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Smart Yacht Marketing 101: The secrets to sourcing, winning and retaining the world's richest clientele - Hardcover | Diverse Reads

Smart Yacht Marketing 101: The secrets to sourcing, winning and retaining the world's richest clientele

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"A MASSIVE EYE OPENER FOR THE YACHT INDUSTRY!"

Are these the issues holding back your yachting business right now?


  • A lack of quality leads generated by your marketing
  • No standout for your CA yachts (or your company or YOU) to catch the eye of the growing millennial market before the competition
  • Too much time being spent on branding - not enough on sourcing new clients and better communicating with existing ones
  • Enquiries that never seem to be followed up or properly nurtured
  • Marketers that spend time and money on social media, SEO and websites that generate ‘likes’ but never clients


For the first time ever in yachting, the techniques, tools and strategies used by the most successful brokerage houses in the world today are now shared for the benefit of all.

Written by one of the industry's longest-serving Commercial & Marketing Directors with added insight from some of yachting's most successful CEOs, brokers, captains and owners, Smart Yacht Marketing 101 is your FAST TRACK to decades of learning and first-hand experience, all distilled into one easy read.

Here are just some of the closely-guarded industry secrets now shared in this guide:



  • Marketers: the missing information that’s been holding you back
  • Brokers: what you never imagined marketing could do for you – if you trust it
  • Six Core Pillars to Success in Yachting – including the game-changing power of USPs, unpacking the stories in your data and how positioning yourself as an authority wins deals
  • Your Essential Yacht Marketing Toolkit – including three of yachting’s most powerful but least-used prospection tools
  • The 11 Most Successful Routes to Market – and how to optimise them for maximum standout
  • Plus: Smashing the Marketing Myths, the Power of Brand ‘YOU’, Invoices as Sales Tools, Making Yacht Shows Work, the Fearsome Axis of Awe and lots more…


Packed with real-life case studies from yachting and many other luxury sectors, this comprehensive guide gives you the insight, tools and perhaps most importantly of all...the CONFIDENCE...to start building and executing the sales and communication strategies that will supercharge your company’s growth - no matter how big or boutique you are today - by enabling you to better source and serve the most demanding clients in the world.

This is the insight that is helping yachting to raise its game...and fast.

Today, less than 10% of the world's Ultra High Networth Individuals (UHNWI) - those who can afford to enjoy all that luxury yachting has to offer - are actually doing so.

And yet only a handful of aggressive start-ups and a few longstanding brokerage houses are successfully reaching out to the other 90%.

They are the few who are winning the cream of the world's business by using the tools and techniques shared in Smart Yacht Marketing 101.

If you are not already...shouldn't YOU be one of them?

ISBN-13: 9781912615506

Media Type: Hardcover

Publisher: Smart Yacht Marketing

Publication Date: 09-21-2018

Pages: 484

Product Dimensions: 6.14(w) x 9.21(h) x 1.25(d)

For more on the author, the book and reader feedback go to www.smartyachtmarketing.com. Mark Duncan has been working with UHNWI for most of his professional life - as a trainee lawyer in London, the co-founder of one of the most successful and longest-running luxury events management company in the South of France and, for 15 years, as the Sales and Marketing Director for Riviera Radio in Monaco. For 10 years he headed up the marketing division of Yachting Partners International (YPI), one of the world's first ever full-service brokerage companies, and is a regular speaker at industry events including the MYBA broker training seminars. Now Director of Marketing & Business Development at Fraser Yachts, his views and insight on the business of yachting have been shared on CNBC, Bloomberg, Daily Telegraph, Times, Wealth Scene and City Wealth amongst others.

Table of Contents

CONTENTS

Special Thanks…

An Apology (if needed…)

Foreword by Jonathan Beckett

Author Preface

Introduction

PART ONE: Your Yachting Roadmap The six pillars to becoming an authority that clients trust

Chapter 1: Starting With the Mindset of Champions: Busting the myths that lose brokers opportunities every day

Chapter 2: Getting the Big Picture: What is yachting, what are we selling and who is buying?

Chapter 3: Understanding Your Business: When data is your added-value and crunching it unravels the secrets to winning clients

Chapter 4: Defining Your Product: How your answer to the one question that clients never ask will win or lose you their business

Chapter 5: Knowing Your Client: The single biggest reason why clients are not buying from YOU

Chapter 6: Building Brand ‘YOU’: Perception is reality – how a client’s perception of you, your brand and service can attract or repel their business

PART TWO: Your Essential Yacht Marketing Toolkit When attracting the attention of clients, and winning their business, is as much about how we communicate as it is about what we have to say

Chapter 7: The Nuts ‘n’ Bolts Putting the mindset and knowledge to work

(A) Correct Specs: Easy to get hold of, but disastrous when wrong

(B) USPs (again): The secret to every sale you will ever make

(C) Photography: Tips for securing the best images, which sell more than just the look, at the best rates

(D) Video: How every other industry is attracting and winning clients

(E) Brochures: Print and digital – why clients still rely on them and how to bring them to life

(F) Testimonials: Yachting’s second-most underused tool – how to get them and put them to work

(G) Referrals: Yachting’s most underused tool – the art of never having to prospect again

(H) Invoices: One of the least-used sales and marketing tools ever

Chapter 8: Brand ‘YOU’ Getting you Google-ready

(A) White papers/E-books: Showing clients you can give them what they want

(B) Your Bio: Your profile as USP heaven

PART THREE: Getting You Out to Market Making you, your company and your yachts attractive, relevant and rewarding for the ultimate in enquiry generation

Chapter 9: Websites: Getting the most exposure for your yachts and what to watch out for

Chapter 10: Social Media: Why everyone thinks they have to do it, but can’t understand why it doesn’t work

Chapter 11: Emails: Waking up new business with the old-school techniques that work better than ever

Chapter 12: Texts: The least-used technique for a guaranteed immediate reply

Chapter 13: Ads and Editorial Why it works and how to get some, even if you are not advertising with titles

Chapter 14: Yacht Shows: The reasons why shows don’t work for some exhibitors and the tricks that ensure you get the most out of every event you do

Chapter 15: Open Days and Fam Trips: Why experiencing something for ourselves convinces us to buy or recommend it more than anything else

Chapter 16: Networking Events: The art of not being left alone in the corner, pretending to be on your phone

PART FOUR: The Dynamics of Smarketing Bringing it all together

Chapter 17: When Two Become One Tips and techniques for creating the perfect sales and marketing mash-up

Summary

About the Author

Glossary of Key Terms

Bibliography and Suggested Reading