(0:45) When we created ActiveCaptain, it wasn't simply a new technology for boating. We saw it as a new information source for boaters and a new marketing model for marinas/boatyards. Until that point, the information available to boaters was typically not real. The content in most magazines and guidebooks wasn't editorial. It was mostly paid advertising. Boaters' knew that as well. We knew that accurate information combined with boaters' actual experiences would change, forever, the way marina services were promoted.
(0:31) Chesapeake Bay Magazine takes a similar view in their annual Best of the Bay survey. They don't have an "expert" select the winners or stack the deck by limiting entrants to only those who buy advertising. Since the early 90's they have simply asked the boating community to tell them who they think is the best in a variety of categories. They then present the results in their June issue.
(0:21) In 2012 they added two new categories: Best Boating Website and Best Boating App. That year, ActiveCaptain rated #1 for Best Boating Website and #3 for Best Boating App. We were excited to be so honored.
(0:15) Last week, the 2015 results were released. We are proud to have been chosen as #1 for Best Boating Website for the 4th year in a row. In addition, we are thrilled to have received the #1 position for the Best Boating App. You can see the results here:
http://www.chesapeakeboating.net/Pages/Best-of-the-Bay-2015-Winners-Results/winners-results-5.aspx
(0:08) Sure, we'll bask in the tribute for a little bit. But we won't rest on our laurels. Being #1 has its responsibilities. There are so many exciting things coming. I look forward to working with you to keep us all on top.
(0:02) And that's the marina minute.
(0:56) Any US east coast cruiser who has traveled the ICW knows Coinjock Marina. It lies to the north of the Albermarle Sound and south of the Chesapeake Bay. I wouldn't describe it as luxurious but it serves it's purpose very well. They average over 4 stars with well over 100 reviews.
(0:48) Coinjock Marina knows exactly where they fit in the cruising experience. Louis Davis, owner of Coinjock Marina, can precisely describe who his perfect customer is. And just as important, he can describe who isn't their customer. Having that knowledge allows him to focus his resources on meeting the needs of his target customer and not wasting those resources on features that are irrelevant.
(0:38) Louis' skills are why you will typically find his dock packed during transient season with boats even rafted together to accommodate the overflow. It is why his marina consistently rates highly in ActiveCaptain reviews even though there is no pool, no spa, and it is in the middle of nowhere.
(0:30) With sincere respect, I call Coinjock Marina the Red Roof Inn of the ICW. It is that spot along the way where you can conveniently pull in for the night, fuel up if needed, have dinner at the onsite restaurant, get a good night's sleep, and be on your way in the morning. And it is executed to near perfection.
(0:23) Are you able to define your perfect customer with the same precision? If not then you have some important work to do.
(0:18) Think about the characteristics of your perfect boater. The one who can't help but stop at your marina. What kind of boat? What size? What experience level? How long is the typical stay? Do they provision, want repairs, etc? What time of year? It is just as helpful to define who is not your target boat.
(0:10) Every one of us has things we do well and things that we don't do well. Knowing where you shine lets you know where to spend resources and where to conserve. And most importantly, being able to set and satisfy boater expectations will lead to more positive reviews which means more business for you.
(0:02) And that's the marina minute.
(0:59) Lately I've been noticing boater reviews complaining about poor marina communications. Some have been about a lack of response on the VHF as they approach. Some about not answering the phone and returning messages. Some have complained about both.
(0:52) I've read about boaters who after several attempts have given up and moved on to another marina. In each case, the boater's frustration led to a diminished review. Don't let that happen to you.
(0:46) I have addressed this issue in various ways in multiple Minutes in the past including the two below:
http://www.themarinaminute.com/2012/02/work-vhf.html
http://www.themarinaminute.com/2013/10/im-your-customer-not-interruption.html
(0:40) All marinas, especially those who court transient boaters, must have a way to monitor the VHF radio. There is no excuse. And this means always monitoring the traffic. If you don't have someone in the office at all times, then get your dockhands portable radios.
