Q) Who's Idea was it to start a corporate blog?

Sort of a combination really. The "R" in BCR, Sigurd Rinde (forthcoming.typepad.com) and his friend/colleague, Hugh McLeod (gapingvoid.com). They both have blogs. Hugh is a marketing maniac on the blogosphere. In fact, it was probably he who pushed us to get going.

Q) Had/does anyone in the company ran/run a blog before fenderkicker?

The company we work for, BCR Yachts, were one of, if not the first yachting company to have a website, back in 1995. It is still run in a similar fashion i.e. with news stories on the first page, looking like a newspaper. I guess we have always felt that a constantly changing front page will keep the readers returning to it. Even the controversial stuff which the yachting community generally shy away from, we think it needs to be published.

(if so - what are the URL's?)

www.bcryachts.com

Q) What was the concept behind the blog?

To be transparent to the clients. There is a major lack of trust in the yachting industry… people keeping their cards close to their chest. The internet is slowly eating away at the lack of transparency, we thought we’d help give it a little nudge.

Q) what do you mean by "lack of trust"?

The tendency in this industry is for those involved to keep information close to the chest, and only give it away if money is received. This includes how much commission is paid to the broker. How can an owner or client trust the broker when they don't know how much is being earned? I have no problem in telling the client how much we earn, in fact, I have in the past ensured all parties (buyer, seller, brokers) know how much the commission was, and received a scathing e-mail from the other broker calling me all sorts of names because of my decision. I then made sure the buyer and seller saw the mail from the broker at which point, he changed his tune, and carried on as normal.

Q) Did you aim to be picked up by mainly "boat friendly" sites?

Not really, but of course we knew it would be inevitable. Our aim was to get to the “geeks” on the blogosphere. As Hugh says, “The more geeked-out your blog, the more frickin’ yachts you will sell”. The geeks of today are the CEO’s of tomorrow, these are the people we are aiming at.


Q) You posted infrequently at the beginning, why?

Probably a lack of understanding how it works, that with a little apathy thrown in…


Q)Do you set time aside to post now, or when the need/feeling arises?

Personally I post when I get an idea, and would imagine the other authors are the same. Sometimes when something happens in my job, I get an idea and write about it.


Q) Has the company set rules for what gets posted?

No, none at all, except for not to slag off our competitors. That is a no-brainer though, we need them to work.


Q) Are you surprised by the popularity of the blog?

Yes and no. Yes because we have not really told anyone about it, but no as Hugh / Gapingvoid has been pimping us a little. He has plenty of readers each day, and when he mentions us, there is a massive spike on our stats. Then again, these yachts are fascinating, even to someone who has been involved with them for 13 years…me! I can only imagine what somebody thinks who is land locked, and never seen the sea!

Q) Do you find that potential/actual clients mention the site?

It is a little early for that I think, but I hope it happens. We’ve only been posting regularly for 3 months now, so it’s hard to tell. We do mention it though, hopefully there is an interest to keep coming back.

Q) Has anyone chartered/bought from you as a result of reading fenderkicker?

No that I know of.


Q) Has anyone not charted/bought from you as a result of reading fenderkicker?

Probably…. Heh. I shouldn’t think so, unless they are corrupt beyond repair.


Q) There are around 20(ish) sites that link to - or have linked to articles on Fenderkicker - and not all of them have a nautical flavour - Has this surprised you?

No. The content of our posts range from yachts being built to the dream of a bareboat charter. We do this on purpose to keep the readership, and try to give an overall perspective of the yachting industry.

Q) Has any of the "boat/yacht" media featured Fenderkicker?

No. But I have mentioned it to my Sales guy at Boat International, Charles Finney. He is a great guy, and I like dealing with him, but the prices for advertising with them continually climb, and our competitors are increasing the number of pages they buy. If we purchase one page, we get completely lost within. Although Charles understood my opinion and reasons for not placing ads in the magazine, I’m sure he dismissed the impact of our blog. I am convinced blogging is a more effective marketing tool.

Q) Surly BCR is not a small operation - so why not advertise?

