Increasing Reviews - Preparation

(1:03) One of the most common questions I receive when working with marinas is, "How can I increase my number of reviews." I'm going to take a few Marina Minutes to explore this and look at what has become a critical component of business success today - customer reviews.

(0:55) Whether you are selling a product, a slip, or a service in a marina you can not ignore the role played by customer reviews. The hotel and restaurant industries were the first to enter this arena and after more than a decade have many lessons to offer.

(0:46) First, make no mistake, good, unbiased customer reviews are good for business. The Harvard Business School did a study that showed that a 1-star increase in a restaurant's Yelp rating translates into a 5-9% increase in revenues. This shows that it's not just the number of reviews but also the number of stars that are import. And increasing your average requires some preparation.

(0:34) The best way to get a positive review is to create an experience boaters will find worth talking about. Make sure that expectations are exceeded and consider the amenities or experiences you can offer that will get boaters talking. Never oversell what you offer as this can easily backfire and lead to a negative response which we see often. Rather under-promise and over-deliver. On ActiveCaptain there are as many low-key, basic marinas with high ratings as high as resort style ones.

(0:19) Make sure you have a great team in place and that they are prepared. The more positive interactions a boater has the more likely they are to write a positive review. Your staff needs to understand the importance of reviews and ways to be involved. Set goals and make a habit of sharing boater reviews with your staff so they can see the things being done well and the things that need improving.

(0:06) A focus on consistently providing exceptional service will increase the number of positive reviews you receive.

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

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There's Nothing Like Free

(0:53) Some time ago I received a phone call from an ActiveCaptain Partner wanting to discuss an idea they had for a special. I love bouncing around ideas and feel great when I can help someone come up with something new and unexpected. I asked what they were thinking of.

(0:46) "We want to offer free slips for a month." After making sure I had heard it correctly, I asked why.

(0:43) It seems the marina had just completed a massive transformation from a rundown boatyard to a stunning state of the art facility. Unfortunately, the slips were practically empty. They felt if boaters could simply experience what they had, they would stay, come back, and tell other boaters. I thought it was a terrific idea.

(0:35) So for one month all the slips were free. Free for one night; free for one week; free for the whole month.

(0:32) You'd think they were crazy - think of the money they were losing. But three months later the marina was practically full of paying boaters and is still that way today, years later. Some boaters came for the free month and stayed. Some came and told other boaters what a terrific facility it was and those boaters came. Some had simply heard the buzz and wanted to check them out even though the slips where no longer free.

(0:20) My point is not that you should offer your dockage for free. My point is that if you want a big change you need to try something big. Too often businesses are paralyzed by thinking of what they believe they are losing rather than thinking about what they can gain.

(0:13) Whether the change you are seeking is huge or modest, it is more likely to happen if you are willing to change and try something different. Think beyond the same tired marketing choices that are so common and uninteresting. Make it your goal to try one thing that you haven't done before. After all, nothing ventured is nothing gained.

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

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Think Different

(1:07) I wrote about how creating a buzz can bring you valuable word of mouth marketing. I believe the best way to do this is to Think Different - provide boaters with the unexpected.

(1:01) Now I'd like to offer some ideas that may be different from what you have considered in the past. Think of them as inspiration and not as an all inclusive list. Think about what you can offer that may be unique for your marina.

(0:54) Do you have a service available that boaters need? Consider wooing them in with a special combining that service with their dockage. Think beyond what you alone offer and consider other businesses in the area - divers, routine engine maintenance, and canvas work are just a few that come to mind.

(0:45) Spend Two Nights, Detail Your Boat: Come in and spend two nights at My Marina and receive 30% off your slip price. In addition receive 30% off the cost of detailing your boat. Requires reservation 48 hours in advance to schedule boat detailing.

(0:38) Team with the local tourist association to help bring in boaters to the community. The boaters filling your marina will also be spending money at the nearby businesses.

(0:33) Sightseeing Special: Stay for two nights at My Marina and receive two free passes to XYZ Museum (or aquarium or other local attraction).

(0:29) Work with a local rental car company to obtain special rates on their slowest day. They rent more cars and you fill more slips.

(0:25) Dock and Drive: Reserve a slip for a Tuesday night and we'll provide a one day car rental so you can provision or just take in the sights.

