2020 In Review: The Lessons I've Learned

Last week, I uploaded a non-traditional Christmas message on social media where I talked about receiving impersonal corporate-branded videos and e-cards from yachting companies. Did we all really want to see another cut-and-paste template that a yachting company had inserted with ‘Happy Holidays’ or ‘Merry Christmas’ messages?

My challenge to the CEO’s of these companies was this - get out from behind your desk and laptop and share an authentic video about your year because your customers and audience needed it more than ever. 

No one could have predicted how 2020 would go. 

This year has been a rollercoaster: Friends have been laid off from their jobs or their businesses have suffered financially, others have been sick or lost family members, and for some people they made the sad decision to take their own life. I think it’s important to acknowledge this because for many people in the yachting industry there’s been a ton of tears, anxiety, depression and shitty days.

I missed travelling during lockdown.

I missed seeing friends and clients at Grand Prix or boat shows.

I was disappointed that the events industry took a big hit. Not just for suppliers, but for many charities that rely on donations or media support from in-person events. I write on behalf of charities that fund dementia research, special needs and children's health and while there was some fundraising activity via virtual events, I'm gutted for them that major press coverage and fundraising channels evaporated.

However, this year highlighted strategies where yachting companies were able to capitalise on new ideas, or pivot if opportunity arose elsewhere. What looked like a mass extinction of yacht shows and events turned into an online ecosystem and we saw a rush of virtual events, maritime podcasts and online shows launched. 

My Lessons From 2020

2020 is a year that many would rather forget. But it happened to all of us, and we can either mull over it or we can use it as an opportunity to reflect.

Here's my lessons I took away from this year :

?? ADMIRATION for different yachting businesses who have overcome adversity this year. While no one could have forecast the unexpected year, I was so impressed by friends and clients who rolled their sleeves up and bought their A-game out. I saw initial cases of self-doubt morph into accelerated decision-making and it was incredible and humbling.

?? THE 4 "C's" RULED SUPREME : CONSISTENCY, COMMITMENT, COMMUNICATION and CREATIVITY were more important than ever regarding marketing. There were some colossal fails with superyacht press coverage (especially at the start of the pandemic), however yachting companies quickly realised they need to strike a balance between pushing out media to achieve results and remaining sensitive to global feedback.

??THE RISE OF FLEXIBLE WORK ENVIRONMENTS : This year has proved that the work-from-home model and remote meetings are possible for many yachting businesses. Modern work environments are dynamic and what was deemed efficient 5, 10 or 15 years ago won’t be the case in the future. 2020 was the year that leadership was pushed to the forefront, proving that it wasn't what CEO's and higher management said, it is how they acted when the usual office communication tiers weren't in place.

?? GRACE: For many yachting professionals, it was a huge transition working from home so it was important to show grace toward everyone’s home environments, domestic lifestyle and disrupted routines. We shared intimate glimpses into our customers and colleagues lives, occasionally and often hilariously interrupted by partners, kids or pets in the background.

?? GRATITUDE: I have much to be thankful for. This year cemented my personal and professional relationships and my values. It pushed me to be a better listener, mother, partner and friend. I joined Superyacht Services Guide as a co-author for the 2021 Mediterranean edition and accomplished other things along the way. I recognised my worth to the yachting community as a resource for information:

? Completed 9 online courses/reports to stay on top of trends and knowledge about luxury and premium marketing.

? Published 149 LinkedIn posts in the past 8 months giving free marketing tips for yachting companies.

? 37 business shout outs for acquaintances in the yachting industry.

? 25 LinkedIn posts about yachting charities and initiatives to support mental health for seafarers.

? 5 beach clean ups.

? Helped 4 people find new jobs when they were laid off.

? Consumed 896 coffees ?? 

(photo: M/Y Rola)

?? READINESS : The true impact of people, processes and tech is always tested best under pressure. 2020 highlighted a noticeable lack of digital marketing strategies in the yachting industry - many small to medium companies were scrambling to learn best practices for social media and advice for getting noticed online.

