MaryAnne Edwards

INTERVIEW

Q1. Will boat shows continue to be important to your business and do you see it critical to your business to get back to the personal relationship building that tends to be the focus of domestic and global boat shows

Like most women I have spoken to recently the answer to this question is an overwhelming yes from both Michaela and Joy. Michaela stated “Boat shows are one of the most essential ways we market and promote our product. They provide us with the opportunity to connect with our existing and potential clients in a face-to-face setting. This allows us to fulfil our commitment of building strong relationships with our customers as well as identify how we can continually improve our product and service to suit their needs. Whilst we also connect with our clients through the delivery of regular targeted newsletters which provide information relevant to the individual, this method will never surpass the value we get from the participation in boat shows and other events such as regattas.”

Q2 What are the key changes you have had to make in your business during this pandemic to survive and thrive?

Michaela, “When the pandemic hit, we immediately looked to our CRM systems to see how we can optimize the services we provide and ensure that our customers continue to see the value Pantaenius provides. Utilising our CRM system also allowed us to reach new customers. Our main success came from the creation of the targeted newsletters for our customers which received positive feedback. We also revisited previous customers and non-converted customers and provided them with personalised, market relevant news along with information and offers.

Q3. The world is now shaped by technology change, social media, consumer expectations and hyper connectivity how have you embraced these factors to develop your business?

Joy, “We have now moved fully into the digital online and social media space to market out business and deliver our training courses.”

Michaela, “We have built a much stronger social media campaign that echoes the Pantaenius philosophy. Combined with our newsletters we have managed to reach a greater potential customer base, and as a by-product have also improved our customer retention.”

Q4. Many stakeholders tell me that customer expectations have changed since the start of the pandemic, and everyone must work harder to achieve customer satisfaction.

Joy, “Crew Pacific deals with two types of Customers: one, being a young student wanting to work on a super yacht without a real understanding of the industry or desire to undertake any courses and two, being the super yacht owner or captain looking for crew.  Captains and owners can be very reluctant to pay placement fees or have been burnt by other crewing agents. I now offer an option where they can take a crew member on a temp basis and be charged a temp fee. If the crewmember works out, then the difference of the full-time fee is paid to Crew Pacific. This option seems to hit the mark.  We must continually look at ways to satisfy our clients issues.”

Michaela, “Pantaenius’ core identity when it comes to market approach is the assurance that everyone in our team understands boats and the risks that come with them and as such, we are able to confidently engage with our customers on such topics.  Unlike our competitors we can offer informed and relevant advice or information, and all 15 of our staff are able to provide this.  This is a unique advantage and is why we have such a high percentage of customer satisfaction with our service.  We have put service at the very top of the list from day one.  We respond to a quote request inside 24 hours in 95% of cases.  We generally process policy amendments on the day and general customer enquiries are responded to within 1 working day.”

Q5. Many businesses say that they now must think more locally than globally given the many covid restrictions and border closures. You have aspects of your business that are global and local – has the mix changed.  Have you refocused your business offering in any way to meet customer needs/expectations?

Michaela, “During the early days of the pandemic we saw a significant fall in both clients use of their insurance product and enquiries associated with boats located outside Australia.  This has changed in the last 6 months as we have seen a return to 2019 figures associated with offshore business.  Much of this increase is related to the sharp increase on high value purchases of boats in Europe and the USA by Australia clients.  Most of these boats have or are destined to be imported back into Australia.”

Joy, “Crew Pacific is an international recruitment agency which means I have a large data base of crew located overseas. I still can place crew in Europe, America, and world-wide. Here in Australia and New Zealand placing crew and running training courses is a little harder with the constant border closures and crew not being able to move around. With this overflow of students not being able to attend training courses it has reduced the number of qualified staff available here.”

Q6. What is your view be of the current Australia and where do you see the opportunities/threats if the borders remain closed?

Michaela, “The boating market is very strong in Australia and NZ.  COVID has undoubtedly led to significant growth in our industry, we anticipate continuing to see the trend of increased participation and use.”