(0:18) Don't limit the possibilities. Get your staff to brainstorm, talk to other businesses in your community and then give something a try. Don't forget to track your results, modify if needed, and most importantly, keep trying. You won't find success with all ideas but something will click as you explore and learn about what works for your situation.

(0:08) As Wayne Gretzky, arguably the most successful and talented hockey player that has ever played, once stated, "You miss one hundred percent of the shots you don't take."

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

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Create a Buzz

(0:59) Ask five marketers to name the five most critical components that affect sales and you'll get five different lists. But I'm confident all will include successful word-of-mouth marketing as one of the components. Customers talking to customers can be pure gold. And the best way to get them talking is to do something memorable, different, maybe even a bit wacky.

(0:48) You need to think beyond the standard BoatUS or other affiliation discounts. These discounts have become so commonplace that they're hardly discounts any longer. Not only do they fail to have a significant impact, they end up forcing you to provide the same boring special whether you have slips to fill or your docks are full. On the busiest day in July when you're turning away other boaters, you'll still be offering those price breaks. That's not a good way to maximize income.

(0:34) Instead consider offering specials that are timely and out of the ordinary. Doesn't it make more sense to match your specials to your varying needs and your unique advantages? Offer something that makes you stand apart from your competition and not fade into the crowd. You can be in control by offering your specials when you need to generate more business.

(0:25) This requires thinking beyond the standard discounts. It could mean a truly deep discount but can also mean offering something a little out of the ordinary. Think about what your marina can offer that sets it apart. But don't stop there. Is there another business or service nearby that you can partner with to offer a unique experience, a much needed service, or a convenience? The key is in providing what you can offer that is different from the competition matched with something your customers need.

(0:11) Can't think of anything different? I explore some possibilities in the Minutes "Think Different" and "There's Nothing Like Free", some ideas that go beyond the ordinary by combining services and timing deep discounts. Then I'll tell you about one marina that turned things around by offering slips for free. Yes, free. Trust me, it created quite a buzz.

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

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ActiveCaptain Messaging

(1:00) Several Minutes have covered the importance of communicating with your customers. We are often asked if it's possible 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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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. 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 policy you feel is needed, explain why it is in place and how it is a benefit to the boater.

(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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Calming a Boater's Nerves - Part 2 of 2

(1:06) If you have read the previous Minute, you have ensured that every boater calling your marina about dockage has clear accurate information from knowledgeable staff. However, you still need to assist the boater safely to the dock to ensure the experience begins on a positive note.

(1:00) The next contact will most likely be via VHF. In another Minute I discussed the impact your VHF communications can have on boater's impressions. Good VHF communications are critical to boaters coming in for transient dockage. This begins with quickly responding to the boater's VHF call. Never make them call a second time or turn to the cell phone. They'll be annoyed and anxious and will have already kicked you down a notch on the service scale.

(0:54) The radio exchange on a working channel is the time to give clear instructions about where they will be going, what type of docks you have, and what side you suggest for docking. This is the moment to give the boater confidence that someone will be waiting to help them dock. For every transient boater, this is when they start to feel nervous especially if the weather is bad or the space is tight. Assess their anxiety, answer their questions and concerns, and give them confidence that everything will be handled professionally. Know the weather/current conditions and be able to suggest line configurations and offer approach assistance.

(0:37) Have someone at the dock before the boater arrives. It is helpful if they are in a colored shirt easy to spot from a distance. They should be waving to make visual contact with the pilot.

(0:31) Listen carefully to the person handling the lines, male or female. If it is a couple it is often the female who will be at the lines. If she gives you direct instructions, follow them. If she seems uncertain, gently offer suggestions to help make the docking procedure stress free. However, even the most experienced boater can have a bad landing. If this happens, be considerate. This is the time to let the captain know that conditions were tough and he did a good job.

(0:19) Most importantly make sure your dockhands are helping in bad situations and not making them more difficult. Ensure each one is well trained in proper docking procedures. Train them about how to properly tie a line to a cleat or piling. Perfectly tied lines makes your marina look more professional.

(0:10) Docking situations are stressful. And when they turn bad it doesn't matter who was at fault - it often reflects badly on the marina. Do everything you can to make the experience positive and your marina will be the place boaters want to come back to over and over again.

