The Yacht Charter Business Plan – Now Available for Download –

Planning to buy a yacht to start yacht/boat charter business can be very tricky. There is hardly a one-size-fits-all solution. For this reason we have created a Guide on how to choose your boat (Read this article) and if you want to crunch the numbers to charter your boat/s throughout the year we have developed a customisable Yacht Charter business plan [See Below] template on Excel (Click here to go to the product) which you can download and customise.

You could be choosing the yacht charter business as a lifestyle business or retirement plan or you maybe  you are planning to launch a new concept with innovative features to bring a breath of fresh air to the industry in any case we are here to help and always happy to hear from entrepreneurs and yachting enthousiasts.

Even with a fully developed excel model you can find it tricky to make it work, thus, we have decided to include in the price of the Yacht Charter Business Plan Template, a 30-minute consultation so that we can help you get started or check your plan once you have filled it in with your data. Once you purchased the Yacht Charter Business plan package that includes the consultation [See product description below] we will get in touch with you within 24hr from your purchase to make sure the consultation is on schedule at your most convenient time.

  • Yacht Charter business plan

    Yacht Charter Business Plan – Ms Excel Template + Consulting Session

    £198.30
  • Yacht Charter business plan

    Yacht Charter Business Plan – MS Excel Template – FILE ONLY

    £47.80

Every area of the world is different and every boat has its own requirements, so among the many things we can check for you is the value of the vessel you have put your eyes on, your expectation as to how many weeks of charter you can expect to sell, the maintenance costs in the area you are planning to keep and/or operate the vessel, your crew costs and many other elements that can make your operations and business successful or not.]

Furthermore, we will point you in the right direction in terms of marketing tools, platforms that you can use to advertise your charter offering and tips on how to create a unique experience and stand out from all other boats offered in your area/s of choice. We will also be able to let you have discounted offer on marketing and advertising product that will enable you to get the word out fast.

Don’t miss the opportunity to have our experienced team check your business plan and advise you on a 1-1 basis on the best way to proceed, choose your boat, manage the vessel, and market your charter business efficiently.  A lot of yacht charter industry leaders have already used our services and have reached great results.

If instead you have quite a bit of experience in business planning and you feel you don’t need our support just now you can download our Yacht charter business plan Excel File-only version and get started. You can always get in touch with us later on in case you would like our help in one or more aspects of your yacht charter business.

 

Why is page load time so important for your website?

In the industry of boats and especially when we are looking at the leisure boating industry pictures/images play an incredibly important role in making a website successful. Getting a prospective client to fill in a form and enquire for more info is the name of the game. Ultimately, it is about motivating people enough to make that first move on your websites. Have you ever heard the sentence ‘an image speaks more than 1000 words’  well that is very much the case with all sorts of communication but when it comes to luxury items it’s exponentially true. Not to mention that in these times we live in a lot of the content (images, text, videos) are consumed on-the-go on mobile devices.

 

Some of you may think we are stating the obvious; good images = better communication however, on the web ‘good’ images can come at a ‘high price’ which means a lot of KB or even MB (kilobytes or Megabytes of data) to load on each page when a web visitor is browsing your website. The key phrase here is PAGE LOAD SPEED. 

Why is load time so important ? Because it directly effects your conversion rate

Converstion Rate VS Load TIme

Did you ever use Google Page Speed Insight, or the Pingdom Speed Test to check on the load speed of your website. Well if you haven’t already these are free tools and you should have them at your fingertips and weekly check the performance of your website. You can rest assured that your prospective customers are NOT going to wait for your website to load if it is slower than they are used to.  In the Image below you can see that the speed test has some main indicators:

  1. The load time

  2. The Page Size in Megabytes
  3. The number of requests
  4. The location the website is tested from


Among these 4 points the only one that isn’t not self explanatory is number 3: The number of requests.

The number of requests (a.k.a.: number of Calls ) is the total number of request that a browser used by your website visitor ‘asks’ your server to load in order to put together the full page and display it. Think of it (metaphorically) as the number of pieces of a puzzle that you need to display the whole home page for your web visitors.