Joy, “Right now for any recruitment agency it is a huge struggle to find qualified and experienced crew in Australia. There is a large shortage right now and with more super yachts being built and new owners buying yachts and building yachts it is only going to get more difficult to fulfill these job roles. Borders need to remain open, and people need to get vaccinated.”

INTERVIEW

Q1. The value of Boat Shows

Both women have a strong view on the value of Boat Shows to their business and see boat shows as critical to building personal relationships and driving their business forward.  Both in the past have been regulars at Monaco, METS and key boat shows in the Pacific Region. Sadly, the requirement to quarantine in a hotel for 2 weeks on return to Australia at a cost of $3k pp is a major deterrent to any Australians currently attending boat shows. Both are members of Superyacht Australia and are positive about their links to this Australian Industry body and their presence at International trade shows.

Q2. What are the key changes you have had to make in your business during this pandemic to survive and thrive

Angela, “The past 12 months have been so busy with local demand that we have not had the need to make any drastic changes.”
Sarah, “Our design work is deeply personal and seeks to imbue a lifestyle rather than just a current trend or look. The biggest adjustment during COVID is how we now communicate with our clients and contractors. As we increasingly deliver design projects remotely, the challenge is to relate how something looks and feels when you don’t have face-to-face contact. We have become creative with video conferencing and visualisation tools such as digital mood boards, technical drawings and photorealistic renders. Seeing and touching textiles and finishes is powerful, so we compile comprehensive story boards of samples, images and renders and deliver these to the client.”

Q3. The world is now shaped by technology change, social media, consumer expectations and hyper connectivity how have you embraced these factors to develop your business.

Angela, “We are striving to accelerate the process to update our website and digital presence. However, I find it challenging for a small, hands-on business like ours to allocate the required financial and time resources to develop the high-quality presence I feel our business deserves. Nevertheless, it has become imperative to feature products & projects through social media, to engage with clients and maximise business exposure at the fast pace of current times.

Sarah, “We’ve recently completed 2 major superyacht refits for Australian owners in the Mediterranean, without ever stepping aboard. Utilising only photo images, GA plans and lots of video walk throughs, we’ve been able to clearly interpret the owners’ vision and translate our design concepts into successful outcomes. It’s both challenging and rewarding.

Q4. Many stakeholders tell me that customer expectations have changed since the start of the pandemic and everyone has to work harder to achieve customer satisfaction or over deliver have you experienced this and how do you address it.

Angela “We experience it in basically all the projects we work on. Customers have higher expectations, anticipating a fast response almost 24/7. However, I find that since the start of Covid clients have also become a little bit more relaxed. They seem not to “stress” as much when things take longer than planned or there are unforeseen situations needing addressing.” 

Sarah, “Personalised, ‘above and beyond’ customer service is one of our hallmarks. The same expectations for quality still exist, it simply takes more time and energy to deliver them during a pandemic. 

Q5. Many businesses say that they now must think more locally than globally given the many covid restrictions and border closures.  You both have aspects of your business that are global and local – has the mix changed.  Have you refocused your business offering in any way to meet customer needs/expectations

Angela, “Since the start of Covid, our business has organically focused more on the domestic market, driven by the strong local demand? Clients’ expectations are very high, and projects have a super tight time frame, requiring our upmost attention to execute and deliver the job to highest level of details.”

Sarah’ “Many foreign flag superyachts have found safety in Australian waters during COVID, however, without owners onboard, the impetus to do more than basic maintenance is not there. On the upside, the local Australian yacht market is on fire, with people seeing yacht charter and ownership as providing the perfect opportunity to get away when overseas holidays are not an option. I’ve seen a shift in the mindset of how Australian owners are using their yachts and a change in demographic with a younger generation now yachting. I’m currently working with several next gen’, first time yacht owners. Their pragmatic approach is a breath of fresh air, as they seek authentic experiences free of the burden of traditional boating mores. They want spaces that embody a sleek and modern aesthetic with a pared down style. With many manufacturers operating well below full capacity for the past 18 months, product supply levels are critically low in several sectors. This has led to price increases and extended lead times. Freight delays and a dramatic increase in the tariffs for airfreight, have driven the cost of delivering our projects up and caused many a sleepless night tracking consignments. Wherever possible I source local materials and several colleagues are now pooling regularly used items.