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

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Calming a Boater's Nerves - Part 1 of 2

(1:22) The most stressful (and even terrifying) time of a transient boater's day is the moment they arrive at your marina. Trust me, it's the truth. Remember that for many transient boaters, they'll be making close maneuvers with something more expensive than their house while in the proximity of millions of dollars of other boats. And by the way, we know that everyone already on the dock is watching how we handle our boat. Making this experience a positive one can be the difference between a happy customer willing to return and one who wants to warn other boaters to stay away.

(1:05) While you can't control a boater's experience level or the weather, there are plenty of things you can do to help make this a no-drama event. And it starts with the boater's first call about dockage. Make sure that the person answering the phone is knowledgable about boating and your facility. There is no such thing as simply taking a reservation. This is a time to make a good personal contact, provide confidence, and exchange information. Make it very clear to the boater that you're standing by with assistance, docking help, and expert guidance. Give them clear instructions about when to contact you by VHF as they approach.

(0:46) Don't leave anything to chance. Everyone who answers the phone or VHF must have accurate answers to questions about depths, current, shoaling, and any other issues there might be while approaching your marina from the boaters perspective. You should understand where the boater might have a problem or confusion and be able to offer assistance. Don't wait for the boater to discover a shoal area or get caught in a strong current. Warn them ahead of time and if possible, offer helpful suggestions. I'd much rather wait an hour for a time when the current is reduced than lose control of my boat in a tight docking situation.

(0:25) Listen carefully to the boater's concerns and plan ahead to mitigate them if you can. For example, if the boater expresses concerns about docking in high winds, consider putting them on a face dock instead of in a slip. As you probably know, transient boaters who don't come in and out of your marina often will always prefer face docks and T-heads because they are much easier to approach and have fewer unknown issues. The first phone call is the time to evaluate potential problems and put all fears of the boater at rest.

(0:06) Next I'll discuss handling the boater's VHF call and approach to your marina.

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

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Seasonal Success

(0:59) Many marinas open on a seasonal basis and even ones that are open year round will have busy and slack times of the year. It is important to modify your promotional messages to match your seasonal business.

(0:47) Not only should your messages change depending on where you are in your business cycle but the frequency which you modify your message should vary.

(0:42) When you are in high season your messages should change frequently. This may seem difficult to do when you are busy but this is the time to squeeze out as much business as you can. Make sure to highlight events in the area which may attract boaters, amenities that are important to your transient boaters, and activities such as shopping, hiking, or museums that offer a reason for a boater to stop by. Use your off-time to setup some messages so you are ready to go when things start hopping.

(0:27) As you move into your slow periods highlight services boaters are looking for such as winterizing, storage, and routine maintenance, if you offer them. Or point out why boaters should extend the season just a bit longer to attend an event or sample a great restaurant when reservations are easier to come by.

(0:16) Remember that even if your marina closes for a season boaters are still using ActiveCaptain to dream and plan their future adventures. Use this time to stress the best features and qualities of your facility. Give them a reason to stop at your marina on their next cruise maybe even offering discounts for earlier reservations.

(0:05) No matter what time of year it is, it's a good time to promote your marina.

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

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Joining the Internet Conversation

(1:04) Previous Minutes have talked about marinas following what is being said about them on the Internet. The next step is to join in on boaters conversations. But to be effective you need to carefully decide where and how to participate.

(0:56) The biggest mistake marinas make is to jump in without a plan. It is important to form a strategy and to ensure that everyone knows and understands it. Once you have determined how you want to position your marina and have listened so you understand how your marina is currently perceived, it is time to think about joining the conversation.

(0:46) Think of this as a party. You are the newcomer. Those already in the clique will be watching and evaluating your participation. You only get one opportunity to make a first impression. In general, it is critical that communication be relevant and noncommercial.

(0:38) How should you respond to messages? That depends on the message. If you are being praised or presented in a positive light, the first thing to do is to thank the site. This simple act can increase the goodwill and the likelihood of being mentioned positively again in the future. Consider linking to the site or including quotes on your website if this is allowed.

(0:28) If you find information that is incorrect, politely contact the website with the correct information. No site wants erroneous information. Never make demands of a site. It simply will not work and will place you in a poor light.

(0:20) A great way to get in on the conversation is to participate in one or more of the major boating forums. But first listen, observe, understand the dynamics, and learn the forum rules. Most forums have rules governing how commercial entities can participate.

(0:13) Think about the areas of expertise you and your employees possess. Then consider how this expertise can be offered to the forum putting the marina's name before boaters and creating goodwill.

(0:06) By becoming an active participant in Internet conversations you can attract new boaters and inform and maintain your current customers.

