2012 yacht brokerage university: ft lauderdale, fl...2012 yacht brokerage university: ... director...

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