Q6. What is your view of the current Australia marine industry and where do you see the opportunities/threats if the borders remain closed

Angela, “As in every situation, there are two sides of a medal. So far, the border closure has delivered an extraordinarily strong demand in Australia. People have seen yachting as a great alternative to travelling and have invested their financial resources in this sector, keeping the money in the country. New vessels have been purchased and old vessels refitted. They will require ongoing maintenance, marina facilities, supplies and services for the benefit of all. It is a market that has grown in numbers and value and is there to stay. On the other hand, the inability to travel may lead to a slowdown in R&D and product innovation and the weakening of trade relationships, with possible consequences particularly for local companies highly dependent on export.”

Sarah, “I believe there’s an outstanding opportunity for superyachts from Asia and the Northern Hemisphere to cruise and undertake maintenance within ‘A South Pacific Bubble’. Australia, New Zealand, Fiji, Tahiti, the Cook Islands, Samoa and Tonga offer some of the world’s most extraordinary and largely unexplored cruising grounds. Our aim should be keenly focused on promoting the region as a safe haven, an oasis with world-class service facilities and iconic destinations. Vaccination and quarantining requirements will be key to the success of such a strategy and warrants a collaborative marketing response from our industry and governments in the region.”

INTERVIEW

Q1. Will boat shows continue to be important to your business and do you see it critical to your business to get back to the personal relationship building that tends to be the focus of domestic and global boat shows.

Nicky, “Boat Shows are an incredibly important part of our business. People still need to look at and feel our products and lifestyle. This can never be entirely replaced digitally; people are accepting it temporarily but won’t do so for the long term in my view.  The collaborations formed between businesses at Boat Shows can be crucial in moving businesses forward.

Q2 What are the key changes you have had to make in your business during this pandemic to survive and thrive

Nicky, “As a family run marina we have a very “client focused” approach and our clients can visibly see the continuous investment we are making in our facility and in all we do, thus creating a strong loyalty towards our business. We can’t just hope it gets better we have to make it get better. To this end we have focused on supporting local suppliers for our restaurant and are continually looking at how we can improve our offering to meet the current environment, obviously moving to takeaway food during restricted periods. An advantage many marinas food and beverage outlets have is our outdoor spaces and it’s important we make the most of this going forward.”

Suzanne, “the pandemic has forced us all to do things differently and has presented us with many new opportunities that we otherwise may not have ever considered or realised. The MIAA responded to the pandemic by quickly transitioning several courses to online formats. We also held some of our traditionally face to face management courses virtually.  This allowed some who were often unable to access the courses due to location or cost or time to attend, so we attracted a different audience.  We also trialled a virtual marina tour of Empire Marina at Bobbin Head.  As a 5 Gold Anchor Platinum Marina it attracted a lot of interest from overseas.  We weren’t sure what to think before doing it, but it worked tremendously well and will do it again. We have seen a real desire from members for more online, short courses and as a result have two more under development which will be released in the coming months. It seems that people have become a lot more comfortable with online formats because of the pandemic and realise the considerable time, cost and convenience benefits.

Q3. The world is now shaped by technology change, social media, consumer expectations and hyper connectivity how have you embraced these factors to develop your business.

Nicky, “Whilst we don’t have Boat Shows available to us it’s important, we retain and expand connections keeping our social media channels active and interesting, and provide engaging and useful information to our clients through socials, newsletters, podcasts, calls and smaller events.”

Suzanne, “Boaters are constantly on the move and need convenient ways to locate services at their next destination.  Gone is Yellow Pages!  The MIAA is just completing the development of My Marinas Guide, a map-based, online marine services directory providing a comprehensive listing of all marinas, yacht clubs and boatyards in Australia.  It will assist boaters in their passage planning by enabling them to locate marinas, maintenance facilities and service providers suitable to their needs in particular geographic locations.  In collaboration with Superyacht Australia and the Boating Industry Association, this year we launched an online jobs board specifically for the broader marine industry called Marine Jobs.  It functions in much the same way as SEEK but is focussed on our industry and profiles a range of career resources for our workforce.