In the image below you can see the number of calls sorted by load time.

RC Calls Pingdom Speed Test

The load speed ultimately is the total time it takes to deliver ‘answers’ to these requests/calls (in our case 89 requests or pieces of the puzzle to get back to our metaphor)

Now what you want to know is essentially how do I get my website to perform better in terms of load time (say under 2-3 Secs and ideally in the region of 1.5sec or lower)

We can guarantee that you traffic will increase and your leads will increase as a consequence as soon as you website is speed-optimised.

These are some key things you can do

  1. Most important is your hosting server (the place where your website lives):
    1. HOSTING: We  highly recommend SiteGround but you can try many other services and see which fits you best. The reasons why we love SiteGround   are numerous and quite technical so we won’t go into too much details, however, it is incredibly simple to migrate a website to them because the will assist you step-by-step and their customer support and speed is second to none especially if you are using wordpress. If your website is of the size of Netflix or YachtWorld.com you will probably need AWS (Amazon Web Server) but chances are you will be already on AWS  paying 20-30 times what Siteground would charge you.
  2. Make sure you images are of reasonable size, you don’t really need anything above 150kb. You can use an image optimiser that is compatible with your CMS and if you are using wordpress you find a lot of them
  3. Make sure to minify or inline the CSS, and eliminate render-blocking JavaScript
  4. Lastly, you can use a CDN (Content Delivery Network) such as CloudFlare to make sure your website display from the closest server possible to your web visitor

If you need help migrating your website or optimise your conversion don’t hesitate to contact us

What price should I pay for the boat I want?

A yacht or a boat valuation is no ordinary process and it can hardly be compared to other vehicles  like cars or even planes simply because most boats are built in very small series or one-off and even those that do have a production line are hardly identical to one another. (exception made for some personal watercraft and a very few more modern brands).

A lot of vessels, often some of the most beautiful you will ever see, have only been built once and never replicated therefore it is hard to compare them to another similar vessel.

The way we approach valuations is essentially a combination of a technical valuation of the vessel and its status together with a market valuation based on some comparable boats from comparable [or the same] designer/shipayard. However, in this [apparently] simple equation there is one element we take into account very seriously and that is that the yacht market is relatively illiquid [not easily convertible into cash] at least in several size segments, therefore, the rarity of buyers gives them the opportunity to have an advantage on the price. On the other hand, it can be counter argued that those who buy boats, especially above the 50 feet segment, are generally not desperate for cash, and therefore can afford to play hardball on their sale price.

One more element that is to consider in terms of liquidity of the market is the very geographical area the vessel is located. For example areas such as the South of Florida in the U.S. are far more liquid markets than the UK, therefore you will often see faster transaction and less tiring negotiations than in other parts of the world.

This is not to say that you can’t get lucky and acquire a vessel for a significantly lower price that what a technical valuation would suggest. Our history is full of clients acquiring their vessel at 30-40 or even 70% their value however, these are often complex situations such as bankruptcies or even divorces at times and need to be handled with care. Indeed, it is not uncommon to find an owner who might not even know [maybe because he/she inherited the vessel] that the vessel actually comes with a £40,000 unpaid bill from the marina where the vessel was moored in the last 2 years.

Helping people acquire their favourite boat or their ideal charter vessel is something we have always been passionate about, therefore, we are in the process of building a free Yacht Valuation Form to help you acquire your next boat at the right price.

Increasing Conversion Rate From web visitor to prospective customer – relationship building in yachting websites

Increasing the conversion rate on a yacht related website is not a one size-fits-all job. The truth to be told is that the yachting industry is still strongly based on relationship building. Not many people really buy a boat online (over 20 feet) and even those companies who are very experienced in selling yacht charters like BoatBooking.com don’t believe that yacht charter holidays can be sold online with no human-to-human interaction on a 1-1 basis just yet.

Therefore,  it is crucial to increase and optimise conversion rate. Conversion rate is the measure of how many website visitors become leads and then again how many leads become customers. It is a numbers game but also a game based on relationship building.

Fortunately, technology is much better and more affordable than it was even only 10 years ago. There are plenty of tools that are aimed at improving and increasing the interaction between website visitors and the business behind the website.

