(1:00) When a transient boater comes into your marina, do you know where they came from? Do you know where they are going next? This information could be helpful in developing a strategy to draw more transients into your marina.
(0:51) As boaters move along common waterways there will be natural stopping places based on distances, boat speed, amount of daylight, and even services available. These points will frequently develop into patterns and knowing those patterns can provide insights into how to reach more boaters. If you are already well positioned with a stream of transients you will want to reinforce that habit. If you are not filling your transient spaces it could be that boaters are hopping over your location because you are either too close or too far from the last and next stops.
(0:37) Start by asking boaters where they have come from and where they will be headed next. It needn't be an interrogation but can easily be part of a welcoming chat. We all like to talk about ourselves and what we are doing. Write down the responses you get and look for patterns by boat type. Are they coming from a specific marina or from an anchorage? This can help you determine the typical distances they are traveling.
(0:26) Think about the marinas they may be visiting in the days before they reach you and after they have left you. Consider contacting those marinas for some cross marketing. Explore how you might work together to make it easier for boaters to move from one marina to the other. Some possibilities might be offering joint discounts or simply having information about the partner marinas displayed and available at checkin or in your welcome packet. This is especially effective if the before or after marina is similar to yours and will attract the same types of boaters.
(0:13) If you find that you are in a location that is an awkward hop, it's even more important to try and work with other marinas who probably have the same hop issues. Work with them to find ways to entice boaters to change their old habits and try something new.
(0:05) It will take some work, some creativity, and some patience, but the results will be real and long-lasting.
(0:02) And that's the marina minute.
(1:03) We have been cruising aboard aCappella for 10 years now and during that time we have witnessed many changes. The most dramatic have been in the area of technology. Cruisers are far more technically sophisticated and are expecting certain services when they pull into your docks. When a cruiser comes into your facility they now expect that you will have a good quality WiFi system.
(0:54) A very common question I received just a few years ago was, "Should we install WiFi?" Today it is hard to find a marina that does not offer this service. Unfortunately, too many marinas are treating WiFi as merely a check off item. Boater reviews show that this isn't good enough. If you want to be viewed as a marina of choice you must have good quality WiFi that works consistently.
(0:46) Although this shouldn't be a budget breaker, you do have to spend some money and do it right. Not having reliable WiFi that runs at a reasonable speed is pretty much guaranteed to shave a point or two off of a boater review. You must make this a budgetary priority.
(0:39) One of the things we love about what we do is stopping in to chat with our Sponsor marinas. We use our real life experience and marketing background to help them reach their goals and see things though boater's eyes - we don't hold back telling them what we see and think with the goal of being constructive and helping them to become more profitable. Many want us to look around and let them know what they can do better. It is surprising to us how many are still spending money on outdated technologies such as phone, cable TV, and clubhouse workstations. I do not believe there is a single review for any marina in ActiveCaptain that has mentioned, let alone complained about the lack of these services.
(0:25) Today's cruising boat has 2 mobile phones (at least). Almost every cruising boat has two laptops onboard along with an iPad or two. Boaters are bringing their technology with them and are looking for a way to connect to the Internet. Now is the time to evaluate diverting money from phone hookup and cable TV into a high-quality WiFi setup.
(0:15) Look around your marina at the services you are offering to boaters. Make sure you are focusing on the ones that will bring them in and eliminate the ones that are no longer relevant. Expenditures have a way of lingering long past their usefulness. Make sure you're spending your budget where it counts.
(0:07) We'll discuss some specifics about WiFi technology and things to consider in future Minutes. There are some marketing, branding, and a variety of technical issues that you should know about before enhancing your WiFi access.
(0:02) And that's the marina minute.
(0:51) It's a good idea to follow the weekly ActiveCaptain newsletter because it tells you what we're telling boaters. Last week we made a news flash about the release of Garmin's new iPad/iPhone app. Garmin's BlueChart Mobile software is a full navigation system which includes support for ActiveCaptain data. This is a killer app that will have a significant impact on your business. If you haven't read about it you can see last week's announcement by following the link below. Tomorrow's newsletter will go into more depth - don't miss that either.
https://activecaptain.com/newsletters/2012-11-28.php
(0:40) The release of the Garmin application can easily double the number of boaters accessing ActiveCaptain data. We're already seeing a rise in new accounts. This means that more boaters will be seeing your marina details and reviews, your promotional messages, and your Sponsor specials. Make sure you are taking full advantage of this new opportunity to attract boaters to your marina.
