(1:00) Fuel price display is one of the things we hear about most often from marinas and boaters. Marinas stress over providing their fuel prices while boaters always want to know as much as possible. I think that the price you have listed for fuel right now says a lot about your marina.
(0:53) One point that I have stressed before is to focus on your strengths - those things you can do better than your competition, and don't stress about what you don't or can't do. You can't be all things to all people and don't need to be.
(0:47) There are marinas that compete on their fuel pricing, there are many that do not, and others that choose not to offer fuel at all. All of those choices are correct. No matter which you choose make sure you are giving your customer all of the information they want.
(0:40) When we first began sending out our weekly fuel update emails we heard from many marinas that didn't want their pricing revealed. They were afraid their competitors would know. This attitude is not only silly, it is counterproductive. The fact is that any competitor that wants to know your fuel price, knows it. However, the message you are giving boaters (your customers) is that you are not willing to give them what they want, which is the current price.
(0:30) No customer is going to make a purchase, especially one as large as the typical fuel purchase, without finding out the price. So by attempting to keep your price secret you are only forcing boaters to call you and find out the price anyway. Well, except for one marina I once called who refused to tell me the price over the phone because I might be a competitor. Smart move. That was over ten years ago and I have to this day never visited that marina. They sent me the strong message of poor service.
(0:16) If you're wasting time worrying about your competition finding out your fuel price, you're, well, wasting time. Instead focus on the boaters. Send a positive message by giving them the information they seek, even if you can't compete on fuel price.
(0:09) There are many factors that go into selecting a transient stop. Highlight the ones where you excel but don't try to hide information. In today's world I will find out anyway and then only feel neglected by you.
(0:02) And that's the marina minute.
(1:16) I believe to be successful today you need to be able to think different. Look beyond the staid. Consider new and unusual ways to grab your customer's attention and get them to give you a try. I've offered examples in the past - free dockage, combining services, and working with nearby businesses.
(1:07) You want to grab a boater's attention and create that critical word-of-mouth buzz that gets you noticed and remembered. Three dimensional pricing is one way to do this.
(1:02) We're all familiar with those ubiquitous 10% off for this or that club or organization. Yawn...sorry, I drifted off and so do your customers. You can do better.
(0:56) It's very common to offer slip discounts for weekly or monthly dockage. This fits my criteria of a discount that changes behavior. Boaters will seek out these deals and it is no wonder why when you compare the cost of single night dockage rates to a weekly or monthly rate. Those single nights are an expensive way to cruise.
(0:48) So why not take this same discount philosophy where a boater commits to more dockage and receives a discount, and then push that into a third dimension? The third dimension could be either a time split or multiple boats traveling together.
(0:42) Here's an example. We worked with a Partner marina that offered a "split week." They're located at a popular river cruise destination and close to provisioning. Stopping there for a couple of days allows boaters to come in and get ready for their river cruise. When coming back, they'll stop again to finish out their pre-paid week. By letting them split the weekly rate, the made it a no brainer for boaters to pay for a full week instead of just one or two nights.
(0:31) If you're somewhere along a snowbird migration path, consider a "split season" offering. Boaters pay for a week or a month and can split the time at both ends of their cruising season. You're locking them in, creating habits, and getting them to stay for longer periods of time than normal.
(0:23) Or why not take your weekly rate and offer it to multiple boats that come in together for one night? For example, if you typically offer a weekly rate that is 7 days for the price of 4, why not charge 7 boats that come in together a transient rate of 4/7ths? That 42% discount will get noticed quickly. I can easily argue that you are not only getting the same monetary value, you are also getting 7 times the exposure to boaters who will then write positive reviews and spread the word. It all happens by using a third dimension in your pricing.
(0:08) It's time to think outside the usual. Try new things, measure your results, and learn what works.
(0:02) And that's the marina minute.
(1:09) We were having dinner with some fellow cruisers and the conversation turned to things they look for when selecting a marina. One of the boaters said, "Every marina needs to imagine what it's like without a car." The comment received instant support from the other boaters.
(1:02) Do you know what it's like to live at your marina without a car?
(1:00) If you are a marina that wants transients to stay for more than just one night, you need to understand the issues surrounding transportation for boaters. The best way to do that is to experience it yourself. There is no faster or more accurate way to understand the issues. Once you truly understand them, you will be better positioned to offer solutions that transients will love.
(0:52) One day this week leave your car in the parking lot and see what it is like to live without a car. Take a walk to that grocery store that is "just up the road." Fill several bags and walk back. Consider how safe the roads are for walking and biking. Is there a better route you might suggest?
(0:45) Actually take the bus that stops nearby and find out how easy, or hard, it is to get where you want. Learn what stops are best and understand how any transfers that are needed work. Call the local taxis service and see how long it takes and how much it costs. Really understand the options that boaters have.
(0:38) Then you will be ready to provide all of the information I want and need. This will likely encompass a wide range of things.
(0:34) Real distances to the nearby services is the most critical. I can't count the number of times we have been told that a store is "only 5 minutes away" only to discover that might be true if we were in a car driving 50 mph. The difference of one half versus one mile to someone on foot is huge. So don't guess the distances. Actually measure and record them. Then include that information in your welcome packet. Let me decide if I can walk, bike, or need motorized transportation.
(0:22) Providing a map is great but at a minimum offer a list of services and amenities nearby with the address, phone number, and real distance from the marina.
(0:18) Know all possible transportation options available including bus, taxis, rental cars, and rental bikes. Provide contact information and other details, such as the bus schedule, in your welcome packet. Make it easy for a transient boater.
(0:12) I've written about this before. If access is difficult and options are few, consider offering a courtesy car or a shuttle service. This is an amenity that is becoming more common and definitely something that transients look and plan for.
(0:06) Solving boaters' transportation issues can bring in more boaters and get them to stay longer which means more revenue for your marina.
(0:02) And that's the marina minute.
