Marketing Copy

[Captain Smollett]

I'm not posting this to rag on the boats, but rather the marketing copy.  I had occasion to read this and just thought it was hilarious.

From Beneteau's Web site for the Oceanis line.  I've taken the liberty to highlight the parts that struck me as being funny.

Oceanis

SAILING THE WORLD'S SEAS TOGETHER

Oceanis yachts are all about sharing and enjoying life at sea together. From 31? to 58?, all nine Oceanis models are tireless cruisers designed to deliver comfort in all its forms, beginning with a stable, high-performance hull. This comfort also comes in the form of cockpits, sunbathing platforms and interior space giving everyone the space they need to relax and enjoy the pleasure of being together.

Size-for-size, every Oceanis model offers the comfort and convenience of a truly modular layout providing every family and every crew with the boat they need, complete with layout solutions and trim levels tailored to their own requirements and lifestyle at sea.

Safe and spirited, Oceanis yachts are as comfortable cruising as they are capable on longer offshore journeys. A traveller [sic] at home on all the world?s seas, she delights even the most demanding owners.

Trim levels tailored for requirements and lifestyle at sea?  Who writes this stuff?

I also like this part:

"giving everyone the space they need to ... enjoy the pleasure of being together." 

What does that mean?  The space to be "alone" on board so they can enjoy being together?

Interesting psychology...

[Tim]

Don't get me started  ::)

[Captain Smollett]

Don't get me started  ::)

Yeah, go ahead and start! You have some funny ad copy? I'd like to see it. This stuff cracks me up.

(Doesn't have to be about boats...)

[tomwatt]

While I also cracked a big smile about the sunbathing platform, my daughter considers the boat primarily that very thing... those dang sails and all that rigging just gets in the way of a good tan!
;D
Marketing copy designed to sell dreams... with words vague enough to mean nothing... is not new, after all "It's the real thing!" and "Coke is it!" are a circular-reference slogans.
I'm always insterested in Photoshop disasters for sailing ads... which is my area of interest/expertise.
(edit with example provided)

[Oldrig]

I probably should not admit it on this board, but since the death of the little regional boating magazine I used to work for, a large part of my freelance writing has been of scripts for boat yards/marinas (not too bad, really) and boat builders. None of them build sailboats (only the other kind), but some of the things they like to tout have nothing, IMHO, to do with quality boating (even of the other variety).

Still, a guy's gotta eke out a living. (Most of my writing has to do with cruising guides, which is something I'm quite happy about, really. You've gotta be honest, at least when writing the navigation narrative.)

Oh, I guess I'm going to have to sell my Cape Dory. It doesn't seem to have any sunbathing platforms.

--Joe

[Captain Smollett]

Tom:  LOL, too funny.  Did that ad get published like that?

Joe: You CD does have a sunbathing platform, foredeck and cabin top.  Just not usable while sailing.   ;D

I do wonder at the marketing claims...who pushes them.  They must have SOME market research that shows someone chooses which boat to buy based on "trim level" and what-not.  It's just a really funny thing to me to focus on in an ad where each character can cost money.

[tomwatt]

Captain Smollet, yes that ad famously ran in Europe, several years ago but not so old that Photoshop layers weren't invented yet (the presumed location for the invisible boat). There was also a European edition of Playboy that ran with the cover model having one of her two "inflatable dock fenders" masked out - yet my students (all male) stared at the cover and couldn't tell me what was wrong!
As far as trim level goes though, isn't that another way of just expressing the things that so many of us prefer/desire in a cruiser (e.g.: teak & holly sole, mahogany or teak hatch boards, etc.).

[Captain Smollett]

As far as trim level goes though, isn't that another way of just expressing the things that so many of us prefer/desire in a cruiser (e.g.: teak & holly sole, mahogany or teak hatch boards, etc.).

A fair question.  I can only answer it for myself.

That is the kind of thing I would only look at after deciding which boat/car/whatever to buy.  That is, I do not think I would ever choose a Beneteau/Ford/whatever on the basis of "trim options."  I'd pick the functional features first, and once those were met, then maybe look at 'trim.'

The way this ad is written, it makes it sound like buyers should choose this boat on the basis of 'trim options.'  And further, it's worded

"trim levels tailored to their own requirements and lifestyle at sea."

