COMMUNIQUÉ Mid Month
Communications
IIMS has increased its communications strategy deliberately and significantly during 2023. Despite a membership of 1,000, we have built up a database in excess of 10,000 people who we communicate with monthly and a further database of approaching 8,000 who we communicate with less often. The database is a mix of mainly marine surveyors, but incudes P&I club and flag state surveyors, marine insurers and underwriters, accredited vessel inspectors, loss prevention personnel and vessel owners. The database has grown due to the extensive below the line digital marketing work we have invested in over recent years. Each email address has a value even if the individual is not a marine surveyor.
The monthly News Bulletin (released electronically on the first of each month) is not new, but it has grown exponentially in size this year. Thirty plus pages each month is becoming the norm as we try to bring you a detailed and essential round up of relevant news with a few curved balls thrown in each month for good measure! I monitor the open rates for the emailer that is the gateway to downloading the detailed bulletin itself, in pdf or eReader formats and they have grown. We now average about 7,000 email opens per month with between 700 and 900 downloading the full news bulletin.
MARINE POD ASTSC
editions later recipients seem not to have bored of it. Great and relevant content is what makes it a valuable monthly communication. If you have not yet looked at the Communiqué, it is essentially an emailer with links to all types of content from podcasts to technical articles, forthcoming events and marine newsletters. The email is averaging over 6,000 opens each month, and sometimes as many as 2,000 clicks on the links offered - quite remarkable. I had no idea of the value of podcasts to some marine surveyors, but having tracked the download statistics, I do now!
The launch of the electronic Mid Month Marine Communiqué in January was a bit of a suck it and see idea. It was an instant hit and now 12
The Report Magazine has once again been a pleasure to edit this year for your benefit. We have covered a wide range of topics and I am grateful to all those who have contributed an article, or written content. I always welcome contributions from anyone who has something to say. The Report is now widely read and almost certainly reaches over 10,000 readers a quarter, although it is hard to quantify an exact figure. I can only base the figures on the number of tracked downloads. But one subject that is way ahead of all others this year is lithium-ion battery fires. I have devoted a significant amount of editorial space to this topic and it is an issue for small craft just as it is for large commercial ships, only the devastation caused when a ship is involved in a lithium-ion battery fire is much more dramatic as we have seen; and it brings with it the potential for significant loss of life to say nothing of the valuable marine asset and cargo too.
At the time of writing, we are putting the finishing touches to the 2023 and
34 | ISSUE 106 | DEC 2023 | THE REPORT
third edition of the Safety & Loss Prevention Briefings Compendium. I have been somewhat taken aback by the positive feedback from so many people who have seen and read this publication. The 2023 edition will be available to download by the end of December 2023. I extend my thanks to our in-house graphic designer, Craig Williams, who continues to produce high quality publications.
One of the surprising successes of the year has been our promotional activity with The YachtMarket. This leading internet portal boasts an online inventory of about 30,000 vessels for sale around the world. Earlier this year we agreed to pay for a clickable button, which appears on every listing, inviting the user to ‘Survey it’. Once the button is clicked, it takes the potential boat purchaser straight into the Marine Surveyor Search App enabling them to select a surveyor. The campaign has recorded nearly 3,000 clicks over six months from around the globe. Sadly, I cannot track which surveyor has subsequently been contacted via the app. Anyway, such has been the success, that we plan to roll this marketing initiative on into 2024.
This year we have brought a couple of new handy guides to market and these are selling steadily. Available in both downloadable pdf format or paperback, What a Marine Surveyor Needs To Know About Yacht Rigs by Nick Parkyn and What a Marine Surveyor Needs To Know About Things You See On Survey (And Can’t Quite Always Believe) by Geoff Waddington are both new, bringing the collection to 28 handy guides in total. More are in the pipeline.
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