One tool which has given us a lot of satisfaction with a number of clients including the one mentioned previously is the live chat tool .

Increasing conversion rate

The reason is fairly simple. It allows people to talk to the business behind the website they are visiting and ask them all sorts of questions. While it sometimes can be a huge waste of time on high traffic websites it is incredibly useful for websites who do not have traffic numbers in the tens of thousand every day. Furthermore, every conversation (chat) can be useful to understand how the business can improve its website and provide information (maybe as FAQs) that are get repeatedly asked in a number of chats.

On the other hand if you are an experienced yacht broker for example you will have immediately a sense for who you are speaking to (chatting) by the question one asks.

In one case of one clients the mere customisation of the live chat we did for them brought their conversion rate up by 4% in less than 30 days. The reason behind it was that real prospective customers who wanted to charter yachts could immediately understand from the chats that they were talking to real experienced brokers instead of a contact center in a developing country, that instilled the much needed confidence the HNWI web visitor requires to leave their contact info and follow-up with a the broker.

There are many tools we have tried and tested and a lot of them implied the operator (chat operator that is) to sit at his desktop/laptop with the backend of the website open waiting for chats to happen. This practice is of course not sustainable for the size of the teams of many companies in the yachting industry so we kept on searching for a better tool. In the end the one which we decided it is the best value for money and the most user-friendly for nontechnical users is from a company called LiveChat Inc.

They offer several features for advanced customisation of every greeting in every page and also based on the language of the user (yes the tools ‘knows it’ before hand based on where the web visitor is typing from).

LiveChat visitors
Lastly, the tool has a wonderfully designed mobile app which means that you can manage your chats just like you would manage text or WhatsApp conversations from your phone. It doesn’t hurt that they offer a free trial period so you can test it and decide whether it is for you or not.

The integration with your website is quite easy if your website is in WordPress, there is a dedicated plug-in for it. However if you need help contact our digital team 

If you want to try to implement the Livechat on your business website go ahead and use this link  and let us know what are your first impressions in the comments if you like.

We liked the results we were able to achieve with our clients through the LiveChat tool that we decided to become their partner and help other companies achieve those results too

Live Chat Software

How To set-up a successful yacht charter company

Yes! After many years we have finally given up to the dozens of requests we have received to build a comprehensive guide on How To set-up a successful yacht charter company and build your own charter business. Today, much more than 10 years ago, We are confident we can deliver a lot more value as the business of yacht charter is not only based on the experience on boats but also on how efficient and effective you are at winning new clients.

We are going to look at the business of yacht charter from the perspective of those who actually want to buy and manage a vessel and charter it . The mere yacht brokerage firm is a much simpler business model which are going to describe in details later on in the guide.

Whether you are approaching Yacht charter as a retirement plan and you are looking for an activity that is somewhat fun and offsets the cost of running your boat during your trip around the world or you are thinking of yacht charter as a business to grow and profit from we will try to cover all of the topics that we believe are appropriate:

If you don’t need our guide but you are ready to build a business plan save yourself days of work or expensive consulting fees to begin with and order our Yacht Charter Business Plan Template developed with Ms Excel from which you can easily build your plan. 

Order your Yacht Charter Business Plan and get a 30-min consultation included 

Here it is a preliminary list of elements we are going to discuss:

  1. Finding the right boat/yacht
  2. Can I run a yacht charter business solo ?
  3. Motor vs sail, and monohull vs multihulls (catamarans)
  4. Contracts and service standards
  5. Geographic areas and extended charter seasons
  6. Crew, skippers, and flags/registrations
  7. Marketing common mistakes
  8. Itineraries
  9. Onboard equipments and amenities
  10. Bareboat vs Crewed + Bareboat with skippers
  11. Web Platform to market your boat
  12. Brokers, Central Agents, and how much you should give them
  13. Foreign Flags and U.S. waters
  14. Drugs onboard, international waters, capitan’s liability vs company liabilities
  15. Payment terms and methods
  16. Internet marketing DOs and Don’t

Order your Yacht Charter Business Plan and get a 30-min consultation included 

Please don’t forget to register your interest to be notified when we the guide is ready. 

