Zwijnenburg’s Post

SHOWING YOU WHAT OUR MEMBERS ARE DOING: Fundamental Marine Developments

Venice Boat Show… this could have been an email. Beautiful location, but do we need all these smaller boat shows? I see an increasing number of shipyards doing intimate, private events for clients, brokers and dealers alike. These allow for a more personal connection over shared experiences and memories. There, the shipyard controls the environment and the narrative. As a result, the brand's status is raised, compared to being just another booth in a row of competitors. Boat shows are necessary, as they allow buyers access to a wide variety of yachts within walking distance. Yet only major shows such as Cannes or Monaco attract enough of the fleet and new models to truly make them interesting. The smaller yacht shows are limited in their scope, and therefore their usefulness is questionnable. Is the investment in time and capital worth it? In the current climate, everything is about ROI. Are fewer, bigger yacht shows combined with more private events the way to go? Let me know your thoughts below 👇

Have you already read the Monaco Yacht Show S.A.M. Market Report 2024 ? If not, I really recommend this lecture. You can lear all about the most important numbers in terms of the recent show, industry facts and updates, the market outlook and trends in yachting. This is a great recap of what has been happening in the #superyachtindustry recently, but the report also gives us a peek into its future. You can download the document from the SuperYacht Times page I share here. https://lnkd.in/dvdbVfsC #superyacht #superyachttimes #monacoyachtshow #yachtingworld #yachtingindustrynews #businessanalytics

Case Study: How to burn bridges and influence people detrimentally VIDEO: KICKED OUT at the Monaco Yacht Show!  https://lnkd.in/dajgmsjv This video is a perfect example of how NOT to handle PR. The marketing people at Amels/Damen Yachting thought it was clever to eject from their MYS stand the high-profile yacht industry YouTuber, ‘eSysman’. His ’The Yacht Report’ channel has 300,000 subscribers and viewing figures that most shipyards can only dream of. Worse, they ejected him and his colleagues while the camera was rolling. In the video, ‘eSysman’ explains Amels’ beef with him. The animosity stems from recent communications exchanged, wherein the YouTuber had had the audacity to inquire into a yacht in build by Amels, involving the sanctioned and now-dissolved, Monaco-based yacht manager, Imperial Yachts. The details of the case aren’t important, but it highlights the mockery that is ‘journalism’ in the superyacht sector. Relationships between shipyards and the media are incestuous and symbiotic. Publishers can’t simply go out and charter or purchase a superyacht in the way that, let’s say, motoring press can, to review a new model. Yachting media are granted access by shipyards in return for glowing coverage that often verges on grovelling, or ‘arslikhan’, as Private Eye would call it. By the same token, most yachting media rely on shipyards for advertising and sponsorship of their events, so genuinely critical comment is as rare as hens’ teeth. One veteran yacht marketer at a major shipyard once spoke about the contempt in which he held yacht industry publications. “They need our advertising dollars, so the worst criticism they’ll publish about one of our yachts might be about the colour of the curtains, just to make it look like real journalism.” And this is why the spat between the Amels/Damen PR and marketing people and ‘eSysman’ happened in Monaco. Media Relations in the superyacht industry is an artifice, because there is rarely any negative or controversial press. Just ask the Italian Sea Group CEO, Giovanni Costantino, in the wake of SY Bayesian sinking, or Oceanco about how they handled (or not) the proposed dismantling of the Koningshaven Bridge in Rotterdam, to allow SY Koru to pass. When real PR is required and real journalists call, they’re all at sea. PR is a delicate balancing act. It is not simply organising jollies for friendly journos and social media luvvies. It’s about building relationships with journalists and forging mutual trust. Making it up as you go along and going out of your way just to ‘stick it’ to someone you don’t like invariably backfires. For Amels/Damen in Monaco, this gaffe was an unforced own goal. eSysman just stopped by for coffee; what better chance for Ms Flavell and colleagues to invite him upstairs for a friendly chat? Instead, they were petty, vengeful and have made themselves look hostile. That’s not a good look. 110,000 views and counting… #PR #media #AMELS

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The Cannes Yachting Festival has now been over for about a week, and we would like to sincerely thank our visitors and customers for the good and constructive conversations. There were some very interesting and in-depth discussions, as well as exciting projects that, despite the challenging times, are taking shape here and there and are already underway. However, we must unfortunately acknowledge that both the number and quality of visitors this year noticeably fell short of expectations and past years’ experiences. This perception was shared by the majority of exhibitors. While this cannot be ignored, water sports and sailing remain very much alive, and we are still here for you – whether it be in the classic, cruising, or competitive sailing sectors. We are closely connected to the shipyards and deeply rooted in this industry. Remember: At INCIDENCE Sails, we are the sailmaker that produces everything in Europe, specifically in France. Whether it’s the membrane and filament production or the materials we use – everything comes from Europe. This is also a guarantee of the outstanding quality of our products. We are looking forward with great anticipation to the Vendée Globe, behind which lies three years of hard work – work that is greatly appreciated by our customers and teams. In the past two years, we have seen significant growth and have reclaimed a strong market share of 40%, thanks to the excellent quality of our filament membranes. The recent successes speak for themselves. Our next international event will be the METS in Amsterdam in November, followed by the Düsseldorf BOOT in January next year. We look forward to seeing you there and moving forward together into the future of water sports. #incidencesails #poweredbyincidencesails #madeinfrance

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Cannes boat show 2024 is over. Thanks to all partners, clients and visitors which took their valuable time to be there. If you asked me this was one of the most chalinging and mysterious Cannes boat show ever and this was number 16 for me in row. What this means? At first look boat show was amazing, lot of visitors, all relevant exhibitors, lot of new products, brands, participants, decent athmosphere.... but after final bell lot of questions and doubts remain in the air concerning current moment of boating industry, future development and direction of overall nautical business. I am not talking only of future models, new materials, new technologies, new products...My thoughts are with hundred, thousands of small companies in the industry( smal dealership, smal charter operators, small service providers...).For all of you who will participate at Cannes boat show during coming years answers will be there. For rest of you just enjoy in current moment of your lifes and take care for real values.