I'm scratching my head over the concept of a 'trim level requirement at sea.' 

The trim, teak and holly vs mahogany or whatever, has NOTHING to do with "requirements at sea."  At least not to me.

I think this encapsulates nicely what we talk about here on this site a lot....what is really "needed" to sail far or cruise in comfort.  A teak and holly sole looks good; it does precisely ZERO for getting my family safely to the next port.  My thesis has long been that it does not increase physical comfort (but arguably does help psychological comfort) at all.

I guess it boils down to priorities.  I think the wood that makes up the cabin sole (and whatever else is "trim") is a pretty low priority.  The marketing folks seem to think it is, or should be, a very high one.  The ad does not mention one single word about sail handling options, systems redundancy, capsize righting, etc.  Those are some of my priorities.

If the boat does not handle well in the conditions in which I will sail, the trim could be gold for all I care...the boat would be useless to me.  Based on this ad, I have no way of knowing if the boat will meet my needs as a boat.

I hope that clarifies why I find this ad funny; it does nothing to tell my why this is a good boat for me to take to sea.  It's fluff.

[CharlieJ]

You folks MUST remember- boats today aren't sold to SAIL!!! Sadly.


They are sold to PARTY on, or to entertain aboard, AT the yacht club or marina.
Those of us who actually SAIL the boats are in a most definite minority. Particularly those of us who GO ANYWHERE aboard. We're an even smaller percentage.

The ads are quite hilarious ( sadly so to me) but they obviously work- The boats are being sold.

This is my opinion after some ( in total) 10,000 miles by boat along the US coasts, watching and talking to people on boats.

[tomwatt]

This topic - and the ads - sprang to mind this morning as I was bumbling around making coffee. (an incident involving stove, toe and the resulting clanging sounds)
The way most goods are sold, as consumable items marketed on the basis of their "product benefits" tailored to consumers interested in style, luxury and status, is entirely the opposite of the true nature of many products being manufactured. The function of a boat, truck, or even home is sublimated to demands of style points, things for people to show off or boast about at the water cooler, the pub, or the office cocktail party... or at the marina.
So it becomes important that a flat screen tv, wakeboard sound towers (yuck), sun deck, etc. be included in a boat package, despite the fact that the boat's motion in a seaway really requires secure railings for the crew that will be clinging to it as they hang their heads over the side.
I like Charlie's observation... boats are sold for reasons other than that they are a boat. You see that in people's reactions too - "you have a boat?" There is an expectation of wealth, power, entertaining in high social circles, etc. that goes with that... none of which I'm interested in.
I believe Allied has been the only company in my memory that actually advertised crossing oceans ("she'll cross an ocean if you will"). Building solid, safe and functional cruising boats that last was a non-winning marketing strategy, since having an older model was just as good as having a brand-new one. Now we're stuck with "buy the latest to impress your neighbors" mentality. Even old Morgans seem to have suffered with the "they'll think it's a Hinkley" as a strategy.
"Trim package at sea" sounds a lot like "tow package" for your 4x4 truck, or touring package for the sedan... marketing people never learn. Having taken the classes, and taught the classes, I can safely say that most marketers didn't "get it" in school, and probably still don't get it.
PS. Teak & mahogany (or equivalents for me) are important parts having already been through soggy, waterlogged mushy plywood floorboards (it's a boat, it gets wet sometimes).

[Chattcatdaddy]

"Sell the wife" is the strategy of most ad campaigns. The husband (yeah I`m typecasting) would love the small simple small, but the lady is not sold. So lets talk about the sunbathing area on the deck and the fabrics on the cushions and how you can entertain on the boat. Lets just pass over the fact that this boat has and unkindly motion and no handholds while at sea and not to mention a proper seaberth. I understand they must sell boats in order to make money and stay in business so I dont blame them at all. The ads reflect society today.

I`m trying to think how an ad agency would handle the marketing for my Ariel if it was built today?

[Captain Smollett]

You folks MUST remember- boats today aren't sold to SAIL!!! Sadly.


They are sold to PARTY on, or to entertain aboard, AT the yacht club or marina.

Yes. Here was mentioned an article in CRUISING WORLD wherein a VP at Beneteau made that exact point - boats are not sailed, so why design them for sailing.

