Question

Topic: Advertising/PR

New Marine Product Launch

Posted by Anonymous on 8/12/2008 at 5:25 AM ET 250 Points
The new product is a piece of equipment to be used in the grand prix yacht racing market. It is a high end product and is due to be launched early next year at a major event. The equipment will be used by professional racing teams and not by the general public.

Lots of competition for this area of business and it is increasing with new players entering the market all the time.

Client is currently a major player and wants to keep it that way.

All ideas welcome!!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/12/2008 at 8:43 AM Member
    What specifically is your question?

    Where in the world are you targeting (and how)?

    Does the product improve the performance of the yacht, improve the look, improve efficiency, reduce weight, or make the boat more comfortable?

    Does the product have competition? If so, how is your product better/different?
  • Posted on 8/12/2008 at 8:53 AM Author
    That would help!

    My question is 'Does anyone have any interesting and creative ideas to help launch the product?'

    We are targeting all markets but the industry is fairly european focused, with some smaller bits in USA and NZ.

    The product improves the performance of the yacht by reducing weight and being more aerodynamic than anything else on the market, that is the main benefit but it also is good looking and quite trendy, if thats possible. It uses the most modern materials and is a fairly new technology for the industry.

    The product does have very strong competition but our product is better. It is lighter, more cost effective, and most importantly more aerodynamic.

    It is being launched at a yachting event and will have a lot of people visiting the company's stand over the course of three days.
  • Posted on 8/12/2008 at 9:23 AM Member
    Can you tell us what it is? A new kind of winch? A genoa?
  • Posted on 8/12/2008 at 9:31 AM Author
    Sorry can't really, its a very small market!

    I can say it's aloft

    Sorry I can't be more specific
  • Posted by Jay Hamilton-Roth on 8/12/2008 at 9:47 AM Accepted
    If performance is #1 benefit, then give some numbers. How MUCH faster can you expect your yacht to be? What is the VALUE of the extra speed (prize money? bragging rights?)? If you have wind tunnel testing data, show the technological edge you'd get.

    If it's visually attractive, show it. Compare 2 identical yachts (one with your widget)(Photoshop it if necessary) and highlight the attractive lines, sexy aura, etc.

    For a stand, why not have toy yachts, one of which has the effective edge aerodynamically in a pool of water. Contestants get to "race" their yachts using a fan, or bet on the yachts, etc. The point is to make it memorable & fun.

    Alternatively, show a (transparent) wind tunnel with your widget in it. Show the aerodynamic edge with smoke, and offer a challenge to compare anyone else's equipment with it.
  • Posted by Mikee on 8/12/2008 at 9:56 AM Member
    You may want to look at giving a sample to one of the most successful teams. It seems that yacht owners are always looking at what others have. If you can get a big name to use your product your task will become much easier. Especially if you can get them to endorse your product. If you got the sample route you want to make sure that your sample is heavily logoed so that people know what it is. You may even want to give some literature to the team to give to others.

    Hope this Helps,
    Mike
  • Posted by Phx SC on 8/12/2008 at 12:55 PM Accepted
    Send out an invitation with some small tidbits of information. Invite them to preview the launch in a VIP setting. You can have a number of VIP's at once, or individual appointments. The idea is to play up two points:
    1. Short window of time that they can see what the excitement is about.
    2. Limited to a select audience.

    Even if these two factors don't exits, create that illusion.

    The VIP setting can be at the event, but maybe in a private appt, a tent, a roped off area with refreshments...
  • Posted by Neil on 8/13/2008 at 1:32 AM Accepted
    I hate to add to the chorus of questions and excuse my ignorance of this industry but are you referring to vessels under sale or under engine power?

    I ask as a my dad sales and I know a lot of sailors and they seem to, have very, very different personalities to the power boat people.

    That said, you say it is a *very* small market for this competitive niche. Can't you appeal to these people directly through email and phone calls? For example, do you have permission to email many of the buyers in this market? Maybe you do business with them fairly regularly? If it is niche, you might even know a lot of them personally?

    Have your ducks in a row with collatoral material (e.g., on your web site) and other forms that talks about how exactly your products are better. Case studies with actual customers you have now would help a lot in this area. That can back your marketing and sales campaign.

    I have a feeling, though, that in a small niche like yours, sales will be the lynch pin.
  • Posted by Neil on 8/13/2008 at 1:41 AM Member
    I meant under sail not sale, of course. But it was a good slip because I maintain your key will be to hit the sales hard. Come about!
  • Posted on 8/13/2008 at 4:24 AM Author
    it is the sail market, rather than power and you are right, a great deal of the work is done on a one to one basis. However, this top end market is very fashion led and half the battle is building hype and desire about the new product. For example, the current market leader's product is inferior in many ways but has perceived advantages over our own (old product).

    Thanks you for your time on this, everyone.
  • Posted by Neil on 8/14/2008 at 6:06 AM Member
    Sailors seem to like tradition, too, though these super high end people might be more into the latest fashion.

    I bet some solid case studies where current customers talk about you and your product would help. Do you have a PR consultant of some sort who could put together some solid, sincere case studies?

    Our PR consultant always says you can say what you want about yourself but having a customer say it is worth way more. He is right. He has only worked with us for a few months and has already done some case studies and got them into some trade journals. It is worth its weight in gold.
  • Posted by Neil on 8/14/2008 at 6:08 AM Member
    BTW, when I say got into trade journals, I mean he got a reporter to write about it and quote our customer in each case.

    So the case study results in a reporter quoting a customer. We are outside of the picture, so it is not us talking it up or even writing the article.
  • Posted on 8/14/2008 at 6:31 AM Author
    Thanks Neil, we are already intending to write some case studies, but a good idea to get reporters to use them rather than us just using them on the website or in literature.

    Cheers
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