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

FAIRLINE YACHT CLUB

YACHT BROKERAGELATEST YACHT LISTINGS

YACHT CHARTERNEW LUXURY YACHTS LISTINGS

DOCKS & SLIPSMARKETING YOUR INVENTORY

www.fairline-yachtclub.com | ISSUE OCTOBER 2011

Marketing for the yachting industryFOCUS

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YACHT BROKERAGE5 digital marketing

commandments for luxury brands

YACHT CHARTERWhat to include in your

social marketing strategy

YACHTING & SOCIAL NETWORKS STRATEGY

Finding the right marketing mix

Yacht brokerage listings

BOAT SHOWS Fall Boat Shows

Calendar

LONgITUDE64

M o s t a d v a n c e d m a r k e t i n g

LONgITUDE64

web: www.longitude64.comemail: [email protected]: longitude64facebook: www.facebook.com/longitude64twitter: www.twitter.com/longitude64

yacht brokerage solutions

yacht charter solutions

Docks & SLIPS SOLUTIONS

p l a t f o r m f o r t h e y a c h t i n g

monthly magazine

EDITOR’S LETTER

8 EDITOR LETTERWelcome to the Fairline Yacht Club magazine

12 Online marketing5 digital marketing commandments for luxury brands

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

20 SOCIAL Marketing MixWhat to include in your social marketing

strategy

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

26 SOCIAL NETWORKSAdvantages of using APIs integration to post automatically to social networks.

32 SOCIAL MEDIA MARKETINGEstablishing an efficient social media marketing strategy becomes now a reality for yacht brokerage and yacht charter companies.

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

FEATURES

50 YACHT CHARTER MARKETING Inbound marketing strategy for luxury charter yachts

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

59 Find Prospects Using social media to find prospects.

contentsLONGITUDE64

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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

Cover StoryLongitude 64 - The Yacht-ing Network offers powerful features to yacht brokerage and yacht charter companies looking for a turnkey solu-tion in order to improve their inbound marketing activities and social networks integra-tion .

GRAB yearlySubscriptionToday !!

10% OFF

THEYACHTINGNETWORK

www.theyachtingnetwork.ch

Most Advanced MarketingServices for the Yachting

ContactsCH - Crans Montana: +41 (0)27 483 12 20UK - London: +44 (0)20 7078-4226USA - Miami: +1 (305) 394-9652email: [email protected]

Social Media Marketing

Social Networks Integration

Superyachts Marketing

Dedicated Superyachts Reservation Sites

Yacht Brokerage Solutions

Yacht Charter Solutions

Corporate Magazines Creation

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Marketing solutions for yacht broker-age , yacht charter companies and real estate agencies specializing in the rental and sale of docks and slips are our primary focus.

Web SolutionsWe developed over the last 24 months an online plat-form using the latest tech-nologies in terms of web design, database architec-ture, cloud hosting.

Furtermore, a very pow-erful social network inte-gration though APIs al-lows 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 maga-zines generated through an InDesign CS5 workflow integration allows to gen-erate on a monthly basis magazines for every sites composing The Yachting Network.

Magazines are available in printed and electronic ver-sions.

The Yachting Network plat-form coupled to our yacht-ing solutions provide an exclusive set of features to yacht brokerage and yacht charter companies allowing them to market worldwide on different me-dias 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 SolutionsThe release of our iphone and ipad apps are sched-uled for december 2011. It will add even more reach to our solutions.

Join us

Olivier BaeldePublisher, EditorCrans Montana, Switzerland

FAIRLINEYACHT CLUB

Welcome

byOLIVIER BAELDEEditor

PUBLISHER/EDITOROlivier [email protected]

ADVERTISING MGRJames [email protected]

SALES MGRIan [email protected]

MARKETING MGRClive [email protected]

PR MGRAntoine [email protected]

SUBSCRIPTIONS MGRDanielle [email protected]

SOCIAL NETWORKS MGRSven [email protected]

BUSINESS DEVELOPMENT MGRGlen [email protected]

All correspondence should be addressed toLatitude 26 Ltd88-90 Hatton GardenSuite 36London, EC1N 8PN United Kingdom

EDITOR’S LETTER

Motor Boat BrokerNicky Davies

Spain (+34) (971) 695-441

Targa 52, 2005

Specs: LOA:16 metres Beam:4 metres Draft:1 metres - VOLVO 715hp - DieselWeb id: 5 - Price: 445.000 € Tax Not Paid

Visit www.fairline-yachtclub.com for full details - Web id: 5

FAIRLINE

Motor Boat BrokerNicky DaviesSpain (+34) (971) 695-441

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

Targa 52, 2005

FAIRLINE

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Lately people are talking about luxury brands and digital marketing. “Is Digi-tal Killing the Luxury Brand?” Invari-ably, these discussions evaluate the dangers of leveraging a wholly demo-cratic 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 mar-keting luxury brands using the most

democratic media in the world.

