(1:05) Whenever I run across a marketing or sales experience that grabs my attention, whether good or bad, I start thinking of how that might translate into something marinas can use or learn from. We spent a week at Marineland Marina, a terrific small marina that does so much right. When they let us know about the Tuesday morning farmer's market, we made plans to attend. Then in a communication with a fellow boater who'd passed through the week before, we were told to visit the "muffin man."
(0:54) Tuesday morning as we walked down the dock to the market we passed boaters with containers of muffins. We just had to see what this was all about. We met Hugo who makes dozens of different kinds of "Vegan and Gluten Free Muffins." Now I know that many of you are wrinkling a nose. But then you probably haven't met Hugo.
(0:47) Right away he begins chatting in the most pleasant way and without you realizing it, he has determined some critical information. Are you Vegan, counting calories, or just looking for a tasty muffin? Do you live nearby or will you be moving on? This information lets him know what to offer you. He has long stainless-steel tongs and quickly begins tearing off pieces of various muffins offering a taste. He tells us they freeze well and gives instructions for freezing them for later. He notes that my husband is interested in the calorie count and rattles off the calories for each muffin sample he gives.
(0:34) The bottom line. We went there to purchase two muffins for breakfast and walked away with enough to fill the freezer. And at $27 a dozen I still feel great about my purchase.
(0:28) So what can you learn from this? First, Hugo had an excellent product. Without that the rest would have been just showmanship. Then he gave every customer the feeling that he cared about them and their needs. He wasn't just selling terrific muffins, he was selling a healthy food option, or a Vegan lifestyle, or a reasonable calorie count, along with a wonderful taste. He focused his sell on what was important to me. He had the confidence in his product to give some away knowing it would lead to more sales.
(0:17) You can use these same skills when bringing in boaters. When you are crafting your promotional message think about the many different reasons boaters might come to your marina. Don't hesitate to offer specials during down times to bring in new boaters allowing them to "sample" your product. Be confident that they will come back and tell others when they experience what you offer.
(0:09) Understand the needs of boaters as individuals and try to meet those needs. Make it easy for them to get what they are looking for. Learn from these interactions to craft and modify your promotional messages to focus on what boaters care about. Give me an exceptional experience and I will not only return but will tell others.
(0:02) And that's the marina minute.
(1:04) I live on my boat. It is my home. So when I pull into a marina whether for a night, a week, or a month, that becomes my neighborhood. It is the place where I will shop, eat, take my canine crew for a walk, and maybe even use a doctor, dentist or hairdresser. Are you making sure that every transient feels welcomed to your neighborhood?
(0:57) I remember when I was growing up that there was a sort of ritual that took place whenever a new family moved into our neighborhood. If you were born after the 1960's it may seem quaint or old fashion but it was real. Women from the neighborhood would visit the new family. Over coffee they would get to know each other. And yes, there was often a cake or cookies involved.
(0:48) An important part of the meeting was an exchange of useful information about the area - we'd call that, "local knowledge" today. Which grocery store was best, who were the good babysitters, and information about upcoming events. It helped bring the newcomers into the neighborhood and made them feel wanted and welcomed.
(0:40) Now I'm not suggesting that you meet every transient boater with a cake and expect to sit down for a chat. Although a cake would certainly get you an invite onboard my boat.
(0:35) I was reminded of this ritual recently as we pulled into a marina and were politely and professionally greeted by the dockhands. We had been there before with a big draw being the nearby dog park. I thought how perfect it would have been if one of the dockhands seeing our two dogs straining over the bow would have said, "Welcome! Did you know there's a nice dog park right nearby?"
(0:26) That simple gesture would have made me feel truly welcome and special and told me that they really wanted me and my crew to enjoy our stay. It would have been a preamble to the Welcome Packet I would receive at check in.
(0:19) There are so many different ways you can add that personal touch. I've writte about farmer's markets. "How long are you staying? There's a great farmer's market - or local theater or craft fair - tomorrow."
(0:14) It could simply be, "If you're looking for a place to eat, we have some great suggestions in our welcome packet." Or, "Don't miss our downtown, it's lovely." Or even, "Let me know if you have any questions about the town."
(0:09) Make sure you are aware of what is happening nearby so that you can let boaters know. Treat me like a welcomed member of your neighborhood and I'll come back to visit again and again. I'll also let other boaters know what a welcoming place you have. And that will translate into more business.
(0:02) And that's the marina minute.
(1:04) It seems pretty obvious that if you provide the things your customers really want, your business will improve. Old customers will keep coming back and word of mouth and positive reviews will bring in new customers. Something I have often mention in Minutes is the importance of thinking beyond what is offered at your facility. Make sure to take in the nearby town and surrounding area. Any service offered within walking distance or accessible by courtesy cars and public transportation is a service you can promote to cruisers. The needs of cruisers are as widely varied as cruisers themselves and can sometimes be hard to predict. The best way to learn is to listen to their requests.