(0:31) Examine your marina marker today and make sure that the information presented is complete and up-to-date. If you carry fuel, did you receive and respond to yesterday's fuel update email? If you are not receiving the fuel update, please let me know and I will ensure that your contact information is current.
(0:24) Is your review strategy working? Make sure everyone at your facility is bringing in positive reviews. Need some help improving your ratings or receiving more boater reviews? Check out the Marina Minute blog. It contains all the past Marina Minutes, many of which offer tips and suggestions for obtaining positive reviews.
http://www.themarinaminute.com/
(0:16) It is now more important than ever to keep your data up-to-date and complete. Think back to the ZMOT discussion and remember that today's consumer expects to find information anytime, anywhere, at the moment they want it. If you don't provide the information, they may move on to your competitor. Check out The Marina's Guide to ActiveCaptain for help:
http://activecaptain.com/sponsors/marinasGuide.pdf
(0:07) Don't pass up this opportunity to win more business. Tell the world what you have to offer. And if you have an iPad or iPhone then check out this new app in the iTunes store today - BlueChart Mobile by Garmin.
(0:02) And that's the marina minute.
(0:58) Whether you're running a marina, a boat yard, or a facility that offers both, the key to success is through exceptional customer service. Customer service refers to every interaction that every member of your organization has with the boater. It is the accumulation of these interactions that will create the impression that the boater will have of your marina. It will determine whether the boater returns and what message will be conveyed to others - that all important word of mouth advertising. Even a single negative interaction can have a significant impact on the boater's impression.
(0:48) It is common to focus on marketing as the way to increase business and profits, and there's no question that great marketing can bring you new customers. But true success is developing customers that will come back again and again while telling their peers. After all, a satisfied customer is your best salesperson.
(0:41) Good customer service is designed to meet the needs of your targeted customer. Understanding and meeting those needs better than your competition will bring more boaters to your facility. Today's consumers are more educated, better informed, and have higher expectations. And, as we've discussed before, they communicate with others online.
(0:33) Your services must be designed to meet and satisfy the needs of boaters. By its very nature this is not a one-size fits all proposition. You must treat every interaction as unique, focusing on specific needs at the moment.
(0:27) Surveys show that most customers do not return to a business because of an indifferent attitude from owners, managers, and/or employees. Unfortunately, only a small percentage will let you know they had a problem. Most will simply leave and not come back. Yet they will tell others about their bad experience whether in person or online.
(0:20) You can never address the importance of good customer service with your employees too much. It is also up to you to make sure they have the knowledge, tools, and flexibility to provide high quality service and to fix a problem when it arises. Handling a complaint quickly can in itself create strong customer loyalty.
(0:14) Remember, retaining your existing customers through good customer service is the most cost effective way to increase revenues. According to Vic Hunter, author of Business to Business Marketing, it can be 30 to 40 times more expensive to acquire a new customer than it is to manage existing customers. Therefore, a 5% increase in overall customer retention equates to a 25% to 55% increase in profitability of a business.
(0:05) Good customer service is good for boaters and good for your business.
(0:02) And that's the marina minute.
(1:04) I frequently notice reviews with some version of "I would have given them 5 stars but" followed by some criticism. If you receive one of these, do not ignore it. They are usually pure gold. This is a boater telling you that you are a terrific stop along with specifics on how you can be even better.
(0:56) Examine your reviews for these and look for any patterns. Then form a plan to address the issue(s) to ensure you are a 5 star facility.
(0:52) There will be complaints that will be completely in your control and ones that are outside of your control. Obviously, if the issue involves a less than attentive dockhand, showers that need a scrub, or some other less than perfect aspect of your facility, address it now. Consider responding to the review with your own review thanking them for bringing the problem to your attention and stating how you addressed it.
(0:42) If it is something beyond your direct control (no restaurants or grocery stores nearby, or lack of a pump out, as examples) look for ways to mitigate the problem. More and more marinas in the US are providing boaters with transportation to services that are nearby but too far to walk. It could be loaner bicycles, a shuttle service, or a courtesy car. A courtesy car is guaranteed to add a star or two to any transient review as long as the procedures are reasonable to use the car.
