclusive set of features to yacht brokerage and yacht charter companies allowing them to market worldwide on different medias their yachts for sale or charter fleet. We continuously work on improving our platform to provide advanced features not available in third party listings websites.

Mobile Solutions The release of our iphone and ipad apps are scheduled for december 2011. It will add even more reach to our solutions.

ADVERTISING MGR James Blackburn advertising@yachting.vg SALES MGR Ian Foster sales@yachting.vg MARKETING MGR Clive Coleman marketing@yachting.vg PR MGR Antoine Bonvin pr@yachting.vg SUBSCRIPTIONS MGR Danielle Chiocci subscriptions@yachting.vg SOCIAL NETWORKS MGR Sven Nicklasson social_networks@yachting.vg BUSINESS DEVELOPMENT MGR Glen Coburn bus_dev@yachting.vg

Join us Olivier Baelde Publisher, Editor Crans Montana, Switzerland

All correspondence should be addressed to Latitude 26 Ltd 88-90 Hatton Garden Suite 36 London, EC1N 8PN United Kingdom


Targa 52, 2005

FAIRLINE

Specs: LOA:16 metres Beam:4 metres Draft:1 metres - VOLVO 715hp - Diesel Web id: 5 - Price: 445.000 € Tax Not Paid Visit www.fairline-yachtclub.com for full details - Web id: 5

Motor Boat Broker Nicky Davies Spain (+34) (971) 695-441


Targa 52, 2005

FAIRLINE

FAIRLINE Targa 52, 2005, Mallorca, Baleares Spain, 445.000 ₏ This Fairline Targa 52 has been superbly maintained and is offered in excellent order. The boat has a full Mediterranean specification including air conditioning, Raymarine navigation equipment and all the other extras that you would expect from a boat of this calibre. Visit www.fairline-yachtclub.com for full details - Web id: 5

Motor Boat Broker Nicky Davies Spain (+34) (971) 695-441


SOCIAL MEDIA

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

5 digital marketing commandments for luxury brands

12

Lately people are talking about luxury brands and digital marketing. “Is Digital Killing the Luxury Brand?” Invariably, these discussions evaluate the dangers of leveraging a wholly democratic platform in order to promote a wholly exclusive industry. But, as usual, the discussion misses the point. The question is not if luxury brands can safely leverage digital media. The question is how. With that in mind, here are five commandments for marketing luxury brands using the most

democratic media in the world.

00 You shall democratize but not downgrade Luxury brands obsess over losing exclusivity in the digital space, but this concern puts the cart in front of the horse. A luxury brand generates exclusivity by cultivating a block of consumers who wish they could buy the brand’s products, but cannot afford them. Simply, if luxury brands want to remain luxurious, they have to en-

Just like the luxury products and services themselves, the quality of luxury digital marketing relies on ideation and execution. A dress is not inherently luxurious; the difference lies in its design and high-quality manufacture. The same is true of digital marketing media. ”


gage not only their paying customers, but also people who want but can’t have.

00 You shall honor digital media

This is where the democratizing power of social and new media comes into play. Social media enables luxury brands to build tremendous clout among the aspirational set. In some cases, social media may be the only place aspiring consumers can reach the brand at all. This, in turn, builds tremendous prestige among the affluent set.

If luxury brands indeed fear brand dilution, they must first stop diluting the quality of their digital media. Luxury clients may say, “But it’s just a behind-the-scenes video for Facebook and YouTube! Do we really need to spend that much on production?” The answer is always “yes.” Digital luxury marketing is only as luxurious as the brands are willing to make it.

All the while, luxury brands must strive toward the highest creativity, elegance and production quality. Only in this way can luxury brands both cultivate desire and maintain exclusivity, and thus, grow in the digital world safely.

00 You shall not kill the conversation Luxury brands worry that if they allow interactivity or usergenerated content, if they initiate a conversation between brand and buyer, they will lose control of the brand image. This is simply not true. 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 primarily features Burberry-commissioned, high-end photography 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 campaigns with embedded brand control. Killing the conversation outright is not the answer.

Just like the luxury products and services themselves, the quality of luxury digital marketing relies on ideation and execution. A dress is not inherently luxurious; the difference lies in its design and high-quality manufacture. The same is true of digital marketing media. Luxury brands must decide whether their digital marketing is luxurious or commonplace, and they must commit to making their digital messaging more beautiful, more innovative and more elegant than anything else out there. Only then can they preserve their up-market brand values.

00 You shall not steal from old media The primary reason luxury brands fail at social and new media is because they haven’t bothered to understand it. Luxury brands take media developed and produced for traditional deployment and force it onto their social and new media platforms.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

In order to democratize without downgrading, luxury brands must maintain the digital conversation by engaging more aspirational consumers and including them in a controlled brand dialogue. On the other hand, the brand must prevent brand downgrading by embracing cleverness and avoiding mimicry, by ensuring innovation and not stealing from their traditional campaigns, and by treating digital media like the marketing powerhouse that it is.

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LONGITUDE 64

For instance, they digitize a traditional TV spot by compressing and uploading to YouTube, or they post a print ad to Facebook. This blanket strategy weakens the perception of luxury brands. Just as one wouldn’t put a 30-second static print ad on TV, so should one avoid stealing traditional media by hawking it in the digital space. Luxury digital media requires a development, production and deployment strategy specific to its digital channels. Nothing less will do.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 You shall not covet the neighbour’s media channels

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Just because one luxury brand is successfully utilizing a particular digital approach does not mean another luxury brand should follow the same strategy. “There is a sense of urgency associated with digital platforms,” , but luxury brands must be careful not to embrace a platform just because it’s hot. Only those platforms that spring directly from a core brand ideal or customer need can succeed without diluting the brand itself.

Having a marketing strategy is good, but having a marketing strategy that works is great! Using social media requires a careful thought process, strategic planning and flawless execution.

00 Observe and analyze your marketing strategy Very often, businesses jump on to Facebook and Twitter without even analyzing what they need out of these social networks. They claim that since their competitors are using social media so they have no other choice but

to adopt social media. Sooner than later, such businesses are caught offguard and their social media ambitions reach a tame end. It is important for businesses to analyze how social media can help them. They need to observe how people use social media and how their competitors are leveraging it. Analyze your business needs and how various social networks like Facebook, Twitter, LinkedIn and others can fulfill these needs.


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.

fore, it’s important for businesses to evaluate the impact of their social media efforts.

Evaluating social media ROI is easier Once you’ve determined what you said than done. There’s no single critewant out of social media, the next ria based on which you can determine important question is how the success/ failure of your soyou get it. Businesses need to cial media strategy. A well planned and executed social come up with an action plan with realistic targets and fea- media marketing (SMM) strategy 00 Refine your sible time/ cost estimates. If takes you where your users and buymarketing strategy your action plan takes forever ers are. It lets you share the voice to achieve or if it requires you The real beauty of social meto invest a fortune, there’s a of your organization, get real time dia lies in its dynamism. Social strong case to revisit your ac- feedback for your products, create media is changing all the time. tion plan. In such cases, it’s an instant buzz for your new product For example, if you logged in best to start with concrete to your business’ Facebook offerings, build customer loyalty, and short-term goals such as I profile, after a long gap, you want to have 2,000 Facebook reach an informed target audience. would have realized that it’s Friends in the first 3 months now a Fan Page. Therefore, it’s or I want to close 5 deals with 00 Evaluate your marketing important to continuously refine your my Twitter followers this month etc. social media strategy and adopt a strategy

00 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

Most business follow a simple rule when it comes to adopting new technologies or paradigms – If it boosts my business’ ROI, it’s worth the investment. Social Media is no exception to this rule. Unless, businesses see value addition from social media, they are not going to take the plunge. There-

flexible approach with the changing social media scenario. Does your business have a social media strategy that works? If so, what are the most important criteria for developing such a marketing strategy? How does your business measure its social media ROI? Do you think it is

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 What’s your social marketing strategy’s action plan?

