Now more than ever, boatbuilders are eager to get close to their customer, but how do you do that effectively if for the most part it is the dealers that have that personal connection? In short how does a brand ’speak’ to the buyer on a personal level?
At the Cannes show last week, Italian builder Azimut | Benetti Group presented its innovations under the marketing strapline Dare to Amaze. IBI touched base with the Group’s Chief Marketing Officer, Mario Gornati, to drill down on the concept – and why those three words in particular were chosen to connect with the customer.
”Dare to Amaze is a synthesis of brand’s DNA,” explained Gornati. ”Since the beginning, Paolo Vitelli, who founded the company in 1969, was not afraid to introduce disruptive innovations, pushing the limits of boating even further.”
Gornati says it was the case in 1991 when Azimut introduced uninterrupted windows glued onto the fibreglass, and in 2003, with the introduction of large hull windows. The heritage is perpetuated today, by Vitelli’s daughter, Giovanna, chair of the group since March 2023. With the same spirit, says Gornati, Giovanna Vitelli addresses the issue of sustainability, with the recent announcement of the use of a biofuel made of 100% HVO (Hydrogenated Vegetable Oil) for instance.
Seen from a marketing point of view, Dare to Amaze encapsulates the promise that the brand makes to its customers, a promise based on real facts and transparency, and on a customer journey which leaves nothing to chance. According to Gornati: “marketing activities must be consistent with brand values: an Azimut customer is a successful boat owner who wants to enjoy his achievements in life. We offer him the ability to become part of a community of successful people, who love and celebrate life, by sharing their passions with special events. On the other hand, Benetti customers are more reserved, they rather enjoy exclusivity and a more selective and private service”. Starting from the needs and expectations of different customers’ segments, the Group conceived dedicated journeys which are consistent to all touch points.
In this regard, a key issue of the industry lies in the fact that most brands do not own all touch points with clients, because they often rely on a dealer network for their distribution, as is the case for Azimut. “Dealers must share our vision,” continues Gornati, ”and be the best ambassadors of the brand in the eye of customers. Our dealers are very select independent companies, who are committed to Azimut values. When a customer interacts with them, he must feel he’s in touch with the brand. Investments are required to integrate the corporate image, whether it is for their offices, their web presence, or local events”.
The boat industry is very linked to events, whether they are boat shows, corporate’s events, or regional ones. They have the manifold purpose to give customers the chance to see and test yachts, but there’s more to it than that, says Gornati. They also provide a vital opportunity to tighten the bonds with clients and prospective customers, by offering them memorable experiences. “We work all year-round to prepare for the main boat-shows – it is a significant investment, logistically and financially, but there’s no other way – customers cannot buy a yacht with a click on the internet”.
Gornati says the boat show is a sophisticated staging, with many actors involved – manufacturers and dealers can make their seasonal targets in only few days. “They are events designed to make our customers feel special.” Dealers neccesarily play a crucial role: they are asked to invest to align with the corporate image, and with the disruptive spirit that identifies the brand.
“In this sense, Dare to Amaze is the representation of Azimut customer journey”, says Gornati.
