Princess are on a marketing roll

henryf

henryf

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When it comes to marketing Sunseeker are gods. Mention the fact I've got a motorboat and people immediately ask, "is it a Sunseeker?"

Featured in Bond films everyone the world over knows a big white plastic motorboat is going to be a Sunseeker. On the Bond film placement I might be wrong but I always thought it was the villain who used a Sunseeker. At least once in his career James actually used a Princess....

Princess have always been a little on the understated side, or as understated as a feckin' huge chunk of luxury motorboat can be rolling into town. Both in design and marketing they have erred on the side of caution and conservatism.

Imagine my surprise when not once but twice this week I have seen Plymouth unexpectedly represented in all it's glory. Firstly in "Gentleman's Journal - I've already covered my disappointment that there was a distinct lack of flesh, well female flesh anyway elsewhere in the forum.

Then when Motorboat & Yachting arrived through the post a copy of Watermark, the Princess house magazine was enclosed as well. I'm quite familiar with Watermark but this edition took it to another level. A veritable feast for the discerning boat owner.

I wonder how long before someone asks, "A Princess?" when I mention boat ownership....

Henry :)
 
When that arrived with MBY yesterday it reminded me of those awful fluffy magazines you find in the back of an airline seat, I thumbed through it once then chucked it in the recycling bin. Found it totally irrelevant to boating and it actually alienated me to Princess a bit, where as before I was quite positive.
However I doubt I am the target audience :(
 
Chris_d said:
When that arrived with MBY yesterday it reminded me of those awful fluffy magazines you find in the back of an airline seat, I thumbed through it once then chucked it in the recycling bin. Found it totally irrelevant to boating and it actually alienated me to Princess a bit, where as before I was quite positive.
However I doubt I am the target audience :(
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Clearly it is aimed at those most likely to buy a Princess. I know nothing about you so can't comment.

What I would say is that had you read the magazine you would have experienced a water colour artist from the late 1700's to early 1800's based in the South West who did his own thing. Largely unrecognised at the time and rejected by the Royal Academy his work has now found favour. An exhibition of his work bequeathed to the British Museum is on display until August 14th.

A look at the Blues music scene as it came to the end of it's popularity in 1966. Guitar legend Eric Clapton's early career.

What's involved in transporting a 30m motor yacht from Plymouth to the exhibition hall in Boot Düsseldorf. More complex than you might imagine.

A British watchmaker based on the Isle of Man. His journey and background. A refreshingly British take on things and a man happy to acknowledge the skills of others. His most expensive commissions command a staggering 6 figures.

A bloke who's dad always wanted to fly Spitfires but never got to do so. He travels the world finding and restoring old war planes. The story of his travels and the lengths he goes to are incredible is the story of how solutions have been found to old problems.

A peek behind our latest world land speed attempt.

The story behind Princess promotional images used of late. An artist who decided to pursue his passion.

Some fashion stuff which I merely glanced through.

A feature on St Barth in the Caribbean.

A feature on the regeneration of Mount Street in London into a luxury shopping and lifestyle venue.

Some crazy toys and tenders for the man who has everything. A $1.3m surfboard !!!!!! and an altogether more realistic electric hydrofoil which I saw in Singapore recently.

The Story behind Rockfish / Seahorse Dartmouth. Again based in the South West.

A bit of info on some of the Princess models.

A quick meet & greet with a former missile electronics engineer who now builds wiring looms for Princess.

A few adverts and aspirational products sprinkled in.

Not sure what of that lot would offend and cause you to reject Princess where previously you were a fan.

How bizarre :(

Henry :)
 
A lot if interesting stuff, but it would bother me that the price of my boat is being spent on paying someone to write all that non boaty stuff and not on R&D to make better boats.
I appreciate marketing is necessary but I would rather just see more relevant stuff that would inspire me to buy a Princess, to me it suggests that there more people at Princess obsessed with music and art than making boats. Or maybe its just me.
 
Chris_d said:
A lot if interesting stuff, but it would bother me that the price of my boat is being spent on paying someone to write all that non boaty stuff and not on R&D to make better boats.
I appreciate marketing is necessary but I would rather just see more relevant stuff that would inspire me to buy a Princess, to me it suggests that there more people at Princess obsessed with music and art than making boats. Or maybe its just me.
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It's just you.