UPDATE 22/June/2017: As we received plenty of requests we are also going to publish a Yacht Charter Business Template on Excel which takes into account a typical scenario of acquisition and refitting of a vessel and the charter operations. This is a very unique business model developed in Microsoft Excel which you can customise according to the type of vessel and expenses you are facing during the process. We have looked for something similar and we have not found anything useful for this purpose, therefore, for we have decided to build it for  you and make it available for purchase at a very competitive price. Don’t forget to subscribe to be notified of when it is going to be available . 

Is Investing in Yacht Charter profitable today? Yacht Charter Market Analysis

In 14 years of business at Rodriquez Consulting we have served a variety of Yacht Charter companies and private owners who were keen on chartering their yachts. More often than we would expect we get asked the usual question: Is yacht charter profitable and/or is it a good business to get in?

In many industries the above questions would be rather simple questions to answer. However, in the yachting industry answering these questions with anything else other than “It depends..” requires us to get into more details. At the very least, we need to get into the specifics of the size segment you choose, primary geographic area and the yacht charter business model that you intend to implement.

To most people Yacht Charter rates seem to be very high as an absolute per-week-value, but are they high enough when you consider the cost of the asset/s (the yacht/s) and its running costs? The latter can have a very large range as variable costs depending on how and where the vessel is managed and can make a significant difference. Ultimately, it the acquisition price (the price of the vessel) that is crucial but the variable and fix costs are the ones that can determine whether the operation (your yacht charter business) is profitable or not.  If you are looking to build a business plan to charter yachts and get in the business this article will be useful, however, you might want to contact us for more ad-hoc support. Read more

Superyachts by 2020 – the results of the Hamburg superyacht interiors international conference 2015

On the 29th-30th of June 2015, I was called to do the opening speech at the Superyacht interior international conference (links below), an invitation I gladly accepted. The focus of the conference was on design trends, construction materials, efficient project management, cooperation and communication among the stakeholders that are regularly involved in the creation of a new superyachts and refitting of exiting vessels.

As I was given the responsibility to do the first lecture and the opening speech of the conference I decided with the team to stick to what we do best and open the conference with hard data on the yachting industry.  We prepared the market data and forecasts on the superyacht segment (>24mt) together with qualitative trend analysis we created with the help of our panel of experts, our business partners and some of our clients.

The scope of Rodriquez Consulting’s presentation at the Superyacht conference had to have at least two goals:

– goal #1 Inform and deliver a superyacht market analysis framework for the participants to use as a guideline in terms of market size forecasts and benchmarks and

-goal #2 Start and fuel the conversation regarding trends, ideas, process innovation, and elements that are challenging the yacht industry while building the super yachts and the market towards 2020. 

Superyachts 2020

I was pleased with the feedback received from our presentation (download link here) of the participants among which industry leading brands(shipyards) such as Lurssen Yachts the builder of the worlds biggest superyacht Azzam, Oceanco the shipyard that built award winning Alfa Nero, Fincantieri, Italy’s biggest passenger (cruiseliners) that is set to become a power player in superyacht and gigayacht (100mt+) building.

Among the top players of yacht interior outfitting highly experienced participants such as Anjia Matzing from Metrica Interior and Mr Antonio Costamante of AIM Yacht Interiors  were contributing to make the round tables particularly interesting together with the Managing Director of Genesis Technologies AG, Thorsten Steinbrecher a specialist firm in advanced audio/video entertainment systems and even commercial aviation representatives such as Antje Terno from Airbus.

The materials discussion was driven by Alan Mcvitty from M Studio Rob Henderson from UN studio, Ian Langham from Eckersley O’Callaghan together with Sandrine Mialy, who presented a very innovative optical fibre textile (see video below) that triggered the creativity of the designers and architects attending the conference.Rodriquez Consulting analysis was focusing on delivering answers the most usual questions we get:

  1. How big is the superyacht industry in 2015 in terms of units and value
  2. How  big will the superyachts industry will be in 2020
  3. How many clients are there (Ultra High Net Worth Individuals) and how much money will they be making by 2020
  4. Where and how are they investing their investable wealth and what is the target market (U-HNWIs) allocation  within the realm of the Investment of Passion ?
  5. How are the demographic and psychographic profiles of the HNWIs changing towards 2020?