(1:04) Last week I talked about some examples of how you might be sending messages to boaters that are unintended. It's easy when you walk past things every day to fail to see them as others do, or to not see them at all. If you missed last week's Minute you can always read past Minutes on my blog. The link is on the right.
(0:55) The second example I gave included an image posted by a boater of a questionable sign at a marina. He didn't simply describe the sign he didn't like. He showed a picture of it. How many of you felt a shiver when you saw that? You can see it again here:
https://www.eboatcards.com/blog/213/some-business-policies-make-my-head-hurt/
(0:47) It's no longer the paparazzi who can snap unflattering photos and publish them. With YouTube and Facebook, and yes, even eBoatCards, anyone can document their experiences and publish them for the world to see. Of course, they can post positive images also and many do.
(0:39) When we first released ActiveCaptain we found some marinas weren't happy with the notion of having boaters write reviews. It took some time and some education but they came around. The quality marinas actually came to embrace the new reality of customer reviews. They have thrived is this new world.
(0:31) Unless you've somehow missed the advent of Facebook and blogs and YouTube, it should come as no surprise that customers are now documenting their experiences with more than words. They are using pictures and video to show their peers what they are experiencing, both good and bad. The blog entry I referred to last week is a good example.
(0:23) Are you prepared for the new realities coming as your customers start to document your facilities? In the same way that customers have turned away from self-proclaimed experts for service and product reviews, boaters are looking to their peers to provide the real story in visual form. Remember what they say, a picture is worth a thousand words.
(0:14) We all know that visual media can be powerful. Make sure that your facility can measure up. Make it someone's job to ensure that your facility is clean and appealing. If you didn't walk the grounds and check your signage after last week's Minute, don't let another week go by. And as you look around think about how it would look as a picture on the Internet. Now's the time to make your marina picture perfect.
(0:02) And that's the marina minute.
(1:03) Do you know how you appear to boaters coming to your marina for the first time? I mean, do you really know? Often it is the little things that can send the biggest message. I've seen marinas go to great lengths to provide a welcoming, positive impression only to tarnish it with some small detail.
(0:56) Last winter we spent time at Titusville Municipal Marina and found it to be one of the most dog friendly marinas on the US east coast with a large dog park adjacent to the marina, lots of walking paths, and staff that were as nice to our canine crew as to us. Unfortunately, that was not our first impression.
(0:49) As we came down the dock with our four-legged crew members we were greeted by an ominous sign directing us across the street to a scruffy looking piece of grass and threatening us should we not pick up after our pets. All the while the dog park was just a short walk down the sidewalk.
(0:42) The message sent was that our pets were not welcome. Perhaps they would be tolerated.
(0:38) But I knew the Marina Manger and didn't believe that was the image he wished to project. I pointed out the sign and within a month he had sent me a picture of a new sign with a welcoming message, directions to the dog park, and clean-up bags provided. A perfect solution that provided the information and made pet owners feel wanted.
(0:29) This week I saw a picture of another sign at a different marina. It was posted on a boater's eBoatCard blog and has generated quite a discussion. It involves a sign about usage fees for anchored boats and boats at the boatyard. You can see it here:
https://www.eboatcards.com/blog/213/some-business-policies-make-my-head-hurt/
(0:22) I am not interested in addressing the issue of fees. Rather, I wonder if a different, more upbeat and positive sign might have led to a different result. This sign is loud and unwelcoming. Why is "Attention" all in caps, "pay" is bolded, and "fees" bolded and underlined? What is the real message? This is not informational; it's confrontational. I feel unwelcome by that sign.
(0:15) Maybe the marina wishes to discourage some visiting boaters. If so, they're being successful but are missing a golden opportunity to win new customers by presenting their marina in a positive light. Even as a transient at that marina, I'd find that sign to be too aggressive.
(0:08) So take some time and stroll the grounds of your marina. Try to see things through fresh eyes and consider the messages you are giving. Do they give the appearance you want or are there unintended messages coming through?
(0:02) And that's the marina minute.
(1:08) I often write about how technology has changed the way consumers and businesses interact. These changes have been quite dramatic as digital technology has caused the rapid decline of paper media and consumers become more demanding in the type of information they desire and how they wish to receive it. If you're new to the Minute check out the ZMOT series on the blog:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:57) But it isn't just promotional messages that have been impacted. Pretty much every aspect of our lives has changed. And this goes for some of the amenities that transients have come to expect. Last December I talked about WiFi service:
http://www.themarinaminute.com/2012/12/its-no-longer-2012.html
(0:50) This is still a topic every marina we visit wants to discuss. Invariably it moves to a discussion about costs, how much to pay, whether to spend money upgrading, etc. What we've found is that many marinas are hanging on to expensive, out-of-date technologies such as cable TV and even phone hookups when this money might be better spent improving their WiFi.
(0:43) When we began cruising over ten years ago it was common for a marina to promote that they had pay phones. Many cruisers used PocketMail to receive their email. A pay phone allowed them to do that and call home. But try and find a pay phone today, anywhere.
(0:35) Today's transient cruisers have multiple cell phones, sometimes from multiple carriers to ensure they can always phone home. They have satellite domes for TV anywhere, even offshore. Many watch movies and their favorite shows via the Internet. And they use Skype to call and video conference with their family.
(0:28) So looking at all the communications technologies that a marina might have where does it make sense to invest more money?
(0:24) If you still have cable TV and/or phone connections on your docks, now is the time to evaluate the expense of these services verses the return. Then consider how funds spent on these could be better used. We've found that many marinas can vastly increase the quality of their WiFi at a fraction of what they are spending for these other services.
(0:16) Talk to boaters to find out what services they are actually using. Ask if they would prefer cable TV on the dock or faster Internet. Determine if it makes sense to continue services, stop them, or simply just stop spending money to upgrade them.
(0:09) Just like your need to evaluate whether your old ways of promoting your marina still make sense, make sure that you are investing in the services that will bring boaters in and lead to positive reviews.
(0:04) Give boaters what they want and your business will increase.
