ZMOT - The Exception is the Rule

(1:01) Consumers have always done research on products and services, whether it was chatting over the fence, going to the library to see Consumer Reports, or using a hotel, restaurant or other consumer guidebook. Zagat even sized their guides to fit in a pocketbook possibly making them one of the first mobile apps. The problem for most purchases however was quick, easy access. Finding good, recent information was the exception. But not anymore.

(0:51) Today there are virtually no barriers to accessing information about most anything - and we carry that access in our pockets. This allows consumers to create their own consumer guides every day as they read reviews, tweets, blogs, social network posts, videos, and more about products or services they are interested in. It is often during this moment of researching that decisions are made.

(0:41) Now when a boater is interested in cruising to Savannah they will typically begin by doing their own research for information and the research will typically be done online. They are no longer passive, they are active seekers of information and they expect to be satisfied. Kim Kadlec, worldwide vice president of Global Marketing Group for Johnson & Johnson describes it this way:

(0:32) "We're entering an era of reciprocity. We now have to engage people in a way that's useful or helpful to their lives. The consumer is looking to satisfy their needs, and we have to be there to help them with that. To put it another way: How can we exchange value instead of just sending a message?"

(0:23) You need to be ready for a boater's ZMOT 24/7. You need to help the boater find the information they seek that will lead them to your marina. The days of "call us for more information" are gone. You need to provide the critical information boaters want at the moment they want it because if you don't your competition will.

(0:13) The question to ask yourself is, are you ready for a boater who is at the Zero Moment of Truth?

(0:10) Make sure you are aware of how your marina is being presented during ZMOT. What do your potential customers see when they are doing their ZMOT research? Step back and take a look. In the next installment I'll look at things you can do to ensure they see what you want when they plan their cruises.

(0:02) And that's the marina minute.

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ZMOT - The Rules Have Changed

(1:19) Even before we had a name for it, consumers were using two moments of truth when making purchasing decisions. The first moment was when a consumer made the buying decision, selecting one product or service over another. The second was when that product or service was used and the consumer was pleased, or not. There was a time when success in these two moments meant success for your business.

(1:06) That is no longer the case. Today when a consumer hears about a product or service, their first reaction is to go online for more information.

(1:01) ZMOT (Zero Moment of Truth) is that moment when you use your laptop, mobile phone, or some other device to research a product, service, or virtually anything you are considering buying or using.

(0:54) We have access to information virtually any time, virtually anywhere. Hundreds of millions of times a day consumers are using their mobile phones, laptops, and other devices to seek out information. It has created the Zero Moment of Truth where marketing, information, and consumer choices happen. These moments can mean the difference between success and failure of your business.

(0:42) According to Google, 70% of Americans now say they look at product reviews before making a purchase, 79% of consumers now say they use a smartphone to help with shopping, and 83% of moms say they do online research after seeing TV commercials for products that interest them. This is the new reality and it is spreading from consumer products, to services, to healthcare. It is how more and more boaters are making their own decisions too - at that Zero Moment of Truth.

(0:27) ZMOT changes the rules. Of course, consumers still need to pick your product or service and then have a good experience. However, today consumers have often formed their first impressions and even made their final purchase decisions during ZMOT and if you're not there you won't win.

(0:18) 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.

(0:08) The first step to doing this is to understand the new process consumers use to make these decisions. You will find it familiar because you likely do it everyday with your own buying decisions without evening thinking about it. More next week.

(0:02) And that's the marina minute.

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ZMOT - Intro

(0:58) There's a concept in marketing known as the Moment of Truth, developed at Proctor & Gamble in 2005, defining two critical moments of a consumer purchase. The First Moment of Truth (FMOT) is when the consumer encounters a product on the shelf and makes the decision to purchase. The Second Moment of Truth (SMOT) is the experience the consumer has after they have bought the product. For a product to survive it must be successful in both Moments. For years the principles surrounding these Moments of Truth have been followed by successful companies.

(0:47) Google took a fresh look at this concept to determine what impact the internet has had on a consumer's Moment of Truth. They realized that with the wealth of information available to consumers today there is another Moment of Truth and called it the Zero Moment of Truth or ZMOT (pronounced ZEE-mot). Jim Lecinski of Google wrote a terrific digital book, Winning The Zero Moment of Truth. Given the origin of this concept, it is steeped in consumer products. However, there are many examples of its use across markets. I believe the applications to the marina market are many.

(0:34) I'd like to take the next few weeks to introduce you to some of the concepts because I believe they are critical to success in the new information age that we all live and work in. Here are his major conclusions:

* The buying decision journey has changed. ZMOT is a vital new addition to the classic three-step process of stimulus, shelf (FMOT), experience (SMOT).

* What was once a message is now a conversation. Shoppers today find and share their own information about products, in their own way, on their own time.

* Word of mouth is stronger than ever. For the first time in human history, word of mouth is a digitally archived medium.

* No MOT is too small. If consumers will do research online for houses and health care, they'll also do it for Band-Aids and ballpoint pens.

* The MOTs are meeting. Our mobile devices are MOT machines. As mobile usage grows, the zero, first and second moments of truth are converging.

(0:06) I'll delve into more detail in the coming weeks and try to relate some of the concepts to the world of boating. It's a new world which means new opportunities for those willing to adapt.

(0:02) And that's the marina minute.

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Since ActiveCaptain became a part of the Garmin family, there has been much behind the scenes activity. To keep up and still find time to sleep (and play with the dogs) I am needing to take a brief hiatus from writing the weekly Minutes. So I am rerunning a popular series from 2012, ZMOT or Zero Moment of Truth. The points are even more relevant today than they were 5 years ago.

This doesn't mean I am not available to answer your questions or to help if you need it. Working with our Partner marinas is one of my favorite activities!

Have a great summer!

Karen Siegel

Anchoring Zen

(1:12) In the early days of ActiveCaptain, marinas sometimes complained about nearby anchorage markers and wanted them removed. That was something we wouldn't do.