(0:30) Make sure you are aware of services offered in the area that can address boaters needs. If you can't provide pump out is there a pump out service that would come to your facility? You may not have a pool or workout room but is there a gym or hotel nearby you could work with? Become familiar with what services are available around you and how you can make them accessible to boaters. Then get the word out, on your website, in your ActiveCaptain data, and in your welcome packet.
(0:18) If services are not nearby then focus on what unique features you do have. I have said several times that boaters are not looking for the same things every time they pull in. Sometimes all I want is a good grocery store, sometimes I'm ready to be a tourist, sometimes I just want a quick fuel up and place to spend the night, and sometimes I'm looking for just peace and quiet. By their very nature most boaters want diversity in their lives. We live on a boat and travel from place to place - most of us don't need nor want each stop to be the same.
(0:05) The real key is to appropriately set each boater's expectation and then deliver more than you promise. That is what makes a 5 star marina.
(0:02) And that's the marina minute.
(1:01) I'm often asked what it is that transients are looking for when they are planning their destinations. Specifically, what should a marina include on a marina's website?
(0:55) For most transients, your marina and the surrounding area will be unknown to them. It's your job to provide them with the information they need to plan their stop. Think back to a time when you moved to a new and unfamiliar place. There were many things you needed to discover from the nearest grocery store to where to get your haircut to the best restaurants. Some of us are old enough to remember the Welcome Wagon. This was an organization that would knock on the door of someone new to the neighborhood with information about the businesses and services available. Think of your website as the modern version of the Welcome Wagon.
(0:42) Make sure that you have accurate approach and docking information. Include the maximum LOA, beam limits, and depths on the approach and at the dock. This is not the time to be optimistic. It is better to send a boat away if the draft will be an issue than to have the boat sitting on the bottom at low tide (while writing a 1-star review). Trust me, I've seen it happen many times.
(0:32) Offer information about the approach and don't fail to let them know if there are shoaling areas or tide and current issues. Again it is better that I am prepared and can plan accordingly than for me to have a problem. A problem during a boater's approach or docking will set the tone for their stay, how they remember your facility, and what they tell others.
(0:24) Let them know the amenities you offer at the marina and what is nearby - showers, laundry, a pool, groceries, medical and veterinary care, rental cars, restaurants, hair salons, and banks are just a few of the things that a cruiser might need. Consider having an events calendar with festivals, fairs, or other functions that might attract a boater to your marina.
(0:16) Don't worry if you don't have every service possibly desired. Not every stop requires all services. Highlight what you do provide whether it is a one-stop place to get it all done, a tourist destination with much to do, a quiet spot with natural beauty, or a quick overnight for cruisers on the move. Each offers something. The key is setting realistic expectations and following through.
(0:08) And remember to keep all of this information up-to-date in your ActiveCaptain marker as well. For many cruisers this will be their first encounter with your marina and the place where they will click on your website link. Give them a reason to check you out.
(0:02) And that's the marina minute.
(1:00) In today's world websites are critical to the success of any business. Small or large, product or service, high-tech or low-tech, customers expect to have access to the information they seek 24/7/365. By now most marinas have a website and that's great. But is your website providing potential customers with the information they seek?
(0:52) It is not uncommon to find a site that contains no real information, outdated information, hard to find information, or just the wrong information. For your website to have the impact it needs you must provide boaters with the information they are looking for, regularly update that information, and present it in a way that is easily accessible and pleasing to use.
(0:44) Take some time and think about what types of information a boater is seeking when they come to your site. If they don't find it there but they do on your competitor's site, you are making it easier for them to go elsewhere. I have heard the argument, "We want them to call us instead." It's not about what you want. It's about what your customers want. And today they want access any day, anytime.
(0:35) There are two mistakes I see on many marina websites. The first is sites that are rarely or never updated. Seeing an announcement for an event that is months or years old on your homepage is a very bad sign. It tells me I can't trust any of the information I see. And it tells me you are not thinking about what I need. Update your website regularly. Depending on your focus, that could mean daily, weekly, or monthly updates. For example, if you compete on fuel prices you had better have your prices displayed and ensure they are up-to-date daily - and show the date. If your marina is in a popular tourist location you may want to update your website weekly with events.
