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YACHT BROKERAGE              YACHT CHARTER                   DOCKS & SLIPS
 LATEST YACHT LISTINGS        NEW LUXURY YACHTS LISTINGS      MARKETING YOUR INVENTORY




 AZIMUT YACHT CLUB
                                              www.azimut-yachtclub.com | ISSUE SEPTEMBER 2011




 YACHT BROKERAGE
            Social Media Strategy
             and APIs integration


      YACHT CHARTER
      Inbound Marketing Strategy
                for Luxuy yachts

        ONLINE PR TIPS
                  Managing brand
                 awareness online




                                                                             BOAT SHOWS
                                                                                                 Fall Boat Shows


               Mobile
                                                                                                        Calendar




               apps
                                                                                             e
                                                                                        ag
                                                                                    r
                                                                                  ke
                                                                         Yacht Bro




FOCUS           Marketing for the yachting industry                                                        1.99£
M o s t   a d v a n c e d   m a r k e t i n g




    LONgITUDE64
p l a t f o r m   f o r      t h e       y a c h t i n g




                  Docks & SLIPS SOLUTIONS




                  yacht brokerage solutions




                  yacht charter solutions




                  monthly magazine

                  web: www.longitude64.com
                  email: sales@longitude64.com
                  skype: longitude64
                  facebook: www.facebook.com/longitude64
                  twitter: www.twitter.com/longitude64
contents
                                         LONGITUDE64
                                         EDITOR’S LETTER




                                         8     EDITOR LETTER
                                               Welcome to the
                                               Azimut Yacht Club magazine




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




                                         16    SOCIAL MEDIA MARKETING
                                               Establishing an efficient social media
                                               marketing strategy becomes now a
                                               reality for yacht brokerage and yacht
                                               charter companies.




                                         20    SOCIAL NETWORKS
                                               Advantages of using APIs integration
                                               to post automatically to social networks.




                                         27 BOAT SHOWS CALENDAR
                                               Boat show events taking place
                                               in september 2011




                                         26                                                          08
                                               YACHT BROKERAGE LISTINGS
                                               Azimut Yacht brokerage listings
                                               for the month of september 2011
                                               presented by brokerage
                                               companies using our
                                               yacht brokerage solution




                                         34 YACHT CHARTER LISTINGS
                                               Azimut Yacht Charter listings for the
                                               month of september 2011
                                               presented by charter companies using
                                               our yacht charter solution
                                                                                                   Yacht
                                                                                                 Brokerage
                                                                                                and Charter
                                                                                                 Marketing
                                         FEATURES
                                                                                           24
                                         44    YACHT CHARTER MARKETING
                                                  Inbound marketing strategy for
                                                  luxury charter yachts
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




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




                                         53 Find Prospects
                                                 Using social media to find
                                                 prospects.




04
                                                                                                     32
42




55   Online PR

                                                           56
       Understanding online PR and how
       to use it to create brand awareness




56   YACHT CHARTER SOLUTIION
       Presentation of the yacht charter
       solution for joomla. Features and
       advantages




60   DOCKS & SLIPS SOLUTION
       Presentation of the docks & slips
       solution for joomla. Features and
       advantages


                                             66   YACHT DESIGN NEWS
                                                    Yacht design news for


64   NEWS AROUND THE WORLD
      Yachting events around
       the world
                                                    september 2011




                                                        10
                                                                            Cover Story
                                                             %O
                                                                     FF     Longitude 64 - The Yacht-
                                                                            ing Network offers powerful


                                             GRAB
                                                                            features to yacht brokerage
                                                                            and yacht charter companies
                                                                            looking for a turnkey solu-
                                             yearly                         tion in order to improve their
                                             Subscription                   inbound marketing activities
                                                                            and social networks integra-
                                             Today !!                       tion .
THE
             YACHTING
             NETWORK
             www.theyachtingnetwork.ch

                Most Advanced Marketing
                Services for the Yachting



Contacts
CH - Crans Montana: +41 (0)27 483 12 20
UK - London: +44 (0)20 7078-4226
USA - Miami: +1 (305) 394-9652
email: sales@theyachtingnetwork.ch
Social Media Marketing


Social Networks Integration


Superyachts Marketing


Dedicated Superyachts
Reservation Sites


Yacht Brokerage Solutions


Yacht Charter Solutions


Corporate Magazines
Creation
EDITOR’S LETTER

                                                                       OLIVIER BAELDE
                                                                      by

                                                                                     Editor



                                                                                                                        AZIMUT
                                                                                                                        YACHT CLUB

                                                                                                                       PUBLISHER/EDITOR
                                         Welcome                                                                       Olivier Baelde
                                                                                                                       editor@yachting.vg

                                                       Marketing solutions             Magazines are available in
                                                                                                                       ADVERTISING MGR
                                                                                       printed and electronic ver-
                                                       for yacht broker-                                               James Blackburn
                                                                                       sions.
                                                       age , yacht charter                                             advertising@yachting.vg

                                                       companies and real              The Yachting Network plat-
                                                                                                                       SALES MGR
                                                       estate agencies                 form coupled to our yacht-
                                                                                                                       Ian Foster
                                                                                       ing solutions provide an
                                                       specializing in the             exclusive set of features
                                                                                                                       sales@yachting.vg
                                                       rental and sale of              to yacht brokerage and
                                                                                                                       MARKETING MGR
                                                       docks and slips are             yacht charter companies
                                                                                                                       Clive Coleman
                                                                                       allowing them to market
                                                       our primary focus.                                              marketing@yachting.vg
                                                                                       worldwide on different me-
                                                                                       dias their yachts for sale or
                                                                                                                       PR MGR
                                                                                       charter fleet.
                                                       Web Solutions                                                   Antoine Bonvin
                                                       We developed over the last                                      pr@yachting.vg
                                                                                       We continuously work on
                                                       24 months an online plat-
                                                                                       improving our platform to
                                                       form using the latest tech-                                     SUBSCRIPTIONS MGR
                                                                                       provide advanced features
                                                       nologies in terms of web                                        Danielle Chiocci
                                                                                       not available in third party
                                                       design, database architec-                                      subscriptions@yachting.vg
                                                                                       listings websites.
                                                       ture, cloud hosting.
                                                                                                                       SOCIAL NETWORKS MGR
                                                       Furtermore, a very pow-                                         Sven Nicklasson
                                                       erful social network inte-
                                                                                       Mobile Solutions
                                                                                                                       social_networks@yachting.vg
                                                                                       The release of our iphone
                                                       gration though APIs al-
                                                                                       and ipad apps are sched-
                                                       lows the brokerage and                                          BUSINESS DEVELOPMENT
                                                                                       uled for december 2011. It
                                                       charter companies using                                         MGR
                                                                                       will add even more reach
                                                       our yachting solutions to                                       Glen Coburn
                                                                                       to our solutions.
                                                       gain maximum exposure                                           bus_dev@yachting.vg
                                                       on a worldwide basis with
                                                                                       Join us
                                                       a minimum of efforts on
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                       their side.
                                                                                       Olivier Baelde
                                                                                       Publisher, Editor
                                                       Then, our montlhy maga-
                                                                                       Crans Montana,
                                                       zines generated through
                                                                                       Switzerland
                                                       an InDesign CS5 workflow                                        All correspondence should
                                                       integration allows to gen-                                      be addressed to
                                                       erate on a monthly basis                                        88-90 Hatton Garden
                                                       magazines for every sites                                       London, EC1N 8PN
                                                       composing The Yachting                                          United Kingdom
                                                       Network.


         8
SUNSEEKER Yacht 75, 2005,
                 £1,395,000

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
Visit www.sunseeker-yachtclub.com for full details - Web id: 5
AZIMUT 68 S, 2005
                          830.000 €



Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
Visit www.azimut-yachtclub.com for full details - Web id: 12
AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with
twin diesel MTU (1320hp) engines. This is a great example of one of the most
popular open style family cruisers on the market. She is fully equipped and has been
professionally maintained from new. The Azimut 68 S offers fantastic accommoda-
tion with great volume. Highly recommended and must be seen. Motivated owner.


Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MTU 1320hp - Diesel
Web id: 12 - Price: 830.000 € Tax Paid
LONGITUDE 64

                                                                                                                                OLIVIER BAELDE
                                                                                                                               by

                                                                                                                                             Editor




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

                                         W
                                                     elcome 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


                                                                                                                                W
                                         version to allow readers to be able        our clients listings.                                    e believe that a tight inte-
                                         to read offline while traveling for ex-                                                             gration between the web



                                                                                    T
                                         ample. Furthermore, it allows our cli-           he architecture of our platform                    sites of our clients running
                                         ents to reach potential buyers who               now comes full circle. We are         one of our yachting solutions and
                                         are not always willing to stay a long            able to provide to all clients        social networks and coupled with a
                                         time in front of a computer screen in      using our yachting and real estate          printed version will bring them a very
                                         order to review luxury yachts for sale     solutions an integrated platform able       powerful platform to increase the vis-
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         or charter. A printed version still has    to deliver online and offline visibility    ibility of their listings.
                                         its charm and provides added value to      through very efficient web services.



                                                                                                                               U
                                         our clients.                                                                                    nlike third party listing sites



                                                                                    F
                                                                                          urthemore, our complete inte-                  specializing in yachting, cli-



                                         w
                                                 We hope you will enjoy                   gration to over 15 social net-                 ents list their yachts only once
                                                 reading every month our                  works through APIs allows clients     on their websites in our yachting so-
                                                 magazines. In the following        using our solutions to post automati-       lutions and then syndication takes
                                         months, every site part of The Yacht-      cally listings updates on their social      place. It insures that their domain
                                         ing Network will be integrated in the      media accounts without extra work.          name and web site is the place where
                                         Adobe Indesign workflow in order to                                                    all listings are managed, indexed first
                                         generate monthly magazines adding                                                      by search engines and where all in-
                                         again some exposure and visibility to                                                  bound traffic goes back to when syn-
     12
T
dicated to other sites.                           he Docks & Slips Solution for      geting the yachting and luxury mar-
                                                  joomla was designed to answer      kets.