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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

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

W

16

elcome to the Longitude 64 monthly magazine. The primary purpose of this magazine 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 Yachting 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 version to allow readers to be able to read offline while traveling for example. Furthermore, it allows our clients to reach potential buyers who are not always willing to stay a long time in front of a computer screen in order to review luxury yachts for sale or charter. A printed version still has its charm and provides added value to our clients.

w

We hope you will enjoy reading every month our magazines. In the following months, every site part of The Yachting Network will be integrated in the Adobe Indesign workflow in order to generate monthly magazines adding again some exposure and visibility to

our clients listings.

T

he architecture of our platform now comes full circle. We are able to provide to all clients using our yachting and real estate solutions an integrated platform able to deliver online and offline visibility through very efficient web services.

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urthemore, our complete integration to over 15 social networks through APIs allows clients using our solutions to post automatically listings updates on their social media accounts without extra work.

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e believe that a tight integration between the web sites of our clients running one of our yachting solutions and social networks and coupled with a printed version will bring them a very powerful platform to increase the visibility of their listings.

U

nlike third party listing sites specializing in yachting, clients list their yachts only once on their websites in our yachting solutions and then syndication takes place. It insures that their domain name and web site is the place where all listings are managed, indexed first by search engines and where all inbound traffic goes back to when syn-


O

ver time, this strategy will bring continuous lead generation at a fraction of the cost spent on multiple third party listing sites where listings are lost in the crowd.

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he Yacht Brokerage Solutions for joomla was designed to answer the needs of yacht brokerage or dealership companies. It provides extensive features not found in the competition. The Yacht Brokerage solution includes lead request management to store all yacht requests.

T

T

he Docks & Slips Solution for joomla was designed to answer the needs of real estate agencies specializing in the sale and rental of yacht slips. It provides extensive features not found in the competition. The Docks & Slips solution includes

geting the yachting and luxury markets. acht Listings are as well distributed in RSS feed format to different subscribers and feedburner. XML feeds are syndicated to generic third party web sites like Olx, Vast, Oodle. It helps in increasing backlinks to the client’s webwebsite.

Y

The Yachting Network has local sites in all european countries. The print version of our magazine brings additional readers and visibility to our clients. Complete integration in social networks maximizes the exposure of yacht listings. Soon to be released, mobile apps will close the circle of a 360 inbound marketing strategy.

he Yacht charter reservation Solutions for joomla was designed to answer the needs of yacht charter companies. It provides extensive features not found in the competition. The Yacht Charter Reservation solution includes reservation requests and quotes management as well as online availability calendars.

lead request management to store all yacht slips requests.

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owerful and integrated APIs: Powerful & Integrated Syndication Services: Our Solution offers a very powerful synchronization tool in order to increase instantly the visibility of the listings in the Longitude 64 Yachting Network composed of over 15 web sites (and growing) tar-

A

dditional XML feeds following the openmarine standard (www. openmarine.org) generate files compatible with The Yacht Market, Boatshop24, Boat 24, Jameslist... completing a very powerful array of syndication tools. FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

dicated to other sites.

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FAIRLINE Targa 44, 2008, £395,000 Located in Gibraltar

FAIRLINE Targa 44, 2008, Gibraltar, £395,000 The GRAN TURISMO model features a newly designed cockpit with hugely increased space and a dining area which easily converts into a sunpad - providing real adaptability and functionality.

UK Office Contact: Mark Davies Tel: +44 (0)1242 250 000 Fax: +44 (0)1242 500 253 Mobile: 07703 336 634


FAIRLINE Targa 44, 2008, £395,000

Located in Gibraltar

Specs: LOA:13 metres Beam:4 metres - VOLVO 435hp - Diesel Web id: 8 - Price: £395,000 Tax Not Paid

Mallorca Office Contact: Amanda Pollett Tel: 34 687 070 252 Fax: +44 (0)1242 500 253 Mobile: +34 607 499 342


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 organization, 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.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 What to include in your social media marketing strategy

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An effective SMM strategy will leverage all quality online social hubs where users and customers meet and converse. A good SMM portfolio includes a presence on diverse and multimedia social sites. Let’s take a look at the key elements of a good SMM strategy. Social Networking Sites Social Networking SitesThere are various social networking sites where you can create profiles to connect with your target audience directly. Create a Facebook fan page. Create tweets and retweets on Twitter. Create your organization’s profile on Linkedin. According to statistics released by Face-

book, the social networking website has around 500 million active users, of which around 50% log in every day for commenting or browsing. A Facebook fan page thus makes a lot of sense to reach an active online audience. On the other hand, Twitter has real time updates and news-worthy tweets that even search engines show in their search results. The tweets about your products are quickly read and responded to by other users. A Twitter account to respond to and create a buzz about your product is therefore essential. Linkedin is accessed by a variety of professionals and businesses looking to connect and research for work and business. Hence, a Linkedin account for your organization is great

for networking within the industry or with vendors. Blogs, Microblogging engadget_logoBlogs give you a wide platform to talk about key issues. Blogs are also a great way of bringing traffic to your main website. For an effective blog, you need to post fresh and relevant content frequently, monitor and respond to comments, create internal links, and build a community of loyal readers. Microblogging through sites like Twitter also lets you send short, crisp updates. Some famous company blogs are www.engadget.com, googleblog. blogspot.com, blog.facebook.com &


Online Videos

Duo processor. Photosharing, Slide Sharing Photo Sharing Sites Like FlickrSharing relevant and interesting images with your user base also helps in creat-

and would use in their business. If your organization has conducted any good-to-know research, you can share the findings online. You can also share your presentations, slides, and reports through websites like Slideshare and Scribd.

Podcasting Online VideosWebsites like A well planned and executed social Youtube have created a media marketing (SMM) strategy itunes_podcast_iconAs per whole new arena for multitakes you where your users and buyPodcast.com, “Podcasting is media interaction. Sharing the method of broadcasting and viewing videos is now, ers are. It lets you share the voice audio files over the internet not just an activity enjoyed of your organization, get real time which can be downloaded and by individuals for their own feedback for your products, create listened to via your computer pleasure, but also a great and/or portable music player. way for an organization to an instant buzz for your new product The reason why podcasting is share information about its offerings, build customer loyalty, and linked directly with the name products. Organizations have reach an informed target audience. iPod is due to strictly to the fafound sharing interesting and miliarity of origin of the word related videos on Youtube to be a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began downsustained 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 usor business events in your organiza- Flickr have an active user base and ers find podcasts a great way of staying in touch with new developments tion. When Intel uploaded fun and can be leveraged for this purpose. while on the move. Websites like Blip digitally enhanced videos of its Consumer Electronics Show exhibit, it not Slide sharing, on the other hand, di- let you conveniently share your podonly 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.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

en.community.dell.com/dell-blogs/ default.aspx. If you want blogs related to SEO, you can check out searchengineland.com, www.seomoz.org/blog or www.searchenginejournal.com.

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SOCIAL MEDIA

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 Points to consider before formulating a social media marketing strategy

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The sites mentioned above are very useful and can change the path of your organization towards tremendous success. However, if done without 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. Here are a few things to consider before you formulate a social media marketing strategy: Analyze your online presence: ll Use metrics to find out more about your online presence. You

ll ll ll ll

ll

need to ask questions like: What is the total count of visitors on my site? Where do they come from? How many of them are directed by search engines? Find out how often your website gets linked by other sites. Check how often you post fresh content. Find out if you have an active presence in target markets. Rate yourself vis-à-vis your competitors in the online environment. Find out what your competitors are doing better than you, and also what you are doing better. Check your status on social networking sites. Do you have a presence already that needs to be optimized? Or, do you need to start from scratch?

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. ”


Analyze your position Define and analyze your target audience: ll Check where your target audience generally interact more. ll Check what keywords they are using. ll Find out what they need, and where their interests lie. Identify and analyze what you want from your SMM strategy: ll Check the enthusiasm and commitment of your top management and marketing department for having a dedicated SMM strategy. In case the commitment seems inadequate, discuss and educate till you get a dedicated and informed agreement. ll Assign responsibility to the correct department, whether it is PR, marketing, communications, or other. Create a team with well defined goals regarding your SMM strategy. This may mean creating micro-goals like number of blog posts per week, time duration set for responding etc. ll Study the existing sites and find out where you need to focus your attention the most. ll Create measurable target goals of what you want to achieve from your SMM strategy.