(0:19) The second mistake is not providing the information I want. Your site needs to tell me what you offer: services, amenities, local attractions, etc. Then I want to know what it will cost. Do not hesitate to include transient slip pricing, fuel pricing, your rates for repairs and services. How much business do you think Amazon would get if I had to call to obtain prices?
(0:11) Some marinas are hesitant using arguments like, "My competitors will get my pricing." or "What if they think my prices are too high?" A good competitor will know your pricing anyway and if your prices match your services you needn't worry. Let's be honest, eventually, your customers will discover your prices. Making it hard for your customers only increases the likelihood that they will go elsewhere.
(0:02) And that's the marina minute.
(0:55) We all like to hear compliments. This is true personally and in our business lives. While it is always a good sign if your customers are happy and it's helpful to know what you are doing right, you can learn more from one honest negative review than from a dozen positive ones. Do not shrink from a negative review; embrace it, learn from it, react to it, and turn it into a positive for your marina.
(0:45) The issue is not receiving a negative review. You'll all get one sooner or later. It's what you do afterwards. Let's be honest, there's room for improvement in all of us. The best way to find out what you can do better is to listen to what your customers are saying.
(0:38) The reality is that you will find no more honest assessment of your marina than through boater reviews. The old channels of communication with customers tended to create a disconnect making it more difficult to discover your customers' honest feelings. That is no longer the case. Today your customers expect to communicate directly in ways that amplify their thoughts and opinions. You need to be listening.
(0:26) It is critical that you have a strategy for reacting to boater complaints. The simple act of acknowledging a complaint or problem will increase the goodwill boaters have for your marina. After all, we all want to be heard. By listening and responding to boaters' reviews, you can create long-term loyal customers.
(0:18) A study by Maritz Research conducted in 2011 on businesses response to negative reviews found that 83% of the survey participants who received a response said they liked or loved hearing from the company they complained about. Our experience is that many of these boaters will go on to modify their review making it more positive.
(0:10) Do not think of a negative review as all bad. They offer you the best opportunity to find out where you may be letting your customers down or what new amenities they are looking for. Use negative reviews as a guide for what you can do better. Knowing where and how boaters want you to improve allows you to focus on the improvements that will bring you more business.
(0:02) And that's the marina minute.
(0:57) I'm chatting with a marina owner about the best way to fill his empty spaces when he suddenly asks, "Should I get a Facebook page?" "Why would you do that?" I ask. "To get more customers," he replies. "How will that bring you more customers?" No reply.
(0:49) It's easy to feel like you're missing the boat - pun intended - when there's a new idea or medium available that you are not using. But to use any medium effectively you need to understand what it can and cannot do for you.
(0:42) Like any tool, there are things that Facebook does well and things it is not well suited for. In my opinion, having a Facebook page is a good way to communicate and keep your current base of customers happy and loyal to your marina. Remember the adage that it's far easier to keep your existing customers than to bring in new ones. However, I question the likelihood that a Facebook page will actually draw in new customers. After all, my "Friends" are, well, already my friends.
(0:30) If you have an active boater community within your marina - a liveaboard community, yacht/boating club, or other regular group of boaters - then a Facebook page is a great way to let them know about upcoming events and happenings, share pictures of get-togethers, and make them feel more involved and part of the group. These are very real benefits for your marina.
(0:21) If you do decide that it makes sense to create your own Facebook page then make sure that it is regularly updated with news, photos, information about events past and future, etc. In today's world of instant access your customers expect your content to be fresh. A stale Facebook page is worse than no Facebook page at all.
(0:13) So what can you do that will bring in new boaters through Facebook? What you are hopefully already doing. Offer every boater a superior experience. Give them reasons to talk about your marina and some of them will talk about it on their Facebook pages. This will offer another critical word-of-mouth medium that will get your marina in front of new customers in a positive light. After all, many of my Facebook friends are fellow boaters.
(0:02) And that's the marina minute.
(0:55) Every Monday morning we send out a fuel update email to marinas in our database. If you have fuel and don't receive one please let me know. If you do not carry fuel and still receive one, click on the Edit link to turn them off.
(0:48) After the 10,000+ emails go out we receive a report on the email addresses that have come back to us. Amazingly the number one reason is an "over quota" or "storage exceeded" error. The number two reason is an invalid email address. These errors occur despite being sent to the contact email listed on the marina's website.