0 You shall democratize but not downgrade

Luxury brands obsess over losing ex-clusivity in the digital space, but this concern puts the cart in front of the horse. A luxury brand generates ex-clusivity by cultivating a block of con-sumers 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-

5 digital marketing commandments for luxury brands “ 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. ”

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

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.

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

All the while, luxury brands must strive toward the high-est 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.

0 You shall not kill the conversation

Luxury brands worry that if they allow interactivity or user-generated 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 primar-ily features Burberry-commissioned, high-end photogra-phy of models in the brand’s seminal trench coats.

What’s more, it also allows consumers inside access if they upload their own pictures (which are vetted and selected by the brand). Therefore, Burberry successfully reaches a significant audience while maintaining brand control.

Luxury brands must learn that they can create digital cam-paigns with embedded brand control. Killing the conversa-tion outright is not the answer.

0 You shall honor digital media

If luxury brands indeed fear brand dilution, they must first stop diluting the quality of their digital media. Luxury cli-ents 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 will-ing to make it.

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 differ-ence lies in its design and high-quality manufacture. The same is true of digital marketing media.

Luxury brands must decide whether their digital market-ing is luxurious or commonplace, and they must commit to making their digital messaging more beautiful, more in-novative and more elegant than anything else out there. Only then can they preserve their up-market brand values.

0 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 tra-ditional deployment and force it onto their social and new media platforms.

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For instance, they digitize a traditional TV spot by compressing and upload-ing 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 devel-opment, production and deployment strategy specific to its digital chan-nels. Nothing less will do.

0 You shall not covet the neighbour’s media channels

Just because one luxury brand is suc-cessfully utilizing a particular digital approach does not mean another luxury brand should follow the same strategy.“There is a sense of urgency asso-ciated 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 re-quires a careful thought process, stra-tegic planning and flawless execution.

0 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 me-dia so they have no other choice but

to adopt social media. Sooner than later, such businesses are caught off-guard and their social media ambi-tions reach a tame end.

It is important for businesses to ana-lyze how social media can help them. They need to observe how people use social media and how their com-petitors are leveraging it. Analyze your business needs and how various social networks like Facebook, Twitter, LinkedIn and others can fulfill these needs.

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0 What’s your social mar-keting strategy’s action plan?

Once you’ve determined what you want out of social media, the next important question is how you get it. Businesses need to come up with an action plan with realistic targets and fea-sible time/ cost estimates. If your action plan takes forever to achieve or if it requires you to invest a fortune, there’s a strong case to revisit your ac-tion plan. In such cases, it’s best to start with concrete short-term goals such as I want to have 2,000 Facebook Friends in the first 3 months or I want to close 5 deals with my Twitter followers this month etc.

0 Execute your marketing strategy

A marketing strategy is only as good as those who see it through. Once you have a social media marketing strat-egy in place, it’s important to focus on getting the execution right. Very

often, businesses need to take a call on whether they can execute their social media strategy themselves or do they need to hire specialist social media experts? When in doubt, seek help from an expert.

0 Evaluate your marketing strategy

Most business follow a simple rule when it comes to adopting new tech-nologies or paradigms – If it boosts my business’ ROI, it’s worth the invest-ment. 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-

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

Evaluating social media ROI is easier said than done. There’s no single crite-ria based on which you can determine

the success/ failure of your so-cial media strategy.

0 Refine your marketing strategy

The real beauty of social me-dia lies in its dynamism. Social media is changing all the time. For example, if you logged in to your business’ Facebook profile, after a long gap, you would have realized that it’s now a Fan Page. Therefore, it’s

important to continuously refine your social media strategy and adopt a flexible approach with the changing social media scenario.

Does your business have a social me-dia strategy that works? If so, what are the most important criteria for de-veloping such a marketing strategy? How does your business measure its social media ROI? Do you think it is

A well planned and executed social media marketing (SMM) strategy takes you where your users and buy-ers 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.

