(1:04) This week's Minute will be a deviation from my usual marketing musings. I want to take a minute to address the relationship between ActiveCaptain and Weather Underground that was announced last week. This is big news that could have a significant impact on your business. I believe it is important that you understand the implications.
(0:58) Last Tuesday Weather Underground announced that they would use the ActiveCaptain knowledgebase for the new sailing and boating section of their website. You can view the press release here:
http://www.wunderground.com/about/pr/news.asp?date=20120821
(0:53) ActiveCaptain already has 16 third party marine navigation applications supporting our knowledgebase running on a variety of desktops, laptops, and mobile devices, and that's not counting the Garmin apps which will be released shortly. Every one of these applications offers significant value to boaters and marinas as they present valuable data at the moment boaters are planning and making their decisions (hmm, sounds like a ZMOT). And we continue to work with other developers to support new apps.
(0:42) It would be easy to lump the Weather Underground announcement into this same category. But it is different in some significant ways. Ways that could help drive more boaters to your marina.
(0:37) First, Weather Underground is one of the largest weather websites serving up to 1 million visitors a day and ranked the 151st largest website in the US. It's sheer size will mean that far more boaters will have access to your marina data. But it will also mean reaching a new class of boaters, one that is far larger than the traditional cruising boats.
(0:29) We know ActiveCaptain data is the number one information source for transient boaters. The reasons for these boaters to seek out our data are compelling. But what about the larger population of non-transient boaters? Day trippers, picnic boats, sport fishers, weekend boaters, day sailors, and numerous other boaters all turn to Weather Underground for weather predictions before heading out on the water.
(0:20) As one of the most popular sources of weather information on the web, Weather Underground reaches virtually all boaters. And now, so will you. All ActiveCaptain data including details, reviews, and Sponsor specials will be available on the Weather Underground site. What will they see when they look at your marker?
(0:13) It is now more important than ever to keep your data up-to-date and complete. Think about the services you can offer to these local boaters - fuel, ice, repairs - and make sure they are included in your marker. Check out The Marina's Guide to ActiveCaptain for help:
http://activecaptain.com/sponsors/marinasGuide.pdf
(0:06) Don't pass up this opportunity to win more business. Tell the world what you have to offer. It's the perfect way to ensure boaters see you during their ZMOT.
(0:02) And that's the marina minute.
(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.
(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.
(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.
(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 or even a political candidate, 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, using, or voting for.
(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, even to politics. 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.
(0:02) And that's the marina minute.
(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 a few Minutes 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 delve into more detail in the following Minutes 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.
(0:55) Every review or comment that is submitted to ActiveCaptain comes through my inbox. There was a time when I read every one - it was a great source of marketing knowledge. Today we receive far too many for me to read them but I do skim, glance, and read over some.
(0:49) Over the past few weeks I have noticed numerous reviews addressing how marinas handled situations where a boater was in need of help. It may have been an engine or mechanical problem, a grounding, or even a sick pet. The boaters were typically passionate about how well, or poorly, their situation was handled. They may be some of the most passionate reviews I have read.
(0:39) That got me thinking about how critical it is to handle these high emotion situations well. A little help at those times will be remembered forever. The boater needing help will tell hundreds of other boaters, be more likely to write a positive review, and come back over and over.
(0:32) It also got me thinking about two pieces of advice I've given in previous Marina Minutes, "The VHF radio can be one of your best marketing tools" and "It's hard to write something negative about a friend." Let boaters in trouble know that you are a friend there to help when they need it most.
(0:24) Make sure that the person monitoring the radio - remember someone needs to always be monitoring the radio - is trained on how to offer assistance to boaters in need. Be ready to accommodate boaters needing help by either bringing them into your docks or directing them to an appropriate location. Have emergency numbers readily available.
(0:16) This is the time to go that extra step. Do not hold unreasonably to rules or policies. Do not tell the trawler limping in on a single engine that the face dock is for mega-yachts. Don't tell the anchored sailboat with a medical problem that only slip holders can tie-up a dinghy. When we are in crisis the smallest act of kindness will be appreciated and remembered. You will be rewarded many times over by the goodwill generated. Plus it's just the right thing to do.
(0:02) And that's the marina minute.
(1:00) You know it's important to focus on what happens before a customer leaves a review. Make sure you've set realistic expectations and that the experience exceeds those expectations. Provide a Wow factor. Ask for the review.
(0:54) But what you do afterwards can also have an impact on future reviews. This includes your reactions to updated reviews and new customer reviews. It is critical that you monitor your reviews and respond appropriately. Do not leave this important medium to chance.
