Superyacht Marketing
Over the years yacht shows have developed in to not just a place to do business but also a key component in a company’s brand strategy. Having spent 20 years attending and creating photo and film content at shows all over the world for a large range of clients we have learnt a few tricks that will help ensure success for all.
RELAX. It’s a yacht show not a photo studio. You will never get everything you want because you will not have the control you think you will have. For the most part we are observers not directors. Shows will take on a life of their own, plans will change, and priorities will shift so you need to create a shot list and schedule that is flexible. Start with a few easy to get priorities and build from there. Alternatively give the team an overall brief and release the reins trusting them to capture and deliver what you need. If you don’t get everything, its ok another show is just round the corner.
THINK. Where does this show fit within your brand story? What can be captured and produced to enable you to keep feeding your story. What holes can it fill in your media strategy. By doing this you will help answer the questions like -
What really needs to be shot.
Where and how will it be used - social media, you tube, portrait, landscape?,
When does it need to be published - during the show, after the show or both?
What style should it be - fun, uplifting, serious business, corporate?
TEAM. A show is often the best place to show how your team reflects your brand. No other external event will have so many of your team engaging with clients and suppliers. This presents a unique opportunity to capture great content showing how your brand lives through your team. Take advantage of this.
REST. Give the shooting team time to rest, eat an drink. Carrying gear and shooting all day and night followed by editing in to the small hours day after day can be a tiring gig. So take care of them, treat them with the respect professionals deserve, listen to their advice and the payback will be a motivated energetic buzzing team who are excited to get great creative content for you.
DONT attempt to shoot a yacht at a show you will not get what you expect and your time and money could have been put to better use.