O                                                                                      Y
         ver time, this strategy will             the needs of real estate agen-           acht Listings are as well dis-
         bring continuous lead gen-        cies specializing in the sale and rental        tributed in RSS feed format to
         eration at a fraction of the      of yacht slips. It provides extensive           different subscribers and feed-
cost spent on multiple third party         features not found in the competition.    burner. XML feeds are syndicated to
listing sites where listings are lost in   The Docks & Slips solution includes       generic third party web sites like Olx,
the crowd.                                                                                  Vast, Oodle. It helps in increas-
                                  The Yachting Network has local                  web-      ing backlinks to the client’s



T
      he Yacht Brokerage So-                                                                website.
      lutions for joomla was
                                  sites in all european countries. The


                                                                                             A
      designed to answer          print version of our magazine brings                               dditional XML feeds
the needs of yacht brokerage      additional readers and visibility to our                           following the openma-
or dealership companies. It                                                                          rine standard (www.
                                  clients. Complete integration in social
provides extensive features                                                                   openmarine.org) generate files
not found in the competition.     networks maximizes the exposure of                          compatible with The Yacht
The Yacht Brokerage solution      yacht listings. Soon to be released,                        Market, Boatshop24, Boat 24,
includes lead request man-        mobile apps will close the circle of a                      Jameslist... completing a very
agement to store all yacht                                                                    powerful array of syndication
requests.
                                  360 inbound marketing strategy.                             tools.
                                                                                                                                AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




T
       he Yacht charter reservation So-    lead request management to store all
       lutions for joomla was designed     yacht slips requests.
       to answer the needs of yacht



                                           P
charter companies. It provides exten-             owerful and integrated APIs:
sive features not found in the compe-             Powerful & Integrated Syndica-
tition. The Yacht Charter Reservation             tion Services: Our Solution offers
solution includes reservation requests     a very powerful synchronization tool
and quotes management as well as           in order to increase instantly the vis-
online availability calendars.             ibility of the listings in the Longitude
                                           64 Yachting Network composed of
                                           over 15 web sites (and growing) tar-
                                                                                                                                      13
SOCIAL MEDIA




                                         Social Media                                                                          	 Establishing	an	efficient	


                                           Marketing and                                                                       “ SOCIAL MEDIA marketing
                                                                                                                                 strategy becomes now
                                                                                                                                 a reality for yacht

                                             Yachting                                                                            brokerage and yacht
                                                                                                                                 charter companies. When
                                                                                                                                 establishing the company
                                                                                                                                 marketing strategy,
                                         The most costly decision a market-        it does not appear anymore as a cost
                                                                                                                                 several key indicators
                                         ing or sales manager will take when       effective solution in a long term strat-
                                                                                                                                 must be closely watched.
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         implementing a marketing strategy         egyh. All third party listings sites rely
                                         will be to rely entirely on third party   on traffic to their sites in order to be      As well, deciding the
                                         websites to acquire new contacts and      able to charge yacht brokerage and            direction of the data
                                         promote the yacht listings. This deci-    yacht charter firms. Thus, they will
                                         sion is mostly taken due to the ap-       most of the time prevent this traffic
                                                                                                                                 flow	between	the	
                                         parent easy setup and maintenance         to leave their site unless it goes to a       company and third party
                                         third party listing sites seem to pro-    paid advertisement. The data flow of          sites can become costly
                                         vide. However, when analyzing care-       the listings between the company’s
                                                                                                                                 in terms of advertising
                                         fully the features provided, as well      website and the outside world must
                                         as the possibility to create inbound      be carefully evaluated. The success in        budget without bringing
                                         traffic to the company’s website or       establishing a long term approach is          long	term	traffic.	”
                                         expand the reach to social networks,      to consider, as the central point, the
      14
company’s website. ie the single point of entry for all list-       reach potentials clients through all available social medias.
ings should be your website. Then, syndication to third             In a long term strategy, all inbound traffic must go back to
party listings websites specializing in the yachting and            your site. This way, if you decide to stop listing on a particu-
to social network will take place. This data flow will allow        lar third party listings website, most of the traffic will still
you to generate inbound traffic back to your site and not           flow to your site through the other channels. On the other
to other sites. You will have the control over the data pro-        hand, if you stricly list on third party sites, the day you stop
vided to the external sites. Contacts and leads coming to           paying them, you “disappear“ from the internet world...
your site once will most likely come back to your site on
a regular basis. A powerful outbound strategy for the list-         0 Social media is online
ings is to target all available social network and document         Social media is something that takes place online. It is a
or images sharing sites. Through APIs, you can automate             type of communication that takes place outside of in-per-
the posting of listings information and brochure to a large         son meetings, phone calls, or foot traffic. That means social
array of sites which are not used by third party listings           media is location-independent, which makes it a valuable
websites to avoid loosing traffic.Nowadays, you can maxi-           part of any company’s business strategy.
mize your exposure on social networks relatively easily by
selecting a yachting solution already integrating the APIs          0 Social media is user-generated
to post automatically.                                              Content used to be something that very few people cre-
                                                                    ated. Reporters, TV anchors, movie directors, authors, radio
0 Social networks integration                                       DJs, and magazine editors created content, and everyone
                                                                    else consumed it. Now, everyone is a publisher, and the
Furthermore, third party listings websites will not have any        people who use the content are also the ones who create
incentives to integrate your listings with social networks          it.
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-        0 Social media is highly accessible and scal-
dicate listings to generic listings sites. (Olx, Oddle, Vast...),   able
third party listings sites specializing in yachting through         Social media is highly accessible and scalable to the public,
the openmarine.org initiative for example: It allows you to         which means that social media has lots of users and offers
generate a standard xml feed and post it to several sites           plenty of opportunity for companies. Because social media
through a subscription. Then, post the listings to your face-       is easy to access, the tools for social media are easy and
book and twitter account.                                           intuitive enough for the common person to use. Even if
                                                                    you don’t use social media now, there’s no reason not to
0 XML feeds                                                         jump in!

We went further in the integration of our yachting solu-
                                                                                                                                       AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




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
                                                                                                                                            15
AZIMUT 46, 1997
                            199.000 €


Nautic Avenue

France (+33) ((0)9) 54 22 80 56
Visit www.azimut-yachtclub.com for full details - Web id: 1
AZIMUT 46, 1997, Provence Côte d’Azur France, 199.000 €

Specs: LOA:13 metres - CATERPILLAR 435hp - Diesel
SOCIAL NETWORKS




                                                                        Yachting & Social
                                         Common Mistakes
                                         companies Make With
                                         Strategy: Some of the
                                         most common mistakes
                                         companies make with so-
                                         cial media revolve around
                                                                        Networks Strategy
                                         making decisions that
                                                                        While it’s useful to get into the details and tactics of social
                                         aren’t consistent with hav-
                                         ing good business sense.       media, a solid marketing strategy should work no matter the
                                         Because social media tools     medium. The smartest companies will focus on strategy because
                                         are free, some companies       in the world of Web 2.0, the tools are constantly changing.
                                         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-
                                         egy
                                         Because 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
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         a well-thought out market-
                                         ing strategy plan.
                                                                        utmost importance. Furthermore, because       they can sell anything. Social media may
                                         0 Perfecting a social it takes time to build social media accounts,          seem free, but the hidden time costs to
                                         media strategy        every minute you waste by not being there              build relationships Social media is not a
                                         Even though a social me-       is followers you could be losing.             quick way to make more sales; in fact, so-
                                         dia strategy is important,                                                   cial media actually adds cycle time to the
                                         don’t wait for the strategy    0 Gathering followers rather                  sales process. Just like any other process, a
                                         to set up your company’s       than building a network                       company must consider how much of its
                                         accounts. Reserving your       There are no shortcuts in social media, and   resources to invest.
                                         company’s name on various      the bottom line is companies have to build
                                         social media sites is of the   relationships with their customers before
     18
Every social media user has a very clear idea of what         tures pertaining to your business activity.



“   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
                                                                  0 Facebook
                                                                  On Facebook for example, the new graph
                                                                  API allows to post update statuses about
                                                                  listings, upload images in albums , post
    social	media	sends	its	own	message	to	consumers.”
                                                                  events in calendar.. As well, you can use the
                                                                  facebook user authentication to login into
                  0 Putting all eggs in one basket
                                                                  your site and read or contribute to your
                  It’s exciting to see extraordinary results on
                                                                  content. The advantage is that you can at
                  one form of social media, and tempting to
                                                                  the same time know more about this per-
                  invest all your resources into what’s work-
                                                                  son and propose a subscription to your
                  ing. Try to resist. With the speed at which
                                                                  newsletter. When he connects to your site
                  technology changes, social media is start-
                                                                  with his facebook’s user id , you will be able
                  ing to look similar to the fashion cycle: one
                                                                  then to send messages directly through
                  day you’re in, the next day you’re out. Tools
                                                                  the facebook graph API. It will allow you to
                  fall in and out of fashion all the time
                                                                  keep this user informed about your com-
                  – remember Friendster, and more recently,
                                                                  pany activities automatically through your
                                                                                                                   AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                  MySpace? Companies that build a large eq-
                                                                  website. It provides an extra level of pos-
                  uity on one tool will find themselves with
                                                                  sibilities since you no longer need a user
                  nothing if the tool loses popularity.
                                                                  to subscribe to your newsletter. While you
                                                                  manage your own facebook groups , you
                  While having a social network presence
                                                                  can post automatically news to the groups
                  through Facebook, Twitter and other social
                                                                  and invite all new friends automatically to
                  networks proves mandatory nowadays, a
                                                                  join the groups through the APIs.
                  new concept tested by our yachting solu-
                  tions is to benefit from Facebook groups
                                                                  0 Friends and Followers
                  and social activity by bringing back “friends
                                                                  By inviting your “friends and followers” to
                  and followers“ to the company’s website in
                                                                  visit and connect to your site using their
                  order to propose targeted services and fea-
                                                                                                                        19
SOCIAL NETWORKS