(0:48) But there is one need that is universal no matter what a cruiser's age or inclination or special needs. We all need to acquire food on a regular basis. I've probably belabored this point enough that you know to include the locations of nearby grocery stores in your welcome packet. Each listing should include distances for walking and/or information about available transportation.
(0:40) Something we are seeing more and more frequently are local farmer's markets popping up. As we all become more conscious of what we eat and its impact on us and our environment, local farms and other businesses are organizing to offer their fresh products directly to consumers. Keeping good, fresh produce onboard is a challenge for any liveaboard, so this is great news for cruisers. But only if we are aware of it.
(0:31) Make sure that you know about farmer's markets that are accessible to cruisers. Have directions, times, and other information available in the welcome packet, on your website, and in your ActiveCaptain marker. Easy access to a farmer's market can influence my decision to visit your marina and even cause me to extend my stay.
(0:22) If the market is out of reach via walking or public transportation, try organizing car pooling with a sign up sheet. Most marinas we visit have long term liveaboards who often offer transportation to transients. It's a great way to meet interesting people.
(0:19) Will this really make a difference? Yes it will. We always look for farmer's markets when deciding where to stay. It's often the small but significant things that influence boaters' decisions. Make sure they have the information they need to select your facility. That will bring you more business.
(0:02) And that's the marina minute.
(0:56) One question that often comes up when we are talking about WiFi performance with a marina is, "Why can Hilton and Starbucks and other businesses provide good reliable WiFi but we seem to have problems?" The answer is that marinas and boatyards are different in some significant and important ways.
(0:48) The most obvious difference is that you provide WiFi service out in the elements. Neither snow nor rain nor heat nor gloom of night shall keep the WiFi... you know the quote. Things like wind, rain, and even temperatures can cause interference in an outdoor WiFi setup, particularly if it has not been designed and set up to work in this harsh environment.
(0:40) There will often be components that must reside out in the elements exposing the equipment to extreme temperatures and moisture. In many marinas there is saltwater which is even more corrosive. Even if you are able to place your equipment undercover, it is still more exposed than devices installed in a hotel or coffee bar.
(0:32) Then there are the ever changing conditions of boats coming and going. Think of a sailboat alone at a dock who's WiFi signal is great until they become surrounded by two large double-decked power boats that block their signal.
(0:27) You might have covered slips with metal roofs causing interference or a large storage or work shed between the boater and the signal source. Few marinas sit in a densely packed basin but are more commonly spread out along the water.
(0:22) Now let's assume you can provide a strong reliable signal out to the dock. What happens when that boater who was sitting in the cockpit surfing the web wants to go below and surf from the iPad in their stateroom? Will the signal remain strong as they move below?
(0:16) It is no wonder that systems designed for orderly, predictable, indoor applications fall apart when tried in a marina setting. You are different. You need designs, equipment, and layouts that have been designed to satisfy the complexities of your environment. You are different, so make sure your WiFi provider has experience in marina installations because it doesn't matter how many hotels or doctor's offices or Starbucks they have worked on. If they don't understand your unique situation, they will not be able to offer the service your customers demand.
(0:05) Satisfied customers means more business for you.
(0:02) And that's the marina minute.
(1:30) We've seen quite an increase in new ActiveCaptain Sponsors lately. I work with new Sponsors providing Getting Started information and helping them take full advantage of all that ActiveCaptain offers. This past week it occurred to me that it was a good time to remind everyone of the ActiveCaptain tools a marina can use to help bring in more business. So whether you are new to ActiveCaptain or one of our earliest supporters, take a minute to make sure you are doing all you can.
(1:19) The Marina Minute newsletter/blog provides a short weekly message covering some area that I feel can help marinas be more successful. If you are reading this from your inbox, you are either already signed up or someone has forwarded it to you. You can sign up for the weekly email by clicking "Join our Mailing List" on the right. You can always find past Minutes on my blog: www.themarinaminute.com
(1:09) The Marina's Guide to ActiveCaptain is a document covering ActiveCaptain's features with an emphasis on how they can be used by marinas to increase business. It includes directions for the most common functions a marina should be using. You can find a pdf version of the document here:
http://activecaptain.com/sponsors/marinasGuide.pdf
(1:02) The Fuel Update Email is sent out every Monday morning and is a reminder to update your fuel information. If you carry fuel and are not receiving this email, let me know and I will help you get on the list. It is important to respond to the email every week, even if your fuel price has not changed as all pricing has a date. Of course, you can always change your price by going to your marker or saving the Fuel Update Email to use any time. Sponsors can update pricing on their Sponsor page.
(0:51) The Wednesday ActiveCaptain newsletter goes to all users and is the best way to stay up-to-date with what is happening in the ActiveCaptain community. It's important for you to be familiar with what we are communicating to boaters. We're covering areas that are important to your customers which should make it important to you. You can sign up for the newsletter by logging into the ActiveCaptain website, selecting "My Account" in the upper right, and clicking the "Subscribe to newsletter" checkbox.
