Responding to a Negative Review

(0:54) Criticism is tough whether it is directed at you personally or at your business. A common reaction is to rigorously defend yourself publicly, explaining why the reviewer is wrong. This is rarely a good idea. With tens of thousands of boater reviews in ActiveCaptain we have worked with numerous marinas to help them learn from and respond to negative boater reviews.

(0:45) Whether you decide to respond publicly or privately to a negative review you should always remain upbeat and positive. A good response will have the following components in order:

(0:40) 1. A thank you. Start out by thanking the boater for taking the time to comment on their experience. Any boater feedback, bad or good, is an opportunity for you to improve your business.

(0:35) 2. List the positives. Few reviews are all negative, most will mention some positive aspects of the experience as well. Mention that you are pleased they enjoyed aspects of their stay. This is particularly important if you decide to respond publicly as you will want to ensure that others note these points. But it is also important in a private communication as you want to remind the boater what was positive about their experience.

(0:26) 3. An apology. Sincerely apologize that their experience was less than perfect. Even if you feel the review was unfair or inaccurate. Remember, your apology is about what they feel they experienced.

(0:21) 4. Statement of your actions. Tell them what you have done to remedy the issue, if possible, so that future experiences will be better. If, for example, the review complains about a poor docking experience or lacking facilities, explain what you are doing to make things better.

(0:13) 5. Reach out. Give them a way to communicate with you directly to resolve their issues by providing them with a phone number or email address to contact you. By doing this you can avoid an ongoing public debate and make them feel that you truly care about them.

(0:06) By properly handling a negative review you can readily turn it into a positive for you and your business.

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

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After the Storms

(1:02) The US was hit by two devastating hurricanes. Events of this magnitude lead to much uncertainty and concern on the part of boaters beginning their winter migration. Immediately, we began receiving communications from boaters wanting to know the state of the waterway, marinas, and anchorages to the south.

(0:53) It reminded me of the increased importance of communicating with the boating community following a major event of this nature. There are few things that are worse for a business than uncertainty on the part of their customers. In the face of uncertainty many boaters will become paralyzed and not move.

(0:45) That is why it is imperative that every marina and boatyard impacted, even tangentially, by a major weather event must come out quickly to inform boaters about the state of their facility and the waters nearby. What was the impact to you and the surrounding waterway? Which services are available and which are not? If there was no impact, make sure you let boaters know that as well. Silence only feeds uncertainty.

(0:35) This is a time to use every available outlet to get the message out. ActiveCaptain Partners can use their Pro-Op message to update boaters about your status and to keep them updated as repairs are made. (0:31) ActiveCaptain offers the networks, apps, and infrastructure to capture the changes to the waterways. We have a team at Garmin in place, ready to handle new data that arrives. We'll combine community updates with information received from marinas and boatyards about their conditions. All of this will be kept together within the normal ActiveCaptain database.

(0:20) We're adding new hurricane related data as new hazard markers. The name should begin with the storm name. For example, an inlet damaged by Irma will be a hazard named, "IRMA: Inlet Damaged." If a marina was heavily damaged in Texas, name it, "HARVEY: Marina Damaged." Describe the changes in the hazard. We'll adjust the position and fix up the text. Your job is to collect the information and create the new marker.

(0:05) I am available to answer your questions. We can work together to come back stronger.

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

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When a Negative Reviews Happens

(1:15) You work hard to maintain your facility, train employees, add amenities, and offer first rate service. Then a customer complains to the world with a negative review. Now what? Handle it properly and you can turn it into a positive. Follow these steps:

(1:06) 1. Take a deep breath. It's easy to feel defensive, even angry, when your reputation is challenged. Resist the impulse to threaten the review site or attack the reviewer. It will only create bad will, waste time, and have a negative result in the long run. If the review was incorrectly written about your marina, contact the review site. Any reputable site will fix that.

(0:55) 2. Gather information. Critically examine the review for truth. Discover what you can about the interaction to determine what went wrong and where you can improve. Negative reviews are valuable learning tools even though it can be difficult to see when it happens.

