There are a lot of nuances and intricate details yacht marketers need to take into account when working on their next marketing campaign for a specific yacht, from the vessel type and the target audience to the language and visual style used across all marketing and sales collateral. For example, it would be quite foolish to think that you can market a whooping 100-meter megayacht the same way you would market a cabin cruiser available for charter.
In this blog post, we cover the four major areas that every professional working in the yachting industry should consider if he or she wants to successfully market any type of vessel, be it a superyacht, a megayacht, or a sailboat. Of course, there are even more complex details and factors that play a huge role in the success of your luxury yacht marketing campaigns, but the four components we talk about below are by far the most important ones in the sense that they should serve as your basis for all of your future marketing and sales activities.
The very first thing you should determine is the market positioning of a yacht. While it might be one of the most obvious and easiest things to figure out, it is also highly important, as it will affect all the following areas, from your yacht’s target clients to the suitable media mix, all the way to the type of promotional tactics and materials you can use. If you want to create a highly-targeted and impactful campaign that makes your yacht stand out among other boats in the market, you should take a very close look at all her features and characteristics before developing your content and strategy.
What kind of yacht is she (monohull vs multihull, powerboat vs sailboat, etc.)? What is her primary purpose? Was she designed for a nice and comfortable cruising experience in the Mediterranean? Or maybe she was built to explore the vast and harsh environment of Antarctica? How many people can she sleep? What are the on-board entertainment options? Is she kids-friendly? Is this yacht a good choice for first-timers, or was she made with experienced sailors in mind? Finally, what is the price range?
By answering all these questions, you should get a better understanding of what kind of buyer would be interested in this particular yacht, what kind of materials you should produce, and which media sources will help you increase the yacht’s visibility to showcase her features in all her glory, and lead eventually to a successful sale.
The Yacht Buyer
At this point you should already know, at least to a certain degree, who would be interested in purchasing your yacht. Now we need to define even further what kind of affluent buyers exactly you are trying to reach, where these people hang out online (and offline), and how you can grab their attention effectively. You can dive very deep into things like demographics (age, gender education, income etc.), psychographics (lifestyle, opinions, attitudes, interests), and behavioral patterns to create a comprehensive and detailed buyer profile for a each specific type of yacht you want to sell. If you need to market a luxury yacht for charter instead of sale, the questions you should answer will be slightly different, but again, the principle at its core stays the same. Here are some of the most basic points to help you efficiently target and reach your yacht’s potential buyers.
Their Wealth Tier
Depending on the type (megayacht vs cabin cruiser, for example) and the price range of the yacht, you can assume what kind of wealth tier your potential buyers would belong to. And then, based on the wealth tier, you can determine what kind of marketing channels and media sources would make the most sense to reach these affluent yachting aficionados, what kind of language and visual style would appeal to them the most and so on.
Their Purchase Trigger
A simple question – why should they buy your yacht and not another one? For example, if you have a beautiful, hand-crafted luxury sailboat, there is a high chance that a person looking to buy a sailing yacht like yours is interested in all things related to sailing. Maybe this person is extremely eco-conscious and prefers sailboats because unlike motor yachts, they are much more eco-friendly.
Their Online Behavior And Preferences
It would be foolish of anyone to assume that high-net-worth and ultra high-net-worth individuals are not spending ANY time on social media or online in general. They might have different online behaviors, different preferences for online publications, social platforms, and so on, but you can definitely reach these people with the right media mix and a highly-targeted message.
The Right Media Mix
Yachts, be in sailing yachts, powerboats, super or megayachts, are highly inspirational. This means that a lot of people want to have that fancy yacht cruising experience somewhere in the Caribbean, but very few can afford it, especially if we are talking about owning a yacht vs booking a yacht charter vacation. So keep this in mind when choosing your media mix or deciding to put all your money and effort into a specific channel. An easy example here would be social media, especially Instagram and other highly visual platforms. While it is an important medium, it is by far not the best one if you need to get warm qualified leads or direct requests for a yacht sales or charter.
If you’ve done a good job at identifying your potential clients, you should know by now what kind of media they consume, what kind of communication they expect from brands, and how you can reach them. There are a lot of different ways to reach your ideal buyer, from strategically placed advertorials in niche magazines dedicated to a particular yacht type, for example, to influencer marketing, especially in the case of yacht charter vacations. Our advice is that before you commit to any of these things, no matter which one you decide to go with, make sure to check out one of our podcast episodes on vetting media publishers and influencers for your next marketing campaign.
The last, but not the least, is the “creative” side of your yacht marketing campaign. By this we mean not only the copywriting for your yacht description and your professionally taken website images, but your marketing and sales communication as a whole. All the points that we talked about above should be reflected in the language that is used for your copywriting, the type of landing page that you use to convert visitors into leads, the questions you ask in a contact form, the style of your email automation templates that you use to communicate brand values and so on. All the way to your top-of-the-funnel ad copy, videos and even the direct mail gifts that you send to your potential high-net-worth buyers to charm and lure them to your boat showings. If you subscribe to your newsletter or contact us on our website we can help you figure all the different parts of a well-oiled digital yacht marketing funnel.
By now, you should have a pretty clear understanding of who the ideal buyer for the particular yacht you want to sell or charter is, and where and how you can reach and, more importantly, grab their attention. If you feel like you need professional help navigating the world of modern luxury marketing and perfecting your current digital yacht marketing strategy, book a call with us now by filling out our request form.