25 pages of advertising and it may well be that some of the articles, however well written are in themselves advertorials. If the magazine had net cost it would be tiny in the grand scheme of things.

Remember Watermark already exists and is used to engage with current owners. So actually the cost of the MBY promo was merely additional print copies and distribution costs. Over 300 boats less than a tenner a piece. If it bothers you I'll give you £20 as a welcome to the family gift if you buy a new Princess :)

Henry :)
 
Sounds like the sort of rubbish that you get sent by audi,BMW for a couple of years,etc when you buy one of their cars.

A total waste of paper to me( so it's not just you) but this sort of thing does seem to have an appeal to a certain type of person,and it does seem to be an increasingly common way of marketing 'luxury/aspirational' purchases
 
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So much anger vented on a magazine freebie ... :)

Why wouldn't Princess or indeed any luxury brand put lifestyle-led marketing materials out there. Nobody buys these products because they need them, it's all about the brand and the culture and the perception. Seems wholly appropriate to me.
 
julians said:
Sounds like the sort of rubbish that you get sent by audi,BMW for a couple of years,etc when you buy one of their cars.

A total waste of paper to me( so it's not just you) but this sort of thing does seem to have an appeal to a certain type of person,and it does seem to be an increasingly common way of marketing 'luxury/aspirational' purchases
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No not just you I dislike that sort of thing also. Quite frankly the term lifestyle magazine annoys the hell out of me. I thought lifestyle was all about swinging anyway. Now that would be more interesting :)

Dennis
 
A1GSS said:
So much anger vented on a magazine freebie ... :)

Why wouldn't Princess or indeed any luxury brand put lifestyle-led marketing materials out there. Nobody buys these products because they need them, it's all about the brand and the culture and the perception. Seems wholly appropriate to me.
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Brand, Culture and perception. Isn't that all for people who have no real confidence in themselves and who they actually
are

Pretentious moi
 
The people who are able to treat themselves to a new Princess can also afford a decent car, a nice watch, a holiday and the odd meal out in a swanky restaurant. So some of the content may appeal. It is merely a magazine to send out to customers and prospective customers that is a bit more than just a photocopied price list. Without ramming the product down peoples throats it allows them to showcase new models and keep Princess in people's thoughts.

Princess aren't trying to alienate anyone. There was a Fiat 500 in there, all be it a fancy one, the restaurant featured serves dishes for less than a tenner and Mini had a full page advert. I couldn't see the word lifestyle anywhere on the cover, there was a Travel and Lifestyle section along with Culture & the Arts, Design & Technology, Style & Creativity.

It's the Princess customer magazine. They are from Plymouth for Christ's sake, not Beverly Hills. Have you ever been to Plymouth? They're West Country boys & girls and proud of it. They associate with other brands from the West Country. I've spent time with the MD and can assure you he is the most down to earth bloke on the planet, far more so than anyone on here could ever imagine. He's justifiably proud of the product but doesn't live in a glorified bubble.

To some people the items featured in the magazine will be everyday purchases for others they might be one off treats more still will see them as pipe dreams.

I pity big brands like Princess. Now more than ever they are trying to sell Britain to the world and all you lot do is moan like feck about being given a freebie along with your Motorboat & Yachting.

I was thinking of giving away a free iPad with all subscriptions loaded with some promotional material but you lot would only complain that it took you 5 minutes to clear it off so you could use it of sell it on eBay so to avoid alienating potential customers I shall save my money.

Henry :)
 
H, of its kind I thought it was pretty good and will read some of the articles when I'm on the loo or lying in the bath. And I certainly agree that some of the other manufacturers need to steal some of Sunseeker's limelight from them.

But my one main issue with this magazine is that you could replace Princess with Fairline or Sunseeker, or even some Italian or froggy brand. OK, now you point it out there's a west country slant but that was a little too subtle for a dimwit like me.