(0:02) And that's the marina minute.
(1:07) When I'm trying to understand a new concept, I like examples. It helps to place the concept more firmly in my mind. I've spent the past few weeks writing about how today's marketing requires that you add value and not simply tout a message. It's more subtle than in the past and therefore can be more difficult to wrap your arms around.
(0:59) So this week I'm going to discuss an example of someone who used the Internet brilliantly to market their product. She retired a few years ago and I never actually met her so I don't know if she was a marketing genius or if she was just doing what she loved. Either way, it worked.
(0:52) Peggie Hall, also known as the Head Mistress, worked for a couple of major manufacturers who produce marine sanitation products. She was the undisputed expert about anything having to do with waste systems and holding tanks on boats. She even wrote a book about it.
(0:45) What Peggie did that was a brilliant marketing move was to freely and openly share her knowledge throughout the boating community. If there was a boater question or comment about a black water system anywhere on the Internet, you could count on Peggie to provide an informed and thoughtful reply. She never just gave a marketing pitch about why boaters should use products from her company.
(0:36) Peggie provided real, honest information that became highly valued by the boating community. Sometimes that meant pointing out a problem or issue with her own product. Sometimes it meant helping with a competitor's product.
(0:29) The key was that what Peggie said was true, honest, and real. Boaters grew to count on it and seek her out. So when Peggie said to do something, well, we did it. This conferred much goodwill for the companies she worked for because not only did it get their name out there, it did it in a positive way.
(0:22) There was an overwhelming feeling that someone of Peggie's knowledge and integrity would certainly work for a good company. This was further reinforced by the fact that they gave her free reign to address issues as she believed were right. And the companies she worked for became the largest ones in the industry. In wasn't a coincidence.
(0:14) It was successful because Peggie worked for companies that produced quality products. Her actions reinforced the idea that the companies were interested in the boater. And enough of the time, they'd use their products.
(0:08) Think about what you know. Think about how you can contribute. It could be knowledge about a local area, particular boat systems, or the events happening in an area. Be the one helping boaters and they'll seek you out as a partner.
(0:02) And that's the marina minute.
(1:08) I'm happy to see many marinas jumping in and trying eBoatCards (eBC). The enthusiasm we're seeing from both boaters and businesses exploring this new medium has led to many spirited discussions here on aCappella about the capabilities and how to best use them. And like any new technology or medium, the users push and pull it in ways the creators may not have envisioned.
(0:59) It's great if you have jumped in early to eBC. The site is not 3 weeks old and as the users and groups grow, I would urge you to take this growth period to explore the possibilities and form a plan for how you can offer the most value to the eBC community. Remember, adding value will make you part of the content and not simply a distraction.
(0:51) Start by thinking about the areas of expertise you or your employees possess. Then consider how this expertise can be offered to the boater in a way that is beneficial. Peruse the eBC groups for ones that match your expertise. Remember, we are adding new groups daily so periodically check back.
(0:44) Consider suggesting a group that both fits your expertise and adds value for boaters. Let us know if you are willing to admin the group.
(0:40) Here are some possibilities. They are not all inclusive and my real hope is to get you thinking in new ways.
(0:36) 1. The Cruising Areas category is the place to educate boaters about why they should come to your area. Interesting events that are coming, attractions they may not know about, a weekly farmer's market accessible to boaters, a local restaurant that only the locals know about, or a nearby dog park are just a few things that are difficult for boaters to find out about. Make sure to check the posts often to find out what information boaters are seeking. Then use your own local knowledge to help them out. You will know you are successful when they begin to seek out your knowledge.
(0:23) 2. Boat Products & Systems are always an area where boaters are looking for help. Boatyards have an advantage here and should absolutely offer their expertise. Are you a certified John Deere or Westerbeke center? Consider offering to be an administrator for that type of group.
(0:15) 3. There are Interest areas that are forming with many possibilities still left. Does your staff have canvas expertise? Maybe someone is a master chef with a pressure cooker or knows celestial navigation. Wherever you can participate and contribute in a meaningful way you can gain valuable exposure.
(0:08) Every posting you make and every boater you help will have your marina name tagged along showing them (and everyone else) where the information came from. Make yourself a valuable contributor and you will reap the benefits.
(0:02) And that's the marina minute.
(1:01) If you have been following the Minute for some time then you are familiar with my marketing philosophy. You can always find past Minutes on my blog. The link is on the left.
(0:56) Although I received my MBA when traditional media (print, TV, radio) still dominated, I worked in high tech so experienced firsthand the influence of the digital world. As that has migrated into what we now call Social Media, the world changed. Power and influence has shifted dramatically away from the "experts" and from the businesses themselves into the hands of the consumers. It has been an uncertain and sometimes scary shift for many but I believe it offers huge opportunities for high quality businesses small and large. It has really leveled the playing field.
(0:44) You no longer need to spend huge sums in print media to get noticed. A well planned and executed digital strategy will provide far more for far less. But you must be willing to jump in and experiment - remember, embrace failure!
(0:38) Designed into the heart of eBoatCards is the philosophy that commercial enterprises have much to offer the boating community. And that by participating in meaningful ways the businesses can win new customers. The trick is figuring out how to become part of the useful content and not just noise (don't be spam).
(0:29) Now is the time to join eBoatCards and begin exploring. It is still very new but is adding hundreds of new users and groups daily. So poke around as we grow and think about how you can contribute. I'll be looking at some ideas over the coming months but this is new, so I don't have all the answers. I hope to learn from your ideas and experiences as well.
(0:21) The first thing you need to do is create an eBoatCard for your marina, boatyard or business:
- Go to http://www.eboatcards.com and enter your ActiveCaptain email account and password at the top. You will be prompted to create an eBoatCard. Create only one for your business. Let everyone share that one card.
- Select the type that best fits your business: marina, boatyard, or business. If you are a sponsor, contact us to add a sponsor designation to your card.