(0:47) Every boater who leaves you a review should receive a response. Every boater.
(0:44) Responding to a positive review reinforces their good feelings making the boater more likely to return to your facility, tell others about the experience, and write future positive reviews. This in turn motivates other boaters to also write reviews. Who doesn't like to know they're being listened to?
(0:35) For maximum impact thank them in person if possible. It's not unusual for a boater to leave their review while still at your facility. The moment a review is written, we send you an email. By monitoring the reviews that come in, you can stop them on the dock or even stop by their boat. This type of personal interaction will have a huge impact. In fact, they often result in a gushing email to me.
(0:20) Respond to negative reviews to let them know you are always listening. Let everyone know you are interested in their experience. It's your chance to turn around a negative experience or at least get them to give you another try. But don't delay. The National Association of Retail Marketing Services 2010 study showed that 95% of unhappy customers will return if an issue is resolved quickly and efficiently.
(0:06) Let the boating community know you are listening. They will reward you with more reviews and more business.
(0:02) And that's the marina minute.
(1:05) It is important that you make the most of whatever marketing budget you have. When was the last time you evaluated your marketing programs? It is likely that strategies that may have worked in the past are no longer having the same effect.
(0:54) There can be no denying that user reviews have risen to the top for influencing customer decisions. So, it only makes sense that they should weigh heavily in your marketing plans. However, I find that some marinas are uncomfortable and even skeptical of the review process. This is not a view you can afford to keep any longer.
(0:45) Why? Because no matter what you feel, customers are embracing user reviews and in a big way. Don't take my word for it. Just look at a handful of the hundreds of studies done in recent years:
- 97% of UK consumers claim to trust online reviews and over two thirds state that product ratings and reviews are the most helpful feature when researching products. [Jupiter Research, 2007]
- 87% of respondents said they would trust a friend's recommendation over a review by a critic, while 84% said they would trust user reviews over a critic. [Marketing Sherpa, 2007]
- 75% of consumers do not believe companies tell the truth in their advertisements according to Yankelovich research. Further, consumer reviews are trusted 12 times more than product descriptions by the company according to analysis by eMarketer.com.
- Review readers noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. [comScore/The Kelsey Group, October 2007]
- 97% of consumers who made a purchase based on an online review found the review to be accurate. [comScore/The Kelsey Group, Oct. 2007]
- 88% of respondents reported that they had posted or planned to post positive reviews about their online shopping experience. [Nielson, 2007]
- 94% of reviewers reported wanting to support good travel service providers as being their main motivation for leaving a review. [TripAdvisor, 2007]
(0:07) User generated reviews are becoming the single biggest influence in the decisions your customers are making. Now is the time for you to embrace this medium and use it to build your business.
(0:02) And that's the marina minute.
(1:02) The single best way to increase the number of reviews you receive is to simply ask for them. As simple as this sounds, it is rarely done. It is important that every member of your staff who interfaces with boaters are trained to do this.
(0:54) Asking how your customer's experience was should be a standard part of every transient checkout. Encourage happy boaters to write a review and provide them with a link to the website - "I'm so glad you enjoyed your stay. I hope you'll tell other boaters with a review on ActiveCaptain." Consider including the website link on your checkout documents and circling it to remind them. Of course, if they're wearing an ActiveCaptain hat you can simply tell them you look forward to reading their review.
(0:40) Many marinas collect boater's email addresses as part of their checkin. Every one should receive a thank you email which includes a link directly to your ActiveCaptain marker making it easy for them to leave a review.
(0:29) Make sure to include a link on your website. You can place it on your homepage or consider having a Testimonials page highlighting what boaters have written about your facility. You're welcome to include your reviews from the ActiveCaptain site if you credit us and provide a link.
(0:22) Whenever a boater compliments you, your staff, or your facility, it is the perfect time time ask for a review. "I hope you'll tell other boaters on ActiveCaptain." I think you'll find that savvy boaters understand the importance of online reviews today and will want to keep their favorite marinas in business.
(0:14) Don't forget your long-term slip holders. Who knows the advantages of staying at your marina better? Ask them to let the boating community know why they have chosen your marina for their homeport.
(0:08) Building and maintaining a top notch marine facility takes hard work and dedication. Don't be shy. Be proud of what you have accomplished. Ask boaters to help you spread the word. You'll be pleasantly surprised by the results.
(0:02) And that's the marina minute.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
(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.
