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“The evolution of the superyacht industry needs to be systemic…
...right now there is a sort of muscle memory of old marketing,
sales structures and processes.
This makes the industry vulnerable to disruption.”
Ana Andjelic
Havas Media LUXHUB
What's in it?
"Our Marketing Sucks"
Giving brokers what they're crying out for...marketing that generates leads
Winning 'Stand Out'
Unique Selling Points (USPs) -
game-changers in yacht sales and marketing and the one critical ingredient almost everyone misses
The Missing Link
The sales insight most Marketers don't have yet and how to get it fast
Yacht Shows
Are they really worth the huge investment in time and money?
3x ways to find out...
Essential Marketing Toolkit
Getting your tools on point and why two of the least used tools in yachting are also the most powerful
The Power of Brand 'You'
People don't buy products... they buy benefits! And the first benefit they need to buy is YOU
Are these issues holding back your yachting business?
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Great branding but a lack of quality leads being generated by your marketing
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No stand-out for your CA yachts, your services or YOU especially in an increasingly noisy and competitive environment
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Sales tools that aren't helping you convert enquiries
-
Your marketers seem to be spending time and money on social media, SEO and websites that gather 'likes' but never clients
- Clients and prospects who deserve even greater support but you don't have the tools
Maybe this will help...
Extract taken from the audiobook for Smart Yacht Marketing 101
Introducing Your Marketing to Your
Strategy For Growth
In an industry first, Smart Yacht Marketing 101 reveals how the best in our niche luxury sector are today capturing the attention of a growing UHNW clientele - how they are winning the premium CA yachts and successfully nurturing clients with the sort of 'best in class' experience that doesn't just see those clients remain with those brokers and brands...it has them merrily referring their own private networks as well!
Marketing has never had the level of game-changing technology and tools at its disposition as it does today.
And there has never been as much a need for Marketing to play its part in the battle for stand out and winning new business as there is today!
The secret to unlocking the potential and the opportunities...
...is letting loose the magic that happens once both our Sales and Marketing Teams are focused on exactly the same goals: how to grow our business together!
Who is it for?
Brokers
who want more support in finding and keeping UHNW clients.
Brokers
who want more support in finding and keeping UHNW clients.
Those new to yachting
keen to get a head start on how our business works.
Those new to yachting
keen to get a head start on how our business works.
Marketers
who want to see their work deliver results that make a difference.
Marketers
who want to see their work deliver results that make a difference.
Owners and Captains
who want to maximise the marketing for their yacht.
Owners and Captains
who want to maximise the marketing for their yacht.
C-Suite
who want to see a return on their marketing investment and their brokers doing deals.
C-Suite
who want to see a return on their marketing investment and their brokers doing deals.
PR & Design Agencies
intent on understanding the business of yachting to better help yachting clients.
PR & Design Agencies
intent on understanding the business of yachting to better help yachting clients.
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PRAISE FOR
'SMART YACHT MARKETING 1O1'
JONATHAN BECKETT
CEO, BURGESS YACHTS
Read it from cover to cover. Read every word. And take note. The key to your success lies in every page!
RAPHAEL SAULEAU
now CEO, IYC
Mark nailed it!!
A must-read for anyone wanting to become a successful yacht broker....not to mention a great exercise for many marketers in the Industry.
FIONA MAURESO
SENIOR CHARTER BROKER,
NORTHROP & JOHNSON
I will return time and again to this Guide for ideas and inspiration.
It is a fascinating read and a must for anyone working in yachting today!
ALEX BRADEN
CO-FOUNDER & CHAIRMAN, YPI (retired)
Any budding broker, marketer or CEO will benefit from taking this book on their next long-haul flight...but perhaps some of the existing bosses and brokers in yachting will actually benefit more!
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About the Author
Former head of marketing and business development for companies such as Fraser Yachts and Yachting Partners International, Mark Duncan has over 30 years' sales, marketing and communications experience...much of it spent working with or for UHNWI.
An active ambassador for yachting and regular speaker at select industry events including the MYBA Broker Training Seminars, Mark's insight and contributions regularly feature on mainstream media including :
Image credit: Thierry Ameller @www.ameller.com
Q&A with Mark
Q: WHY DID YOU WRITE THIS GUIDE?
A: Because nobody else did!
And it was criminal to keep on seeing the knowledge and the insight that my peers and I took so many years to acquire (because there was no such guide!) never being shared with our industry colleagues...or even with those in our own companies.
That's to the detriment of our own businesses AND the very clients we serve.
One of this industry's greatest weaknesses, in terms of growth, is its ability to communicate effectively with prospects outside of our own referral networks - despite there being more tools to help us than ever before.
The book creates a fast-track for brokers, marketers and yachting businesses that can shave at least 3-4 years off today's learning curve in helping them to better source, win and retain clients today.
Q: WHAT ARE READERS ABLE TO TAKE AWAY FROM THE GUIDE?
A: The big picture of yachting.
The ability to view our business from the eyes of marketers, brokers AND clients. To understand what each needs and expects from the other and how to better provide it. To know how to optimise our marketing, the messaging we put out there, the tools we use and the approach we take with clients in order to create a journey that effectively attracts more clients to yachting.
As you will see from the book preview, the four sections and 17 chapters of this guide take a pretty deep dive into our industry and our clients, what clients are looking for, how we communicate TO them and WITH them and how we create the rewarding experience demanding UHNW clients expect.
Q: THE BOOK WAS PUBLISHED IN 2018...IS IT STILL RELEVANT?
A: Hell yes...in fact, probably more so!
A.I. has introduced more tools for marketers, salespeople and brands than ever before. And there's more pressure to use them than ever. But remember...
...tools are just that…tools.
And tools do not make a great craftsman...however they can make a great craftsman shine.
How effective these tools will be for you...depends on the strategy and the craft you employ behind them.
Smart Yacht Marketing 101 shares the mindset that not only futureproofs your ability to confidently slice through the wild west of today's A.I offerings, it also ensures you are skilled in opting for the right tools at the right time by being laser focused on the goals you need those tools to achieve.
There are many distractions affecting yachting today - all of them screaming for our limited time and resources. The marketers, brokers and brands that will emerge stronger than ever will be those who master their strategic 'WHY' and 'WHEN'...because that's what will determine the quality of results they get from their 'HOW'.
And the secret to all of that...is shared in the book.
Q: HOW DO WE GET A COPY?
A: The print, eBook and audiobook editions are all available HERE and from wherever you prefer to buy your books. There's plenty of information on the audiobook HERE...and do check out all the latest data updates, commentary and graphics in the new Resource Library.
Want to stay in touch with Mark? Follow him on:
WANT TO HEAR MORE FROM MARK?
Here he is talking to SUPERYACHT RADIO about the book, industry reaction and what yacht owners think of it all...
LET'S TALK ABOUT GOLDFISH
The attention span of a goldfish is measured at
9 seconds.
The average attention span of someone online?
7 seconds.
Our online attention spans are less than that of a goldfish!!!!!
So basically...if we can't pique the interest of our prospects within 7 seconds...we've lost them!
How do we do that?
By answering one question prospects will never ask us.
Sound like a Riddle?
Well...Chapter Four not only has the answers...
...it's also got the question!
READER REVIEWS FOR
'SMART YACHT MARKETING 1O1'
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