(0:39) Boater Messaging provides a private and secure way for you to communicate with ActiveCaptain users. Every boater who leaves you a review, good or bad, should receive a message from your marina. You can find instructions for sending a message at the link below:
https://activecaptain.com/sponsors/captainMessage.php
(0:33) ActiveCaptain Sponsors have access to special promotional tools including a Promotional Message (Pro-Op), Cross Promotion text, and Time Sensitive Boater Specials (Co-Op). Make sure to utilize these features to tell boaters why they should bring you their business. It's important to remember that your messages are not static and can quickly and easily be changed to fit your season, special events, or to experiment to see what makes an impact. Please contact me if you have any questions about using your Sponsor features.
(0:22) ActiveCaptain Reviews are the most valuable feature of ActiveCaptain for boaters and marinas alike. It is the honest and uncensored reviews of fellow boaters that makes ActiveCaptain data the number one resource for boaters. It is the same reason it should be your number one source as well for finding out what you are doing right and where you can improve. Make sure you know what the community is saying about you, read your reviews. ActiveCaptain Sponsors can utilize their customized Review Cards to bring in even more boater reviews. Contact me if you need more information.
(0:06) Make sure you are familiar with the resources we offer. Let us help you bring in more business!
(0:02) And that's the marina minute.
(1:19) What do you think was Apple's fastest growing product in 2013? If you guessed the iPhone, you'd be wrong. And it wasn't the iPad, the iPod, or i-anything else either. It was Apple TV which generated $1 billion (yes, "b") in sales last year, with sales nearly doubling over 2012. This should get your attention. The world is digital and it's not going back.
(1:09) One of our boat projects this winter was to replace our entertainment system on our boat. We had a couple of goals - high definition, HDMI components, using equipment that was smaller and used less power, and installing a Smart TV system.
(1:02) If you're not familiar with Smart TV, it's a television that receives normal over-the-air programming but also directly connects to the internet over WiFi. It lets me watch TV, movies, browse the web, keep my photos, and much more. In short, it allows me to cut my ties to cable and satellite TV. Of course there are ways for "dumb" TV's to become smart through the addition external boxes such as the Roku...and Apple TV. This is a mainstream trend and not something geeky or technical.
(0:52) Users of Smart TV will be placing an even higher demand on your WiFi. The good news is that you can offer far more performance than they need by diverting money you spend on cable to your WiFi setup. In general, you'll actually save money doing this. I know many of you are thinking that cutting your cable TV capability will cause a revolt. But that's not necessarily true, and here's why.
(0:42) Fewer and fewer transients are utilizing the cable connections offered by marinas. We know this from talking to marinas and boaters, and from observing how many boats actually have a cable running out to the dock. This trend will continue and only accelerate in the future.
(0:35) We have heard from marinas that their long term/yearly slip holders, particularly if the marina is their home port, are the most frequent users of cable. For those customers, there is a fantastic solution that will give them more and better functionality at a reduced cost to the marina. It's the perfect win-win situation.
(0:26) There are devices, such as SlingBox, that allow boaters to remotely view and control their home's cable, satellite, or digital video recorder system from their boat over the internet. What that means to the boater is they can have access to all of the entertainment options they have at home. That includes any premium channels such as sports, HBO, etc., that the marina is unlikely to provide. Plus they can do cool things like watch a DVD they've placed in their home player or watch shows they've saved on their DVR/TIVO. These are things they can't get at the marina today but will soon want.
(0:14) All of these features hinge on having exceptional WiFi which is possible and affordable today. Now is the time to begin getting ready. Don't guess - find out how many boaters are actually using your cable setup. We'll help you educate boaters about the advantages of "cutting the cable."
(0:06) Begin planning for this new generation of WiFi. It's coming and if you don't offer it, your competitors will.
(0:02) And that's the marina minute.
(1:05) Even the most compelling message can fall short if your timing is off. Do you know when potential customers are perusing your data? It may not be when you think. The right message at the right time is key to success.
(0:59) To gain the maximum benefit you need to reach me when I am planning my cruising and this typically happens far ahead of time. While it is certainly possible to deliver a message or offer so compelling that I would change my plans later, it is far easier to fit into my original planning process.
(0:52) We have an interesting perspective as we watch the activity in the ActiveCaptain database throughout the year. I'll use the US east coast snowbird migration path as an example route, something we are extremely familiar with. First, let's look at the physical movement of the snowbirds.
(0:46) At our homeport in Maine, summer is obviously the busiest cruising time. And the activity increase stretches down through Long Island and south as cruisers search for cooler summer temperatures. Movement begins south in the fall with a bunching of cruisers in the Chesapeake Bay and mid-Atlantic as they wait for hurricane season to end in the south. Then there's a rush south as they search for warmer temperatures with many ending up in Florida, the Bahamas, and Caribbean for the winter. It all reverses in the spring as the heat and hurricane season moves cruisers back north again.