- Fill in the information, read and agree to the Terms of Use and Privacy Policy, and upload a profile image. I suggest your image be your logo or some other image that will indicate your business. You can always upload or change your image at a later time. Then select Create New Card.
(0:08) You can now join groups, search for boats you know, and start putting in blog entries. Now is the perfect time to play while the site builds. Think outside of what you've done in the past. I think it's an exciting time. Jump in!
(0:02) And that's the marina minute.
(1:02) The beauty and the wonder of the internet and the digital technology that surrounds it is the easy access we all have to information and to each other. The scourge and the frustration is the easy access everyone has to us.
(0:53) Spam, banner ads, and fake SEO - digital technologies fall prey to abuse in new ways that affect all of us. If there's a new way to reach consumers, there will be someone quick to misuse it. Think of your own experience. Whether it's your inbox overrun with spam or Google searches that turn up useless sites, you are less likely to respond to the messages in the future and more likely to look for ways to turn the message off if you are not getting the information you need or want.
(0:40) Do not let your message become spam. Don't become that message that I want to get past, remove, or block. Be the message I'm looking for or are pleasantly surprised to find. Be the message that I seek out and want more information about.
(0:33) Often the difference between the two is providing the message boaters want to hear rather than the one you want to give them. The key is crafting your message to meet the needs and desires of the boaters you are trying to reach. After all, it's not about you, it's about the boaters.
(0:26) When you are considering your message, think of what you can offer that will help the boater. For example, if you are crafting a promotional message, do not simply list your amenities. To begin with, these are already listed in the appropriate sections of the ActiveCaptain marker data. Instead, highlight something that is unique like a nice dog park or a lap pool. List events that will draw boaters to the area and to your marina. Or write about something that has changed like newly renovated docks or bathhouses.
(0:14) When you are looking to contribute it is best not to simply present a promotion. Instead offer help, advice, and information. Don't say, "Come to my marina!" Say, "If you like jazz, don't miss the upcoming festival at..." This will put your marina name before all targeted boaters in a way that will be read and appreciated.
(0:05) Become an ambassador offering help and assistance and you will earn goodwill and business.
(0:02) And that's the marina minute.
(0:50) I often speak to marinas who are struggling to understand, manage, and meet today's dramatically changed consumer expectations. The internet, mobile technology, and social media have created consumers who are no longer passive recipients of your marketing messages. They demand more and better information. They want access 24/7. And they actively seek and give advice and opinions with their peers.
(0:41) I've dedicated several Minutes to exploring these changes when I discussed the marketing concept ZMOT (Zero Moment of Truth).
(0:36) My favorite quote from that series was from Kim Kadlec of Johnson & Johnson, "The traditional ad model is interrupting content, but the question now is: 'How do you become a part of the content?' How do you weave into somebody's experience in a way that's beneficial rather than detracting from that experience? That's the challenge and the opportunity."
(0:28) Look for ways that you can become part of the content. But that is just the beginning. A key component is to offer content that boaters want to see and will even seek out. Poor, irrelevant, or dishonest content will be rejected and will cause your potential customers to turn away. The key is to be "beneficial" and not "detracting".
(0:21) You see, we all have far more choices than ever before and this applies to where we seek information. Gone are the days where businesses could easily control the message. This is good for quality businesses with nothing to hide. I tell marinas "It's gotta be real!"
(0:14) So as you approach new technologies, new concepts, new opportunities, and new vehicles for your messages, think about how and what you can contribute to the content that boaters are seeking. Make your contribution useful and you will attract the attention of boaters.
(0:09) For example, don't simply tell me you're the best. If that is true your reviews will reflect it. Instead, give me a reason to come to the area, provide some expertise that will get you noticed, or highlight a service or amenity that boaters need. Give me something real.
(0:02) And that's the marina minute.
(1:01) I'd like to discuss a concept I believe is critical to successful marketing but makes many feel discomfort. To reach new levels of success as individuals and businesses, you must learn to embrace failure.
(0:56) It might be hard to think of failure as something positive but some of history's greatest minds have acknowledged the role of failure in ultimate success. Thomas Edison, Theodore Roosevelt, Winston Churchill, Robert Kennedy are just a few who have acknowledged that true success can only be accomplished by not being afraid to fail along the way.
(0:49) I talk to marinas who are struggling with how to deal with the rapidly changing world of technology. They struggle with ways to utilize its power to reach out to their current and potential customers. There is no shortage of people and businesses willing to offer the golden solution - SEO, Facebook, Twitter, mass emails, banner ads. I'm often asked, "what's the best thing to do." The truth is, I don't know. And each "best thing" will change depending on the goals and needs of each organization.
(0:38) Whenever there are huge paradigm shifts, like the ones caused by the digital world we now live in, the old ways no longer hold. New ways of doings things emerge and evolve. While change often brings uncertainty, it also presents the greatest opportunities. But you've got to be willing to experiment and you can't be afraid to fail.
(0:29) The critical key with experimentation is to develop and implement your plan using your best information and resources available. Then measure the results. This measurement step is critical and is often ignored.
(0:21) Next, learn from the process and use the knowledge to develop and implement your next experiment plan. It is important, especially with new concepts, to reach beyond that comfortable place. Try something you've never tried before and don't worry about ultimate success or failure. It is only failure if you don't try something new or don't learn from everything you try.
(0:11) Embracing failure is not a pass to ignore your homework. And you must develop and implement your marketing plan with care. What I am saying is to not be afraid to sometimes have a plan fall short. Because that fear is what will prevent you from finding that golden idea or that new concept that will take you to the next level of success.
(0:02) And that's the marina minute.
(1:09) I know many of you also receive our weekly boater's newsletter which comes out every Wednesday. Last week we began getting boaters prepared for eBoatCards, a new website we will be launching shortly. It will offer many powerful new capabilities for boaters and marinas. I'd like to ensure you are prepared to take advantage of these capabilities and will be dedicating some Minutes to getting you familiar with eBoatCards also. I'll start with a basic introduction and explore various features and possibilities in future Minutes.
