March 7, 2011
We asked respondents to share their thoughts on the best way to market a charter yacht. To read the full story about this month's survey, click here.
Word of mouth and flyers,
Broker open houses, charter shows, Web sites and bend-over backwards for the guests.
A combination of word-of-mouth, charter brokers and captain lead marketing.
Decide first what type of clients you want to cater to and focus your marketing dollars and crew services there.
It should be a collective effort, involving a central agent with the charter brokerage and cooperation from the owner to allow for it properly in the schedule. The owner should also allow the captain and crew the proper budget to maintain the yacht to the standard necessary to at least be competitive in the market, without having to severely discount the rate.
Service and reputation. A happy guest means happy brokers and more business for the yacht. It’s easy mathematics.
Have a yacht people want.
Use www.superyachts.com. It eliminates the middleman.
With professional charter agencies.
Brokers are necessary, but the captain and crew are what make it happen and are responsible for the yacht’s reputation.
Via charter brokers. Get ’em onboard, get ’em familiar with the crew, show ’em the boat, but make sure that there are drinks and nibbles for them.
Hotel employees, TV, magazines, and direct mail to former charter guests.
Roll up your sleeves and contact past clients. Keep in touch with them year after year. Contact other brokers often. Offer incentives. Have regular broker showings and shmooze them a little, maybe a little cruise, appetizers, music, a little fun. You must try to keep the boat on the front lines so the brokers think of your yacht first. Maybe additional incentives for the brokers.
Crew, Crew, Crew. Have the right attitude with the guests at all times, and if one crew doesn’t perform, push him behind scenes and keep smiling. Work to please the guests as a challenge and not only for the tip. And finally, don't undersell your charter rate. The guests get what they pay for.
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