(0:47) 3. Decide if and how to respond. Communicate with the boater. The ActiveCaptain site offers private messaging. Most customers welcome the opportunity to discuss their problem and admire a marina who is willing to work towards improvement. These interactions often lead to the customer changing their original rating.

(0:35) 4. Apologize. Write a sincere apology regardless of where the blame lies. This should be done even if you feel the review is unjustified. Let the boater know you're sorry their experience was unfavorable. But don't make an empty apology. If possible, try to make it right.

(0:25) 5. Wait for the community to respond. If you have done your work upfront there will be other positive reviews listed. If not, have faith in your happy customers. It is often the case that a negative review will prompt a marina's satisfied customers to chime in to defend the marina. This is far more powerful than any action you can take.

(0:13) 6. Don't fret. A good, honest, well-run marina will not be outdone by a single negative review. Focus on what you do well and learn as much as possible from what customers have to say to make the facility better.

(0:05) No person or business likes to hear negative feedback. But a negative review can help you improve your business.

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

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Handling a Negative Review

(1:02) Eventually every marina will experience a negative review. No matter how high your standards or how closely you adhere to them, occasional mistakes are made by every business. The issue isn't receiving a negative review; it's having a solid strategy for handling the situation when it happens.

(0:55) The first and most effective steps you can take to deflect a bad review are the ones made prior to its occurrence. Here are three steps to take now to reduce the impact of negative reviews coming in the future.

(0:50) First, make sure customer expectations are realistic. The most common reason for a negative review is not that the marina lacked a pool or a 5 star restaurant. Negative reviews happen when the customer's expectations do not match the services or quality found. Honestly present your strengths. Do not tout capabilities you cannot deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.

(0:36) Second, make sure satisfied customers speak out. There is no better way to reduce the impact of a negative review than to have it lost in a sea of positive ones. It is important that you actively encourage positive reviews from your happy customers. How? Ask. Many marinas feel funny about asking. But you shouldn't. Most people like to offer their opinions and are happy to support the businesses they like. Surrounding a lone negative review with honest positive ones makes the negative review disappear.

(0:16) Third, treat every customer well. You are in the service industry. You must provide good service if you want happy, returning customers. Be helpful and courteous. Go the extra step to make every boater feel like they are welcome. Arriving into a slip is one of the most terrifying parts of most boater's experience on the water. Make it feel safe and welcoming. It's hard to write something negative about a friend.

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

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The Zero Moment of Fuel

(1:04) These past few weeks I have been revisiting Minutes based on the ebook Zero Moment of Truth or ZMOT written by Jim Lecinski of Google. The ZMOT principles cover all aspects of consumer purchases. It's important that you not overlook any area of your marina business.

(0:56) The book explores how the internet has changed the way consumers search out and purchase goods and services. It should come as no surprise that the impact has been monumental. The world has changed in ways that make the old way of doing things obsolete. ZMOT has completely changed the rules. As I stated in the series:

(0:48) "To successfully navigate your customers' ZMOT, you need to understand what information they are looking for, and where and how they will find it. You no longer have the choice of simply presenting them the message you want them to hear. Consumers want real information, in real-time, whenever they want it. Provide them that and you can win."

(0:39) The good news is that I've witnessed huge changes in the ways marinas and boatyards are communicating information to existing and new customers. They are finding success by acknowledging and accommodating their customer's wishes. However, there is one area that I sometimes find marinas falling short and that is in providing accurate and up-to-date fuel pricing.

(0:30) Boater feedback to the ActiveCaptain Fuel Lists has been very positive. I continue to hear from boaters who love how easy it is to compare pricing and other features. They want quick and easy access to fuel pricing information and will use that to make their purchasing decisions. They don't want to call by phone to get fuel prices any longer. If your price isn't available, they'll go elsewhere. But some marinas are still in the old world of "I don't want my competitors to know my price."

(0:19) If you compete on fuel, your competitors already know your price and it didn't take the internet to get it. Be honest, don't you know your competitors' prices?

(0:15) Refusing to publish your pricing where your customers want to see it doesn't hurt your competition. It's only hurting your customers. And many today, if not most, will go elsewhere.

