(1:06) Isn't the point of a discount to change behavior? Whether it's an early bird special to bring in diners when tables are empty or travel discounts during off-peak times, businesses use incentives to attract customers when business is slow.
(0:59) Wikipedia defines an incentive program as "a formal scheme used to promote or encourage specific actions or behavior by a specific group of people during a defined period of time."
(0:53) You may think that this seems obvious, right? And yet, few marinas actually accomplish this. Instead, they rush to offer across-the-board discounts to almost any boating group that requests one. Fed-up with all of these discounts, some marinas now refuse to provide any incentives. Both of these behaviors are a detriment to your business.
(0:45) Carefully planned, executed, and measured incentive programs can add to your bottom line, bring in new and returning customers, and help you stand out. The key is picking an incentive that will actually modify behavior and then timing it so that it adds to, rather than subtracts from, your business.
(0:38) Think about the typical discounts available today. A boater simply claims, or occasionally must show, that they are a member of one of many boating organizations and they receive about a 10% discount off the transient rate.
(0:32) First, these discounts have become so common that they are no longer discounts but simply the new price you are charging. Then you usually must offer these discounts on your busiest weekend as well as on your slowest days. And because of the two previous problems the discounts are so watered down that they no longer truly change behavior. I've been at marina check-in desks where a boater walks into the office to pay and then asks, "Do you have XYZ discount?" Let's face it, they were coming to the marina already. The discount failed to do its job.
(0:16) Given the variety of factors that go into selecting a transient stop, is 10% enough to modify my behavior or simply something I will ask for when I'm going there anyway?
(0:10) I believe there's a better way. A way to focus your discounts to gain maximum impact and have an actual positive effect on your business. It may take more time, more thought, and more planning, but it will also be more rewarding.
(0:02) And that's the marina minute.
(0:54) Occasionally, I see reviews that deduct stars because of incorrect information in the Details section of a marina marker. We regularly instruct our users that the proper way to correct inaccurate data is to fix the data by editing the information themselves.
(0:48) When I'm alerted to these I will email the reviewer asking them to correct the information and then to modify the review based on their experience with the marina. It usually concludes with something like, "If the data is wrong, give ActiveCaptain a bad review, not the marina." But really that's not entirely accurate. The accuracy of the information in your marina marker is your responsibility as well.
(0:41) A marina has the same editing access to the information in ActiveCaptain that boaters have. I would argue that you have a greater obligation to keep your information accurate and up-to-date. After all, you have the most to gain.
(0:34) It is in the control of every marina to ensure that the data items in their marker are accurate. I would go so far as to say that if you truly cared about the boaters experience you will make it a priority to regularly check and update your marker information. Set a schedule and make it someone's job to do the checking. For most information, monthly or quarterly checks are probably often enough. If you sell fuel, the check should be done daily, weekly, or whenever your price changes. Don't leave it to chance. Set a reminder in your calendar.
(0:21) Start right now by going to your marker and checking every field in every tab. If a field is blank, fill it in. If it is incorrect, fix it. Make sure you are being accurate and realistic. Do not fudge or exaggerate. False information may bring a boater in but false expectations will only lead to a poor experience and a bad review.
(0:12) Remember, the Details section of your marker is for factual information only. Avoid subjective embellishments such as, "the best."
(0:06) Show boaters that you want their business. Give them the information they are looking for.
(0:02) And that's the marina minute.
(0:58) A common complaint we see in marina reviews concerns boaters having difficulty when approaching the marina. I've done several Minutes concerning the importance of those first boater interactions. From the initial contact via phone or radio through tying the final line are arguably the the most important interactions you will have with a boater. Make sure that everyone at your marina who may be involved is knowledgeable enough to confidently direct the boater into your marina. The best way to do that is to ensure they have actual experience.
(0:46) Every person who's job involves communicating with a boater before or during their approach to your marina should be intimately familiar with how to make that approach from any direction. They should know where the water may be skinny, what landmarks there are to assist in spotting entrances, how the current will impact the approach. These are examples of information that must be conveyed accurately, confidently, and professionally. I think there is no better way to accomplish this than to have every staff member get out on the water to experience the approach first hand.
(0:32) Things look very different from the water. Landmarks that are obvious from shore can be hard or impossible to see from the water. Not only is the perspective different but visual indicators you take for granted can get lost in a mass of objects onshore all of which are new and unfamiliar to the boater. For example, we've received instructions that provided a specific boat name to dock behind; unfortunately, the boat was positioned so that the name was not visible from the water. This causes confusion and worry to the boater - the exact things you want to avoid.
(0:18) Make it an event. Take your staff out on the water and approach your marina in the same way a transient boater will. Look for buoys that are confusing or hard to see and know what side the boater must be on. Think about the instructions that are typically given and make sure they make sense from the water side. If not, make modifications to make them easier to follow. Write down those instructions so they are consistent and clearly delivered.
(0:08) Is there a hazard such as a shoal area or obstruction? Include warnings along with instructions about how to avoid the problem. Make a boater's approach to your marina a positive experience and you will set the stage for the entire stay. That will lead to return customers and positive reviews.
(0:02) And that's the marina minute.
(0:56) A few weeks ago we did a piece in our ActiveCaptain newsletter about updating markers with fitness information. Several boaters had emailed us with the request for more information about where and how they could stay fit while cruising. Knowing there's no better source of this sort of information than ActiveCaptain users we put the request out. We were blown away by the response. It was the largest we ever received for a newsletter item.
(0:43) On the chance that you are still not receiving our weekly newsletter or if you need to hear something more than once for it to have an impact, listen up. Make sure that your marker has complete, up-to-date information about the fitness options at or near your marina.