Right after the presentation, thanks to the opinions and debate sparking from the 2 intense days of round tables and challenging Q&As, we are editing the document to make it optimal for readers (without a speaking presenter) and a useful guideline on some of the hot topics of superyacht building including;

  1. How to improve the yacht building process (with a special focus on the interiors and fittings) and what are the current issues to be addressed in terms of processes, tools, communication methods, and coordination of the stakeholders (system specialists, designers, shipyards, certification bodies.
  2. The design challenges, new materials, techologies, and the who and where of the innovation value chain.
  3. Marketing, using modern technology to enhance the experiential value and improve speed and efficiency in generating new leads, improving lead-to-customer speed and responsiveness of the sales team.
  4. Diagnostic of custom quotes, risk assessment for interior specialists, liability budgeting.
  5. How to scope the wants and needs of clients correctly to facilitate contractors quotation and mitigate risk (The Elevator Case)

These and a few other questions have been answered during our presentation which you can find available for download at this link (DOWNLOAD).

The Antifouling paint market 2011-2015; numbers, trends and opportunities in the yacht industry.

It took our team almost 3 years of research to determine the trends and peculiarities of the antifouling market for yachts and pleasure crafts. It was not an easy task to separate the products on the market that would theoretically serve only commercial vessels (commercial/passenger ships and workboats) and those, instead, dedicated to yachts, super yachts and pleasure boats.

The antifouling market for yachts and pleasure boats has two, essentially distinguished, types of usage that show different market dynamics depending on the size range (<8m, <15m, <25m, >25m,)  of vessels one takes into account. The two macro types of usage relate to the size segments are:

1) The professional use done by shipyards and professional painting/coating companies working on both new vessels and used ones and

2) The DIY (do-it-yourself) non-professional use done by boat owners.

We have analysed that the breakdown of the above macro category can differ depending on the geographic area that is taken into consideration. For example there are more DIY customers in relation to the country’s overall fleet in France using antifouling products on vessels larger than 30 feet than there are in Italy. Whereas the number of shipyards that use antifouling and coating products for new vessels (before vessel 1st launch) larger than 25 meters is by margin greater in Italy than in France.

It’s very interesting to observe that markets that are very fragmented in the distribution towards the DYI customers such as Italy show less profitability for the manufacturers than other markets where the distribution is much more efficient. In our professional opinion the associated the fragmented distribution channels are high and obsolete making a very poor use of technology. On the specific topic of point of sale, we have surveyed directly over 3000 qualified responders (boat owners, yacht brokers, marine paint specialists, captains, hardware stores and others) in 12 different countries (France, Italy, UK, USA, Spain, Slovenia, Malta, Croatia, Netherlands, Turkey, and others), asking them “where they would mostly would like to find (a sample) antifouling products?” Right after the physical stores and ship chandlers which still accounted for 50% of the answers 20% stated that he/she would prefer to find the products Online on the producer’s website. In our view this is a sensitive sign of how the generational shift will influence the distribution dynamic and its overall impact on profitability on antifouling coatings and associated products.

Ultimately, the result of our survey show how the companies have a significant opportunity to increase profitability progressively shifting their distribution models and increasing progressively the use of e-commerce.

(Please contact us for further information or to request a consultation +44 7445 30 86 22)

Through our research we also analysed the dynamics that relate the end users (boaters) and the professional users (shipyards) to be more or less loyal to a certain brand (please contact us here for more info). In general terms we noticed that the smaller the size segment and the younger the boat owner the less brand loyalty he/she would show. Whereas, in the professional use, both the brand choice and the brand loyalty had a high correlation with the customer support and after sales reputation of the brand (and manufacturer).