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“Longitude 64 - The Yachting Network” A new approach to yacht brokerage and yacht charter marketing: integration with social networks

Welcome to the Longitude 64 monthly magazine. The pri-mary purpose of this maga-

zine is to present yachts for brokerage and yachts for charter from clients using our yachting solutions. In order to provide them with a competitive advantage, we decided to integrate our online platform called The Yacht-ing Network with the Adobe inDesign workflow. The end result being that all the listings from clients using our online yachting solutions are as well included in our monthly magazines. It brings them maximum exposure as well as brand recognition. We believe that there is still a need for a printed version to allow readers to be able to read offline while traveling for ex-ample. Furthermore, it allows our cli-ents 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.

wWe hope you will enjoy reading every month our magazines. In the following

months, every site part of The Yacht-ing 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.

The 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.

Furthemore, our complete inte-gration to over 15 social net-works through APIs allows clients

using our solutions to post automati-cally listings updates on their social media accounts without extra work.

We believe that a tight inte-gration 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 vis-ibility of their listings.

Unlike third party listing sites specializing in yachting, cli-ents list their yachts only once

on their websites in our yachting so-lutions 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 in-bound traffic goes back to when syn-


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dicated to other sites.

Over time, this strategy will bring continuous lead gen-eration at a fraction of the

cost spent on multiple third party listing sites where listings are lost in the crowd.

The Yacht Brokerage So-lutions 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 man-agement to store all yacht requests.

The Yacht charter reservation So-lutions for joomla was designed to answer the needs of yacht

charter companies. It provides exten-sive features not found in the compe-tition. The Yacht Charter Reservation solution includes reservation requests and quotes management as well as online availability calendars.

The Docks & Slips Solution for joomla was designed to answer the needs of real estate agen-

cies 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.

Powerful and integrated APIs: Powerful & Integrated Syndica-tion Services: Our Solution offers

a very powerful synchronization tool in order to increase instantly the vis-ibility of the listings in the Longitude 64 Yachting Network composed of over 15 web sites (and growing) tar-

geting the yachting and luxury mar-kets.

Yacht Listings are as well dis-tributed in RSS feed format to different subscribers and feed-

burner. XML feeds are syndicated to generic third party web sites like Olx,

Vast, Oodle. It helps in increas-ing backlinks to the client’s website.

Additional XML feeds following the openma-rine standard (www.

openmarine.org) generate files compatible with The Yacht Market, Boatshop24, Boat 24, Jameslist... completing a very powerful array of syndication tools.

The Yachting Network has local web-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.

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

FAIRLINE Targa 44, 2008, Gibraltar, £395,000 The GRAN TURISMO model features a newly de-signed 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

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“What to include in your social media marketing strategy”

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

0 What to include in your social media marketing strategy

An effective SMM strategy will le-verage 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 vari-ous 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. Ac-cording 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 re-sponded 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 va-riety 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 bring-ing 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 com-munity of loyal readers. Microblog-ging 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 &


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

Online Videos

Online VideosWebsites like Youtube have created a whole new arena for multi-media interaction. Sharing and viewing videos is now, not just an activity enjoyed by individuals for their own pleasure, but also a great way for an organization to share information about its products. Organizations have found sharing interesting and related videos on Youtube to be a great way of ensuring continual, sustained interest of the target audi-ence. You can upload interviews of your top management, share presen-tations, or even share videos of social or business events in your organiza-tion. When Intel uploaded fun and digitally enhanced videos of its Con-sumer Electronics Show exhibit, it not only created a buzz but also ensured users got to know about its new Core

Duo processor.

Photosharing, Slide Sharing

Photo Sharing Sites Like FlickrSharing relevant and interesting images with your user base also helps in creat-

ing pleasant, long-term associations. The images can be about widely an-ticipated events like a product launch, celebrity associations, or the organi-zation’s internal events. Websites like Flickr have an active user base and can be leveraged for this purpose.

Slide sharing, on the other hand, di-rectly appeals to the user’s needs by sharing information that they need

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 Slide-share and Scribd.

Podcasting

itunes_podcast_iconAs per Podcast.com, “Podcasting is the method of broadcasting audio files over the internet which can be downloaded and listened to via your computer and/or portable music player. The reason why podcasting is linked directly with the name iPod is due to strictly to the fa-miliarity of origin of the word

wherein people first began down-loading music audio files to listen to them on their iPods.“. Podcasting can help you reach more users to promote your products and services. Many us-ers find podcasts a great way of stay-ing in touch with new developments while on the move. Websites like Blip let you conveniently share your pod-casts. Other famous podcast sites are podcast.com & Apple’s Itunes Podcast.

