Yacht Marketing Trends

CYMI, superyacht sales are BOOMING, and Americans own nearly a quarter of the global fleet. For all boats sold, about 1 in 5 sales happen in Florida, which is why I spent time this year at FLIBS - to observe the market and to spend time aboard some amazing yachts, with our clients at Alpha Yachts.

For the uninitiated, the Fort Lauderdale International Boat Show is the largest in-water show in the world and with the best of the best & nearly every player in the industry in attendance, it’s a display of the leaders in marketing. 

Here are three things I saw the best brands doing, and are actions you can implement into your business:

BRING YOUR BRAND ALIVE

One of the best activations I saw was Hacker Boat’s VIP Tender, which was available to transport patrons to and from Pier Sixty Six Marina. Wooden boats like this are works of art typically displayed on the hard to showcase the incredible craftsmanship, but to allow attendees to GET IN AND GO is a special experience sure to leave a lasting impression. For those who were not familiar with the brand, it’s a great awareness campaign and for interested buyers, it gives the sales team an opportunity to get the buyer to “touch and feel” the product right away. When evaluating an event sponsorship, anytime you can offer a unique experience, you’re sure to have a positive ROI. 

BE SOCIAL

This is one of the busiest boat shows I’ve ever been to. But in all of best interactions we had with brands, the brand representative really took their time with us, got to know us on a personal level, and then reconnected after the show- MOSTLY through social media. The connections were happening in the DMs- checking in where people were, getting dock directions, sharing photos and tagging each other. Social media is an enhancement to in-person connection and should not be ignored. This is what we specialize in at AFMKTG: connecting with key points of contact, influencers, brokers, and other brands to strengthen the relationship that was formed at an initial event through social media and email marketing. 

TELL ME A STORY

There’s no better storyteller than Mr. Roberto Aboumrad, founder of Alpha Custom Yachts. From sharing how his family utilizes the layout of the flybridge, to showcasing the commercial ice machine and his favorite drinks, to chatting about the incredible anchorages you can reach with the shallow draft of the Spritz 102, every feature of the yacht he shows has a story, an anecdote, a special feature that helps buyers feel connected to the vessel. Brands that can tell a story that is compelling, connecting and repeatable - well - those are the brands that win. And that’s what we help brands do at AFMKTG.