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Azimut Yacht Club,Azimut Yacht,Yacht Brokerage,Yacht Charter,The Yachting Network,Olivier Baelde,Luxury yachts brokerage,Luxury yachts charter, yachting magazine, charter magazine

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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 OCTOBER 2011



YACHT BROKERAGE
5 digital marketing
commandments for luxury brands

YACHT CHARTER
What to include in your
social marketing strategy

YACHTING & SOCIAL
NETWORKS STRATEGY
Finding the right marketing mix




              Yacht
              brokerage                                                          BOAT SHOWS

              listings
                                                                                                     Fall Boat Shows
                                                                                                 e
                                                                                                            Calendar
                                                                                            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    Online marketing
                                             5 digital marketing commandments for
                                             luxury brands




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




                                       20     SOCIAL Marketing Mix
                                              What to include in your social marketing
                                             strategy




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




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




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




                                       34    YACHT BROKERAGE LISTINGS
                                             Azimut Yacht brokerage listings
                                             for the month of october 2011
                                                                                            Yacht
                                             presented by brokerage
                                             companies using our
                                             yacht brokerage solution
                                                                                          Brokerage
                                                                                         and Charter
                                       42 YACHT CHARTER LISTINGS
                                             Azimut Yacht Charter listings for the
                                             month of october 2011
                                             presented by charter companies using
                                                                                          Marketing
                                             our yacht charter solution



                                       FEATURES
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       52    YACHT CHARTER MARKETING
                                             Inbound marketing strategy for
                                              luxury charter yachts




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




04
                                       61    Find Prospects
                                             Using social media to find
                                             prospects.
63   Online PR
       Understanding online PR and how
       to use it to create brand awareness




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




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


                                             74   YACHT DESIGN NEWS
                                                    Yacht design news for


72   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
                                                     their side.
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                                                                     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
                                       SOCIAL MEDIA




                                          5 digital marketing
                                          commandments for
                                          luxury brands                                                                              Just like the



                                       Lately people are talking about luxury    democratic media in the world.
                                                                                                                            “ luxury products and
                                                                                                                              services themselves,
                                                                                                                            the quality of luxury
                                       brands and digital marketing. “Is Digi-
                                                                                                                            digital marketing
                                       tal Killing the Luxury Brand?” Invari-    0 You shall democratize but                relies on ideation and
                                                                                 not downgrade
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       ably, these discussions evaluate the                                                 execution. A dress is not
                                       dangers of leveraging a wholly demo-
                                                                                                                            inherently luxurious;
                                       cratic platform in order to promote       Luxury brands obsess over losing ex-
                                       a wholly exclusive industry. But, as      clusivity in the digital space, but this   the difference lies in its
                                       usual, the discussion misses the point.   concern puts the cart in front of the      design and high-quality
                                                                                 horse. A luxury brand generates ex-        manufacture. The same is
                                       The question is not if luxury brands      clusivity by cultivating a block of con-
                                       can safely leverage digital media. The    sumers who wish they could buy the
                                                                                                                            true of digital marketing
                                       question is how. With that in mind,       brand’s products, but cannot afford        media. ”
                                       here are five commandments for mar-       them. Simply, if luxury brands want
                                       keting luxury brands using the most       to remain luxurious, they have to en-
     12
gage not only their paying customers, but also people who
want but can’t have.                                            0 You shall honor digital media

This is where the democratizing power of social and new         If luxury brands indeed fear brand dilution, they must first
media comes into play. Social media enables luxury brands       stop diluting the quality of their digital media. Luxury cli-
to build tremendous clout among the aspirational set. In        ents may say, “But it’s just a behind-the-scenes video for
some cases, social media may be the only place aspiring         Facebook and YouTube! Do we really need to spend that
consumers can reach the brand at all. This, in turn, builds     much on production?” The answer is always “yes.” Digital
tremendous prestige among the affluent set.                     luxury marketing is only as luxurious as the brands are will-
                                                                ing to make it.
In order to democratize without downgrading, luxury
brands must maintain the digital conversation by engag-         Just like the luxury products and services themselves, the
ing more aspirational consumers and including them in a         quality of luxury digital marketing relies on ideation and
controlled brand dialogue. On the other hand, the brand         execution. A dress is not inherently luxurious; the differ-
must prevent brand downgrading by embracing clever-             ence lies in its design and high-quality manufacture. The
ness and avoiding mimicry, by ensuring innovation and           same is true of digital marketing media.
not stealing from their traditional campaigns, and by treat-
ing digital media like the marketing powerhouse that it is.     Luxury brands must decide whether their digital market-
                                                                ing is luxurious or commonplace, and they must commit
All the while, luxury brands must strive toward the high-       to making their digital messaging more beautiful, more in-
est creativity, elegance and production quality. Only in this   novative and more elegant than anything else out there.
way can luxury brands both cultivate desire and maintain        Only then can they preserve their up-market brand values.
exclusivity, and thus, grow in the digital world safely.
                                                                0 You shall not steal from old media
0 You shall not kill the conversation
                                                                The primary reason luxury brands fail at social and new
Luxury brands worry that if they allow interactivity or user-   media is because they haven’t bothered to understand it.
generated content, if they initiate a conversation between      Luxury brands take media developed and produced for tra-
brand and buyer, they will lose control of the brand image.     ditional deployment and force it onto their social and new
This is simply not true.                                        media platforms.


There are many ways to encourage interactivity while still
maintaining control of the brand. Look at Burberry’s
“Art of the Trench,” a photo-sharing destination that primar-
ily features Burberry-commissioned, high-end photogra-
                                                                                                                                AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




phy of models in the brand’s seminal trench coats.

