{"id":1889,"date":"2026-06-10T13:15:11","date_gmt":"2026-06-10T11:15:11","guid":{"rendered":"https:\/\/lliquida.com\/?p=1889"},"modified":"2026-06-22T11:06:45","modified_gmt":"2026-06-22T09:06:45","slug":"communication-marketing-shipyard-phases","status":"publish","type":"post","link":"https:\/\/lliquida.com\/en\/communication-marketing-shipyard-phases\/","title":{"rendered":"Marketing has a communication problem."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">It often uses English words for simple concepts.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Useful, fundamental things, but spoken more as if they were gibberish rather than real concepts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And then it is surprised when the average shipyard owner looks at the consultant with the same trust they reserve for weather forecasts based on the analysis of bird entrails.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s try to do it differently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in translating what the expert on duty means when using certain words, you also get to see what you need to say when you communicate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you exist? The first goal of any communication activity is visibility: in jargon, awareness.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People need to know you exist.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not understand what you do, not want to buy: just know you are there.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is the lowest step, but without that one, you cannot climb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The goal is simply to register your presence in people&#8217;s minds before explaining what you do or proposing a purchase.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A shipyard that does not exhibit at boat shows, does not publish anything online, and lacks a recognizable digital presence has a problem of perceived existence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then of course there is the case where someone sees a friend&#8217;s boat, gets on board, falls in love with it, and buys it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it is a case that, although real, is quite sporadic: I would not base my commercial strategy on it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you on the list? When someone starts evaluating a purchase &#8211; a boat, a storage service, a charter &#8211; they mentally build a list of options.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The interest phase (for the educated: consideration) is the one where they decide whether you are on that list or not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existing is not enough.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You need to be relevant at the moment the customer is searching.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Being in front of the potential customer&#8217;s eyes as constantly as possible is an infallible system to increase the chance of being on the list.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this is because, basically, our brain does not like to make an effort.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is proven by various studies, including those with which psychologist Daniel Kahneman won the Nobel Prize in Economics in 2002, a fine collection of which can be found in the book <a href=\"https:\/\/it.wikipedia.org\/wiki\/Pensieri_lenti_e_veloci\" target=\"_blank\" rel=\"noreferrer noopener\">Thinking, Fast and Slow<\/a>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If I have to choose something and one option automatically pops into my head that seems fine, why should I make the effort to think of another?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Have you closed? Here we talk about conversion, but the kind that has nothing to do with religious faith.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conversion is the moment interest becomes action: a signature, a phone call, a bank transfer. It is the phase that everyone measures (among those who measure their results).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, it is often the only one they measure, and for this reason, it is also the one on which the most energy is wasted.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The paradox: if you did the two previous phases well, conversion is almost, actually let me rewrite it in capital letters: ALMOST a consequence. If you are forcing it, you probably skipped something before.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Watch out for two things.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One, conversion is not necessarily a sale: sometimes the purpose of a campaign is to get a contact request or information.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand: how many boats <a href=\"https:\/\/lliquida.com\/en\/september-boat-shows-marketing-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">have you sold directly at a boat show<\/a> versus how many contacts you collected?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Two, in the nautical industry, where contracts swing on huge figures and complex negotiations, conversion requires gigantic relational sales and negotiation skills.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exceptional marketing brings the qualified lead, but it does not sign contracts instead of the salesperson.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important thing is to be clear about what kind of conversion we intend to have at the end of each activity with this purpose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do they come back? Customer loyalty (when you meet the consultant on duty tell them retention so they are happy) is the phase that the nautical sector systematically underestimates.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet according to several studies cited by <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noreferrer noopener\">Harvard Business Review <\/a>and taken up by various marketing analysts, acquiring a new customer can cost at least 5 times more than maintaining an existing one.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Who also performs another service for the shipyard or nautical professional: they cost less to manage, buy more easily, bring others with them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Loyalty programs in shipyards can be counted on the fingers of one hand.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Post-sale newsletters as well.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Structured follow-up after a charter season, almost non-existent.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/lliquida.com\/en\/nautical-marketing-seduction-after-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">It is a huge opportunity. Left there.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And, look at the magic: retention (customers who come back and speak well of the boat) directly feeds awareness (new visibility) <a href=\"https:\/\/lliquida.com\/en\/the-power-of-word-of-mouth-turning-ideas-into-action\/\" target=\"_blank\" rel=\"noreferrer noopener\">through word of mouth<\/a>, which in the nautical industry is the primary sales channel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These four phases are the structure of any commercial relationship that works over time.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then they formatted them as academic theories.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But they are based on how our brain works.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which, it is good to remember often, resorts to reason only <a href=\"https:\/\/lliquida.com\/en\/b2b-emotional-marketing-nautical\/\" target=\"_blank\" rel=\"noreferrer noopener\">when it has to justify a choice it has already emotionally made<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, channels change, the product changes, the market changes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the logic, that does not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It often uses English words for simple concepts.&nbsp; Useful, fundamental things, but spoken more as if they were gibberish rather than real concepts. And then it is surprised when the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1887,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[130,142,643,256,571,17,273],"class_list":["post-1889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-boat-sales","tag-communication-strategy","tag-customer-retention","tag-fidelizzazione-clienti-en","tag-marketing-nautico-2","tag-nautical-marketing","tag-strategia-di-comunicazione-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Communication in Nautical Marketing: The 4 Phases - LLiquida<\/title>\n<meta name=\"description\" content=\"How communication works in the nautical sector without using English buzzwords. 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