(0:59) eBoatCards.com is a soon-to-be-released website with new capabilities for the boating community. We are currently putting the finishing touches on the first release. It's useful and needed all on it's own. But when it is combined with the other ActiveCaptain data, it will offer some incredible new functions.
(0:53) ActiveCaptain was originally designed around three P's: planning, places, and people. eBoatCards brings in the people component. At it's most basic it is a way to receive, sort, organize, and utilize the many boat cards boaters receive from fellow cruisers.
(0:47) Boaters will be able to identify other boaters as their friends and exchange information about what they are doing, where they are located, and even ask questions and receive advice. There will be Groups they can join including affiliations with cruising organizations, boat types, cruising locations, and more.
(0:38) Privacy settings allow boaters to control the people who are able to see their information including their current GPS location. eBoatCards is sort of like Facebook for your boat. But while there are many similarities there are also significant differences.
(0:30) eBoatCards will work with other apps such as the ActiveCaptain Companion to display the current location of friends or other boaters in a Group on maps and charts. This allows boaters to more easily find and meet up with their boating friends. They can also make their location and travel plans available to marinas which provides some very new and interesting marketing opportunities.
(0:20) eBoatCards will allow a boater to add photos and videos to their reviews and we will be interfacing that capability back into ActiveCaptain. This will provide incredible benefits and new challenges.
(0:14) I envision a variety of ways that marinas can utilize eBoatCards to reach out to boaters in powerful ways. But I'll be honest - there is nothing like this so we are all going on an adventure together. Finding the best way to use and manage these new tools will take some experimentation. I look forward to working with our Sponsors to explore these new marketing capabilities. Let's find success together.
(0:02) And that's the marina minute.
(0:59) So far I've covered the items that I think are required for a great Welcome Packet. Now let's consider how you can make it truly memorable by going that extra step, maybe even offering the unexpected. It's something I call the Wow Factor.
(0:52) Over the years we have seen all variety of items placed into Welcome Packets. The key is to include things that are useful, interesting, and/or unusual. Consider using some of your promotional/advertising budget to add items if you have it but also explore what nearby businesses might contribute as a way to get in front of the boater.
(0:44) Coupons for discounts at local restaurants and shops, savings on admission to local museums, theaters, and events, promotional offers on services in the area such as haircuts, marine service, exercise classes, massages, etc. are items boaters will appreciate. Businesses may be willing to offer samples to include in your packet. We have received a sample of biscotti from a local bakery, a small handmade soap from a local merchant, and a variety of marine cleaning product samples.
(0:33) Consider your own coupons too. How about helping to create a habit by offering a discount on a return stay or on services you offer?
(0:29) Some Welcome Packets we have received contain an item with the marina name. Who doesn't like to get a gift? But make sure your dollars keep on working by providing something that will be used and not discarded later on. Remember space on a boat is precious and if I don't use it, I'll lose it. Talk to boaters to find out what items they would find most useful. Something I have found very useful are small notepads, a handle for carrying plastic grocery bags, and velcro straps for tying up hoses, etc.
(0:18) By far the most common item we see is a floating key chain. While these are very practical and definitely something every boater uses, it has frankly been overdone. Coffee mugs are another popular item but these are bulky and unless it's something special it is not likely to make the cut. For example, we stayed at one marina that provided stainless travel mugs that we can use for free coffee in their take away shop. That's a very nice gift and a way to get customers into the shop.
(0:07) A good Welcome Packet can be an excellent marketing tool, not only keeping happy boaters coming back but also spreading the word as one boater tells another. That's critical, word-of-mouth marketing.
(0:02) And that's the marina minute.
(0:58) If you've read the previous Minutes, you've put together or revamped your Welcome Packet to include information about the amenities available at your marina as well as information about services that are nearby. If you do this, you'll make the boater's experience better by making sure they are aware of the services available.
(0:51) Now let's think about how you can make your marina a destination boaters will plan for - one that will make them want to stay a bit longer, and may even get them to come back. How? Events.
(0:46) Some of our most memorable stops have been when we have attended a festival, seen a show, or joined in a boaters' potluck or party. One of our worst frustrations has been missing one of these events because we just didn't know when they were occurring. Few boaters want to simply sit at the dock. They want to get out and do something.
(0:38) Make sure your Welcome Packet includes information about events that boaters can attend. Think about this broadly and include all you can find. Not only will interests be widespread but seeing an event calendar that looks full and varied can entice overnight transients to extend their stay or plan on a longer one in the future.
(0:29) Like the rest of the Welcome Packet begin with what is happening at the marina. Include regular happenings, such as a Friday night potluck or your monthly party, and special events, like a Super Bowl Party.
(0:23) Then move out into the nearby community. Start by checking with your local city or town hall to see if they maintain a calendar. Ask your Chamber of Commerce. Contact local theaters, historical societies, and other organizations to see if they have a brochure of their activities you can include. Check the local paper - many have events calendars for the area.
(0:14) Make sure to include regular events like a weekly farmer's market, exercise classes, and even that Wednesday Ladies' Night at a local restaurant. Get the word out that you are willing to promote these events to boaters and you will find the events coming to you.
(0:08) No one wants to miss out. Make sure every transient knows what's happening during their stay. After all, who wants to hear about that great Mardi Gras party the morning after? Show boaters a good time and they will reward you with repeat business and positive reviews.
(0:02) And that's the marina minute.
(1:10) Unless you are a marina that caters exclusively to overnight transients, boaters will be drawn to your marina by what is available in the area. Cruising is about experiences and new places. Once you've covered what you offer on site at your marina you need to branch out and look at what is offered outside the marina.
(1:03) Think of yourself as a host with out of town visitors looking for something to do. If you are in or near a city or very populated area you need to direct them to where they can find a variety of shops, restaurants, museums, etc. You can offer a few suggestions for popular, unusual, or unknown places. We love finding out where the locals go. If you are more remote or in a less populated area you may simply list the businesses that are accessible. In either case make sure to include how to get there, a walking map, information about courtesy cars, cabs, or public transportation, etc.