(0:32) However, this timing of activity is not what we see happening in the ActiveCaptain database. While the activity levels have a similar ebb and flow, the planning being done is happening much earlier.
(0:27) Looking at the same general areas, we see activity increases occurring 3-6 months before the boats start moving. For example, the boaters viewing ActiveCaptain data in the Chesapeake Bay starts to pick up in the winter and peaks in the early spring. Florida area viewing is busy in the summer/fall and actually reduces a bit in the winter. This happens because cruisers have already made their decisions about where they will be.
(0:17) If you want to have the maximum impact for your marketing message, you need to be getting it out when cruisers are actually forming their plans and not only when they are implementing them. Getting into a boater's plans during the formation period is when you'll get a boater to stay with you for weeks or months instead of just overnight too.
(0:10) I was reminded of this when one of our more savvy partners, Atlantic Yacht Basin, began promoting summer storage in February. That's smart timing. Many snowbirds look for a safe place to store their boat during hurricane season so they can travel back to their home ports. It's something we have done several times ourselves. Wait another couple months and most of us will have already made our decisions and you'd be too late at attracting us.
(0:02) And that's the marina minute.
(1:00) We all makes mistakes from time to time. Having the attitude that you don't make mistakes is not only unrealistic, it is harmful to your business. Handling a mistake well can actually increase loyalty and help you succeed. Here are some things to keep in mind the next time your business stumbles.
(0:53) 1. Own up quickly. Boaters actually understand that things can go wrong. After all, they've made mistakes too. It's difficult to get angry at someone who quickly and honestly confesses to making a mistake. So apologize and tell them what you will do to resolve the problem.
(0:47) 2. Understand what went wrong. The only way to fix a problem and ensure it doesn't happen again is to first understand why it happened. Key to this process is an environment where your staff is encouraged to come forward when mistakes are made. It should be a learning process for everyone with the mistake acting as a catalyst for improvements.
(0:38) 3. The buck stops here. Even if a problem occurred through no fault of your own or maybe even because of something the boater did, there is nothing to be gained by placing blame. Frankly, I wouldn't care who created the problem, I'd just want it fixed. Do that and you're my hero. Always focus on what can be done to fix the problem and keep it from occurring again.
(0:29) 4. Write it down. When you are in the midst of a problem it may seem you will always remember it but it's easy to move on to other tasks and forget. It's important to record what went wrong before moving to the next task. Include information about how it was resolved and any procedures or training that should be modified. That is the best way to move forward and ensure you don't make the same mistake twice.
(0:20) 5. Commit that it won't happen again. Use every mistake to learn and improve. Determine that you will make the necessary changes to prevent the same problem in the future. Let your customers know this and you will project your commitment to customer satisfaction. It's not actual perfection that will keep them coming back, it's the honest pursuit of the highest standards.
(0:11) In the end, your customers will remember how well you handled the problem rather than the actual problem itself. Treat every business stumble as a golden opportunity to show your customers that you have integrity and are committed to customer satisfaction. Use it to improve the way you do business and keep your customers coming back.
(0:02) And that's the marina minute.
(1:01) We were not surprised that last week's discussion about WiFi generated a big response. We also wrote about WiFi in our weekly ActiveCaptain newsletter which generated even more input from boaters. It is obvious that this is a topic that hit home on both sides. That makes it all the more important that we look to find a solution. As I mentioned in last week's Minute, I want to use some of the upcoming Minutes to help clarify WiFi issues and hopefully help us all to reach a better solution. This week the subject is WiFi security.
(0:48) I doubt I have to address the importance of online security when lately all one needs to do is turn on the news to hear about another computer security breach. We ran a series in our ActiveCaptain newsletter beginning on November 2010 pointing out the dangers of open WiFi and offered ways for boaters to mitigate those dangers. But still today, marinas and boaters have little idea about the potential risks when connecting to an open WiFi system. Or how simple it is to make the system much more secure.
(0:37) Our ActiveCaptain series dealt with the potential security risk a boater faces when they connect to open WiFi. Open WiFi is when you connect to any WiFi hotspot without entering a password. The password must be at the time of WiFi connection too, not part of some login process. And to make it even more confusing, there are multiple acronyms for encryption settings: WEP, WPA, WPA2, and others.
(0:29) The real problem began in October of 2010 when freely available software made it trivial for the average 14 year old to grab passwords, cookies, and emails through an open WiFi hotspot. Boaters can protect themselves using a VPN service and we've written about it numerous times to boaters. Today, few have VPN's and they have no idea about the risk they are putting their information in. But you can protect them.
