An American Yachting Family Since 1948 MARKETING PROFILE DAVID JOHNSON David@DenisonYachtSales.com C: 954.610.3263 O: 954.763.3971
TABLE OF CONTENTS From Our Marketing Team About David Internet Marketing Custom Landing Page Virtual Tours & Professional Photography Email Marketing Boat Shows Direct Mail Family History Momentum Sold Boats Global Reach 3 4 5 6 7 8 9 10 11 12 13 18
FROM OUR MARKETING TEAM In yacht sales, there is no such thing as a silver bullet. Rather, successfully selling boats is rooted in consistant and aggressive marketing, executed by good people. These people work for the Denison Marketing Team full-time, and are the talent behind the ideas and marketing strategies contained on the following pages. When you work with Denison, you not only receive the personal attention of your broker, you also receive the support of the good people that work hard behind the scenes. BAILEY GLAZER Marketing Assistant BRITTANY NICHOL Marketing Coordinator BOB DENISON President/CEO DANIELLA DENISON DREW OFFERDAHL JAMIE TELCIK Marketing Manager Social Media Super Yacht Division Marketing Assistant NATALIA HORTYNSKI SEAN WILKES THOMAS CHAMBERS Super Yacht Division Email Marketing Marketing Manager Marketing Director 3
ABOUT DAVID David joined the Denison Yacht Sales team in 2010. He has spent his entire life on the water and has fifteen years of experience in the Super Yacht industry and brings a wealth of knowledge to this full-service yacht brokerage company. With more than ten years of experience as a mega yacht Captain, and his experience as a Yacht Broker, David is considered an expert in the yachting field and is dedicated to serving his Clients needs. His experience with brokering sales in Europe and Latin America has provided him with the experience required to complete the most complicated Closings. David@DenisonYachtSales.com LICENSED & BONDED YACHT BROKER C: 954.610.3263 O: 954.763.3971 HOME TOWN FAVORITE HARBOR FIRST BOAT FIRST JOB FAVORITE BOAT MUSIC FAVORITE BOAT SHOW FAVORITE BOAT DRINK DENISON OFFICE HADDAM NECK CONNECTICUT GOLFITO, COSTA RICA 1925 21 HERRESHOFF FISH SAILING INSTRUCTOR JIMMY BUFFETT FORT LAUDERDALE BOAT SHOW CORONA FORT LAUDERDALE, FL David has navigated most of the Worlds oceans and has accumulated more than 100,000 sea miles during his tenure as a Captain onboard multiple Feadships and other fine yachts. The experience that I have gathered from my time working onboard the large yachts has trained me to look for the best value for my Client and to truly understand what a vessels operating costs are. David has also held the position of Project Manager at a prominent European Yard for a New Build project that was delivered to a Client from Latin America and also Captained that Yacht for a period of time before moving back to Florida. The experience gained from working on a New Build in Europe is priceless and allows David to negotiate with the Yards based on experience. David brings his passion for the Sea, his knowledge and experience to Denison Yacht Sales the American yachting family since 1948. I MY BROKER David Johnson brokered the sale of our 43 Mainship last year. David oversaw getting all the necessary things fixed on the boat in order to keep it in showing condition and stayed in touch with me throughout the sale effort. He made sure that the repairs were done by local professionals who charged a fair price and he monitored that process. David is an excellent yacht broker. He is very knowledgeable about the Mainship boat line which was why I selected him to sell our boat. I was not disappointed. I can highly recommend him as an excellent broker. - Sherry Schlossnagle 4