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

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

                                                                                                                                      13
                                       SOCIAL MEDIA




                                       For instance, they digitize a traditional
                                                                                                                             	 Establishing	an	efficient	

                                                                                                                             “
                                       TV spot by compressing and upload-          “There is a sense of urgency asso-
                                       ing to YouTube, or they post a print ad     ciated with digital platforms,” , but
                                                                                                                               SOCIAL MEDIA marketing
                                       to Facebook.                                luxury brands must be careful not to
                                                                                   embrace a platform just because it’s        strategy becomes now
                                       This blanket strategy weakens the           hot. Only those platforms that spring       a reality for yacht
                                       perception of luxury brands. Just as        directly from a core brand ideal or         brokerage and yacht
                                       one wouldn’t put a 30-second static         customer need can succeed without
                                       print ad on TV, so should one avoid         diluting the brand itself.
                                                                                                                               charter companies. When
                                       stealing traditional media by hawking                                                   establishing the company
                                       it in the digital space.                    Having a marketing strategy is good,        marketing strategy,
                                                                                   but having a marketing strategy that
                                                                                                                               several key indicators
                                       Luxury digital media requires a devel-      works is great! Using social media re-
                                       opment, production and deployment           quires a careful thought process, stra-     must be closely watched.
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       strategy specific to its digital chan-      tegic planning and flawless execution.      As well, deciding the
                                       nels. Nothing less will do.                                                             direction of the data
                                                                                   0 Observe and analyze your
                                       0 You shall not covet the                   marketing strategy
                                                                                                                               flow	between	the	
                                       neighbour’s media channels                                                              company and third party
                                                                                   Very often, businesses jump on to           sites can become costly
                                       Just because one luxury brand is suc-       Facebook and Twitter without even
                                                                                                                               in terms of advertising
                                       cessfully utilizing a particular digital    analyzing what they need out of these
                                       approach does not mean another              social networks. They claim that since      budget without bringing
                                       luxury brand should follow the same         their competitors are using social me-      long	term	traffic.	”
                                       strategy.                                   dia so they have no other choice but
     14
to adopt social media. Sooner than later, such businesses         no single criteria based on which you can determine the
are caught off-guard and their social media ambitions             success/ failure of your social media strategy.
reach a tame end.
                                                                  0 Refine your marketing strategy
It is important for businesses to analyze how social me-
dia can help them. They need to observe how people use            The real beauty of social media lies in its dynamism. Social
social media and how their competitors are leveraging it.         media is changing all the time. For example, if you logged
Analyze your business needs and how various social net-           in to your business’ Facebook profile, after a long gap, you
works like Facebook, Twitter, LinkedIn and others can fulfill     would have realized that it’s now a Fan Page. Therefore, it’s
these needs.                                                      important to continuously refine your social media strat-
                                                                  egy and adopt a flexible approach with the changing social
0 What’s your social marketing strategy’s                         media scenario.
action plan?
                                                                  Does your business have a social media strategy that
Once you’ve determined what you want out of social me-            works? If so, what are the most important criteria for devel-
dia, the next important question is how you get it. Busi-         oping such a marketing strategy? How does your business
nesses need to come up with an action plan with realistic         measure its social media ROI? Do you think it is difficult to
targets and feasible time/ cost estimates. If your action         track the business value of social media?
plan takes forever to achieve or if it requires you to invest a
fortune, there’s a strong case to revisit your action plan. In    All good questions which need to be asked on a regular
such cases, it’s best to start with concrete short-term goals     basis.
such as I want to have 2,000 Facebook Friends in the first 3
months or I want to close 5 deals with my Twitter followers
this month etc.

0 Execute your marketing strategy

A marketing strategy is only as good as those who see it
through. Once you have a social media marketing strategy
in place, it’s important to focus on getting the execution
right. Very often, businesses need to take a call on whether
they can execute their social media strategy themselves or
do they need to hire specialist social media experts? When
in doubt, seek help from an expert.
                                                                                                                                  AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




0 Evaluate your marketing strategy

Most business follow a simple rule when it comes to adopt-
ing new technologies or paradigms – If it boosts my busi-
ness’ ROI, it’s worth the investment. Social Media is no ex-
ception to this rule. Unless, businesses see value addition
from social media, they are not going to take the plunge.
Therefore, it’s important for businesses to evaluate the im-
pact of their social media efforts.

Evaluating social media ROI is easier said than done. There’s
                                                                                                                                       15
                                       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-
                                       or charter. A printed version still has    to deliver online and offline visibility    ibility of their listings.
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       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-
    16
                                           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.




T
                                                                                                                                AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




       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-
                                                                                                                                     17
                         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
                                       LONGITUDE 64

                                                                                                                              OLIVIER BAELDE
                                                                                                                             by

                                                                                                                                          Editor




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

                                       0 What to include in your
                                       social media marketing
                                       strategy

                                       An effective SMM strategy will le-         book, the social networking website         for networking within the industry or
                                       verage all quality online social hubs      has around 500 million active users, of     with vendors.
                                       where users and customers meet             which around 50% log in every day for
                                       and converse. A good SMM portfolio         commenting or browsing. A Facebook              Blogs, Microblogging
                                       includes a presence on diverse and         fan page thus makes a lot of sense to
                                       multimedia social sites. Let’s take a      reach an active online audience. On         engadget_logoBlogs give you a wide
                                       look at the key elements of a good         the other hand, Twitter has real time       platform to talk about key issues.
                                       SMM strategy.                              updates and news-worthy tweets              Blogs are also a great way of bring-
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                                                                  that even search engines show in            ing traffic to your main website. For
                                         Social Networking Sites                  their search results. The tweets about      an effective blog, you need to post
                                                                                  your products are quickly read and re-      fresh and relevant content frequently,
                                       Social Networking SitesThere are vari-     sponded to by other users. A Twitter        monitor and respond to comments,
                                       ous social networking sites where you      account to respond to and create a          create internal links, and build a com-
                                       can create profiles to connect with        buzz about your product is therefore        munity of loyal readers. Microblog-
                                       your target audience directly. Create      essential. Linkedin is accessed by a va-    ging through sites like Twitter also
                                       a Facebook fan page. Create tweets         riety of professionals and businesses       lets you send short, crisp updates.
                                       and retweets on Twitter. Create your       looking to connect and research for         Some famous company blogs are
                                       organization’s profile on Linkedin. Ac-    work and business. Hence, a Linkedin        www.engadget.com,          googleblog.
                                       cording to statistics released by Face-    account for your organization is great      blogspot.com, blog.facebook.com &
20
en.community.dell.com/dell-blogs/         Duo processor.                           and would use in their business. If
default.aspx. If you want blogs related                                            your organization has conducted
to SEO, you can check out searchen-         Photosharing, Slide Sharing            any good-to-know research, you can
gineland.com, www.seomoz.org/blog                                                  share the findings online. You can also
or www.searchenginejournal.com.           Photo Sharing Sites Like FlickrSharing   share your presentations, slides, and
                                          relevant and interesting images with     reports through websites like Slide-
  Online Videos                           your user base also helps in creat-      share and Scribd.