(0:21) The right solution is for you to have a WPA or WPA2 password on your WiFi hotspot. It costs nothing extra for you. The actual password doesn't matter and can be displayed for everyone to see. Just having the password for WPA or WPA2 encrypts users from each other even with the same password. It also allows you to control who gets onto your WiFi which might be important to you.
(0:13) There's a marketing angle with WiFi passwords too. With a little imagination you can use that password to promote your branding. For example, how about making it "ThankYou"? Or something you are promoting, like "Sunsets", "PamperYourself", or maybe "BestBeach". Use a phrase you'd like boaters to think of when they think about you. Let your customers know that you're watching out for their security when they're away from home. That's a message that will keep more of them coming in.
(0:02) And that's the marina minute.
(1:21) We love spending time talking with marina owners, managers, and staff. It's always an interesting exchange of ideas and experiences as we help them better understand the needs and expectations of real cruisers and they help us understand the issues they face trying to meet those needs. Our hope is that marinas will improve and become more successful while cruisers (us included) have more and better choices.
(1:12) Beginning a couple of years ago we started hearing more and more unhappiness about marina WiFi. It came from marinas and boaters alike. Should marinas charge? Should streaming video be banned? Is it fast enough? What about security? It has been an important topic at 95% of the marinas we've spent time with over the past year. Seriously, 95%. It's likely an issue at your marina.
(1:03) This isn't surprising as we've seen a huge increase in the number of devices onboard and much higher connectivity expectations. Many marinas have older (only 3-5 year!) WiFi systems that are showing their age at a time when smart phones, iPads, and smart TV's are causing more demand for high speed internet. We're also at a point where there's an influx of cruisers that are more comfortable with all of these technologies. As these things come together, we find ourselves in the middle of a WiFi Perfect Storm.
(0:52) When we began cruising nearly 12 years ago, many boats had one laptop onboard that often ran a navigation program and might occasionally be used for email if you could get to a cafe or library. Early on we began accessing free WiFi most often from nearby homes or businesses. No one worried, or maybe understood, about security then. We were one of the first boats to have our own long range WiFi antenna allowing us to access signals from miles away. We had to build it ourselves from commercial parts.
(0:41) Fast forward to boaters in 2014 and you will find boats that have at least 2 laptops (and often more), one or more internet smartphones, tablets, and even a smart TV that all connect to WiFi. Many have off-the-shelf long range WiFi capabilities. Not only have the number of devices increased many times over, the connectivity speed needed for those devices has grown exponentially. It's no longer good enough to access email once a day. Boaters want (need?) access to news, weather radar, and online movies and Skype to visit with family. And the needs continue to expand with things like Facebook and eBoatCards providing new ways to stay in touch with others.
(0:27) Fast forward to marinas in 2014 and you have aging installations that are having increased problems meeting the demand. The systems installed appear to have little growth or scalability design to allow them to meet today's needs let alone next year's. And we know that demand is not going to decrease next year.
(0:19) Increasingly marinas have been turning to us for guidance. While ActiveCaptain keeps us busy more than full time, we believe this issue is critical and are working to find a solution. The full solutions will come from multiple directions: a) educating boaters on how to best use their equipment, b) finding companies capable of offering the right solutions, and c) helping marinas understand how they can readily afford it, if not save money over what they're doing today.
(0:09) WiFi is a genie out of the bottle. It won't go back in and is here to stay. But I believe I can help you understand how to manage the genie and bring you more business. Stay tuned for more minutes about thriving in this Perfect Storm.
(0:02) And that's the marina minute.
(1:07) One of the points that I make repeatedly in these Minutes is the importance of boater expectations. After all, it is meeting, exceeding, or falling short of my expectations that determines my experience. It is why a high-end resort style marina and a modest "mom and pop" marina can each be rated 5 stars.
(0:59) Consider when you eat out. You might rate your experience at a fast food restaurant as good if the food was acceptable and the service was, well, fast. While that would not be enough at an expensive, fine dining establishment where your expectations for food quality would be higher and fast service was not expected. In fact, if the food appeared too quickly you might even question it's freshness and quality. The point is you have extremely different expectations when walking into each of the restaurants.
(0:48) Of course, if you've ever been to Chipotle, you will realize it is possible to turn normal customer expectations on its ear. Technically, Chipotle is a fast food restaurant - your food is delivered quickly. But they have drastically changed things by offering food of a much higher quality than typical fast food fare. This allows them to charge a somewhat higher price and by exceeding expectations for a fast food restaurant, they are viewed very positively.
(0:37) How do these concepts apply to your marina? Make sure you understand the expectations of boaters coming into your marina. Are you setting realistic expectations for what you offer and what you charge? Behind poor bathrooms, the next most common reason for a lower rating is when the price is seen as too high for the services offered.
(0:28) It's important to understand where you fit in the broad continuum that encompasses "marinas." Know how your services compare to your immediate competitors and to the community of marinas at large. Set your prices accordingly and then offer even better service than the boater expects. This last point is critical.