A well planned and executed social media marketing (SMM) strategy takes you where your users and buy-ers 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.

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0 Points to consider before formulating a social media marketing strategy

The sites mentioned above are very useful and can change the path of your organization towards tremen-dous success. However, if done with-out proper planning these same sites and strategies can backfire as well. The most important thing for you to do before you begin charting out an SMM strategy, is that you first need to fully understand the status quo of your organization’s online presence. Here are a few things to consider before you formulate a social media marketing strategy:

Analyze your online presence:

l Use metrics to find out more about your online presence. You

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?

l Find out how often your website gets linked by other sites.

l Check how often you post fresh content.

l Find out if you have an active presence in target markets.

l 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.

l 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. ”

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Analyze your position

Define and analyze your target audience:

l Check where your target audience generally interact more.

l Check what keywords they are using. l Find out what they need, and where their interests lie.

Identify and analyze what you want from your SMM strategy:

l 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.

l 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.

l Study the existing sites and find out where you need to focus your attention the most.

l Create measurable target goals of what you want to achieve from your SMM strategy.

0 Monitoring your social media strategy

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.

The following measures will help you ensure responsive-ness 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.

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 al-ways be deleted or removed.

If you suspect trolls or deliberate misinformation, one way of ensuring more transparency is by creating a Login re-quirement 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 interac-tions transparent, fair, and timely.

With a continual engagement in diverse social media tolls, you will be soon rewarded with a vibrant, online commu-nity for your organization.

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SHOWS

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27 Fort Lauderdale October 27 - 31

13 Annapolis October 13 - 16

20 Long Beach October 20 - 23

29 Hamburg October 29 - Nov 6

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SHOWS

Annapolis Long Beach

Hamburg

Boat Shows October 2011Fort Lauderdale International Boat Show

A wide variety of boats and sea vessels will be on display includ-ing runabouts, sportfishers, high performance boats, center consoles, cabin cruisers, flats boats, skiffs, express cruisers, sailing yachts, motor yachts, bowriders, catamarans, ski boats, jet boats, trawlers, inflatables, canoes, and extraordinary superyachts.October 27 - 31, 2011

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

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

Hamburg Fall Boat ShowOctober 29 - Nov 6, 2011

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Yachting & Social Networks StrategyWhile 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.

Common Mistakescompanies Make With Strategy: Some of the most common mistakes companies make with so-cial media revolve around making decisions that aren’t consistent with hav-ing good business sense. Because social media tools are free, some companies tend to take the wrong ap-proach: use all tools to see what sticks. Here are some of the most common mis-takes to avoid with social media strategy:

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

0 Perfecting a social media strategyEven though a social me-dia 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

utmost importance. Furthermore, because it takes time to build social media accounts, every minute you waste by not being there is followers you could be losing.

0 Gathering followers rather than building a networkThere 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, so-cial 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.

SOCIAL NETWORKS

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0 Putting all eggs in one basketIt’s exciting to see extraordinary results on one form of social media, and tempting to invest all your resources into what’s work-ing. Try to resist. With the speed at which technology changes, social media is start-ing 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 eq-uity 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 solu-tions 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.

0 FacebookOn 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 per-son 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 com-pany activities automatically through your website. It provides an extra level of pos-sibilities 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.

0 Friends and FollowersBy inviting your “friends and followers” to visit and connect to your site using their

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

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

Integrating your site more tighly with external social networks will allow you to communicate faster new information to be given to followers and groups. You will be able to provide a constant flow of informa-tion and news through automated tasks. When us-ers visit your website, your can control the information given to them as well as getting their feedback on specific polls or through a comment system. You can inform your groups, friends and follow-ers that the newsletters generated every month is available on your website. The important point in this social network integra-tion 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.

0 Common Mistakes Companies Make With MessagingEvery 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 com-panies don’t realize that the way they ap-proach social media sends its own message to consumers. Here are some of the most common mistakes companies make with messaging:

0 Creating impersonal accountsUsers 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 sig-nifies him or her as a face of the company. This person should write with a conversa-

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

0 Controlling the messageSocial media is not about controlling a mes-sage. 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 re-alize 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. Further-more, companies can’t even control where the message starts: a user can also create a message about a company without hav-ing 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.