(0:38) Now I'd like to think that you are distraught by the mere thought of missing an ActiveCaptain email. But what should really be bothering you is that if our emails are bouncing back then so are communications from potential customers. Make sure that you are hearing your customers when they try to reach you.
(0:30) Check to ensure the email addresses you list on your website are good and that goes for contact forms too. As soon as you finish the Marina Minute go to your website and try to send an email communication. Make sure you do not receive an error and that it has been received by someone in your organization that will reply. If this doesn't happen, put "get the problem fixed" at the top of your to-do list.
(0:20) I've heard the arguments about too much spam, the boater can just call on the phone, etc. That's the wrong answer. You need to communicate in the manner that is the most convenient for your customers, not for you. Today many boaters will make their initial contact via email. Make sure you are not turning them away.
(0:12) Yes, spam is a terrible nuisance, get a good spam filter and just deal with the rest. Did you shut off your phone in the days of telemarketers?
(0:08) Making communication easy, friendly, and responsive with potential and existing customers is critical to expanding your business and keeping the customers you have. Make sure that you're listening whenever and however they are trying to reach you.
(0:02) And that's the marina minute.
(0:51) What if you had a way to offer an invaluable service to boaters, possibly save lives, all while bringing more boaters to your facility? I know a way you can. Offer CPR courses for boaters at your marina.
(0:46) CPR is a life saving skill that should be learned by everyone. It becomes even more important when you spend some or all of your time living on a boat where medical help is just that much more difficult. The skill is simple and chances are you will be saving someone you love.
(0:39) Over the past few years we have developed a 2 hour Medical Emergencies Onboard course. Response from boaters has been tremendous with over 2,000 boaters having attended. It tells us there is a real need to fill. Whenever we are invited to do our presentation I strongly urge the organization hosting to consider including a CPR course as well.
(0:30) I now want to urge every marina to periodically offer CPR at your facility. It is important enough to draw in boaters who want to have this valuable life-saving skill. In addition, the CPR certificate expires every 2-3 years so offering the course will give boaters a reason to come back to your marina again. Having been a CPR instructor, I think it is valuable to refresh one's skills even more often.
(0:20) Finding certified CPR instructors is pretty simple. Contact the Red Cross, the American Heart Association, or your local fire department/ambulance squad. Fees should be very reasonable and sometimes all they ask is a donation to their organization.
(0:14) You can pass the fee along to boaters or offer the course for free if they dock for a day or two at your facility. Either way you are giving them a reason to come to your marina and creating terrific goodwill.
(0:08) Don't forget to train your staff. Everyone at your marina should be skilled in CPR so that they can provide assistance if needed whether for a fellow employee or a boater. Saving someone's life will be one of the best feelings you will ever have.
(0:02) And that's the marina minute.
(1:05) I've been involved in sales and marketing for 3 decades. During that time I have worked for a variety of companies from Fortune 500 to small start-ups, including a few of our own. I received my MBA pre-Internet when ad campaigns where planned out far in advance as companies had to meet the long delays involved in print and other media of the day. Costs where generally high and it was difficult for small players with limited budgets to participate.
(0:54) Back then large established companies generally had the advantage as they could afford the money and time it took to complete an ad campaign. Times have changed and new times call for new methods. Today, small, nimble, and fast can win if you use those characteristics to your advantage.
(0:46) Advertising successfully today calls for greater flexibility and accountability. I believe there are four requirements which must be met to obtain this success:
(0:41) 1. No long term, inflexible advertising campaigns.
Long term, expensive, inflexible advertising campaigns are only good for the organization that is selling the advertising. Flexibility is key today and you must be able to change your tactics when they do not work or circumstances change.
(0:34) 2. Advertising results must be immediate and measurable.
If anyone tries to sell you advertising and tells you that there's no way to know if there's an impact until months or years have passed, walk away. With results that are immediate and obvious, you can decide what works and what doesn't and then adjust.
(0:25) 3. You must be able to experiment to find what works.
The old ways are gone, the new world is evolving. Success requires flexibility, speed, and experimentation. You need to be able to try things, maybe crazy things. That wild idea might just be the thing that speaks to boaters and brings them in. There should be no time constraints when you're experimenting because that limits your explorations.