(0:20) The good news is that it is often the little things that make a big difference. The friendly hello, the offer of assistance, and taking the time to welcome me and find out what I need or want - those things matter. An easy way to exceed expectations is to respond to every boater review whether good or bad. It continues to surprise boaters that marinas are reading what they say. Responding exceeds their expectation.
(0:07) Do something that I don't expect and I will reward you with a positive review and positive word-of-mouth.
(0:02) And that's the marina minute.
(1:10) It's unusual to find a marina that doesn't have a website. It's something that's expected, much like having a phone number. Most boaters will turn to your website in the final stages of their decision making. It can be the place where you will either close or lose your customer.
(1:03) Is your website up to snuff? Does it offer the information and enticement a boater needs to choose your facility over your competitors? A website is no longer a checkoff item. It's more important than ever to have a professionally designed, up-to-date, and appealing website.
(0:56) I have touched on websites in other Minutes yet I continue to find old-fashion, out-of-date, inadequate sites that I believe are doing more harm than good. How can you ensure that your website is providing maximum marketing impact. After all, your website works for you 24/7.
(0:50) First, make sure that your website has been designed professionally by someone experienced in creating websites. I want to emphasize the importance of design over technology. The mechanics of putting together a good website have become quite simple over the years as more and better tools keep emerging.
(0:43) It is beyond imagination today that a graphic design company would not be experienced in website implementation. So when you search for someone to do your website focus on their design capabilities. Look for sites you find appealing and easy to use and find out who designed them.
(0:36) Second, make sure that the design allows you to do content changes yourself. You should never have to go back to the design company to change pricing or update your events calendar. Anyone with even modest computer skills can be trained to do this. It would be wise to have more than one person who knows how, to ensure you can always make an important update when needed.
(0:28) If you need to add a new content page or modify the website design then go back to the design company. They will ensure that your site will maintain that professional, put together look.
(0:22) Third, make sure you are providing boaters with the information they want and need to select your marina.
(0:17) Finally, never let your site stagnate. Make it someone's job to periodically review every page of your website to make sure the information is up-to-date and still accurate. For example, how many of you have changed your copyright information to reflect the current year? When I find a site that shows "Copyright 2009", I just shake my head.
(0:09) Your website is a critical part of your marketing and sales message but it can work for you or against you. Today an interested prospect will visit your website before making the decision to call - or not. Make sure it is helping you build your business.
(0:02) And that's the marina minute.
(1:17) I've been an Amazon customer for years starting when they sold only books. Today they sell pretty much anything. It's fascinating to have watched their progress from a fledgling online book distributor in 1994 to the largest online retailer in the world (Source, Netonomy.net) with sales of over $48 billion.
(1:09) Their secret? Keep customer service the number 1 priority. Their mission statement reads, "to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices."
(1:02) Of course, what business would describe themselves as not being "customer-centric?" The difference is that Amazon actually lives it. And from my own experience, they live it to a degree that I have never experienced anywhere else. We can all learn a lot from how they approach customer service.
(0:54) Living onboard can make securing the items we need challenging. Over the years I have come to use Amazon more and more for pretty much everything from dog treats to clothing to electronics to food. Several years ago I joined Amazon Prime. As a Prime member Amazon guarantees to deliver my package within 2 days. While a cruiser's schedule is ever changing, I usually know where I'll be in two days or so. It is common that I have at least one Amazon package waiting for me when I pull into a marina. But what happens when it's not there? Well, that's when the magic happens.
(0:41) This past week I had an order that never arrived at the marina. When I contacted them to find out how to cancel the order and receive a refund, they not only instantly credited my account, they set about figuring out how to get me the items I needed. They helped me reorder and comp'd me overnight shipping charges to have it sent to my next destination.
(0:32) And this was not a one time fluke. Several years ago a different order arrived a day late and they simply sent out another item to our next destination. No need to figure out how to get the first one back. They just did it. In fact, for months we received emails from other concerned boaters who saw a package waiting for us at the first marina.
(0:23) A year ago, I received a cooling mat for our elderly dog that arrived with a leak. Amazon offered to overnight a new one but when they discovered they were out and were unable to find another mat at another reseller, they not only immediately refunded my order amount, they added a $10 credit to my Amazon account for my "inconvenience."
(0:14) The result. I cheerfully pay my $79 annual Amazon Prime fee. I look on Amazon first, always. And I continue to have Amazon boxes waiting for me when I pull into a marina.
(0:08) Your lesson. Put your customer first, always. Do more than they expect, even if you may lose a little in the short run. In the long run you will be rewarded many times over.
(0:02) And that's the marina minute.
(1:14) This is the time of year we hear about "new year's resolutions," those promises that are made about how this year is going to be different from the rest. All too often, the promise is similar or exactly the same as the one we made the year before. Is there a way to truly make this year different?