(0:33) I've heard the excuse that dockhands may drop them overboard or lose them or break them. And that will happen from time to time. But it's still a small investment compared to the potential return.
(0:27) I just checked Defender and you can buy a floating handheld VHF for around $100. What's your typical nightly charge for a transient? How many nights are you willing to lose to save the price of the radio?
(0:20) The real point is that boaters expect you to be available on the VHF radio, instantly. Every effort should be made to accommodate that. If I can't reach you via VHF, I'll wonder why. And if I then turn to my cell phone and still receive no response, I very well may move on.
(0:12) I'm not unreasonable. It's not necessary that you take care of me right away, but you do need to acknowledge me, let me know you will get to me shortly, and then do that.
(0:07) There is absolutely nothing more important than responding to a customer. Let me know I'm being heard and I'm more likely to give you my business.
(0:02) And that's the marina minute.
(1:04) Do you want to know the fastest and simplest way to impress a transient boater? It's something that I would estimate only about 25% of the marinas we visit provide. It's not a spa or a pool or even a courtesy car.
(0:57) Make sure that every dockhand knows how to properly tie a cleat hitch and that they do it every time a boat arrives.
(0:52) The moment I hand my lines to your dockhand, it sets the tone for the rest of the visit. While it is common to encounter a dockhand who is friendly, courteous, and helpful, it is quite unusual to find one who has correctly tied my boat to the dock with a cleat hitch. It is the main reason you see captains retying their lines once the dockhands have left. It's the first thing my captain checks when he steps onto the dock.
(0:41) If you're unsure how it is done, check out the Chapman's Piloting Seamanship & Small Boat Handling section on knots. Or search online for "cleat hitch" and you'll find dozens of descriptions, pictures, and even videos. It's a very simple knot to master and most dockhands think they know how to tie it. But they don't.
(0:31) In fact, it is the first knot written about in the Chapman's section on knots, "One of the simplest knots, certainly the most used aboard a boat, involves nothing more than turns around a cleat."
(0:25) No dockhand should go out on the dock without being able to quickly and reliably execute this knot. It's more than just the safety of the boat and crew, although that is the foremost reason to learn this knot correctly. It is a clear indication of the knowledge and experience of the person handling my lines. It sets the stage for instilling confidence in the marina and its employees. It's far more important than Flemishing the lines. While a Flemish looks nice, the cleat hitch will hold my boat fast yet allow for an easy release. I think of it as substance over flash.
(0:09) Nothing will draw me back to a marina faster than knowing that my boat will be handled professionally. Take a stroll down your docks a see how many boats have been tied with a proper cleat hitch. Then gather up your staff, grab some line, and start practicing.
(0:02) And that's the marina minute.
(0:58) It has always been the case that your reputation, whether personal or business, is one of the most important assets you have. Building a good reputation takes time and hard work. Ruining one can take a moment.
(0:53) When asked about the importance of protecting one's business reputation, Warren Buffet said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."
(0:46) I've come to realize that when I read a boater review, I'm witnessing the building or diminishing of a business's reputation. How can you protect yours?
(0:40) First and foremost, be honest about how you present your marina to boaters. Overstating your amenities or exaggerating about the area is more likely to result in a reduced review than presenting a modest marina as, well, modest. Poor reviews happen when a boater's expectations are not met, not because you don't have a pool or a 5 star restaurant.
(0:31) Remember that just like with restaurants and hotels, consumer's needs vary from person to person and from circumstance to circumstance. Help me best determine if you meet the need I have right now by presenting me with a realistic view of your facility. That allows me to set a realistic expectation for my experience.
(0:22) Then make sure that you meet and hopefully exceed my expectations. I'd rather use a shower that is modest yet clean then one that is luxurious but dirty. Your pool and restaurant won't make up for a poor dockhand.
(0:16) Know the niche you fill and make sure you do the things that meet that niche very well. Let other marinas fill other niches. Never try to be what you are not.
