(1:02) Many marinas have an off-season. It's a time for taking care of all those things you just never found the time for when your season was in full swing: dock maintenance, equipment repairs, upgrading amenities, and other tasks. You know these tasks will ensure that you are ready for the seasons to come. But don't forget to use this downtime to do maintenance on your marketing plans as well.
(0:52) The end of a busy season is the perfect time to stop and look at the boater data you've collected because I know you've been following my advice and asking every boater what brought them to your facility. Start by looking at where you are spending your marketing dollars. Stop wasting them on programs that aren't working. Start thinking of new and different ways to use that budget money to bring in boaters.
(0:44) Examine the different specials and offerings you may have used to determine which ones were winners, which were losers, and which need to be tweaked a bit. Brainstorm and come up with new ideas. It's a great time to set up a list of special offers. Think about the various situations you face where a deal or special could help. Your slow day of the week, the shoulder seasons, or upcoming special events are just a few possibilities.
(0:30) Take a hard look at your promotional messages. Remember, most transients are doing their cruise planning 3 to 6 months before they actually pull into your harbor. It is critical that you have the information they need when they are deciding where they will travel. Keep in mind that the information they are looking for during their early planning is likely different from what they need to know when approaching your marina.
(0:17) Consider modifying your messages to include events and attractions that might bring boaters to your harbor or town. When a boater is in early planning mode, the most important competitor might be a nearby town rather than a nearby marina. Make sure everyone knows why coming to your town is the best choice and how you can offer them the best experience once they get there.
(0:06) Some pre-planning in your downtime when you have more time for reflection and brainstorming can pay off when your next season kicks in.
(0:02) And that's the marina minute.
(0:49) I've often promoted the importance of managing your reviews online - working positive reviews, handling negative ones, getting more reviews, and having a review strategy. I believe that the advent of online customer reviews is a huge benefit to quality businesses. They are critical to your success as digital reviews have surpassed traditional word of mouth in customer decisions.
(0:37) There's another benefit of online reviews that I believe is too frequently overlooked: checking out your competitor's reviews. Knowing what your competition is doing well and where they can improve is almost as valuable as your own ratings.
(0:30) Finding out what boaters like about other marinas can cue you into changes you should consider at your marina. It could be something new and innovative, or just a small touch that you've overlooked or forgotten. There's no shame in copying a successful idea or using it as an inspiration for your own unique twist.
(0:23) It's also important to note what your competition is doing poorly. This can reveal the competitive advantages you have. Or it can highlight a service or amenity you should add to give you a leg up.
(0:17) By combining the information customers are providing in all nearby reviews, you can form a picture of what's important to your customers. This provides you with guidance about the features to promote, the capabilities to improve, and can even help you decide if you're spending money on the right things.
(0:07) By keeping an eye on all reviews coming from your potential customers, you can make better decisions, spend your money more wisely, and capture more business.
(0:02) And that's the marina minute.
(1:08) Last spring we pulled into Southport Marina in North Carolina to spend a night or two on our way back north. It wasn't our first time there and as always we had a pleasant stay. On the morning we left the dockmaster handed me an envelop with, "Hope you enjoyed your stay with us" handwritten on the outside. Once we pulled out and I had finished putting things away I opened the envelope to find a photo of me and my dog on the bow of our boat as we were first arriving. It brought a huge smile to my face.
(0:55) It was a small and simple thing but it had sincere meaning. You see, there's nothing special about pictures of us on our boat - we take hundreds of them. But we have almost no pictures from a dock of our boat approaching. It's a view we never get to see and Southport gave us a permanent reminder of it. Showing us coming into their dock was artistry marketing. The whole thing made me feel special. It was great customer service.
(0:43) Taking a digital picture and handing the owner a hardcopy is special. It was smart, inexpensive, and easy to do. They also emailed the picture which, of course, we posted on Facebook and all of our friends saw a unique view of our boat docking. And again, it was docking at Southport Marina. There is no better advertising Southport could purchase and not because it was us, but because our friends saw a real picture of our own boat at a beautiful marina.