(1:06) I'm certainly a fan of goals, setting them, implementing, and measuring for success. However, it seems that new year's resolutions are too often goals set but not kept. The problem is that while we set a goal, "I'll lose those 5 pounds" or "I'll increase slips rentals by 10%," we still live with the same attitudes we had the year before. And it is your outlook that has the real impact on success and not some arbitrary numbers you've chosen.
(0:55) In the mass of articles that come out this time of year looking ahead and making predictions for 2014, I found one from Entrepreneur that I felt offered sage advice on how to actually make this year better than last. It was written by Jen Groover who describes herself as a serial entrepreneur. I've included her "5 Steps to Becoming More Empowered" below.
(0:47) 1. Someday is Today.
Stop procrastinating and creating excuses for why you can't have what you want. Take control. Announce to yourself "someday is today" every day, to seize the day and eradicate an excuse mentality.
(0:41) 2. Have More Fear of Regret Than Failure.
Remind yourself that the feeling of regret is so much worse than trying something (even if it doesn't work out) and living with no regrets. Realize fear is an illusion that holds you back. By doing so, you will set yourself free to live to your fullest potential.
(0:34) 3. I Only Have Good Days.
Remember, the only thing in the world we have control over is our perspective. You can choose to adopt a consistently positive perspective and find the good in everything. Or you can be negative, and attract more negative things into your life. The mantra "I only have good days" reminds you to see the positive for a better outcome.
(0:26) 4. Opportunities Lie Within Every Obstacle.
It can be tough to dig deep and find the positive, especially when confronted by challenges. But if you choose the positive, you will find the opportunity and nuggets of wisdom in every obstacle that presents itself in your life.
(0:18) 5. Live With Passion and Purpose.
Stop asking "what should I be doing" and start understanding "who you want to be." What do you want your legacy to be? As you reflect, you will begin to understand your purpose. That will make it easier to live with more passion and stay further away from needless and draining distractions or drama. Identifying your purpose and living with passion is the most authentic way to be empowered all day, every day.
(0:07) I look forward to exploring these and other ideas in the coming year. Empower yourself in 2014 and it can be your best year yet.
(0:02) And that's the marina minute.
(0:56) Last New Year's I chose 3 of my favorite Minutes from the past
year and highlighted them. Your response was so positive that I decided
to do the same this year. Below are the 4 Minutes that received the most
feedback including one series that you found most helpful. Now is a
good time to check them out if you missed them or to read them again as
you enter the new year.
(0:46) What's a Bitter End?, January 29, 2013
It's often the most basic things that we overlook. But it is also the
basics that will have the biggest impact on boaters impressions of you
and your facility. Make sure that your staff is trained to impress from
the moment they grab a boater's lines:
http://www.themarinaminute.com/2013/01/whats-bitter-end.html
(0:38) The Welcome Packet, March 26, 2013 Without question, this series is the most requested Minutes of all time.
A Welcome Packet is a valuable marketing tool because it enhances the
boater's experience. A positive experience leads to positive reviews
which provides critical word-of-mouth marketing. Now's a good time to
make sure your Welcome Packet is up to snuff:
http://www.themarinaminute.com/2013/03/the-welcome-packet.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-start-at-home.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-check-out.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-whats-happn.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-extras.html
(0:24) Embrace Failure, May 7, 2013I was pleased that so many of you loved this Minute. The word "failure"
is such a negative term that I feared you would balk or think I was a
bit daff. But having the courage to face the possibility of failure can
lead to your greatest successes:
http://www.themarinaminute.com/2013/05/embrace-failure.html
(0:16) Embrace Customer Complaints, November 26, 2013Embrace Customer Complaints, November 26, 2013
This was another
Minute that looked at something most of us would rather not deal with.
But there is no better or faster way to improve your business than to
let your customers tell you where you need to change. Make it easy for
them to provide feedback, listen to and act on their complaints, and you
will see more business:
http://www.themarinaminute.com/2013/11/embrace-customer-complaints.html
(0:07) Make sure to read tomorrow's ActiveCaptain Newsletter for a run down on our plans for 2014. I wish you much success in the coming year!
(0:02) And that's the marina minute.
(1:04) I've been thinking about what makes a marina stand out or be a place a boater wants to return to - one the boater will write a positive review about and recommend to fellow boaters. What kept coming to mind was "the experience," that somewhat intangible thing that makes me feel positively towards a place.
(0:57) The good news is that an experience can encompass many and varied things. That means that pretty much any place can increase the boater's experience by focusing on and playing up their assets. It often goes far beyond what you offer right at your facility and can often make up for less than perfect docks or some missing amenities. Here are some examples that I have experienced directly as a liveaboard boater.
(0:46) The dog park at Titusville Municipal Marina in Florida was an amazing gem. A large friendly dog park literally next door to the marina. A place where we could give the canine crew a break. We found this on our own but after pointing it out to the marina, they've been promoting it on ActiveCaptain and putting up signs directing pets and owners to the park. The response has been terrific. And we can't wait to go back again.