(0:10) I think Jim Lecinski says it best: "There are two heroes: the consumer who does the research, and the marketer who is smart enough to be there at the moment the shopper is looking for them."

(0:05) Make sure you're there when boaters are looking for you.

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

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ZMOT - An Example

(1:14) I'm willing to bet that each and every one of you have engaged in ZMOT in the recent past, if not today. It has become so commonplace that we probably don't even recognize it as a process.

(1:09) If you have read a consumer review before making a purchase, checked a review site to find a restaurant or hotel, or looked at a video while researching a workout, you have engaged in ZMOT. Rest assured that boaters are engaging in similar activities before selecting your marina. A typical scenario might go something like this.

(1:02) A boater attends a dockside party and overhears another boater talking about their recent trip to Savannah, Georgia. It sounds interesting and he's been looking for some new places to visit so he quizzes the boater a bit more, maybe even hears a few comments from others who have been there. The boater thinks maybe this would be a good destination for an upcoming cruise. Now begins his ZMOT.

(0:54) Maybe the first thing he does is a general search on Savannah. He turns up the City of Savannah home page, a Visitors Bureau site, and information on Wikipedia.

(0:49) He remembers a boater saying there are big tidal shifts there. So next he goes online to find information about the tide and current issues. He goes to the ActiveCaptain website for information. He checks out some anchorages and several marinas to see what other boaters have experienced. He also looks at any hazard markers to decide if he needs to play the tides.

(0:39) Finally he notices that one of the ActiveCaptain Partners is running a Co-Op special. He notes the marina has the amenities he's looking for and good boater ratings so he decides to call to make a reservation.

(0:33) This is the power of being available at a boater's ZMOT. By being there at the very moment the boater is thinking about buying, and also when he's thinking about thinking about buying, you can present the information he needs to make his decision at the precise moment he needs it. And with ZMOT that could be any time of the day or night. Plus research shows that the ZMOT often occurs well in advance of a purchase.

(0:21) Google and Shopper Sciences did a study looking at what they termed "dwell time," the amount of time consumers spent considering their purchase. They wanted to understand how far beforehand consumers started their ZMOT. They looked at three diverse categories. For technology and automotive purchases the biggest spike was 4-6 months before the consumer purchase. For something as simple as groceries they found a big spike 4-6 days before purchasing.

(0:07) I could only guess what this might be for boaters but it does tell me that customers are researching you well in advance of coming to your marina. Make sure you are there when they do.

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

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ZMOT - A Thirst for Information

(0:54) I've established that consumers are increasingly turning to online sources to make their buying decisions during ZMOT. Jim Lecinski of Google outlines five factors that make up a Zero Moment of Truth:

• It happens online.
• It happens in real-time.
• The consumers are in charge, pulling the information they want rather than having it pushed on them by others.
• It's emotional. Consumers have a need they want to satisfy and an emotional investment in finding the best solution.
• The conversation is multi-way: marketers, friends, strangers, websites, and experts all have their say and compete for attention.

(0:39) So how can you make sure boaters have the information they need about your marina at the moment they need it?

(0:35) I know that boaters are increasingly making their destination decisions during ZMOT. I not only see it in the exponential growth of reviews and updates for ActiveCaptain but I hear it every day in emails, online comments, and personal encounters with other boaters. They are using the wealth of information provided by ActiveCaptain and other sources to make their selections.

(0:26) A key component of ZMOT is the real-time, self-pursuing nature of the boater's search. To be successful you must be where the boater is searching, when they are searching. This is why it is important that you keep your information in the ActiveCaptain database accurate, complete, and up-to-date. It's easy to do.

(0:19) You simply need a free ActiveCaptain account. Please make your captain name and home port reflect that you are with the marina. For more detailed information about doing this and to learn about all the features and capabilities we offer marinas to stand out during ZMOT, check out the Marina's Guide in the Help Center:
http://www.eboatcards.com/help/marinas-index

(0:12) In today's new marketing reality, information presented too early is forgotten and information presented too late is, well, too late. Having information readily available when a boater is at the Zero Moment of Truth will ensure they will find you at the very moment they are making their buying decision. Make sure you are there with the information boaters need and you can win more business.

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

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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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