2012 yacht brokerage university: ft lauderdale, fl...2012 yacht brokerage university: ... director...
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2012 Yacht Brokerage University: Ft Lauderdale, FL
WelcomeCourtney Chalmers Director of Marketing, YachtWorld.com
Keynote: State of the Industry
BoatWizard 2.0 Tour
Lunch Presentation: Selling to the Generations
Marketing in the Digital Age
Moderated Panel I: Yacht Brokers & Brokerages
in 2011
Moderated Panel II: Putting Today’s Best
Practices into Action
State of the Industry Ian AtkinsVP YachtWorld
Tim ClaxtonDirector of IT
The Network Effect on the Industry &
YachtWorld
New Social Sharing Platforms
Market & Industry Trends
New Technology & Product Overview
Oracle Racing unwittingly posted a promotional video for “Ben Ainslie Racing” to their YouTube page for just a few minutes.
So what, right?
Big Ben, Little Leak
WR
ON
G…
Your NetworkHaving a website is not enough
The New Luxury BuyersHow are they finding your inventory?
The Modern Sales Funnel
How are they finding your brokerage?
PURCHASE
FIRST HEAR RESEARCH
DECISION?
Today’s modern buyer has control over 75% of the sales cycle. Insert yourself strategically
within the cycle.
Expanding Your Network
Size Does Matter
Path to the BuyersEarned Media Marketing
Exposure
Segmentation
Engagement
Exposure: YachtWorld’s Network
Online consumers visit an average of seven sites before reaching their final destination. Data distribution places your inventory across multiple sites.
(Source: Jupiter Research)
Exposure: YachtWorld’s Network
Inbound Marketing: The Internet marketer’s organic toolbox. The
YW Facebook Inventory Feed accommodates major shifts in search engine ranking criteria.
23 Portal PowerhouseYachtWorld’sInternational Reach
Danmark Deutschland España
France Italia Россия
Nederland Norge Suomi
Sverige United Kingdom Australia
Exposure: YachtWorld’s Network
Segmentation: Social Sharing Platforms
Beyond Facebook, Twitter & Google+, new sharing platforms include:
9 million moms
connect, share advice
on family finance,
vacation ideas,
lifestyle, etc.
92% of women share
good finds with
friends
Online pin board
where users organize
& share what they’re
passionate about.
Users can follow &
“re-pin” information
Share mobile videos
to everyone you
know.
Share them live as
you record or later
with one person or
many.
Segmentation: Social Sharing Platforms
Brings groups of
people together that
want to help each
other, gain feedback
and online exposure
– all for $5.
Community of
questions & answers.
Fast-growing;
yachting topics are
active conversations
Community for users
to review dealers,
brokers, marine
service providers and
more.
Reviews are indexed
& appear within
Google Places
Beyond Facebook, Twitter & Google+, new sharing platforms include:
Segmentation: Social Publishers
Social publishers are relevant, personalized
and allows users to customize their content.
Segmentation: Niche Sites
Destination-focused;
not boat-focused
Research tools
Improved SEO
Editorial & destination
reviews
Engagement: Online Gaming
Engage and reward your fans.Share it, watch it, follow it, check it & earn it. All in one place.
Increase in web-based games that encourage people to participate and leave their info.
Engagement: Online Gaming
Users will more likely provide their email
address & profile for points acquisition
Engagement: Online Gaming
Users have access to prizes and other peoples’ activity, encouraging more sharing
Expect an increase in web-based
and social platform-based games
that consumers want to play.
YachtWorld ImpactHow a targeted network drives activity
Increased traffic
Increased search activity
More targeted leads
Adobe SiteCatalyst
Traffic & Activity Impact
31% more unique visitors per month to YachtWorld.com
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Un
iqu
e V
isit
ors
2010 2011
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Se
arc
hes
Top 10 Searched Manufacturers
2010 2011
Adobe SiteCatalyst
Traffic & Activity Impact
More active visitors conducting nearly 200% more searches for the top builders
Traffic & Activity Impact
YachtWorld sends you highly targeted leads as 8.1% of them
purchase a boat. What are they buying?