(0:35) The boater's lounge at Dowry Creek Marina in Belhaven, NC turns a simple marina with decent yet basic facilities into a must stop location. Every night boaters gather for docktails, or a potluck, or a party. Mary, the owner, lets you know when you check in what is happening and invites you to join in. It feels like home.
(0:27) We've discovered most of our favorite restaurants when an employee has recommended a lesser known place loved by the locals. Basil Thai Restaurant in Charleston is one of our all time favorites which we visit again and again. Just last week we needed a place for a business lunch in Panama City, FL and were pointed to Bayou Joe's. We're already planning our return trip.
(0:16) The Commodore Theatre in Portsmouth, VA takes the rare movie theater a boater can walk to and ups the stakes by adding a beautifully renovated art deco interior and comfortable seating around tables with food service. We'll pretty much stop in there and watch anything that's showing.
(0:09) There are many, many more examples I could give but the secret is to find your special attraction and work it for all it's worth. Make sure you can point boaters towards your special gems and they'll help you turn those gems into more revenue.
(0:02) And that's the marina minute.
(1:05) Over the past few weeks we have been enjoying the bustle of civilization after spending weeks on the major rivers. One of the things we love doing is walking through the town centers and squares, looking at shops and restaurants and other entertainment choices.
(0:58) It got me thinking about the importance of a walking map to draw transient boaters to your facility and to ensure that they have a good time when they visit. If you are close to a pretty town, an interesting shopping experience, or have any kind of entertainment, you should develop an appealing walking map.
(0:50) It's easy to focus only on the things provided by your marina when you think about your marketing plans. You highlight your amenities, point out your services, maybe even talk up the staff. And those are all important to a boater deciding where to stay and can certainly make boaters choose your marina over the one next door.
(0:42) But that depends on the assumption that a boater is coming to your area. For many of you, your competition isn't simply the marinas nearby, it's the towns and places all around your location. So it's important to let boaters know what there is to do if they come to visit. This is particularly relevant for attractions within walking and biking distance of the marina.
(0:33) We've been to places like The Wharf Marina in Orange Beach, AL that has restaurants and quaint shops, a movie theater and even a Ferris wheel. Transient boaters fully appreciate a movie theater they can walk to. We saw our first movie in many months at The Wharf. We nearly passed by Pensacola where we walked off the boat into the beautiful city with almost endless possibilities. The same is true of Panama City where the Marina Civic Center is literally right next door. We missed seeing Bonnie Raitt by 2 days!
(0:19) It is worth spending some time on your walking map and working with the local businesses who may also help put it together. Encourage them to include specials, discounts, and more in your packet. Use this tool to help a boater's stay become exceptional which leads to good reviews, word of mouth, and return visits. But also use it as a marketing tool. Include a PDF of the walking map on your website to help show what's available in your area. That let's boaters know why they should come to your town or community.
(0:07) Show me that I will have a good time and I will visit. Then help me have a good time when I arrive and I will come back and tell other boaters.
(0:02) And that's the marina minute.
(1:04) I have often written about encouraging, even embracing customer complaints. What many fear is having a negative exchange in public. I think most of us would prefer to be criticized in privately.
(1:00) There are several things you can do to encourage your customers to let you know if you've fallen short, so you can make things right before they sit down and tell the world. It all goes back to creating an environment where feedback is encouraged. Let your customers know that you want to offer them exceptional service and also want to know if it's not happening. So send them that message right from the first interaction.
(0:51) From the dockhands grabbing the lines to employees passed on the dock to the moment a boater leaves, every employee should be looking for ways to make that boater's stay exceptional. After helping a boater settle in, and handing them a map of your facility, the dockhand's final words should be, "Please let us know if you need anything else."
(0:43) Your check-in procedures and Welcome Packet are another important opportunity. Your Welcome letter should state that you are striving to provide exceptional service and let boaters know who to contact if they have a problem. This should also be communicated verbally, again, "Please let us know if there's anything you need."
(0:29) But don't make it just lip service. Every employee needs to be trained on the importance of eliciting feedback. Make sure that every employee asks boaters about their stay. How can I help? Is everything alright? Do you need anything? Ensure they know what to do with the information, good or bad. It doesn't work to ask the questions without follow through.
(0:21) I'm reminded of an experience when renting a car that was less than expected. When I returned it I was asked by the attendant who was busy checking me out on the computer, "How was your rental?" I proceeded to tell him about the few things that weren't right, whereby he looked up like a deer in the headlights, mumbled what I think was "Sorry" and finished the transaction. While he'd been told to ask the question, there was clearly no desire to really hear my response, let alone deal with it.
(0:07) Let boaters be heard and responded to while they are still at your docks, when you have a chance to make things right, and you will be rewarded with more positive reviews.
(0:02) And that's the marina minute.
