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Social Programme now available
Thursday 11th December
09.00 – 11.00 - Networking Breakfast and Registration
11.00 – 12.00 - Keynote Paper
A leading light from the international world of advertising, marketing and brand development will deliver his candid views on the current state of marketing the large yacht business. This keynote delivery will set the scene for the two days of debate and discussion.
Simon Lambert - Pointactive Ltd
12.00 – 13.00 - The Art of Marketing
How creative and artistic your marketing is, can say a lot about your focus and approach to your target audience. A panel of creative minds will discuss the way in which image and creativity can add huge value to your proposition and how you want to engage your clients. Words can say what you mean, but without the design and images to support them, it can be a wasted message.
Malcolm Hall - Compass Design
David Holzer - Compass Design
Peter Neumann - MMS - Marine Marketing Service GmbH
Oscar Faragher - Quantum Leap Design Group
Roger Gray - The Big Picture
13.00 – 14.30 - Lunch
14.30 – 15.30 - Building a Business & Marketing Strategy
The idea that companies have little or no time to create a marketing plan is common to our industry, however this can lead to unnecessary spend, excess time wasted making decisions through the year and ultimately a wasted budget. This session will discuss and demonstrate the value of planning and developing a clear marketing strategy linked to a business plan and sales forecast. The role of marketing linked to the sales process will be raised, along with the effective measurement of success.
Laurent Perignon - Camper & Nicholsons International
Julie Drummond - The Big Picture
Simon Lambert - Pointactive Ltd
15.30 – 16.30 - Show of Strength
With so many events, exhibitions, parties and sponsorship opportunities, it is hard to participate at everyone, but it is vital when you decide to exhibit or sponsor that you stand out and get counted. It is easy to find a proven show, or a new show, throw money at a stunning stand/booth, but how you make sure your target audience know where you are, is often the vital missing ingredients. This session will highlight the do’s and don’ts of working with events, making sure your investment delivers on your expectations.
Farouk Nefzi - HISWA
Clive Bartlett - Saltwater Communications Ltd
Jeremy Doe - Oxygen exhibitions Ltd
16.30 – 17.00 - Tea Break
17.00 – 18.30 - The Great Brand Debate
Some of the world’s leading large yacht brand managers will discuss and debate the value of a brand and how important it is to protect it. Understanding what a brand means, how it communicates and why it should never be tampered with are on the agenda. Coupled with snapshot reports on the thought process, budgeting and development of their own international brands.
Laurent Perignon - Camper & Nicholsons International
Lisa Peck - YCO
Alison Craddock - OCEAN Independence sarl
Patrick Coote - Fraser Yachts Monaco S.A.M.
Mark Duncan - Yachting Partners International
19.00 – 22.30 - The Marketing Mixer – Dinner, Drinks and Discussion
Friday 12th December
08.00 – 09.30 - Networking Breakfast
09.30 – 10.30 - Setting Budgets and Sticking to them
How much should you spend on marketing is one of the most important questions in our business today. Too much and your management team can resent the marketing function and what it delivers. Too little and you experience a blame culture directed at the marketing team. This session will aim to deliver working models and examples of how to set realistic budgets, targets and objectives for marketing spend, but most importantly how to stick to them and not veer off with new, exciting and irresistible opportunities, that may or may not reap rewards.
Laurent Perignon - Camper & Nicholson International
Clive Bartlett - Saltwater Communications Ltd
10.30 – 11.30 - Being Seen in the Right Pages
“The pen is mightier than the sword” as some bright spark once wrote and if you can engage and educate the world’s editorial teams then the value of column inches can be exponential. A team of editorial & publishing experts will discuss the best way and most effective way of guaranteeing great editorial coverage and ultimately engaging the reader and your target client with some words of wisdom. The function of editorial as a marketing opportunity will be raised and the panel will discuss the best ways of working with the media.
Justin Ratcliffe - Freelance Photojournalist
Phil Draper - Yachtbuilder International
Clive Bartlett - Saltwater Communications Ltd
11.30 – 12.00 - Coffee Break
12.00 – 13.00 - The Power of the Digital World
Having a great website is only part of the digital world, the most important thing is to make sure it is found, read and interacted with. The power of the internet is vast, as is the myriad of ways you can lose yourself amongst the billions of pages being loaded every hour by the global population of users. Two leading experts from the world of digital marketing and web development will deliver their views on the world wide web, the current large yacht digital platforms and how the power of the digital world can be effectively harnessed.
Mike Dean - Equiom Trust Company Limited
Steve Filler- Videojug
13.00 – 14.30 - Lunch
14.30 – 16.00 - Do you have to Advertise…The Alternatives
We have often heard from a variety of companies that have made the bold statement, we don’t need to advertise. But ultimately there may be other ways in which you market without the need for pages and pages of advertising amongst the myriad of other marketing campaigns, in essence all blurring into one mass market. This session will explore the ways in which some clients keep a low profile in the media, but maintain a high profile amongst their targeted clientele. Knowing who your customer is, what engages him and how to reach him, may in fact detract from the need to spend several thousand euros on typical advertising, this discussion will explore more targeted and intelligent ways of investing your budget.
Peter Neumann - MMS - Marine Marketing Service GmbH
Simon Lambert - Pointactive Ltd
Simon Harrop - BRAND sense agency
Mark Duncan - Yachting Partners International
16.00 – 16.30 - Conclusions & Close
Please note that these times may be subject to change.
Social Programme now available
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