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Are Yachting Companies Brave Enough For Disruptive Advertising?
Disruptive advertising is a strategy that deviates from traditional advertising norms to create memorable and lasting impressions. It aims to break through the noise and captivate the audience in unconventional ways, setting a brand apart from competitors. This approach can challenge conventional thinking, break industry norms, and create memorable brand experiences in the luxury yacht market.
Attention-Grabbing Marketing Strategies
A break from conventional marketing strategies, disruptive advertising aims to set businesses apart by delivering daring and surprising messaging. In order to make a lasting effect on the audience, this strategy questions the existing quo and breaks away from accepted advertising norms.
Businesses hope to stand out from the competition, create excitement, and spark conversations by creating a disruptive marketing approach that can help boost awareness of a brand. With the growth of artificial intelligence, video streaming and voice search it’s no longer good enough to post bland adverts.
Are yachting companies bold enough for disruptive marketing?
Key Elements of Disruptive Advertising
1. Creativity & Innovation: In order to generate novel, attention-grabbing ideas, agencies need to challenge the status quo. This could include unique imagery, unexpected humour, or original narrative strategies.
2. Emotional Impact: An advertisement’s emotional impact, whether it be happiness, surprise, or even shock, is crucial to its memorability. Recall and loyalty to the brand are improved by this emotional bond.
3. Multi-Channel Integration: Social media, print, television, and experiential marketing are just a few of the platforms that disruptive advertising uses. A broader reach and impact are guaranteed by a unifying yet integrated plan across multiple channels.
4. Authenticity: Customers are savvy at differentiating between true and forced communications. Authenticity fosters trust, and customers are more likely to gravitate towards a yachting company that they can trust.
How Can Yachting Companies Execute Disruptive Advertising Effectively
1. Brand Foundation: Companies need to be extremely knowledgeable about the target market, industry, and brand’s values. This information serves as the cornerstone for developing a campaign that complements the identity of the brand.
2. Risk-Taking Mentality: Disruptive advertising means taking chances by pushing past the limits of comfort and questioning the status quo. This could mean trying out novel concepts that other yachting companies haven’t previously used.
3. Cross-Functional Teams & Collaboration: Disruptive advertising is a team effort that combines strategic, creative, and commercial thinking. To create a thorough and successful campaign, yacht marketing strategists, analysts, and creators must collaborate.
4. Monitoring & Adjustment: What causes challenges now might not cause challenges tomorrow. Businesses must constantly assess the effectiveness of their advertising, get input, and be ready to modify their strategy based on real-time data.
Can you think of good examples of disruptive advertising in the superyacht sector?
Top Disruptive Advertising Campaigns
The yachting industry falls behind other industries regarding utilising technology and out-of-the-box creativity. We need to look at fashion, art, music, science, tech and sports because we are WAY behind with engaging customers and making yachting ‘interesting’ and exciting.
This year at Cannes Lions, two case studies from other industries were discussed : DoorDash’s ‘All the Ads’ Super Bowl ad where they gave away a prize from every one of the 76 brands advertised during the big game. Yes, 76 brands! Not surprisingly, they won the Titanium Grand Prix at Cannes Lions. The second example was Getty Images’ “prompt” battle with TikTok and NVIDIA. Contestants competed to generate images in real time using the Generative AI developed by Getty, before having their results put to the public vote.
How many yachting firms use interactive components to engage and follow up with their prospects, let alone track millions of data points? Every encounter I had with several brands during Cannes Lions was also a data touchpoint.
The fashion and beauty industry is another sector that benefits greatly from disruptive advertising. With its cutting-edge mobile app that used AI and face recognition to let consumers virtually try makeup before buying, Sephora closed the gap between in-store and online experiences.
These are some instances of disruptive advertising that I can recall, but the superyacht sector generally takes a more conservative approach to marketing. Here are a few examples from the yachting industry:
Intrepid Powerboats
This ‘Discover the Intrepid Difference’ video really captures the customisation element from the brand. It’s a cool video that reminds me of something we’d see from the motorsport industry.