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0 Not controlling the messageWhile companies should be careful about trying to exer-cise 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 con-trol 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 end-consumer’s perception of its services.

0 Abusing permissionAbusing 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

draw the line with abusing permission? Un-fortunately, this question is similar to asking where comedians draw the line with poten-tially offensive jokes. The truth is that different users have different levels of tolerance. Just like a comedian might experiment with messaging based on the feedback he or she is receiving from the audience, your company must experi-

ment with the right level of communication, erring on the side of unobtrusive.

0 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 func-tions. These three functions feed each other in a cycle, and companies can create a fairly comprehensive social media strategy by taking each into consideration.

0 Find your audienceVery 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 big-gest social media sites. Generally, the strategy for finding an audience is looking for groups of people with similar inter-ests to keywords that make sense for your company.

“ There are so many ways to use social media to communicate with the customer, and as social media goes mainstream companies are finding new ways every day. All of these purposes for communication fall into three main functions: public relations and marketing, sales, and customer services.”

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WORLD NEWS

FAIRLINE yacht club

Yacht BrokerageYacht Charter

www.fairline-yachtclub.com

FAIRLINE TARGA 43, 2000, 219.000 € Located in France

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

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

Nautic AvenueCedric DIBIANCA

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

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The most costly decision a market-ing 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 deci-sion is mostly taken due to the ap-parent easy setup and maintenance third party listing sites seem to pro-vide. However, when analyzing care-fully 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 strat-egyh. 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

Social Media Marketing and Yachting

“ 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. ”

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company’s website. ie the single point of entry for all list-ings 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 pro-vided 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 list-ings 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 maxi-mize your exposure on social networks relatively easily by selecting a yachting solution already integrating the APIs to post automatically.

0 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 syn-dicate 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 face-book and twitter account.

0 XML feeds

We went further in the integration of our yachting solu-tions with a large array of APIs. Clients using our yachting solutions have their listings posted automatically to Flickr, Picasa, Wordpress, Blogger, Olx, Oddle, Vast, Openmarine. Then, PDF brochures generated are posted to Issuu, Scribd, Slideshare, Docstoc expanding the reach and search en-gines indexing. And a new service launched this month is through the magazines listing all the yachts from our cli-ents and generated in 3 versions: print on demand version, electronic version and ipad version. The goal in creating your marketing strategy is not to get linked to a single third party listings website where they will dictate their market-ing strategy to you and make it very difficult for you to

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 particu-lar 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...

0 Social media is onlineSocial media is something that takes place online. It is a type of communication that takes place outside of in-per-son 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.

0 Social media is user-generatedContent used to be something that very few people cre-ated. 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.

0 Social media is highly accessible and scal-ableSocial 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!

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EDITOR’S LETTERIndexFAIRLINE YACHT CLUB

FAIRLINE 26 SUN FURY, 1986, 19.900 € 27

FAIRLINE FAIRLINE SPORTFURY, 1988, 16.800 € 28

FAIRLINE FAIRLINE TARGA 34, 2003, 175.000 € 29



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

M O T O R Y A C H T S B R O K E R A G E

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BROKERAGE



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

Web id: 32 - Price: 19.900 € Tax Paid

Fréjus, PR, France

F A I R L I N E 26 S U N F U R Y , 1986, 19.900 €

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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


Fréjus, PR, France

F A I R L I N E S P O R T F U R Y , 1988, 16.800 €

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BROKERAGE



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


Fréjus, PR, France

F A I R L I N E T A R G A 34, 2003, 175.000 €

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Nautic AvenueEric CHAPPUIS


FAIRLINE FAIRLINE TARGA 34, 1992, Provence Côte d'Azur France, 79.900 € - Specs: LOA:10 metres Beam:3 metres - VOLVO 230hp - Diesel


Fréjus, PR, France

F A I R L I N E T A R G A 34, 1992, 79.900 €

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BROKERAGE



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


Fréjus, PR, FranceF A I R L I N E T A R G A 43, 2000, 219.000 €

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Carine YachtsAndrew Noble

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

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 accommoda-tion for 4 guests. Spacious flybridge and cockpit areas for entertaining. Ideal opportunity. - Specs: LOA:12 metres Beam:3 metres - VOLVO 370hp - Diesel