Blog posts must be frequent enough to sustain interest. In case of critical comments, it’s better to respond to them immediately and fairly. Negative comments need not always be deleted or removed. If you suspect trolls or deliberate misinformation, one way of ensuring more transparency is by creating a Login requirement for posting comments on your blog. Start your journey now! Remember, the beginning may be slow. It takes time to engage your audience and build loyalty. Keep your interactions transparent, fair, and timely. With a continual engagement in diverse social media tolls, you will be soon rewarded with a vibrant, online community for your organization.

00 Monitoring your social media strategy

The following measures will help you ensure responsiveness and professional interaction:Monitor your progress closely A query, tweet, or a comment requiring clarification on the Facebook page, blog, or other portals must be replied to within 24 hours. Blog posts, tweets must be of high quality and value and/ or knowledge enhancing. The content in your posts should be good enough to get linked by other sites.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

For your SMM strategy to pay you long-term dividends, you need to make sure you have practices and checks in place that ensure efficient execution and a quick response.

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SHOWS

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FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

20

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27 27 Fort Lauderdale October 27 - 31

29 13 Annapolis October 13 - 16

20 Long Beach October 20 - 23

29 Hamburg October 29 - Nov 6


SHOWS

Boat Shows October 2011 Fort Lauderdale International Boat Show

Annapolis

Long Beach

Now in its 40th year, the United States Powerboat Show, October 13-16, 2011, attracts over 40,000 attendees. The show, the nation’s oldest and largest in-water powerboat exhibition. October 13 - 16, 2011

“One of the West Coast’s largest inwater/outdoor boat shows featuring hundreds of motor yachts, cruisers, sailboats, fishing boats, performance sportboats, family trailerables, ski boats, pontoons, inflatables and personal watercraft.” October 20 - 23, 2011

Hamburg Hamburg Fall Boat Show October 29 - Nov 6, 2011

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

A wide variety of boats and sea vessels will be on display including 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

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SOCIAL NETWORKS

Common Mistakes companies Make With Strategy: Some of the most common mistakes companies make with social media revolve around making decisions that aren’t consistent with having good business sense. Because social media tools are free, some companies tend to take the wrong approach: use all tools to see what sticks. Here are some of the most common mistakes to avoid with social media strategy:

Yachting & Social Networks Strategy While it’s useful to get into the details and tactics of social media, a solid marketing strategy should work no matter the medium. The smartest companies will focus on strategy because in the world of Web 2.0, the tools are constantly changing.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 Not developing a social media strategy

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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 Facebook fan page. This is the equivalent of pulling random 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 medium, social media requires a well-thought out marketing strategy plan. utmost importance. Furthermore, because

00 Perfecting a social it takes time to build social media accounts, every minute you waste by not being there media strategy Even though a social media strategy is important, don’t wait for the strategy to set up your company’s accounts. Reserving your company’s name on various social media sites is of the

is followers you could be losing.

00 Gathering followers rather than building a network There are no shortcuts in social media, and the bottom line is companies have to build relationships with their customers before

they can sell anything. Social media may seem free, but the hidden time costs to build relationships Social media is not a quick way to make more sales; in fact, social media actually adds cycle time to the sales process. Just like any other process, a company must consider how much of its resources to invest.


00 Putting all eggs in one basket It’s exciting to see extraordinary results on one form of social media, and tempting to invest all your resources into what’s working. Try to resist. With the speed at which technology changes, social media is starting to look similar to the fashion cycle: one day you’re in, the next day you’re out. Tools fall in and out of fashion all the time – remember Friendster, and more recently, MySpace? Companies that build a large equity on one tool will find themselves with nothing if the tool loses popularity. While having a social network presence through Facebook, Twitter and other social networks proves mandatory nowadays, a new concept tested by our yachting solutions is to benefit from Facebook groups and social activity by bringing back “friends and followers“ to the company’s website in order to propose targeted services and fea-

tures pertaining to your business activity.

00 Facebook On Facebook for example, the new graph API allows to post update statuses about listings, upload images in albums , post events in calendar.. As well, you can use the facebook user authentication to login into your site and read or contribute to your content. The advantage is that you can at the same time know more about this person and propose a subscription to your newsletter. When he connects to your site with his facebook’s user id , you will be able then to send messages directly through the facebook graph API. It will allow you to keep this user informed about your company activities automatically through your website. It provides an extra level of possibilities since you no longer need a user to subscribe to your newsletter. While you manage your own facebook groups , you can post automatically news to the groups and invite all new friends automatically to join the groups through the APIs.

00 Friends and Followers By inviting your “friends and followers” to visit and connect to your site using their

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Every social media user has a very clear idea of what 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 social media sends its own message to consumers.”

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SOCIAL NETWORKS

facebook user id , you give them the possibility to share information and recommend other users to connect with you.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

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

28

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 information and news through automated tasks. When users visit your website, your can control the information given to them as well as getting their feedback on specific polls or through a comment system. You can inform your groups, friends and followers that the newsletters generated every month is available on your website. The important point in this social network integration with your website is to keep the channels open and regularly communicate to provide new information and news. Readers will be more likely to visit your site on a regular basis if they get weekly news from your site. This could be fastidious if you had to do it manually , but by creating automated tasks to post automatically

on a regular basis for example a new yacht listing or price reduction offer, you keep the flow going.

00 Common Mistakes Companies Make With Messaging Every social media user has a very clear idea of what 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 social media sends its own message to consumers. Here are some of the most common mistakes companies make with messaging:

00 Creating impersonal accounts Users don’t follow companies; they follow engaging people who work at companies. Unless the tool is meant specifically for companies to use (i.e.: Facebook fan pages), every account should be an actual person who has a name and a title that clearly signifies him or her as a face of the company. This person should write with a conversa-

tional tone and respond to other participants in the conversation. Automated accounts or accounts that are updated with a stream of links do not produce results.

00 Controlling the message Social media is not about controlling a message. In fact, the very nature of social media is such that no one person or organization can control the message. Because social media is a medium to share information through a network, companies must realize that once they put the message out there, they have no control anymore. Users can choose to edit the message, inject their own opinions into the message, share the message, or ignore the message. Furthermore, companies can’t even control where the message starts: a user can also create a message about a company without having any affiliation to them. Because of the nature of social media, companies that try to control the message will have difficulty reaping any of the benefits of the medium.


There are so many ways to use social media to communicate draw the line with abusing permission? Unwith the customer, and as social media goes mainstream fortunately, this question is similar to asking where comedians draw the line with potencompanies are finding new ways every day. All of these tially offensive jokes. The truth is that different purposes for communication fall into three main users have different levels of tolerance. Just like a comedian might experiment with messaging functions: public relations and marketing, sales, and based on the feedback he or she is receiving customer services.”

While companies should be careful about trying to exercise too much control over the message, there is also the opposite end of the spectrum to avoid. Companies often cite “control over message” as a reason not to participate in social media, but the truth is that companies have lost control of the message whether they participate or not. This is because, as mentioned earlier, users can create a message and drive the conversation surrounding that message. So how can companies exercise some control over a message and still reap the benefits of social media (rapid diffusion of information through people sharing messages with their networks)? The answer is that companies need to participate in the conversation. Responding to complaints and stressing the benefits and what the company does well; these are all ways for companies to control the endconsumer’s perception of its services.

00 Abusing permission Abusing permission is a fast way for companies to lose credibility, damage relationships, and generally make a bad name for themselves in social media. So where do you

from the audience, your company must experiment with the right level of communication, erring on the side of unobtrusive.

00 Strategy definition The framework for developing a social media strategy consists of three potential functions: public relations and marketing, sales, and customer services. Social media can be used to further goals within just one of these three functions, two these functions, or a company could use social media to satisfy the needs of all three of these functions. These three functions feed each other in a cycle, and companies can create a fairly comprehensive social media strategy by taking each into consideration.

