Superyacht News receives countless company newsletters on a daily basis. Unfortunately, a significant portion of these amount to little more than a month’s worth of press releases, repackaged, and this can trigger the clicking of the ‘delete’ button. It is not useful or constructive to receive the same information regurgitated and this propensity to do so means that a valuable piece of information may be lost in the mire.
However, there are a number of companies that are taking a unique approach to the way they package their newsletters, and this is forging new ties between business and media, something that is all too often sorely missing within the superyacht industry.
Cameron Bray, MD of Bray Management, has invested plenty of time and effort into his communications and it has paid dividends, in terms of its residual impact. “Our company ethos is very much about the experience for our charter guests and owners”, Bray explains. “We try to establish why people want to own and charter superyachts, why they spend so much money, and it comes down to the experience.
“Our newsletters aim to make a connection with the reader
“We try to achieve this by clean, well laid out newsletters, with great imagery and a small amount of knowledgeable, relevant content. People love photos, not lengthy newsletters. Our newsletters are our direct line to potential clients, so we put a lot of time and careful planning into developing them; we want our business to be telling a story.”
Full story at SuperyachtNews.com.