INTERNET MARKETING Denison captures thousands of boat buyers through aggressive marketing tactics on over 20 MLS services and websites. It s never been more important to strategically advertise listings on the internet. Implementing a smart web strategy requires experience and a proven game plan. Simply placing a listing on a few websites and waiting for the phone to ring is not a sufficient way to market a yacht online. Promoting listings on international websites, enhanced listings on the major MLS services, building a content-rich website, creating an aggressive Google AdWords campaign, and executing a consistent search engine optimization plan are a few of the components of Denison s proven internet strategy. YACHTWORLD ENHANCEMENTS Sponsored Searches & Featured Listings on Yachtworld.com. Get your yacht sold fast with maximum exposure. Denison invests in Yachtworld Enhancements to get your boat noticed by potential buyers. 5
CUSTOM LANDING PAGE Denison s custom landing pages have become popular with all the major search engines. Each listing includes important details such as full specs, photographs, equipment lists and broker contact information. These landing pages have been designed to attract buyers searching for boats on Google, Bing and Yahoo. Your boat s custom landing page with Denison will get you SEO results. Landing pages created individually for your boat. 561.253.2457 6
VIRTUAL TOURS & PROFESSIONAL PHOTOGRAPHY Buyers can tour your boat from anywhere in the world. Your yacht will receive maximum exposure to the world by a click of the button, taking marketing to a limitless level. Professional photography and virtual tours enable viewers to have a viewing experience as if they were personally walking through your vessel, exploring each room and area at their own pace with the ability to zoom in and out for a closer look. Denison s in-house virtual tour and photography team can give international buyers a higher-level of confidence that your boat is right for them. *Due to the high production costs of virtual tours and photography, some listings may not qualify. 7
EMAIL MARKETING 2013 E-Newsletter Statistics EMAILS SENT: 1,179,259 EMAIL CAMPAIGNS: 180 ACTIVE EMAIL LIST: 44,458 8
BOAT SHOWS Boat Shows offer an excellent opportunity to promote listings that are ready to sell quickly. True international boat shows, such as Fort Lauderdale, draw thousands of serious buyers from all over the world. Denison actively participates and displays inventory in dozens significant boat shows. Since 2005, Denison Yacht Sales has exhibited at over 50 local, national, and international boat shows. FORT LAUDERDALE BOAT SHOW MIAMI BOAT SHOW PALM BEACH BOAT SHOW TRAWLER FEST FLORIDA BOSTON BOAT SHOW TAMP BOAT SHOW MARINA DEL REY BOAT SHOW ANNAPOLIS BOAT SHOW CHICAGO BOAT SHOW OXNARD BOAT SHOW DUBAI BOAT SHOW CANNES BOAT SHOW WASHINGTON D.C. BOAT SHOW MAINE BOAT SHOW LONG BEACH BOAT SHOW NEWPORT BEACH BOAT SHOW MOSCOW BOAT SHOW ST.PETERSBURG BOAT SHOW STUART BOAT SHOW NEWPORT, RI BOAT SHOW SARASOTA BOAT SHOW TRAWLER FEST SEATTLE FYBA BOAT SHOW LOS ANGELES BOAT SHOW 9
International: 4 in 4Q 2013 DIRECT MAIL Denison regularly uses direct mail pieces to promote our inventory of listings. Each quarter we send over 45,000 letters, postcards, and magazines to our targeted list of clients and current boat owners in an effort to consistently stay in touch with our customer base. Contacting potential clients through the mail is one of the most effective ways to promote listings. Each piece is professionally designed and written by our marketing team to ensure our message stands out. When direct mail cards are designed right, they have the potential to remain on coffee tables and desks for a long time. In fact, our brokers have received inquiries from buyers months after a promotional piece was mailed. Dear Akvavit, Below you ll find your most recent Sold Boats Report, highlighting Cabos sold in the 4 th Quarter of 2013. Sold By Region By Sales Cycle (Time Between Listing & Closing) Southeast: 5 in 4Q 2013 9 Cabos Sold within 1 6 Months of Listing Northeast: 7 in 4Q 2013 4 Cabos Sold within 7-12 Months of Listing Gulf Coast: 2 in 4Q 2013 6 Cabos Sold within 1 2 Years of Listing Midwest: 0 in 4Q 2013 2 Cabo Sold within 2 3 Years of Listing West Coast: 3 in 4Q 2013 0 Cabos Sold after 3 Years of Listing At Denison we believe in a