(0:10) I believe there is a place for every marina, small, large, simple, luxurious, remote, or fast-paced. The key is to find your niche, communicate your place to boaters interested in your niche, and meet the needs exceptionally. If you can do that you will receive more positive reviews and that will lead to more business.
(0:02) And that's the marina minute.
(0:57) Last week I told you to check your contact email addresses. If you haven't sent a test, then stop reading this and do it now. It's that important.
(0:52) One of my readers reminded me of a related Internet faux pas that is all too common - out of date websites. I've written about this before but it's a topic that bears repeating. When was the last time you updated your website? When was the last time you checked every page for accuracy and completeness?
(0:45) Today's digital mediums are popular because they are vibrant and dynamic. To compete, you need to ensure your website is as well. Do you have someone who is responsible for this?
(0:40) It is critical for your website content to be easily modified by someone in house. If you can't, then fix that issue first. Then setup a schedule and get to work on making your website vibrant and dynamic. Here are some of the most common issues I find:
(0:34) Information that is completely out of date.
Home pages that show events from last week, last year, or even years ago. Pricing lists that do not have current prices. Lists of amenities with missing services or things that are no longer offered.
(0:27) Web links that no longer work.
Whether it is a link to another page on your site or to an external site, it is frustrating to click on a link that is broken.
(0:22) An out of date copyright.
It is disconcerting to visit a website and see a copyright footer from several years ago. I have no idea if the content is truly that old or if you've simply neglected to keep the date current. Either scenario does not reflect well on your business. Also consider tagging each page with a "Last updated" date.
(0:13) Finally, consider updating content on a regular basis. Change images to reflect the seasons or to include photos from a recent event. Include tips or recipes or some other bits of information boaters might find useful.
(0:08) If you want to stay competitive, your website is not something that you can just setup and forget. Make it useful, interesting, and compelling and you will see more traffic. And that can mean more business.
(0:02) And that's the marina minute.
(1:00) Every week we send out tens of thousands of emails to marinas - fuel updates, boater review notifications, questions about details, etc. While I know that an email address can change over time, what continues to amaze me are the number of email addresses that bounce but are listed on the marina's website as the contact email address.
(0:53) I'm not talking about my email not receiving a response. I'm talking about it bouncing back with "email not found" or "unknown user" or some such other jarring response. If I can't get through, then neither can your customers.
(0:47) For many marinas this is not a one time problem. It occurs week after week. I believe the implications of this are broad and can actually be quite damaging to your business.
(0:42) I can hear several of you thinking, "Well, that's not a problem, they can just call us." That is the wrong answer. Maybe they'll call or maybe they'll follow up with your competitor who did respond to their email.
(0:35) Good customer service requires that you make it easy for customers to reach you by whatever means they prefer. And you need to respond promptly. More and more often that is happening by email. Not having a correct email address, monitored, and answered is bad for your business.
(0:28) And it's not only a lost dockage or service fee. Having emails bounce back in this fashion makes you look disorganized, unprofessional, and out of touch. Would you want to work with a business who never answered their phone, or worse, whose phone number was disconnected? How long would you wait to correct your phone number? Today your email address is more important than your phone number.
(0:18) Now before you think to yourself, "We don't have this problem," when was the last time you tried your contact email? Take time out today and send an email to all the addresses listed on your website and on ActiveCaptain. If you have one of those contact forms on your website, try sending a request there as well. Make sure it goes through and make sure someone responds in a timely way.
(0:09) I have spoken to many marinas who had no idea these email addresses were not working. Don't leave it to chance. Make sure you are getting and responding to every boater inquiry no matter how it comes in. That's good for business.
(0:02) And that's the marina minute.
(0:49) "Luck is what happens when preparation meets opportunity."
Seneca the Younger, Roman Stoic philosopher, statesman, and dramatist, born 4 BC.
(0:45) My husband quit his job when we started our first company. We took out a second mortgage on our home. Eventually, I quit my job at Apple Computer to take on the sales and marketing for our medical imaging software. We worked 7 days a week, 12-16 hours a day for 7 years before we became "an overnight success."