Online VideosWebsites like A well planned and executed social                             Podcasting
Youtube have created a
whole new arena for multi-
                                  media marketing (SMM) strategy                       itunes_podcast_iconAs         per
media interaction. Sharing        takes you where your users and buy-                  Podcast.com, “Podcasting is
and viewing videos is now, ers are. It lets you share the voice                        the method of broadcasting
not just an activity enjoyed                                                           audio files over the internet
                                  of your organization, get real time
by individuals for their own                                                           which can be downloaded and
pleasure, but also a great        feedback for your products, create                   listened to via your computer
way for an organization to an instant buzz for your new product                        and/or portable music player.
share information about its offerings, build customer loyalty, and                     The reason why podcasting is
products. Organizations have                                                           linked directly with the name
found sharing interesting and
                                  reach an informed target audience..                  iPod is due to strictly to the fa-
related videos on Youtube to                                                           miliarity of origin of the word
                                                                                                                             AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




be a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began down-
sustained interest of the target audi- The images can be about widely an- loading music audio files to listen to
ence. You can upload interviews of ticipated events like a product launch, them on their iPods.“. Podcasting can
your top management, share presen- celebrity associations, or the organi- help you reach more users to promote
tations, or even share videos of social zation’s internal events. Websites like your products and services. Many us-
or business events in your organiza- Flickr have an active user base and ers find podcasts a great way of stay-
tion. When Intel uploaded fun and can be leveraged for this purpose.            ing in touch with new developments
digitally enhanced videos of its Con-                                           while on the move. Websites like Blip
sumer Electronics Show exhibit, it not Slide sharing, on the other hand, di- let you conveniently share your pod-
only created a buzz but also ensured rectly appeals to the user’s needs by casts. Other famous podcast sites are
users got to know about its new Core sharing information that they need podcast.com & Apple’s Itunes Podcast.
                                                                                                                                  21
                                       LONGITUDE 64




                                       0 Points to consider before
                                       formulating a social media
                                       marketing strategy

                                       The sites mentioned above are very
                                       useful and can change the path of
                                       your organization towards tremen-
                                       dous success. However, if done with-
                                       out proper planning these same sites
                                       and strategies can backfire as well.
                                       The most important thing for you to
                                       do before you begin charting out an
                                       SMM strategy, is that you first need
                                       to fully understand the status quo of
                                       your organization’s online presence.     l Find out if you have an active         l Check where your target
                                       Here are a few things to consider          presence in target markets.              audience generally interact more.
                                       before you formulate a social media      l Rate yourself vis-à-vis your           l Check what keywords they are
                                       marketing strategy:                        competitors in the online                using.
                                                                                  environment. Find out what your        l Find out what they need, and
                                         Analyze your online presence:            competitors are doing better than        where their interests lie.
                                                                                  you, and also what you are doing
                                                                                  better.                                 Identify and analyze what you
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       l Use metrics to find out more
                                         about your online presence. You        l Check your status on social            want from your SMM strategy:
                                         need to ask questions like: What         networking sites. Do you have a
                                         is the total count of visitors on my     presence already that needs to         l Check the enthusiasm and
                                         site? Where do they come from?           be optimized? Or, do you need to         commitment of your top
                                         How many of them are directed            start from scratch?                      management and marketing
                                         by search engines?                                                                department for having a
                                       l Find out how often your website        Analyze your position                      dedicated SMM strategy. In
                                         gets linked by other sites.                                                       case the commitment seems
                                       l Check how often you post fresh           Define and analyze your target audi-     inadequate, discuss and educate
                                         content.                               ence:                                      till you get a dedicated and
                                                                                                                           informed agreement.
22
l Assign responsibility to the        A query, tweet, or a comment re-
  correct department, whether it is   quiring clarification on the Facebook If you suspect trolls or deliberate
  PR, marketing, communications,      page, blog, or other portals must be misinformation, one way of ensuring
  or other. Create a team with well   replied to within 24 hours.           more transparency is by creating a
  defined goals regarding your                                              Login requirement for posting com-
  SMM strategy. This may mean          Blog posts, tweets must be of high ments on your blog.
  creating micro-goals like number    quality and value and/or knowledge
  of blog posts per week,                                                         Start your journey now!
  time duration set for        A well planned and executed social
  responding etc.                                                                 Remember, the beginning may
l Study the existing sites
                               media marketing (SMM) strategy                     be slow. It takes time to en-
  and find out where           takes you where your users and buy-                gage your audience and build
  you need to focus your       ers are. It lets you share the voice               loyalty. Keep your interactions
  attention the most.                                                             transparent, fair, and timely.
                               of your organization, get real time
l Create measurable target                                                        With a continual engagement
  goals of what you want       feedback for your products, create                 in diverse social media tolls,
  to achieve from your         an instant buzz for your new product               you will be soon rewarded
  SMM strategy.                offerings, build customer loyalty, and             with a vibrant, online commu-
                                                                                  nity for your organization.
0 Monitoring      your          reach an informed target audience.
social media strategy
                                                                                                                    AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                        enhancing. The content in your posts
For your SMM strategy to pay you        should be good enough to get linked
long-term dividends, you need to        by other sites.
make sure you have practices and
checks in place that ensure efficient   Blog posts must be frequent enough
execution and a quick response. The     to sustain interest.
following measures will help you en-
sure responsiveness and professional    In case of critical comments, it’s better
interaction:Monitor your progress       to respond to them immediately and
closely                                 fairly. Negative comments need not
                                        always be deleted or removed.
                                                                                                                    23
                                         SHOWS