Anyhow, the magazine certainly won't put me off Princess, but I can't honestly say it would increase my chances of buying one. For maximum impact, it would be better placed in an airport lounge or some posh waiting room (where no doubt some copies will end up).
 
henryf said:
I was thinking of giving away a free iPad with all subscriptions loaded with some promotional material but you lot would only complain that it took you 5 minutes to clear it off so you could use it of sell it on eBay so to avoid alienating potential customers I shall save my money.
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I'll have a free iPad if there's any going spare!
 
I haven't had the benefit of reading this publication yet, being stranded on my lifestyle, and aspirational boat (albeit an alternator short of a complete set��), hence separated by 85 or so miles from it. However, good for Princess IMHO. For all those who are outraged by the mag, you always have file 13 to resolve your angst ��.
 
Would have Preffered some how to have been asked if wanted a copy first .kinda feel slightly abused in a data protection sort of way ,that IPC media ( or who ever runs the mag ? ) have used my details on there database to for want of a better word "junk mail " me .
Assume I,ve inadvertently signed up this data base - pass the parcel when completing the sub form ? Dunno ?

Any how stepping down from the pulpit :)
It's a nice mag as others have said ( justed thumbed through and put down ) - much of a muchness for a brand /lifestyle mag , but I,am not convinced it will sell boats
It's just more of what society expects a manufacturer of a product ,a high end product should have in there marketing portfolio to reflect how they think the owners ought to behave .
These things do make coffee table reading - or more like decorating ?

Bit sad really that some one else is subconsciously trying to shape your buying decisions ?

Also these days with the Internet in a few clicks anybody can find anything inc so called high end stuff .
So if it was me -in marketing -I would make sure web site and other online mediums like chat , owner club ,farce book ,tw-tter - etc are 8hit hot .

My wife's chucked ours in the recycle bin .Does any body know if the paper was recycled ?

I wonder what next month mag brings ?
 
I don't get the data protection bit. IPC haven't given your data to anyone, the mag is supplied to them, and they parcel it with your MBY. The mag is offered as a freebie. If you don't want it, pop it in the bin with the wrapper. No harm done to anyone. As Henry said earlier, the adverts will have paid for the mag.
 
Holy cow. Tell me you don't wear tin foil or a colander on your head to stop people stealing your thoughts.

No one has sold your data or given your email address away. Everyone who subscribes to the magazine got a copy. Princess have no idea who you are.

They won't be expecting people to rush out and buy a boat as soon as they reach the end of the mag. It's merely a very gentle introduction which might encourage you to pop onto the stand and say hello at a boat show or poke your nose into a dealer if ever you were thinking of changing boats.

You do realise there are adverts plastered throughout MB&Y I take it? This is just a big advert. You can choose to throw it in the bin as you might turn the page in the magazine or you can choose to read it. I can assure you there are no subliminal messages, no drug coated inks and no amazing electronics which send data back to Princess HQ :)
 
petem said:
But my one main issue with this magazine is that you could replace Princess with Fairline or Sunseeker, or even some Italian or froggy brand. OK, now you point it out there's a west country slant but that was a little too subtle for a dimwit like me.
Click to expand...

I'm curious. Given that Princess are chasing pretty much the exact same target market as Sunseeker and Fairline, what would you have put in the Princess magazine that wouldn't have been in one that Sunseeker or Fairline produced (or indeed taken out perhaps) to make it stand apart as something that wouldn't have come from either of those manufacturers?
 
I have to say that I agree with Henry - it's free and quite a nice gesture by Princess to give something to the local economy. Probably a better use of marketing budget than lining Google's pockets (or similar) too... As we all know, marketing is all about numbers and if one in 20 like the magazine then it's a success. I buy local whenever I can and feel Princess 'spreading the word' can do no harm - the owners of the businesses represented have probably contributed anyway and perhaps when reaching the dizzying heights of success will invest in a Princess themselves...? :cool:

(P.S. Henry - personally, I'd rather have the magazine than the iPad as I'm allergic to Apple! :p)
 
For the love of God ... Seriously ??

It's paid for advertising. There are no data rules it's in keeping with the readership and hits the demographic.... Unsurprisingly the only one who seems to get it on here is an "ultra " car salesman !

I have just turned 42 and its a constant worry that I am nearing the age where I moan as much as some of you lot !
 
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