Poole, DOR, United Kingdom

F A I R L I N E P H A N T O M 40, 2008, £285,000

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BROKERAGE

Nautic AvenueEric CHAPPUIS


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


Fréjus, PR, France

F A I R L I N E P H A N T O M 41, 1992, 159.500 €

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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, com-fortable 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

Web id: 14 - Price: £365,000 Tax Paid


F A I R L I N E P H A N T O M 50, 2004, £365,000

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BROKERAGE



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



F A I R L I N E P H A N T O M 50, 1988, 150.000 €

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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 fam-ily 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



F A I R L I N E T A R G A 29, 1998, £59,950

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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 specifi-cation including generator and eberspacher heating, viewing is highly recommended. - Specs: LOA:41 feet Beam:12 feet Draft:3 feet - VOLVO 570hp - Diesel



F A I R L I N E T A R G A 40, 2006, 240.000 €

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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 main-tained by knowledgeable owner. Must be seen. - Specs: LOA:40 feet Beam:12 feet - VOLVO 310hp - Diesel



F A I R L I N E T A R G A 40 , 2005, 195.000 €

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BROKERAGE


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

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 adapt-ability and functionality. - Specs: LOA:13 metres Beam:4 metres - VOLVO 435hp - Diesel


Santa Ponsa Mallorca, PM, Spain

F A I R L I N E T A R G A 44, 2008, £395,000

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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



F A I R L I N E T A R G A 48, 1997, 190.000 €

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BROKERAGE


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

FAIRLINE Targa 52, 2005, Mallorca, Baleares Spain, 445.000 € This Fairline Targa 52 has been superbly main-tained and is offered in excellent order. The boat has a full Mediterranean specification including air condi-tioning, 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

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

Mallorca, IB, Spain

F A I R L I N E T A R G A 52, 2005, 445.000 €

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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



F A I R L I N E T A R G A 52, 2004, £264,995

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LuxuryYacht charter marketing and social media marketing

G iven the increasing reach of social networks, it represents an amazingly large audience for your website content. Even when you’re creat-

ing 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.

However, 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.

As well, your site will provide direct means of contacts either through phone numbers or an inquiry form. The inquiries and contacts informa-

tion 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 ac-counts makes wonders in terms of clearly presenting the yacht features and amenities. Direct contact and reserva-tion 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.

Simply placing a luxury yacht in a central listing sys-tem does not offer the same level of service to the client who may get a different reservation agent ev-

erytime. 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 be-ing “lost in the crowd” among the 50 other yachts in the central listing fleet.

You can manage rates and locations offered while getting over time a mailing list of clients and inter-ested persons who contacted your company about

the yacht. It will allow you to build marketing campaigns and send newsletters with added knowledge of your


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

MARKETING

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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 dedi-cated website with a reserva-tion 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.

You will be as well able to pres-ent the crew in a more interac-tive way.

Clients chartering luxury yachts are used to a high level of per-sonal 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

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 reserva-tion.

Providing a highly responsive and customized service will set your company above the

competition.

“ 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?

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T he Yacht Brokerage Solu-tions for joomla was de-signed to answer the needs

of yacht brokerage or dealership com-panies. 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 re-quest forms for financing, insurance, storage, transport, survey store all re-quests in tables accesssible through maintenance screens in the adminis-tration 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 automati-cally distribute the listings informa-tion to your social networks accounts without extra work on your side. Now-adays, 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.

Yacht Brokerage Solution

360 architecture to reach your clients everywhere

“ 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.”

SOLUTIONS

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Extensive and powerful fea-tures are included in the Yacht Brokerage solution for joomla:

Detailed yacht listings maintenance screens, High quality PDFs genera-tion, 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 in-ventory of new and used boats.

The Yacht Brokerage solution al-ready includes custom templates for motor yachts and sailboats.

The Yacht Brokerage solution allows to present professionally the inven-tory while giving a very quick ad easy management interface to the brokers and dealers. A lead man-agement area gives the opportuni-ty to brokers to manage quickly the

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

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

Validations TablesOver 110 validations pre-loaded: yacht make , engine make, elec-tronic, electrical.... offering a turn-key solution.

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

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

Lead ManagementDifferent Online forms allow site visitors to request more informa-tion, a yacht visit, financing... All the requests are saved in tables. email notifications are sent to brokers and broker can process the request ac-cordingly.

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

Bulk Images UploadImages are uploaded through a

“ 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.”

“ 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.”

“ 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.”

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

Social Media Mar-ketingPowerful and integrated APIs: Powerful & Integrated Syndication Services: Our Solution offers a very pow-erful 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.

