Super-sell for superyachts

By ELLEN READ

Superyachts gobble up millions of their owners' dollars, yet they are hardly ever marketed properly when being sold or chartered.

That was Bryan Evans' view when he visited the international superyacht fair in Fort Lauderdale, Florida, three years ago.

"The marketing was fragmented and didn't support the quality of the products."

His response - with fellow Auckland businessman Rob Gleed - was to set up a company to fill the gap.

Superyacht Media is a hybrid marketing company aimed specifically at the international superyacht fleet and its associated marine industries.

With backgrounds in sales and marketing, Evans and Gleed produce state-of-the-art interactive DVDs, brochures and printed material, websites, photographs, CD-Roms, videos ... the total marketing package. They will even organise low-key sponsorship, crew presentation and clothing.

Flung into the deep end during the America's Cup, which provided an opportunity to break into the superyacht circle, the company is building up a portfolio of international contacts and products.

Superyacht Media has nine projects on the go with many more on the upcoming list.

"We're really confident and very happy with the growth," Evans said, adding that the superyacht community was small so establishing a good reputation among clients was vital.

The DVDs the company produces can follow a yacht from construction to launching and beyond and are used for chartering and/or selling the vessels as well as for owners' personal records.

A state-of-the-art, high-definition aerial camera is used, and footage of the yachts is put to music to convey the message the owner wants.

"We're showing the boat below decks, above decks and from the air, and we can make it interactive so people can choose what they want to view," Gleed said.

"What we use is basically Lord of the Rings camera technology, which has been a strong selling point, being able to make that association."

Gleed already had a successful digital presentation studio and Evans has a marketing consultancy, but the pair decided to establish a new, separate company for the superyacht venture to reinforce its niche target.

"We've got such a good product to work with and we're passionate about it, so we wanted to be really niche focused, which is why we formed the new company instead of doing bits and pieces for it from our existing ones."

The pair believe Superyacht Media is unique in its approach and, after positive feedback from the target market, the company is planning to hire representatives in Florida and Monaco.

Building on the contacts established during the America's Cup, the pair are following the international superyacht community as members return to their home ports.

Evans believes the next cup challenge being in Europe will expand their business as they build on New Zealand's reputation in the industry.

They are also focusing on New Zealand marine builders, helping them to raise their standard of presentation to match their products.

"If New Zealand could be as famous for its marketing as we are for our boatbuilding skill, then we'd be world dominant," Evans said.

They are also keen to promote New Zealand as a cruising destination and work in with Marex, the marine export group, to do this.

While business advisers would shudder, Evans and Gleed took a non-traditional approach to establishing the company. There were no business plans, market research or bank approvals (they financed it themselves).

Tied into the America's Cup schedule, they launched Superyacht Media in October to take full advantage of the racing.

"It's a moving target and you change tack all the time," Evans said, explaining the aversion to business plans.

Further reading: nzherald.co.nz/marine