(1:02) When I describe ActiveCaptain to someone not involved with boating I often hear, "So, it's like TripAdvisor for boating." I have always seen many parallels between ActiveCaptain and TripAdvisor.
(0:58) In their About Us page they state, "TripAdvisor offers trusted advice from real travelers." That's exactly what we do for boaters. TripAdvisor was one of the first major sites to throw the concept of "experts" on it's ear. After all, who is the real expert, the person sitting around thinking and writing about it or those out there actually doing it? I know who I look to for advice.
(0:50) For the marina this can lead to a bit of a problem. You are no longer dealing with a handful of self-proclaimed experts that you can easily identify and reach. Now you must reach the hundreds of boaters that pass through. How do you court those positive expert opinions?
(0:43) The simplistic answer is to treat all boaters well and I assume you already do that. The real issue then is how to turn your daily efforts into increased positive reviews resulting in more boaters coming in. I ran across some interesting advice on TripAdvisor. They suggest utilizing Management Response to increase engagement with your customers.
(0:36) Here's what they found: "Compared to properties that don't respond to reviews, those that respond to at least 13% of reviews see a 21% boost in engagement. And accommodations that respond to at least 50% of reviews increase their likelihood of receiving a booking inquiry by 24%." Plus, "Properties that don't respond to reviews have a 3.81 average review rating, with average rating jumping to 4.05 for accommodations that respond at least 40% of the time and 4.15 for properties with a 65%+ response rate."
(0:22) But remember there is still a balance. I believe responding to every review will quickly become tedious to the reader. After all, they want to hear what the real experts, their fellow boaters, have to say.
(0:17) TripAdvisor gives some great advice in this area that relates to you: "It's generally a good idea to respond to reviews that are negative, as well as those where you can correct a factual misstatement or write about an action you've taken to correct problems addressed in the review."
(0:09) With 60 million members, more than 260 million monthly visitors, and over 200 million reviews, TripAdvisor has learned a thing or two. ActiveCaptain doesn't come near that volume... yet. But applying some of their wisdom can certainly help you bring in more business.
(0:02) And that's the marina minute.
(1:03) Lately, we've been writing about the concept of crowd-sourcing in our ActiveCaptain boater newsletter. We've discussed how it works, why it works, and interesting new technologies that are emerging. The feedback and discussions generated have been terrific. It got me thinking more broadly about who really is "the crowd."
(0:55) It's easy to oversimplify this complex and diverse group as just, "a bunch of boaters." But having lived aboard now for twelve years, I know it's much more. Just as in nature, it is the diversity that creates the magic.
(0:49) I've found that there is not only diversity among the actual boaters - wide experience levels, transients, locals, different boat types, and on and on. The diversity also spreads out into others who live, work, and dream in this wonderful boating family.
(0:43) Contributors include towboat operators, NOAA and Coast Guard personnel, yacht clubs, other boating clubs, and more. It also includes you, the marinas and boat yards that service the boaters. You are a key piece of what makes this family work.
(0:37) When you update your fuel price, or fill in your amenities, or correct your approach information, you are adding to the crowd-sourced data. Your additions and corrections do more than simply make sure your marina is presented well. You are helping to bring more users into the fold who will offer more crowd-sourced data that will help more boaters cruise with confidence. It's a continuous cycle resulting in more boaters who get into boating, and more importantly, more boaters making more use of their boats.
(0:27) Every day we are told how the resource we set in motion with ActiveCaptain has fundamentally changed boating, making it safer and more enjoyable. This has caused more boaters to throw off once-fixed lines. One boater recently wrote that it makes other resources seem "laughable".
(0:20) The message for you is this - don't view your contributions as merely limited to the small world of your marina. You are a part of something much bigger. You are as much a member of this boating family as any boater out there. You have great value to add that can help boaters spend more happy days on the water.
(0:13) In return, they help you by highlighting your strengths and telling you how to be better. They enter your ports with less stress and enjoy more of their time with you.
(0:08) So continue to contribute your knowledge, and look for new ways to assist boaters by updating hazard and local knowledge markers as well. We are all in one big family, sharing the experience.
(0:02) And that's the marina minute.
(1:14) With the holiday season just behind us we've all probably opened our share of packages. A truly thoughtful gift will include the whole package - a lovely presentation, a thoughtfully selected item, and everything you need to use and enjoy it right away. It makes you feel special.
(1:07) If you've ever seen the disappointment on a child's face when a lack of batteries prevents them from playing with a new toy, you understand what I mean.
(1:03) To provide boaters with a true 5 star experience you need to ensure that they are getting the whole package. By this I don't mean that you must provide every possible amenity. But you must give them what they are expecting at your location.
(0:57) First, determine what type of stop you are - a convenient overnight stop, a place to relax and enjoy, a provisioning and get things done stop, etc. Then consider what a boater will need and expect when coming in and determine what you can offer yourself and what you can offer from the surrounding area.
(0:51) Too often I find that marinas do a very poor job of letting boaters know what services are available to them outside of the marina. These are valuable assets that can play a crucial part in determining where a boater stops.
(0:45) It is not good enough to have business cards on a table or in a rack. You need to cultivate an understanding of who are the quality businesses that can serve boaters. Include this information in your Welcome Packet and on your website. Make sure the Services section of your ActiveCaptain marker is filled in with business names and contact information.
(0:38) I understand that being in a position to recommend a business can be delicate. Understandably, I hear marina staff express concern about how a bad experience with an outside business they suggested can have a negative impact on the boater's impression of the marina itself. However, not being able to offer assistance can make you appear unknowing or uncaring.
(0:30) Don't worry, we've got your back. This year we will be releasing new capabilities that will allow boaters to rate the services they use in the same way they currently rate you. So now it will be fellow boaters who are rating an engine mechanic, a diver, or a canvas shop from their experiences.
(0:23) You'll be able to link to these boater reviews for nearby services on your website site so you no longer need to recommend a business in the dark. You can choose to include only the highest rated, the ones you're familiar with, or all the service providers within a certain geography.