strong integrated marketing approach that utilizes many marketing avenues including: An enhanced listing on Yachtworld for Aqua Vitae. A custom landing page for Aqua Vitae on the Denison website. An immediate email broadcast to the international yacht brokerage community. Promotion on 22 MLS services and websites. Kindest regards, Alex G. Clarke // Licensed & Bonded Yacht Broker An American Yachting Family Since 1948 DAVID JOHNSON Email: David@DenisonYachtSales.com Phone: 954.610.3263 Fort Lauderdale: 401 S.W. 1st Avenue Ft. Lauderdale, FL 33301 P: 954.763.3971 Summer Rendezvous Itinerary July 17-18 July 18-19 July 19-21 July 21-24 July 24-25 July 25-27 July 27-30 Cay Nassau/Atlantis Resorts World Bimini Enjoy a welcome Take a day to Explore all the Swim with the pigs, Immerse yourself in Discover more in Stroll through the cocktail and dinner leisurely fish, swim, wonders at Nassau s snorkel, and join us in the pristine beauty of Nassau! Swim with Village, discover the reception - Bahamian and picnic with us on world-famous our Fishing Frenzy the island. Enjoy the dolphins, scuba, Bimini Bull Sharks, & Style. the island of Chub. Atlantis Resort. Fishing Tournament. solitude & rest. or paddleboard. snorkel the waters. Cabos, Mexico Anna Maria, FL 11/13 $485,000 12/13 09/12 $370,000 08/12 $957,691 2007 Sales Cycle 48 Make/Model Year Original Price Listing Cabo Flybridge 2004 $600,000 45 Cabo 45 Express 2003 45 Cabo 45 Express 43 Cabo Convertible 43 Cabo 2002 Convertible Cabo $389,000 06/13 Sold Price Sold Date $590,000 12/13 09/13 $360,000 11/13 $325,000 07/13 $325,000 2006 $554,000 09/11 2004 $385,000 12/13 Flybridge 2004 $439,000 $380,000 12/13 Cabo Hardtop Express 2013 01/13 $957,991 11/13 40 Cabo 40 Flybridge Sport Fish $529,000 10/13 $505,000 Location Los Connecticut Puerto Rico Western Samoa Marshfield, 6 Months 2 Months 4 Months 27 Months 11/13 MA Virginia Beach, VA 15 Months Date 43 Sarasota, FL 16 Months 40 10 Months 1 Month River, DE Virginia Beach, VA 12/13 Jacksonville, FL $354,000 10/13 Port Aransas, TX $375,000 11/13 08/13 $315,000 12/13 $349,000 08/13 $330,000 2004 $224,950 12/12 2004 $319,500 07/13 Flybridge 2002 $199,000 Cabo Express 2001 Cabo Express Cabo Express 15 Months 23 Months 6 Cabo 40 Flybridge 2005 $429,000 09/12 40 Cabo Express 2005 $415,000 40 Cabo 40 Express 2004 $349,900 40 Cabo Express 2004 40 Cabo 35 Cabo Express $360,000 12/13 $375,000 06/13 $399,000 2004 $375,000 2007 Flybridge Cabo Express $190,000 12/13 New Jersey Months Cabo 12/11 10/13 $297,000 06/12 $189,000 2007 San Diego, 20 Months CA Los Cabos, Mexico 10/13 $180,000 02/13 $274,900 2003 $159,900 4 Months 4 $350,000 02/12 Cabo 35 11/13 $162,500 04/13 Galveston, TX Months 35 11/13 07/13 $339,000 2007 Flybridge Cabo Indian 11/13 $240,000 06/11 Long Beach, CA 4 Months 35 12/13 $152,000 Yarmouth, MA 10 Months 35 10/13 Bourne, MA 3 Months 35 Warwick, RI 17 Months 35 Newport Beach, CA 9 Months 8 32 Months 31 28 Months 45 CABO 2006 ASKING: $639,900 ENGINES: Twin MANs HP: 1100 each FUEL: 800 gallons BEAM: 15 4 DRAFT: 4 2 LOCATION: Fort Lauderdale, FL... FEATURES Integrated hardtop, Michael Peters designed hull, only 625 original hours, mezzanine seating with storage, 56 gallon bait tank, & interior teak flooring. 10
AN AMERICAN YACHTING FAMILY Since 1948 H o w l e n P a g l i a c c i E v i l E y e B e a t r i c e G r i n d s t o n e B u l l m o o s e P e l i c a n N a h a n n i F r i d a y s C a t c h T r i o s J u l i e t t H o r i z o n M o n k e y B u s i n e s s A c o p y S h a l i m a r F e l e c i d a d CarolannBrowniesIISincerityMonamourWaywardWindBermbeeStarlightExpressGeorgeie PartsIILadyencoreShazuLasereneGallantLadyPartsIVBrowniesIIILadyAliceJervet A r g e d i l l a C o n s u e l l o C h e r o s a C a r l a e l e n a M y W a y A g a i n L i g h t H o r s e S h o n a b o y LadyColomboStarLightSamanthaLynILorraineKallistaJanetMagnificoSeawardIII C - V e n t u r e M o t i v a t i o n B r i t a n n i a M o n A m o u r D e s t i n y L a d y J a k e M o o n R i v e r The Denison