(0:52) But don't stop there. Include information about all the services a boater may be looking for. These may include drug stores, grocery stores, hair salons, churches, medical services, hardware stores, veterinarians, rental car companies, and more. Don't forget fitness options such as gyms, yoga studios, even walking/biking trails.
(0:45) If you don't provide repair and maintenance services in-house, do you have a list of approved or suggested providers? Or if you are not comfortable recommending someone, consider a rack or bulletin board where local businesses can leave information.
(0:38) Provide boaters with a map, ideally suitable for someone who is walking, that can direct them to specific businesses or business areas. Highlight the best routes taking into consideration traffic, safety, and visual appeal. I would rather walk through a lovely neighborhood with little traffic than down a busy highway. Help me to understand the options that are available - and the place to do that is in your welcome packet.
(0:28) Seek out resources in the community to assist you in creating your welcome packet. Many communities have Chambers of Commerce that may have maps, pamphlets, or lists including businesses in the area. Work with them to compile a pleasing mix of materials.
(0:21) Finally, don't forget when you are providing your local knowledge to include critical information about safety. Are there areas boaters should avoid going to? Is it safe to walk after dark or should I take a cab? Consider what you would tell a friend or relative who is visiting. I know some will balk that it could make your marina look unwelcoming. Not so. A good marina will warn me of a shoal area on the approach and this is no different.
(0:10) Assuring that boaters have an enjoyable stay is the best way to bring them back and to ensure they tell other boaters. A good welcome packet can help. A great welcome packet can get it done.
(0:02) And that's the marina minute.
(1:14) I've urged every marina to have a Welcome Packet. I believe it is a grossly underutilized marketing tool. I want to begin exploring what to include because a poor Welcome Packet is as bad as no Welcome Packet.
(1:08) Most Welcome Packets I've seen give the impression that the staff simply threw in whatever was lying around the office. I've received maps that were years out of date and glossy brochures that had nothing to do with my needs. What you include will obviously vary from marina to marina but every marina must start with what's available right on your site.
(1:00) The first component that should be in every packet is a welcome - after all it is a Welcome Packet. There should be a brief letter from the marina manager, harbormaster, mayor, or owner welcoming the boater to your facility and stating that your goal is to offer first class service. Ask them to contact you if there is anything you can do to make their stay better. Then provide a reliable way for the boater to contact you if needed.
(0:50) A common complaint I hear from marinas that have received unfavorable reviews is that they never knew there was a problem. It is your job to make it easy for boaters to contact you with a problem so that you can address it before they write that review.
(0:44) Include a detailed, accurate map of your facility so that the boater is aware of the amenities that are available and doesn't need to wander around. Make sure everything is covered from the basics - the office, bathrooms, laundry - to the extras - jacuzzi, tiki bar, fitness room. Remember to provide the information I need to access your services - the WiFi password, codes to access secure areas, hours of restaurants or shuttle bus service.
(0:33) And don't forget the events that might be happening while the boater is there. But this is a much larger topic and will be presented in a future Minute.
(0:28) At a minimum offer the marina map to me dockside with the most important services highlighted. As I've discussed before, docking the boat is often the most stressful part of my day. Waving an arm behind you while saying "The marina office is over there" will often be forgotten by the time I've finished securing my boat, shutting down the systems, and setting up my power and water. So a map with the office highlighted would be useful.
(0:16) Finally, make it someone's job to review this facility information on a regular basis, perhaps once a month, to ensure it is still accurate. Make sure to include new services and adjust hours-of-operations as needed.
(0:09) If you follow these suggestions you will be well on your way to ensuring that the boater's experience is the best it can be.
(0:02) And that's the marina minute.
(0:54) I've touched on the concept of the Welcome Packet in previous Minutes. It's a grossly underutilized marketing tool that is so important I decided to dedicate a few Minutes solely to them.
(0:48) After visiting hundreds of marinas over the years, I have found that 75% do not provide a Welcome Packet at all. Most of the other 25% provide something that's inadequate, outdated, or both. That means the vast majority of marinas are missing out on an incredible opportunity.
(0:41) You may be wondering how it could impact your marketing given the boater is already at your facility. It's basic. What you offer boaters is a service and any service industry is all about the customer experience. Providing a great experience will bring boaters back again and again. We all know it's far easier to keep an existing customer than to win a new one. The best way to keep boaters coming back and increase your word of mouth marketing is to offer the best customer experience possible.
(0:30) The typical transient boater coming into your marina knows little to nothing about the features available in and around your marina. Yet we are all looking for a variety of services, amenities, and activities while we are there. Who better to inform us than you? After all, this is your home port. It's not enough to grab the lines and point to the marina office. As one fellow cruiser told us recently, "What peeves me is that they don't tell you everything."
(0:19) Boaters are then forced to seek out what they need (trash, showers, laundry) and are likely to miss the great unexpected things, such as a boaters' potluck, a Tuesday night special at a local restaurant, a hot tub, exercise facilities, or an exceptional local ice cream shop. And let's face it, it's the great experiences that we all remember and talk about.
(0:10) Don't treat your Welcome Packet like a checkoff item. Make it something boaters will find appealing. Make sure the content is relevant and up to date. And even offer something unexpected. Do it well and you will be rewarded many times over with repeat business and new referrals.
(0:02) And that's the marina minute.
(1:02) Fear is a powerful motivator. It is something that marketers know and sometimes utilize. Who hasn't seen an ad for the nightly news that says something like, "Something in your home right now can cause sudden death. Tune in at 11 to find out what it is." Now excuse me, but if they truly cared about my well-being they'd just go ahead and tell me what it was.
(0:52) I'm not bringing this up because I think you need to use fear to attract more boaters. Quite the opposite. We're out here on the water to enjoy ourselves.