(0:15) Ultimately, it is about information. Better and more unbiased information helps boaters make better decisions.
(0:11) So start thinking about what services you can suggest both onsite and nearby. Decide which ones should be highlighted and we'll give you the information you need to present it to boaters.
(0:06) Give me a better experience by offering the whole package and I'll give you more business.
(0:02) And that's the marina minute.
(1:29) I've written about the importance of embracing failure to succeed. Fear of failure keeps you from reaching outside your comfort zone to the place where success lives.
(1:24) I gathered some of my favorite quotes on the subject. They have inspired me over the years and I hope they will inspire you.
(1:18) "I've missed more than 9,000 shots in my career. I've lost almost 300 games. 26 times I've been trusted to take the game's winning shot and missed. I've failed over and over and over again in my life and that's why I succeed." - Michael Jordan, NBA Hall of Fame.
(1:09) "A person who never made a mistake never tried anything new." - Albert Einstein.
(1:05) "When everything seems to be going against you, remember that the airplane takes off against the wind, not with it." - Henry Ford, founder of Ford Motor Company.
(0:59) "Risk more than others think is safe. Dream more than others think is practical." - Howard Schultz, CEO of Starbucks.
(0:55) "You miss 100 percent of the shots you don't take." Wayne Gretzky, NHL Hall of Fame.
(0:51) "Do not be embarrassed by your failures, learn from them and start again." - Richard Branson, founder of the Virgin Group.
(0:47) "It's hard to beat a person who never gives up." - Babe Ruth, Major League Baseball Hall of Fame.
(0:43) "Fail often so you can succeed sooner." - Tom Kelley, Ideo partner.
(0:40) "You may be disappointed if you fail, but you are doomed if you don't try." - Beverly Sills, opera singer.
(0:36) "I have not failed. I've just found 10,000 ways that won't work." - Thomas Edison, inventor.
(0:00) "If you can't fly then run, if you can't run then walk, if you can't walk then crawl, but whatever you do you have to keep moving forward." - Martin Luther King, Jr.
(0:30) "It doesn't matter how many times you fail. It doesn't matter how many times you almost get it right. No one is going to know or care about your failures, and neither should you. All you have to do is learn from them and those around you because all that matters in business is that you get it right once. Then everyone can tell you how lucky you are." - Mark Cuban, Chairman of AXS TV, Owner of Landmark Theaters.
(0:19) "Success is how high you bounce after you hit bottom." - General George Patton.
(0:15) And of course every boater's favorite:
(0:13) "Twenty years from now, you will be more disappointed by the things that you didn't do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover." - Mark Twain.
(0:05) Reach further, dream bigger, and find success!
(0:02) And that's the marina minute.
(1:04) Are you presenting your marina in its best light? To be perfectly frank, I see too many Pro-Op messages that are dull, lack appeal, and are repetitive, or are missing altogether. I don't mean to be harsh but if you are wasting this valuable real estate simply restating the amenities that are already detailed in the rest of your marker or if you have failed to create a promotional message at all, you are missing a terrific opportunity to let boaters know why they want to stop and see what you have to offer.
(0:51) The Pro-Op message is a feature that is only available to our Sponsor marinas. Only a Sponsor can have a promotional message that allows them to show off a little, letting boaters know what they will be missing if they pass you by. Don't waste this valuable resource.
(0:44) The Oxford Dictionary defines promotional as, "of or relating to the publicizing of a product, organization, or venture so as to increase sales or public awareness." It's tooting your horn!
(0:38) The best messages are about what makes you different and appealing, not what makes you just like everyone else. So don't tell me you have showers, heads, and laundry. Most marinas do and that's covered under the Services section of the ActiveCaptain data anyway.
(0:31) Before the holidays I saw the perfect promotional message when Denis Frain at Gulfport Municipal Marina updated his Pro-Op. It starts out:
(0:26) "We've been called funky, eclectic, artsy, charming, progressive, welcoming, warm, and yes, even weird. We are a small town, but we have a big heart. It's easy to make yourself at home here. Visit us and we think you'll agree."
(0:19) That certainly gets your attention. It goes on to describe what makes Gulfport different, unusual, appealing, and worth visiting. After reading the Pro-Op I am intrigued and have a sense that this is a place not to be missed.
(0:12) You can see the full Pro-Op message here. It is just beneath the contact information.
(0:08) Think about what makes your marina a special stop. Give boaters a reason to visit and you'll be rewarded with increased sales. Don't hesitate to strut your stuff!
(0:02) And that's the marina minute.
(1:19) I tend to have pretty high expectations about what makes for good customer service. I'm always attune to examples of good and bad in my personal and business life and like to analyze why an experience succeeded or failed.
(1:13) One of my all time favorite companies for outstanding customer service is Chewy.com. Many of you are likely aware that we cruise with two Labrador Retrievers. If you have met our crew or follow their blog then you probably know that they have a special life which includes special food. Purchasing dog food at a local grocery store or Walmart is not an option. So over the years I have used multiple online companies to deliver food to marinas where we take our boat.
(1:03) That changed a couple of years ago when I discovered Chewy.com and now there is only one source that I use. The reason is they have the most exceptional customer service I have ever experienced. I have been impressed over and over again with the way they have handled a variety of situations.
(0:56) Well, this week they were able to blow me away again.
(0:54) As I sorted through a mail drop which included several holiday cards from businesses we work with, there was one from Chewy.com. But this was not your typical card with a pre-printed signature. It wasn't even a card that had been hand-signed. It was a card with a handwritten, personal multi-paragraph message.
(0:45) The note addressed me by name, mentioned my pets, and thanked me for my business. It wished me happy holidays and was signed by the co-founders.
(0:40) Now I don't pretend to know that it was actually the founders who wrote this message but to me that doesn't matter. It was that obvious effort that went into the gesture that had its impact.
(0:34) I also don't necessarily believe that everyone who purchased from Chewy.com last year got a similar card. I have two Labradors and buy a lot food, treats, and other things from this business, so maybe this is for their best customers only. I really don't know.