(0:13) 4. It's all about partnerships.
Creating win-win relationships creates a very powerful engine of success. Not only are the organizations around you part of those partnerships, your customers need to be your partner too. That will create long-term, passionate customers who will tell everyone they know about you. And on the internet, everyone talks.
(0:02) And that's the marina minute.
(0:58) Fall is a busy transient time here on the US east coast. As we launch into our own cruising season, it has me thinking about how marinas can be more attractive to transients. I previous Minutes, I have discussed boaters' pets and touched on services that are desirable to a transient boater.
(0:49) There's another fairly simple way that you can attract transient boaters. Provide a way for boaters to readily socialize at your marina. Ask cruising boaters why they love the lifestyle, and meeting and getting to know other boaters will be high on the list. Many are drawn to locations where they may run into old friends and make new ones.
(0:42) Facilitating boater get togethers can be as simple or involved as your location and budget allows. Some marinas have arranged dinners with boaters purchasing meals. Others organize potluck meals or happy hours. Some simply provide a welcoming place where boaters can gather.
(0:34) Some examples of just a few such events that we have enjoyed over the years are:
(0:31) The Marina at Ortega Landing holds monthly themed parties in their beautifully appointed clubhouse with a small fee to attend. They also make the clubhouse available for gatherings such as a Super Bowl night with potluck hors d'oeuvres.
(0:24) River Dunes Marina opens their kitchen during the week to offer a Transients' Dinner with a fabulous buffet at a very reasonable price.
(0:19) Isle of Hope Marina has a terrific liveaboard community that holds a weekly potluck with transients welcome.
(0:15) Dowry Creek Marina is known up and down the east coast for its nightly boater get togethers. We've enjoyed an organized dinner, impromptu cocktail hours, and even a Chinese take-out night.
(0:09) Events like these create goodwill for your marina. They bring boaters back and create word-of-mouth marketing as boaters tell others about their enjoyable stay. And of course, a good way to let transients know about these events is with ActiveCaptain!
(0:02) And that's the marina minute.
(1:10) Most marinas depend to some extent on transient business. For some it's their bread and butter, for others it's a way to utilize available slips to increase revenue. While nice docks, clean restrooms, and friendly staff will certainly help you attract these boaters, it's often something far more basic that will draw in a transient boater.
(1:02) Discover what you have to offer that will attract transient boaters and you can bring in more business to your marina. The best way to do that is to think like a transient.
(0:57) To the typical transient their boat is more than a pleasure craft, it's their home. They need the same services you do except they lack land transportation and are usually unfamiliar with the area. Make sure that transients know what is available to them should they come to your marina.
(0:50) Go beyond offering showers and laundry. Consider some of the amenities that will have an appeal to transients. Here is a list of things that can put a marina at the top of my list.
(0:45) 1. Transportation - It is unusual for services to be within walking, or even bicycling, distance. If you are fortunate to have public transportation available make sure to highlight this. Otherwise, consider a courtesy vehicle. This is quite possibly the single biggest feature that will appeal to transients.
(0:38) 2. Shopping - A stop with an easily reached, good quality grocery store is frequently needed. Farmer's Markets are becoming increasingly popular - make sure you're aware of any in the area. But there are many other items a boater will need from time to time, hardware, clothing, household goods, even gift items. What shopping options are available?
(0:29) 3. Services - Haircuts, pharmacies, medical services, exercise classes, yoga studios, churches, massages are just a few of the services that might appeal to a transient boater. If you can offer ready access to them you can draw in those boaters.
(0:23) 4. Mail - Although much can be accomplished online, transient boaters still need to periodically have mail delivered. Even more importantly they need a way to receive packages, mainly for those items they have trouble getting on land. Making this easy will make your marina more attractive to a transient boater.
(0:16) 5. Internet Access - While WiFi access has pretty much become expected by all boaters it is particularly important to a transient boater.
(0:11) 6. Entertainment - Good restaurants, movie theaters, concerts, sporting events, and any other form of entertainment that can readily be accessed from the marina is always a draw for transients.
(0:07) Make sure you are aware of all the amenities at or easily accessible from your marina that might appeal to a transient boater. Include details on your website and in ActiveCaptain giving transients more reason to choose your marina.
(0:02) And that's the marina minute.