(0:47) I'm discussing it because I repeatedly see "internet and social media marketers" preying on marinas' fears about negative reviews. I've received emails that say, "We all know that only unhappy customers write reviews." Oh, really? Or, "Online review sites make it easy for disgruntled customers or competitors to do damage to your brand."
(0:38) It might be OK if what they said was true. It's not. And there are plenty of statistics to prove it. According to Google, 80% of all reviews online are four or five stars - 80%. Closer to home, our own experience with ActiveCaptain shows these same results. As soon as there are more than a couple of reviewers for a given facility, most reviews are overwhelmingly positive.
(0:30) So despite the continuing "sky is falling" claims of companies vying for your marketing dollars, the vast majority of what consumers have to say is positive. If you are running a quality business you have nothing to fear and everything to gain from encouraging boaters to leave reviews.
(0:21) Of course, even the best marinas eventually receive a negative review. But even that is not to be feared. They can help you improve, bring out renewed support from your fans, and actually will have little, if any, impact on your online reputation. I've covered how to handle negative reviews in previous Minutes.
(0:11) Don't be afraid of the review process. Embrace it and benefit from it and be sure to work those positive reviews.
(0:07) On the other hand, if your marina offers poor customer service and has bad facilities with no desire to improve, then you should be very afraid.
(0:02) And that's the marina minute.
(1:02) Some time ago we asked ActiveCaptain boaters for feedback about what they wanted most from marinas. The number one request was for dockhands who can properly tie up a boat.
(0:55) From all the feedback there was one suggestion that makes so much sense that it stopped me in my tracks and made me realize that every marina should implement it for a variety of reasons.
(0:50) Milt Baker, a well known and respected cruiser, and long time friend gave the suggestion: dockside check-in/check-out. His notion was reenforced just a couple of days later when we checked in dockside at Halifax Harbor Marina in Daytona Beach. It was terrific.
(0:44) I think Milt said it best: "Something I'd like to see a lot more of at marinas: check-ins/check-outs right at the boat, as opposed to the skipper having to hike all the way to the office (and often wait in line) to have his credit card imprinted, then make the same trip again on check-out. It is, or should be, all about the marina serving the skipper, not the other way around. The skipper is the customer and ought to be treated like he or she is valued highly by the marina. At-the-slip check-in is easy with today's technology and it's a no-brainer!"
(0:33) He's right. Show boaters from the start that you are about serving them. The best customer service is about giving customers what they need or want as simply as possible. Successful high-end businesses do this all the time. Think about when you go out for dinner to a high-end restaurant and they take your credit card at your table. They want you to stay, enjoy, and talk and don't expect you to walk to a counter and wait in line. It is one of those subtle marks of quality.
(0:23) The good news is that today it is trivial to do. There are an abundance of credit card swiping devices that are made for the mobile environment. Your merchant bank can offer a variety of portable solutions.
(0:17) If possible, consider credit card processing that provides a normal receipt for signing. This mechanism will greatly expand the number of boaters who will add tips to the receipt as it plays into the normal tipping environment that we're used to and is more comfortable for boaters like us who never carry cash. Your dockhands will race down the dock to help when they start seeing that.
(0:08) Remember - providing full service dockside is more than just collecting the money. Make sure boaters receive a Welcome Packet and other helpful information they would normally receive in the marina office. You do have a Welcome Packet, right?
(0:02) And that's the marina minute.
(0:58) What can you do that will make better use of the money you are currently "spending" on discounts? And let's be clear, if your discounts are simply offering money off to boaters already coming into your marina, you're just writing a check and getting nothing in return.
(0:52) The first thing you need to do is to determine where you want or need to grow your business. Are there services you offer that are underutilized? Is there a day of the week where business is usually slow? Or a month? Or a season? Is there a specific type or size of boat you wish to attract? Until you decide what behavior you wish to effect, you can't develop a meaningful incentive program. Make a list on paper as a starting point for what you want to change.
(0:42) Once you have decided what you wish to accomplish then you can begin working on the incentive that will produce the desired behavior. For example, if you have times when your marina is under-filled you can offer deeper discounts to boaters during those times with no discounts for the remaining times. This allows you to focus your discounts so that they can be large enough to actually attract and change behavior.
(0:33) It doesn't always have to be a straight monetary incentive. Do you have a new or under utilized service, maybe a restaurant, maintenance capabilities, or a hotel? Think about offering packages where boaters can experience the service. Encourage them to write a review to let other boaters know about it.
(0:25) Think about attracting groups of boaters traveling together. This is the marina equivalent of "going viral." If you provide enough incentive for 3+ boats to come in pre-reserving space together, they'll talk up the opportunity to their friends to try and put the deal together. That puts your name in front of more people in a way where they do all the work to make the stay possible.
(0:16) By approaching your discounts in this fashion you can not only make far better use of your resources, you can do things that will get you remembered long past the offer. Honestly, I couldn't begin to tell you which marinas we've visited offered a BoatUS discount and which did not. But I still remember the marina that offered free dockage.
(0:08) Make your incentive programs count. Do them strategically, thoughtfully, and with specific measurable goals in mind. It takes more effort up front but it is far more likely to deliver the results you want.
(0:02) And that's the marina minute.
(1:06) Isn't the point of a discount to change behavior? Whether it's an early bird special to bring in diners when tables are empty or travel discounts during off-peak times, businesses use incentives to attract customers when business is slow.
(0:59) Wikipedia defines an incentive program as "a formal scheme used to promote or encourage specific actions or behavior by a specific group of people during a defined period of time."
(0:53) You may think that this seems obvious, right? And yet, few marinas actually accomplish this. Instead, they rush to offer across-the-board discounts to almost any boating group that requests one. Fed-up with all of these discounts, some marinas now refuse to provide any incentives. Both of these behaviors are a detriment to your business.
(0:45) Carefully planned, executed, and measured incentive programs can add to your bottom line, bring in new and returning customers, and help you stand out. The key is picking an incentive that will actually modify behavior and then timing it so that it adds to, rather than subtracts from, your business.