From a data point of view we have segmented the market in two macro segments:

1) The “OEM” Market (the market generated by new built vessels)

2) The “Replace” Market (the market generated by the existing fleet in need of new antifouling coating as part of regular maintenance of the vessel)

The methodology: To accurately estimate this two markets we have built a complex algorithms to sub-segment they types of hulls and therefore estimate the amount of coating needed. Furthermore, we have used an adjustment factor for those vessels that do a new coat of antifouling paint every year and those that choose cycles of two years. Lastly, we have cross referenced the sales data in litres collected and estimated from direct research on the various players in the market  (Akzo Nobel, Jotun, Hempel, Boero Group,etc..) with the data built through the new and existing fleet of vessels.

Having collected and processed data form 2011 onwards with regards to the antifouling coating market for yachts and pleasure crafts,  we were able to calculate and compare the compounded annual growth rates (CAGR). Between 2011-2014 and forecasting 2015 in specific geographic areas we have analysed key markets such as Italy, France and other European countries and the U.S. and others.

In terms of estimated monetary value, the data emerging from our research showed us that markets that have a strong production of large yachts and super yachts (>15m and >25m) such as Italy (Antifouling coatings -6% CAGR 2011-15) were more affected by the reduction of new built than France (Antifouling coatings +1.3%  CAGR 2011-15). Instead, the “Replace” market for antifouling coating did not show such large difference between these two established yachting economies; Italy (Antifouling coatings +4.1% CAGR 2011-15) vs France (Antifouling coatings +6.5% CAGR 2011-15). 

Economic Value CAGR antifouling market

Please contact us for further information or to request a consultation +44 7445 30 86 22

 

Wealth Trends and HNWI prospecting

Wealth Trends and HNW leads

Wealth trends and Tools for HNWI prospecting

 

The global recovery continues to show signs of weakness. Heightened Eurozone financial market and sovereign distress, stuttering recovery in the U.S. and slower than expected growth in major emerging market economies are the main drivers behind the IMF’s recent adjustment of its forecast for global growth downwards to 3.5% for 2012 and 3.9% for 2013. The two main assumptions that the forecast is founded upon are policy action in the Eurozone that allows financial conditions to ease gradually and recent monetary policy changes in emerging market economies gaining traction.

The continual recurrence of financial market distress leading to sovereign distress and bailout packages that provide temporary relief in the Eurozone heightens the potential for uncontrolled default and Euro exits. Both these scenarios will certainly have a severe impact on global economic growth prospects and wealth growth.

WEALTH TRENDS

Investment

UHNW investors are shifting their wealth into private companies, real estate and commodities.

Risk aversion is largely reflected in the shift away from speculative financial investments to hard assets.

Professionals and institutions engaging with UHNWIs should consider strategies and approaches that address the current concerns and focus of these clients.

Reduction in Tax Exposure

As governments around the world look to revive state finances through higher and stricter taxation regimes, UHNWIs look to reduce their tax exposure through a shift to territories with beneficial tax regimes. Professionals engaging with the ultra wealthy need to consider strategies that reduce tax exposure and address their clients’ concerns.

WEALTH CURRENTS

2012 at was  a year of shifting wealth currents, with the broad direction for wealth flows going eastwards. Eurozone UHNWIs, concerned over volatility and distress in sovereign and financial markets, have shifted wealth away from the periphery towards core economies with Germany and Switzerland as favored destinations on the Continent. Other beneficiaries include the United Kingdom, the US, Hong Kong and Singapore.

The shift in wealth growth to emerging economies poses a challenge for wealth management firms based in the U.S. and Europe, who need to convince clients of their long term viability. In contrast, finding and keeping talent in developing markets is a key success factor as wealth management firms need to invest in human capital to capitalize on the opportunities presented by the shift.