(0:37) When our small business was acquired by a pharmaceutical company we repeatedly heard, "You guys are so lucky!" I used to reply with the above quote until I realized it didn't really matter how others perceived our success.
(0:32) I also realized that most people believe in "luck" and therefore spend their careers and lives waiting for luck to find them. Meanwhile opportunities continue to pass by.
(0:28) We worked hard, we sometimes failed, we listened to our customers, provided exceptional service, and we constantly sought ways to be better. Most of our successes were small but incremental. When other pieces in our industry fell into place, we were able take advantage of them and win. Were we lucky when the pieces fell into place? Maybe. Are you ready?
(0:20) Yes, there are things that you cannot control. The economy, fuel prices, and the weather. But there are far more things you can impact. Affect the things you can, always. Use the downtimes to prepare for the next opportunity.
(0:14) Maintain and improve your facilities, hone your staff, add new amenities, seek out the attractions around you, and ask for boater reviews. Use every opportunity to better understand your customers. Study your past reviews, study those of your competitors, talk to boaters in your marina, and learn what you need to be successful.
(0:06) Ensure you are primed and ready for that next big opportunity. Then sit back and listen to others tell you how lucky you were.
(0:02) And that's the marina minute.
(1:01) A few weeks ago I wrote about Meco, a dockhand here at Great Harbour Cay Marina who exemplifies how to make boaters feel happy. We've been here for over a month now and have gotten to know the staff pretty well. I've come to see that the commitment to customer service runs deep at this marina. It's a testament to management, keeping and motivating truly good people.
(0:53) To me, Meco, Ramon, and Kimberly define great customer service. Ramon sees us on our cockpit and tells us our bread order arrived at the office. Before I can say I'll go get it, he smiles and says, "I'll go get it for you."
(0:46) Kimberly in the office greets us like an old friend. She'll call BTC to check on hours, a restaurant to arrange a dinner, or whatever we need while never making us feel like it's an intrusion.
(0:40) Last week I experienced the quintessential example of over-the-top customer service when Kimberly wouldn't stop until she was able to tell us, "Yes!"
(0:35) The mail boat from Nassau did not make its scheduled trip leaving transient boaters looking for alternatives to satisfying their culinary needs. I had heard about a restaurant that had a Pizza and Beer night on Wednesday, so I went to the office to check it out. I confirmed the event but wanted to check with friends about coming along. A bit later I was back talking to Kimberly who called but found they weren't accepting any more reservations.
(0:24) Devastated I went back to break the news to the other boaters. Within 30 minutes Kimberly came down the dock to tell us she had tracked down a local chef who was willing to make and deliver pizzas to our boat.
(0:19) A little after seven we sat on the cockpit with friends as two pizzas were delivered. It was fabulous pizza and a wonderful evening. We were left satisfied and feeling special.
(0:14) It would have been easy for Kimberly to give a sincere "I'm sorry" and move along. That would have met my expectations. But Kimberly wouldn't stop there. She worked until she found a way to tell us, "Yes!" What a rare and wonderful trait.
(0:08) Next time you are in a situation where you must tell a boater "No," stop, and consider if there is a way to say "Yes." Make it a goal to try to say "Yes" to every reasonable request and you will see more repeat business.
(0:02) And that's the marina minute.
(0:57) Often the most stressful part of a transient boater's day is pulling into your marina. We're making close maneuvers around lots of other boats and boaters. We know that people on the dock are watching us. Making this experience a positive one can easily set the tone for the boater's entire stay.
(0:48) While there are things you can't control, there are plenty of things you can do to help make this a no-drama event. And it starts with the boater's first call about dockage. Make sure that the person answering the phone is knowledgeable about boating and your facility. There is no such thing as simply taking a reservation. This is a time to make a good personal contact, provide confidence, and exchange information. Make it very clear to the boater that you're standing by with assistance, docking help, and expert guidance. Give them clear instructions about when to contact you by VHF as they approach.