                                         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     on a regular basis for example a new yacht       tional tone and respond to other partici-
                                         given to them as well as        listing or price reduction offer, you keep the   pants in the conversation. Automated ac-
                                         getting their feedback on       flow going.                                      counts or accounts that are updated with a
                                         specific polls or through a                                                      stream of links do not produce results.
                                         comment system.                 0 Common Mistakes Companies
                                             You can inform your         Make With Messaging                              0 Controlling the message
                                         groups, friends and follow-     Every social media user has a very clear         Social media is not about controlling a mes-
                                         ers that the newsletters        idea of what social media means to them,         sage. In fact, the very nature of social media
                                         generated every month is        and how they want to be approached by            is such that no one person or organization
                                         available on your website.      companies on social media. Most com-             can control the message. Because social
                                             The important point in      panies don’t realize that the way they ap-       media is a medium to share information
                                         this social network integra-    proach social media sends its own message        through a network, companies must re-
                                         tion with your website is       to consumers. Here are some of the most          alize that once they put the message out
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         to keep the channels open       common mistakes companies make with              there, they have no control anymore. Users
                                         and regularly communicate       messaging:                                       can choose to edit the message, inject their
                                         to provide new information                                                       own opinions into the message, share the
                                         and news.                       0 Creating impersonal accounts                   message, or ignore the message. Further-
                                             Readers will be more        Users don’t follow companies; they follow        more, companies can’t even control where
                                         likely to visit your site on    engaging people who work at companies.           the message starts: a user can also create
                                         a regular basis if they get     Unless the tool is meant specifically for        a message about a company without hav-
                                         weekly news from your site.     companies to use (i.e.: Facebook fan pages),     ing any affiliation to them. Because of the
                                         This could be fastidious if     every account should be an actual person         nature of social media, companies that try
                                         you had to do it manually ,     who has a name and a title that clearly sig-     to control the message will have difficulty
                                         but by creating automated       nifies him or her as a face of the company.      reaping any of the benefits of the medium.
                                         tasks to post automatically     This person should write with a conversa-
20
There are so many ways to use social media to communicate draw the line with abusing permission? Un-

“        with the customer, and as social media goes mainstream fortunately, this question is similar to asking
         companies	are	finding	new	ways	every	day.	All	of	these	 where comedians draw the line with poten-
         purposes for communication fall into three main
                                                                   tially offensive jokes. The truth is that different
                                                                   users have different levels of tolerance. Just like
         functions: public relations and marketing, sales, and     a comedian might experiment with messaging
         customer	services.”                                       based on the feedback he or she is receiving
                                                                            from the audience, your company must experi-
0 Not controlling the message
                                                                ment with the right level of communication, erring on the
While companies should be careful about trying to exer-
                                                                side of unobtrusive.
cise too much control over the message, there is also the
opposite end of the spectrum to avoid. Companies often
                                                                0 Strategy definition
cite “control over message” as a reason not to participate in
                                                                    The framework for developing a social media strategy
social media, but the truth is that companies have lost con-
                                                                consists of three potential functions: public relations and
trol of the message whether they participate or not. This is
                                                                marketing, sales, and customer services. Social media can
because, as mentioned earlier, users can create a message
                                                                be used to further goals within just one of these three
and drive the conversation surrounding that message.
                                                                functions, two these functions, or a company could use
    So how can companies exercise some control over a
                                                                social media to satisfy the needs of all three of these func-
                                                                                                                                  AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




message and still reap the benefits of social media (rapid
                                                                tions. These three functions feed each other in a cycle, and
diffusion of information through people sharing messages
                                                                companies can create a fairly comprehensive social media
with their networks)? The answer is that companies need to
                                                                strategy by taking each into consideration.
participate in the conversation. Responding to complaints
and stressing the benefits and what the company does
                                                                0 Find your audience
well; these are all ways for companies to control the end-
                                                                Very few social media tools will work for every company;
consumer’s perception of its services.
                                                                however, if your company is just starting out with social
                                                                media, you can find plenty of people by sticking to the big-
0 Abusing permission
                                                                gest social media sites. Generally, the strategy for finding an
Abusing permission is a fast way for companies to lose
                                                                audience is looking for groups of people with similar inter-
credibility, damage relationships, and generally make a
                                                                ests to keywords that make sense for your company.
bad name for themselves in social media. So where do you
                                                                                                                                       21
SHOWS




                                                                                                                     09




                                                                                                                     16




                                           07                                                                        21
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         7 Cannes             9 Tampa              16 Southampton         21 Monaco
                                           September 7 - 12     September 9 - 11      September 16 - 25      September 21 - 24




22
SHOWS




                                                 Boat Shows
                                                 September
                                                 2011
                                                 Cannes International Boat &
                                                 Yacht Show
                                                 Europe’s leading in-water exhibition, the Festival de la Plaisance
                                                 de Cannes is a unique venue offering
                                                 showgoers the opportunity to preview the finest jewels of the
                                                 sea.
                                                 September 7 - 12, 2011




Monaco Yacht Southampton
Show         Boat Show




The Monaco Yacht Show presents the     The UK’s leading outdoor Boat Show
greatest showcase of luxury yachting   provides authentic experiences both
in the world. A high-end show guar-    on and off the water for a fun-filled
                                                                                46th Tampa
                                                                                                                         AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




anteed by the meticulous selection     day out for boaters, trade and the
of the exhibitors.
September 21 - 24, 2011
                                       whole family.
                                       September 16 - 25, 2011
                                                                                Boat Show
                                                                                Expanded in-water display will show-
                                                                                case nearly three dozen best-in-class
                                                                                vessels, ranging in size from 40 to 97
                                                                                feet!
                                                                                September 9 - 11, 2011




                                                                                                                         23
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




24
WORLD NEWS




       AZIMUT yacht club
        www.azimut-yachtclub.com




             Yacht Brokerage
              Yacht Charter        AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                   25
AZIMUT YACHT CLUB



                                             Index
                                             EDITOR’S LETTER




                                         MOTOR YACHTS BROKERAGE
                                         AZIMUT 68 S, 2005, 830.000 €              27
                                         AZIMUT AZIMUT 105, 2008, 5.000.000 €      28
                                         AZIMUT AZIMUT 46, 1997, 199.000 €         29
                                         AZIMUT 55 E, 2008, 790.000 €              30
                                         AZIMUT 68E, 2008, 1.490.000 €             31
                                         AZIMUT 68S, 2007, 1.200.000 €             32
                                         AZIMUT LEonArdo 98 E, 2007, 4.400.000 €   33
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




26
BROKERAGE




                     A Z I M U T 68 S , 2 0 0 5 , 8 3 0 . 0 0 0  €
                                Poole, DOR, United Kingdom
AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with twin diesel MTU (1320hp)
engines. This is a great example of one of the most popular open style family cruisers on the market. She is
fully equipped and has been professionally maintained from new. The Azimut 68 S offers fantastic accom-
modation with great volume. Highly recommended and must be seen. Motivated owner. - Specs: LOA:20
metres Beam:5 metres Draft:1 metres - MTU 1320hp - Diesel
Web id: 12 - Price: 830.000 € Tax Paid
                                                                                                               AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                        Carine Yachts
                                                            Andrew Noble
                                              United Kingdom (+44) (01202) 901-721
                                         Visit www.azimut-yachtclub.com for full details - Web id: 12
                                                                                                               27
BROKERAGE




                                                             A Z I M U T 105 , 2 0 0 8 , 5 . 0 0 0 . 0 0 0  €
                                                                                  Nice, PR, France
                                          AZIMUT Azimut 105, 2008, Barcelona, Spain, 5.000.000 € - Specs: LOA:105 feet Beam:21 feet Draft:1 metres
                                          - MTU 2216hp - Diesel
                                          Web id: 7 - Price: 5.000.000 € Tax Not Paid
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                                                  Yacht Show Room Brokerage
                                                                                                        Nicolas Valin
                                                                                                France (+33) (977) 197- 205
                                                                                    Visit www.azimut-yachtclub.com for full details - Web id: 7
28
BROKERAGE




                      A Z I M U T 46 , 1 9 9 7 , 1 9 9 . 0 0 0  €
                                        Fréjus, PR, France
AZIMUT Azimut 46, 1997, Provence Côte d'Azur France, 199.000 € - Specs: LOA:13 metres - CATERPILLAR
435hp - Diesel
Web id: 1 - Price: 199.000 € Tax Paid
                                                                                                      AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                     Nautic Avenue
                                                  France (+33) ((0)9) 54 22 80 56
                                        Visit www.azimut-yachtclub.com for full details - Web id: 1
                                                                                                      29
BROKERAGE




                                                               A Z I M U T 55 E , 2 0 0 8 , 7 9 0 . 0 0 0  €
                                                                              Golfe Juan, PR, France
                                          AZIMUT Azimut 55 E, 2008, Golfe Juan, Provence Côte d'Azur France, 790.000 € Azimut 55 year 2008 in im-
                                          maculate condition. 3 cabins / 3 bathrooms version. Extremely well looked after boat, constantly upgraded,
                                          professionally maintained, fully serviced and ready to go. - Specs: - N/A - Diesel
                                          Web id: 4 - Price: 790.000 € Tax Not Paid
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                                                   Yacht Show Room Brokerage
                                                                                                          Nicolas Valin
                                                                                                  France (+33) (977) 197- 205
                                                                                      Visit www.azimut-yachtclub.com for full details - Web id: 4
30
BROKERAGE




                   A Z I M U T 68 E , 2 0 0 8 , 1 . 4 9 0 . 0 0 0  €
                                       Cannes, PR, France
AZIMUT Azimut 68E, 2008, Cannes, Provence Côte d'Azur France, 1.490.000 € This Azimut 68 Evo built in
2008 is in pristine condition: only 1 owner, permanent crew of 2, managed professionally... this yacht is
ready to go! She is very well equipped up to charter standards and offers all the safety equipment demand-
ed by RINAVE Commercial Class. The owner who has not been able to use her as much as desired is a keen
seller. - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel
Web id: 8 - Price: 1.490.000 € Tax Not Paid
                                                                                                             AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                      Yacht Show Room Brokerage
                                                           Nicolas Valin
                                                   France (+33) (977) 197- 205
                                       Visit www.azimut-yachtclub.com for full details - Web id: 8
                                                                                                                   31
BROKERAGE