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

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Finding the Conversations

(0:57) Of course, I believe that ActiveCaptain reviews are a great way for a marina to find out what the boating community is saying about your marina. Make sure you read and respond to every review you receive. However, there are plenty of other places on the Internet where boaters are talking.

(0:45) So how do you find out who is talking about you? A good starting place is to discover how boaters are finding their way to your website.

(0:39) It is important to be running Google Analytics or some other statistics generating service on your website. Google Analytics is free and will allow you to track traffic to your website. It offers information such as the number of visits, pages viewed, etc. But it also allows you to see how users are finding your website.

(0:29) This information can provide some clues about how boaters are coming to your site. If they found it through a Google search, it will show what the search terms were. If it was a link from another website, it will show the referring site and page. This not only shows where boaters are finding you but also provides clues about the other sites your customers are using.

(0:17) Sites that are generating a lot of traffic for your website should be investigated to find out why. Is the message presented on the referring site accurate? If it's a positive reference from a boater, is there a way to thank them? Is there a way to create more positive referrals?

(0:07) Successfully leveraging the Internet is a cost effective way to increase your business. Make sure you know where potential customers are finding you.

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

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Making the Most of a Positive Review

(1:02) It's great when a customer compliments your marina. An honest assessment from a happy customer is worth more than pages of glossy pictures and professionally written prose. It's what any good business strives for. Make sure you're getting everything you can out of these marketing gems. The best way is to have a plan. Here are four things you can do to maximize your positive reviews.

(0:50) 1. Say thank you. Make sure you always acknowledge a customer who has praised your marina. This simple act not only reinforces good feelings, it will make them more likely to visit again and to tell others.

(0:41) 2. Show your employees. Share positive reviews with your staff. Many marinas post glowing ActiveCaptain reviews on bulletin boards with a "way to go" message. If you are part of a large organization make sure management knows, especially if a staff member is called out in the review.

(0:33) 3. Show your customers. Let boaters know what the world thinks. Display positive comments on your website. Consider a testimonial section or simply display them on your home page. Reviews from the ActiveCaptain site can be displayed on another 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.

(0:19) 4. Discover how you can do better. While compliments certainly make everyone feel good, this is not the time to rest on your laurels. Even 5 star reviews will often have a mention of a disappointment or 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.

(0:08) Customer reviews are telling you loud and clear what boaters want. Pay attention, learn from their comments, and use this knowledge to bring more boaters to your marina.

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

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The "Wow" Factor

(1:02) It's often the little things that can have the biggest impact - small touches that are out-of-the-ordinary, special, or memorable. They don't have to cost much but can still create a buzz, make your customers go "Wow!", and generate that invaluable commodity: word-of-mouth marketing.

(0:52) We've seen many examples of this in our cruising travels. The bottle of wine boaters receive at Utsch's Marina. The hot tub at the Marina at Ortega Landing. The incredible friendliness at Portside Marina. Morehead City Yacht Basin's rental car discounts. The ActiveCaptain hat...

(0:41) We've heard about marinas that deliver a morning paper or muffins to the cockpit. Dowry Creek Marina, the highest rated marina on ActiveCaptain, organizes potlucks and other cruiser events. And of course there's the 32 ounce prime rib at Coinjock Marina.

(0:32) What are you doing to make your customers go, "Wow!"?

(0:29) Consider what's available to you that can offer that little something extra a boater will remember. Make your clubhouse or meeting area available for boaters to meet for cocktails and potluck hors d'oeuvres. Keep small bottles of shampoo in the showers for those who forget. Involve nearby businesses. Offer coupons for discounts at restaurants. Convince a bakery to provide a basket of cookies at check-in.

(0:12) Not sure what you have to offer? You can start by ensuring that every boater is greeted at the dock by a helpful, friendly, and knowledgeable dockhand who ensures the boater is safely settled in, answers all the boaters questions, and even offers information about what's available in the area. Now that would make me go "Wow"!

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

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Do You Have a Review Growth Strategy?

(1:00) Increasing the number of boater reviews for your marina is critical for success on the Internet. A large number of reviews offers recognition as a destination, gives your ratings credibility, affords a chance for your happy customers to be your sales people, and can minimize the impact of an errant negative review.

(0:48) Encourage happy boaters to leave positive reviews. Many marinas are hesitant or embarrassed to do this - you shouldn't be. Most people like to offer their opinions and are more than happy to support businesses they like.