Q4. Many stakeholders tell me that customer expectations have changed since the start of the pandemic and everyone has to work harder to achieve customer satisfaction

Nicky, “Customer expectations have been changing since the GFC not just since the pandemic. They expect more value, greater service and attention to detail for their hard-earned cash. In addition to this I believe the pandemic has emphasised those that are doing what they do well and those who were just riding the wave. Businesses that were more driven and engaged have pivoted to create better outcomes for their clients and this in turn has put pressure on other businesses to do likewise. It’s been tough with rising costs in all areas as we adapt to higher expectations and safety requirements that’s for sure.”

Suzanne, “The expectations are different.  The support, and the way we deliver it, to our members has changed as a result.  When lockdowns and restrictions come into play, our members really looked to us for support and guidance to help them to interpret the rapidly changing advice and regulations coming from government.  There was also a need to ensure the government understood the implications for our industry and that certain functions needed to continue to mitigate safety and environmental risks. Yes, I agree that you do work harder because there are new functions to take on.  In addition to this, much of what you have planned needs to ‘piviot’ a word that has been popularised by the pandemic, but it is true – you have to remain agile, flexible and ready to change course”

Q5 Many businesses say that they now must think more locally than globally given the many covid restrictions and border closures.  Have you refocused your business offering in any way to meet customer needs/expectations

Nicky “Almost all of our marina clients are permanents, so our focus has always been local, although we do collaborate with other marinas on the East Coast of Australia to facilitate reciprocal berthing for our clients when cruising.

Suzanne, “It has been challenging remaining relevant to our international members when we are unable to get out to them.  Much of what we offer in the international space requires us to conduct accreditation assessment or deliver education.  We have had to look at creative ways to continue to conduct these services and provide value to our international members.  Again, we have reverted to virtual and online methods.”

Q6. What is your view of the current Australia marine industry and where do you see the opportunities/threats if the borders remain closed and the uncertainty, we continue to face in regards to this pandemic every day.

Nicky, “I believe the pandemic for the boating industry in Australia is in fact an incredible positive, but we do have to be reactive, ready to pivot and adapt at a moment’s notice. We are introducing our boating lifestyle to new audiences, and I hope boating becomes a habit that continues when overseas travel reopens. With the positive global view of Australia, I see tourism thriving in the future.  Superyacht Charter is seeing increased demand, again driven by lack of overseas opportunities and that disposable income still being available. Let’s not forget the Australian spend overseas is not dissimilar to the incoming tourism spend, so it has a reasonably positive net effect. Also, with all the new boats on order right now, supporting boat builders, brokers and related services – they will all need a marina berth…therefore I believe the future of boating in Australia and New Zealand is bright. We will face issues on supply and thus maintenance delays though, and I am hopeful this will encourage the creation of new businesses in Australia to address this problem.”

Suzanne, “Recreational boating has largely been a beneficiary of the pandemic and many of our local marinas and shipyards are very busy and doing very well.   As we all know, it is currently hard to buy a boat.  Second-hand boats often sell before they hit the market and orders for new boats are now being taken for 2022/23 and beyond.   In addition, we have seen many boats arrive from overseas as their owners seek to berth their boats closer to home – and there are more on the way.   Owners need somewhere to keep and maintain their vessels and so it flows that marinas are busy.  That said we have many marinas that rely on tourism, particularly those in Far North Queensland and in Asia and the Pacific.  They have been challenged and we need borders to reopen and tourism to start again to ensure these marinas and the businesses that reside with them survive.  I believe that the challenge we face now is to ensure that people stay boating after the pandemic is over.  We want them to embrace the boating lifestyle for life. “

SUMMARY

Whilst many sectors of the Australian marine industry has thrived during the global pandemic it is becoming increasingly frustrating for the industry with the continual uncertainty around lockdowns. Currently 3 states in Australia are in lockdown preventing charters going ahead and people using their boats. Residents are only allowed to move around within a 5-10km radius imposed in these states. It is becoming more and more evident to everyone that vaccination appears to be the only way out.