(1:08) Anchorages are a key part of the cruising experience. They've always been a major part on the ActiveCaptain data. Understanding how and where they fit can help you use them to your advantage.

(1:03) While there are boaters who never drop the hook and ones that never tie up, the majority fall somewhere in the middle. We estimate that we're split about half and half, and love doing both.

(0:58) If we're on the move, nothing is simpler than anchoring after a long day and leaving at daybreak the next morning. And there are many wonderful places that can only be accessed by anchoring, most of the 1,800 islands of the Penobscot Bay in Maine, for example.

(0:51) When we do pull into a marina, it is typically for a few days, a week, or even a month. It's a time to provision, visit with friends, and explore the sites. The convenience of marina amenities, easy on/off the boat, and a courtesy car or other transportation features are always appreciated.

(0:43) So what does this mean to you?

(0:41) If you are a municipality, consider making dinghy access at the town dock a free service. There is no better way to bring in customers for the businesses in town and to encourage tourism. There are many times we have anchored and used a free dinghy dock and decided to return for a longer stay at a marina in the future. Municipalities charging or otherwise making it difficult for transient boaters to visit are losing sight of the economic impact of cruising boaters.

(0:28) But it's different for commercial marinas. Here you need to consider the needs of paying boaters and how their experience is affected. In this case, fees are reasonable, especially if you are providing access to your amenities.

(0:23) Offering a free or low cost option can be a good marketing tool and build goodwill with boaters. Maybe a dinghy dock for restaurant patrons or a limited tie up to visit the grocery or hardware store.

(0:18) For some marinas even this is not practical - for example, when security on the docks is key. In this case, know the options available to bring a dinghy to shore and tell them to boaters. They'll remember your kindness in the future.

(0:12) In all cases, transparency is key. Make your policies concerning dinghy access clear, easy to find, and consistent. Make sure they are included under the Dockage/Dinghy Dock item. State if you do not offer access and list any nearby options.

(0:06) The typical cruising boater spends time at the dock and time on the hook. Make me feel welcome in both cases and I'll reward you with my business.

(0:02) And that's the marina minute.

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Your Hours

(1:02) A couple of weeks ago, I wrote about how boaters make their marina selection decisions. I touched on the importance of transparency and accuracy in your pricing. There's another area where you need to be precise - your business hours. This has actually been a pet peeve of mine from way back.

(0:54) In all aspects of your marina, the simpler you make it for me to do business with you, the more likely I am to do just that. Finding out what hours you are open should be trivial and obvious. List your hours under the "Year round or seasonal" item in your ActiveCaptain marker. Have them on your website - I'd suggest putting them on the bottom of every page. Why not include them with your address and phone number?

(0:42) And always include them in your voicemail message for your phone. It never ceases to amaze me when businesses fail to take advantage of their telephone as a sales tool. If I've called, I'm interested. Make it easy for me to know when to call back or come in.

(0:35) Then make every effort possible to keep to your hours. This Minute actually came out of several reviews I saw recently that complained about marinas not being available during their advertised open hours.

(0:30) Put yourself in the boater's shoes. It's 7:40 am, the fuel dock's hours are listed as opening at 7:30 am. I pull up my anchor or leave the slip, maneuver to the dock only to find no one there. The chances are that you have now lost a customer that you had previously won.

(0:22) I am likely to move on to another fuel dock. But even if I have no choice but to wait for you, I will be far less likely to return. The message that you have sent is one of disregard for me, your customer.

(0:16) I know that some of you are highly seasonal. It's fine to indicate that in the off-season hours are limited or variable and to call. Just ensure you check calls and return them.

(0:10) It's the old adage to treat others as you would wish to be treated. Imagine how you would feel waiting outside your local grocery store or gas station after opening hours with no one to serve you. You would probably move on. And that's not good for business.

(0:02) And that's the marina minute.

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Accentuate the Positive

(1:00) Positive reviews are what you strive for. Honest assessments by happy boaters are worth more than pages of glossy pictures and professionally written prose. To make the most out of these marketing gems, you need a plan. Here are five things you can do to maximize your positive reviews.

(0:52) 1. Say thank you. Thank the boater for taking the time to write a review. This simple act not only reinforces good feelings, it will make them more likely to visit again and to tell others. Use ActiveCaptain's messaging feature to send a personal message. Don't forget your Partner Management Response but make sure you respond to both positive and negative reviews.

(0:41) 2. Involve your employees. Share positive reviews with your staff. A 4 or 5 star review is not possible without them. If you are part of a large organization make sure management knows, especially if a staff member is called out in the review.

(0:35) 3. Show boaters. Don't hesitate to let boaters know what other boaters are saying. Display reviews on your website. Reviews from the ActiveCaptain site can be displayed on other sites as long as the source is acknowledged to fulfill copyright requirements and a link is provided back to the site. It is best to provide a link directly back to your marker. There's no easier way to encourage additional reviews.

(0:23) 4. Consider how you can improve. While compliments certainly make everyone feel good, this is not the time to rest on your laurels. Even 5 star reviews can mention an area that needs improvement. Sometimes a boater compliment can reveal a needed service. Was there an effort mentioned that was out of the ordinary? Consider making it part of your offerings.

(0:13) 5. Keep asking for reviews. Use your ActiveCaptain Partner review card to remind boaters how important reviews are to your business. Shying away from new reviews should be a red flag. Do your best, always improve, and ask with confidence.

(0:06) Good reviews are good for business. Make sure you are making the best of them.

(0:02) And that's the marina minute.

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How It's Done

(1:24) Marinas often ask us how boaters choose a marina. The question comes in various forms:

Will more reviews help?
If I add amenity XYZ, will more boaters come?
What should I include on my website?

(1:19) You should understand the process a typical boater goes through before calling for a reservation. This can help you decide where to put resources and what kind are needed. Here is how we make our marina decisions on Red Head.

