it’s not oscar season for yachts
TRANSCRIPT
IT’S NOT OSCAR SEASON FOR YACHTS
delissa.com
Fantastic news! You can now eat a meal on a yacht! You can jump off it and
swim – and to top it all you can even have a glass of champagne. Indeed
potential buyers must be ecstatic at the sight of a free basket of Moulton
Brown goodies that apparently comes with the purchase of one particular
multi million-dollar yacht. This is the level of information coming out of the
latest yacht films. As one viewer commented ‘why do I watch this crap’.
One could be forgiven for thinking these films are made entirely for billionaires
who love watching the paint dry. Who are these people who suddenly wake
up and think ‘today I iz a video director’? In a world of multi million-dollar
yachts there is not ONE , well-made film that excites, engages and above all
sells the yacht.
So why does it matter that these videos are not very good. Well, would you
want to sell your Testarossa in ‘Cheap Charlie’s Car Emporium’? A dull online
video is exactly that – a shabby showroom for a beautiful yacht. Mostly they
are just unwatchable, but often embarrassingly cheesy. Video is one of the
most exciting marketing tools available today. So using the ‘glossy’ brochure
of the 20th century now just smells like the fish n chips it should be wrapping.
But if you are going to take advantage of the marketing opportunities that the
21st century offers it’s vital to control the image of the product you are selling.
So that as soon as your potential customer starts to research (and nowadays
EVERYONE researches) everything they see is positive, informative, exciting
and reflects the product’s luxurious quality.
Most videos miss the point of digital marketing and focus on selling the ‘what’
not the ‘why’. Endless footage of the yacht’s toys and scenes of the perfect
‘stock photo’ family drinking something with umbrellas in it tells us nothing,
and crucially it isn’t compulsive viewing. In today’s world our attention is
constantly diverted elsewhere so therefore to engage our audience a film
must work harder than ever. Fail to entertain and inform, and you fail to sell.
So what are the ‘directors’ doing that’s wrong. To take advantage of the
amazing marketing opportunity that the worldwide web creates it’s essential to
understand your audience. Who is your viewer and how do you lock them in
from the first second of viewing. The benchmark for any film whether it’s a
documentary about an African tribe or a film selling a luxury yacht, is that the
viewer wants to watch it! And once you have the viewer attention – you don’t
let it go. In TV where I come from, the competition for viewers is ferocious. We
have to know how to get information across in an entertaining way. Look at
‘Top Gear’ – a car show that reaches 500 million people with a 40% female
audience. We know how to create the ‘takeaway’ – the water cooler moments
that you remember long after the film is over.
Whilst in broadcast there is no room for poor skills it seems the opposite is
true in yacht videos. In many cases the fault in the ‘yacht film’ lies in slow
editing, terrible music, dull camera work and visual clichés. In the latest online
yacht film my attention is lost by the over use of a ‘selfie’- not the coolest way
to sell a $20m yacht. An amazing opportunity to create online films that work
as selling tools for the yacht market is available to owner and brokers. But yet
one more film telling you that its possible to swim off the back of a yacht is
one film too many.
Every yacht has a history, a unique story that needs to be told. A story that
speaks of the pride and the joy of ownership, the skills that went to build it and
the pleasure and luxury it provides.
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