The marketing, however, certainly does not keep pace with that...."at sea" is used repeatedly.  The corporate goal might be to design and sell dock condo's, but they continue to appeal to those that think they are looking for a sea boat.

Likewise, consider this from the copy for the Bene Sense line:


"Set off to sea, be carried away on a dream"

"her hull has been created for ... good sea-keeping taking you to far off shores."

A dreamer reads this stuff, without much other input, and can easily believe it.  Dissenting opinions, "look at other boats, too," get met with outright hostility.  At least they have for me.

The way most goods are sold, as consumable items marketed on the basis of their "product benefits" tailored to consumers interested in style, luxury and status, is entirely the opposite of the true nature of many products being manufactured. The function of a boat, truck, or even home is sublimated to demands of style points, things for people to show off or boast about at the water cooler, the pub, or the office cocktail party... or at the marina.

Very good point.  And very sad.  The 'essence' of things being replaced by style is part of the "fluff" I mentioned earlier. 

"Trim package at sea" sounds a lot like "tow package" for your 4x4 truck,

"Tow package" for my 4x4 is useful...practical.   There's a difference, no?

"Sell the wife" is the strategy of most ad campaigns. The husband (yeah I`m typecasting) would love the small simple small, but the lady is not sold. So lets talk about the sunbathing area on the deck and the fabrics on the cushions and how you can entertain on the boat. Lets just pass over the fact that this boat has and unkindly motion and no handholds while at sea and not to mention a proper seaberth. I understand they must sell boats in order to make money and stay in business so I dont blame them at all. The ads reflect society today.

I`m trying to think how an ad agency would handle the marketing for my Ariel if it was built today?

Another very good point that explains WHY it is written that way, but there is still a disconnnect.

What happens to the wife's opinion of boating with her husband/family when the boat is scary...easy to over press, rough motion, nowhere to hold onto?  None of this may occur - especially if the boat never leaves the dock except in "fair weather."

The marketing sells boats as "dream machines."  Seems like many wives would like some of that dream besides a 6 figure hole in the bank account that sits at the dock as a fancy way to 'entertain' friends.

Maybe it's nothing more complex than the dreams they are selling not being my dreams...

Thanks for the discussion guys; interesting stuff.

[Chattcatdaddy]

What happens to the wife's opinion of boating with her husband/family when the boat is scary...easy to over press, rough motion, nowhere to hold onto?  None of this may occur - especially if the boat never leaves the dock except in "fair weather."

The boat ends up for sale and the dream dies alot of the time. I agree that ad campaigns need a reality check, but the consumer also has a responsiblity to educate themselves regarding the product. Anyone who has done just a little research will soon learn the seaworthy bluwater boats from the weekender dock queens. I narrowed my search to boats that are made to sail first and live aboard second.  No pity from me for sap that buys a boat from strictly an ad from a manufacturer without proper research. Of course a whole other discussion for the trying to stuff all the comforts of a home into a boat which it seems the market is headed, heck its already here for that matter.

[Captain Smollett]

Anyone who has done just a little research will soon learn the seaworthy bluwater boats from the weekender dock queens....No pity from me for sap that buys a boat from strictly an ad from a manufacturer without proper research.

Right, but the biggest problem (to me) occurs when the "marketing" becomes "conventional wisdom."

A person goes to a forum, posts "I'm new to this, I have this dream, what boat should I look for" and in a ratio of at least 10:1 or so (that's a guess, not data), he's generally told "you NEED x."

X ranges from "at least 40 ft LOA" to "systems, systems, systems."

On online bit I quoted a while back had a guy advised people that they needed a boat at least large enough to HIRE at least 3 "able bodied" crew to help sail if planning to cross an ocean.

Um.  Right.

There's a TON of bad advice given; the marketing seems to be the root of one branch on that tree.  It fuels a lot of "opinion" by folks who have not sailed much, if at all.

I guess what I am getting at is "name recognition" goes a long way toward "acceptance," and even for the guy trying to do his due-diligence on the topic, he's met with a TON of resistance to stray from the "known."  That is, the "known" from looking at the magazines.

The other part is something I mentioned a few weeks ago or so...it SEEMS to me that relatively few people define "use" before they buy a boat; they often end up with a boat unsuitable for desired use, end up having a miserable time, blame "the weather" (or other uncontrollable factor) or the size of the boat, etc, and again the dream often dies.