(1:13) First, we decide on a general area or an event we'd like to attend. It could be a city or town we had heard about but not visited or returning to an old favorite. There might be a boat show or a festival we'd like to attend. It could also be an area based on distance as we're moving along to get to another destination.

(1:04) It is key to have general marketing of your area and events. If there is a Chamber of Commerce or other similar organization, make sure you are working with them. Encourage them to promote aspects that are of interest to boaters. Use our Pro-Op message to highlight these directly to boaters who are looking at your marina. Give me a reason to come to your area and stay.

(0:55) Next, we use ActiveCaptain to check out the general area. What marinas are there? Anchorages or mooring balls? The approach, depths, and other navigational issues are looked at. We use the Details to determine what amenities are offered. Some may be requirements - fuel or groceries - and some may be a bonus - a pool or good restaurant. This generally narrows it down to 1 or 2 choices.

(0:44) It is important that your data is accurate and current. List all available amenities, including those available nearby. You never know the key one that's needed by the boater at that moment so list everything. And don't fret about those services you can't offer. My needs are not always the same. I'm happy to visit a quaint out-of-the-way location with few services if my galley is full.

(0:35) Include all pricing. Daily, weekly, monthly, and fuel prices should be current. Don't tell me to "check your website" or, worse yet, "call for pricing." You only make me wonder what you are hiding and if the boat next to me got a better deal. Be transparent about this key criteria. Always list weekly and monthly pricing - having that is what often makes us think about staying longer, especially if the prices are attractive.

(0:23) Then, we'll check out the reviews. This gives us an idea of what it's really like. We look at the overall rating, how many there are, and typically read the most recent ones. Never stop asking for reviews.

(0:18) Finally, we'll use the website link to go to your website. Here we're looking for pictures - make sure yours are current. Website quality gives a branding feel - make it match the feel you have. You should note from this process that your website will rarely be where I initially find you but it can be where you close the deal.

(0:06) Providing what a boater needs at each step of the process will help lead them to your marina. And that is good for business.

(0:02) And that's the marina minute.

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It's a Gift

(1:10) Last week I saw an excellent example of how a marina can take a less than positive experience and, with a little effort, turn it around. A review came in for St. Johns Yacht Harbor in Charleston, SC updating a previous review from 2015.

(1:03) The boater originally gave the marina a 3 star review due to some issues with inadequate information about their slip. It led to a problem getting from the boat to a short finger pier, making it difficult for them to get on and off the boat. The boater felt, rightly so, that more information about the slip could have avoided the problem.

(0:54) The marina followed up the 3 star review with a sincere apology and an invitation to give them another try. The boater did just that, changed his review to 5 stars, and wrote the following:

In November 2015, I wrote a 3 star review that prompted marina management to contact me and encourage our return.  We returned 5/10/17 and experienced excellent docking assistance, on a tee dock this time, and took time to enjoy the setting and facilities. Would have extended our stay but hurricane damage (under repair) and other transients with reservations prevented another night's docking.  Look forward to the next time when we can stay longer.

(0:34) The marina followed up with:


Captain Bentley,

We appreciate the opportunity to correct your original experience. We hope to see you again. Your feedback is a gift.

SJYH Crew & Capt Stan


(0:28) There are so many things I like about this interaction. The fact that the marina owned up to their shortfall and asked for another chance. Then they ensured the boater’s return experience would be excellent. The implication that a lesson was learned leading to better experiences for all boaters in the future.

(0:20) But what I think I like best was Captain Stan’s final sentence, “Your feedback is a gift.”

(0:16) Yes, all feedback from your customers is a precious gift. Never forget that.

(0:13) It’s easy when the feedback is positive but it is actually negative feedback that is the greatest gift. Remember, whether the boater takes the time to write a negative review or not, the experience is still there. The boater will carry that experience forward to other boaters, all to your detriment.

(0:06) However, by letting you know about the experience you are being given the opportunity to correct it. What a wonderful gift indeed.

(0:02) And that's the marina minute.

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Making the Most of Expectations

(1:07) In the past I have written about managing boater expectations for your marina. It is unmet expectations that typically lead to poor reviews.

(1:03) It is also possible to turn boaters' expectations into a great opportunity for your marina. Managing boater expectations is far more than simply avoiding damaging errors. The most successful businesses are those that exceed their customers' expectations in unexpected ways.

(0:55) First, ensure that you always present your marina in a real fashion. Creating your own unrealistic expectations will only set you up for failure. It reminds me of a review I read years ago. The boater stated he was shaving off a star because the bathrooms failed to live up to their claim of having "the best bathrooms on the Chesapeake Bay."

(0:45) No one likes to feel they have been misled. Such a tactic is sure to backfire. Sure you may woo me in the first time but I'm unlikely to be back and more likely to spread negative word-of-mouth and write a bad review.

(0:39) The reality is that doing everything right isn't enough. Accurately taking my reservation, helping to bring my boat safely to your dock, and a friendly greeting are what a boater expects. Accomplishing that will avoid a negative experience and most likely provide a positive experience. But will it offer a memorable experience. The kind of experience that leads to great reviews and lots of word-of-mouth recommendations.

(0:26) You need to understand what is expected or normal for boaters within your area and price range. Then determine how to provide something that goes beyond what is normal. The key here is that you don't need to have some over-the-top amenity or dramatic change. You simply need to exceed what boaters consider normal or standard.

(0:15) Take some time to analyze what is being offered by your competition. An easy way to do this is to read boater reviews for other marinas. This can help you uncover ways your competition is falling short. Then look for ways you can meet unmet needs and improve on what has become "standard fare".

(0:07) Make sure you are creating satisfied boaters. A happy long term repeat customer is a business's most valuable asset. And that starts with the customer's expectations.

(0:02) And that's the marina minute.