                                                             A Z I M U T 68 S , 2 0 0 7 , 1 . 2 0 0 . 0 0 0  €
                                                                    Mandelieu-La-Napoule, PR, France
                                          AZIMUT Azimut 68S, 2007, Mandelieu-La-Napoule, Provence Côte d'Azur France, 1.200.000  € - Specs:
                                          LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel
                                          Web id: 6 - Price: 1.200.000 € Tax Not Paid
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                                                 Yacht Show Room Brokerage
                                                                                                       Nicolas Valin
                                                                                               France (+33) (977) 197- 205
                                                                                   Visit www.azimut-yachtclub.com for full details - Web id: 6
32
BROKERAGE




      A Z I M U T L E O N A R D O 9 8 E , 2 0 0 7 , 4 . 4 0 0 . 0 0 0  €
                                       Cannes, PR, France
AZIMUT Leonardo 98 E, 2007, Cannes, Provence Côte d'Azur France, 4.400.000 € One of the rare Azimut
98 Evolution offered on the market for sale, MY Leonardo is commercially registered, fully equipped for
charter and ready to go! The owner is a keen seller and we urge you to bring offers. - Specs: LOA:100 feet
Beam:22 feet Draft:6 feet - MTU 2200hp - Diesel
Web id: 5 - Price: 4.400.000 € Tax Not Paid
                                                                                                             AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                      Yacht Show Room Brokerage
                                                           Nicolas Valin
                                                   France (+33) (977) 197- 205
                                       Visit www.azimut-yachtclub.com for full details - Web id: 5
                                                                                                              33
AZIMUT YACHT CLUB



                                             Index
                                             EDITOR’S LETTER




                                         MOTOR YACHTS CHARTER
                                         AZIMUT 68S 2007 - AnoLhA                    35
                                         AZIMUT 86S 2007 - ChIMErA                   36
                                         AZIMUT 103 SL 2007 - ThE SULTAn’S WAy 007   37
                                         AZIMUT 103SL 2008 - GoGAMIGoGA              38
                                         AZIMUT 105 2008 - LAUrA 1                   39
                                         AZIMUT 50 2005 - PrETTy WoMAn               40
                                         AZIMUT 85 2008 - 4FUn                       41
                                         AZIMUT 98 2007 - My LEonArdo                42
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




 34
CHARTER
  CHARTER




                     AZIMUT 68S 2007 - ANOLHA
                                      La Rague, France
                                                                                                          AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




Anolha is a brand new azimut 68s from the open line. Based in port la rague (close to cannes, france),
she will take you to the most remote or exclusive places of the riviera in total comfort and speed!
anolha is very well equipped and features a unique and sleek style, a very large salon open on the out-
side deck and 2 spacious cabins. The twin cabin will accommodate the stewardess. Matthew connor,
captain of anolha will be your guide to the riviera; our stewardess will be delighted to prepare your
breakfasts, light lunches and make sure you feel at ease at all times.


                                          Neoyachting
                              14 quai Papacino, 06300 Nice, France
                                      Telephone: +33 489 039 464
                                          Fax: +33 492 004 959
                                        www.neoyachting.com
                                                                                                          35
CHARTER




                                                              AZIMUT 86S 2007 - CHIMERA
                                                                                     Olbia, Italy
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                          This azimut 86 s from the open line is perfectly equipped for charter in the mediterranean and -
                                          thanks to her sliding roof top - offers great deck space and comfort at anchor. She is also a very fast
                                          and silent yacht featuring 2 arneson surface drives.




                                                                                    Neoyachting
                                                                        14 quai Papacino, 06300 Nice, France
                                                                                Telephone: +33 489 039 464
                                                                                    Fax: +33 492 004 959
                                                                                  www.neoyachting.com
36
CHARTER




  AZIMUT 103 SL 2007 - THE SULTAN’S WAY 007
                                        Malw, Maldives
Sleek lines and vast spaces, elegant interiors full of light, formidable performance: the new open Azi-
                                                                                                            AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




mut 103, flagship of the s range, is a masterpiece of sporting design, sophistication and technology. For
the first time in the history of maldives tourism, it is now possible to charter a locally based crewed
yacht to explore the maldives in style. The delightful Maldivian crew will introduce your guests to
the best sights, locally inhabited islands, luxury resorts or pristine reefs for underwater exploration.
Guests have a choice of venue for meals on board or perhaps a beach BBQ on the edge of a reef or sand
bank. the choices are many and the maldives offer a wealth of beauty and special culture..

                                           Neoyachting
                              14 quai Papacino, 06300 Nice, France
                                       Telephone: +33 489 039 464
                                           Fax: +33 492 004 959
                                         www.neoyachting.com
                                                                                                             37
CHARTER




                                                       AZIMUT 103SL 2008 - GOGAMIGOGA
                                                                                    Varazze, Italy
                                          Azimut has now set important new standards in the design of open boats with its 103s, a prestigious
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                          sports yacht where the focus is on freedom. You can enjoy the lounge and cockpit as one single large
                                          open space. There is also freedom to enjoy the stunning beauty of the latest styling with the reliability
                                          and performance created from the best azimut innovation and technological research..




                                                                                     Neoyachting
                                                                        14 quai Papacino, 06300 Nice, France
                                                                                 Telephone: +33 489 039 464
                                                                                     Fax: +33 492 004 959
                                                                                   www.neoyachting.com

38
CHARTER




                     AZIMUT 105 2008 - LAURA 1
                                          Rome, Italy
Large azimut flybridges. The 105 is a two and half deck megayacht over 32.808 yards long, with a sleek,
                                                                                                          AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




exuberant design and luxury interiors. Neoyachting is very pleased to introduce you to our brand new
azimut 105. Delivered in may 2008, her prime location in genoa will allow you to discover the best of
italy and the french riviera: portofino and the liguria coast, corsica and sardinia, st tropez, monaco
and the french riviera..



                                          Neoyachting
                              14 quai Papacino, 06300 Nice, France
                                      Telephone: +33 489 039 464
                                          Fax: +33 492 004 959
                                        www.neoyachting.com
                                                                                                          39
CHARTER




                                                        AZIMUT 50 2005 - PRETTY WOMAN
                                                                              Juan Les Pins, France
                                          Pretty woman is an azimut 50, one of the most popular yacht in the flybridge range. Pretty woman
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                          is ideally located in the private harbor of port galice in juan-les-pins, close from the vibrating city of
                                          cannes. Mark tremlin, captain of pretty woman will be your guide to the french riviera and will be
                                          delighted to prepare your breakfasts, recommend the good restaurants and make sure you feel at ease
                                          at all times!.



                                                                                      Neoyachting
                                                                         14 quai Papacino, 06300 Nice, France
                                                                                  Telephone: +33 489 039 464
                                                                                      Fax: +33 492 004 959
                                                                                    www.neoyachting.com

40
CHARTER




                          AZIMUT 85 2008 - 4FUN
                                         Nice, France
Discover the new yachting class…the charter club is very pleased to introduce you to our spectacular
                                                                                                          AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




azimut 85 fly.delivered in may 2008, her prime location in Nice (French Riviera) will allow you to
discover the best of italy andfrance: portofino and the liguria coast, Corsica and Sardinia, St Tropez,
Monaco and beyond. The incredible volume on this yacht will make you feel on a 100-foot yacht. My
4fun features stabilization at anchor, a deck jacuzzi and 4 cabins among which 3 with double beds...



                                          Neoyachting
                              14 quai Papacino, 06300 Nice, France
                                      Telephone: +33 489 039 464
                                          Fax: +33 492 004 959
                                        www.neoyachting.com

                                                                                                                41
CHARTER




                                                         AZIMUT 98 2007 - MY LEONARDO
                                                                        Propriano, Corsica, France
                                          MY Leonardo is one of our most successful yacht thanks to the incredible design and features of this
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                          Leonardo by Azimut, but especially thanks to an incredible crew driven by Gwenael Bouillé. note:
                                          Leonardo features 4 among which 3 cabins with double beds...




                                                                                   Neoyachting
                                                                       14 quai Papacino, 06300 Nice, France
                                                                               Telephone: +33 489 039 464
                                                                                   Fax: +33 492 004 959
                                                                                 www.neoyachting.com

42
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
MARKETING

                                                                                   OLIVIER BAELDE
                                                                                  by

                                                                                               Editor




                                         Luxury
                                                        Yacht
                                                  charter marketing
                                         and social media
                                         marketing
                                         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.


                                         G
                                                     iven the increasing reach of social networks,      database or CRM system as a backup. To increase luxury
                                                     it represents an amazingly large audience for      yachts occupation rate, a dedicated mini site coupled
                                                     your website content. Even when you’re creat-      with an online brochure and linked to social networks ac-
                                         ing content outside of a social network on your own site,      counts makes wonders in terms of clearly presenting the
                                         you should strive to encourage sharing. Cross-promoting        yacht features and amenities. Direct contact and reserva-
                                         content and driving traffic from your website to your          tion forms will enable the clients to get in touch with a
                                         social networks accounts (and vice versa) is an important      dedicated account manager able to present and add his
                                         part of a smart inbound marketing strategy.                    personal touch in terms of services.




                                         H                                                              S
                                               owever, when marketing luxury yacht offered for                 imply placing a luxury yacht in a central listing sys-
                                               charter, directing potential clients back to your               tem does not offer the same level of service to the
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                               site should be preferred. It will give your company             client who may get a different reservation agent ev-
                                         the opportunity to present your serivces and yachts in a       erytime. Bringing personal service to clients will achieve
                                         more formal setting.                                           a lot in terms of customer retention. As well, a dedicated
                                                                                                        site and brochure to market a luxury yacht will avoid be-



                                         A
                                                 s well, your site will provide direct means of         ing “lost in the crowd” among the 50 other yachts in the
                                                 contacts either through phone numbers or an            central listing fleet.
                                                 inquiry form. The inquiries and contacts informa-



                                                                                                        Y
                                         tion are the key to increase your customer base. You need            ou can manage rates and locations offered while
                                         to make sure that you will receive all inquiries without             getting over time a mailing list of clients and inter-
                                         failure or risk of interception by a third party company. A          ested persons who contacted your company about
                                         well structured inquiry system will send a notification        the yacht. It will allow you to build marketing campaigns
                                         to the reservation agents and save all inquiries in the        and send newsletters with added knowledge of your
 44
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.