(0:32) I've often touched on customer service issues reminding you that every interaction has an impact on the customer's perception of your facility from the first radio contact, to handling dock lines, to the interactions during a boater's stay. There's no reason that ends when I pull out of your marina. Finding a way to let the customer service live on after I'm long gone is icing on the cake.
(0:23) Continuing good customer service beyond my stay will increase my positive feelings and can make it more likely I'll write a good review. Do that in a way that is memorable and you will increase your chances even more. You have to be creative but there are hundreds of ideas out there.
(0:16) There are many possibilities that come to mind. A simple "Thank You" card left on the cockpit the morning I check out. Maybe include a discount coupon for a return visit. Is there something your town is known for? In Lyons, NY they gave us a small vial of peppermint oil, a reminder of the industry that built the town. It's now a month since we've been there and we still remember Lyons because of it. That is marketing gold.
(0:07) Think of ways to keep me thinking of you long after I've gone and I will be more likely to return, to tell other boaters about my experience, and to give you a great review.
(0:02) And that's the marina minute.
(1:02) So you've worked hard to develop the perfect promotional message. One that highlights your advantages while offering boaters the useful content that they desire. Maybe it's a killer discount to introduce your facility to new customers. Or a unique amenity only you can provide. Or simply presenting an inviting destination boaters won't be able to resist. That's a good start but you're not done yet.
(0:52) To truly succeed you need to get that message in front of boaters at the moment they are making their planning decisions. A message delivered too soon will fall on deaf ears. While one delivered too late is, well, too late.
(0:46) Old fashioned advertising relied heavily on repetition. Put the message in lots of places with the hope that one would reach the consumer at the right moment. That method no longer works. Your customers are bombarded with information. If your message is not relevant to me at the moment it is presented, I won't see it.
(0:38) As I've discussed in various Minutes in the past, the key is to reach boaters at the moment your message is relevant. It is this relevancy that makes the ActiveCaptain partnership with the third party marine navigation apps so important. Now your perfect message is appearing at the perfect moment: the moment I am planning and implementing my cruise. And with the Cross Promotion tool you even have a last-chance to attract a boater considering a competing facility.
(0:27) Cross-Promotion provides ActiveCaptain Sponsors with a brief, one line message that appears in the marker of nearby non-Sponsor marinas. It's your chance to present your special advantages as the boater is looking at your competitor. Perhaps you have great fuel prices for the area. Perhaps your hot tub is a big draw. Or just perhaps you know that your competitors have poor service and inexperienced dock hands. This is your chance to point out these differences.
(0:16) Cross-Promotion is about understanding your own business and where your advantages lie. Take out a sheet of paper and write down the 2-3 things that make your marina different from the others you compete with. The objective is to make a clear and honest assessment of your strengths.
(0:07) That list of 2-3 things becomes the basis for your single, small, Cross-Promotion message. Set it, measure the results, and modify it as needed.
(0:02) And that's the marina minute.
(0:52) I've written about trying new and unusual strategies, offering services boaters want, and other suggestions, all while not fearing failure along the way. Because if you want to move forward you'll sometimes be entering uncharted ground. Sometimes you'll succeed and sometimes you'll fail. It's critical to know when you've done each.
(0:44) Marinas contact me looking for my opinion on a new pricing structure, a new service, or a special, and I am happy to give my 2 cents. But it's more important to track actual results. Knowing what succeeded and what didn't can guide you moving forward.
(0:36) The only true way to know if you are making progress, staying stagnant, or falling behind is to measure the outcomes of the things you try. Too often a business will try a new promotion or service or discount and fail to determine if it had an impact on business.
(0:29) You need to develop criteria that is relevant to your success. You need to measure your business based on that criteria now and after a change. Your criteria can be as simple or elaborate as your needs, time, and resources allow. Over time you will refine and develop your measurement techniques.
(0:20) In doing this you can begin to determine what works and what doesn't. You can fine tune the timing for special discounts and know if the promotion or service you are paying for is delivering results.
(0:13) If you don't measure you're just guessing or hoping and neither makes for a wise marketing plan.
(0:09) So start now by tracking some measure of your business success, revenue generated, number of new boaters, boat feet per night, etc. Then when you make an adjustment you have a point of comparison. Keep adjusting and keep measuring and you will find success.
