This week is a Marina Minute Classic about what I believe is the most important marketing move you can make. It has been coming up frequently in my conversations with marinas in the past several weeks so I wanted to run it again.
(0:58) One of the biggest mistakes that businesses make is not knowing what brings customers in. They spend (waste?) their marketing dollars on poor performing or out-of-date marketing programs because they don't really know what works and are afraid to stop a promotion for fear that it's "the one".
(0:45) Let this be the last year you spend marketing dollars on dead campaigns and the year you find out what actually brings in boaters. How? Ask.
(0:39) Every boater that enters your marina must be asked what brought them there. This has to be a required part of every check in, phone inquiry, or request for information. Put it on the check in form with some selections and let the boater check off the one that brought them to you. Customers are happy to tell you and may even elaborate on their favorite source. Of course, sometimes it's easy, just look for the ActiveCaptain hat.
(0:23) Never stop asking. To ensure you are always making the best use of your resources you need to continue to ask the question. This is the only way you can stay on top of changes in the market. Print ads that worked 10 years ago have little impact in today's digital world. New players enter the market offering innovations that can make existing ones obsolete.
(0:10) Make sure you know what sources are bringing you revenue and which ones can be put to bed.
(0:06) Oh, and by the way, please let me know how you heard about The Marina Minute.
(0:02) And that's the marina minute.