(0:32) Don't leave anything to chance. Everyone who answers the phone or VHF must have accurate answers to questions about depths, current, shoaling, and any other issues there might be while approaching your marina from the water. You should understand where the boater might have a problem or confusion and be able to offer assistance. Don't wait for the boater to discover a shoal area or get caught in a strong current. Warn them ahead of time and if possible, offer helpful suggestions. I'd much rather wait an hour for a time when the current is reduced than lose control of my boat in a tight docking situation.
(0:19) Listen carefully to the boater's concerns and plan ahead to mitigate them if you can. For example, if the boater expresses concerns about docking in high winds, consider putting them on a face dock instead of in a slip. As you probably know, transient boaters who don't come in and out of your marina often will always prefer face docks and T-heads because they are much easier to approach and have fewer unknown issues. The first phone call is the time to evaluate potential problems and put all fears of the boater at rest.
(0:06) Make this experience great and you are well on your way to a positive review.
(0:02) And that's the marina minute.
(0:45) Do you know the mechanism by which each boater came into your marina? It never ceases to amaze me how many businesses have no idea what brings in customers. They allow themselves to fall victim to the lament of John Wanamaker, considered by some to be a pioneer in marketing, "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
(0:36) Stop wasting your promotional budget without knowing whether you are getting a return on those dollars. Don't throw your money at poor performing or out-of-date ideas. Instead measure your success. Take back those wasted dollars and use them more creatively to actually generate new business.
(0:30) The first step is to know what you are doing that works and what is falling short. The only sure way to discover this is to ask boaters. It's so simple but so rarely done.
(0:25) Every boater that enters your marina must be asked what brought them there. This should be a required part of every check in, phone inquiry, or request for information. Put it on the check in form with some selections and let the boater check off the one that brought them to you. Customers are happy to tell you and may even elaborate on their favorite source. Of course, sometimes it's easy, just look for their ActiveCaptain hat.
(0:15) Never stop asking. To ensure you are always making the best use of your resources you need to continue to ask the question. This is the only way you can stay on top of changes in the market. Print ads that worked 10 years ago have little impact in today's digital world. New players enter the market offering innovations that can make existing ones obsolete in a heartbeat.
(0:06) Make sure you know what sources are bringing you revenue and which ones can be let go.
(0:02) And that's the marina minute.
(0:49) Increasing the number of boater reviews for your marina is an important ingredient for success. When boaters see a large number of reviews, it tells them that you are a destination they need to explore. It gives your ratings credibility, affords a chance for your happy customers to be your sales people, and can minimize the impact of an errant negative review.
(0:41) Encourage satisfied boaters to leave positive reviews. Many marinas are hesitant or embarrassed to do this - don't be. Most people enjoy offering their opinions and are more than happy to support the businesses they like. Today's consumers know that success means you'll be there for them in the future.
(0:32) An easy and effective approach is to post positive comments in a location where boaters will see them such as a bulletin board at check in, along with a reference to the review site. This simple action is not only a good way to promote your positive points, it can inspire a satisfied boater to do the same. Post positive reviews on your website with a link back to the review site making it easy for other customers to leave reviews.
(0:22) Do not discount the simple act of asking for a review. Few businesses ask their happy customers to speak out. When a boater compliments you in person, mention how important word of mouth is to your business. Provide a link to the review site.
(0:16) If you're an ActiveCaptain Sponsor, make sure you are using your Review Reminder Card. It is an effective way to ask for reviews while acting as a reminder later. Even with the best intentions, once a boater has thrown off their lines, it's easy to forget to enter a review. Running across your card later is a good reminder. Marinas who regularly give them out report an increase in their reviews.
(0:06) You've worked hard to build a good business. Make sure you are getting all of the recognition you deserve.
(0:02) And that's the marina minute.
(0:50) We have been in Great Harbour Cay Marina in the Bahamas for a few weeks now and as a transient, there is much to like. Of course, there are beautiful beaches and places to explore.
(0:43) However, what has really struck me is the unbelievable joy and happiness we find from everyone at the marina. Every person who works here is helpful and upbeat which makes all of the boaters feel good as well. The tone was set from the moment we came into the harbor and were greeted at the docks by four smiling dockhands.
