2012 yacht brokerage university: ft lauderdale, fl...2012 yacht brokerage university: ... director...
TRANSCRIPT
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2012 Yacht Brokerage University: Ft Lauderdale, FL
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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
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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
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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
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WR
ON
G…
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Your NetworkHaving a website is not enough
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The New Luxury BuyersHow are they finding your inventory?
The Modern Sales Funnel
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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.
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Expanding Your Network
Size Does Matter
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Path to the BuyersEarned Media Marketing
Exposure
Segmentation
Engagement
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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)
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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.
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23 Portal PowerhouseYachtWorld’sInternational Reach
Danmark Deutschland España
France Italia Россия
Nederland Norge Suomi
Sverige United Kingdom Australia
Exposure: YachtWorld’s Network
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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.
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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:
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Segmentation: Social Publishers
Social publishers are relevant, personalized
and allows users to customize their content.
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Segmentation: Niche Sites
Destination-focused;
not boat-focused
Research tools
Improved SEO
Editorial & destination
reviews
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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.
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Engagement: Online Gaming
Users will more likely provide their email
address & profile for points acquisition
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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.
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YachtWorld ImpactHow a targeted network drives activity
Increased traffic
Increased search activity
More targeted leads
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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
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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
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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%
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Market Impact
Expansive networks drive sales
U.S. SoldBoats.com Data
Florida SoldBoats.com Data
SoldBoats.com – Power vs. Sail
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$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%
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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
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$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%
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$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%
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$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%).
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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
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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
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$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
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Market Outlook
2012 Consumer & Industry Expectations
Consumer spend expectations
Interest rate forecast
Impact of Euro on U.S.
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Industry Outlook 2012
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Industry Outlook 2012
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Mobile/Tablet Focus
Boat Wizard Enhancements
YachtWorld Enhancements
Custom Sites & Facebook Pages
Industry-Leading TechnologySupporting Network Expansion
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YachtWorld iPad App BoatWizard iPhone App
Mobile & Tablet Development
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Boat Wizard 2.0 Enhancements
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Boat Wizard Reporting Dashboard
All sourcesOmniture-basedDrill downTrending
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• Bulk lead import
• Multi-channel import
• Management reports
• Enhanced lead assignment
• Lead notification and routing
Lead Management
Darryl Torckler/The Image Bank/Getty Images
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YachtWorld.com
• Search Engine Optimization (SEO)
• Social Media Links
• Improved make/model browsing
• User profiles
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• Quick & easy registration
• Link to Facebook Profile
• Increased engagement
• Tailored experience
• One-click leads
YachtWorld.com User Profiles
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Custom Sites
Going Social / Mobile