Boat media and promotion in Russia - PowerPoint Presentation

Slide1

Boat media and promotion in Russia

For Estonian small crafts industrySlide2

Contents

IntroductionRussian boat media marketMedia-relationsOther promotionSlide3

Introduction

What is the basis of any decision? – informationWhere the customer get an information about the boats?

Background information / general knowledge of the market

Recommendations of specialists and experts

Personal experience

Different information sources.

How to know? –

Analyze media

OR/AND

Ask local dealersSlide4

Information sources

for Russian customers1. Magazines:

Specialized boat media

Fishing and hunting

General sport

General business

Auto

FOREIGN MAGAZINES (!)

2. INTERNET:Marine search engines/brokerageDealers websitesMarine news agencies etc.

3. TV/Radio – (?)

4. Outdoor advertising

5. Boat Shows

6. Test drives

7. COMPANY’ S WEBSITES in RUSSIANSlide5

Russian Boat Magazines

«Катера и Яхты»

(

Power&Sail

Boats)

[1963-2016?]

http://katera.ru/http://forum.katera.ru/

«

Yacht Russia

» http://www.yachtrussia.com/«Motorboats & Yachting Russia»http://mby.ru/«Yachting»http://www.yachting.su/ «Капитан клуб»http://www.captainclub.ru/ «Yachts Russia Magazine”http://www.yachtsrussia.ru/Slide6

Foreign Boat Magazines

1.1. Russians read foreign boat magazines

1.2. Russian boat magazines use the content from foreign

magazines

1.3.

Russians prefer English language magazines

1.4. European magazines are more available for Russians

YBW.com networkSlide7

I

nformation sources

Internet

Marine

search engines/brokerage

Dealers websites

Marine news agencies etc.

YachtsWorld

http

://yachtsworld.ru

/

It-Boathttp://itboat.com/marketAllYachtshttp://www.allyachts.ru/ Burevestnik Grouphttp://www.burevestnik.ru/katalog/katera-iakhty/

Rankings on Mail.ruhttps://top.mail.ru/Rating/Rest-Katera/Month/Visitors/Rankings on Yandexhttps://yandex.ru/yaca/cat/Sports/Water_Sports/Yachts/ Slide8

Outdoor Advertising

1.1. Yacht Clubs (Moscow and

St.Petersburg

)

1.2. Restaurants in the Yacht Clubs and other VIP-places

IQ-Agency

St.Petersburg

http://www.iq-spb.com/

IQ-Agency

http://iq-reklama.com/

Slide9

Boat Shows

RUSSIA

Moscow International Boat show

http://www.mosboatshow.ru/boat/exhibition

/

March 8-12, 2017

OTHER SHOWS

Were we can meet Russian costumers:

Boot Dusseldorf

http://www.boat-duesseldorf.com

/21-29.01.2017Vene Bat (Helsinki)

http://www.lodkaexpo.ru/10-19.02.2017Cannes Yachting Festivalhttp://www.cannesyachtingfestival.com/

06-11.09.2016

TEST DRIVES – an instrument of PR and promotion(typical place – Mediterranean) Slide10

Media Relations

The working instrument of MR:

Direct Information supply – newsletters & press-releases

Advertising or/and

Advertorial (

a

magazine

advertisement giving information about a product in the style of an editorial or objective journalistic

article)Press Tours &Test DrivesSlide11

Media Relations

PRESS TOURS & TEST DRIVESRecommendation for Estonian brands – to organize a collective media-events with participation of many manufactures and yards. It is more attractive for Russian magazines that would prefer to publish reviews about all Estonian small crafts' building. A separate stories about brands and shipyards is a next step and is a question of commercial relations

.

The budget estimation for the press-tour

for 1 journalist from Russia is about 1.000 EUR,

including travel costs, booking hotels, transfers, dinners and souvenirs. Slide12

Other promotion

Special and Related Events

Brand promotion and test drives

http://www.ust-luga-cup.ru

/

Advertising at the regattas

http://pro-yachting.ru/adve.htmlSlide13

Tank you!

Aitah

!

Спасибо за внимание!