15' - 19'6%
20' - 24'19%
25' - 29'19%
30' - 34'21%
35' - 39'17%
40' +18%
Market Impact
Expansive networks drive sales
U.S. SoldBoats.com Data
Florida SoldBoats.com Data
SoldBoats.com – Power vs. Sail
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2010 2011
Valu
ati
on
(B
illi
on
s)
Un
its
Units Valuation
US Units Sold & Valuations
Unit sales were down 3%; Valuations were up 3%
Units Sold & Valuations by Length
The bigger the boat, the stronger the sales increase
-4.50%
-3.50%
-2.50%
-1.50%
-0.50%
0.50%
1.50%
Under 35 ft 36-45 ft 46 ft +
YO
Y C
han
ge in
Un
it S
ale
s
$0.00
$0.50
$1.00
$1.50
$2.00
2010 2011
Valu
ati
on
s (
Bil
lio
ns)
Under 45’ Over 45’
Units Sold & Valuations by Length
The bigger the boat, the stronger YOY value
increase
Down
4%
Up
12%
$0
$150
$300
$450
$600
$750
0
40
80
120
160
200
2010 2011
Va
luati
on
(M
illi
on
s)
Un
its
Units Valuation
US Superyacht Sales Data
Units sold were up 10%; valuation was up 54%
$0.0
$0.2
$0.4
$0.6
$0.8
$1.0
$1.2
$1.4
$1.6
$1.8
0
1,000
2,000
3,000
4,000
5,000
6,000
2010 2011
Valu
ati
on
(B
illi
on
s)
Un
its
Units Valuation
FL Units Sold & Valuations
Unit sales were down 1%; Valuations were up 17%. Powerboat
sales more important in FL (87%) than in US (81%).
FL YOY Unit Sales Change by Length
-5.50%
-4.50%
-3.50%
-2.50%
-1.50%
-0.50%
0.50%
1.50%
Under 35 ft Over 36 ft
YO
Y C
han
ge in
Un
it S
ale
s
FL YOY Valuation Change by Length
-4.50%
-3.50%
-2.50%
-1.50%
-0.50%
0.50%
1.50%
Under 35 ft 36 to 55 ft Over 55 ft
YO
Y C
han
ge in
Valu
ati
on
$0.0
$100.0
$200.0
$300.0
$400.0
$500.0
$600.0
$700.0
0
20
40
60
80
100
120
2010 2011
Va
luati
on
(B
illi
on
s)
Un
its
Units Valuation
FL Superyachts Units Sold & Valuations
FL brokers sold more than half of the superyachts and
>85% of total sales valuation
Market Outlook
2012 Consumer & Industry Expectations
Consumer spend expectations
Interest rate forecast
Impact of Euro on U.S.
Industry Outlook 2012
Industry Outlook 2012
Mobile/Tablet Focus
Boat Wizard Enhancements
YachtWorld Enhancements
Custom Sites & Facebook Pages
Industry-Leading TechnologySupporting Network Expansion
YachtWorld iPad App BoatWizard iPhone App
Mobile & Tablet Development
Boat Wizard 2.0 Enhancements
Boat Wizard Reporting Dashboard
All sourcesOmniture-basedDrill downTrending
• Bulk lead import
• Multi-channel import
• Management reports
• Enhanced lead assignment
• Lead notification and routing
Lead Management
Darryl Torckler/The Image Bank/Getty Images
YachtWorld.com
• Search Engine Optimization (SEO)
• Social Media Links
• Improved make/model browsing
• User profiles
• Quick & easy registration
• Link to Facebook Profile
• Increased engagement
• Tailored experience
• One-click leads
YachtWorld.com User Profiles
Custom Sites
Going Social / Mobile