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Your FAQ's

(0:59) So many of you have contacted me with kind words about the acquisition. But you've also had questions. Of course you do. Change can be unnerving. Information helps. Here are answers to some of the most common questions I've heard from you.

(0:51) 1. Will the ActiveCaptain Partner program remain in place?
Marina participation in ActiveCaptain is an important part of the community. Working with our many ActiveCaptain Partner marinas has been one of my favorite parts of ActiveCaptain. The program will be continuing and we even hope to be adding some new capabilities.

(0:41) 2. Will the price for the ActiveCaptain Partner program increase?
There are no plans to increase the annual fee for the ActiveCaptain Partner program.

(0:37) 3. Do I need to keep looking for the ActiveCaptain hat?
Yes! There is still only one way for boaters to obtain an ActiveCaptain hat. They have to earn it. If you see a boater come in wearing an ActiveCaptain hat pay attention. That is a boater who writes reviews and he may be writing one about you.

(0:29) 4. Will you and Jeff still be involved?
Look, you don't get rid of us that easy. We are here and very much involved in bringing our amazing child to the next stage. We'll be doing many of the same things we did before. And behind the scenes we will be helping to guide and shape ActiveCaptain into an exciting future.

(0:19) 5. Will you still be doing The Marina Minute?
What, and pass up my chance to give you a nag once a week? Sorry, but you are stuck with me for the foreseeable future. You'll still be receiving my Minutes every Tuesday morning.

(0:12) 6. Where do I go when I have a question or want some advice?
The same place you did before. You can still reach me at my email address or call me on the phone. Plus you'll still be seeing the Red Head crew on the waterway. I'm always up for a chat!

(0:04) The future is exciting. I look forward to taking this journey with you.

(0:02) And that's the marina minute.

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Your Welcome Mat

(1:18) I still find that many marinas fail to provide transient boaters with a good quality Welcome Packet. A Welcome Packet that is pleasing and full of useful information does two things. It projects a positive image for your marina and it helps to ensure the boater has a pleasant stay.

(1:10) I know I have harped on this numerous times in the past but it truly is an important item. There were a series of Minutes several years ago on how to put together a good Welcome Packet. Today's Minute is just an overview. You can find links to the full series here:
http://www.themarinaminute.com/2015/09/wheres-your-welcome-packet.html

(1:02) Your Welcome Packet should include a welcome letter from the owner, marina manager, or harbormaster. It needn't be long but should welcome the boater to your facility and provide a way for the boater to contact you should a problem arise or should the boater need assistance. There is no better way to fend off a negative review than to resolve an issue before the boater leaves the marina.

(0:51) Include a map of your facility showing the location of the harbormaster's office, the bathhouse, laundry, and any other amenities you offer. Don't make the boater wander around trying to find these things. Ideally, provide this dockside when the boater arrives.

(0:44) Make sure to point out services and events occurring nearby. Where are the restaurants, shops, beaches, or hiking trails? Is there a place where my dog can run? Let me know about any special events that might be happening. As I wrote a few weeks back, most boaters want more than the typical tourist traps. I'd like to know where the locals go.

(0:34) Don't forget to include information on those necessities we all need from time to time. Is there a doctor, dentist, or veterinarian nearby? What about people that can service my boat or a local diver? Remember, for many boaters their boat is their home, either full or part time. They need the same things you do.

(0:23) Finally, ensure that you consider what is realistic it terms of distance. A great restaurant or dog park that is miles away may as well be on the moon unless you have a courtesy car or other transportation is available. And of course, all transportation capabilities must be in your packet as well.

(0:12) Once you've created your Welcome Packet, don't forget it. Update the information whenever it changes. And consider putting it up on your website as a tool to attract boaters to your marina. After all, if I know what amenities and attractions are available, I'll be more likely to stay with you. That's good for business.

(0:02) And that's the marina minute.

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ActiveCaptain joins the Garmin family

When my husband and I started ActiveCaptain about ten years ago, we did so with much passion to provide better information for our own travels. We were frustrated with the lack of current, accurate, and reliable information. Information that we needed ourselves to make our cruising decisions.

We thought, if we need this then we're pretty sure other boaters in the community need it too. It started out pretty quickly and soon took off. Almost before we knew it, we had a tiger by the tail with a community that was growing rapidly in size and depth.

Boaters, marinas, and others in the community yearned for more features and capabilities. We wanted them too.

We came to realize that there was a bottleneck that was holding ActiveCaptain back from becoming what it was meant to be. That bottleneck was us. It was time to bring in reinforcements.

We are excited to announce that Garmin has acquired ActiveCaptain.

So what does all of this mean to you? Short term, you will feel no change. I am here to answer your questions, offer guidance, and give my advice. You'll still receive the weekly Minutes and find us cruising the waterways, only now we’re a part of the Garmin team. Medium term, many more people will be getting involved and the ActiveCaptain capabilities will expand. Greatly.

The Garmin press release can be read here: http://bit.ly/2qaQKxi

Stay tuned. Exciting things are coming.

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Plus, Minus, or Zero

(1:09) Every week I hear from followers thanking me for my Minutes. Aw shucks... But in reality, many of my ideas and much of my knowledge comes from interactions with many of you - the marina managers, owners, dockmasters, and others.

(1:03) This past winter we stopped in at the Riviera Beach City Marina and spent some time with the Harbormaster, Lee Beauchamp, who has had many years of experience at marina resorts and knows a thing or two about hospitality and customer service.

(0:57) He described a training session he once had that taught the concept of Plus, Minus, or Zero. The idea was that following every customer interaction you look at the customer's back as they walk away and imagine either a plus sign, a minus sign, or a zero displayed there.

(0:48) It's a plus if you made that customer happier or more satisfied by the interaction. A minus means that you made the customer less happy or satisfied. Zero means that you had no impact at all on the customer.

(0:41) I love the visualization and the notion of rating yourself right then and there. It is so easy to view our accomplishments based on the totality of the day or week or whatever timeframe. But to that customer, there is only one interaction that matters. The one they just had.