(0:27) My point is not to run out, purchase stacks of holiday cards, and start writing. But think about the things you can do that are very personal to your customers. There is no better way to create customer loyalty and motivate word-of-mouth marketing. We all tend to talk about things that surprise us. Consider the large amount of free publicity Chewy.com has received from me today. I bet if you have a pet you'll be checking out the site in a moment.
(0:16) Think about ways that you can bring that personal touch to boaters. A couple of years ago, a dockhand took a picture of me and my dogs as our boat arrived at the marina and gave it to me. That's an easy, wonderful gesture since most boaters have few pictures of their own boat underway. How about a handwritten thank you placed on the cockpit the day they leave? Use your imagination!
(0:06) Make me feel special and I'll be back and tell all my friends. You can't buy that kind of incredible exposure.
(0:02) And that's the marina minute.
(1:04) I've always felt that one of the biggest mistakes you can make in your business is to underestimate your competition. I often say, "Always assume they're smarter than you are." I think there's a similar message when dealing with your customers. It's never a good idea to think you can fool them.
(0:54) Last week I discussed being honest in the presentation of your marina. It's just as important to be honest about customer reviews. If boaters sense they can't trust the reviews you have, they will not trust your business.
(0:48) This is so critical to us that we have a variety of ways to sniff out "dishonest" reviews. And trust me, it's not difficult. For the record, we have found that it is far more common for there to be false positive reviews than false negative ones.
(0:40) To ensure that you are gaining the most benefit from the review process, make sure you are encouraging boaters to be honest in their assessment, and yes, that means pointing out your warts as well as your charms.
(0:34) A balanced assessment that details your goods points and not so good points will be given far more credibility than an over-the-top glowing account. Plus, without knowing where you need to improve, how can you become better?
(0:27) Honesty in the review process is becoming more important than every. Last year, a consumer study by BrightLocal found that 85% of the consumers surveyed read reviews before making buying decisions, 73% said positive reviews made them trust a business more, and 79% stated they trust online reviews as much as personal recommendations. But all of this hinges on whether the consumer trusts the review source.
(0:17) We've known this from the start. You can't beg, plead, or pay us to remove a review that is real and honest. We've even lost ActiveCaptain Sponsors over this fact. So if another site tells you they'll "fix" your reviews if you pay them for advertising, don't waste your time or money. Boaters are smarter than that. They know which sites have review integrity. The rest...they ignore.
(0:07) The best way to build trust with the boating community is to seek out honest feedback, thank every boater who gives it, and listen to what they tell you.
(0:02) And that's the marina minute.
(1:07) I've written how the fastest way to a negative review is to have a boater's expectations not match reality. It's so important that you make sure you are presenting your marina in an honest light.
(1:02) This was brought home to me as we approached a marina who rated poorly in ActiveCaptain but was the only choice for our Thanksgiving stop. The weather was cold and predicted to get colder. Reviews indicated that power at the transient docks was a problem so we inquired over the radio. We were told, "We've called the electrician to come fix it but because it's raining today, I don't think he'll make it."
(0:52) Really? There's no power because it's raining today. Yet the marina's reviews back as far as January all mentioned power problems. Later we found out from locals that the power went out following a bad storm in 2008. No, that's not a typo. Is it possible it has rained every day since 2008? Not likely.
(0:44) This was a bad interaction on many levels. First, you can no longer assume your customers are naive to your weaknesses. I knew coming in we were not likely to have power but being misled in that manner made me doubtful of anything else this marina might tell me. Plus the lack of candor did not make me feel sympathetic to their situation. Had we been told, "I am sorry we do not provide power on the transient docks," I would have respected the honesty.
(0:33) I trust such a gross example is not relevant to anyone reading my Minutes. But consider the small "white lies" we all can be inclined to tell. After all, who doesn't wish to be seen in the best light. But even a slight exaggeration can set up for a failed expectation and that can easily lead to a poor review.
(0:26) A common example of this is grocery stores. I frequently find this field set to "Yes" with something like, "XYZ store is 3 miles away." Unless there is a courtesy car or some other form of transportation to the store, that facility does not offer access to a grocery store for the typical boater. If you doubt that, then next time you do your own grocery shopping, try carrying it 3 miles.
(0:16) However, entering "No - The closest grocery store is 3 miles away." gives a truly honest answer that any boater can use. Maybe I have bikes with baskets and don't mind that sort of run. Or maybe I'll decide to rent a car or call a taxi. You've given me the information I need to make my decision honestly. Boaters will appreciate that.
(0:08) Consider the information you are providing boaters as the information they'll use to make decisions. Is it what you would want and need? It's simple - treat your customers how you wish to be treated. I think we all learned that in kindergarten.
(0:02) And that's the marina minute.
(1:07) Keeping your digital presence current is a topic I periodically address. That's because it is one of the most common issues I see when working with marinas. The internet's power is in it's immediacy. You cannot treat it like the stale paper media of the past.
(0:59) There is a reason we continue to see long standing paper media fall away. They simply can't match the timeliness we've all come to expect. Boaters want to know what you have to offer today, not last week, and certainly not last month or last year.
(0:52) If you doubt how the consumer experience has changed, revisit my ZMOT series which starts here:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:48) So it's critical for your digital presence to match the expectations of your customers. When was the last time you updated your website? Is your ActiveCaptain marker filled in and up-to-date? How about your ActiveCaptain Pro-Op message?
(0:41) It is a terrible mistake to treat any of your internet content in a "set it and forget it" mode. Pricing, amenity or service offerings, staff, and events, are some things that change over time. It must be someone's job to check these on a regular basis. Do not leave it to fate.
(0:34) Ideally, your website should be designed so that you or someone on your staff can easily make modifications to the dynamic portions. If it is difficult or costly to make those changes, you are less likely to do them. And not keeping your content current sends a poor message. Seeing an announcement for an event that is months or years old on your homepage will make me question whether I can trust any of the information I see. Update your website regularly. Depending on your focus, that could mean daily, weekly, or monthly updates.