                                                                                   P
                                                                                       roviding 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

                                         C
customers requirements. Building a             lients chartering luxury yachts
                                                                                            of a company. You must
direct relationship with past clients          are used to a high level of per-
by offering an online feedback form            sonal service and will be more               ask and answer the
after the charter period will increase   tempted to go with a more personal                 appropriate and relevant
the level of understanding                                                                  questions to develop the
and needs requested by your
clients. Furthermore, a dedi-
                                                                                            right campaign: What
cated website with a reserva-                                                               social sites are your
tion system for a luxury yacht                                                              target market currently
will alllow you to improve
                                                                                            using? How much time is
the “differentation factor”.
                                                                                            needed to consistently
                                                                                                                             AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




While most central agency
listings will provide a single                                                              interact with your social
page of information about a                                                                 community?
yacht with a few pictures, a
dedicated site will allow you
to include videos and image
galleries of the yacht.




Y
      ou will be as well able to pres-   approach and contacts rather than
      ent the crew in a more interac-    searching through a full list of yachts
      tive way.                          in order to compare all features or
                                         amenities. When providing charter
                                                                                                                             45
SOLUTIONS




                                                     Yacht
                                                      Brokerage
                                                        Solution
                                                                        360 architecture to reach
                                                                        your clients everywhere
                                              The mobile access is
                                                                        T
                                                                                   he Yacht Brokerage Solu-        tegrated with 15 social networks


                                         “    becoming more and
                                              more	the	first	mode	of	
                                              access to information
                                                                                   tions for joomla was de-
                                                                                   signed to answer the needs
                                                                        of yacht brokerage or dealership com-
                                                                        panies. It provides extensive features
                                                                                                                   through APIs and generates high
                                                                                                                   quality yacht PDF brochures and
                                                                                                                   monthly magazines.
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                              and content. We could     not found in the competition.              We took great care of integrating our
                                                                                                                   solutions with more than 15 social
                                              not ignore this fact      The Yacht Brokerage solution includes      networks APIs in order to automati-
                                              in the roadmap and        lead request management to store all       cally distribute the listings informa-
                                              development strategy of   yacht requests. As well different re-      tion to your social networks accounts
                                                                        quest forms for financing, insurance,      without extra work on your side. Now-
                                              our	solutions.”
                                                                        storage, transport, survey store all re-   adays, publishing yacht listings on
                                                                        quests in tables accesssible through       your web site is not enough to reach
                                                                        maintenance screens in the adminis-        potential buyers.
                                                                        tration panel.                             A good marketing strategy is to reach
                                                                                                                   propects where they are most likely
                                                                        The Yacht Brokerage solution is in-        to be.
46
Scheduled for the end                    During the summer 2011,                   ThE appS will close

“        of the year 2011, Our
         yachting solutions
         will include an iphone
                                        “         we will be prototyping
                                                  the iphone and ipad
                                                  apps, The development
                                                                                  “         the circle of our 360
                                                                                            architecture where
                                                                                            you will be able to
         app and an ipad app                      will be conducted                         reach your potential
         in order to reach                        during the last                           clients through all
         your potential clients                   quarter of 2011 with a                    available channels:
         wherever	they	are.”                      scheduled release date                    oNLINE,oFFLINE,MOBILE.”
                                                  of	december	2011.”




E
      xtensive and powerful fea-        requests while keeping an history.
      tures are included in the Yacht   Administration: Front-End and Back        Broker Contacts
      Brokerage solution for joomla:    end administration. Allows multiple       Brokers, Brokerage companies have
Detailed yacht listings maintenance     brokers managing their listings in        an extended set of fields in order to
screens, High quality PDFs genera-      the front end.                            enter all their contact information.
tion, Social networks posting, RSS                                                Offices location and contacts man-
and XML feeds syndication, Web          Listings Management                       agement is included for brokerage
Services synchronization, CRM area.     Pre-loaded templates for Sailboats,       companies with several locations.
                                        Power Yachts. Fields and tabs can
The Yacht Brokerage solution allows     be published or unpublished from          Lead Management
a yacht broker/dealer company to        the backend. Flexible layout.             Different Online forms allow site
manage and promote online an in-                                                  visitors to request more informa-
ventory of new and used boats.          Validations Tables                        tion, a yacht visit, financing... All the
                                                                                                                              AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                        Over 110 validations pre-loaded:          requests are saved in tables. email
The Yacht Brokerage solution al-        yacht make , engine make, elec-           notifications are sent to brokers and
ready includes custom templates         tronic, electrical.... offering a turn-   broker can process the request ac-
for motor yachts and sailboats.         key solution.                             cordingly.

The Yacht Brokerage solution allows     Sales Cycle                               Forms Builder
to present professionally the inven-    Built-in Sales cycle allowing to          All Online forms are linked to a
tory while giving a very quick ad       categorizes the yachts : for sale/        data dictionary allowing to add or
easy management interface to the        contract pending/sold. Sales cycle        change fields for a specific forms.
brokers and dealers. A lead man-        steps can be modifiedbased on the
agement area gives the opportuni-       company’s process.                        Bulk Images Upload
ty to brokers to manage quickly the                                               Images are uploaded through a
                                                                                                                                47
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
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Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue
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Azimut Yacht Club magazine - Yacht Brokerage and Charter - September 2011 issue