(0:32) That customer won't care if you handled 20 or 100 other situations with skill and excellence, if you handled this one poorly.

(0:28) You may be thinking this is a bit silly. There are plenty of interactions that don't require much skill. If a boater comes in asking for the WiFi password, isn't it enough to just tell them? Sure, if you're satisfied with a Zero.

(0:22) I believe you can make pretty much any interaction a Plus. When I walk in greet me with a smile. Ask me how my day is. If you remember my name, you're going for extra points. Once you've given me the password, make sure to ask if there is anything else you can help me with. Thank me for coming in and remind me you are there to help if I need anything else.

(0:10) That would make a rather mundane interaction into a definite Plus. I know you don't want a minus but don't settle for a Zero. Who remembers a Zero?

(0:05) With a just little effort, you can turn that Zero into a Plus. Now that's good for business.

(0:02) And that's the marina minute.

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It's Emotional

(1:03) Research shows that it is a customer's emotional response to your marina that will have the greatest impact on satisfaction and future loyalty. The bottom line is that emotions are fundamental to how customers make their buying decisions. What are some things you can do to elicit positive emotions towards your marina?

(0:54) You need to move past simply "positive" or "negative" emotions and think more specifically about the feelings you want to evoke about your marina. Make sure that you are considering the emotions that are involved at each boater interaction with your marina. They will vary based on the touchpoint.

(0:45) For example, I want the dockhands to make me feel secure and safe as I approach the dock. I want the office to make me feel welcomed and appreciated as I check in. Empathy and ownership of the problem are feelings I want if I have a problem.

(0:38) The emotions evoked can also vary based on the type of marina a boater visits. If you are a marina located in a popular tourist area, it could be the feelings of fun and safety. A resort style marina might want the boater to feel pampered. While a marina catering to transients on the move should make a boater feel stress-free and at ease.

(0:27) In the book "Sell the Feeling," Larry Pinci and Phil Glosserman state that there are three key emotions a customer needs to feel before doing business with someone:

(0:22) • Trust - People feel they can depend on you - that you mean what you say and you'll do what you say.

(0:19) • Confidence - They feel you have the goods, the know-how, the competence, and expertise to meet their needs.

(0:16) • A feeling of being taken care of - you have their interests at heart and that you'll take care of them throughout the transaction, and beyond, if necessary.

(0:12) It's important that boaters feel a connection with your marina and the staff if you wish to have long-term loyal customers, create powerful mouth-of-word, and earn positive reviews. While it's important to have the tangible features - good docks, clean restrooms, reliable WiFi - creating a solid emotional connection is often what will close the sale.

(0:02) And that's the marina minute.

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I'm a Traveler, Not a Tourist

(0:58) In past Minutes I have discussed the importance of acquainting boaters with the amenities and attractions that are available around the marina. It is important that a boater understand what is available to make their stay enjoyable. Showers, laundry, groceries, and more are all basic necessities that boaters seek out. But it is also possible to take it to the next level. Use your local knowledge to give boaters a genuine experience.

(0:43) Experienced travelers generally do not like to think of themselves as tourists. It brings up images of ticky-tacky shops, cheap t-shirts, and disappointing food. They would rather get to know a destination as opposed to simply hitting all of the overhyped attractions.

(0:35) This is where you can offer your unique experience as a local. Offer advice on what is popular with residents and help boaters experience those opportunities. Most boaters will enjoy exploring the hidden spots you tell them about, participating in local activities, and eating traditional and authentic cuisine.

(0:25) These experiences are important marketing tools and can be used to attract boaters to your marina. Include information on your website and in ActiveCaptain so that the boater can factor it into their decision of where to stay. Also include it in the Welcome Packet you provide so it is easy for them to find the destination. Include phone numbers, directions, website links, as well as timely information, e.g., special events.

(0:12) It could be as simple as Palm Coast Marina recommending a fabulous local pizzeria over Pizza Hut when we wanted delivery pizza. Or the unforgettable experience of a sunset kayak tour offered by Marineland Marina.

(0:05) Your recommendations can make the difference between a fine stay and a memorable one.

(0:02) And that's the marina minute.

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VHF Marketing

(1:01) There is an important marketing tool in every marina office that is too often over looked - the VHF radio. I am not implying that you should begin blasting ads out over the VHF. Not only is that illegal, it would likely irritate most boaters. But every time your marina uses the VHF radio you are communicating to hundreds, if not thousands, of boaters.

(0:49) Utilizing the VHF in a lawful, helpful, and professional manner can enhance your reputation, get your marina in front of boaters, and help bring you more business.

(0:44) If you accept transient boaters you must have someone that will promptly, courteously, and professionally answer the radio. Every boater who hails your marina must receive an immediate response. This is often 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.

(0:33) It's not uncommon to hear a boater repeatedly hail a marina with no reply, only to hail 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).

(0:26) 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. Don't leave this to chance. It should be part of new hire training as well as a part of ongoing staff training.

(0:16) Make it fun. At your next staff meeting, role play various call situations that might occur on the VHF. Discuss the best options for handling them. Make sure everyone knows how to use the radio properly. I addressed one way this can go horribly wrong in a Minute last summer:
Make or Break

(0:07) Every interaction with a boater has an impact on their impression of your marina. Make sure that everyone is projecting the image you want, even on the VHF radio.

(0:02) And that's the marina minute.

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A Boater's Input

(1:05) My Marina Minute focuses on things that I think may be helpful to marinas to improve their business. While most recipients are marina owners, managers, and staff, there are also some boaters who have been long time users of ActiveCaptain who follow the Marina Minute. They sometimes email me with comments and suggestions about the Minutes. I love this sort of interaction and always consider their input for future Minutes.

(0:52) A bit back I received an email from a seasoned, full-time liveaboard cruiser. She and her husband have put many miles under their keel from Maine to the Bahamas. They are also friends who's opinions I value.