(0:21) Fortunately, keeping your ActiveCaptain data current is simple. check out the Marina's Guide to ActiveCaptain if you need guidance:
http://activecaptain.com/sponsors/marinasGuide.pdf
(0:17) I often find ActiveCaptain Sponsor Pro-Op and Cross Promotion messages that are long past their usefulness. Make sure you are updating your messages to reflect changing seasons, upcoming special events, and special offers. Don't hesitate to experiment. Remember that the power of this digital medium is that you are in control and can change your message as often as you wish. This will generate interest and freshness and attract boaters to come see what's new.
(0:07) Make sure that you are using every tool in your arsenal effectively. Do a digital checkup today of your website and ActiveCaptain content.
(0:02) And that's the marina minute.
(0:59) I write a lot about providing the services and amenities that will draw in boaters. These past few weeks I've been reminded that it is just as important to know who is not your customer.
(0:53) We have been traveling marina to marina visiting Sponsors. It's a chance for us to give some personal assistance and talk about what's coming. It's also a terrific learning experience for me. Many of my Minute ideas have come from things I have observed and learned at Sponsor marinas we have visited.
(0:46) This past week we have been at a wide variety of marinas from a homey do-it-yourself community to a high-end resort to a marina struggling to overcome their past and win back boaters. The key to success in each instance is understanding the marina's positioning and communicating the strengths to their target customers. It's also just as important knowing when the marina is not a good fit.
(0:37) I am fond of using restaurants as an example because we've all been to a wide variety of them. Successful ones have been able to position themselves so they attract the right consumer at the right time and are able to set their customers' expectations so they walk away satisfied.
(0:30) I hope it's safe to say you wouldn't choose McDonald's for a special anniversary dinner. Nor would you select a high-end French restaurant for a toddler's birthday party. You know where each of those restaurants fits because they have properly positioned themselves in your mind.
(0:23) Knowing what you do well and what you are not able to provide allows you to focus your marketing efforts. You won't waste money on promotions that miss the mark. Instead you can spend money on promotions, events, and amenities that will satisfy your target boater's needs.
(0:16) Can you describe your perfect customer? That boater who would be crazy not to spend time at your marina? Think about it. It encompasses the boat, their boater, and the specific needs the boater has at a given time. This last point is important. Like my restaurant example, what a boater needs in a marina one week may be different during the next week.
(0:07) Having a realistic understanding of your marina's positioning in the boating community will not only focus your time and money, it is critical to success.
(0:02) And that's the marina minute.
(0:53) Those first interactions dockside will set the tone for a transient visit. A well trained and friendly dockhand not only makes the docking experience a positive one, it starts the boater in a positive place for the rest of their stay.
(0:46) While first and foremost I want a dockhand who is competent and attentive, adding a personal touch will make me feel really welcomed and that goes a long way to ensuring I'll enjoy my stay and return. Dockhands should greet me at the dock as if I'm a new arrival in their neighborhood - because basically I am!
(0:39) Too often the boater is tied up, plugged in, and then left to their own devices. Instead give me a handshake, tell me your name, and welcome me to your marina. Ask me if there is anything I need, maybe tell me about happy hour or on a hot day where the pool is.
(0:32) Try to remember something personal about me and use it during my stay. My name would be terrific but honestly, as someone who has great problems remembering names, it could easily be something else. Where I'm from, pets I have onboard, or the team logo that I'm sporting on my jacket can all be things remembered and acted on to make my stay special.
(0:24) Some marinas keep notes on boaters who have come in before so they can remember their power requirements and slip preferences. How about including that I have dogs onboard and meeting my boat with a couple of treats in hand and information about a new dog park? Or maybe I love the oysters at your bar and remind me that Happy Hour includes two for one.
(0:15) High-end hotels have offered these sorts of special touches for years. Marinas can learn a lot from them about building customer loyalty. Start thinking about the kinds of things that are important to your customers and how you can bring the personal touch to the boaters coming into your marina.
(0:08) It's often the little things that one remembers the most. Make sure that all of the aspects of a boater's stay are special, both the big and the little. I'll not only become a loyal customer, I'll tell others as well.
(0:02) And that's the marina minute.
(1:07) Pricing is a complicated issue. I would even argue that it is possibly the trickiest of the Four P's of Marketing (product, price, placement, promotion). It encompasses your costs, profit, competition, quality, location, and numerous other factors.
(1:02) I have heard some interesting comments over the years about pricing. One marina manager, unhappy with a 3 star review that complained about their dockage price being too high, wrote me, "Boaters can't rate a marina based on price." Oh really?
(0:55) I witnessed an online exchange from a boater questioning the fee for a boating club. He asked, "What do I really get for my money?" The response was a list of the costs for the organization (offices, salaries, mailings). The boater replied, "You've told me why you need my money but not why I should pay it." Study that response - it's brilliant because it puts pricing into the perspective of your customers.
(0:47) The problem comes when you think in terms of price only. You have to think about the value to boaters because that's how I will look at it when making my plans. A nearby competitor might charge more than you but have more amenities or a better location. They can charge more and still be seen as offering good value. In this situation, raising your price because the surrounding facilities have higher prices will hurt your perceived value and cost you business.
(0:37) You can still successfully compete if you price your services properly so boaters will view you as a good value as well. Not every restaurant is a 5 star gourmet treat. That doesn't mean that a mom and pop restaurant or a dependable chain can't find success. The key is providing value. I love this definition I found online:
(0:30) "The real essence of value revolves around the tradeoff between the benefits a customer receives from a product and the price he or she pays for it."
(0:25) If you wish to charge a higher price, you'd better be offering me a greater benefit - a better location, nicer amenities, better service or an unusual service, maybe a faster turn around. And remember, the key is not how you perceive your benefits but how your boater-customers perceive them.
(0:18) The sweet spot is when you are able to deliver perceived value greater than what the boater is paying. While your competition plays a key role in your perceived value and therefore your pricing, it's not as simple as just meeting or beating your competitor's price. To price effectively you need to understand your value verse your competition and then determine whether to price at a premium or a discount.