When I first started articulating "the dream" to cross an ocean (sail to Ireland) to my wife, I was CONVINCED we needed at least a 45 footer to do so.  I thought I was doing my due diligence; I read the printed word written by those who had "done it" and were telling me how to follow.  I quickly realized it was more likely than not out of our grasp and nearly 'gave up.'

So, I guess I've become an evangelist for "look at other options."  That seems to be blasphemy to some, however.  You step on the "conventional," even as just an option to explore and you can be blasted as being a kook.  At least that's happened to me.

The whole process is an interesting study....

[Chattcatdaddy]

Larger boats with many complitcated systems has become the conventional wisdom...sad. It might come down to how someone is first introduced to sailing and sailboats. If glossy magazines and the typical forums are the first thing a person comes across in the process of their research then it might be ingrianed and a tough thought pattern to break.

My first intro to the sailing life came from a retired gentleman and wife that crusied in the tropics in the winter and stayed in the mountains for the summers. He was a self-made man and a pretty simple guy. His boat was a Morgan O/I 33? if I remember correctly. He hepled me inspect and purchase my first sailboat a Cal 29.

In retrospect I was fortunate to meet a nice helpful person to get me started. If he had a 50fter things may have worked out differently.

On a completely different topic. The marina just called me to say that I can splash the boat on wednesday the 18th. The adventure begins real soon.....

[Captain Smollett]

It might come down to how someone is first introduced to sailing and sailboats.

...

In retrospect I was fortunate to meet a nice helpful person to get me started.

Ah, there is truth in this as well, I think.  Grog for that thought.

My first sail was with a great guy named Bob aboard a Cape Dory Typhoon.

[CharlieJ]

 :D

MY first sail was aboard a plywood Penquin- a 12 foot catboat.

In 1957 ;D

[tomwatt]

"Tow package" for my 4x4 is useful...practical.   There's a difference, no?

While that is true, most of the tow package equipped 4x4's I see neither tow nor use/need 4 wheel drive, and never go off-road. The net result is already showing up in pseudo-4-wheel drive vehicles not capable of surviving the stress and body-torque/twist that real 4-wheel drive vehicles traveling in off-road conditions experience. I fully expect to see the tow package (which is already tainted by fine-print requirements in warranties) cheapened over time.
So while it currently is useful, it's under-used and increasingly is marketed as a "man's style point" for vehicles. Of course, that's just my opinion, and I'm a curmudgeon about "progress."

[Captain Smollett]

While that is true, most of the tow package equipped 4x4's I see neither tow nor use/need 4 wheel drive, and never go off-road. The net result is already showing up in pseudo-4-wheel drive vehicles not capable of surviving the stress and body-torque/twist that real 4-wheel drive vehicles traveling in off-road conditions experience. I fully expect to see the tow package (which is already tainted by fine-print requirements in warranties) cheapened over time.
So while it currently is useful, it's under-used and increasingly is marketed as a "man's style point" for vehicles. Of course, that's just my opinion, and I'm a curmudgeon about "progress."

True.

Like Hummers (which are NOT HMMWV's)?   ;D

It's striking how just about everything seems to be getting cheapened.  Boats designed around staying in port, off road vehicles designed to "look good at the mall," etc.

Consumerism in action, I guess. 

[tomwatt]

Yes, like Hummers, and even Subaru and Honda SUV-like vehicles which have no frame, no ability to withstand the body twist and torque that happens when a vehicle is up on only two wheels (at opposite corners). Nice enough cars, but off-road doesn't mean being able to park on the lawn.
Similarly, sailing doesn't mean motoring the ICW, and then spending the rest of the time in the marina. Hopefully, someone won't outlaw real-live offshore sailing and require boats to be tied up at the dock all the time.
An old advertising man I worked with years ago mentioned that the ads that always look the funniest to us are the ones we are not in the target market for... since I suspect all of us on SailFar are not in the market for a floating dock party pad, the latest and greatest edition boat ads tend to get under our skin. On a brighter note, it also ensures that the kinds of boats we are interested in will get paid little attention by the cash-flushed latest-and-greatest dock party crowd. So the odd Aleutka (there's one for sale currently on the West coast), old Alberg, and assorted other deep-hulled cruisers out there continue to wait patiently for someone with interests outside the advertised arena.