The Yacht Brokerage Solu-tion is integrated through APIs with several social net-works in order to maximize the exposure of the listings. A manual scheduler is ac-cessible 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 regu-lar intervals.

This outstanding integra-tion allows a brokerage company to update auto-matically major social net-works as soon as an update is made to a yacht listing. It brings constant updates to social networks accounts making them live and al-waqys brigning new con-tent 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 consid-erable 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 inte-grated with: Olx, Vast, Oodle.

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)

Magazines PublishingThe 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 maga-zine with current listings. We can create custom design for the magazines matching the company’s graphic chart for an addi-tional cost.

0 High quality PDF Generation

The Yacht Brokerage solution for joomla generates high quality magazines. Maga-zines are generated by our platform as a special service to clients using our yachting solution.

The integration with social networks is

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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 inter-vals 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.

0 Adobe inDesign Workflow inte-gration

We are able to generate monthly maga-zines 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 includ-ing articles and current yacht listings. It al-lows 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 cli-ent’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 produc-tion and printing costs while giving to po-tential customers a format suitable to read offline.

We generate several magazines in our stan-dard foramt every month in order to maxi-mize 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.

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

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 automati-cally 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 market-ing strategy is to reach propects where they are most likely to be.

Latitude 26 media agency yacht brokerage

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

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 [email protected]

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 automati-cally 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 market-ing strategy is to reach propects where they are most likely to be.

Latitude 26 media agency yacht brokerage

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

London, UK +44 (0)20 7078-4226

Miami, fl USA +1 (305) 394-9652


skype latitude26.ch



Yacht BrokerageYacht Charter

FAIRLINE yacht club

www.fairline-yachtclub.com

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TIPS THIS MONTH

I n social media, generating prospects usually means driv-ing traffic to a website where

you can collect lead information.

01 One of the reason every com-pany should have a blog is be-

cause it adds text to the company web-site 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.

02 Facebook has a wide array of options for companies, includ-

ing, 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 fea-ture, which only lets a user invite 20 of his or her friends per day.

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 so-cial media as part of your company’s lead generation strategy.

0 Social bookmarking ser-vicesSometimes called social news sites represent a subset of features found on a social network. A social book-marking service lets users save and share their favorite web pages with

Tips tofind Prospects

friends and colleagues online. It’s all about finding something you like and then letting others know about it. So-cial bookmarking services are great ways to spread timely and interestingcontent. The most notable bookmarks on these sites quickly turn viral, as oneuser 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.

0 Social Sharing with Flickr and YouTubeOne 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 Face-book and MySpace, offer media shar-ing features; in fact, Facebook is prob-ably the number-one photo sharing site on the Web. But there are lots of sites dedicat-ed 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 ev-eryone on the site or privately to se-lected lists of friends and family. Other users, invited or otherwise, then view the uploaded media as they wish.

ONLINE PR

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UnderstandingOnline PR

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

Like traditional PR, online PR is all about influencing peo-ple 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 influenc-ing a different group of people than you do with traditional PR.

Old-school PR is about influence of traditional media news-papers, 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 on-line to target.

Online PR deals with another group of influencers. These are people who’ve become trend setters to their online fol-lowers; a mention or endorsement from one of these folks is as good as gold.

Who are these online influencers? It’s a diverse group, in-cluding 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 web-sites

Of these influencers, only the first group writers, colum-nists, 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 maga-zine or newspaper.

But the other influencers on this list are much, much differ-ent 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, estab-lish 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 ef-fort (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.

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Yacht CharterSolution

T he Yacht charter reservation Solution for joom-la was designed to answer the needs of yacht charter companies. It provides extensive fea-

tures not found in the competition. The Yacht Charter Reservation solution includes reservation requests and quotes management as well as online availability calen-dars.

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.Extensive and powerful features are included in the Yacht Charter Reservation solution for joomla: Detailed yacht information, crew presentation, amenities, avail-abilities maintenance screens, High quality PDFs genera-tion, Social networks posting, RSS and XML feeds syndi-cation, Web Services synchronization, CRM area.

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

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

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.

A request and quote management area gives the oppor-tunity to reservation agents to manage quickly the re-quests while keeping an history.


Most advanced yacht charter marketing solution: In-tegrated social media posting and marketing, printed or electronic magazine version, xml feeds syndication, online availability calendar...