(0:08) Pricing your service too high or too low can have a detrimental impact on your business. Pricing your service just right can mean more boaters, repeat customers, and more profits.
(0:02) And that's the marina minute.
(1:00) If you happen to follow our canine crew's cruising blog, you know that we put our house on the market recently. It's a 180 year old house and was in need of painting to look it's best for potential buyers. We weren't able to line up our usual painter so had to find another. In addition, the painting couldn't take place until we had already left to get back on the boat. All of that made us very nervous. We are not in the habit of having major work done when we're not there, whether it's our house or our boat.
(0:49) Last week as we were cruising across the Neuse River I got a phone call. It was from the painter. He wanted our email address so he could send us some pictures. When we got in that evening we downloaded nearly a dozen photos of our house from every angle. He provided zoomed in images of the areas that were a particular problem. Of course, he also sent his bill.
(0:40) Now that's customer service.
(0:38) By sending me those photos he showed that he understood how unnerving it can be to have a costly job performed in my absence. He showed confidence and pride in the quality of his work. And it did look nice. He gave me confidence that going ahead and paying the bill was the right thing to do. I will definitely recommend him to others.
(0:30) The service industry is hard. You are mainly selling time and that can be hard to quantify. Bills are not paid until the work is done. That makes problems doubly difficult. If I buy a vacuum cleaner I'm not happy with, I can return it to the store. How do I return hundreds of hours of painting?
(0:22) So it is important that you work to gain your customer's trust. It is more common for boaters to leave their boat and have major work done in their absence. It's an issue of time and of the inconvenience of living on the hard or going to a motel.
(0:16) Go that extra mile to make your customers feel their home on the water is as important to you as it is to them. It should be standard procedure to keep boaters informed of the progress of the work being done. I can think of no better way to do that than through images.
(0:09) Periodically send photos of major jobs. It not only will decrease the boater's anxiety, it can catch issues before it's too late. Send a picture of the final work. It shows that you want me to be happy. And we all know that happy customers are your best advertisement.
(0:02) And that's the marina minute.
(0:55) Everyone is interested in the weather. Do I need a jacket? Umbrella? Will we have to move that Sunday picnic inside? As much as the whims of mother nature affect the lives of those on land, the impact is ten-fold for those of us who live on the water. A blow that might knock over someone's planters can create a scary, if not dangerous, situation for us. So it's important that you know what is happening weather-wise in your region.
(0:46) From a purely business standpoint, it can let you know if that boat club might be canceling their reservations. Or that some of your transients could be staying an extra day or two. If you have empty transient slips you might want to consider a special "Storm Deal" - Come in out of the weather and tie securely to our docks.
(0:39) Of course, the reverse is true as well. If it's going to be a spectacular weekend you may want to think of how you can accommodate last minute reservations from boaters taking advantage of the weather.
(0:34) Being on top of the weather shows boaters that you understand what is important to them and want to satisfy their needs. It's a subtle but telling message when I go into the office to extend my stay due to weather and I hear, "There's bad weather coming?" vs "You don't want to be out in that. It looks like it'll settle down on Monday and that'll give you a chance to try that little bakery in town."
(0:25) It is not unusual for marinas to post the weather forecast at the office. I've even been at marinas that drop off a printed forecast on our cockpit. If there is a TV in the office it should be on a weather channel.
(0:19) Having local weather knowledge is a valuable asset to boaters that can create terrific goodwill. Good advice when coming into an unfamiliar marina is always appreciated. "Winds will be pushing you off the dock so we'll have an extra hand to help," builds my confidence. A friendly warning like, "If you're leaving today heading south, you might find steep, choppy waves," can prevent an unhappy day on the water.
(0:10) You should know which weather conditions can cause problems in your area and let boaters know. The most experienced of boaters will appreciate a knock on the side with, "Winds will be coming strong from the NE tonight pushing you against the dock. A few extra fenders would be a good idea. I can help you put them out."
(0:02) And that's the marina minute.
(1:07) Each fall we linger on the Chesapeake Bay speaking at different boating rendezvous and events. It's the perfect way to start our winter cruising as we spend time with fellow boaters, meeting up with old friends and making new ones. This week's Krogen rendezvous reminded me that hosting a rendezvous is a terrific way to reach out to customers, both old and new, and fill up those empty slips.
(0:57) As I've written about before, it is common for boaters to fall into habits, stopping at the same places year after year. Attending a rendezvous pulls boaters away to a place they might not have visited before or haven't been back to for some time. And for new boaters, it suggests future habits for their cruising destinations.
(0:50) A rendezvous can be a terrific way to really show off what you have to offer the cruising transient. Rendezvous last multiple days so the boater can experience your docks and staff and other amenities. They typically make good use of your facilities letting them know what is available for a return trip.
(0:43) If you have exceptional services, take advantage of the captured audience to let them experience those as well. I've attended rendezvous that featured the local cuisine, tours of marine museums, discounts on shopping and services, visits to the spa, and other encouragements to make me want to come back again when I have more time.
(0:36) The typical rendezvous has a series of talks or lectures on topics of interest to the boating community. It might be about unusual and exciting destinations, boat maintenance, boating skills, or a variety of other areas important to boaters. There is no better way to attract new customers than to give them information they want. Try to get involved with the rendezvous program because you have a tremendous amount of local knowledge to supply.
(0:26) We attended a rendezvous a few years ago for a specific boat brand. A nearby boat yard gave a talk about the potential problem areas for the electrical systems for that boat along with ways to fix most of those problems. Now some boat yards might tell you he was giving away the secrets and it's true that there were some in the audience who likely used that information to do their own repair work. But the rest of the attendees came away with an honest understanding of the issues and why it was important to fix them. Many don't have the time, desire, or ability to do the repair work themselves. The boat yard owner told us that this one presentation resulted in ten's of thousands of dollars of service work.
(0:09) I believe a rendezvous can hit that perfect sweet spot. You can reach out to a group that is large enough to make the time and effort invested worthwhile, yet small and focused enough that you can get your message across. That will lead to more business for you.