Credit: Intrepid Powerboats YouTube
Burgess and Paperboyo
Burgess is a market-leading superyacht company. According to their website: “Marketing is both the most, and the least, visible part of the superyacht industry. It is everywhere but when it excels, it is barely noticeable.”
Their marketing campaign for Monaco Yacht Show 2024 completely stopped me scrolling. Unique, creative and quirky – I was genuinely surprised by Burgess collaborating with Rich McCor a.k.a Paperboyo for this fun campaign.
Take a look on TikTok: https://www.tiktok.com/@burgessyachts_/video/7424100892300938529
USAIL
You can quickly grasp what USAIL do thanks to a simple yet effective concept for this ad. The reader is left with no room for ambiguity about the maritime communications company after seeing the Wi-Fi signal created from waves bouncing off the superyacht’s bow.
Conclusion
In a world where attention spans are fleeting, disruptive advertising is a powerful tool for brands to make a lasting impression. By breaking away from the ordinary, yachting companies can embrace creativity, take calculated risks, and deliver memorable advertising and marketing.
Cybersecurity Awareness For The Yachting Industry
In the yachting industry, cyber threats are becoming increasingly prevalent. As technology advances, so do the risks associated with it.
Yachts and shore-based companies are more connected now than ever before. This makes them attractive targets for cybercriminals looking to exploit vulnerabilities.
In this article, I discuss cybersecurity for yachting companies.
Understanding and implementing effective cybersecurity measures is crucial to protect your assets and information in the digital age.
Understanding the Cyber Threat Landscape in Yachting
With cybersecurity an ongoing topic, when was the last time you changed your passwords and checked your software and plugs-in were updated?
Make security your priority – for your staff, your website, and in-house systems.
I freelance for a lot of clients.
And I am always shocked that yachting companies are so relaxed about security; many have no procedures or guidelines at all.
Yachting companies will gladly share everything with multiple freelancers without a second thought, including logins for control panels, hosting accounts, social media accounts, and websites.
Believe it or not, I have encountered some superyacht companies who DO NOT KNOW who has access or the passwords to their analytics, domain, social media or website.
On vessels themselves and in shore-based businesses, if you run a cyber risk assessment, you can be sure that default passwords have been left on critical devices.
Understanding the cyber threat landscape is the first step towards enhanced cybersecurity. This includes being aware of the types of threats, such as malware, ransomware, and deliberate malicious acts that target systems, persons (via social engineering), and data, to compromise a vessel or yachting company ashore.
Yachts are particularly vulnerable to cyber threats due to their reliance on technology. From navigation systems to onboard entertainment, technology is integral to the modern yachting experience.
Matthew Roberts, a yachting cybersecurity professional, raised a vital point a few months ago: The implications for cyber security with having more AI and metaverse applications. Social engineering, phishing, and scams are getting hyper-personalised with voice, video, and image generation when they are being ‘trained’ by your social media content.
I’ve had feedback that one yacht management company signs a one-pager to say their vessels are cyber secure – not exactly a glowing report about the technical, operational, and organisational measures to manage cybersecurity risks.
Essential Cybersecurity Measures for Yachting Companies
Without proper cybersecurity measures, personal data, onboard systems, and even the safety of guests and crew can be compromised. A comprehensive cybersecurity strategy should include a range of measures. These can range from technical solutions, such as firewalls and encryption, to organisational measures, such as staff training and incident response planning.
Here are some essential cybersecurity measures for yachting companies:
- A dedicated cybersecurity team or expert.
- Secure and encrypted communication channels.
- Regular software and system updates.
- Regular training and awareness programs for crew and staff. This helps everyone understand the importance of cybersecurity and their role in maintaining it. Basic security processes should be in place, such as strong passwords and two-factor authentication (2FA) or multi-factor authentication (MFA). By fostering a culture of cybersecurity, companies can ensure that their staff are vigilant and proactive in identifying and responding to potential threats. This collective effort can significantly enhance the overall security of a yacht or a company.