  • 1. YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY AZIMUT YACHT CLUB www.azimut-yachtclub.com | ISSUE SEPTEMBER 2011 YACHT BROKERAGE Social Media Strategy and APIs integration YACHT CHARTER Inbound Marketing Strategy for Luxuy yachts ONLINE PR TIPS Managing brand awareness online BOAT SHOWS Fall Boat Shows Mobile Calendar apps e ag r ke Yacht Bro FOCUS Marketing for the yachting industry 1.99£
  • 2. M o s t a d v a n c e d m a r k e t i n g LONgITUDE64
  • 3. p l a t f o r m f o r t h e y a c h t i n g Docks & SLIPS SOLUTIONS yacht brokerage solutions yacht charter solutions monthly magazine web: www.longitude64.com email: sales@longitude64.com skype: longitude64 facebook: www.facebook.com/longitude64 twitter: www.twitter.com/longitude64
  • 4. contents LONGITUDE64 EDITOR’S LETTER 8 EDITOR LETTER Welcome to the Azimut Yacht Club magazine 12 LONGITUDE 64 A new approach to yacht brokerage and yacht charter marketing 16 SOCIAL MEDIA MARKETING Establishing an efficient social media marketing strategy becomes now a reality for yacht brokerage and yacht charter companies. 20 SOCIAL NETWORKS Advantages of using APIs integration to post automatically to social networks. 27 BOAT SHOWS CALENDAR Boat show events taking place in september 2011 26 08 YACHT BROKERAGE LISTINGS Azimut Yacht brokerage listings for the month of september 2011 presented by brokerage companies using our yacht brokerage solution 34 YACHT CHARTER LISTINGS Azimut Yacht Charter listings for the month of september 2011 presented by charter companies using our yacht charter solution Yacht Brokerage and Charter Marketing FEATURES 24 44 YACHT CHARTER MARKETING Inbound marketing strategy for luxury charter yachts AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 46 YACHT BROKERAGE SOLUTION Presentation of the yacht brokerage solution for joomla. Features and advantages 53 Find Prospects Using social media to find prospects. 04 32
  • 5. 42 55 Online PR 56 Understanding online PR and how to use it to create brand awareness 56 YACHT CHARTER SOLUTIION Presentation of the yacht charter solution for joomla. Features and advantages 60 DOCKS & SLIPS SOLUTION Presentation of the docks & slips solution for joomla. Features and advantages 66 YACHT DESIGN NEWS Yacht design news for 64 NEWS AROUND THE WORLD Yachting events around the world september 2011 10 Cover Story %O FF Longitude 64 - The Yacht- ing Network offers powerful GRAB features to yacht brokerage and yacht charter companies looking for a turnkey solu- yearly tion in order to improve their Subscription inbound marketing activities and social networks integra- Today !! tion .
  • 6. THE YACHTING NETWORK www.theyachtingnetwork.ch Most Advanced Marketing Services for the Yachting Contacts CH - Crans Montana: +41 (0)27 483 12 20 UK - London: +44 (0)20 7078-4226 USA - Miami: +1 (305) 394-9652 email: sales@theyachtingnetwork.ch
  • 7. Social Media Marketing Social Networks Integration Superyachts Marketing Dedicated Superyachts Reservation Sites Yacht Brokerage Solutions Yacht Charter Solutions Corporate Magazines Creation
  • 8. EDITOR’S LETTER OLIVIER BAELDE by Editor AZIMUT YACHT CLUB PUBLISHER/EDITOR Welcome Olivier Baelde editor@yachting.vg Marketing solutions Magazines are available in ADVERTISING MGR printed and electronic ver- for yacht broker- James Blackburn sions. age , yacht charter advertising@yachting.vg companies and real The Yachting Network plat- SALES MGR estate agencies form coupled to our yacht- Ian Foster ing solutions provide an specializing in the exclusive set of features sales@yachting.vg rental and sale of to yacht brokerage and MARKETING MGR docks and slips are yacht charter companies Clive Coleman allowing them to market our primary focus. marketing@yachting.vg worldwide on different me- dias their yachts for sale or PR MGR charter fleet. Web Solutions Antoine Bonvin We developed over the last pr@yachting.vg We continuously work on 24 months an online plat- improving our platform to form using the latest tech- SUBSCRIPTIONS MGR provide advanced features nologies in terms of web Danielle Chiocci not available in third party design, database architec- subscriptions@yachting.vg listings websites. ture, cloud hosting. SOCIAL NETWORKS MGR Furtermore, a very pow- Sven Nicklasson erful social network inte- Mobile Solutions social_networks@yachting.vg The release of our iphone gration though APIs al- and ipad apps are sched- lows the brokerage and BUSINESS DEVELOPMENT uled for december 2011. It charter companies using MGR will add even more reach our yachting solutions to Glen Coburn to our solutions. gain maximum exposure bus_dev@yachting.vg on a worldwide basis with Join us a minimum of efforts on AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 their side. Olivier Baelde Publisher, Editor Then, our montlhy maga- Crans Montana, zines generated through Switzerland an InDesign CS5 workflow All correspondence should integration allows to gen- be addressed to erate on a monthly basis 88-90 Hatton Garden magazines for every sites London, EC1N 8PN composing The Yachting United Kingdom Network. 8
  • 9. SUNSEEKER Yacht 75, 2005, £1,395,000 Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit www.sunseeker-yachtclub.com for full details - Web id: 5
  • 10. AZIMUT 68 S, 2005 830.000 € Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit www.azimut-yachtclub.com for full details - Web id: 12
  • 11. AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with twin diesel MTU (1320hp) engines. This is a great example of one of the most popular open style family cruisers on the market. She is fully equipped and has been professionally maintained from new. The Azimut 68 S offers fantastic accommoda- tion with great volume. Highly recommended and must be seen. Motivated owner. Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MTU 1320hp - Diesel Web id: 12 - Price: 830.000 € Tax Paid
  • 12. LONGITUDE 64 OLIVIER BAELDE by Editor “Longitude 64 - The Yachting Network” A new approach to yacht brokerage and yacht charter marketing: integration with social networks W elcome 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 W version to allow readers to be able our clients listings. e believe that a tight inte- to read offline while traveling for ex- gration between the web T ample. Furthermore, it allows our cli- he architecture of our platform sites of our clients running ents to reach potential buyers who now comes full circle. We are one of our yachting solutions and are not always willing to stay a long able to provide to all clients social networks and coupled with a time in front of a computer screen in using our yachting and real estate printed version will bring them a very order to review luxury yachts for sale solutions an integrated platform able powerful platform to increase the vis- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 or charter. A printed version still has to deliver online and offline visibility ibility of their listings. its charm and provides added value to through very efficient web services. U our clients. nlike third party listing sites F urthemore, our complete inte- specializing in yachting, cli- w We hope you will enjoy gration to over 15 social net- ents list their yachts only once reading every month our works through APIs allows clients on their websites in our yachting so- magazines. In the following using our solutions to post automati- lutions and then syndication takes months, every site part of The Yacht- cally listings updates on their social place. It insures that their domain ing Network will be integrated in the media accounts without extra work. name and web site is the place where Adobe Indesign workflow in order to all listings are managed, indexed first generate monthly magazines adding by search engines and where all in- again some exposure and visibility to bound traffic goes back to when syn- 12
  • 13. T dicated to other sites. he Docks & Slips Solution for geting the yachting and luxury mar- joomla was designed to answer kets. O Y ver time, this strategy will the needs of real estate agen- acht Listings are as well dis- bring continuous lead gen- cies specializing in the sale and rental tributed in RSS feed format to eration at a fraction of the of yacht slips. It provides extensive different subscribers and feed- cost spent on multiple third party features not found in the competition. burner. XML feeds are syndicated to listing sites where listings are lost in The Docks & Slips solution includes generic third party web sites like Olx, the crowd. Vast, Oodle. It helps in increas- The Yachting Network has local web- ing backlinks to the client’s T he Yacht Brokerage So- website. lutions for joomla was sites in all european countries. The A designed to answer print version of our magazine brings dditional XML feeds the needs of yacht brokerage additional readers and visibility to our following the openma- or dealership companies. It rine standard (www. clients. Complete integration in social provides extensive features openmarine.org) generate files not found in the competition. networks maximizes the exposure of compatible with The Yacht The Yacht Brokerage solution yacht listings. Soon to be released, Market, Boatshop24, Boat 24, includes lead request man- mobile apps will close the circle of a Jameslist... completing a very agement to store all yacht powerful array of syndication requests. 360 inbound marketing strategy. tools. AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 T he Yacht charter reservation So- lead request management to store all lutions for joomla was designed yacht slips requests. to answer the needs of yacht P charter companies. It provides exten- owerful and integrated APIs: sive features not found in the compe- Powerful & Integrated Syndica- tition. The Yacht Charter Reservation tion Services: Our Solution offers solution includes reservation requests a very powerful synchronization tool and quotes management as well as in order to increase instantly the vis- online availability calendars. ibility of the listings in the Longitude 64 Yachting Network composed of over 15 web sites (and growing) tar- 13
  • 14. SOCIAL MEDIA Social Media Establishing an efficient Marketing and “ SOCIAL MEDIA marketing strategy becomes now a reality for yacht Yachting brokerage and yacht charter companies. When establishing the company marketing strategy, The most costly decision a market- it does not appear anymore as a cost several key indicators ing or sales manager will take when effective solution in a long term strat- must be closely watched. AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 implementing a marketing strategy egyh. All third party listings sites rely will be to rely entirely on third party on traffic to their sites in order to be As well, deciding the websites to acquire new contacts and able to charge yacht brokerage and direction of the data promote the yacht listings. This deci- yacht charter firms. Thus, they will sion is mostly taken due to the ap- most of the time prevent this traffic flow between the parent easy setup and maintenance to leave their site unless it goes to a company and third party third party listing sites seem to pro- paid advertisement. The data flow of sites can become costly vide. However, when analyzing care- the listings between the company’s in terms of advertising fully the features provided, as well website and the outside world must as the possibility to create inbound be carefully evaluated. The success in budget without bringing traffic to the company’s website or establishing a long term approach is long term traffic. ” expand the reach to social networks, to consider, as the central point, the 14
  • 15. company’s website. ie the single point of entry for all list- reach potentials clients through all available social medias. ings should be your website. Then, syndication to third In a long term strategy, all inbound traffic must go back to party listings websites specializing in the yachting and your site. This way, if you decide to stop listing on a particu- to social network will take place. This data flow will allow lar third party listings website, most of the traffic will still you to generate inbound traffic back to your site and not flow to your site through the other channels. On the other to other sites. You will have the control over the data pro- hand, if you stricly list on third party sites, the day you stop vided to the external sites. Contacts and leads coming to paying them, you “disappear“ from the internet world... your site once will most likely come back to your site on a regular basis. A powerful outbound strategy for the list- 0 Social media is online ings is to target all available social network and document Social media is something that takes place online. It is a or images sharing sites. Through APIs, you can automate type of communication that takes place outside of in-per- the posting of listings information and brochure to a large son meetings, phone calls, or foot traffic. That means social array of sites which are not used by third party listings media is location-independent, which makes it a valuable websites to avoid loosing traffic.Nowadays, you can maxi- part of any company’s business strategy. mize your exposure on social networks relatively easily by selecting a yachting solution already integrating the APIs 0 Social media is user-generated to post automatically. Content used to be something that very few people cre- ated. Reporters, TV anchors, movie directors, authors, radio 0 Social networks integration DJs, and magazine editors created content, and everyone else consumed it. Now, everyone is a publisher, and the Furthermore, third party listings websites will not have any people who use the content are also the ones who create incentives to integrate your listings with social networks it. 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- 0 Social media is highly accessible and scal- dicate listings to generic listings sites. (Olx, Oddle, Vast...), able third party listings sites specializing in yachting through Social media is highly accessible and scalable to the public, the openmarine.org initiative for example: It allows you to which means that social media has lots of users and offers generate a standard xml feed and post it to several sites plenty of opportunity for companies. Because social media through a subscription. Then, post the listings to your face- is easy to access, the tools for social media are easy and book and twitter account. intuitive enough for the common person to use. Even if you don’t use social media now, there’s no reason not to 0 XML feeds jump in! We went further in the integration of our yachting solu- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 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 15