(0:02) And that's the marina minute.
(0:55) There are times when I wonder if my musings are crossing the line into nagging. But then I remember what I thought was nagging from my mother generally proved to be good advice. I trust you feel the same here.
(0:49) One theme I have addressed repeatedly is the importance of good customer service right from the start. It sets the tone for the boater's experience on the right, or wrong, course. I've written about VHF communications, dockhand interactions, and other areas where customer service lives. But I'm sure there are those of you who are tired of hearing me say it and I thought it might have new impact coming from someone else.
(0:40) I noticed a review that came in for a marina recently and tucked it away. It is the perfect example of the importance of first impressions. And because it comes from a fellow boater, your potential customer, I hope it will grab your attention. Oh, and it was a 5 star review.
(0:33) "Whenever I come into a marina (which is not often these days) the first thing I like to see is a dock crew ready to help. First impression, I'm there two minutes after opening and when I make the call, two guys are trotting down the dock to meet me as I land. The fuel dock, clearly marked on the right side of the marina as you enter has a full set of round fenders (like 20 plus) to protect your boat - that tells me they care about their customer. First rate operation."
(0:24) This boater felt welcomed and cared for right from the start. Eager dockhands and fenders at the fuel dock are things boaters do not always see, but should. This stay had an exceptional start, setting the tone and leading to a 5 star review.
(0:17) I'll add one other suggestion that will benefit both marinas and boaters. Make sure your staff is easily visible to boaters. I love seeing dockhands outfitted in matching tops. The brighter the color, the better. Catching sight of a navy or beige shirt from the water is practically impossible. Make it a bright yellow and they'll pop out at me. And that not only helps when docking, I can now find someone to help when I have a question or need assistance once I'm in.
(0:08) And like eager dockhands and fenders at the fuel dock, it sends me the message that you care and want to help. That leads to positive reviews and returning customers. Both are good for business.
(0:02) And that's the marina minute.
(1:04) I know that many of you pass along some Minutes to your staff. I love when that happens because most of my Minutes are as relevant to them as they are to management. Maybe even more relevant. After all, they are the ones on the front lines interacting with the boaters every day in real and meaningful ways. This is a valuable asset I fear many marinas are overlooking.
(0:55) Yes, I know that a good manager will get out of the office, walk the docks, and meet and greet the boaters. But unless you are a very small, maybe family run facility, you are spending much of your time doing, well, management things.
(0:49) So your staff becomes valuable ears and eyes letting you know what your customers are thinking. Not only are they typically the first encounter a boater will have with your facility, but they can fend off problems before they turn into a negative review and let you know what is being chatted about among boaters. They know what is working and where the problems lie.
(0:41) I have been to marinas where the staff was actually discouraged from interacting with boaters. One employee told me, "We've been told not to talk to the boaters who come here." I was stunned. I can only assume that management was afraid an employee would say the wrong thing. That's a training and leadership issue.
(0:33) Of course, there is a balance. Few boaters would want someone hanging around their boat just shooting the breeze. But everyone should greet boaters cordially, making them feel welcome. Dockhands should make sure I am comfortably settled and have the information I need to have a pleasant stay. If I'm standing on the dock with a trash bag in hand looking confused, offer to help. If you're working on my boat and I question something, check it out.
(0:21) I know that each of us has different interpersonal skills and styles, but any employee can be trained to listen and follow through. No employee should be discouraged from approaching management when they find something that isn't right. After all, they are most likely to see the minor problem before it becomes a major issue.
(0:13) Finally, the employees are the ones who will likely hear any discourse happening among boaters. Are they talking about the dirty heads? Your employees should alert you.
(0:08) Empower every employee to take ownership in the success of your marina. Listen and communicate from management and owners to staff through to boaters. We all want the boating experience to be positive and enjoyable. That's good for everyone.
(0:02) And that's the marina minute.
This week is a timely repeat of one of the most popular Minutes.
(1:13) The VHF radio can be one of your best marketing tools. No, I'm not saying that you should send ads out on the radio - that would be against the law and would probably just irritate boaters. But that doesn't mean that lawful, helpful, and professional use of the VHF radio can't enhance your reputation, get your marina in front of boaters, and help bring you more business.
(0:59) Every marina that accepts transients on their docks must ensure that someone is always available to promptly, courteously, and professionally answer the radio. Every boater who hails your marina must receive an immediate response. Remember, often this is the first interaction the boater has with your marina. Don't leave boaters with the feeling you don't want them because you're not responding to their call.
(0:44) I have often heard a boater who repeatedly hails a marina with no reply and then hails a competitor's marina. If you are unable to have someone stationed in the office at all times, then invest in some handheld VHF radios (with belt straps).
(0:34) But the usefulness goes beyond responding to a boater's call. Every time your marina's name is broadcast on the VHF most boaters within a 5 to 20 mile range hear the call. Make sure everyone who uses the radio knows the protocols and projects a professional and friendly image.
(0:22) Consider responding to the calls for a radio check with, "Your call was heard by My Marina in My Town." Not only is your marina name heard by all boaters but you appear engaged and ready to help.
(0:14) Every interaction with a boater has an impact on their impression of your marina and therefore on the review they may write. Make sure that every one is projecting the image you want, including the ones on the VHF radio.
(0:02) And that's the marina minute.
(1:07) Last week I discussed an exceptional experience we had with a boat detailer at a yard. This experience had us already planning how we can come back in the future. It reminded me that there are many things a marina or boatyard can do to bring customers back again and again. It would be wise to find your exceptional service. What can you offer that will make boaters include you as a regular in their cruising itinerary?
(0:57) It could simply be a great fuel price. For boatyards it might be some of the routine maintenance we all need to do again and again. Waxing, detailing, paint/gelcoat repair, and bottom painting quickly come to mind. The beauty there is if you make the experience exceptional, you can bring them back for those bigger jobs as well.
