Shows, catalogues and influencers: exploring Vetus’ 60 years of marine marketing

Founded in 1964 by Willem den Ouden, Dutch equipment distributor and manufacturer Vetus is celebrating its 60th anniversary this year.

The company began in a first-floor apartment in Rotterdam in July 1964. In the early days 29-year-old den Ouden ran the business from a desk in the corner of his bedroom. Sixty years later, it’s grown to be an innovative, global and successful name in the marine industry.

Not only has its premises and products (for leisure craft and small commercial vessels) changed rather dramatically, so has its marketing.

Shows and catalogue used for marine marketing

“In the early years of Vetus, the marketing focus centred around boat shows and the catalogue,” says Sander Gesink, marketing director.

“In recent years, the growth of online marketing has changed the marketing landscape and the way we communicate with our customers worldwide. It is increasingly common for people to start their information journey online, so we have adapted to this trend with ongoing developments in e-commerce and further marketing innovations to capitalise on the fast-changing digital environment.

“Most consumers are very active online and search for information and advice to drive their buying decisions. They expect manufacturers to provide rich and specialist content and insight about their products and brands, so it is important for Vetus to share our expertise to benefit consumers and promote our innovations and systems. With effective marketing campaigns, companies can benefit from the gigantic reach now available.”

Content marketing proves useful for marine manufacturers

Vetus plans to continue to focus on reaching different markets through social media engagement. Content marketing is also key for Vetus, as Gesink says it helps to confirm that the company is a source of trusted information. Using content marketing it aims to strengthen its reputation as an innovator and expert in the design and development of the best boating systems.

And within that mix is user-video.

“Partnering with the right influencers for your brand provides access to a large group of relevant followers,” explains Gesink (pictured).

The company recently announced a sponsorship deal with Brazilian social media influencers, Duca and Roberta, in support of their Odd Life Crafting project. Vetus is supplying numerous products to equip their new build 43-foot aluminium deck saloon sailboat (being built from the ground-up in collaboration with French boatbuilders Meta), with product installation and performance featured in upcoming videos and social media content.

The duo has so far accumulated a following of 244K on YouTube and 25.9K on Instagram, where they share the behind-the-scenes action of their latest ventures.

“When Vetus establishes a new collaboration, it is with people who are already fans of our product range,” says Gesink. Vetus was initially introduced to Duca and Roberta (pictured below) at METS in 2022. The pair’s experiences and ongoing projects, along with their enthusiasm and preference towards Vetus products, underscored their suitability as ideal partners for the brand.

“We have wanted to work with Vetus since we restored our first boat, Odd, back in 2019 because they have such a broad lineup of good quality products,” Roberta says. “In fact, if you have ever been on a boat before, there is a huge chance that you have already used one of their 4,000 products from their extensive catalog.”

“We get the satisfaction of providing a range of products for worthy boating projects, while also giving the influencers access to our worldwide sales and customer service,” says Gesink.

“The platform enables us to reach more customers and builds our brand awareness, delivering excellent exposure for Vetus and spreading the word to hundreds of thousands of followers about the benefits and features of our product portfolio. Real-life videos produced by the influencers are very effective in promoting the ease of use and applications of the Vetus systems.”

Also on its influencer roster is Matt and Jessica Johnson (who post as MJ Sailing). In March this year, Vetus Maxwell announced it was backing the duo by supplying a full range of products to support the couple’s project to build a custom 42-foot Max Cruise Marine catamaran. The US social media influencers (pictured below) have logged over 35,000 miles at sea in the last decade on their former boats, amassing a huge following with thousands tuning in for their YouTube videos and blogs.

The sponsorship agreement is a significant boost for MJ’s build plans and enables the couple to select from a range of Vetus products such as compact electric toilets, portholes, hatches, windlasses and freshwater system components. MJ will then feature the various Vetus equipment in their YouTube videos, covering the installations through to the products’ performance, functionality, durability and usability over the coming years.

“Everything made by Vetus is of the highest quality and most importantly it’s built to last,” Matt Johnson says. “Because this is such a big project for us, we must have confidence in our materials and equipment, which we have learned the hard way from past experiences. For example, our last boat which we also sailed around the world in, was fitted with hatches made by various manufacturers but most of them leaked. However, the hatches made by Vetus didn’t, so we get total peace of mind with Vetus as our go-to manufacturer for long-term cruising.”

Taking risks in marine marketing

“If you don’t try new ideas or take any risks, you never improve and move forward,” says Gesink, but clarifies that Vetus hasn’t made any ‘huge mistakes’. “As we manufacture most of our products and systems in-house, we have a tried and tested process from idea and concept, through to production, testing and market introduction, so our marketing campaigns are formulated with great insight and understanding. Of course, some campaigns are more successful than others,” he says.

Vetus is an integration partner for brands including Yamaha – pictured is the Yamaha Helm Master EX controls (joystick and control head) which connects to the Vetus Bow Pro thruster range

One of those which he regards as very successful is the strategy in place since joining the Yanmar Group. “Vetus has strengthened as a company with new capabilities to offer a complete package to boat builders. Our marketing strategy has reflected this expansion. Vetus now operates in tandem with other group companies, such as propeller specialist Flexofold and stabilisation innovators Smartgyro. In addition, Vetus has introduced several important innovations, including new BOW PRO thrusters and the E-DRIVE electric solutions. The latest systems have strengthened Vetus’ capabilities as a leading integration partner for brands like Yamaha, Mercury and Yanmar.”

Marine marketing still values boat shows and catalogue

It’s all very different from where the company started.

Gesink explains that the initial marketing strategy sixty years ago was to build brand awareness and strengthen the international network. In the first two decades, several Vetus offices were established, including branches in Germany, the USA, Spain, France and the UK, with a new headquarters and warehouse opening in Schiedam, The Netherlands, in 1972. However, the Vetus focus on proactivity in specific markets, and connection to local customers, still remains in place today, as does the production of the catalogue.

In 1965, the first ever edition was published in Dutch and German with a print run of 50,000 copies.

“The Vetus catalogue remains an important and popular resource, with our latest 60th anniversary digital catalogue for 2024/25 featuring thousands of systems and products, with guides and advice to support customers in finding and ordering the right solutions,” says Gesink. “Vetus also maintains a high-profile presence at the key exhibitions and shows across the world, for crucial face-to-face interaction and connection with current and new customers. Customers and partners expect to see the company at shows and Vetus is a stalwart at numerous exhibitions, including Dusseldorf, Genoa, Miami, Auckland, Sanctuary Cove, Sydney, METSTRADE in Amsterdam, and the UK’s Southampton and Crick.”

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