“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.”
Havas Media LUXHUB
Are these issues holding back your yachting business?
Great branding but a lack of quality leads being generated by your marketing
No stand-out for your CA yachts, your services or YOU especially in the fight to win the attention and engagement of a growing millennial market
Sales tools that just aren't helping you convert enquiries
Have your brokers lost faith in their marketing?
Are your marketers spending time and money on social media, SEO and websites that gather 'likes' but never clients?
It's time to change your marketing focus
Today, less than 10% of those with the means to enjoy luxury yachting actually are...because we still haven't mastered the tools to effectively reach out and engage with the other 90%.
But whilst many of us struggle, a handful of aggressive start-ups and smart brokerage houses are winning the cream of the new business by focusing on the tools and the journey our clients expect.
For the first time in our industry, 'Smart Yacht Marketing 101' reveals how the best of those businesses capture the premium CA yachts and successfully source and serve clients that don't just stay with the company...they introduce their network of friends as well.
And it all starts with one simple mindset:
exploring the magic that happens when both our Sales and Marketing Teams are focused on growing business and better serving our clients.
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
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
Who is it for?
'SMART YACHT MARKETING 1O1'
CEO, FRASER YACHTS
Mark nailed it!!
This is a must-read for anyone wanting to become a successful yacht broker....not to mention a great exercise for many marketers in the Industry.
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!
CO-FOUNDER & CHAIRMAN, YPI
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!
"A massive eye opener
for the yacht industry!"
Merijn de Waard
Founder & MD SuperYacht Times
Available in print and ebook formats
Stay ahead of the game how ever you prefer to get your information..
And coming soon, for those who prefer to listen whilst they jog, drive or relax on a long-haul flight, the audio book version is on its way...
About the Author
One of yachting's longest-serving Commercial & Marketing Directors,
Mark Duncan has over 25 years' sales, marketing and communications experience, much of it spent working with or for UHNWI.
An active ambassador for yachting and a regular speaker at select industry events including the MYBA Broker Training Seminars, Mark's insight and views have featured in many mainstream publications including :
Q&A with Mark
Q: WHY DID YOU WRITE THIS GUIDE?
A: Because nobody else has!
And it is 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...sometimes not even with colleagues in our own companies.
That's to the detriment not just of our own businesses but the very clients we all serve.
One of this industry's greatest weaknesses, in terms of growth, is its inability to communicate with prospects outside of our own referral networks - despite there being more tools to help us than ever before.
Sales and Marketing (or 'Smarketing'!) is not brain science, but there are smart ways of doing things. My goal is to create 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. That way, we as an industry, and the very clients we serve, can start reaping the benefits a whole lot faster.
Q: WHAT WILL READERS BE ABLE TO TAKE AWAY FROM THE GUIDE?
A: The big picture of yachting and a more holistic approach to better sourcing and serving clients.
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 each can be better prepared and ready to provide it. To realise that today's 'silo' mentality REALLY DOESN'T WORK. To know how to optimise our marketing, the messages we put out there, the tools we use and the approach we take to offer our clients the smoothest and most rewarding of journeys - to create a journey that actually encourages clients to sample and enjoy the very real benefits and rewards of yachting.
As you can see from the book preview, the four sections and 17 Chapters of this guide take a pretty deep dive into every single element of what we are offering clients, how we communicate to them and with them and how we can create the rewarding experience all clients expect today.
Q: HOW DO WE GET A COPY?
A: Both the print and ebook editions are available for order right now on AMAZON. The audiobook is currently in production for those who prefer to multi-task (or just don't like reading!) And keep an eye out here or on our social channels for upcoming seminars.
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...
That's the average attention span of a client online today!
Now officially less than that of a GOLDFISH.
If we can't pique the interest of our prospects
within 7 seconds...we've lost them!
How do you do that?
By making sure you answer one question clients will never ask us.
Your answer is what will win or lose you
(Find out what that question is and how to answer it in
Chapter 4 - Know Your Product)
It's time to re-focus your marketing...
"...a range of powerful (and under-utilised) tools and techniques to better serve our clients and increase business."
Fiona Maureso, Charter Director, Europe
Northrop & Johnson
Secure your blueprint to
smarter yacht marketing...