(0:50) That doesn't mean you have to be a boatyard to take advantage of this type of repeat business. I know boaters who return to a marina year after year for mobile work including engine maintenance, detailing, and canvas work. So if you are a marina, consider cultivating a list of quality contractors that can help draw boaters in for these repetitive tasks if you don't perform them in-house. The key is providing an exceptional experience to the boater.
(0:40) Don't forget annual events. What cruiser on the US east coast doesn't know about the Thanksgiving dinner event at St. Marys, Georgia or the Spoleto Festival in Charleston? Are you aware of all of the events going on near your marina?
(0:34) It could be something of a more permanent nature, like a theater or arena. Some places have a restaurant or park or simply the town or city where the marina is located to create an attraction. Don't forget the natural beauty and opportunities available to explore that may be nearby.
(0:27) It's easy to have tunnel vision and only focus on what is available within your property and sometimes that is terrific enough. We've been to marinas with spas and gourmet restaurants which make them a destination in themselves. But more typically, what a marina itself can offer is good docks and boater amenities. Important, yes, but not necessarily enough to ensure I'll be a regular.
(0:17) If you honestly can't find anything then consider doing what Dowry Creek Marina does. Make boaters feel so welcome that they feel sorry if they can't make the stop. The boater's lounge turns a modest facility into a must stop location. Every night boaters gather for docktails, or a potluck, or a party. Mary, the owner and facilitator, lets you know when you check in what is happening and invites you to join in. It feels like home.
(0:07) Figure out how to make your facility a place I think about every time I plan my stops and you'll be rewarded with more business.
(0:02) And that's the marina minute.
(1:05) Over the years we have had dozens of people do work on our boat, from bottom painting, to engine work, to electronics, to detailing. What we have found is that people tend to fall into one of three categories - those who want to get the job done, those who want to do a good job, and those who want to make the boater happy. The last group is what customer service is all about and, alas, is rather rare. So when I run across someone from the third group, I take note, not only for future work on aCappella, but as an example in these Minutes.
(0:50) We had our boat washed and waxed while having work done at a yard which is how we met Levi. Levi manages 2-3 guys and does the detailing work for the yard. Prior to his arrival at the boat I was chatting with a fellow boater who told me, "He's not cheap but boy is he worth it. It will be the best waxing job you'll ever have." That peaked my interest. It can also be dangerous to have such high expectations. But in this case, our expectations were actually exceeded. aCappella hasn't looked this good, ever.
(0:38) That led me to analyze what it was about Levi that made the experience and the outcome so exceptional. Like so much in life, it was the little things. But it all boils down to the fact that Levi's goal is to make every boater he works with happy.
(0:32) It starts with his attitude. He's happy, he's friendly, he's interested. You sense he loves his work and takes great personal pride in what he does. He engages you, finding out what it is you desire, including things you may not realize. For example, he asked about our cruising plans, discovered we were heading to the Bahamas, and said, "With all that sun you'll want a heavier coat of wax, so we'll do the hull by hand as that leaves more wax behind than a buffer." Levi provided us with something we didn't even know we wanted because he took time to understand us.
(0:19) The relationship doesn't end when he leaves the boat either. He stopped by to ask if we were happy with the job. He pointed out a few problem areas we need to work on. He described how we could best maintain her to help the waxing last longer. He even agreed to stop back and go over the various products we had accumulated over the years to show us which to use and which to avoid.
(0:10) He made me feel that my boat, my home, was important to him. The result is not only a very happy customer - mission accomplished Levi - but someone who will make this a destination to come back to again and again. Levi probably thinks of himself as a detailer. But really, he's a fantastic salesman.
(0:02) And that's the marina minute.
(1:04) A couple of years ago I did a series of Minutes based on the ebook Zero Moment of Truth or ZMOT written by Jim Lecinski of Google. If you missed them or simply wish to refresh yourself, you can find them in my blog. The first entry is here:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:56) The book explored how the internet has changed the way consumers search out and purchase goods and services. It should come as no surprise that the impact has been monumental. The world has changed in ways that make the old way of doing things obsolete. ZMOT has completely changed the rules. As I stated in the series:
(0:48) "To successfully navigate your customers' ZMOT, you need to understand what information they are looking for, and where and how they will find it. You no longer have the choice of simply presenting them the message you want them to hear. Consumers want real information, in real-time, whenever they want it. Provide them that and you can win."
(0:39) The good news is that I've witnessed huge changes in the ways marinas and boatyards are communicating information to existing and new customers. They are finding success by acknowledging and accommodating their customer's wishes. However, as we have been rolling out the new changes in fuel pricing, I've discovered more resistance in this one area.
(0:30) Boaters feedback to the new fuel features has been overwhelming. Hundreds of emails last week created one of the biggest responses we have ever received. They want quick and easy access to fuel pricing information and will use that to make their purchasing decisions. They don't want to call by phone to get fuel prices any longer. If your price isn't available, they'll go elsewhere. But some marinas are still in the old world of "I don't want my competitors to know my price."
(0:19) If you compete on fuel, your competitors already know your price and it didn't take the internet to get it. Be honest, don't you know your competitors' prices?
(0:15) Refusing to publish your pricing where your customers want to see it doesn't hurt your competition. It's only hurting your customers. And many today, if not most, will go elsewhere.
(0:10) I think Jim Lecinski says it best: "There are two heroes: the consumer who does the research, and the marketer who is smart enough to be there at the moment the shopper is looking for them."
(0:05) Make sure you're there when boaters are looking for you.
(0:02) And that's the marina minute.
(1:03) Marinas that carry fuel should be receiving a fuel update email every Monday. Using this email is the easiest way to keep your prices current. As I've discussed in previous Minutes, keeping your fuel price up to date is an important way to bring in more business. I dedicated a Minute to the topic a year ago:
http://www.themarinaminute.com/2013/07/what-your-fuel-price-is-telling-boaters.html
(0:55) It was discussed again in May of this year:
http://www.themarinaminute.com/2014/05/are-you-out-of-date.html
(0:51) Based on feedback from boaters and marinas alike, we have implemented several new features to make finding fuel easier while giving boaters greater confidence in the pricing data presented.
