Image credit: istock.com/Worawee Meepian
Although 2020 may still seem far off, the planning season is fast approaching. So, drawing on many years’ experience advising clients about advertising in the maritime media, we’ve put together some pointers to bear in mind when considering your next campaign.
Pinpoint your target audience – think carefully about who you’re trying to influence and what’s the best outlet to reach them, so you’re not unduly swayed by the allure of the glossiest titles.
Budget real... Continue reading
Although increasing digitalisation is transforming our lives for the better in countless ways, when it comes to advertising it can pay to give traditional print publications due consideration. While there are undoubtedly many advantages of advertising online, particularly attractive pricing and the ability to measure response rates, print media still has an important place to play.
Georgina Bartlett, Saltwater Stone MD explains: “On average companies look to a 70:30 split, digital to print, although there’s a growing trend for pure... Continue reading
Image credit: iStock.com/tomertu
With awards season approaching, many of our clients have been busy preparing submissions for a range of international accolades. Among the hopefuls are some exciting, innovative and even game-changing products in both the maritime leisure and commercial sectors.
As awards are a great way to boost promotional activities and generate new PR, they’re an opportunity not to be missed. It’s worth remembering that as many schemes are supported by magazines or publishing houses, suc... Continue reading
Picture caption: Nor-Shipping closing ceremony, photo courtesy of Nor-Shipping
Following a notably quiet event in 2017, the biennial Nor-Shipping exhibition saw an impressive turnaround this year with a 34% increase in participation and exhibitors from 846 of the world’s leading maritime companies in attendance . Saltwater Stone’s Director of PR, Saul Trewern, and Account Executive Jemima Molyneux were in Lillestrøm, near Oslo for the event, supporting clients and enabling meetings with jo... Continue reading
The Saltwater Stone team talks to Jo Roche about the event’s history and how it has expanded and improved over the last two decades.
From the outset Seawork filled a gap in the market as the only showcase for operators, builders and equipment suppliers of small to medium-sized commercial vessels. When it was founded in 1997, by Mercator Media’s CEO Andrew Webster, the only existing commercial shows were in mainland Europe, and these were primarily aimed at larger ships. By focusing on workboats and the smaller end of the shipping m... Continue reading
Saltwater Lady Logbook
By Marco Rossi
It’s not every communications agency that can claim to have a boat named after it; but then, not every communications agency specialises in the maritime industries.
Saltwater Lady is the pertinent new name of the Fairline Phantom 38 recently purchased by Clive and Georgina Bartlett, respectively the non-executive director and managing director of Saltwater Stone. Among the myriad pressing tasks which had to be addressed while Saltwater Lady was laid up for the w... Continue reading
Returning to the office after a busy spell of spring shows, Izzi Birchall talks about the team’s work supporting clients at worldwide events.
Attending international trade exhibitions and boat shows is a vital part of our work at Saltwater Stone and this year seems to have been busier than ever so far. The spring season kicked off with Ocean Business in Southampton, followed by Continue reading
Launching a groundbreaking new diesel outboard and unveiling a revolutionary new integrated e-navigation platform are just two of the accomplishments outlined in this year’s roundup of Saltwater Stone’s activity. Following a busy year for our hard-working PR, media and design teams, there has been plenty to write about for the latest edition of our yearbook.
Within the publication we explain Saltwater Stone’s strategic and practical support for high-p... Continue reading
Seawork 2019 is shaping up to be a must-see event for anybody with an interest in new technology for safe and sustainable marine operations. Hundreds of companies from Britain and around the world will be showcasing new hardware and software for ships and workboats at this year’s exhibition, creating a unique opportunity for vessel operators to connect with potential suppliers.
Saltwater Stone has a long history of involvement with Seawork International and is the official sponsor of the event’s press office. According to Saul Trew... Continue reading
By Jo Roche
Standing quietly at the end of a tree-lined road lies Saltwater Stone’s design studio. Set within a modern, California-style dwelling, it is every inch a creative hub with curvy, colourful furniture and floor-to-ceiling glazing looking out onto a garden of tall firs. Outdoors there is even a table tennis table for when all-important creative breaks are needed.