(0:46) Her email addressed what would be her perfect marina experience. Here is what she wrote. If I were you, I would pay attention:

(0:42) I very much enjoy reading your Marina Minutes. It got me thinking: If I were to write one, what would I say?

(0: 39) My perfect marina experience starts with excellent communication before I arrive. Have a map of your docks with dimensions on your website. When I make a reservation, tell me:

• Are your docks fixed or floating?
• How long are the fingers? This helps me decide if I want to back in (so I can get off my boat), and if I need to be prepared to lasso a piling.
• Is current an issue coming in, and/or, at the docks? This will help me decide on timing of my arrival and give a better docking experience.
• What are the depths coming in and at the docks?

(0:23) If I know what to expect well before I arrive, I won't be disappointed.

(0:21) When I arrive, I want the dock hands to do exactly what I tell them to do with my lines, and do it as soon as I tell them to do it. If I am clear in my directions, that means I know what I am doing and I know how MY boat handles. Listen!

(0:14) Amenities that weigh heavily in my decision on which marina to visit:

• Courtesy car
• Excellent internet connection
• Recycling bins that are well maintained
• Clean bathrooms and showers

(0:09) And that's my Marina Minute.  Owner of a Kadey Krogen 48.

(0:06) Offer boaters what they want and they will not only come back again and again, they will tell other boaters. And that is good for business.

(0:02) And that's the marina minute.

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Is Your Price Right?

(0:58) Every interaction a boater has with your marina acts to define who you are in the boater's eyes. Reading that I'm sure you think of your staff, the grounds, the amenities you offer, etc.

(0:54) I find that many marinas overlook a critical component, pricing.

(0:51) I'm not referring to whether you are priced high, average, or low compared to your competition. Or even how well your price matches your offering. I've covered those in previous Minutes and could well do several more.

(0:46) I'm referring to how you handle pricing for daily, weekly, and monthly transient stays. I continue to be surprised by how many marinas either do not have weekly and monthly pricing or do not promote this pricing. And you need to understand that stating, "Call for pricing," is giving a negative impression.

(0:39) I understand that there are some marinas that only offer daily transient pricing structures. That is a perfectly valid strategy if it was developed intentionally and thoughtfully. However, my experience is that for most marinas, it has come about by uncertainty, a lack of forethought, or simple inertia.

(0:31) When boaters look at your pricing structure, it sends them a message about your expectations for the stay. If you only show a daily rate, you're saying you only want them to stay a night or two.

(0:27) Providing rates for weekly and monthly stays implies that there's a reason a boater will want to stay longer. How you structure that pricing tells me how aggressively you are courting longer stays, or not.

(0:22) Over the years, I have found that a reasonable weekly rate should be the equivalent of 5 transient nights. The monthly rate should be the equivalent of double the weekly rate.

(0:18) If you want to more aggressively attract longer term boaters, your longer term rates should be less. And if your are at or near capacity or simply wish to have less focus on longer term stays, you should set higher weekly and monthly rates.

(0:11) There is no one right model. You need to develop your own pricing strategy based on your unique situation and business goals. And your pricing structure may well change based on seasonal fluctuations.

(0:06) Don't leave it to chance. A well crafted pricing model can mean more business and increased profits.

(0:02) And that's the marina minute.

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A WOW Fund

(1:12) One of my favorite businesses for over-the-top customer service is the online pet food company Chewy.com. If you've been a longtime reader of my Minutes, you know that I've written about them in the past.

(1:06) I recently encountered another example which illustrates a key point. A woman posted on a dog related Facebook group about her experience. She was signed up for Chewy's Auto Ship feature which allows pet food orders to be sent at regular intervals with an extra discount on each order. It's a good deal that unfortunately our vagabond lifestyle doesn't allow us to take advantage of.

(0:55) Her elderly dog passed away the day after her auto order of 60 pounds of dog food arrived. She emailed Chewy to cancel the service explaining why. She wrote, "Later that day they responded to my email with a heart felt response. In that letter they told me they were going to credit the dog food they sent. They said they did not want it sent back to them and that I should donate it to a shelter in Jake's name. I was very impressed with this company."

(0:42) That's very nice but not surprising as I've had similar interactions with Chewy myself. But then they did a WOW.

(0:38) She continued, "A few days later, I came home from work and flowers were delivered to my home....with condolences on the loss of my furry family member. I cannot say enough fabulous things about this company. I am placing this on Facebook because I want as many people to know this is a company that you should use if you need dog food. It is nice to know companies truly care."

(0:28) Finding a way to truly WOW your customers is priceless. The goodwill created and spread across the internet by this woman can not be duplicated with a banner ad or thousands of dollars of glossy print pages. And all of this for the price of a floral arrangement.

(0:21) As marinas have seen the downfall of traditional media, I am often asked how they should now spend their marketing budgets. How about setting up a WOW fund?

(0:17) Putting this in your budget does two things. First, it offers a way to earmark funds you've previously spent on outdated media for a more useful purpose.

(0:13) Second, the simple act of formalizing this notion sets in motion the discussion of how you can WOW your customers. All ideas should be considered and no idea should be deemed too outrageous. In fact, I would argue that the more unique, the better.

(0:06) WOW boaters and you will not only create loyalty, you will reap the marketing benefits of scores of happy boaters singing your praises.

(0:02) And that's the marina minute.

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Engage vs React

(1:05) My first interaction with a marina I'm not familiar with is often when they receive a poor review. In the early days it was sometimes confrontational, even aggressive. Many were angry, demanding the review be removed along with the rest of their information. It didn't happen.

(0:57) We have specific procedures we follow when a review is challenged. You can find them in the website Terms of Use. It is the unusual circumstance where a review is removed. It is only by maintaining the integrity of an independent review process that we can earn the boater's trust. It is probably the most important factor in ActiveCaptain's success.