?? STORYTELLING: Quality content is timeless. We need to share the highs AND lows to connect people to yachting companies long-term.  It’s not all fluffy clouds and rainbows and it became a bit dull to read another media release about yachting companies making strides in a year where employees were stressing about paying their mortgage or whether they'd be laid off from their job. We need that empathy, humanity and realism back. I hope the superyacht industry continues to build a community, rather than just followers. I hope 2021 sails into the headwinds with more interviews of diverse people in yachting. 

?? TRANSPARENCY: This year, some boat shows went critically pear-shaped at the final hour, however we need to be upfront when things are going wrong. To transform (and salvage goodwill from exhibitors) there has be a shift in communication / accountability / behaviour.

Memorable Moments

From the lull in foot traffic for brick and mortar stores such as ship chandlers to yachting companies shifting to employees working from home, it would have been acceptable to crawl back into bed and sleep off the rest of 2020.

Due to reduced conditions to sell in person as much as usual, companies were upping their media game. Marketing and advertising budgets had extra scrutiny. Amongst all this, there's been great examples of memorable content rising to the occasion with a blend of relevance, brand promotion and/or emotional connection.

Here's a few examples I'll remember from this year that went beyond surface level:

?? JANUARY: Little did I know that one of my most viewed LinkedIn articles this year would have been about yacht shows and events. Why it stood out: Most of our 2020 boat shows and events were subsequently postponed or cancelled. Here's hoping this year has been a great reset for how yacht show organisers and participants think about their impact beyond the quays. My article proved to be both popular and polarising for readers! Check it out here: "Yacht Shows & Events: Uncovering The Social Taboo Of Sustainability."

?? MARCH: I started to regularly update a "Boat Show & Major Event Postponement or Cancellation" calendar to give the industry a guideline for events....Who knew what lay ahead! (most of the events were subsequently cancelled).

I wrote "The Transformation of Communication in Yachting" with plenty of tips for working from home: https://www.dhirubhai.net/pulse/best-practices-transformation-communication-yachting-whitlocke

Every evening at 8pm, people across France gathered at their balconies or windows to applaud the country's health workers and other professionals such as supermarket staff working during the pandemic.  It was quite emotional hearing people clap, banging pots, ringing bells, playing instruments - no one complained of the minor inconvenience of the noise during this brief time of public solidarity. Even the yachts in Antibes sounded their horns in solidarity for health workers and others.

?? APRIL: Completely unrelated to yachting, however I will remember watching the YouTube stream of the magnificent solo performance by Andrea Bocelli at the Duomo di Milano. Why it stood out: I'll remember his voice, resonating between strength and fragility across empty pews and vacant choir stalls. As he walked through the bronze front doors out onto the piazza, quiet photos of Paris, London and New York screened.  

Bocelli sang 'Amazing Grace' which reminds me of my grandmother; a powerful moment of beauty with the Duomo rising behind him as he performed with a heartfelt intensity that made millions of people feel hope and love. In that one performance, from our living rooms we were separated yet linked by the realities of life, latitude and the poetic joy of finding gratitude in music, art and things that echo deep in our hearts. It was a beautiful reminder to be present in the moments happening around us.

April also saw Cookson Adventures roll out this 'Isolation, it's what we do' advertisement below.

Why it stood out: In a relentless media churn of tone deaf articles during the pandemic such as "The Most Exclusive Superyachts For A Socially Distanced Holiday", Cookson Adventures touched on the reality we were all facing while letting luxury escapism showcase their clever marketing.

?? MAY: By now, many yachting companies in France and Italy had ceased normal daily operations as we knew it. However, there were wonderful examples of resilience and support from the yachting community.

