Revamping the world of ‘Tried and Tested’
by Nathan Bees, Yachting Pages https://www.yachting-pages.com/
Product ‘tried and tested’ articles are a traditional way for companies to promote their new items and a popular feature of many printed magazines. They have also begun to transfer to digital too with magazines and bloggers producing kit guides and product ‘run downs’.
Many companies are investing in influencers as a ‘modern’ way to promote products. Depending on the product category, this can work well, but it’s increasingly tricky to find genuine value for money as well as influencers that are the correct fit for the brand.
Until recently video has been underused in product promotion, and we realised we could use it as a new way to bring brands and products to life. We enlist the help of real users – genuine influencers in the guise of captains and senior crew. Our aim is to educate the audience fully about every aspect of each item on review as we create ‘real-world’ tests. As part of the online articles that go along with the videos we link to the purchase website so it makes the buyer journey easy.
Our Water Toys Test
Water toys are an essential product. Popular for the excitement and fun they create, toys are a staple part of life on board – so it’s important for captains to have a flawless knowledge of the best new products on the market.
Yacht toy specialist EAMS Yacht Tender Center joined forces with Yachting Pages and an army of experienced crew in the south of France to review the products that will be trending in 2021. The crew, consisting of captains, officers, instructors and engineers, each provided scores across various helpful metrics that we’ve averaged out to provide an overall result.
This test in particular has proved to us that we have curated an effective approach to product testing, one that we will refine and keep fresh with new creative ideas.