26 September 2016

10 Jul 2014

Not the nine o'clock news


Like most media entities SuperyachtNews.com circulates a weekly newsletter to the industry. This is intended to be a succinct summary of what The Superyacht Group is doing across its portfolio of editorial, intelligence and events divisions, coupled with a small serving of opinion on the topical matters of the day.

This may be of interest to some, and a source of frustration for others. But we try to adhere to a policy of ‘quality over quantity’, offering our readers a balance between original content and an easily accessible compilation of the biggest stories of the week.

We receive countless company newsletters on a daily basis. Unfortunately, a significant portion of these amount to little more than a month’s worth of press releases, repackaged, and this can trigger the clicking of the ‘delete’ button. It is not useful or constructive to receive the same information regurgitated and this propensity to do so means that a valuable piece of information may be lost in the mire.

However, there are a number of companies that are taking a unique approach to the way they package their newsletters, and this is forging new ties between business and media, something that is all too often sorely missing within the superyacht industry.

Nautor’s Swan has carved a niche out of industry communications with its ‘Arrow’ newsletter, which strikes the perfect balance between detailed updates on the progress of its latest projects, with insightful owner interviews. Press officer, Alessandra Ghezzi said that the newsletter serves as a powerful tool for engaging with owners  because of its focus on the human element of yacht ownership. “We came up with ‘The Arrow’ idea to try and deliver some creative content that went beyond the ‘sterile’ press releases”, she explains. “It gives us the opportunity to explore many different topics, whether it's interviews with owners, a great collection of photos, or insight into the building process.

“It offers a wider range of subjects to us as a media tool, and to the journalists who receive it. The content is copyright free - hence we do the work and we offer it to the media for free to use as they see fit within their editorial guidelines. We just came up with the ‘PhotoEdition’ idea because we believe strongly in the power and fascination of images, and we had noticed a big interest in our social media posts that featured beautiful photos.”

Likewise, Cameron Bray, MD of Bray Management, has invested plenty of time and effort into his communications and it has paid dividends, in terms of its residual impact. “Our company ethos is very much about the experience for our charter guests and owners”, Bray explains. “We try to establish why people want to own and charter superyachts, why they spend so much money, and it comes down to the experience.

“Our newsletters aim to make a connection with the reader [based] on the experience and ‘what’s in it for them?’ Secondly, we want to build trust with the reader - we want them to feel comfortable doing business with us.
“We try to achieve this by clean, well laid out newsletters, with great imagery and a small amount of knowledgeable, relevant content. People love photos, not lengthy newsletters. Our newsletters are our direct line to potential clients, so we put a lot of time and careful planning into developing them; we want our business to be telling a story.”

Likewise, Cheryl Zimmerman of FarSounder says that the importance of intra-industry communications should not be underestimated. "We take the release of each of our newsletters, and official press releases, very seriously", she says. "We do not like receiving voluminous newsletters and emails any more than our customers and associates do. The first thing we focus on is respecting our reader's time constraints. This is as important as the content. We are not in the business to cause stress for anyone who may be interested in our products and technology, and wants to stay in touch, yet does not want to hear from us constantly."

Zimmerman adds that the company takes a pragmatic approach to the communications process. "When designing and planning our newsletters, our mantra is that less is more. Unless we have some new software or hardware to announce, opportunities for a demonstration for customers, or places around the world to meet with our company staff, we refrain from sending out a newsletter just for the sake of publishing one. This is how we have been able to retain such a large percentage of our readership over the years."

Profile links

Nautor Holding Srl

Bray Management

FarSounder, Inc.


Add a comment

1800 character limit

Having problems? Let us know editor@superyachtnews.com

Other Business News

The Superyacht Owner's VIP Lounge Returns to Virage

After an extraordinary turn of events the Superyacht Owner’s VIP lounge returns to its traditional home. Make sure your name is on the guest list More

Inspiration or just PR?