Ah you see, we are only eight people in one office. Some companies have 5-10 offices and a hundred people working for them, with a financial backer throwing money at them. We don't really care though, as to us, printed (push) marketing is on it's way out. People are spending more and more time in front of a computer screen nowadays, searching various criteria. I'm noticing how people arrive at Fenderkicker, specifically with their searches, they are looking out for specific yachting words or products. If we can constantly integrate these words in our posts, and can show our ethics, we will sell more yachts and sell more charters.

Q) Describer the average fenderkicker?

Someone who has a dream of owning a multi-million dollar yacht, but can’t afford it. They walk the walk, and talk the talk, but never pull out their wallet.


Q) Is there a point when dealing with a client - that you realise they are fenderkickers?

I stopped trying to figure out clients ages ago, because you never know. There is no dress code for the multi-millionaire, and generally anyone can roll play. For those who take it to the limit, they get busted when it is time to send money. That’s when they do a runner, and are never heard from again. It happens all the time. Most yacht brokers will play with the client until the end… they want the commission. Any client is a potential commission.


Q) What is the cheapest/most expensive craft (to buy) on your books?

We have a 43 meter motor yacht called New Century which we promote for sales and charter. She is for sale at $16,500,000 US and her charter rate is 135,000/week.

The cheapest is a 65 foot sailing yacht called Viking Girl II. Her charter rate is 19,500/week. Her asking price is 595,000.
(all prices are in dollars)

Q) If I were to charter a "simple- nothing too flash" craft for- 4 persons, with a crew, for 2 weeks stopping at all the "playgrounds" - what would is cost me?

First I would say there is nothing too flash, otherwise the crew would kill me. They are proud of what they do, and take pride in showing the client they offer the best service.

I would say you are looking at a 20 – 24 meter yacht, ranging from 22,000/week to 37,000/week. And that includes only the hire of the yacht and crew. You get to pay extra for food, drinks, fuel, communication, local taxes and berth costs. We price that at 25% extra.

Q) Is BCR at the up-coming Isle of White Cowes-Week?

No. Although I know that is an important race for many, it does not reflect the business we are in. These are full on race boats, with hired race crew. We deal in the pleasure yachting industry, which has few crossover connections. Besides, with the Louis Vuitton Acts this summer in Valencia, anyone interested in racing will be there.

(BTW - I'll be there for a few of days during the week)


About you in more detail


Q) Who are the BCR team?

Lars Bjorklund - Swedish
David Price - Canadian
Sussie Kidd – Australian
Tove Johnson - Swedish
Richard Tomlinson – English / New Zealand
Malcolm Wood – Scottish
Annick Collet – French / South African
Sigurd Rinde (Sleeping Partner) – Norwegian


Q) What part do you play in the team?

I am a sales and charter broker, and am the marketing guy.

Q) How long have you been involved with yachts?

Since I moved from Canada in 1993, with a one year period to complete an MBA.

Q) Is it a hard life - fast boats, fast cars?

Probably for some. Not me. I manage to keep my family life separate from my work life which is important to me. Of course I am first in line to be at the social events, but tend to think I am responsible enough not to get in any trouble.


Q) What's the fastest craft you've personally piloted?

A 95 foot Sunseeker Predator. We took it from Antibes to Monaco for lunch in 20 minutes, reaching a top speed of 47 knots. Very exhilarating.

Q) Which do you personally prefer - a craft under sail, or a craft with a couple of engines powerful enough make you wonder if it's G-force or really a smile on your face?

Sail definitely. I spent 4 years on a Topsail Schooner as bosun. My job was up the rig most of the time, I loved it! The money is in motor yachts, but that doesn't mean I like them…

Q) Have you ever met a (famous) client and got starstruck?

No, can’t really afford to get star struck, otherwise the credibility goes down the toilet. They are people too, who go to the bathroom as I do. We had a yacht owned by David Gilmour of Pink Floyd a few years back. I tried to call his assistant once, and had him on the phone. I don’t even think I flinched.

Q) Which is the hardest time of the year - start of season (if any) or when F1 is "in town"?

It’s pretty difficult to move around now, with the Cannes Film Festival and the Monaco Grand Prix at the same time. Never understood why the organizers can’t get their shit together and have them at different times. All the local people complain, but each year it’s the same thing.