(0:40) An easy and often effective approach is to post positive comments in a location where your customers will see them, along with a reference to the review site. This simple action is not only a good way to promote your positive points, it can inspire a happy customer to do the same. Post positive reviews on your website with a link back to the review site making it easy for other customers to leave reviews.

(0:25) Do not discount the simple idea of just asking for a review. Few businesses ask their happy customers to speak out. When a customer comes in with compliments, mention how important happy customers like them are to your business. Provide a link to a review site. Point out other positive comments you have posted up.

(0:15) The restaurant industry has been doing this for some time. Some restaurants have been known to install computers open to the most popular review sites so customers can go online before leaving the restaurant. They understand the growing importance of customer reviews for their business's success.

(0:06) You've worked hard to build a good business. Make sure you are getting all of the recognition you deserve.

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

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Keep Your Message Fresh

(1:00) Paper, the printing press, digital publishing, the World Wide Web: these are all advances that fundamentally changed the way we communicate and even live. It is a common mistake when faced with new and radically different technologies that we fail to take advantage of what is new and different and simply try to use the new technologies in old ways.

(0:51) So we see website content that never changes. Banner ads that mimic an outdated print ad. And other static messages appearing on a medium where the power lies in it's dynamic nature. To fully take advantage of the Web's power you need to keep your content and messages fresh and dynamic also.

(0:42) Give your customers a reason to visit your website again and again by having timely, useful content. Include upcoming events happening in your area, any news about your facility, recent photographs, and anything else that boaters will find helpful.

(0:33) Make sure that you are updating your messages to reflect changing seasons, upcoming special events, special offers, or simply to experiment with the message you give. You can modify your messages as often as you wish. This allows you to try something new, different, innovative, and measure the results. Then try something else to determine the type of messages that attract new business. You should update your messages weekly or monthly, don't let them become stagnant. This will generate interest and freshness and attract boaters to come see what's new electronically.

(0:08) Success today requires effectively using every tool at your disposal. Don't waste the power of the Web. Work its advantages and you will see more business.

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

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Negative Reviews - When It Happens

(1:17) 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:

(1:08) 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.

(0:57) 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.

(0:49) 3. Decide if and how to respond. Communicate with the boater. 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.

(0:37) 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.

(0:27) 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.

(0:15) 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.

(0:07) No person or business likes to hear negative feedback. But a negative review can help you improve your business and even rally the boating community behind your marina.

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

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Negative Reviews - Have a Good Offense

(1:10) 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. It's also true that some customers just can't be satisfied. The issue isn't receiving the negative review, it's having a solid strategy for handling them.

(0:58) 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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Listening on the Internet

(0:55) Manage your Internet presence well and you can gain new customers; do it poorly and you will fall behind. Success requires an understanding of how potential customers are using the Internet to make their purchase decisions. A lack of understanding will lead to a marketing message that is ineffective at best, detrimental at worst.

(0:42) The Internet gives you access to potential customers on an order that no other communications medium has ever done before. You can reach far more boaters for far less money. But it also allows your customers to broadcast their own messages about the businesses they frequent. You need to know how to manage the conservation.

(0:32) If you are new to tracking your presence on the Internet, you should take some time and just listen. Listen and understand how you are perceived, what boaters view as your strengths, and where things could be improved. You need to listen objectively to really understand how your marina is perceived. Is it what you expected, or want? It's not always an easy thing to do especially if the messages are not all positive. But not knowing is far worse.

(0:14) Google has a great tool for following what others are saying about you on the Internet. Google Alerts allows you to track the places you are mentioned on a website, in a news story, on a blog, or in a forum. It lets you stay on top of what is being said by others right now. This is an invaluable tool for managing your Internet presence. It is one that you should start using today.

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

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Website Waste

(0:58) If you're paying more than about $20 a month for your website you're paying too much.

(0:54) Having a website is critical to success today but make sure you are putting your dollars where they can have the greatest impact. The first step is to stop paying big bucks to host your website. Instead signup with one of the many low-cost hosting sites such as Network Solutions.

(0:46) Next take the hundreds (thousands?) you are saving and find a good graphic designer in your area who has experience creating websites. Nowadays it's an easy search. Have them look over your site to ensure it is pleasing and accomplishes what you want.