OnboardOnline covered some of the yachting companies in Italy and France who offered help to those who needed it most. Read the write-up here: https://www.onboardonline.com/yacht-industry-news/business/italian-and-french-yachting-companies-offer-covid-19-support/

?? JUNE: Working from home accelerated the digital transformation that yachting companies went through, resulting in a hefty learning curve for some new tools and tech.

I wrote an article focusing on the move to virtual boat shows and online events: https://www.onboardonline.com/superyacht-news/features/virtual-boat-shows-and-webinars-communication-tips-part-2/

?? JULY: The superyacht sector was keen for any government direction that determined which businesses and services were deemed ‘essential’ and would be allowed to stay open. Social distancing regulations continued to throw travel and events into a chaotic jumble of flight planning and cancellations. From mid-year, I’d like to mention Rhea Rouw from Yachting International Radio and Lee Harris from Blue Marine Travel who have been exceptional at giving regular travel updates, particularly for crew hoping to get home. Watch their latest crew travel update here.

?? AUGUST: After an uncertain season for the yachting sector, August marked the one-year anniversary since I researched and created the first yachting-related list of 100 LinkedIn hashtags. 

I have been tracking the popularity, changes and growth of them since August 2019, and you can see below some of the growth in follower numbers on LinkedIn for 20 yachting hashtags between August 2019 and August 2020. As expected, searches for maritime-related content increased on LinkedIn as more people searched for content online.

??If you would like me to send you the FREE link to the full list of 100 yachting-related hashtags you can use on LinkedIn, leave me a comment at the bottom of this article!

?? SEPTEMBER: Ed Thomas from Gym Marine Yachts & Interiors got us all thinking about our carbon footprint from business flights. With everyone taking fewer flights this year, we could offset our carbon emissions as part of their #GreenWingsChallenge. Why it stood out: It showed partnership marketing and social good at its finest. Gym Marine teamed up with Yacht Carbon Offset for a brilliant initiative that was on point, relevant to the yachting industry and I was jealous I didn't think of it :)

?? NOVEMBER: I moderated a workshop for the 10th edition of Yachting Aftersales & Refit Experience (YARE): "The Digital Threat / Cyber Security" where a panel of industry experts joined me to discuss how easy it is to get on board a superyacht digitally, and whether the industry is prepared for 2021 and the new IMO Cyber regulations. 

I also joined the closing talk “How to make your yacht famous?” moderated by David Seal where we discussed careful management of social media in order to make sure your yacht is famous for the right reasons. 

Marketing Predictions for 2021: Looking Outside The Yachting Bubble:

For smart marketers, 2021 will give us an opportunity to create content with a greater sense of purpose. I won't say "Expect the unexpected" because this year already delivered that!

As marketers, we need to keep putting customers at the core of what we do.

Here's my thoughts on what the next year will bring :

• I'm expecting to see more yachting companies discover the benefits of being on LinkedIn. Linkedin passed 700 million members this year and incredibly is one of the most underused platforms for maritime professionals. Expect to see a few new features in 2021, especially functionality related to live video streaming, however don't disregard the reach you can already get with LinkedIn's content longevity. I regularly get feedback on posts and articles I published 18 months ago.
• This year, Twitter rolled out Fleets (their version of Stories) which was a bit of an anticlimax compared to Instagram or TikTok. Instagram got Reels and LinkedIn got Stories. In 2021, aside from LinkedIn you can expect the social channels to push more e-Commerce and AR-enabled purchasing.
• With so much screen fatigue and digital burnout this year from yachting webinars, Meet and Zoom meetings ( I equally loved and hated Zoom webinars by the end of the first lockdown ) I predict that competition in the yachting podcast arena may get fiercer in 2021.

"Life would be boring if we had to look at a perfect blue sky every day."