                                                                                                                 13




                                                                                                                 20




                                         27                                                                      29
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       27 Fort Lauderdale   13 Annapolis         20 Long Beach        29 Hamburg
                                          October 27 - 31      October 13 - 16      October 20 - 23      October 29 - Nov 6




24
      SHOWS




                                                   Boat Shows
                                                   October 2011
                                                   Fort Lauderdale
                                                   International Boat Show


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




Annapolis                                Long Beach




                                         “One of the West Coast’s largest in-
Now in its 40th year, the United
                                         water/outdoor boat shows featuring
States Powerboat Show, October
                                         hundreds of motor yachts, cruisers,
13-16, 2011, attracts over 40,000
                                                                                     Hamburg
                                                                                                                              AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                         sailboats, fishing boats, performance
attendees. The show, the nation’s old-
                                         sportboats, family trailerables, ski
est and largest in-water powerboat                                                   Hamburg Fall Boat Show
                                         boats, pontoons, inflatables and per-
exhibition.                                                                          October 29 - Nov 6, 2011
                                         sonal watercraft.”
October 13 - 16, 2011
                                         October 20 - 23, 2011




                                                                                                                              25
     AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




26
WORLD NEWS




       AZIMUT yacht club
        www.azimut-yachtclub.com




             Yacht Brokerage
              Yacht Charter        AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                   27
                                       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-
                                       implementing a marketing strategy         egyh. All third party listings sites rely     must be closely watched.
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       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
28
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-
tions with a large array of APIs. Clients using our yachting
                                                                                                                                       AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




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
                                                                                                                                       29
                                       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
                                       a well-thought out market-
AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                       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
30
    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
                  MySpace? Companies that build a large eq-
                                                                                                                   AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                                                  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-
                                                                                                                         31
                                       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 OCTOBER 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-
32
         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-
message and still reap the benefits of social media (rapid
                                                                                                                                  AZIMUTYACHTCLUB • ISSUE OCTOBER 2011




                                                                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
                                                                                                                                   33
                                           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 OCTOBER 2011




 34
  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 OCTOBER 2011




                                                        Carine Yachts
                                                            Andrew Noble
                                              United Kingdom (+44) (01202) 901-721
                                         Visit www.azimut-yachtclub.com for full details - Web id: 12
                                                                                                               35
                                       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 OCTOBER 2011




                                                                                Yacht Show Room Brokerage
                                                                                                      Nicolas Valin
                                                                                              France (+33) (977) 197- 205
                                                                                  Visit www.azimut-yachtclub.com for full details - Web id: 7
36
  BROKERAGE




                      A Z I M U T 4 6 , 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 OCTOBER 2011




                                                     Nautic Avenue
                                                  France (+33) ((0)9) 54 22 80 56
                                        Visit www.azimut-yachtclub.com for full details - Web id: 1
                                                                                                       37
                                       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 OCTOBER 2011




                                                                                 Yacht Show Room Brokerage
                                                                                                        Nicolas Valin
                                                                                                France (+33) (977) 197- 205
                                                                                    Visit www.azimut-yachtclub.com for full details - Web id: 4
38
  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 OCTOBER 2011




                                      Yacht Show Room Brokerage
                                                           Nicolas Valin
                                                   France (+33) (977) 197- 205
                                       Visit www.azimut-yachtclub.com for full details - Web id: 8
                                                                                                             39
                                       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 OCTOBER 2011




                                                                               Yacht Show Room Brokerage
                                                                                                     Nicolas Valin
                                                                                             France (+33) (977) 197- 205
                                                                                 Visit www.azimut-yachtclub.com for full details - Web id: 6
40
  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 OCTOBER 2011




                                      Yacht Show Room Brokerage
                                                           Nicolas Valin
                                                   France (+33) (977) 197- 205
                                       Visit www.azimut-yachtclub.com for full details - Web id: 5
                                                                                                                  41
                                             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




42
  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
                                                                                                           43
                                         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
 44
  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
                                                                                                            45
                                         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

46
  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
                                                                                                            47
                                         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

48
  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

                                                                                                          49
                                         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

50
                                         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
52
                                                                                   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
                                                                                                                             53
                                         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.
54
         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
                                                                                                                              55
                                         SOLUTIONS




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

                                         Social Media Mar-
                                         keting
                                         Powerful and integrated
                                         APIs: Powerful & Integrated
                                         Syndication Services: Our
                                         Solution offers a very pow-
                                         erful synchronization tool in
                                         order to increase instantly
                                         the visibility of the listings in
                                         the Longitude 64 Yachting
                                         Network composed of over
                                         40 web sites (and growing)
                                         targeting the yachting and
                                         luxury markets.