Q) Cannes Film Festival, Monaco Grand Prix - Which do you get more fun out of?

Definitely the Cannes Film Festival. For the yachts, it's a 10 day event, highly organised by the city of Cannes, and the Port. A few years ago, the Chambre du Commerce, who manage the port, introduced a fair and transparent way to book a berth at the Festival, ensuring all applicants were on the same playing field. Now, it works on a first come, first serve, providing the application form is filled in correctly. That makes our job easy, and if the clients understand what is happening, there is no disappointment.

The event itself is also great. The city is busy with famous people everywhere, the bars and cafe's are full, and it's just a great place to people watch. The things people wear to get noticed! It is just simply fun to be there.

Q) What's the strangest charter request you've ever had to deal with?

They are all strange, I had one American expecting to see the entire Mediterranean in a sailing yacht going 10 knots, all in one week. Some people need to look at an atlas before they charter…


Q) Have you chartered out a craft - only to see it in a film later - without knowing it at the time.?

No, and would be unimpressed if I did. These things are covered in the charter contract. Imagine an owner seeing his boat in a movie, but had no idea it was going to happen.


interests: List a few!

Golf, reading, sailing, running, hockey (ice hockey that is)

influences:

Person/people?

My grandfather. Gordon Price. He was the head of the Hamilton School board for many years. He changed the way schooling was taught in Canada, and in 1997, they named a school after him in Hamilton, Ontario, Canada.


Music?

Sarah McLachlan, Pink Floyd, Genesis, Sting, Peter Gabriel.


Favourites:

food?

Lemon Merengue pie, t-bone steak, any Italian

Q) So how do you like your Italian? Oh -Italian food, right, you don't mean an actual Italian cooked.. or do you?

Of course I mean Italian food, although my wife is half Italian... :) Saying that, I get to see how the real Italian food is cooked, and in one word, it is SIMPLE. They can really make something out of nothing taste great, and look fantastic. When I moved from Canada, I had a fairly bland outlook on food, only because the principle plate is meat, and lots of it! My idea of pasta was limited to either macaroni & cheese or spaghetti (Bolognese for the rest of the world). I then spent eight months in Italy restoring a schooner. During that time, I tasted plenty of the local cuisines, and loved it... all. From swordfish to carpaccio to pasta vongole, it was fantastic, I was never afraid to try. Uh....hold on, I draw the line at tripe, just can't get my head around eating something's intestines!

(Yeah, I know what you mean about tripe!)

drink?

Jack Daniels, good red wine

colour?

Navy blue (go figure)

joke?

A guy walks into his bedroom with a sheep under his arm. He looks at his wife and says: “Honey, this is the pig I fuck when you have a headache”.
His wife looks at him in complete and utter disgust. She replies: “Your are such an idiot! You realize that is not a pig but a sheep?”
The husband looks at her and says “I wasn’t talking to you!”


place (can be -location, town, state, country)?

Kinsale, Ireland. I spent three months there on the schooner MARIETTE, we had such a great time there. The Irish seriously know how to have a great time, and not get stressed about anything. More people should be like that!


Q) What makes you laugh (apart from this dumbass questionnaire)?

People watching at the Cannes Film Festival. The extent people go to get noticed is hilarious!


Q) What makes you cry?

Being 5000 miles from all my family, especially with a 5 month old baby which my parents only see twice a year.


finally (stop cheering)

Q) If you had the influence - is there something that you would change? (bring about world peace, prevent hunger or an event etc.)

I guess I would try to get people to be less dependant on our natural resources to propel us around, and to use more alternative methods. Oil and natural gas will run out someday, and we are very arrogant in our current use of it.

I would like to thank Dave and all @ BCR for the interview. Although I'm in to sailing - I'd have to class myself, in this case, as a fenderkicker but that's only coz I ain't got the money to buy a "serious" craft.

I hope that everyone is as green with envy as I am @ your job and the "toys" you get to play with.

I have to say that Dave did provide pics - but some how - either his email filter system, or mine, managed to chew them up - (probably mine to stop me getting even more envious!!) - but when I do get them I'll replace the ones currently here.

Once again Dave, a very big thank-you to you.