As concepts arrive on our desk in the run up to Monaco, we look at the line between inspiration and PR More

Eight superyacht losses in 2016

Thus far 2016 has seen eight serious incidents that have resulted in the loss of superyachts, nearly five more than the average numbers of yacht fires between 2010 and 2015.  More

When one yacht crew receives €60,000 of prizes...

We delivered €60,000 of prizes to the crew of motoryacht Secret, the winner of The Crew Report's Superyacht Golden Ticket survey. More

business News Archive

Most Recent Comments

  1. SY Kaori comes to the aid of a yacht in distress More
  2. Bureaucracy hits superyachts cruising Italy More
  3. Back to basics More
  4. Cannes increases security as Balearics increase business More
  5. Brokers - Sailors or salesmen...? More
SuperyachtNews app available now. Click here to download.
The Superyacht Intelligence Annual Report is out now. Subscribe today and access your digital copy instantly. Subscribe now.


Get regular updates from SuperyachtNews with our weekly Email Newsletter.



Latest Premium Listings

Cummins Inc.

Cummins Inc.

Nlightened Software Ltd

Nlightened Software Ltd

Cogs 4 Cancer

Cogs 4 Cancer

Zytexx International Ltd

Zytexx International Ltd

Melita Marine Group

Melita Marine Group

Raytheon Anschuetz

Raytheon Anschuetz

Kahlenberg Industries, Inc.

Kahlenberg Industries, Inc.

Directory. Add your logo here with a premium listing.

Featured Listings

Satellite Communication

Marlink AS
Marlink offers seasonal, flexible contracts to match regional sailing requirements. Through our dedicated account managers & customer services, we develop personal relationships with customers & drive innovations to develop digital solutions & smart applications that take you beyond just connectivity.

Water Treatment & Watermakers

Jets Vacuum AS
Jets Vacuum has for over 30 years been the leading innovator in vacuum sanitation technology. With over 11,000 Jets systems in operation on all types of ships, Jets are known for high quality, flexible cost efficient solutions backed up by first class world wide service

Engine Room, HVAC & Refrigeration

ASEA POWER SYSTEMS is the Marine Industry Leader for Shore Power Conversion equipment ranging in power from 8kVA - 1000kVa.

Navigation, Satellite Communication, Security

Raytheon Anschuetz
Integrated Navigation Systems based on state-of-the-art technology and decades of experience in the superyacht industry. Ultimate knowledge and flexibility in system integration. Dedicated customer care throughout the whole project and beyond.

Electrics, Environmental Solutions, Propellers & Propulsion, Software, Training

ABB Marine and Ports
ABB is a leading supplier of electrical power and propulsion systems for ships. We provide innovative, safe and environmentally-friendly solutions and qualified services worldwide. Our Azipod® propulsion has proven its efficiency and reliability on yacht vessels with its ultimate silent and ecological solution.

Tenders & Toys

Superyacht Tenders & Toys
Superyacht Tenders & Toys have a high level of expertise in providing new build and custom tenders, chase boats, RIBs & all popular yacht toys. With an unrivalled global service network, maintaining a personal & bespoke service, wherever you are in the world, Superyacht Tenders & Toys can help.

Paint & Protection

WREDE Consulting is an independent paint consultant and paint surveyor company who has worked for most of the 200 largest yachts worldwide in coating, paintwork and equipment areas. WREDE Consulting engages in quality management and objective quality assessment for the coating of mega- and superyachts. www.wrede-consulting.com

Shore Power Convertors

Atlas Marine Systems, the world leader in the design of marine electrical power systems, offers a full range of engineering services necessary to define the onboard electrical distribution system or simply the application of the Atlas power conversion products.

Add your company listing here

Add a featured listing here and your advert will appear on every page of SuperyachtNews.com, SuperyachtIndex.com, TheSuperyachtReport.com and TheCrewReport.com.

Add my company listing