00 Find your audience Very few social media tools will work for every company; however, if your company is just starting out with social media, you can find plenty of people by sticking to the biggest social media sites. Generally, the strategy for finding an audience is looking for groups of people with similar interests to keywords that make sense for your company.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

00 Not controlling the message

29


30

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011


WORLD NEWS

FAIRLINE TARGA 43, 2000, 219.000 €

Located in France

FAIRLINE yacht club www.fairline-yachtclub.com

Yacht Brokerage Yacht Charter

FAIRLINE TARGA 43, 2000, Provence Côte d’Azur France, 219.000 € Bateau en état irreprochable , entretenu par professionnels , factures sur demande

Nautic Avenue Cedric DIBIANCA France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 31

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Specs: LOA:13 metres Beam:3 metres Draft:1 metres - VOLVO 370hp - Diesel Web id: 31 - Price: 219.000 € Tax Paid

31


SOCIAL MEDIA

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Social Media Marketing and Yachting

32

The most costly decision a marketing or sales manager will take when implementing a marketing strategy will be to rely entirely on third party websites to acquire new contacts and promote the yacht listings. This decision is mostly taken due to the apparent easy setup and maintenance third party listing sites seem to provide. However, when analyzing carefully the features provided, as well as the possibility to create inbound traffic to the company’s website or expand the reach to social networks,

it does not appear anymore as a cost effective solution in a long term strategyh. All third party listings sites rely on traffic to their sites in order to be able to charge yacht brokerage and yacht charter firms. Thus, they will most of the time prevent this traffic to leave their site unless it goes to a paid advertisement. The data flow of the listings between the company’s website and the outside world must be carefully evaluated. The success in establishing a long term approach is to consider, as the central point, the

Establishing an efficient SOCIAL MEDIA marketing strategy becomes now a reality for yacht brokerage and yacht charter companies. When establishing the company marketing strategy, several key indicators must be closely watched. As well, deciding the direction of the data flow between the company and third party sites can become costly in terms of advertising budget without bringing long term traffic. ”


00 Social networks integration Furthermore, third party listings websites will not have any incentives to integrate your listings with social networks or other sites in order to keep the traffic on their site. You must put in place a well tought-out strategy which will syndicate listings to generic listings sites. (Olx, Oddle, Vast...), third party listings sites specializing in yachting through the openmarine.org initiative for example: It allows you to generate a standard xml feed and post it to several sites through a subscription. Then, post the listings to your facebook and twitter account.

00 XML feeds We went further in the integration of our yachting solutions 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 engines indexing. And a new service launched this month is through the magazines listing all the yachts from our clients 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 marketing strategy to you and make it very difficult for you to

reach potentials clients through all available social medias. In a long term strategy, all inbound traffic must go back to your site. This way, if you decide to stop listing on a particular third party listings website, most of the traffic will still flow to your site through the other channels. On the other hand, if you stricly list on third party sites, the day you stop paying them, you “disappear“ from the internet world...

00 Social media is online Social media is something that takes place online. It is a type of communication that takes place outside of in-person meetings, phone calls, or foot traffic. That means social media is location-independent, which makes it a valuable part of any company’s business strategy.

00 Social media is user-generated Content used to be something that very few people created. Reporters, TV anchors, movie directors, authors, radio DJs, and magazine editors created content, and everyone else consumed it. Now, everyone is a publisher, and the people who use the content are also the ones who create it.

00 Social media is highly accessible and scalable Social media is highly accessible and scalable to the public, which means that social media has lots of users and offers plenty of opportunity for companies. Because social media is easy to access, the tools for social media are easy and intuitive enough for the common person to use. Even if you don’t use social media now, there’s no reason not to jump in!

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

company’s website. ie the single point of entry for all listings should be your website. Then, syndication to third party listings websites specializing in the yachting and to social network will take place. This data flow will allow you to generate inbound traffic back to your site and not to other sites. You will have the control over the data provided to the external sites. Contacts and leads coming to your site once will most likely come back to your site on a regular basis. A powerful outbound strategy for the listings is to target all available social network and document or images sharing sites. Through APIs, you can automate the posting of listings information and brochure to a large array of sites which are not used by third party listings websites to avoid loosing traffic.Nowadays, you can maximize your exposure on social networks relatively easily by selecting a yachting solution already integrating the APIs to post automatically.

33


FAIRLINE YACHT CLUB

Index EDITOR’S LETTER

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

MOTOR YACHTS BROKERAGE

34

FAIRLINE 26 SUN FURY, 1986, 19.900 €

27

FAIRLINE FAIRLINE SPORTFURY, 1988, 16.800 €

28

FAIRLINE FAIRLINE TARGA 34, 2003, 175.000 €

29

FAIRLINE FAIRLINE TARGA 34, 1992, 79.900 €

30

FAIRLINE FAIRLINE TARGA 43, 2000, 219.000 €

31

FAIRLINE PHANTOM 40, 2008, £285,000

32

FAIRLINE PHANTOM 41, 1992, 159.500 €

33

FAIRLINE Phantom 50, 2004, £365,000

34

FAIRLINE Phantom 50, 1988, 150.000 €

35

FAIRLINE Targa 29, 1998, £59,950

36

FAIRLINE Targa 40, 2006, 240.000 €

37

FAIRLINE Targa 40 , 2005, 195.000 €

38

FAIRLINE Targa 44, 2008, £395,000

39

FAIRLINE Targa 48, 1997, 190.000 €

40

FAIRLINE Targa 52, 2005, 445.000 €

41

FAIRLINE TARGA 52, 2004, £264,995

42


BROKERAGE

F A I R L I N E 26 S U N F U R Y , 1 9 8 6 , 1 9 . 9 0 0  € Fréjus, PR, France FAIRLINE FAIRLINE 26 SUN FURY, 1986, France, 19.900 € bateau en excellent état, très bien entretenu par son propriétaire ,vaigrage entièrement refait, moteur tribord changer seulement 110h et moteur bâbord entièrement révisé 560h, a voir, affaire a saisir !!!!!Possibilité de place de Port - Specs: LOA:8 metres Beam:3 metres - VOLVO 151hp - Gas

Nautic Avenue Cedric DIBIANCA

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 32

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 32 - Price: 19.900 € Tax Paid

35


BROKERAGE

F A I R L I N E S P O R T F U R Y , 1988, 16.800 € Fréjus, PR, France FAIRLINE FAIRLINE SPORTFURY, 1988, Provence Côte d'Azur France, 16.800 € 2 moteurs remplaces en mai 2010, completement revises - Specs: LOA:8 metres Beam:3 metres - VOLVO 126hp - Gas

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 29 - Price: 16.800 € Tax Paid

36

Nautic Avenue Cedric DIBIANCA

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 29


BROKERAGE

F A I R L I N E T A R G A 3 4 , 2 0 0 3 , 1 7 5 . 0 0 0  € Fréjus, PR, France FAIRLINE FAIRLINE TARGA 34, 2003, Provence Côte d'Azur France, 175.000  € Trés beau fairline ,trés bien équipé et en excellent état. - Specs: LOA:10 metres Beam:3 metres - VOLVO 285hp - Diesel

Nautic Avenue Cedric DIBIANCA

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 30

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 30 - Price: 175.000 € Tax Paid

37


BROKERAGE

F A I R L I N E T A R G A 3 4 , 1 9 9 2 , 7 9 . 9 0 0  € Fréjus, PR, France FAIRLINE FAIRLINE TARGA 34, 1992, Provence Côte d'Azur France, 79.900 € - Specs: LOA:10 metres Beam:3 metres - VOLVO 230hp - Diesel

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 27 - Price: 79.900 € Tax Paid

38

Nautic Avenue Eric CHAPPUIS

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 27


BROKERAGE

F A I R L I N E T A R G A 4 3 , 2 0 0 0 , 2 1 9 . 0 0 0  € Fréjus, PR, France FAIRLINE FAIRLINE TARGA 43, 2000, Provence Côte d'Azur France, 219.000 € Bateau en état irreprochable , entretenu par professionnels , factures sur demande - Specs: LOA:13 metres Beam:3 metres Draft:1 metres - VOLVO 370hp - Diesel

Nautic Avenue Cedric DIBIANCA

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 31

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 31 - Price: 219.000 € Tax Paid

