Your Audiobook Resource Library

ABC1: The top three highest socioeconomic categories in the UK-based demographic classification system (equivalent to CSP+ in France)
 

ASKING PRICE: Publicly quoted price for a yacht for sale. Can differ from the final selling price by anywhere from 10–50%. Selling prices are rarely, if ever, publicly communicated.

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AXIS OF AWE: The condition of being so overwhelmed by someone’s fortune, social standing or achievements as to be rendered speechless and/or inept when in their presence.

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CA: Central Agency – the brokerage house(s) retained by the client and charged with the marketing and management for the eventual sale or charter of the yacht.

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CHALLENGER BRAND: A brand with the mindset of doing things differently, with a view to standing out from the crowd and providing a better experience for clients.

CPM: Cost Per Thousand – a benchmark metric used for all media platforms enabling advertisers to compare the respective cost for every 1,000 views or clicks on an ad.

CRM: Client/Customer Relations Management – database holding details of contacts and clients, and mapping out relations that exist between contacts and yachts.

CSP+: The highest socio-economic category in the French-based demographic classification system (see ABC1).

CTA: Call To Action – an image or line of text designed to encourage prospects or visitors to take an action that brings them one step closer to doing business with a company (ex: click on a website button for more information or to contact a broker).

CUSTOM YACHT: A yacht built from scratch according to a buyer's own specifications.

CUSTOMER JOURNEY: The various stages of a customer’s buying process, including their evolving needs and wants, and the effect it has on how a
brand addresses and answers them.

DISPLACEMENT YACHT: A yacht with a hull designed to move through the water by pushing it aside. Tends to be slower than yachts with semi-displacement or planing hulls (see Semi-displacement or Planing hulls).
 

DODGERS: The fabric or plastic panels attached to a yacht’s passerelle or rails, showing the CA broker’s logo and basic contact details (normally used when presenting the yacht in shows and at events).

EXPLORER YACHT: Yachts built or refitted with sufficiently robust hulls and enough range (generally 5,500 nautical miles and above), storage, provisioning and crewing capacity to cruise significant distances, often in extreme weather conditions, and remain self-sufficient.

FAM TRIPS: Familiarisation Trips. Opportunities for invited sales or charter brokers to spend some time (normally a few days) onboard a specific yacht for sale or charter so as to see from themselves what the yacht, the crew and toys have to offer and which may be of interest to potential buyers or charterers in their own networks. 
 

FREQUENCY: The number of times a message will be seen or heard by a potential client. The higher the frequency, the more chance that message will stick in their minds (see Top-of-Mind Awareness and Reach).

GA: General Arrangement – detailed and scaled drawings showing the full layout of a yacht, deck by deck.

GOOGLE ADWORDS: Google advertising that allows advertisers to reach targeted clients by placing their ads on the results pages that are generated every time someone makes a search using a key term or key word the advertiser has bid to appear on.

GT: Gross Tonnage – a yacht’s overall internal volume.
 

HNWI(s): High Net Worth Individual(s) – those with liquid assets worth between US$1 - US$5 million.

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INFLUENCER: In the context of social media, someone who through sheer strength of character, personality, social connections and determination, tell stories and present a lifestyle, product or service that their followers can relate or aspire to, and ideally need or want.

KYC: Know Your Client.
 

LANDING PAGE: A sales-orientated web page created specifically to receive traffic and give visitors the information and motivation they need to encourage them to act in a certain way – normally to purchase something, or at least find out more about something that could encourage them to buy.
 

LEAD MAGNET: Anything of value offered to a potential client, normally online or on social media, in return for their email address or other contact details.

LIMBIC SYNCHRONY: The act of picking up on and mirroring someone’s actions, mannerisms or body signals.

LTV: Lifetime Value – the net profit that may be attributed to the entire future relationship with a client.

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MODEL RELEASE FORM: Legal agreement signed by a model normally granting full or restricted rights to the photographer/client to use the images taken during a photo or video shoot for commercial purposes.

NDA: Non-Disclosure Agreement – a legal agreement between parties not to disclose confidential information that may have been shared between them in the performance of their duty or in doing business together.

 

PADI: Professional Association of Diving Instructors.

PLANING YACHT: Yacht with a hull designed to rise above the water when running under power. These tend to be faster than yachts with displacement or semi-displacement hulls. (see Displacement or Semi-Displacement).
 

QR CODE: Quick Response Code – a two dimensional code which, once scanned by a client on their phone, directs them to a piece of online content that they can view immediately.
 

REACH: The number of people, ideally those within a target profile, who will see or hear a marketing message (See Frequency and Top-of-Mind Awareness).
 

ROI: Return on Investment – a measurement of the amount of return generated by an investment compared to its cost.

SALES FUNNEL: E-commerce term for the process of leading a prospect through a series of online actions and choices (ex: downloading free information, going to specific landing pages) that eventually lead them to an option to purchase something or get in contact with a provider.

SEMI-CUSTOM YACHT: A yacht where the hull, key systems and critical bulkheads are already predefined (as with a production model) with the option of being able to personalise the interior and sometimes cabin layout.
 

SEMI-DISPLACEMENT: A cross between displacement and planing hulls, semi-displacement hulls can generate lift with the yacht’s weight supported by buoyancy (see Displacement or Planing).

SLA: Service Level Agreement – traditionally an agreement between service providers and clients to stipulate what is to be delivered by a provider, how and when. Now increasingly used between sales and marketing departments to facilitate a better alignment by agreeing on combined marketing and sales goals (ex: number of leads to be generated, defining at what point a lead becomes quality, when it should be handed to sales and the sales actions that need to follow in order to help convert those leads).

 

SMARKETING: a portmanteau for the words ‘sales’ and ‘marketing’ underscoring the synergies between both.

SPECS: Specifications.
 

SUPERYACHTS: Vessels measuring 24 metres (79 feet) and over and normally crewed.
 

TOP-OF-MIND: Being first in a potential client’s mind when they think of a particular topic, industry, product or service. Achieved by optimising the Reach and Frequency of a message (See Reach and Frequency).

TOUCHPOINTS: Those moments where we can influence, for better or for worse, the overall experience a client has with a company or brand – before, during and after they do business with it.

UGC: User-Generated Content.
 

UHNWI(s): Ultra High Net Worth Individual(s) – those with a net worth of US$30 million or over.

USP: Unique Selling Point – a feature of any product, service or provider that can be used to show how it is different to, or better than, other similar offerings on the market.
 

WHITE PAPER: An authoritative guide on a complex or little-known subject, designed to help readers understand the issue, solve a problem or make a more informed decision.

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