• Audience privacy and the demise of third-party cookies will make marine marketers rethink their strategies. Useful, informative, relevant content in multiple formats will lead first. I'm hoping to see and hear more candid yachting content that's less polished, more relatable and more authentic. Companies will understand the value of an email address to communicate their brand messaging.
• Creativity will breach a tipping point and I see brands embracing technology to support personalisation and marketing efforts. Keep an eye on virtual reality developments, artificial intelligence, augmented reality and mobile-friendly content.
• Authenticity, empathy, inclusion and trust by design will be the content winners for yachting brands in 2021. Conversation will shift into conscious decision-making, whereby companies will first need to address their customers as humans rather than as marketing targets hammered by veiled sales pitches. Brand speak won't work - our customers will be more hungry for humanity and the personal approach. Social purpose, sustainability and storytelling will force yachting brands to demonstrate their commitment and walk the walk.

Making Lemonade Out of 2020

Confinement and social distancing restrictions meant yachting professionals were thrown into the marketing gauntlet this year. Across the maritime ecosystem I don't remember so many businesses in a short timeframe get flipped, upturned and spat out so quickly regarding planning for consumer behaviour, logistical restrictions and communication.

Some companies thrived.

Some companies dropped off the radar.

But, I've always been someone who likes the saying, "When life gives you lemons, make lemonade". Or an alternative, "When life gives you lemons, grab tequila and salt!" may have been more appropriate some days....

Businesses had no option but to get creative to stay in the mind of customers. We saw crew training via virtual lessons, superyacht chefs hosting online cooking demonstrations and stewardesses sharing their interior skills on social media. I saw a lot more video content and people taking risks by putting themselves on camera to share their opinion.

Outside of work-related posts there’s been brightness too: I’ve witnessed compassion from people helping their neighbours get their groceries during lockdown, we’ve had a renewed appreciation for enjoying the great outdoors and nature when we have the chance and families who are too busy to talk to each other have used their time to play board games together. 

I became at expert at Napoleonic history thanks to home schooling my kids, my youngest son would pop up during client video calls brushing his teeth or with his favourite T-Rex dinosaur, and my next door neighbours for the first time in a long time just hung out in their garden playing with their kids. 2020 has been equally exhausting and enlightening and I have accepted that it's OK to admit to winging it day-by-day.

I launched new projects in probably THE worst year for marketing forecasting in the yachting industry, yet I’m grateful for all the support. One of these projects, Antibes Yachting, was born from an idea to support the local yachting community. And that means when it’s busy AND when times are slow for business. The feedback has been amazing. Partnerships have been enthusiastic; long-standing clients and new clients have all been hugely appreciated.

(Port Vauban photo: South Air)

So, my end of year message is one of gratitude because my writing work goes beyond simply paying the bills; it influences my life and those around me. I’m so thankful for clients keeping me in a job this year, that I have positive people surrounding me and my own family is happy and healthy. There's no amount of corporate branding, likes or emojis on social media that can replace that.

2020 has proved that while we’ve been physically distanced from friends, family or workmates we’ve continued being digitally connected; those FaceTime chats, WhatsApp calls, texts or social media messages have been a lifeline for many people. And that's what I will remember most - those phone calls or messages of resilience have been a motivational boost for business owners and employees who have faced lots of challenging days, personally and professionally.

I hope this article gives a bit of light to anyone who’s had a tough year. It doesn’t matter how much you get pushed down, you can always bounce back. Keep your chin up and let's keep pushing the yachting industry forward into 2021 and beyond!

Ironically, by not travelling and seeing people face-to-face, I've had a wake up call to slow down, focus on my priorities, to appreciate what I have and keep enjoying life to the fullest with my loved ones as much as I am capable of. I close out the year with this recent photo of my sons watching the sunset here on the French Riviera and a quote from Vincent van Gogh:

“The heart of man is very much like the sea, it has its storms, it has its tides and in its depths it has its pearls too”. Vincent van Gogh

I'm officially back at work on January 8th, so for now it's time to say a deserved 'Au Revoir' to the year 2020 and I look forward to exciting developments and seeing some of you in 2021. 

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