(0:48) Whenever I encounter these situations, I use them as learning experiences. I discuss with the marina what the specific complaint was and how they can fix it. Doesn't it make more sense to prevent the negative review from happening in the first place rather than trying to repair your reputation after the fact?

(0:40) The availability and usage of customer reviews has grown dramatically - research suggests that between 70% and 90% of consumers state that online reviews influence their buying decisions. Because of this, we have seen a growth in companies offering to help manage your online reputation for you. I find this concerning.

(0:32) I'm not saying that there is no use for these organizations. But I am disturbed by the implication that businesses are "too busy" or unable to understand and manage their own reputations. The fewer barriers between you and your customers, the better.

(0:26) An aspect that particularly bothers me is what appears to be a trend to focus on reacting to customer reviews once they have occurred rather than engaging with customers to prevent the negative experience from happening in the first place. On the most basic level, it is what most of my Minutes are about. Do the right thing now to prevent damage later.

(0:17) I understand that dealing with customer reviews, particularly negative ones, can be uncomfortable. But it is only by engaging directly with all of your customers, especially the unhappy ones, that you will truly understand issues you might have. Use that knowledge to improve and enhance your marina so your future reviews are positive.

(0:08) Putting your focus on creating a positive reputation rather than managing a less than positive one just makes sense. If you focus on that, you'll have no need for a "reputation management" company. And that's good for business.

(0:02) And that's the marina minute.

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ActiveCaptain Private Messaging

(1:00) One of the most common questions I receive form marinas is how to get in touch with a boater who has stayed at a marina and written a review. While our privacy policy prevents us from revealing a captain's email address to anyone, there is an easy-to-use solution that will get your message through.

(0:50) The ActiveCaptain website provides a capability to send a personal message to an ActiveCaptain user from any review. Personal messages are powerful tools for communicating with boaters in positive ways. Use this capability any time your marina receives a review to thank the boater when the review is positive and to work to make things right when it is not.

(0:42) To send a personal message to an ActiveCaptain user, just following these simple steps:
1. Click on the Captain name that appears at the top of the review. A pop-up menu will appear.
2. Select "Send message."
3. Enter a message title and the message text in the window.
4. Select "Submit."

(0:33) The next time the Captain logs into the ActiveCaptain website there will be a notification that a message is waiting. Captains may optionally have messages sent directly to their email inbox. It is a good idea to offer a way for the Captain to communicate with you directly by including your email address or a phone number in the message.

(0:25) The Captain can also reply to your message within the ActiveCaptain website. It is good practice to regularly check your ActiveCaptain account for messages or to have the messages sent to your email inbox.

(0:20) To configure extra email capabilities for the messages that are sent to you, follow these steps:
1. Select "My Card" from the tabs on the left side under The Interactive Cruising Guidebook.
2. Click on "More" beside "My Details" at the top. A pop-up menu will appear.
3. Select "Edit".
4. In the "My Details" window check the box next to "Send email when a message is received."
5. Select "Submit."

(0:10) Remember to keep your communications professional and relevant. ActiveCaptain messaging may not be used to SPAM or solicit users. Arguing or harassing a captain is always bad. Use messaging sparingly and appropriately and it can be a powerful marketing tool.

(0:02) And that's the marina minute.

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All's Well That Ends Well

(1:15) This title of a Shakespearean play spawned a common adage. Research has shown the saying to be true.

(1:12) Nobel-prize winning psychologist Daniel Kahneman's research on experience vs memory led to the “peak-end rule.” The peak-end rule states that an event makes its mark in our memories more by what happens at two moments, the peak and the end, than at any other point. The peak of the experience is the point in the interaction that varies the most from what is viewed as normal. The end is the final touchpoint. The effect occurs regardless of whether the experience is pleasant or unpleasant.

(0:58) For the typical marina, defining the peak moment could be very difficult. However, it's important to recognize that a single very bad or very good moment will impact the whole experience. Figuring out the end point is far simpler.

(0:53) My own experience is that the end moments are often ill-defined, occurring by happenstance rather than design. What this research is telling you is that not controlling that moment is a huge mistake.

(0:48) It is worth taking the time to consider what is typically the end moment of a boater's experience at your marina. Then consider how you can take control of the end moment. You do have the power to define and impact what will be the last moment of a boater's experience.

(0:41) I worked with a popular marina that was delivering a terrific experience as boaters came into and stayed at the marina with some of the best dockhands we have experienced and a popular restaurant. Unfortunately, there were no dockhands available in the mornings as boaters left, often in tricky circumstances. Review after review complained, ignoring the other positives and focusing on that final moment.

(0:31) The marina added dockhands in the mornings and reviews turned around immediately.

(0:28) Think through the typical sequence of the experience for boaters at your marina. What is that final moment? If it is hard to define - some boaters get fuel, some leave before the marina opens, etc. - then what can you do to redefine it?

(0:22) Ensure that all possible end moments are good. Have qualified friendly dockhands at the fuel dock. Make the checkout and payment process fast and easy. Offer undocking assistance to every boater, even if they are leaving in the off-hours. Don't hesitate to provide advice about current, tides, etc. that will make the experience more enjoyable.

(0:13) Consider creating your own end moment. Follow up with a personal email of thanks or a hail on the radio wishing safe travels and a speedy return. Years ago I was handed an envelope as we left containing a handwritten thank you. It also contained a photo of our boat approaching the dock with me and the dogs at the bow. It was priceless.

(0:05) Ideally, every moment of the boater's experience will be positive. Making sure that happens right up to end can reap you big benefits.

(0:02) And that's the marina minute.

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I Need To Clarify...

(1:07) Last week I wrote about the broad reach that the ActiveCaptain data has through the many 3rd party apps and chartplotters that support ActiveCaptain. If you are unfamiliar with the apps your can see a list here:
https://activecaptain.com/navProducts.php

(1:03) My Minute generated many questions. That's positive because it means I got you thinking. It also means that there are unanswered questions. Today I'm going to address some of the most common ones. If you still have questions or need additional information please contact me.

