Question

Topic: Branding

New Yacht Designer Needs To Increase Visibility

Posted by markp on 9/28/2014 at 4:53 PM ET 500 Points
I'm a marketer of lower-price BTB widgets for tradesmen and other "working men" so the marketing of design services, especially of luxury items for the "1-percenters" is outside the scope of my experience...hoping someone here can help!

A good friend's son is a young yacht designer needing ideas for increasing his visibility, building his reputation, and ultimately his client base and design commissions. He's won superyacht design awards and his portfolio includes designs for everything from 18ft day-sailers to 92 meter mega yachts. He has (at least one) major yacht project built that showcases his talents.

What are the marketing and branding best practices for design professionals, particularly those whose prospective clients are likely made up of the top 2-5% earners of the population?

Anyone have any relevant experience with marketing other high-end commissioned design projects (art, architecture, interior design) that would translate to the world of yacht design?

Besides actionable ideas he might be able to accomplish on his own, how might he find a marketing coach or mentor experienced in this field?

While his potential clients may be super-rich, the profession from my (admittedly outsider) perspective appears to share some of the feast or famine elements of the "starving artist" variety.

Thanks for all your helpful suggestions!
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RESPONSES

  • Posted by Gary Bloomer on 9/29/2014 at 12:42 PM Accepted
    He needs to market to buyer compulsions, to the things that get the super rich the attention of other super rich people: oneupmanship; status; bragging rights; exclusivity.

    Many of the super rich buy toys like this to impress other rich people. So this guy probably needs to look at one off commissions and bespoke work. He may want to connect with the elite saing and yachting clubs in the Hamptons, Bermuda, the Caymans, and Florida.
  • Posted by Gary Bloomer on 9/29/2014 at 12:43 PM Member
    Whoops ... Typing on an iPhone: that ought to be elite sailing clubs.
  • Posted by Jay Hamilton-Roth on 10/1/2014 at 5:02 PM Accepted
    My hunch is that a potential client won't reach out to your friend's son, unless they have the backing of one or more respected design firms/builders. And the way to build that bridge is to attend conferences such as Super Yacht Design Symposium (https://superyachtdesignsymposium.com/2014-attendees/) to make their own introductions and explore potential for collaboration. If your friend's son is especially creative/connected, perhaps explore an opportunity to make a presentation at an upcoming conference to showcase their talents/skills/vision.
  • Posted by markp on 10/1/2014 at 6:26 PM Author
    Thanks Gary and Jay for the insightful and helpful suggestions!

    Gary -- good observations, I don't know anyone personally in that orbit but my assumption would also be that there's more than a little bit of ego and one-upmanship involved. Good suggestion on connecting thru other luxury bespoke providers -- custom car builders, jet interior designers, sculptors and other commissioned artisans. What might a young guy do or offer them to keep him in mind if ever a client should mention interest in a custom yacht?

    Jay -- I will definitely forward that link along as those are certainly the elbows with whom he should be rubbing...unfortunately those were in Austria and he's a West Coast USA based guy these days. He won the Young Designer of the Year Award at the World Superyacht Awards a few years back (in Monaco??) but with a young family his travel budget is more modest these days. I wonder if there are any "remote" presentation opportunities in that industry? Also I will certainly recommend that if he hasn't already that he make memorable introductions to custom yacht design firms/builders.

    Thank you both for your idea contributions, it's no wonder you remain the top MP points-earners!

    Still I wonder if there aren't a few more gurus out there with specific experience in the high-end luxury commissioned work (architecture, art, jewelry, cars, yachts, jets, etc) arenas with an idea (or "tip" as Randal put it), that might help this young man support his family?

    Forgive me if I try to push through to get at the "third third" (see Tim Hurson in Think Better) wave of ideas!

    Thanks for your inspired contributions!
  • Posted by telemoxie on 10/2/2014 at 8:56 AM Accepted
    it seems to me that there is a big difference between designing a boat and building a boat.

    If one of these superrich people wrote him a check for $1 million, would he be able to construct a super luxury yacht himself?

    Rather than pursuing these 1%'ers personally and directly, if it were me, I would personally pursue relationships with successful custom.yacht builders. I would cooperate with them, rather than compete with them for the attention and business of custom boat buyers.
  • Posted by markp on 10/2/2014 at 12:41 PM Author
    Telemoxie – good point, seems in most cases it must be a symbiotic relationship between designers and builders, at least until builders bring their own designers in-house (or designers become design/build shops). Given his “newness” on the scene it certainly seems like he might derive more benefit out of such a synergistic relationship than going it alone.

    Tho if someone handed him a check for $1mil I’m pretty sure he could find a willing builder to subcontract with, much as parts of projects here on MP are subcontracted out to specialists. But your point is well taken, the likelihood of anyone handing him such a check, at this point, is unlikely.

    Thank you for your thoughtful input!
  • Posted by markp on 10/3/2014 at 7:31 PM Author
    To all you brainy gurus….I’d like to leave this open through the week-end in hopes that while one of you are sipping a Cape Cod or Salty Dog or other such sea-faring concoction, a further brainstorm might strike you on this topic…

    Will close it down when get back in town Tuesday am.

    Thanks to all and have a great week-end!

    Mark
  • Posted by ARobert on 10/7/2014 at 9:03 AM Accepted
    Well, I would use social media and internet to get the attention on his work. He should find a creative way to showcase his work online, I am more than sure that there are numerous luxury yacht design blogs out there that people in the industry are reading periodically. Now, contributing to some of these blogs or websites, making connections and being open in these circles might help to compensate for the lack of means to travel. If you can't travel, then use the internet as a free flight to any part of the world. And yes, I acknowledge the fact that eye-to-eye conversations will make for better relationships, but doing some work online will definitely be a good start.
  • Posted by markp on 10/7/2014 at 12:04 PM Author
    Great point ARobert -- maybe there's even a "Pinterest" category for yacht décor/design ideas that would be frequented by his target market or those that advise/influence them.
    Will definitely suggest he look into that as well!
    Thanks!
  • Posted by markp on 10/7/2014 at 12:08 PM Author
    Thanks to all for your input, am closing this down now.

    I'll pass along the suggestions and the suggestors so that should he reach a point where he can afford to hire a coach or mentor he will know who has been of help to him here.

    Thanks again, have a great day.
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