- A comprehensive cybersecurity policy and incident response plan involves identifying, assessing, and mitigating cyber risks – this applies to both yachts and companies ashore. It outlines the company’s approach to managing cyber risks, including the roles and responsibilities of staff, the procedures for handling sensitive data, and the steps to take in the event of a cyber incident. Equally important is an incident response plan. This plan provides a clear roadmap for responding to a cyber incident, minimising the impact, and recovering as quickly as possible. It’s a vital part of any cybersecurity strategy, ensuring that companies are prepared for any eventuality.
- Cybersecurity insurance to mitigate financial risks.
- Regular cybersecurity audits are crucial for maintaining the security of yachts and shore companies. These audits involve a thorough examination of the company’s cybersecurity measures, identifying potential vulnerabilities and areas for improvement.
A few extra considerations from my perspective as a freelancer:
Contracts: Sign a proper contract with employees and/or freelancers covering scope of work, non-disclosure and non-compete clauses. Make sure you define your intellectual property clearly, including confidentiality, trademarks and patents. Note for Freelancers: Before starting a project, it’s essential to weigh the pros and cons, assess your risk tolerance, and put an agreement in place accordingly.
Administrator Access: Make sure you monitor the access privileges; sometimes you need to grant a freelancer Administrator rights. If you do, then put it in the freelancer’s contract that they may only use the access control to enable them to use the assets to fulfil their duties. You should not post any sensitive login information in the chat feeds for WhatsApp or Facebook Messenger.
Offboarding: When a freelancer finishes a project or an employee leaves your company, you need to follow proper offboarding procedures. E.g. All access control should be removed (this includes in-house systems, social media access, advertising portals, and the backend of your website). Note for Freelancers: Be proactive and let the client know you are mindful of THEIR security, give proof that you have deleted the files/copies from your systems and computer.
By implementing these measures, yachts and yachting companies can significantly reduce their cyber risk and ensure the safety and privacy of their clients.
The Role of International Regulations and Guidelines
International regulations and guidelines play a significant role in shaping cybersecurity practices in the yachting industry. They provide a framework for companies to follow, ensuring that they meet certain standards and comply with legal requirements.
The ISO/IEC 27001 is now the most recognised international standard for information security management systems, offering a systematic approach to managing sensitive company information. By adhering to these guidelines, yachting companies can demonstrate their commitment to cybersecurity, enforce trust with clients, and protect their reputation in the industry.
Leveraging Technology for Improved Cybersecurity For The Superyacht Industry
From artificial intelligence to blockchain, various technologies can be used to detect and respond to cyber threats, secure record-keeping, and protect onboard systems.
Artificial intelligence, for instance, can help in identifying unusual patterns that may indicate a cyber-attack. Blockchain technology, on the other hand, can provide a secure platform for record-keeping, ensuring the integrity and confidentiality of data. By leveraging these technologies, yachting companies can significantly improve their cybersecurity measures.
Conclusion
In conclusion, cybersecurity is a critical aspect of the yachting industry that cannot be overlooked. As cyber threats continue to evolve, so too must the cybersecurity measures and staying informed about emerging threats. This not only protects the privacy and safety of yacht owners and guests, but also ensures the continuity of business operations for yachting companies.
This post isn’t intended to be a masterclass in avoiding bad security practices and certainly isn’t legal advice about essential cybersecurity practices for yachts or yachting companies.
The NIS 2 Directive (Directive (EU) 2022/2555), an EU-wide legislation on cybersecurity, has a deadline set for this month, so it’s never been a better time for EU-based yachting companies to get up to speed with cybersecurity.
As an industry, are our employees and crew fit and proper to handle this responsibility? Do they have the awareness and skills necessary to protect themselves and their organisation?
Find out more about the NIS2 Directive: https://digital-strategy.ec.europa.eu/en/policies/nis2-directive (English language) and https://monespacenis2.cyber.gouv.fr/directive (French language)
14 Warning Signs For Red Flag Clients In The Superyacht Industry
ADVICE FOR ENHANCED COMMUNICATION:
↪️ If you provide a service, provide parameters with rates for scope creep and clearly defined service deliverables. Use change order agreements to steer clear of an endless cycle of changes.