                                         The Yacht Brokerage Solu-
                                         tion is integrated through
                                         APIs with several social net-
                                         works in order to maximize          counts will appear constantly maintained
                                         the exposure of the listings.       and will help to turn visitors into followers   Magazines Publishing
                                         A manual scheduler is ac-           or fans extending once again the visibility     The Yacht Brokerage solution for joomla
                                         cessible through the control        of your yacht listings.                         generates high quality PDF magazines. All
                                         panel maintenance screen                                                            PDF magazine listings include a qrcode
                                         in order to post manually           If your brokers had to manually update 15       generated in order to offer a quick access to
                                         to social network. However          social networks, they will spend a consid-      the listing from mobile phones. Companies
                                         the recomended way is to            erable amount of time to do a repetitive        using the Yacht Brokerage solution can now
                                         use the application cronjob         work.                                           present high quality corporate magazines
                                         scripts in order to schedule        Current integrations with Social networks       to clients and prospects. We can generate
                                         automatic postings at regu-         APIs are: Facebook, Twitter, Scribd, Issuu,     every month a monthly corporate maga-
                                         lar intervals.                      Slideshare, Flickr, Docstoc, Flickr, Picasa,    zine with current listings. We can create
                                                                             Youtube.                                        custom design for the magazines matching
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         This outstanding integra-                                                           the company’s graphic chart for an addi-
                                         tion allows a brokerage             Automatic XML Feed Generation is inte-          tional cost.
                                         company to update auto-             grated with: Olx, Vast, Oodle.
                                         matically major social net-                                                         0 High quality PDF Generation
                                         works as soon as an update          Automatic yachting XML Feed Generation
                                         is made to a yacht listing. It      is integrated with: The Yacht Market, Boat      The Yacht Brokerage solution for joomla
                                         brings constant updates to          24, Boatshop 24, Boats and outboards,           generates high quality magazines. Maga-
                                         social networks accounts            Boards & Outboards, Jameslist...                zines are generated by our platform as a
                                         making them live and al-                                                            special service to clients using our yachting
                                         waqys brigning new con-             It uses the openmarine xml standard.            solution.
                                         tent or images.                     (www.openmarine.org)
                                         Your social networks ac-                                                            The integration with social networks is
56
    The Yacht Brokerage Solution is integrated             eration of an xml file compatible with the



“   through APIs with several social networks in
    order to maximize the exposure of the listings.”
                                                           Indesign workflow.

                                                           This integration provides the best solution
                                                           to create and generate a magazine includ-
                                                           ing articles and current yacht listings. It al-
                                                           lows brokerage companies to provide on
            done through the Social Media Posting          a regualr basis news and events as well as
            Scheduler. It allows to upload automatically   the current yachts available for sale.
            the PDF magazines to scribd.com, docstoc.
            com, issuu.com, slideshare.net, box.net. The   PDF magazines generated can be accessed
            Social Media Posting Scheduler is accessed     through an online viewer directly on a cli-
            through a maintenance screen. (useful          ent’s website. And at the same time, it is
            when you make frequent changes and             posted in all the online documents sites
            need a revised copy immediately), or the       maximizing the visibility and exposure.
            tasks scheduled can be run at regular inter-
            vals through an automated task (cronjob).      By distributing electronic versions in PDF
                                                           format, you decrease dramatically produc-
                                                                                                             AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




            A monthly magazine (electronic or printede     tion and printing costs while giving to po-
            version) allows to establish your brand by     tential customers a format suitable to read
            providing to potential clients a document      offline.
            they can read offline with all your listings
            and contacts.                                  We generate several magazines in our stan-
                                                           dard foramt every month in order to maxi-
            0 Adobe inDesign Workflow inte-                mize the exposure. We can as well design a
            gration                                        specific format for customers who want to
                                                           create their own corporate magazine while
            We are able to generate monthly maga-          including all the yachts currently for sale.
            zines in Adobe Indesign through the gen-
                                                                                                             57
Latitude 26 media agency




            London, UK +44 (0)20 7078-4226
             Miami, fl USA +1 (305) 394-9652
     crans montana, switzerland +41 (0)27 483-1220

                 skype latitude26.ch
                Web www.latitude26.ch
             Contact sales@latitude26.ch
                yacht brokerage
The Yacht Brokerage Solution for joomla was designed to answer the needs of yacht brokerage or dealership
companies. It provides extensive features not found in the competition.

The Yacht Brokerage solution includes lead request management to store all yacht requests.

As well different request forms for financing, insurance, storage, transport, survey store all requests in
tables accesssible through maintenance screens in the administration panel.

The Yacht Brokerage solution is integrated with 15 social networks through APIs and generates high quality
yacht PDF brochures and monthly magazines.

We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-
cally distribute the listings information to your social networks accounts without extra work on your side.

Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-
ing strategy is to reach propects where they are most likely to be.




                 brokerage - dealerships - social networks - Syndication - magazines - brochures - marketing
 AZIMUT yacht club




www.azimut-yachtclub.com



Yacht Brokerage
Yacht Charter
    TIPS THIS MONTH




I                                              Tips to
      n social media, generating
      prospects usually means driv-
      ing traffic to a website where
you can collect lead information.



01         One of the reason every com-
        pany should have a blog is be-         find
                                               Prospects
cause it adds text to the company web-
site that attracts search engine traffic.
Also, your blog can build a subscriber
list of people who read the content
regularly. Companies use blogs to have
conversations with potential clients or
customers and build credibility within
the industry.



02        Facebook has a wide array of
          options for companies, includ-
ing, groups, fan pages, applications, and
Facebook Connect. Facebook fan pages
are similar to groups, except they are
usually named after the company. With
fan pages, your company can import
blog posts, videos, and fans are able to
leave messages on the wall. One special
feature of fan pages is that people who
are fans can recommend the fan page
to their entire friend list at once. This is   friends and colleagues online. It’s all    and such between friends and family.
unlike almost every other Facebook fea-        about finding something you like and       Social networking sites, such as Face-
ture, which only lets a user invite 20 of      then letting others know about it. So-     book and MySpace, offer media shar-
his or her friends per day.                    cial bookmarking services are great        ing features; in fact, Facebook is prob-
                                               ways to spread timely and interesting      ably the number-one photo sharing
    At this point, your company has its        content.                                   site on the Web.
lead list. Now, you can integrate this             The most notable bookmarks on              But there are lots of sites dedicat-
                                                                                                                                     AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