STATE OF WORLD’S UHNW POPULATION

  •       The global UHNW population stands at 187,380 with a combined wealth of US$25.8 trillion. Combined wealth attributable to this segment shrank by 1.8% from a year ago. The decrease was largely driven by the Eurozone crisis and a slowdown in emerging economies.
  •       Oceania saw the greatest growth in UHNW population, with an increase of 5.9%, largely driven by the continued growth of Australia.
  •       Asia, in contrast, saw the largest percentage reduction in UHNW population amongst the regions. The 2.1% reduction in UHNW population is a result of poor equity performance, particularly in Japan, China and India.
  •       Combined wealth loss was highest in Asia as Hong Kong, China and Japan led wealth loss across the region.
  •       The U.S. leads in terms of real growth in UHNW population numbers, with 2,250 UHNWIs joining the ranks of the ultra wealthy. The combined total wealth of the U.S. UHNW population expanded by US$ 265 billion.

For more information or to receive a copy of our complete Wealth Report or our most recent Yachting Industry Market Analysis please contact us Market@RodriquezConsulting.com

If you are looking for new tools to network with High Net Worth Individuals and generate prospects in this difficult target group you might want to request a free trial of Wealth Monitor by clicking here  or on the logo below

 

Wealth Monitor HNWI leads

Wealth Monitor is a tool for soucing new HNWI Clients

 

Mailchimp and the importance of emails

I cannot deny to be a big fan of digital marketing and a fond believer that communication and marketing is largely underestimated in the marine and yachting industry. It is often the case in fact that you go at a boat show see a magnificent product, let’s say, a hand made mahogany wood sail boat, you know one of those vessels that really gives you an idea of hard work, passion for the job, incredible technical skills and countless hours with the utmost attention to details, but then you go have a look at their brochure, or and their website and you think…if only this product was presented better.

I do understand that oftentimes the team of people behind a great vessel has its core skills concentrate on the technical aspects of yacht building and virtually none in the communication and marketing area, which tends to penalise their business resulting in lower on non-existing sales.

Furthermore, boats are non-impulsive purchase decisions even if the prospective customer has the cash in hand, simply because buying a boat requires planning things such as docking space getting the wife to agree and plenty of other elements. So what is the best way to stay in touch with that prospect that has visited the boat at a recent boat show for example. Some might argue that social media will do but it’s arguably not the always the case within a older age group of prospective customers or with customers that conduct particularly busy lives.  However, there is one piece of marketing that is inexpensive and that you prospective customers regardless of their age on how busy they are will always see. That piece of your marketing is EMAILS, yes ! the good old emails which are now on everybody’s phone, ipads and at times gets read even more than once (especially if someone has more devices where he/she reads emails from)

Emails are as old as the internet in fact arguably older than the web itself but they are still extremely effective and also constitute long-term value in a company as all prospects that don’t buy today might be buying in the future, and that’s particularly true for boats as they are very often regarded as a very time-intense hobby or an entry in the retirement.

Emails nowadays are not only a form of communication but can be an incentive to generate interaction with other digital assets and non digital occurences  such as videos, websites, events, surveys and much more.

They are a way to get to know your audience with time and understand their preferences their habits gathering a plethora of valuable information that will help your business and company refine its marketing and sales strategy.

I have personally tried a variety of tools for email marketing but I have to admit the very best of all is


Mailchimp LOGO

Mailchimp Logo


MAILCHIMP. It must not be a case as over. 1.5 million businesses are using it every day, and their servers channel through over 1 BILLION emails every day. As you might expect this gives Mailchimp and as a consequence all its users a substantial source of data on how to best build your email. Indeed, MAILCHIMP allows you to test your audience inbox for spam filters, test visualisation on multiple devices, choose the best subject line to for your emails to get more opens or clicks and if you have a very international audience it even allows you to send the emails at a scheduled time that takes into account the time zone of the recipient.

In brief MAILCHIMP is a great tool, it helps you even test which subject line will produce  the most emails opened or clicks  with an A/B split campaign

You don’t need to believe me  you can try it it’s free just click here or on the logo above.

 

A:B Split Mailchimp

 

The one feature I like the most about Mailchimp is  that it constantly gives you the opportunity to improve by having an industry and list average for open rate and click rate so each campaign you make can be compared to the industry average which is preselected by you and the list average (only if you have done another campaign on the same contact list) See snapshot above of a campaign we ran for a client

Mailchimp HOURLIE.001

If you would like to do a 1 day training session for you or for your team on how to make the most out of email marketing you are more than welcome to contact us.