family has been a mainstay in the yachting industry for more than 60 years. In 1948, Frank Denison founded Broward Marine, which within 10 years, became the largest employer in Broward County, Florida, and soon after opened another shipyard in Saugatuck, Michigan. For the last half of the 20th century, Broward Marine constructed more luxury yachts over 70-feet than any other manufacturer in the world. Shortly after Frank sold the business, his grandson, Bob Denison, took over the helm of the brokerage company, Denison Yacht Sales. Denison Yacht Sales has grown into a true international yacht brokerage firm, with 11 waterfront offices, a super yacht and charter division, and exclusive new boat sales.. 11
MOMENTUM 2004 741 2005 1,536 2006 1,580 2007 2,319 2008 2.134 2009 2,509 YEAR [Footage of Closings] Denison has grown consistently over the last decade. This momentum of growth, even in challenging economic times, marks Denison as a unique, dynamic, and consistently performing yacht brokerage firm. Since 2004, Denison has increased total footage of boats closed 22-fold. Denison believes success is making our clients happy. We work to accomplish this by doing simple things: working hard, doing what we promise, staying in touch, and being honest. Our growth is a result of our happy clientele referring their friends, and coming back to buy their next boat with us. 2010 6,537 2011 8,747 2012 10,798 2013 16,323 12
SOLD BOATS 135 Horizon 2009 131 Feadship 2002 130 Westport 2004 127 Feadship 1986 118 Denison 1985 115 Denison 1988 111 Broward 112 Westport 2000 110 Cantieri di Pisa 2000 107 Reagan Motoryacht 106 Broward 2004 105 Sunseeker 2005 105 Broward 1993 102 Azimut 1987 101 Northstar 2006 13
SOLD BOATS 98 Broward 1988 98 Broward 1984 98 Winston & Alkar 96 Cantiere delle Marche 2015 92 Ortuna Navi 1989 92 Burger Saling Yacht 90 Broward 1988 87 Warren 2009 86 Azimut 2006 83 Ferretti 2006 82 Horizon 2005 80 Ferretti 2008 80 Azimut 2008 78 Horizon 2005 78 Horizon 2001 14
SOLD BOATS 76 Monte Carlo Yachts 2013 75 Lazzara 2009 75 Lazzara 2007 74 Sunseeker 2000 72 Ferretti 2000 70 Maiora 1998 70 Hatteras 1995 70 Monte Carlo Yachts 2014 70 Neptunus 70 Nordlund 1987 68 Sunseeker 2002 68 Azimut 2006 68 Azimut 2005 68 Azimut 2003 66 Neptunus 2005 15
SOLD BOATS 65 Monte Carlo Yachts 2013 65 Pacific Mariner 2005 64 Fairline 2009 64 Cranch 2010 64 Pershing 2009 63 Hatteras 2001 62 Neptunus 62 Nordhavn 2005 62 Azimut 2008 61 Privilege 2012 60 Sea Ray 2009 60 Prestige 2011 59 Marquis 2005 59 Marquis 2004 58 Sea Ray 2000 16
SOLD BOATS 58 Sea Ray 2006 58 Privilege 2002 57 Mckinna 2005 57 Bertram 2004 56 Pershing 2006 55 Neptunus 2006 53 Sunseeker 2013 53 Swan 53 Selene 2005 53 Selene 2009 52 Sunseeker 2010 52 DuFour 2010 52 Viking 2008 51 Bertram 2008 50 MC5 2014 17
ELEVEN MARINA LOCATIONS SEATTLE, WA HOLLAND, MI ANTIBES, FRANCE MONTAUK, NY MARINA DEL REY, CA NEWPORT BEACH, CA SAN CARLOS, MEXICO ST. PETERSBURG, FL NAPLES, FL PALM BEACH, FL FORT LAUDERDALE, FL HOLLAND, MICHIGAN GOLFE JUAN, FRANCE FORT LAUDERDALE Apex Marine 401 S.W. 1st Avenue #102 Fort Lauderdale, FL 33301 Phone: 954.763.3971 WEST PALM BEACH Soverel Harbour Marina 2401 PGA Blvd #164 Palm Beach, FL 33410 Phone: 561.253.2457 NAPLES Naples Boat Club 909 10th St South #103 Naples, FL 34102 Phone: 239.352.5552 ST. PETERSBURG The Harborage Marina 1110 Third Street South St. Petersburg, FL 33701 Phone: 727.527.2800 LONG ISLAND Montauk Yacht Club 32 Star Island Road Montauk, NY 11954 Phone: 631.963.4486 GREAT LAKES Eldean Shipyard 2150 South Shore Drive Holland, MI 49434 Phone: 616.723.8015 NEWPORT BEACH Lido Marina Village 3440 Vio Oporto Newport Beach, CA 92663 Phone: 949.791.4220 LOS ANGELES The BoatYard 13555 Fiji Way Marina del Rey, CA 90292 Phone: 310.821.5883 SEATTLE Denison Seattle 2130 Westlake Ave N #1 Seattle, WA 98109 Phone: 206.423.5504 MEXICO Edificio Marina Locel 9 San Carlos Sonora, Mexico 85506 Phone: +52 1322.294.2510 FRANCE Port Camille Rayon Quai Napoléon Cote D Azur, France Phone: +33 (0) 492.910.077 18