lead list with your current process and        these sites quickly turn viral, as one     ed solely to sharing specific types of
start reaping the benefits of using so-        user after another shares his or her       media online. All of these sites work
cial media as part of your company’s           links with other users. Because of this,   in a similar fashion. Users upload their
lead generation strategy.                      you want to make it easy for users to      media photos, movies, whatever to
                                               bookmark content on your website           the site. The uploaded media are
0 Social bookmarking ser-                      and blog.                                  made available either publicly to ev-
vices                                                                                     eryone on the site or privately to se-
Sometimes called social news sites             0 Social Sharing with Flickr               lected lists of friends and family.
represent a subset of features found           and YouTube                                    Other users, invited or otherwise,
on a social network. A social book-            One interesting aspect of the social       then view the uploaded media as
marking service lets users save and            Web is social sharing, the passing         they wish.
share their favorite web pages with            around of pictures, movies, music,
                                                                                                                                          61
ONLINE PR
Understanding
Online
     PR
Public relations has always been an interesting compo-
nent of the marketing mix. It’s not like advertising be-
cause you don’t pay for placement. And it’s not like direct
mail because you can’t directly track results.



    Like traditional PR, online PR is all about influencing peo-    - Amateur contributors to various review and sharing web-
    ple It’s not about buying placement; it’s about generating      sites
    word-of-mouth attention                                         Of these influencers, only the first group writers, colum-
.   But who do you influence online—and how? That’s where           nists, and reviewers are similar to your traditional media
    online PR differs from the traditional model.                   targets. After all, a paid reviewer for an online publication
    When we’re talking online PR, we’re talking about influenc-     isn’t that much different from a reviewer for a print maga-
    ing a different group of people than you do with traditional    zine or newspaper.
    PR.                                                             But the other influencers on this list are much, much differ-
    Old-school PR is about influence of traditional media news-     ent from the people you’re used to dealing with. First of all,
    papers, magazines, radio, and television.                       most of them aren’t paid professionals.
    Now, you can still use online methods to influence the          Your goals with online PR should be similar to what you’ve
    people in these traditional channels (which is discussed        always tried to achieve with traditional PR. In fact, many of
    shortly), but there are a whole other group of people on-       the activities are the same you write press releases, estab-
                                                                                                                                     AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




    line to target.                                                 lish relationships with key contacts, and follow through to
    Online PR deals with another group of influencers. These        see if your efforts bore fruit.
    are people who’ve become trend setters to their online fol-      That said, one of the key differences between online and
    lowers; a mention or endorsement from one of these folks        traditional PR is the interactive conversations that develop
    is as good as gold.                                             online. Whereas traditional PR is pretty much a one-way ef-
    Who are these online influencers? It’s a diverse group, in-     fort (you put the press release out there and that’s that),
    cluding the following:                                          online PR is a two-way street. That’s because a significant
    - Professional writers, columnists, and reviewers for various   portion of your online PR efforts are targeted at customers,
    websites                                                        encouraging them to contact your company directly.
    - Bloggers, both personal and professional
    - Twitterers with large and loyal followings
    - Facebookers with similarly large and loyal followings
                                                                                                                                     63
                                         SOLUTIONS

                                                                                    OLIVIER BAELDE
                                                                                   by

                                                                                                Editor




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




                                         T
                                                   he Yacht charter reservation Solution for joom-       to be.
                                                   la was designed to answer the needs of yacht          Extensive and powerful features are included in the
                                                   charter companies. It provides extensive fea-         Yacht Charter Reservation solution for joomla: Detailed
                                         tures not found in the competition. The Yacht Charter           yacht information, crew presentation, amenities, avail-
                                         Reservation solution includes reservation requests and          abilities maintenance screens, High quality PDFs genera-
                                         quotes management as well as online availability calen-         tion, Social networks posting, RSS and XML feeds syndi-
                                         dars.                                                           cation, Web Services synchronization, CRM area.

                                         Also present, info request and reservation forms store          The Yacht Charter Reservation solution allows a yacht
                                         all requests in tables accesssible through maintenance          charter company to manage and promote online a char-
                                         screens in the administration panel.                            ter fleet.
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         The Yacht Charter Reservation solution is integrated with       The Yacht Charter Reservation solution already includes
                                         15 social networks through APIs and generates high              custom templates for motor yachts and sailboats.
                                         quality yacht PDF brochures and monthly magazines.
                                         We took great care of integrating our solutions with more       The Yacht Charter Reservation solution allows to present
                                         than 15 social networks APIs in order to automatically          professionally the fleet while giving a very quick and easy
                                         distribute the listings information to your social networks     management interface to the reservation agents and
                                         accounts without extra work on your side.                       fleet managers.

                                         Nowadays, publishing yacht listings on your web site is         A request and quote management area gives the oppor-
                                         not enough to reach potential buyers. A good marketing          tunity to reservation agents to manage quickly the re-
64
                                         strategy is to reach propects where they are most likely        quests while keeping an history.
                                                                                           mation. Offices location and contacts
                                                                                           management is included for charter
                                                                                           companies with several locations.

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

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


                                                                                                    The mobile access is
0 Administration
Front-End and Back end adminis-
tration. Allows multiple reservation
                                              rizes the requests and reservations:
                                              pending, waiting for signed contract,
                                              waiting for deposit, reservation con-
                                              firmed.
                                                                                           “        becoming more and
                                                                                                    more	the	first	mode	of	
                                                                                                    access to information
agents to manage the fleet                                                                          and content. We could
and reservation requests in the
front end.
                                                                                                    not ignore this fact
                                                                                                    in the roadmap and
0 Fleet Management                                                                                  development strategy of
Fleet Management: Pre-loaded
                                                                                                    our solutions. Scheduled
templates for Sailboats, Power
                                                                                                    for the end of the year
                                                                                                                                     AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