(0:57) There is nothing additional to pay to be listed in all the 3rd party navigation products. If you are an ActiveCaptain Partner your Pro-Op, Cross Promotion, and Co-Op messages will be displayed in the 3rd party apps and your icons will be larger and have 1st Choice and other status. It is all included with your annual Partnership fee.

(0:50) Boaters must periodically sync their 3rd party apps with the ActiveCaptain database to ensure the data is current. We often remind the boating community but find that some still fail to do this. When this happens, you may find boaters asking why your fuel price, slip price, etc. are different than what they are finding in ActiveCaptain? What's the best way to handle this?

(0:41) Find out how the boater is accessing the ActiveCaptain data. If the boater says they are using a smartphone or tablet, there's a very good chance they need to update their ActiveCaptain data. Have them check the date of the pricing. All prices are dated in the ActiveCaptain database. In addition, we automatically purge all fuel prices older than 30 days and we send you emails reminding you to update your pricing. If the boater is showing you old pricing, suggest that they sync the ActiveCaptain data and point out the date listed next to the price, even in the navigation apps.

(0:25) Several of you asked if you should be doing something different because of the navigation products. If you are keeping your data current and making good use of your Partner messages then I would say, keep doing what you're doing. The key is to reach out to boaters with meaningful messages, measure the response, and adjust.

(0:19) However, if you've let a month or more go by without changing your messages, you are missing a bigger opportunity than you may have realized. Your Partner messages allow you to stand out, offer attractive specials, and even reach beyond your marker.

(0:14) The Pro-Op message can highlight your unique features, inform boaters of events and attractions, and give your marker a more personal feel. Your Co-Op's let you offer special deals and discounts when you need to drive more business. The Cross Promotion message reminds boaters to consider your marina when they are browsing other marinas in your area.

(0:05) Make sure you are taking advantage of all the ActiveCaptain capabilities so that you can win more business.

(0:02) And that's the marina minute.

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Location, Location, Location

(1:03) It's true in real estate and it's true in your marketing. What use is a masterful message or a terrific deal if boaters never see it? What use is it if they only see it when they're not ready to act?

(0:57) Traditional advertising talked about the number of exposures a customer needed to act on a product or service. Then came the digital world and the internet and everything changed. It became possible to more finely target your customer which raised the question of how to best do that.

(0:50) I'm sure you've had the same experience I have where you are looking to buy a widget. You search online stores, read reviews, and make your selection. Then for the next 3 months, ads for widgets keep popping up on Facebook, search pages, and everywhere else! That's wasted advertising.

(0:42) Imagine this. What if you could present your message at precisely the moment a boater is exploring his next destination, creating a route, and then executing that plan? All that is possible today using the many 3rd party navigation apps and chartplotters that support the ActiveCaptain data.

(0:34) You probably think of the website when you think of ActiveCaptain. After all, that's where you interact with your Partner page, read reviews, and modify your data. But did you realize that only about 20% of boaters access your information that way? Yet our website traffic still blows away the competition.

(0:25) The vast majority of boaters use the ActiveCaptain data through other apps and charts. Unfortunately, I find many marinas confused about what this means. That's my fault and I hope to fix that now.

(0:20) The ActiveCaptain website is a great tool when a boater is dreaming. When the boater begins planning, they will typically turn to one of the marine navigation apps or use their chartplotter. This is where the rubber meets the road. It is your final chance to make sure you are in their plans.

(0:12) ActiveCaptain is the only place where marina, hazard, and other critical data, along with your Promotional messages, specials, and other content, are provided to boaters throughout the entire process. As we all know, boating plans change, a lot. If you are not there at every step then you're missing the opportunity to project your message at the perfect moment in time.

(0:02) And that's the marina minute.

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Did You Dazzle?

(1:10) If you want boaters to write and talk about you, you have two choices, you can either provide a poor customer experience or you can provide a great customer experience. Provide simply a good customer experience and it will be forgotten. Offering good experiences is what a boater expects which creates a neutral and highly forgettable experience.

(1:01) To dazzle the boater you need to provide a perfect experience and then deliver something extra. Accomplishing this is the best way to create loyalty and repeat business. And study after study shows the huge benefit of retaining existing customers verses winning new ones.

(0:53) If a boater is merely satisfied with the experience at your marina, it does not make him especially eager to continue the relationship, nor anxious to terminate it. But let the boater find something he perceives as better and he will switch. That's what happens when he is merely satisfied with the experience you offer.

(0:44) How can you exceed expectations and dazzle boaters?

(0:42) Whenever possible tell the boater "yes". I wrote about one of my favorite "yes" experiences in my Minute titled "Finding Yes."

(0:38) Ask boaters about their experiences with your marina. Follow your reviews to find out if you are meeting and exceeding expectations or falling short. Listen carefully and act on what you learn.

(0:33) Create relationships with boaters and the boating community. One aspect I have noted in many highly successful marinas is the ability to make boaters feel like family - coming to the marina feels like coming home. A sincere greeting, remembering personal details, offering assistance are all acts that contribute to a sense of belonging.

(0:23) Keep the level of quality high and inline with what you are charging. Too often I see reviews complaining when the boater feels he has been charged a premium price for a standard marina.

(0:18) Let every boater know that you appreciate their business. Make sure to say thank you. Offer loyal boaters something special, a free drink at the bar or a discount on their return. Throw a party.

(0:12) Offer something unique. Stock Island Marina has an on-site dog park. Great Harbour Cay Marina offered classes in Bahamian crafts and cooking. Brunswick Landing Marina throws free cocktail parties. Providing something new and unique will make boaters remember you.

(0:05) Find a way to dazzle boaters and you'll see more positive reviews. That means more business for you.

(0:02) And that's the marina minute.

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