(0:38) Today there is no need to have a "computer guru" do your website. There are a wide variety of tools that make it trivial to do, once you have a good design. So spend your money on the website design, not the implementation and hosting.

(0:30) Have them create the site ensuring that you can easily edit the content. Yes, you can do it. There are tools that make this easy and you can readily learn how. Your website is part of the changing digital world, not a stagnant print piece, so it is important that you update it frequently.

(0:20) I'm always amazed when I go to a marina website and see pricing that is years old, announcements for events long past, or even copyrights from 5+ years ago. The impression it gives is worse than not having a website at all. Make sure you or someone on your staff can update your website content without going to someone else. Then make sure that it is someone's job to keep your website content up-to-date.

(0:04) Take control of this valuable tool today.

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

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Work the VHF

(1:13) The VHF radio can be one of your best marketing tools. No, I'm not saying that you should send ads out on the radio - that would be against the law and would probably just irritate boaters. But that doesn't mean that lawful, helpful, and professional use of the VHF radio can't enhance your reputation, get your marina in front of boaters, and help bring you more business.

(0:59) Every marina that accepts transients on their docks must ensure that someone is always available to promptly, courteously, and professionally answer the radio. Every boater who hails your marina must receive an immediate response. Remember, often this is the first interaction the boater has with your marina. Don't leave boaters with the feeling you don't want them because you're not responding to their call.

(0:44) I have often heard a boater who repeatedly hails a marina with no reply and then hails a competitor's marina. If you are unable to have someone stationed in the office at all times, then invest in some handheld VHF radios (with belt straps).

(0:34) But the usefulness goes beyond responding to a boater's call. Every time your marina's name is broadcast on the VHF most boaters within a 5 to 20 mile range hear the call. Make sure everyone who uses the radio knows the protocols and projects a professional and friendly image.

(0:22) Consider responding to the calls for a radio check with, "Your call was heard by My Marina in My Town." Not only is your marina name heard by all boaters but you appear engaged and ready to help.

(0:14) Every interaction with a boater has an impact on their impression of your marina and therefore on the review they may write. Make sure that every one is projecting the image you want, including the ones on the VHF radio.

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

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Don't Guess, Ask

(0:58) One of the biggest mistakes that businesses make is not knowing what brings customers in. They spend (waste?) their marketing dollars on poor performing or out-of-date marketing programs because they don't really know what works and are afraid to stop a promotion for fear that it's "the one".

(0:45) Let this be the last year you spend marketing dollars on dead campaigns and the year you find out what actually brings in boaters. How? Ask.

(0:39) Every boater that enters your marina must be asked what brought them there. This has to be a required part of every check in, phone inquiry, or request for information. Put it on the check in form with some selections and let the boater check off the one that brought them to you. Customers are happy to tell you and may even elaborate on their favorite source. Of course, sometimes it's easy, just look for the ActiveCaptain hat.

(0:23) Never stop asking. To ensure you are always making the best use of your resources you need to continue to ask the question. This is the only way you can stay on top of changes in the market. Print ads that worked years ago have little impact in today's digital world. New players enter the market offering innovations that can make existing ones obsolete.

(0:06) Make sure you know what sources are bringing you revenue and which ones can be put to bed.

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

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Welcome to The Marina Minute

(1:00) The Marina Minute takes just a minute of your time each week. That minute will help you market and promote your marina, suggest ways to maximize your impact, and provide ideas to help you take advantage of the new technologies available, like social media. I'll cover common questions, new ideas, new features, new technologies, and any topic that can help give you an edge and attract more business.

(0:44) My topics will come from my own experiences in high-tech marketing, my 9 years of cruising and living aboard, and experiences learned from you and my fellow boaters. I want you to be successful because not only does that impact the success of ActiveCaptain, but it also improves the entire boating community. My community. When that happens, we all win.

(0:29) So watch for The Marina Minute in your inbox every Tuesday. Give me a minute and I'll give you a new idea, a new perspective, a new twist, a new way to think about how you reach, win, and retain your customers.

(0:19) But it doesn't stop here. Follow The Marina Minute on Facebook where we can share thoughts, opinions, questions, and ideas. Use LinkedIn to participate in open discussions with your peers. Sign up for Twitter and I'll let you know when new topics have been added to The Marina Minute blog. The blog will compile every Marina Minute to give you one place to revisit past messages and lookup ones you missed.

(0:04) Just one minute, once a week.

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

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