Yachts. Fields and tabs can
be published or unpublished                                                                         2011, Our yachting
from the backend. Flexible lay-                                                                     solutions will include
out.
                                                                                                    an iphone app and an ipad
0 Validation Tables                                                                                 app in order to reach
Over 110 validations pre-load-                                                                      your potential clients
ed: yacht make , engine make,
                                              0 Reservation Agents
                                                                                                    wherever they are.
electronic, electrical.... offering a turn-
key solution.                                 Reservation agetns and charter com-
Charter Reservation Cycle: Built-in           panies have an extended set of fields
reservation cycle allowing to catego-         in order to enter all their contact infor-
                                                                                                                                     65
Latitude 26 media agency




            London, UK +44 (0)20 7078-4226
             Miami, fl USA +1 (305) 394-9652
     crans montana, switzerland +41 (0)27 483-1220

                 skype latitude26.ch
                Web www.latitude26.ch
             Contact sales@latitude26.ch
                     yacht Charter
The Yacht charter reservation Solutions for joomla was designed to answer the needs of yacht charter com-
panies. It provides extensive features not found in the competition.

The Yacht Charter Reservation solution includes reservation requests and quotes management as well as
online availability calendars.

Also present, info request and reservation forms store all requests in tables accesssible through mainte-
nance screens in the administration panel.

The Yacht Charter Reservation solution is integrated with 15 social networks through APIs and generates
high quality yacht PDF brochures and monthly magazines.

We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-
cally distribute the listings information to your social networks accounts without extra work on your side.
Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-
ing strategy is to reach propects where they are most likely to be.




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




                                                     Docks &
                                                      Slips
                                                       Solution
                                                                           T
                                                                                     he Docks & Slips Solution       and monthly magazines.
                                              The Docks & Slips Solution

                                         “    is integrated through
                                              APIs with several social
                                              networks in order to
                                                                                     for joomla was designed
                                                                                     to answer the needs of
                                                                           real estate agencies specializing in
                                                                           the sale and rental of yacht slips.
                                                                           It provides extensive features not
                                                                                                                     We took great care of integrating
                                                                                                                     our solutions with more than 15
                                                                                                                     social networks APIs in order to au-
                                                                                                                     tomatically distribute the listings
                                              maximize the exposure        found in the competition.                 information to your social networks
                                              of the listings. A manual                                              accounts without extra work on
                                                                           The Docks & Slips solution includes       your side.
                                              scheduler is accessible
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                                                           lead request management to store
                                              through the control          all yacht slips requests.                 Nowadays, publishing yacht listings
                                              panel maintenance screen                                               on your web site is not enough to
                                                                           As well different request forms           reach potential buyers. A good mar-
                                              in order to post manually    for financing, , slip rental, slip pur-   keting strategy is to reach propects
                                              to social network or         chase store all requests in tables        where they are most likely to be.
                                              through a cronjob script     accesssible through maintenance
                                                                           screens in the administration panel.
                                              in order to schedule                                                   Extensive and powerful features
                                                                           The Docks & Slips solution is in-         are included in the Docks & Slips
                                              automatic postings at        tegrated with 15 social networks          solution for joomla: Detailed yacht
                                              regular intervals”           through APIs and generates high           listings maintenance screens, High
                                                                           quality yacht slips PDF brochures         quality PDFs generation, Social net-
68
         The Docks & Slips                         Companies using the                       The Ipad app version

“        solution for joomla
         generates high quality
         PDF Brochures. All
                                         “         Docks & Slips solution
                                                   can now present high
                                                   quality brochures.
                                                                                   “         has a scheduled
                                                                                             release date of
                                                                                             december 2011. The ipad
         flyers	and	brochures	                     We can create custom                      app will include as
         include a qrcode                          design for the PDFs and                   well the access to the
         generated to offer a                      brochures matching                        full versions of the
         quick access to the                       the company’s graphic                     monthly magazines.”
         listing from mobile.”                     chart .”




works posting, RSS and XML feeds                                                   ment is included for agencies with
syndication, Web Services synchro-       0 Listing Management                      several locations.
nization, CRM area.                      Pre-loaded templates for slips pre-
                                         sented for sale or for rent. Fields       0 Lead Management
The Docks & Slips solution allows        and tabs can be published or un-          Different Online forms allow site vis-
a real estate agency to manage           published from the backend. Flex-         itors to request more information, a
and promote online an inventory          ible layout.                              visit, financing... All the requests are
of yacht slips fro sale or rental. The                                             saved in tables. email notifications
Docks & Slips solution already in-       0 Validation tables                       are sent to agents and agents can
cludes custom templates for slips        Over 110 validations pre-loaded:          process the request accordingly.
for sale and for rent.                   length unit, draft unit.... offering a
                                         turnkey solution.                         0 Forms Builder
The Docks & Slips solution allows                                                  All Online forms are linked to a
                                                                                                                              AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




to present professionally the inven-     0 Sales Cycle                             data dictionary allowing to add or
tory while giving a very quick ad        Built-in Sales cycle allowing to cat-     change fields for a specific forms.
easy management interface to the         egorizes the slips : for rent/for sale/
agents. A lead management area           contract pending/sold. Sales cycle        0 Bulk Images Upload
gives the opportunity to agents to       steps can be modified based on the        Images are uploaded through a
manage quickly the requests while        company’s process.                        flash utility allowing for the bulk
keeping an history.                                                                upload and resizing of the listing
                                         0 Agents Contact                          images without timeout.
0 Administration                         Agents, agencies have an extend-
Front-End and Back end administra-       ed set of fields in order to enter all
tion. Allows multiple agents man-        their contact information. Offices
aging their listings in the front end.   location and contacts manage-
                                                                                                                              69
Latitude 26 media agency




            London, UK +44 (0)20 7078-4226
             Miami, fl USA +1 (305) 394-9652
     crans montana, switzerland +41 (0)27 483-1220

                 skype latitude26.ch
                Web www.latitude26.ch
             Contact sales@latitude26.ch
                            docks & slips
The Docks & Slips Solution for joomla was designed to answer the needs of real estate agencies specializing
in the sale and rental of yacht slips. It provides extensive features not found in the competition.