(0:46) The first is a second weekly email which goes out now on Thursday mornings to provide an additional reminder to update your fuel price. It offers a second opportunity to modify your price and/or date. So now you should be receiving a fuel update reminder on Mondays and Thursdays.
(0:39) Remember, updating your fuel pricing is not just about the price. The date associated with the price is equally important. It is the date that tells boaters that your price is current. This is so important for providing boaters with reliable fuel data that we have implemented a new feature - fuel price expiration.
(0:32) Every night the ActiveCaptain database searches for fuel prices that are more than a month old. When found, these entries are removed and an email is sent to the marina's contact. Some of you may have received these emails already. Included with the email is a link to your fuel update page making it easy to bring your pricing up to date.
(0:24) The final enhancement is a new Fuel List page:
https://activecaptain.com/fuelLists/fuelIndex.php
(0:20) The Fuel List page is a quick way for boaters to see a list of marinas that carry fuel in a selected area along with their pricing information. It allows the data to be sorted by marina name or by fuel price. We are seeing a lot of use already.
(0:14) And there's more coming. A future enhancement will allow boaters to mash their route with the fuel prices in the database. This will allow them to better plan their fuel stops along their intended path. If your fuel price is not up to date, it will not be included in their analysis.
(0:07) Make sure you are providing boaters with the critical information they need when making their fuel purchase decisions. If you are not receiving your update emails please let me know.
(0:02) And that's the marina minute.
(1:09) It's been a month since we implemented the Management Response feature for Sponsor marinas. If you missed the announcement you can find it on the blog:
http://www.themarinaminute.com/2014/07/management-response-something-new.html
(1:04) Since then, I've been hearing from marinas looking for advice on how to best utilize a Management Response. It's a powerful feature but like all powerful things, if not used well it can hurt as easily as it can help. So I turned to some of the biggest names in the review world to see what advice they give. I found a great piece on TripAdvisor that discusses the single most important thing your response must do: build back confidence. I've pared the article to fit the Minute but you can find the full text here:
http://www.tripadvisor.com/TripAdvisorInsights/n1889/one-thing-your-management-response-must-do
(0:53) When reviews surface an issue, it can open questions in travelers' minds. The unknown answers can weigh heavily on their planning and cause them to lose confidence in your property.
(0:47) The good news is that you have an easy way to remedy this uncertainty - by writing a Management Response. There's no better place to address the unknown and rebuild traveler confidence than to write a confidence-building response. Below are four questions to help you craft a confidence-building response:
(0:40) 1. Who am I writing this for? Businesses often respond to the reviewer. Keep in mind that your real audience is the wider population. Don't forget to consider how the specific details in the review apply to the average boater, what their concerns might be after reading it and the additional questions that this review might raise
(0:32) 2. Am I addressing their core concerns? Respond to the concerns in the original review in a way that appeals to the larger group of boaters and answers as many of their questions as possible. Concentrate on the concerns that have the biggest impact for future customers. If you've already remedied the problem or have a plan in place to address it, be sure to include that in your response.
(0:23) 3. Am I showing that we care? Every boater has different preferences but they all want to know that you care. When they read reviews, they are putting themselves in the shoes of the writer. If you didn't quite deliver during the original boater's stay, talk about the specific changes you're making so you'll do even better in the future. Readers will see your commitment to service and their confidence will build.
(0:14) 4. Are we truly sorry? A well-placed, heart-felt apology is never wrong and shows empathy to past and future guests. The key is to really mean it. There's nothing worse than the "We're sorry, but..." That "but" negates everything that comes before it and casts doubt on your entire response.
(0:07) Remember, boaters are looking for patterns. If the same issue keeps coming up in multiple reviews, it's more important than ever to tell a full customer service and problem-solving response.
(0:02) And that's the marina minute.
(1:06) This week’s Minute is a repeat of an early Minute. Given some of the dated Pro-Ops and websites I’ve seen lately, I felt it needed another viewing.
(1:00) Paper, the printing press, digital publishing, the World Wide Web: these are all advances that fundamentally changed the way we communicate and even live. It is a common mistake when faced with new and radically different technologies that we fail to take advantage of what is new and different and simply try to use the new technologies in old ways.
(0:51) So we see website content that never changes. Banner ads that mimic an outdated print ad. And other static messages appearing on a medium where the power lies in it's dynamic nature. To fully take advantage of the Web's power you need to keep your content and messages fresh and dynamic also.
(0:42) Give your customers a reason to visit your website again and again by having timely, useful content. Include upcoming events happening in your area, any news about your facility, recent photographs, and anything else that boaters will find helpful.
(0:33) If you are using the ActiveCaptain Sponsor Pro-Op/Co-Op/Cross-Promotions, make sure that you are updating your messages to reflect changing seasons, upcoming special events, special offers, or simply to experiment with the message you give. You can modify your messages as often as you wish. This allows you to try something new, different, innovative, and measure the results. Then try something else to determine the type of messages that attract new business. You should update each of these message types weekly or monthly, don't let them become stagnant. This will generate interest and freshness and attract boaters to come see what's new electronically.
(0:08) Success today requires effectively using every tool at your disposal. Don't waste the power of the Web. Work its advantages and you will see more business.
(0:02) And that's the marina minute.
(0:21) This week's Minute is quite different from any I have done before. For starters, it will take you more than a minute to get through it. The video link below is 1:48 minutes alone. I promise you will find it worth your time.
(0:15) In the past I have written about the impact of the words you choose to present your message. How you state something is as important as the message itself. I did a Minute about a year ago on two marinas who had less than welcoming signs giving a hostile and unfriendly feeling to transients. One chose to put up a new sign stating the same message in a friendly tone. The other, well, chose a different path. You can find that Minute here:
http://www.themarinaminute.com/2013/06/keeping-up-appearances.html
(0:06) I think the YouTube video below presents my message in far more powerful ways then I could ever hope to. It gave me chills. I hope it will make you think as well.
https://www.youtube.com/watch?v=Hzgzim5m7oU
(0:02) And that's the marina minute.
