Super Yacht Events Marketing Tips
In order to secure targeted ultra-high-net-worth individuals (UHNWIs) one has to do a number of things. I have listed below ideas to get your brand sailing.
- Secure Global Positioning of your Exact Match Searchable Keywords and Phrases Domain Names.
- Network with the elite and with business owners. Although social media may be good for the average person you will find the elite may be found on Instagram and LinkedIn and may tweet on the odd occasion using Twitter. Other than that networking can be a bit difficult if you do not know where to look.
- Network, with Millionaires, Billionaires and Royalty and send them your brochures or Luxury Gift directly to their offices. (Snail Mail Not Email) the reason why not email as half the time it will not get read or will end up in the junk/spam folder.
- Create a Link Wheel driving Luxury Brand Users to Your Brand. Set up a Luxury Website and Drive traffic to your mothership.
- Influencer Marketing where the said individual have their large number of followers. Influencer marketing focuses on a select group of targeted users. The prime example is to use a prominent figure to ‘influence’ a target market. Indeed, Verb Brands, a luxury digital agency based in London, estimates that 70 per cent of all adult purchasing decisions are driven by online content. “The superyacht industry needs to focus more on using digital to assist traditional marketing,” believes Chris Donnelly, founder and managing director of Verb Brands. “Luxury hotels do huge influencer campaigns that are semi-offline, where they will get travel agents to stay at one of their resorts for the weekend and sell the idea to the travel agent. Then those agents sell it to the client.”
- Set Up an Expo Stall at places such as https://www.theeliteevents.com/london/ and https://www.greatbritishbusinessshow.co.uk
- Sponsor Events and have your Business mentioned on all the advertising banners.
- Sponsor a Luxury Business. If a business has or needs advertising such as a Luxury Real Estate Firm, Advertise their business in exchange they advertise yours. If you invest in them they are more likely to invest in you.
- Advertise in Luxury Magazines and also in Newspapers, such as the Financial Times, Observer and Guardian.
- Partner with Elite Companies, offer to advertise their brand on your website in exchange for an advertising banner on theirs.
- Offer affiliate marketing and get bloggers to advertise your brand in exchange for a commission on a sale. You can use companies like Awin, Rakuten Linkshare and Sharesale to promote your brand.
- Advertise near places the elite like to shop. If its in Knighsbridge London put banner ads on Bus Shelters, Buses, obviously the average person is never going to buy but the person who has money will.
- Advertise on inflatable adverting blimps in places that the elite will see. Imagine a super yacht in the sky.
- Design apparel and merchandise to match your niche and sell it inside places like Harrods, Selfridges and Harvey Nichols. You will get your foot in the door whilst upselling to the elite on their shopping days out. Your advertising brochure can be put into the shopping bag.
- Host a party on your yacht and send out complimentary tickets to the rich and famous. Once the party has started they will spread brand awareneness through word of mouth and even become loyal customers.
- Have an art class (VIP Tickets) where you get a well known fine art painter to teach people how to paint their dream yacht.
- If you are in the business of selling yachts get the fine art painter to sell commissioned paintings.
- Host promotional parties at venues. Reseach what rich and famous like and make the party around the theme. For example host a party that may be promoting the most expensive alcohol in the world or gem collections.
- Contact Family Offices and become a member, there you will be able to mingle with Royalty.
- Set up your own Luxury Living Website and capture the leads yourself.
Website and social media presence
Many extravagant brands are now embracing client-created content otherwise known as user-generated content (UGC) on social media because this is a powerful technique to promote authenticity. Short video recordings and photographs of the product will be more captivating and engaging for potential clients if the posts are created by people rather than through an orchestrated campaign. For instance, if a 35-year-old UHNWI sees a video or series of pictures started by a peer, they are more likely to react to that than to a static or constrained marketing image. Thus a result, in recent years there has been a shift in correspondence; there is now an exchange of dialogue between the organization and the customer instead of the discussion being directed by the brand.
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