The Docks & Slips solution includes lead request management to store all yacht slips requests.

As well different request forms for financing, , slip rental, slip purchase store all requests in tables ac-
cesssible through maintenance screens in the administration panel.

The Docks & Slips solution is integrated with 15 social networks through APIs and generates high quality
yacht slips PDF brochures and monthly magazines.

We took great care of integrating our solutions with more than 15 social networks APIs in order to automati-
cally distribute the listings information to your social networks accounts without extra work on your side.
Nowadays, publishing yacht listings on your web site is not enough to reach potential buyers. A good market-
ing strategy is to reach propects where they are most likely to be.




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




                                                                                                                                             02




                                                                                                                                              03




                                            01                                                                                               04
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         01 Baltic Yachts              02 Baron Trenck                03 Novurania               04 Feadship
                                            Sea trials success for        Eurocraft has confirmed        Novurania seeks new        Feadship has launched
                                            Baltic’s 66.7 m Hetairos      the delivery of its first      distribution route in      the fifth hull in its F45
                                                                          explorer vessel                Mediterranean              range




72
 EVENTS




                                                 News around
                                                 the world
                                                 Abu Dhabi MAR acquires HDW
                                                 Gaarden
                                                 Abu Dhabi MAR has confirmed the acquisition of Kiel-based shipyard
                                                 HDW Gaarden, formally part of ThyssenKrupp Marine Systems AG.

                                                 The newly formed company, operating as Abu Dhabi MAR Kiel GmbH,
                                                 will retain the existing infrastructure, including all 172 employees,
                                                 and continue with its current projects. These include a 75m supery-
                                                 acht that is currently under construction.




Captain’s                              Holland Yacht
forum                                  Experience




New Zealand embraces superyacht        Cannes first stop for Holland Yacht
industry with captains’ forum          Experience
                                       Cannes has been elected ‘home’ by a
                                                                               Marina
                                                                                                                         AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




Delegates attending the Superyacht     pioneering business that showcases
Captains Forum, which takes place
from 15 to 16 September 2011, can
                                       the best of Dutch yacht building and
                                       marine services under one roof.
                                                                               Programme
look forward to a wealth of informa-   The Holland Yacht Experience, which     IGY marina programme partners with
tion that will supplement the ex-      opens in the middle of the Cannes       Kornreich and Merril Lynch. Island
pected surge in superyacht business    International Boat Show on 8 Sep-       Global Yachting (IGY) has announced
in New Zealand in 2012, said Chair-    tember, is an office complex in the     a new strategic partnership for its re-
man Garry Hassall.                     redeveloped harbour of Port Canto.      launched marina loyalty programme.
                                                                               .



                                                                                                                          73
                                         DESIGN




                                                                                                                                   02




                                                                                                                                   03




                                           01                                                                                      04
AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




                                         01 Tony Castro            02 Newcruise            03 Guido de Groot            04 Sunrise
                                            Tony Castro unveils       Newcruise unveils       Guido de Groot Design        Sunrise Yachts
                                            designs for 35 metre      superyacht project      has unveiled a new           introduce new 50 metre
                                            superyacht                Rebel                   project, the Selene 128      Espen Oeino design




  74
   DESIGN




                                                  Yacht Design
                                                  News
                                                  MCC goes neo classic
                                                                                  MCC Design will display a model
                                                                                  of this project at the Monaco Yacht
                                                                                  Show. Stylistically The Neo Classic
                                                                                  is a blend of modern minimalist
                                                                                  simplicity coupled with classically
                                                                                  efficient hull design. The classicism
                                                                                  is at its strongest in a bow that goes
                                                                                  beyond a simple vertical line to an
                                                                                  even more graceful slightly curved
                                                                                  one echoing the 19th century
                                                                                  dreadnought bow.




Ned Ship       Pearl 75
Group selected design




Strand-Craft and the designer of the    Pearl Motor Yachts, one of the UK’s
SC 122 and SC 166 projects, Eduard      leading luxury yacht builders, has
Gray, have selected NedShip Group       announced a special collabora-
                                                                                Superyacht
                                                                                                                           AZIMUTYACHTCLUB • ISSUE SEPTEMBER 2011




as their preferred shipyard, able to    tion with a world renowned British
built these designs to the highest
possible standards. The success of
                                        interior designer. Kelly Hoppen MBE
                                        is one of the most in-demand interior
                                                                                explorer
the project does not only rely on the   designers in the country. Kelly has     To spend leisure time with family and
extraordinary look of these yachts,     been brought on board to design the     friends, as well as to explore the sea
but also on the use of advanced light   luxury interior of the flagship Pearl   in an adventurous manner are de-
weight composite materials as Epoxy     75, which will be launched in early     mands that the new explorer should
and Carbon.                             2012.                                   meet.




                                                                                                                           75
Custom                                            Luxury Real Estate




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




Luxury Niche media specialists - Connect your business to affluent and target-
ed readers online, in print, in social networks or on ipad across the world.

We manage The Yachting Network and The Realty Network as well as 10
niche magazines in the luxury yachting and luxury real estate markets. Your
message will reach high net worth individuals.




Welcome to Latitude 26 Luxury Niche Media and Vertical Markets Agency
We specialize in coupled online and offline luxury marketing strategy and social media
marketing campaigns.
  Yacht Brokerage
  & Charter


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   AZIMUT
 YACHT CLUB
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Phone: +41 (027) 483 12 20

				
DOCUMENT INFO
Description: Azimut Yacht Club magazine presents Luxury Azimut Yachts for Brokerage and Charter. All clients using our yachting solutions get their Azimut yacht listings printed in our monthly magazine. As well, it includes articles about social media marketing strategies applied to the yachting. October 2011 issue Luxury Azimut yachts brokerage and charter worldwide. Editor The Yachting Network - Olivier Baelde