(0:34) There is no one who epitomizes this more than Meko. Most every morning as we sit on the cockpit having breakfast Meko, comes down the dock greeting everyone he passes while recording the electric meter readings. He stops and pets our dogs, asks how we are, and has something cheerful to say. I look forward to his smile each morning.
(0:24) You don't have to have a multi-million dollar resort or be awash in high-end amenities to make boaters feel happy. We've seen too many reviews of luxurious marinas where disinterested employees made the rating far less than the 5 stars they expect. Friendly service matters all the time.
(0:15) Can a friendly staff make up for a derelict marina or unsafe docks? Probably not. But having that personal touch will certainly improve boaters' satisfaction with their stay and lead to more positive reviews.
(0:09) You may not have the money or space to build a pool or fancy restaurant, but you can make sure your staff makes every boater feel welcome and special. And the best part? That simple act doesn't cost a thing.
(0:02) And that's the marina minute.
(0:57) When we started ActiveCaptain over 8 years ago, we had a vision of what it would become. We knew boaters craved the sort of real information that comes from combining crowd sourcing with boater reviews. We knew it was important for the information to be ubiquitous including offline access and inclusion across many applications and computer platforms. We knew that the ultimate expression would be when the ActiveCaptain data reached the built-in chartplotters that boaters use at their helms.
(0:45) We had a plan that stretched over several years and encompassed many steps. There were times when it was tempting to deviate from the plan for a short term win. But experience told us to believe in our plan and stay on track. We're glad we did.
(0:38) At the Miami Boat Show last week, Furuno announced that they are adding ActiveCaptain data to their NavNet TZTouch2 series of chartplotters. They are the first to make this announcement. To say we are thrilled is an understatement.
(0:32) You can see their official news release here:
http://www.furuno.co.jp/en/news/product/20150212_001.html
(0:29) It's quite a win for us but it's a win for you as well. Now boaters will be able to access all of the wealth of ActiveCaptain data right at their helm as they plan their voyages and as they are underway. Integrating ActiveCaptain's vast database of marinas, boatyards, anchorages, hazards, and local knowledge with the sophisticated features of high-end chartplotters brings everything the boater needs into one place.
(0:19) And that puts ActiveCaptain Sponsors front and center as their markers stand out in the same way as on the ActiveCaptain website along with dozens of marine navigation apps that support ActiveCaptain data.
(0:13) It is now more important than ever to ensure that your information is current. Your prices and especially your fuel prices must be kept up-to-date. This will let every boater know what makes you special.
(0:07) When our reach extends so does yours. Make sure you're taking full advantage of this terrific new way to reach boaters.
(0:02) And that's the marina minute.
(1:01) A few weeks back I wrote about the importance of providing the full experience to a boater. The more reasons you can give for coming into your marina and for staying longer, the more business you'll have. Boat and boating services are an important draw. If I know I can come and get some things done, that will give you a leg up over the competition.
(0:54) Many of you already have information in your Welcome Packets and on your website about what is available at your facility or nearby. These are important marketing tools. But we are now taking that to the next step.
(0:48) In last week's ActiveCaptain newsletter we introduced a new capability we will be rolling out this month - Services. In the same way that boaters love reading the reviews of other boaters when deciding where to stay, they also want to find out about the businesses that perform the various services they need.
(0:40) The new capability is starting with four categories: Boat Brokers, Surveyors, Transport - Land, and Transport - Water. We will be adding canvas repair next and continue to roll out new categories over the coming months until 40 different categories of services are available. You can see a list of the planned services by creating an account on eBoatCards and clicking on Services at the top right:
http://www.eboatcards.com
(0:31) So how can you use this new capability to promote your facility? Well, first if you offer any of these services yourself, ensure that you are listed in the categories as we release them. You will be able to claim your listing for the category and there will be additional promotional capabilities for Featured businesses.
(0:24) Then make sure the quality businesses in your area are also listed and claimed. Encourage them to Feature their business as well.