39


BROKERAGE

FAIRLINE PHANTOM 40, 2008, £285,000 Poole, DOR, United Kingdom FAIRLINE PHANTOM 40, 2008, Marbella, Spain, £285,000 Fairline Phantom 40 (2008 model) with twin diesel engines. Superbly maintained example, fully loaded and highly recommended, comfortable accommodation for 4 guests. Spacious flybridge and cockpit areas for entertaining. Ideal opportunity. - Specs: LOA:12 metres Beam:3 metres - VOLVO 370hp - Diesel FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 15 - Price: £285,000 Tax Not Paid

40

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 15


BROKERAGE

F A I R L I N E P H A N T O M 4 1 , 1 9 9 2 , 1 5 9 . 5 0 0  € Fréjus, PR, France FAIRLINE PHANTOM 41, 1992, Provence Côte d'Azur France, 159.500  € BATEAU VENDU AVEC OU SANS PLACE DE PORT - Specs: LOA:12 metres Beam:4 metres Draft:1 metres - CATERPILLAR 425hp - Diesel

Nautic Avenue Eric CHAPPUIS

France (+33) ((0)9) 54 22 80 56 Visit www.fairline-yachtclub.com for full details - Web id: 28

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 28 - Price: 159.500 € Tax Paid

41


BROKERAGE

FAIRLINE PHANTOM 50, 2004, £365,000 Poole, DOR, United Kingdom FAIRLINE Phantom 50, 2004, Malaga, Spain, £365,000 Fairline Phantom 50 (2004 model) with twin diesel volvo D12 engines (675 hp). Superbly maintained example, fully loaded and highly recommended, comfortable accommodation for 6 guests in 3 cabins with the master cabin en-suite. Spacious flybridge and cockpit areas for entertaining. Ideal opportunity. - Specs: LOA:50 feet - VOLVO 675hp - Diesel FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 14 - Price: £365,000 Tax Paid

42

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 14


BROKERAGE

F A I R L I N E P H A N T O M 5 0 , 1 9 8 8 , 1 5 0 . 0 0 0  € Poole, DOR, United Kingdom

Web id: 12 - Price: 150.000 € Tax Paid

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 12

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

FAIRLINE Phantom 50, 1988, Malta, United Kingdom, 150.000 € Fairline 53 Flybridge (1988 model) with twin Volvo Penta TAMD 71A. A very good example of this very popular model. With berths for 6 over 3 cabins she offers very spacious accommodation. The boat has recently been refitted, engines had a complete overhaul and antifouling and polishing has just been completed. - Specs: LOA:53 feet Beam:15 feet Draft:3 feet - VOLVO - Diesel

43


BROKERAGE

FAIRLINE TARGA 29, 1998, £59,950 Poole, DOR, United Kingdom FAIRLINE Targa 29, 1998, United Kingdom, £59,950 Fairline Targa 29 (1998 model) with twin KAD 32 Volvos engines (170 hp) each. A great example from one of the Fairline boat companies great sellers! Ideal family cruiser, she is very good condition and is available now. For more information or to arrange a viewing please do not hesitate to contact us. - Specs: LOA:8 metres Beam:3 metres - VOLVO 170hp - Diesel FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 20 - Price: £59,950 Tax Paid

44

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 20


BROKERAGE

F A I R L I N E T A R G A 4 0 , 2 0 0 6 , 2 4 0 . 0 0 0  € Poole, DOR, United Kingdom

Web id: 25 - Price: 240.000 € Tax Paid

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 25

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

FAIRLINE Targa 40, 2006, South Coast, Finland, 240.000 € Fairline Targa 40 (2006 Model) with twin Volvo Penta KAD 300 EDC/DP (570Hp) diesel engines. This particular model has one owner from new and has only 300 hours use to date. As the seasons are so short in Finland, for the rest of the year this vessel has been stored undercover in a heated warehouse, so in a very good condition. Boasting a comprehensive specification including generator and eberspacher heating, viewing is highly recommended. - Specs: LOA:41 feet Beam:12 feet Draft:3 feet - VOLVO 570hp - Diesel

45


BROKERAGE

F A I R L I N E T A R G A 4 0 , 2 0 0 5 , 1 9 5 . 0 0 0  € Poole, DOR, United Kingdom FAIRLINE Targa 40 , 2005, Marbella, Spain, 195.000 € Fairline 40 Targa (2005 model) with twin diesel Volvo D6 (310hp) engines. Great example of one of Fairlines favorite family cruiser. Well equipped and maintained by knowledgeable owner. Must be seen. - Specs: LOA:40 feet Beam:12 feet - VOLVO 310hp - Diesel

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 17 - Price: 195.000 € Tax Paid

46

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 17


BROKERAGE

FAIRLINE TARGA 44, 2008, £395,000 Santa Ponsa Mallorca, PM, Spain FAIRLINE Targa 44, 2008, Gibraltar, £395,000 The GRAN TURISMO model features a newly designed cockpit with hugely increased space and a dining area which easily converts into a sunpad - providing real adaptability and functionality. - Specs: LOA:13 metres Beam:4 metres - VOLVO 435hp - Diesel

Motor Boat Broker Nicky Davies

Spain (+34) (971) 695-441 Visit www.fairline-yachtclub.com for full details - Web id: 8

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 8 - Price: £395,000 Tax Not Paid

47


BROKERAGE

F A I R L I N E T A R G A 4 8 , 1 9 9 7 , 1 9 0 . 0 0 0  € Poole, DOR, United Kingdom FAIRLINE Targa 48, 1997, Ibiza, Spain, 190.000 € Fairline Targa 48 (1997 model) with twin CAT diesel engines (425hp). - Specs: LOA:14 metres Beam:3 metres Draft:1 metres - CATERPILLAR 425hp - Diesel

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 18 - Price: 190.000 € Tax Paid

48

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 18


BROKERAGE

F A I R L I N E T A R G A 5 2 , 2 0 0 5 , 4 4 5 . 0 0 0  € Mallorca, IB, Spain FAIRLINE Targa 52, 2005, Mallorca, Baleares Spain, 445.000 € This Fairline Targa 52 has been superbly maintained and is offered in excellent order. The boat has a full Mediterranean specification including air conditioning, Raymarine navigation equipment and all the other extras that you would expect from a boat of this calibre. - Specs: LOA:16 metres Beam:4 metres Draft:1 metres - VOLVO 715hp - Diesel

Motor Boat Broker Nicky Davies

Spain (+34) (971) 695-441 Visit www.fairline-yachtclub.com for full details - Web id: 5

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Web id: 5 - Price: 445.000 € Tax Not Paid

49


BROKERAGE

FAIRLINE TARGA 52, 2004, £264,995 Poole, DOR, United Kingdom

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

FAIRLINE TARGA 52, 2004, SOUTHAMPTON, United Kingdom, £264,995 Fairline Targa 52 Open (2004 Model) with twin Volvo Penta D12-715 EVC diesel engines (1430 Hp). This particular model has only 370 hours from new and is in fantastic condition. With comprehensive specification and available immediately, viewing is highly recommmended. Specification includes air conditioning, generator, passarelle, teak side decks to name but a few. Please contact a member of our team at us for futher information or indeed to arrange a viewing. - Specs: LOA:52 feet Beam:14 feet Draft:3 feet - VOLVO 715hp - Diesel

50

Web id: 24 - Price: £264,995 Tax Paid

Carine Yachts Andrew Noble

United Kingdom (+44) (01202) 901-721 Visit www.fairline-yachtclub.com for full details - Web id: 24


FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

BROKERAGE

51


MARKETING OLIVIER BAELDE

by

Editor

Yacht charter marketing

Luxury

and social media marketing

Your website is the online face of your company, organization. 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 company, while an outstanding website will create new and more loyal customers. It’s something you can’t take for granted.

G FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

iven the increasing reach of social networks, it represents an amazingly large audience for your website content. Even when you’re creating content outside of a social network on your own site, you should strive to encourage sharing. Cross-promoting content and driving traffic from your website to your social networks accounts (and vice versa) is an important part of a smart inbound marketing strategy.