(0:02) And that's the marina minute.
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.
(0:57) It's a good idea to follow the weekly ActiveCaptain newsletter because it tells you what we're telling boaters. Last week we made a news flash about the release of ActiveCaptain support in the Boeing/Jeppesen/C-MAP app Plan2Nav for Android. This is an app that will have a significant impact on your business. If you haven't read about it you can see last week's announcement by following the link below.
https://activecaptain.com/newsletters/2013-07-31.php
(0:48) Including ActiveCaptain support in this new release will greatly increase the number of boaters accessing ActiveCaptain data. We're already seeing a rise in new accounts. This means that more boaters will be seeing your marina details and reviews, your promotional messages, and your specials. Make sure you are taking full advantage of this new opportunity to attract boaters to your marina.
(0:37) Examine your marina marker today and make sure that the information presented is complete and up-to-date. If you carry fuel, did you receive and respond to yesterday's fuel update email? If you are not receiving the fuel update, please let me know and I will ensure that your contact information is current.
(0:29) Is your review strategy working? Ensure everyone at your facility is bringing in positive reviews. Need some help improving your ratings and receiving more boater reviews? Make sure your custom Sponsor review card is being included in your Welcome Packet. I sent PDF files to every ActiveCaptain Sponsor a few months ago. If you can't find yours let me know.
(0:20) Also check out the Marina Minute blog for more ideas. It contains all the past Marina Minutes, many of which offer tips and suggestions for obtaining positive reviews.
http://www.themarinaminute.com/
(0:15) It is now more important than ever to keep your data up-to-date and complete. Think back to the ZMOT discussion last summer and remember that today's consumer expects to find information anytime, anywhere, at the moment they want it. If you don't provide the information, they may move on to your competitor. Check out The Marina's Guide to ActiveCaptain for help:
http://activecaptain.com/sponsors/marinasGuide.pdf
(0:07) Don't pass up this opportunity to win more business. Tell the world what you have to offer. And if you have an Android/Droid phone or tablet, check out this new app in the Google Play store.
(0:02) And that's the marina minute.
(1:06) A few months ago I wrote a Minute entitled "Embrace Failure" - you can find it on my blog:
http://www.themarinaminute.com/2013/05/embrace-failure.html
(1:02) My point was that true innovators are not afraid to face failure on their way to success. But there is a difference between failing, learning, and trying again, and simply failing. Much of what I write about in the Minute is the new order brought about by technology, the internet, and the new ways we interact and seek information. If you've followed the Minute for some time then you should know I am not a fan of online banner ads. I don't believe they work because your customers just ignore them.
(0:50) Well, it seems that banner ads are even more destructive than I thought. Last week the University of Michigan released its annual American Customer Satisfaction Index (ACSI) E-Business Report which stated customer satisfaction with social media sites and search engines has fallen to its lowest level since 2003. They placed part of the blame on online advertising.
(0:42) Data was compiled from interviews with 70,000 consumers to determine their satisfaction with 230 companies across 43 different industries. 22% sited online ads as what they least liked about the sites. 3 out of 5 stated they do not pay attention to online ads and 1 in 5 said the ads actually interfere with their experience. Ask yourself how you like banner ads jumping out on the websites you visit. How many have you clicked on? Have you ever made a purchase decision based on them?
(0:32) If you are still spending your valuable marketing dollars on online banner ads, now is the time to reconsider those actions. Stop being merely ignored or, worse yet, viewed as an irritating distraction. Think back to the series on ZMOT I began last July. Become part of the content as a resource and give boaters what they are looking for - the information they need to make sound decisions. This will gain a boater's attention.
(0:19) I think it was said best by Kim Kadlec, worldwide vice president of Global Marketing Group for Johnson & Johnson:
(0:15) "We're entering an era of reciprocity. We now have to engage people in a way that's useful or helpful to their lives. The consumer is looking to satisfy their needs, and we have to be there to help them with that. To put it another way: How can we exchange value instead of just sending a message?"
(0:06) It's clear that online banners ads are not fulfilling that need. Think about how you can add value instead and win customers.
(0:02) And that's the marina minute.
(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.