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0 AdministrationFront-End and Back end adminis-tration. Allows multiple reservation agents to manage the fleet and reservation requests in the front end.

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

0 Validation TablesOver 110 validations pre-load-ed: yacht make , engine make, electronic, electrical.... offering a turn-key solution.Charter Reservation Cycle: Built-in reservation cycle allowing to catego-

rizes the requests and reservations: pending, waiting for signed contract, waiting for deposit, reservation con-firmed.

0 Reservation AgentsReservation agetns and charter com-panies have an extended set of fields in order to enter all their contact infor-

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

0 -Requests ManagementDifferent Online forms allow site visi-tors to request more information or reservation. All the requests are saved in tables. email notifications are sent to reservation agents. They can pro-cess the requests accordingly.Forms Builder: All Online forms are linked to a data dictionary allowing to add or change fields for a specific forms.

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

“ 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.

Latitude 26 media agency

London, UK +44 (0)20 7078-4226

Miami, fl USA +1 (305) 394-9652


skype latitude26.ch



The Yacht charter reservation Solutions for joomla was designed to answer the needs of yacht charter com-panies. 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 mainte-nance 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 automati-cally 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 market-ing strategy is to reach propects where they are most likely to be.

yacht Charter

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

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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 pur-chase store all requests in tables accesssible through maintenance screens in the administration panel.The Docks & Slips solution is in-tegrated 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 au-tomatically 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 mar-keting 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-

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”

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works posting, RSS and XML feeds syndication, Web Services synchro-nization, CRM area.

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 in-cludes custom templates for slips for sale and for rent.

The Docks & Slips solution allows to present professionally the inven-tory 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.

0 Administration Front-End and Back end administra-tion. Allows multiple agents man-aging their listings in the front end.

0 Listing ManagementPre-loaded templates for slips pre-sented for sale or for rent. Fields and tabs can be published or un-published from the backend. Flex-ible layout.

0 Validation tablesOver 110 validations pre-loaded: length unit, draft unit.... offering a turnkey solution.

0 Sales CycleBuilt-in Sales cycle allowing to cat-egorizes the slips : for rent/for sale/contract pending/sold. Sales cycle steps can be modified based on the company’s process.

0 Agents ContactAgents, agencies have an extend-ed set of fields in order to enter all their contact information. Offices location and contacts manage-

ment is included for agencies with several locations.

0 Lead ManagementDifferent Online forms allow site vis-itors 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.

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

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

“ 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.”

“ 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 .”

“ 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.”

Latitude 26 media agency

London, UK +44 (0)20 7078-4226

Miami, fl USA +1 (305) 394-9652


skype latitude26.ch



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 ac-cesssible 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 automati-cally 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 market-ing strategy is to reach propects where they are most likely to be.

docks & slips

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

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

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

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Captain’s forum

Holland Yacht Experience

MarinaProgramme

News around the worldAbu 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 supery-acht 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 informa-tion that will supplement the ex-pected surge in superyacht business in New Zealand in 2012, said Chair-man Garry Hassall.

Cannes first stop for Holland Yacht ExperienceCannes 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 Sep-tember, is an office complex in the redeveloped harbour of Port Canto.

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

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01 Tony Castro Tony Castro unveils designs for 35 metre superyacht

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

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Ned Ship Group selected

Pearl 75design

Superyacht explorer

Yacht Design News MCC goes neo classic

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 collabora-tion 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.

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

DESIGN

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.

Custom Yachting : Yacht Charter & Yacht BrokerageLuxury Real Estate

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

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

Luxury Niche media specialists - Connect your business to affluent and target-ed 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.

Custom Yachting : Yacht Charter & Yacht BrokerageLuxury Real Estate

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

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

Luxury Niche media specialists - Connect your business to affluent and target-ed 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.

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 oppor-

tunity. Go on our website and fill in the form.

We offer a printed version, an electronic version and an

ipad version.

Yacht Brokerage& Charter

You can purchase subscriptions directly on our website or through the following online stores: Ama-zon.com, Issuu.com, Scribd.com. Our ipad version can be down-loaded from our website.

FAIRLINE YACHT CLUB

Y A C H T B R O K E R A G E & C H A R T E R

www.longitude64.ch

List your YachtsYacht Marketing Services

Yacht Registration BVIsSwiss Corporation & Yacht Registration

PackagesSwiss Financing

Crans Montana, VS - SwitzerlandPhone: +41 (027) 483 12 20

Documents

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