  • 16. AZIMUT 46, 1997 199.000 € Nautic Avenue France (+33) ((0)9) 54 22 80 56 Visit www.azimut-yachtclub.com for full details - Web id: 1
  • 17. AZIMUT 46, 1997, Provence Côte d’Azur France, 199.000 € Specs: LOA:13 metres - CATERPILLAR 435hp - Diesel
  • 18. SOCIAL NETWORKS Yachting & Social Common Mistakes companies Make With Strategy: Some of the most common mistakes companies make with so- cial media revolve around Networks Strategy making decisions that While it’s useful to get into the details and tactics of social aren’t consistent with hav- ing good business sense. media, a solid marketing strategy should work no matter the Because social media tools medium. The smartest companies will focus on strategy because are free, some companies in the world of Web 2.0, the tools are constantly changing. 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- egy Because 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 AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 a well-thought out market- ing strategy plan. utmost importance. Furthermore, because they can sell anything. Social media may 0 Perfecting a social it takes time to build social media accounts, seem free, but the hidden time costs to media strategy every minute you waste by not being there build relationships Social media is not a Even though a social me- is followers you could be losing. quick way to make more sales; in fact, so- dia strategy is important, cial media actually adds cycle time to the don’t wait for the strategy 0 Gathering followers rather sales process. Just like any other process, a to set up your company’s than building a network company must consider how much of its accounts. Reserving your There are no shortcuts in social media, and resources to invest. company’s name on various the bottom line is companies have to build social media sites is of the relationships with their customers before 18
  • 19. Every social media user has a very clear idea of what tures pertaining to your business activity. “ 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 0 Facebook On Facebook for example, the new graph API allows to post update statuses about listings, upload images in albums , post social media sends its own message to consumers.” events in calendar.. As well, you can use the facebook user authentication to login into 0 Putting all eggs in one basket your site and read or contribute to your It’s exciting to see extraordinary results on content. The advantage is that you can at one form of social media, and tempting to the same time know more about this per- invest all your resources into what’s work- son and propose a subscription to your ing. Try to resist. With the speed at which newsletter. When he connects to your site technology changes, social media is start- with his facebook’s user id , you will be able ing to look similar to the fashion cycle: one then to send messages directly through day you’re in, the next day you’re out. Tools the facebook graph API. It will allow you to fall in and out of fashion all the time keep this user informed about your com- – remember Friendster, and more recently, pany activities automatically through your AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 MySpace? Companies that build a large eq- website. It provides an extra level of pos- uity on one tool will find themselves with sibilities since you no longer need a user nothing if the tool loses popularity. to subscribe to your newsletter. While you manage your own facebook groups , you While having a social network presence can post automatically news to the groups through Facebook, Twitter and other social and invite all new friends automatically to networks proves mandatory nowadays, a join the groups through the APIs. new concept tested by our yachting solu- tions is to benefit from Facebook groups 0 Friends and Followers and social activity by bringing back “friends By inviting your “friends and followers” to and followers“ to the company’s website in visit and connect to your site using their order to propose targeted services and fea- 19
  • 20. SOCIAL NETWORKS 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 on a regular basis for example a new yacht tional tone and respond to other partici- given to them as well as listing or price reduction offer, you keep the pants in the conversation. Automated ac- getting their feedback on flow going. counts or accounts that are updated with a specific polls or through a stream of links do not produce results. comment system. 0 Common Mistakes Companies You can inform your Make With Messaging 0 Controlling the message groups, friends and follow- Every social media user has a very clear Social media is not about controlling a mes- ers that the newsletters idea of what social media means to them, sage. In fact, the very nature of social media generated every month is and how they want to be approached by is such that no one person or organization available on your website. companies on social media. Most com- can control the message. Because social The important point in panies don’t realize that the way they ap- media is a medium to share information this social network integra- proach social media sends its own message through a network, companies must re- tion with your website is to consumers. Here are some of the most alize that once they put the message out AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 to keep the channels open common mistakes companies make with there, they have no control anymore. Users and regularly communicate messaging: can choose to edit the message, inject their to provide new information own opinions into the message, share the and news. 0 Creating impersonal accounts message, or ignore the message. Further- Readers will be more Users don’t follow companies; they follow more, companies can’t even control where likely to visit your site on engaging people who work at companies. the message starts: a user can also create a regular basis if they get Unless the tool is meant specifically for a message about a company without hav- weekly news from your site. companies to use (i.e.: Facebook fan pages), ing any affiliation to them. Because of the This could be fastidious if every account should be an actual person nature of social media, companies that try you had to do it manually , who has a name and a title that clearly sig- to control the message will have difficulty but by creating automated nifies him or her as a face of the company. reaping any of the benefits of the medium. tasks to post automatically This person should write with a conversa- 20
  • 21. There are so many ways to use social media to communicate draw the line with abusing permission? Un- “ with the customer, and as social media goes mainstream fortunately, this question is similar to asking companies are finding new ways every day. All of these where comedians draw the line with poten- purposes for communication fall into three main tially offensive jokes. The truth is that different users have different levels of tolerance. Just like functions: public relations and marketing, sales, and a comedian might experiment with messaging customer services.” based on the feedback he or she is receiving from the audience, your company must experi- 0 Not controlling the message ment with the right level of communication, erring on the While companies should be careful about trying to exer- side of unobtrusive. cise too much control over the message, there is also the opposite end of the spectrum to avoid. Companies often 0 Strategy definition cite “control over message” as a reason not to participate in The framework for developing a social media strategy social media, but the truth is that companies have lost con- consists of three potential functions: public relations and trol of the message whether they participate or not. This is marketing, sales, and customer services. Social media can because, as mentioned earlier, users can create a message be used to further goals within just one of these three and drive the conversation surrounding that message. functions, two these functions, or a company could use So how can companies exercise some control over a social media to satisfy the needs of all three of these func- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 message and still reap the benefits of social media (rapid tions. These three functions feed each other in a cycle, and diffusion of information through people sharing messages companies can create a fairly comprehensive social media with their networks)? The answer is that companies need to strategy by taking each into consideration. participate in the conversation. Responding to complaints and stressing the benefits and what the company does 0 Find your audience well; these are all ways for companies to control the end- Very few social media tools will work for every company; consumer’s perception of its services. however, if your company is just starting out with social media, you can find plenty of people by sticking to the big- 0 Abusing permission gest social media sites. Generally, the strategy for finding an Abusing permission is a fast way for companies to lose audience is looking for groups of people with similar inter- credibility, damage relationships, and generally make a ests to keywords that make sense for your company. bad name for themselves in social media. So where do you 21
  • 22. SHOWS 09 16 07 21 AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 7 Cannes 9 Tampa 16 Southampton 21 Monaco September 7 - 12 September 9 - 11 September 16 - 25 September 21 - 24 22
  • 23. SHOWS Boat Shows September 2011 Cannes International Boat & Yacht Show Europe’s leading in-water exhibition, the Festival de la Plaisance de Cannes is a unique venue offering showgoers the opportunity to preview the finest jewels of the sea. September 7 - 12, 2011 Monaco Yacht Southampton Show Boat Show The Monaco Yacht Show presents the The UK’s leading outdoor Boat Show greatest showcase of luxury yachting provides authentic experiences both in the world. A high-end show guar- on and off the water for a fun-filled 46th Tampa AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 anteed by the meticulous selection day out for boaters, trade and the of the exhibitors. September 21 - 24, 2011 whole family. September 16 - 25, 2011 Boat Show Expanded in-water display will show- case nearly three dozen best-in-class vessels, ranging in size from 40 to 97 feet! September 9 - 11, 2011 23
  • 24. AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 24
  • 25. WORLD NEWS AZIMUT yacht club www.azimut-yachtclub.com Yacht Brokerage Yacht Charter AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 25
  • 26. AZIMUT YACHT CLUB Index EDITOR’S LETTER MOTOR YACHTS BROKERAGE AZIMUT 68 S, 2005, 830.000 € 27 AZIMUT AZIMUT 105, 2008, 5.000.000 € 28 AZIMUT AZIMUT 46, 1997, 199.000 € 29 AZIMUT 55 E, 2008, 790.000 € 30 AZIMUT 68E, 2008, 1.490.000 € 31 AZIMUT 68S, 2007, 1.200.000 € 32 AZIMUT LEonArdo 98 E, 2007, 4.400.000 € 33 AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 26
  • 27. BROKERAGE A Z I M U T 68 S , 2 0 0 5 , 8 3 0 . 0 0 0  € Poole, DOR, United Kingdom AZIMUT 68 S, 2005, Marbella, Spain, 830.000 € Azimut 68 S (2005 model) with twin diesel MTU (1320hp) engines. This is a great example of one of the most popular open style family cruisers on the market. She is fully equipped and has been professionally maintained from new. The Azimut 68 S offers fantastic accom- modation with great volume. Highly recommended and must be seen. Motivated owner. - Specs: LOA:20 metres Beam:5 metres Draft:1 metres - MTU 1320hp - Diesel Web id: 12 - Price: 830.000 € Tax Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Carine Yachts Andrew Noble United Kingdom (+44) (01202) 901-721 Visit www.azimut-yachtclub.com for full details - Web id: 12 27
  • 28. BROKERAGE A Z I M U T 105 , 2 0 0 8 , 5 . 0 0 0 . 0 0 0  € Nice, PR, France AZIMUT Azimut 105, 2008, Barcelona, Spain, 5.000.000 € - Specs: LOA:105 feet Beam:21 feet Draft:1 metres - MTU 2216hp - Diesel Web id: 7 - Price: 5.000.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 7 28
  • 29. BROKERAGE A Z I M U T 46 , 1 9 9 7 , 1 9 9 . 0 0 0  € Fréjus, PR, France AZIMUT Azimut 46, 1997, Provence Côte d'Azur France, 199.000 € - Specs: LOA:13 metres - CATERPILLAR 435hp - Diesel Web id: 1 - Price: 199.000 € Tax Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Nautic Avenue France (+33) ((0)9) 54 22 80 56 Visit www.azimut-yachtclub.com for full details - Web id: 1 29
  • 30. BROKERAGE A Z I M U T 55 E , 2 0 0 8 , 7 9 0 . 0 0 0  € Golfe Juan, PR, France AZIMUT Azimut 55 E, 2008, Golfe Juan, Provence Côte d'Azur France, 790.000 € Azimut 55 year 2008 in im- maculate condition. 3 cabins / 3 bathrooms version. Extremely well looked after boat, constantly upgraded, professionally maintained, fully serviced and ready to go. - Specs: - N/A - Diesel Web id: 4 - Price: 790.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 4 30
  • 31. BROKERAGE A Z I M U T 68 E , 2 0 0 8 , 1 . 4 9 0 . 0 0 0  € Cannes, PR, France AZIMUT Azimut 68E, 2008, Cannes, Provence Côte d'Azur France, 1.490.000 € This Azimut 68 Evo built in 2008 is in pristine condition: only 1 owner, permanent crew of 2, managed professionally... this yacht is ready to go! She is very well equipped up to charter standards and offers all the safety equipment demand- ed by RINAVE Commercial Class. The owner who has not been able to use her as much as desired is a keen seller. - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel Web id: 8 - Price: 1.490.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 8 31