52

H

owever, when marketing luxury yacht offered for charter, directing potential clients back to your site should be preferred. It will give your company the opportunity to present your serivces and yachts in a more formal setting.

A

s well, your site will provide direct means of contacts either through phone numbers or an inquiry form. The inquiries and contacts information are the key to increase your customer base. You need to make sure that you will receive all inquiries without failure or risk of interception by a third party company. A well structured inquiry system will send a notification to the reservation agents and save all inquiries in the

database or CRM system as a backup. To increase luxury yachts occupation rate, a dedicated mini site coupled with an online brochure and linked to social networks accounts makes wonders in terms of clearly presenting the yacht features and amenities. Direct contact and reservation forms will enable the clients to get in touch with a dedicated account manager able to present and add his personal touch in terms of services.

S

imply placing a luxury yacht in a central listing system does not offer the same level of service to the client who may get a different reservation agent everytime. Bringing personal service to clients will achieve a lot in terms of customer retention. As well, a dedicated site and brochure to market a luxury yacht will avoid being “lost in the crowd” among the 50 other yachts in the central listing fleet.

Y

ou can manage rates and locations offered while getting over time a mailing list of clients and interested persons who contacted your company about the yacht. It will allow you to build marketing campaigns and send newsletters with added knowledge of your


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 reservation.

P

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

Y

ou will be as well able to present the crew in a more interactive way.

C

lients chartering luxury yachts are used to a high level of personal service and will be more tempted to go with a more personal

approach and contacts rather than searching through a full list of yachts in order to compare all features or amenities. When providing charter

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

customers requirements. Building a direct relationship with past clients by offering an online feedback form after the charter period will increase the level of understanding and needs requested by your clients. Furthermore, a dedicated website with a reservation system for a luxury yacht will alllow you to improve the “differentation factor”. While most central agency listings will provide a single page of information about a yacht with a few pictures, a dedicated site will allow you to include videos and image galleries of the yacht.

The strategy development portion of a social media campaign is crucial for the success of a company. You must ask and answer the appropriate and relevant questions to develop the right campaign: What social sites are your target market currently using? How much time is needed to consistently interact with your social community?

53


SOLUTIONS

Yacht Brokerage Solution

360 architecture to reach your clients everywhere

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

“ 54

The mobile access is becoming more and more the first mode of access to information and content. We could not ignore this fact in the roadmap and development strategy of our solutions.”

T

he Yacht Brokerage Solutions for joomla was designed to answer the needs of yacht brokerage or dealership companies. It provides extensive features not found in the competition. The Yacht Brokerage solution includes lead request management to store all yacht requests. As well different request forms for financing, insurance, storage, transport, survey store all requests in tables accesssible through maintenance screens in the administration panel. The Yacht Brokerage solution is in-

tegrated with 15 social networks through APIs and generates high quality yacht PDF brochures and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side. Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely to be.


E

xtensive and powerful features are included in the Yacht Brokerage solution for joomla: Detailed yacht listings maintenance screens, High quality PDFs generation, Social networks posting, RSS and XML feeds syndication, Web Services synchronization, CRM area. The Yacht Brokerage solution allows a yacht broker/dealer company to manage and promote online an inventory of new and used boats. The Yacht Brokerage solution already includes custom templates for motor yachts and sailboats. The Yacht Brokerage solution allows to present professionally the inventory while giving a very quick ad easy management interface to the brokers and dealers. A lead management area gives the opportunity to brokers to manage quickly the

During the summer 2011, we will be prototyping the iphone and ipad apps, The development will be conducted during the last quarter of 2011 with a scheduled release date of december 2011.”

requests while keeping an history. Administration: Front-End and Back end administration. Allows multiple brokers managing their listings in the front end.

Listings Management Pre-loaded templates for Sailboats, Power Yachts. Fields and tabs can be published or unpublished from the backend. Flexible layout.

ThE appS will close the circle of our 360 architecture where you will be able to reach your potential clients through all available channels: oNLINE,oFFLINE,MOBILE.”

Broker Contacts Brokers, Brokerage companies have an extended set of fields in order to enter all their contact information. Offices location and contacts management is included for brokerage companies with several locations.

Lead Management

Over 110 validations pre-loaded: yacht make , engine make, electronic, electrical.... offering a turnkey solution.

Different Online forms allow site visitors to request more information, a yacht visit, financing... All the requests are saved in tables. email notifications are sent to brokers and broker can process the request accordingly.

Sales Cycle

Forms Builder

Built-in Sales cycle allowing to categorizes the yachts : for sale/ contract pending/sold. Sales cycle steps can be modifiedbased on the company’s process.

All Online forms are linked to a data dictionary allowing to add or change fields for a specific forms.

Validations Tables

Bulk Images Upload Images are uploaded through a

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Scheduled for the end of the year 2011, Our yachting solutions will include an iphone app and an ipad app in order to reach your potential clients wherever they are.”

55


SOLUTIONS

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

Social Media Marketing Powerful and integrated APIs: Powerful & Integrated Syndication Services: Our Solution offers a very powerful 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.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

The Yacht Brokerage Solution is integrated through APIs with several social networks in order to maximize the exposure of the listings. A manual scheduler is accessible through the control panel maintenance screen in order to post manually to social network. However the recomended way is to use the application cronjob scripts in order to schedule automatic postings at regular intervals.

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This outstanding integration allows a brokerage company to update automatically major social networks as soon as an update is made to a yacht listing. It brings constant updates to social networks accounts making them live and alwaqys brigning new content or images. Your social networks ac-

counts will appear constantly maintained and will help to turn visitors into followers or fans extending once again the visibility of your yacht listings. If your brokers had to manually update 15 social networks, they will spend a considerable amount of time to do a repetitive work. Current integrations with Social networks APIs are: Facebook, Twitter, Scribd, Issuu, Slideshare, Flickr, Docstoc, Flickr, Picasa, Youtube. Automatic XML Feed Generation is integrated with: Olx, Vast, Oodle.

Magazines Publishing The Yacht Brokerage solution for joomla generates high quality PDF magazines. All PDF magazine listings include a qrcode generated in order to offer a quick access to the listing from mobile phones. Companies using the Yacht Brokerage solution can now present high quality corporate magazines to clients and prospects. We can generate every month a monthly corporate magazine with current listings. We can create custom design for the magazines matching the company’s graphic chart for an additional cost.

00 High quality PDF Generation Automatic yachting XML Feed Generation is integrated with: The Yacht Market, Boat 24, Boatshop 24, Boats and outboards, Boards & Outboards, Jameslist... It uses the openmarine xml standard. (www.openmarine.org)

The Yacht Brokerage solution for joomla generates high quality magazines. Magazines are generated by our platform as a special service to clients using our yachting solution. The integration with social networks is


done through the Social Media Posting Scheduler. It allows to upload automatically the PDF magazines to scribd.com, docstoc. com, issuu.com, slideshare.net, box.net. The Social Media Posting Scheduler is accessed through a maintenance screen. (useful when you make frequent changes and need a revised copy immediately), or the tasks scheduled can be run at regular intervals through an automated task (cronjob). A monthly magazine (electronic or printede version) allows to establish your brand by providing to potential clients a document they can read offline with all your listings and contacts.

00 Adobe inDesign Workflow integration We are able to generate monthly magazines in Adobe Indesign through the gen-

eration of an xml file compatible with the Indesign workflow. This integration provides the best solution to create and generate a magazine including articles and current yacht listings. It allows brokerage companies to provide on a regualr basis news and events as well as the current yachts available for sale. PDF magazines generated can be accessed through an online viewer directly on a client’s website. And at the same time, it is posted in all the online documents sites maximizing the visibility and exposure. By distributing electronic versions in PDF format, you decrease dramatically production and printing costs while giving to potential customers a format suitable to read offline. We generate several magazines in our standard foramt every month in order to maximize the exposure. We can as well design a specific format for customers who want to create their own corporate magazine while including all the yachts currently for sale.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

The Yacht Brokerage Solution is integrated through APIs with several social networks in order to maximize the exposure of the listings.”

