Princess Yachts is a well-known British luxury yacht builder, with offerings ranging from small sportboats to luxury superyachts. But, it’s more than a manufacturer. In fact, Kiran Jay Haslam, the chief marketing officer, and the management team are trying to ensure that current and future clients are receiving an authentic consumer experience.
It may sound clichéd, but changing the customer experience is indeed a high priority. This explains, why, for example, you won’t see mannequin-like models posing on sunpads in promotional video after promotional video. Instead, you’ll see day-in-the-life scenes, like those in in the video for the M Class series. Specifically, you’ll see a family of grandparents, their grown children, and their grandchildren having fun together onboard, a real family among Princess Yachts’ customers.
Similarly, and especially in these days of Zoom meetings and live-streaming yachting events, Haslam believes real, candid conversations are what customers want, not stiff speeches and PowerPoint presentations. This had a major influence on the recent Facebook Live premiere of the X95. https://megayachtnews.com/2020/07/princess-x95-launch-on-facebook-live-next-week/
In this episode of Megayacht news Radio, Haslam shares:
- how he sees major differences, yet also some similarities, between tapping into the emotion of a luxury car and a yacht
- why the Facebook Live event strove to talk to customers, not at them, and show a more relaxed side of the Princess Yachts management team
- what we can expect from Princess Yachts in the coming months, especially pertaining to the X Class
- and more.
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