Tuesday, April 18, 2017

VHF Marketing

(1:01) There is an important marketing tool in every marina office that is too often over looked - the VHF radio. I am not implying that you should begin blasting ads out over the VHF. Not only is that illegal, it would likely irritate most boaters. But every time your marina uses the VHF radio you are communicating to hundreds, if not thousands, of boaters.

(0:49) Utilizing the VHF in a lawful, helpful, and professional manner can enhance your reputation, get your marina in front of boaters, and help bring you more business.

(0:44) If you accept transient boaters you must have someone that will promptly, courteously, and professionally answer the radio. Every boater who hails your marina must receive an immediate response. This is often the first interaction the boater has with your marina. Don't leave boaters with the feeling you don't want them because you're not responding to their call.

(0:33) It's not uncommon to hear a boater repeatedly hail a marina with no reply, only to hail a competitor's marina. If you are unable to have someone stationed in the office at all times, then invest in some handheld VHF radios (with belt straps).

(0:26) Every time your marina's name is broadcast on the VHF, most boaters within a 5 to 20 mile range hear the call. Make sure everyone who uses the radio knows the protocols and projects a professional and friendly image. Don't leave this to chance. It should be part of new hire training as well as a part of ongoing staff training.

(0:16) Make it fun. At your next staff meeting, role play various call situations that might occur on the VHF. Discuss the best options for handling them. Make sure everyone knows how to use the radio properly. I addressed one way this can go horribly wrong in a Minute last summer:
Make or Break

(0:07) Every interaction with a boater has an impact on their impression of your marina. Make sure that everyone is projecting the image you want, even on the VHF radio.

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