(0:58) Nearly 50% of boaters today cruise with their pets. I couldn't imagine leaving the dock without our four-footed crew members. How does your marina rate on pet friendliness? Good accommodations for our canine crew members are often the make or break amenity when we are choosing a marina. And trust me, we are not alone.
(0:47) So what is needed to accommodate our furry crew members? Here's my list of important pet amenities.
1. Have a pleasant area where pets can be safely walked. It can be on the marina grounds or at a nearby park or trail. Don't offer a tiny scrap of grass on the edge of the parking lot. That sends the message we're not welcome.
2. Offer pick-up bags readily available where pets are walked. It tells me my pets are welcome and reinforces proper pet etiquette.
3. Include information about pet-friendly activities in the area in your welcome packets. Dog parks, trails for walking, fields and parks where a pet can run. Include pet events coming up in the area on your ZMOT sources - that's more than enough excuse to bring in new boaters.
4. Compile a list of veterinary clinics and emergency facilities for boaters who may arrive with a sick or injured pet. Offering this kindness when a boater is in need will not be forgotten.
5. Consider other pet-related services that might be available nearby such as grooming or specialty pet stores. We have selected a marina because we where able to get our hard-to-find brand of dog food nearby.
6. If you have moorings and offer a launch service allow leashed pets to use the launch to get to shore. They like to stretch their legs too.
(0:17) There are many other simple things you can do to make boaters' pets feel welcome. Have a treats jar in the office. Dockhands can carry a few to offer arriving pets, but make sure to ask the owner first. How about posting pictures of nautical pets on bulletin boards or even on your website? And last but certainly not least, always greet our pets and welcome them to the marina. They're an important part of the crew and will definitely have a say about whether we return.
(0:08) Make sure that you are not missing out on this growing group of boaters. To the typical pet owner their pet is considered a member of the family. By doing a few simple things to make them welcome you can bring in more business and keep them coming back.
(0:02) And that's the marina minute.
(1:14) I'm willing to bet that each and every one of you have engaged in ZMOT in the recent past, if not today. It has become so commonplace that we probably don't even recognize it as a process.
(1:09) If you have read a review on Amazon before making a purchase, checked UrbanSpoon to find a restaurant, looked at a YouTube video while researching a workout, or read a website before voting, you have engaged in ZMOT. Rest assured that boaters are engaging in similar activities before selecting your marina. A typical scenario might go something like this.
(1:02) A boater attends a dockside party and overhears another boater talking about their recent trip to Savannah, Georgia. It sounds interesting and he's been looking for some new places to visit so he quizzes the boater a bit more, maybe even hears a few comments from others who have been there. The boater thinks maybe this would be a good destination for an upcoming cruise. Now begins his ZMOT.
(0:54) Maybe the first thing he does is a general search on Savannah. He turns up the City of Savannah home page, a Visitors Bureau site, and information on Wikipedia.
(0:49) He remembers a boater saying there are big tidal shifts there. So next he goes to the Weather Underground site to their Sailing-Weather section to check the tide and current issues. Beside the tidal charts he finds the map with ActiveCaptain information. He checks out some anchorages and several marinas to see what other boaters have experienced. He also looks at any hazard markers to decide if he needs to play the tides.
(0:39) Finally he notices that one of the ActiveCaptain Partners is running a special. He notes the marina has the amenities he's looking for and good boater ratings so he decides to call to make a reservation.
(0:33) This is the power of being available at a boater's ZMOT. By being there at the very moment the boater is thinking about buying, and also when he's thinking about thinking about buying, you can present the information he needs to make his decision at the precise moment he needs it. And with ZMOT that could be any time of the day or night. Plus research shows that the ZMOT often occurs well in advance of a purchase.
(0:21) Google and Shopper Sciences did a study looking at what they termed "dwell time," the amount of time consumers spent considering their purchase. They wanted to understand how far beforehand consumers started their ZMOT. They looked at three diverse categories. For technology and automotive purchases the biggest spike was 4-6 months before the consumer purchase. For something as simple as groceries they found a big spike 4-6 days before purchasing.
(0:07) I could only guess what this might be for boaters but it does tell me that customers are researching you well in advance of coming to your marina. Make sure you are there when they do.
(0:02) And that's the marina minute.
(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.