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Latitude 26 media agency

London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch


yacht brokerage The Yacht Brokerage Solution for joomla was designed to answer the needs of yacht brokerage or dealership companies. It provides extensive features not found in the competition. The Yacht Brokerage solution includes lead request management to store all yacht requests. As well different request forms for financing, insurance, storage, transport, survey store all requests in tables accesssible through maintenance screens in the administration panel. The Yacht Brokerage solution is integrated with 15 social networks through APIs and generates high quality yacht PDF brochures and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side. Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely to be.

brokerage - dealerships - social networks - Syndication - magazines - brochures - marketing


FAIRLINE yacht club

www.fairline-yachtclub.com

Yacht Brokerage Yacht Charter


TIPS THIS MONTH

I

n social media, generating prospects usually means driving traffic to a website where you can collect lead information.

01

One of the reason every company should have a blog is because it adds text to the company website that attracts search engine traffic. Also, your blog can build a subscriber list of people who read the content regularly. Companies use blogs to have conversations with potential clients or customers and build credibility within the industry.

Tips to find Prospects

At this point, your company has its lead list. Now, you can integrate this lead list with your current process and start reaping the benefits of using social media as part of your company’s lead generation strategy.

00 Social bookmarking services Sometimes called social news sites represent a subset of features found on a social network. A social bookmarking service lets users save and share their favorite web pages with

friends and colleagues online. It’s all about finding something you like and then letting others know about it. Social bookmarking services are great ways to spread timely and interesting content. The most notable bookmarks on these sites quickly turn viral, as one user after another shares his or her links with other users. Because of this, you want to make it easy for users to bookmark content on your website and blog.

00 Social Sharing with Flickr and YouTube One interesting aspect of the social Web is social sharing, the passing around of pictures, movies, music,

and such between friends and family. Social networking sites, such as Facebook and MySpace, offer media sharing features; in fact, Facebook is probably the number-one photo sharing site on the Web. But there are lots of sites dedicated solely to sharing specific types of media online. All of these sites work in a similar fashion. Users upload their media photos, movies, whatever to the site. The uploaded media are made available either publicly to everyone on the site or privately to selected lists of friends and family. Other users, invited or otherwise, then view the uploaded media as they wish.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

02

Facebook has a wide array of options for companies, including, groups, fan pages, applications, and Facebook Connect. Facebook fan pages are similar to groups, except they are usually named after the company. With fan pages, your company can import blog posts, videos, and fans are able to leave messages on the wall. One special feature of fan pages is that people who are fans can recommend the fan page to their entire friend list at once. This is unlike almost every other Facebook feature, which only lets a user invite 20 of his or her friends per day.

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ONLINE PR


Understanding

Online PR

.

Like traditional PR, online PR is all about influencing people It’s not about buying placement; it’s about generating word-of-mouth attention But who do you influence online—and how? That’s where online PR differs from the traditional model. When we’re talking online PR, we’re talking about influencing a different group of people than you do with traditional PR. Old-school PR is about influence of traditional media newspapers, magazines, radio, and television. Now, you can still use online methods to influence the people in these traditional channels (which is discussed shortly), but there are a whole other group of people online to target. Online PR deals with another group of influencers. These are people who’ve become trend setters to their online followers; a mention or endorsement from one of these folks is as good as gold. Who are these online influencers? It’s a diverse group, including the following: - Professional writers, columnists, and reviewers for various websites - Bloggers, both personal and professional - Twitterers with large and loyal followings - Facebookers with similarly large and loyal followings

- Amateur contributors to various review and sharing websites Of these influencers, only the first group writers, columnists, and reviewers are similar to your traditional media targets. After all, a paid reviewer for an online publication isn’t that much different from a reviewer for a print magazine or newspaper. But the other influencers on this list are much, much different from the people you’re used to dealing with. First of all, most of them aren’t paid professionals. Your goals with online PR should be similar to what you’ve always tried to achieve with traditional PR. In fact, many of the activities are the same you write press releases, establish relationships with key contacts, and follow through to see if your efforts bore fruit. That said, one of the key differences between online and traditional PR is the interactive conversations that develop online. Whereas traditional PR is pretty much a one-way effort (you put the press release out there and that’s that), online PR is a two-way street. That’s because a significant portion of your online PR efforts are targeted at customers, encouraging them to contact your company directly.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Public relations has always been an interesting component of the marketing mix. It’s not like advertising because you don’t pay for placement. And it’s not like direct mail because you can’t directly track results.

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SOLUTIONS OLIVIER BAELDE

by

Editor

Yacht Charter Solution Most advanced yacht charter marketing solution: Integrated social media posting and marketing, printed or electronic magazine version, xml feeds syndication, online availability calendar...

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

T

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he Yacht charter reservation Solution for joomla was designed to answer the needs of yacht charter companies. It provides extensive features not found in the competition. The Yacht Charter Reservation solution includes reservation requests and quotes management as well as online availability calendars.

to be. Extensive and powerful features are included in the Yacht Charter Reservation solution for joomla: Detailed yacht information, crew presentation, amenities, availabilities maintenance screens, High quality PDFs generation, Social networks posting, RSS and XML feeds syndication, Web Services synchronization, CRM area.

Also present, info request and reservation forms store all requests in tables accesssible through maintenance screens in the administration panel.

The Yacht Charter Reservation solution allows a yacht charter company to manage and promote online a charter fleet.

The Yacht Charter Reservation solution is integrated with 15 social networks through APIs and generates high quality yacht PDF brochures and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side.

The Yacht Charter Reservation solution already includes custom templates for motor yachts and sailboats.

Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely

A request and quote management area gives the opportunity to reservation agents to manage quickly the requests while keeping an history.

The Yacht Charter Reservation solution allows to present professionally the fleet while giving a very quick and easy management interface to the reservation agents and fleet managers.


mation. Offices location and contacts management is included for charter companies with several locations.

00 -Requests Management Different Online forms allow site visitors to request more information or reservation. All the requests are saved in tables. email notifications are sent to reservation agents. They can process the requests accordingly. Forms Builder: All Online forms are linked to a data dictionary allowing to add or change fields for a specific forms.

00 Bulk Images Upload

00 Administration Front-End and Back end administration. Allows multiple reservation agents to manage the fleet and reservation requests in the front end.

rizes the requests and reservations: pending, waiting for signed contract, waiting for deposit, reservation confirmed.

00 Fleet Management Fleet Management: Pre-loaded templates for Sailboats, Power Yachts. Fields and tabs can be published or unpublished from the backend. Flexible layout.

00 Validation Tables Over 110 validations pre-loaded: yacht make , engine make, electronic, electrical.... offering a turnkey solution. Charter Reservation Cycle: Built-in reservation cycle allowing to catego-

00 Reservation Agents Reservation agetns and charter companies have an extended set of fields in order to enter all their contact infor-

“

The mobile access is becoming more and more the first mode of access to information and content. We could not ignore this fact in the roadmap and development strategy of our solutions. Scheduled for the end of the year 2011, Our yachting solutions will include an iphone app and an ipad app in order to reach your potential clients wherever they are.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Images are uploaded through a flash utility allowing for the bulk upload and resizing of the listing images without timeout.

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Latitude 26 media agency

London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch


yacht Charter The Yacht charter reservation Solutions for joomla was designed to answer the needs of yacht charter companies. It provides extensive features not found in the competition. The Yacht Charter Reservation solution includes reservation requests and quotes management as well as online availability calendars. Also present, info request and reservation forms store all requests in tables accesssible through maintenance screens in the administration panel. The Yacht Charter Reservation solution is integrated with 15 social networks through APIs and generates high quality yacht PDF brochures and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side. Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely to be.

charter - social networks - Syndication - magazines - brochures - marketing


SOLUTIONS

Docks & Slips Solution The Docks & Slips Solution is integrated through APIs with several social networks in order to maximize the exposure of the listings. A manual scheduler is accessible through the control panel maintenance screen in order to post manually to social network or through a cronjob script in order to schedule automatic postings at regular intervals”

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

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T

he Docks & Slips Solution for joomla was designed to answer the needs of real estate agencies specializing in the sale and rental of yacht slips. It provides extensive features not found in the competition. The Docks & Slips solution includes lead request management to store all yacht slips requests. As well different request forms for financing, , slip rental, slip purchase store all requests in tables accesssible through maintenance screens in the administration panel. The Docks & Slips solution is integrated with 15 social networks through APIs and generates high quality yacht slips PDF brochures

and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side. Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely to be. Extensive and powerful features are included in the Docks & Slips solution for joomla: Detailed yacht listings maintenance screens, High quality PDFs generation, Social net-


Companies using the Docks & Slips solution can now present high quality brochures. We can create custom design for the PDFs and brochures matching the company’s graphic chart .”

works posting, RSS and XML feeds syndication, Web Services synchronization, CRM area.