(0:38) Think about the typical discounts available today. A boater simply claims, or occasionally must show, that they are a member of one of many boating organizations and they receive about a 10% discount off the transient rate.
(0:32) First, these discounts have become so common that they are no longer discounts but simply the new price you are charging. Then you usually must offer these discounts on your busiest weekend as well as on your slowest days. And because of the two previous problems the discounts are so watered down that they no longer truly change behavior. I've been at marina check-in desks where a boater walks into the office to pay and then asks, "Do you have XYZ discount?" Let's face it, they were coming to the marina already. The discount failed to do its job.
(0:16) Given the variety of factors that go into selecting a transient stop, is 10% enough to modify my behavior or simply something I will ask for when I'm going there anyway?
(0:10) I believe there's a better way. A way to focus your discounts to gain maximum impact and have an actual positive effect on your business. It may take more time, more thought, and more planning, but it will also be more rewarding.
(0:02) And that's the marina minute.
(0:54) Occasionally, I see reviews that deduct stars because of incorrect information in the Details section of a marina marker. We regularly instruct our users that the proper way to correct inaccurate data is to fix the data by editing the information themselves.
(0:48) When I'm alerted to these I will email the reviewer asking them to correct the information and then to modify the review based on their experience with the marina. It usually concludes with something like, "If the data is wrong, give ActiveCaptain a bad review, not the marina." But really that's not entirely accurate. The accuracy of the information in your marina marker is your responsibility as well.
(0:41) A marina has the same editing access to the information in ActiveCaptain that boaters have. I would argue that you have a greater obligation to keep your information accurate and up-to-date. After all, you have the most to gain.
(0:34) It is in the control of every marina to ensure that the data items in their marker are accurate. I would go so far as to say that if you truly cared about the boaters experience you will make it a priority to regularly check and update your marker information. Set a schedule and make it someone's job to do the checking. For most information, monthly or quarterly checks are probably often enough. If you sell fuel, the check should be done daily, weekly, or whenever your price changes. Don't leave it to chance. Set a reminder in your calendar.
(0:21) Start right now by going to your marker and checking every field in every tab. If a field is blank, fill it in. If it is incorrect, fix it. Make sure you are being accurate and realistic. Do not fudge or exaggerate. False information may bring a boater in but false expectations will only lead to a poor experience and a bad review.
(0:12) Remember, the Details section of your marker is for factual information only. Avoid subjective embellishments such as, "the best."
(0:06) Show boaters that you want their business. Give them the information they are looking for.
(0:02) And that's the marina minute.
(0:58) A common complaint we see in marina reviews concerns boaters having difficulty when approaching the marina. I've done several Minutes concerning the importance of those first boater interactions. From the initial contact via phone or radio through tying the final line are arguably the the most important interactions you will have with a boater. Make sure that everyone at your marina who may be involved is knowledgeable enough to confidently direct the boater into your marina. The best way to do that is to ensure they have actual experience.
(0:46) Every person who's job involves communicating with a boater before or during their approach to your marina should be intimately familiar with how to make that approach from any direction. They should know where the water may be skinny, what landmarks there are to assist in spotting entrances, how the current will impact the approach. These are examples of information that must be conveyed accurately, confidently, and professionally. I think there is no better way to accomplish this than to have every staff member get out on the water to experience the approach first hand.
(0:32) Things look very different from the water. Landmarks that are obvious from shore can be hard or impossible to see from the water. Not only is the perspective different but visual indicators you take for granted can get lost in a mass of objects onshore all of which are new and unfamiliar to the boater. For example, we've received instructions that provided a specific boat name to dock behind; unfortunately, the boat was positioned so that the name was not visible from the water. This causes confusion and worry to the boater - the exact things you want to avoid.
(0:18) Make it an event. Take your staff out on the water and approach your marina in the same way a transient boater will. Look for buoys that are confusing or hard to see and know what side the boater must be on. Think about the instructions that are typically given and make sure they make sense from the water side. If not, make modifications to make them easier to follow. Write down those instructions so they are consistent and clearly delivered.
(0:08) Is there a hazard such as a shoal area or obstruction? Include warnings along with instructions about how to avoid the problem. Make a boater's approach to your marina a positive experience and you will set the stage for the entire stay. That will lead to return customers and positive reviews.
(0:02) And that's the marina minute.
(0:56) A few weeks ago we did a piece in our ActiveCaptain newsletter about updating markers with fitness information. Several boaters had emailed us with the request for more information about where and how they could stay fit while cruising. Knowing there's no better source of this sort of information than ActiveCaptain users we put the request out. We were blown away by the response. It was the largest we ever received for a newsletter item.
(0:43) On the chance that you are still not receiving our weekly newsletter or if you need to hear something more than once for it to have an impact, listen up. Make sure that your marker has complete, up-to-date information about the fitness options at or near your marina.
(0:37) For some of you this will mean including information about facilities you have on site. We have stayed at marinas with very nice workout rooms, pools where you can do laps, and grounds that have terrific paths for walking or jogging. Let boaters know about these important amenities.
(0:30) But it doesn't stop there. Make sure you are aware of what is available in the surrounding areas. YMCA's, gyms, workout centers such as Curves, public pools, classes, parks, etc. can all offer boaters a way to get a workout while at your marina. Consider places a boater can walk or bike to, as well as places that are accessible by public transportation or a courtesy car. You may need to do some snooping to turn up all the possibilities but it can be worth it if it helps bring in the boaters.
(0:19) And don't forget resources that may be available within your liveaboard or transient communities. We heard from many fellow cruisers who are trained yoga, Zumba, Tai Chi, Martial Arts, and other types of fitness instructors. Do you have a place where classes could be offered? We've been at a marina where a yoga class was offered in a lovely field by the water.
(0:10) I think boaters are speaking loud and clear that staying fit while underway is increasingly important. Make sure you are listening to their request and giving them what they're asking for. It can mean more business for your marina because it will often cause a boater to stay longer than a night or two.
(0:02) And that's the marina minute.
