Tuesday, October 4, 2016

Embrace Change

(1:01) Previously, I wrote about change and the importance of monitoring and reacting to change to keep your marina relevant. Too often we approach aspects of our business with a "set it and forget it" attitude. I believe this is particularly true of the things we are not fond of doing. And I know that, for many marinas, marketing often falls into that category.

(0:52) I have yet to meet the marina or boatyard operator that said, "I got into this business because I love marketing!" You love boats and the sea and messing about with engines. But the reality is, if you want to keep doing the things you love, you must do some effective marketing as well. That requires not letting your marketing focus, message, or how you deliver that message stagnate.

(0:42) It means doing things differently than you did 5 years ago, 1 year ago, and maybe even last week. It is why it is so important to know what is working and what is not. Talk to your customers and know why they came to you. Read their reviews to know where you are doing well and where you need to change.

(0:33) Put all aspects of your marketing plan on the table and examine it critically. Ask yourself what you would do if today was your first day with no past baggage. Would you select the marketing mix you have right now? Be critical and brutally honest.

(0:25) Change can be unnerving - the familiar tends to be soothing, giving us a sense of security. However, it is a false sense of security because, if you're standing still, you're falling behind.

(0:18) "Your success in life isn't based on your ability to simply change. It is based on your ability to change faster than your competition, customers, and business." - Mark Sanborn

(0:14) Does that mean you should throw out your past experiences and start anew? Of course not. Experience is a very valuable asset.

(0:11) The most successful businesses will take that experience and apply it to today's boaters. They will understand what to keep, what to modify, and what to throw out.

(0:07) "It is not the strongest or the most intelligent who will survive but those who can best manage change." - Charles Darwin

(0:04) Don't avoid change. Run into its arms and embrace it.

(0:02) And that's the marina minute.