00 Listing Management

The Docks & Slips solution allows a real estate agency to manage and promote online an inventory of yacht slips fro sale or rental. The Docks & Slips solution already includes custom templates for slips for sale and for rent. The Docks & Slips solution allows to present professionally the inventory while giving a very quick ad easy management interface to the agents. A lead management area gives the opportunity to agents to manage quickly the requests while keeping an history.

00 Administration Front-End and Back end administration. Allows multiple agents managing their listings in the front end.

Pre-loaded templates for slips presented for sale or for rent. Fields and tabs can be published or unpublished from the backend. Flexible layout.

00 Validation tables Over 110 validations pre-loaded: length unit, draft unit.... offering a turnkey solution.

00 Sales Cycle Built-in Sales cycle allowing to categorizes the slips : for rent/for sale/ contract pending/sold. Sales cycle steps can be modified based on the company’s process.

00 Agents Contact Agents, agencies have an extended set of fields in order to enter all their contact information. Offices location and contacts manage-

The Ipad app version has a scheduled release date of december 2011. The ipad app will include as well the access to the full versions of the monthly magazines.”

ment is included for agencies with several locations.

00 Lead Management Different Online forms allow site visitors to request more information, a visit, financing... All the requests are saved in tables. email notifications are sent to agents and agents can process the request accordingly.

00 Forms Builder All Online forms are linked to a data dictionary allowing to add or change fields for a specific forms.

00 Bulk Images Upload Images are uploaded through a flash utility allowing for the bulk upload and resizing of the listing images without timeout.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

The Docks & Slips solution for joomla generates high quality PDF Brochures. All flyers and brochures include a qrcode generated to offer a quick access to the listing from mobile.”

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Latitude 26 media agency

London, UK +44 (0)20 7078-4226 Miami, fl USA +1 (305) 394-9652 crans montana, switzerland +41 (0)27 483-1220 skype latitude26.ch Web www.latitude26.ch Contact sales@latitude26.ch


docks & slips The Docks & Slips Solution for joomla was designed to answer the needs of real estate agencies specializing in the sale and rental of yacht slips. It provides extensive features not found in the competition. The Docks & Slips solution includes lead request management to store all yacht slips requests. As well different request forms for financing, , slip rental, slip purchase store all requests in tables accesssible through maintenance screens in the administration panel. The Docks & Slips solution is integrated with 15 social networks through APIs and generates high quality yacht slips PDF brochures and monthly magazines. We took great care of integrating our solutions with more than 15 social networks APIs in order to automatically distribute the listings information to your social networks accounts without extra work on your side. Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good marketing strategy is to reach propects where they are most likely to be.

Slips for sale - slips for rent - social networks - syndication - magazines - brochures - marketing


EVENTS

02

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

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01 01 Baltic Yachts Sea trials success for Baltic’s 66.7 m Hetairos

04 02 Baron Trenck Eurocraft has confirmed the delivery of its first explorer vessel

03 Novurania Novurania seeks new distribution route in Mediterranean

04 Feadship Feadship has launched the fifth hull in its F45 range


EVENTS

News around the world Abu Dhabi MAR acquires HDW Gaarden Abu Dhabi MAR has confirmed the acquisition of Kiel-based shipyard HDW Gaarden, formally part of ThyssenKrupp Marine Systems AG. The newly formed company, operating as Abu Dhabi MAR Kiel GmbH, will retain the existing infrastructure, including all 172 employees, and continue with its current projects. These include a 75m superyacht that is currently under construction.

New Zealand embraces superyacht industry with captains’ forum Delegates attending the Superyacht Captains Forum, which takes place from 15 to 16 September 2011, can look forward to a wealth of information that will supplement the expected surge in superyacht business in New Zealand in 2012, said Chairman Garry Hassall.

Holland Yacht Experience

Cannes first stop for Holland Yacht Experience Cannes has been elected ‘home’ by a pioneering business that showcases the best of Dutch yacht building and marine services under one roof. The Holland Yacht Experience, which opens in the middle of the Cannes International Boat Show on 8 September, is an office complex in the redeveloped harbour of Port Canto.

Marina Programme IGY marina programme partners with Kornreich and Merril Lynch. Island Global Yachting (IGY) has announced a new strategic partnership for its relaunched marina loyalty programme. .

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Captain’s forum

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DESIGN

02

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

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01 01 Tony Castro Tony Castro unveils designs for 35 metre superyacht

04 02 Newcruise Newcruise unveils superyacht project Rebel

03 Guido de Groot Guido de Groot Design has unveiled a new project, the Selene 128

04 Sunrise Sunrise Yachts introduce new 50 metre Espen Oeino design


DESIGN

Yacht Design News MCC goes neo classic

MCC Design will display a model of this project at the Monaco Yacht Show. Stylistically The Neo Classic is a blend of modern minimalist simplicity coupled with classically efficient hull design. The classicism is at its strongest in a bow that goes beyond a simple vertical line to an even more graceful slightly curved one echoing the 19th century dreadnought bow.

Strand-Craft and the designer of the SC 122 and SC 166 projects, Eduard Gray, have selected NedShip Group as their preferred shipyard, able to built these designs to the highest possible standards. The success of the project does not only rely on the extraordinary look of these yachts, but also on the use of advanced light weight composite materials as Epoxy and Carbon.

Pearl Motor Yachts, one of the UK’s leading luxury yacht builders, has announced a special collaboration with a world renowned British interior designer. Kelly Hoppen MBE is one of the most in-demand interior designers in the country. Kelly has been brought on board to design the luxury interior of the flagship Pearl 75, which will be launched in early 2012.

Superyacht explorer To spend leisure time with family and friends, as well as to explore the sea in an adventurous manner are demands that the new explorer should meet.

FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

Ned Ship Pearl 75 Group selected design

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Custom

Luxury Real Estate

For advertising and promotional opportunities online and in our magazines: Latitude 26 Media Agency - www.latitude26.ch Crans Montana: +41 (0)27 483 12 20 - London: +44 (0)20 7078-4226 - Miami: +1 (305) 394-9652 Skype: latitude26.ch


Yachting : Yacht Charter & Yacht Brokerage

Luxury Niche media specialists - Connect your business to affluent and targeted readers online, in print, in social networks or on ipad across the world. We manage The Yachting Network and The Realty Network as well as 10 niche magazines in the luxury yachting and luxury real estate markets. Your message will reach high net worth individuals.

Welcome to Latitude 26 Luxury Niche Media and Vertical Markets Agency We specialize in coupled online and offline luxury marketing strategy and social media marketing campaigns.


Yacht Brokerage & Charter

Stay current with the yacht brokerage and yacht charter industry and subscribe to Fairline Yacht CLub 12 issues a year with listings of yachts proposed for Brokerage or Charter. With a subscription you save up to 25% of the cover price and never miss an issue. Don’t miss this great opportunity. Go on our website and fill in the form. We offer a printed version, an electronic version and an ipad version.


You can purchase subscriptions directly on our website or through the following online stores: Amazon.com, Issuu.com, Scribd.com. Our ipad version can be downloaded from our website.

FAIRLINE YACHT CLUB

YA C H T

B R O K E R A G E

&

C H A R T E R


www.longitude64.ch

List your Yachts Yacht Marketing Services Yacht Registration BVIs Swiss Corporation & Yacht Registration Packages Swiss Financing Crans Montana, VS - Switzerland Phone: +41 (027) 483 12 20


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