Run by Alan Yorston and Tara Kenny, the studio is located on the outskirts of Ringwood, about 30 minutes from the main Saltwater Stone office at Poole Q... Continue reading
Saltwater Lady Logbook
By Clive Bartlett
We shall miss our beautiful Fairey Swordsman, Saltwater Lady, which has finally headed south west to her new owner in Totnes. But the next Saltwater Lady has arrived in Poole and work is underway to get her spick and span for the coming season.
She’s a Fairline Phantom 38 which we bought through James and Sian at Ancasta, in Plymouth, to whom we give considerable thanks for their assistance and patience. We had the choice of... Continue reading
Spectacular aerobatic displays of swooping flocks of swifts, circling as they feed on airborne insects, have long been a familiar sight on summer evenings in the UK. Sadly, these birds have become a rarity in Poole, so we are assisting a project run by the charity Birds of Poole Harbour to bolster the numbers of these remarkable long-distance migrants.
The quantity of common swifts visiting the country each year has declined by more than 50% since 1995, according to the British Trust for Ornithology, and the rate of decrease co... Continue reading
Each year we
return from the annual boat show circuit bringing home copies of recently-launched
magazines and new contacts, as well as notes about what worked well and ideas
on things to introduce at future events. But we also find ourselves carrying
back surplus press kits and year after year we find ourselves asking: ‘Do we still
At the touch of a button we can send out releases to selected journalists, straight into their inboxes, just ahead of a press event. So why ha... Continue reading
We have announced our continued commitment to Seawork International (11th - 13th June 2019) by sponsoring the event press office for the sixth year in succession. The show, which will take place at Mayflower Park, Southampton, is expected to be bigger than ever with over 10,000 products and services on display, making it the largest commercial marine and workboat exhibition in Europe.
Each year Seawork International attracts visitors and exhibitors from around the world, making it t... Continue reading
After weeks of solid planning and an immense build up, I finally got to see what all the fuss was about. It has only been a few months since I joined the Saltwater Stone team and coming from a technology background, the marine industry is a whole new kettle of fish.
Representing our clients and being a part of the show really opened my eyes into such an interesting industry and the many diverse businesses that are involved all round the world. While trying not to lose my bearings and get lost in the tremendous trade show, wha... Continue reading
We caught up with one of our PR Account Managers, Karen, on her return from this year’s Fort Lauderdale Boat Show (FLIBS). Here’s what she had to say:
What did you enjoy most about the show?
“The hospitality of Americans never fails to disappoint me. They always extend such a warm welcome to visitors. I found FLIBS very relaxed and friendly, and communication was easy.”
Was anything different about running a press event at a US show in compa... Continue reading
At this time of year, it always feels like we’re cutting a movie trailer when it comes to creating our yearbook. We’ve already made the film, our last year of work, and now it’s time to select some of the highlights to produce a varied and enticing snapshot of what we’ve been up to.
Now in its third edition, the Saltwater Stone Yearbook was introduced to give deeper insight into the way we operate and includes some of the most interesting campaigns we’ve been involved with over the past 12 months. We’re all so proud of th... Continue reading
Struggling to keep up with newsfeeds, connection requests and posts to craft? You may feel as if you’ve jumped on the bandwagon and joined too many social media platforms, especially if time spent on them is eating into other tasks. If so, look back and consider why you initially joined.
Business or pleasure?
In this blog, we’ll focus on business profiles, but it is a good idea to differentiate between how you use platforms for socialising and how you use them differen... Continue reading
Your new products are ready for launch, your team is briefed, the branded collateral has been delivered and the exhibition stand is looking spot on.
With the autumn boat show season upon us, and so many tasks to complete to be ahead of the game, planning a social media campaign may well be at the lower end of your to-do list. But, if you regularly use social media to engage with customers and the industry, now is not a good time to stop.
As time is at a premium, these three tips might just give you some encour... Continue reading
Click-through rates are an important form of data to consider when analysing the success of online advertising campaigns. We chatted with Izzi, our Senior Executive - Media and Marketing, who explained why we should take note of these percentages:
First things first, what is a CTR% and why should I use it?
I’m glad you asked! It’s a handy indicator that highlights the amount of traffic your online advert is attracting. To calculate, simply take the number of visitors who clicked on your advert, divide this by the number of impr... Continue reading
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