(0:20) As the categories go up, boaters will be writing reviews. If you are reading this Minute then I know you are aware of the power of positive reviews for a business. Having highly rated marine service businesses in your area will also enhance your place in boaters minds.
(0:13) I will be writing more about this new capability in future Minutes. For now start to think about what you can offer nearby. Make sure you have an eBoatCards account for your marina or boatyard. Develop some relationships and get your area rated highly.
(0:06) The combination of a highly rated marina with highly rated businesses nearby is very powerful. And that's good for you!
(0:02) And that's the marina minute.
(0:57) It's becoming common for businesses to display a small Google Map on their website showing their location on a street map. I've seen a few marina websites that are starting to do this as well. It's a nice touch that can help give a visual of where you are. But does it really make sense for a boater to look at a street map?
(0:48) Shouldn't you be giving me what is more relevant to me, an actual nautical chart? Yes, I know some of you put up a chartlet showing your location but that's a static image - yawn. What if I want to gain a better perspective of where I am, maybe check out the nearby inlet or a bridge opening? Having something boaters can interact with will keep them engaged and on your website for longer.
(0:38) What if you could imbed ActiveCaptain on your website? I mean all of ActiveCaptain. A boater can see your marina displayed on a nautical chart, click on the marker to quickly view your amenities, pricing, and boater reviews. Now imagine this. What if they could write a review right there?
(0:30) We've been working with GeoData Engineering as they incorporate ActiveCaptain data into their Aqua Map iOS application. We've found them to not only be very good technically but also very forward thinking. Last week they released a website plugin that will allow you to imbed a real interactive chart with your ActiveCaptain marker in the center. And this is no simple chartlet. It will do all that I have described and more.
(0:20) Here's the best part. While any marina can imbed this capability for a fee, they have agreed to waive the setup fee ($100) and first year's usage fee ($99) for any ActiveCaptain Sponsor. This allows you to try out this new and interesting capability for free. You can try a demo here:
http://www.globalterramaps.com/Marinas-iFrame.html
(0:11) Go on - zoom, pan, click on the marker for more info. Click on the ActiveCaptain logo in the upper right, login, and you can view all the markers.
(0:06) Add this capability to your website. Show boaters that you know what they want. They'll show you more business.
(0:02) And that's the marina minute.
(0:59) Are you taking advantage of events to promote your marina and to keep your transient and long-term slip holders interested and engaged? An event is a great way to draw in boaters and get them to stay longer. Plus, by showing them a good time, they will be more likely to return, tell others, and write a positive review. And the best part is that the definition of an event covers a broad range of activities, making it more likely you can take advantage of this valuable marketing tool.
(0:48) I've written previously about the importance of knowing what events, both large and small, are happening nearby. It could be the huge Spoleto Festival that happens each May in Charleston, the wonderful Dogfest we attended in Cocoa Village a couple of years ago, or the weekly farmer's market and art show in Sarasota. Any one of these and more is enough reason for boaters to come in or extend their stays.
(0:37) But don't overlook smaller events you can plan yourself. It could be a holiday event, the Super Bowl party, even a solstice celebration. They might be weekly or monthly potlucks, or docktails.
(0:31) We were surprised at the success of a recent fairly impromptu talk we gave here at Cocoa Village Marina. We had chatted with another boater about the Medical Emergencies Onboard talk we have given many times and he ask if we'd give it here. Of course we would.
(0:24) A few weeks passed and one Monday afternoon he stopped by the boat to say he had the clubhouse reserved for Thursday - were we in? I agreed to get him a description and bio. By Wednesday afternoon there was a sign on the marina office door. We figured 6 or 8 boaters might show up.
(0:15) On Thursday evening, the room was full of boaters and we had a wonderful time as did the boaters. Many have stopped by to thank us. Numerous transients expressed feeling lucky to have been there for the talk.
(0:08) It was a small thing that made the experience just a little more memorable for everyone. And being memorable, in a positive way, is good for business.
(0:02) And that's the marina minute.
(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.