  • 32. BROKERAGE A Z I M U T 68 S , 2 0 0 7 , 1 . 2 0 0 . 0 0 0  € Mandelieu-La-Napoule, PR, France AZIMUT Azimut 68S, 2007, Mandelieu-La-Napoule, Provence Côte d'Azur France, 1.200.000  € - Specs: LOA:69 feet Beam:16 feet Draft:5 feet - MAN 1360hp - Diesel Web id: 6 - Price: 1.200.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 6 32
  • 33. BROKERAGE A Z I M U T L E O N A R D O 9 8 E , 2 0 0 7 , 4 . 4 0 0 . 0 0 0  € Cannes, PR, France AZIMUT Leonardo 98 E, 2007, Cannes, Provence Côte d'Azur France, 4.400.000 € One of the rare Azimut 98 Evolution offered on the market for sale, MY Leonardo is commercially registered, fully equipped for charter and ready to go! The owner is a keen seller and we urge you to bring offers. - Specs: LOA:100 feet Beam:22 feet Draft:6 feet - MTU 2200hp - Diesel Web id: 5 - Price: 4.400.000 € Tax Not Paid AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Yacht Show Room Brokerage Nicolas Valin France (+33) (977) 197- 205 Visit www.azimut-yachtclub.com for full details - Web id: 5 33
  • 34. AZIMUT YACHT CLUB Index EDITOR’S LETTER MOTOR YACHTS CHARTER AZIMUT 68S 2007 - AnoLhA 35 AZIMUT 86S 2007 - ChIMErA 36 AZIMUT 103 SL 2007 - ThE SULTAn’S WAy 007 37 AZIMUT 103SL 2008 - GoGAMIGoGA 38 AZIMUT 105 2008 - LAUrA 1 39 AZIMUT 50 2005 - PrETTy WoMAn 40 AZIMUT 85 2008 - 4FUn 41 AZIMUT 98 2007 - My LEonArdo 42 AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 34
  • 35. CHARTER CHARTER AZIMUT 68S 2007 - ANOLHA La Rague, France AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Anolha is a brand new azimut 68s from the open line. Based in port la rague (close to cannes, france), she will take you to the most remote or exclusive places of the riviera in total comfort and speed! anolha is very well equipped and features a unique and sleek style, a very large salon open on the out- side deck and 2 spacious cabins. The twin cabin will accommodate the stewardess. Matthew connor, captain of anolha will be your guide to the riviera; our stewardess will be delighted to prepare your breakfasts, light lunches and make sure you feel at ease at all times. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 35
  • 36. CHARTER AZIMUT 86S 2007 - CHIMERA Olbia, Italy AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 This azimut 86 s from the open line is perfectly equipped for charter in the mediterranean and - thanks to her sliding roof top - offers great deck space and comfort at anchor. She is also a very fast and silent yacht featuring 2 arneson surface drives. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 36
  • 37. CHARTER AZIMUT 103 SL 2007 - THE SULTAN’S WAY 007 Malw, Maldives Sleek lines and vast spaces, elegant interiors full of light, formidable performance: the new open Azi- AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 mut 103, flagship of the s range, is a masterpiece of sporting design, sophistication and technology. For the first time in the history of maldives tourism, it is now possible to charter a locally based crewed yacht to explore the maldives in style. The delightful Maldivian crew will introduce your guests to the best sights, locally inhabited islands, luxury resorts or pristine reefs for underwater exploration. Guests have a choice of venue for meals on board or perhaps a beach BBQ on the edge of a reef or sand bank. the choices are many and the maldives offer a wealth of beauty and special culture.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 37
  • 38. CHARTER AZIMUT 103SL 2008 - GOGAMIGOGA Varazze, Italy Azimut has now set important new standards in the design of open boats with its 103s, a prestigious AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 sports yacht where the focus is on freedom. You can enjoy the lounge and cockpit as one single large open space. There is also freedom to enjoy the stunning beauty of the latest styling with the reliability and performance created from the best azimut innovation and technological research.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 38
  • 39. CHARTER AZIMUT 105 2008 - LAURA 1 Rome, Italy Large azimut flybridges. The 105 is a two and half deck megayacht over 32.808 yards long, with a sleek, AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 exuberant design and luxury interiors. Neoyachting is very pleased to introduce you to our brand new azimut 105. Delivered in may 2008, her prime location in genoa will allow you to discover the best of italy and the french riviera: portofino and the liguria coast, corsica and sardinia, st tropez, monaco and the french riviera.. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 39
  • 40. CHARTER AZIMUT 50 2005 - PRETTY WOMAN Juan Les Pins, France Pretty woman is an azimut 50, one of the most popular yacht in the flybridge range. Pretty woman AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 is ideally located in the private harbor of port galice in juan-les-pins, close from the vibrating city of cannes. Mark tremlin, captain of pretty woman will be your guide to the french riviera and will be delighted to prepare your breakfasts, recommend the good restaurants and make sure you feel at ease at all times!. Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 40
  • 41. CHARTER AZIMUT 85 2008 - 4FUN Nice, France Discover the new yachting class…the charter club is very pleased to introduce you to our spectacular AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 azimut 85 fly.delivered in may 2008, her prime location in Nice (French Riviera) will allow you to discover the best of italy andfrance: portofino and the liguria coast, Corsica and Sardinia, St Tropez, Monaco and beyond. The incredible volume on this yacht will make you feel on a 100-foot yacht. My 4fun features stabilization at anchor, a deck jacuzzi and 4 cabins among which 3 with double beds... Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 41
  • 42. CHARTER AZIMUT 98 2007 - MY LEONARDO Propriano, Corsica, France MY Leonardo is one of our most successful yacht thanks to the incredible design and features of this AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Leonardo by Azimut, but especially thanks to an incredible crew driven by Gwenael Bouillé. note: Leonardo features 4 among which 3 cabins with double beds... Neoyachting 14 quai Papacino, 06300 Nice, France Telephone: +33 489 039 464 Fax: +33 492 004 959 www.neoyachting.com 42
  • 44. MARKETING OLIVIER BAELDE by Editor Luxury Yacht charter marketing and social media marketing 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. G iven the increasing reach of social networks, database or CRM system as a backup. To increase luxury it represents an amazingly large audience for yachts occupation rate, a dedicated mini site coupled your website content. Even when you’re creat- with an online brochure and linked to social networks ac- ing content outside of a social network on your own site, counts makes wonders in terms of clearly presenting the you should strive to encourage sharing. Cross-promoting yacht features and amenities. Direct contact and reserva- content and driving traffic from your website to your tion forms will enable the clients to get in touch with a social networks accounts (and vice versa) is an important dedicated account manager able to present and add his part of a smart inbound marketing strategy. personal touch in terms of services. H S owever, when marketing luxury yacht offered for imply placing a luxury yacht in a central listing sys- charter, directing potential clients back to your tem does not offer the same level of service to the AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 site should be preferred. It will give your company client who may get a different reservation agent ev- the opportunity to present your serivces and yachts in a erytime. Bringing personal service to clients will achieve more formal setting. a lot in terms of customer retention. As well, a dedicated site and brochure to market a luxury yacht will avoid be- A s well, your site will provide direct means of ing “lost in the crowd” among the 50 other yachts in the contacts either through phone numbers or an central listing fleet. inquiry form. The inquiries and contacts informa- Y tion are the key to increase your customer base. You need ou can manage rates and locations offered while to make sure that you will receive all inquiries without getting over time a mailing list of clients and inter- failure or risk of interception by a third party company. A ested persons who contacted your company about well structured inquiry system will send a notification the yacht. It will allow you to build marketing campaigns to the reservation agents and save all inquiries in the and send newsletters with added knowledge of your 44
  • 45. 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. P roviding 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 C customers requirements. Building a lients chartering luxury yachts of a company. You must direct relationship with past clients are used to a high level of per- by offering an online feedback form sonal service and will be more ask and answer the after the charter period will increase tempted to go with a more personal appropriate and relevant the level of understanding questions to develop the and needs requested by your clients. Furthermore, a dedi- right campaign: What cated website with a reserva- social sites are your tion system for a luxury yacht target market currently will alllow you to improve using? How much time is the “differentation factor”. needed to consistently AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 While most central agency listings will provide a single interact with your social page of information about a community? yacht with a few pictures, a dedicated site will allow you to include videos and image galleries of the yacht. Y ou will be as well able to pres- approach and contacts rather than ent the crew in a more interac- searching through a full list of yachts tive way. in order to compare all features or amenities. When providing charter 45
  • 46. SOLUTIONS Yacht Brokerage Solution 360 architecture to reach your clients everywhere The mobile access is T he Yacht Brokerage Solu- tegrated with 15 social networks “ becoming more and more the first mode of access to information tions for joomla was de- signed to answer the needs of yacht brokerage or dealership com- panies. It provides extensive features through APIs and generates high quality yacht PDF brochures and monthly magazines. AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 and content. We could not found in the competition. We took great care of integrating our solutions with more than 15 social not ignore this fact The Yacht Brokerage solution includes networks APIs in order to automati- in the roadmap and lead request management to store all cally distribute the listings informa- development strategy of yacht requests. As well different re- tion to your social networks accounts quest forms for financing, insurance, without extra work on your side. Now- our solutions.” storage, transport, survey store all re- adays, publishing yacht listings on quests in tables accesssible through your web site is not enough to reach maintenance screens in the adminis- potential buyers. tration panel. A good marketing strategy is to reach propects where they are most likely The Yacht Brokerage solution is in- to be. 46
  • 47. Scheduled for the end During the summer 2011, ThE appS will close “ of the year 2011, Our yachting solutions will include an iphone “ we will be prototyping the iphone and ipad apps, The development “ the circle of our 360 architecture where you will be able to app and an ipad app will be conducted reach your potential in order to reach during the last clients through all your potential clients quarter of 2011 with a available channels: wherever they are.” scheduled release date oNLINE,oFFLINE,MOBILE.” of december 2011.” E xtensive and powerful fea- requests while keeping an history. tures are included in the Yacht Administration: Front-End and Back Broker Contacts Brokerage solution for joomla: end administration. Allows multiple Brokers, Brokerage companies have Detailed yacht listings maintenance brokers managing their listings in an extended set of fields in order to screens, High quality PDFs genera- the front end. enter all their contact information. tion, Social networks posting, RSS Offices location and contacts man- and XML feeds syndication, Web Listings Management agement is included for brokerage Services synchronization, CRM area. Pre-loaded templates for Sailboats, companies with several locations. Power Yachts. Fields and tabs can The Yacht Brokerage solution allows be published or unpublished from Lead Management a yacht broker/dealer company to the backend. Flexible layout. Different Online forms allow site manage and promote online an in- visitors to request more informa- ventory of new and used boats. Validations Tables tion, a yacht visit, financing... All the AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011 Over 110 validations pre-loaded: requests are saved in tables. email The Yacht Brokerage solution al- yacht make , engine make, elec- notifications are sent to brokers and ready includes custom templates tronic, electrical.... offering a turn- broker can process the request ac- for motor yachts and sailboats. key solution. cordingly. The Yacht Brokerage solution allows Sales Cycle Forms Builder to present professionally the inven- Built-in Sales cycle allowing to All Online forms are linked to a tory while giving a very quick ad categorizes the yachts : for sale/ data dictionary allowing to add or easy management interface to the contract pending/sold. Sales cycle change fields for a specific forms. brokers and dealers. A lead man- steps can be modifiedbased on the agement area gives the opportuni- company’s process. Bulk Images Upload ty to brokers to manage quickly the Images are uploaded through a 47