(0:37) For some of you this will mean including information about facilities you have on site. We have stayed at marinas with very nice workout rooms, pools where you can do laps, and grounds that have terrific paths for walking or jogging. Let boaters know about these important amenities.
(0:30) But it doesn't stop there. Make sure you are aware of what is available in the surrounding areas. YMCA's, gyms, workout centers such as Curves, public pools, classes, parks, etc. can all offer boaters a way to get a workout while at your marina. Consider places a boater can walk or bike to, as well as places that are accessible by public transportation or a courtesy car. You may need to do some snooping to turn up all the possibilities but it can be worth it if it helps bring in the boaters.
(0:19) And don't forget resources that may be available within your liveaboard or transient communities. We heard from many fellow cruisers who are trained yoga, Zumba, Tai Chi, Martial Arts, and other types of fitness instructors. Do you have a place where classes could be offered? We've been at a marina where a yoga class was offered in a lovely field by the water.
(0:10) I think boaters are speaking loud and clear that staying fit while underway is increasingly important. Make sure you are listening to their request and giving them what they're asking for. It can mean more business for your marina because it will often cause a boater to stay longer than a night or two.
(0:02) And that's the marina minute.
(0:56) In my fantasy world every dockhand I encounter would know exactly how to tie up my boat in the manner I like. Well, that and fuel would be 50 cents a gallon and chocolate would have no calories. But now I'm really dreaming.
(0:50) As I've discussed in previous Minutes, the encounter between the boater and the dockhand taking the lines at the dock is critical. It is the first personal encounter and can set the stage for the entire stay. Make sure that every dockhand is well trained, knowledgeable, and listens to the boater.
(0:44) The first two are the easy ones which can be handled with good training and oversight of new dockhands. For example, ensure they know what to do with the line whether they are handed the eye or the bitter end. They should know how to secure my lines professionally. Can they secure the eye so it doesn't bounce off the cleat? Do they know how to properly cleat off the bitter end? The most common mistake we encounter is a dockhand who ties our flared bow in too tightly making it impossible to pull in the stern.
(0:32) The more difficult skill, but also the more important one, is really listening to the boater. A terrific dockhand will follow the boater's instructions, if given, as the boater will best know how their boat handles and what the issues are. If needed, the dockhand can offer advice on issues the boater may not be aware of like an unexpected eddy, for example.
(0:22) A truly skilled dockhand can gauge the confidence and experience of the crew and offer more instruction if needed. Suggest a spring line rather than the bow line, particularly if the current could swing the boat perpendicular to the dock. And if the dockhand knows whether the spring line should go forward or aft they may even receive a marriage proposal.
(0:12) Of course, in the ideal situation you would always be able to hire extremely experienced and knowledgeable dockhands to fill every position. But in the real world that isn't always possible so make sure to take the time to train them properly. After all, they are the first ambassadors the boater meets at your marina. Make sure the boater's experience starts off on the right foot.
(0:02) And that's the marina minute.
(0:59) If you read my Minutes on the ZMOT concept then you understand about how technology and the Internet have changed the way consumers make their decisions. If you missed them you can always find past Minutes on my blog:
http://www.themarinaminute.com/
(0:51) Traditionally, advertising was heavily geared toward branding of products and services. There was only limited access to the customer at the moment of truth. The long lead times of paper, TV, or other past media prevented closely targeting the message. So companies relied on massive campaigns of repetition with the hope customers would remember them when making their decisions.
(0:43) It's now a whole different world. Newsweek recently printed its last paper copy making it just another of the myriad of traditional media outlets that have changed or folded.
(0:38) The most cost effective way to meaningfully reach customers today and into the future is timing your message to the moment they are making their buying decisions. Splashing your message across magazines, banner ads, and billboards hoping customers will remember you when the time arrives is no longer a wise strategy. Today it is critical to the success of any business that they be present and engaged with the information consumers need at the moment they need it. If you are not there then, you may lose out to someone who is.
(0:25) So how do you reach your potential customers when they are in the process of making their decisions? Don't sit on the sidelines or waste valuable resources. Instead, become part of the customer's experience.
(0:19) According to Kim Kadlec of Johnson & Johnson, "The traditional ad model is interrupting content, but the question now is: 'How do you become a part of the content?' How do you weave into somebody's experience in a way that's beneficial rather than detracting from that experience? That's the challenge and the opportunity."
(0:12) She's right. It's time to get off the sidelines and consider how you can make your message part of the action. It's a subtle and powerful technique. It requires getting in the middle of the content that the customer is exploring to perfectly time the delivery of your message to the moment of their discovery. Make that discovery easy and your phone will ring off the hook with new business.
(0:02) And that's the marina minute.
(0:58) ActiveCaptain works because it is real. It provides the kind of honest, accurate information that today's consumers have come to expect. Gloss and hype and superlatives no longer work. I've talked about this in my ZMOT series and in advice about presenting your marina in the best light. The most common reason a marina loses stars in a review is when the boater's expectations don't match reality. So it is important that you ensure the boaters experience is positive and that they do not meet with the unexpected, unless of course it's an unexpected positive.
(0:44) Based on boater feedback the ActiveCaptain hazard markers are one of the most appreciated aspects of what we do. Why? Because they help remove uncertainty. They make the inevitable issues boaters encounter along the way more manageable.
(0:37) When we first introduced the hazard markers we had marinas that contacted us wanting the ones near them removed. It didn't happen. They didn't realize that it was the best thing for boaters as well as an incredible benefit to the marina.
(0:29) You see, the hazard, whether it is shoaling, an underwater obstruction, or a missing marker, exists whether there is a yellow marker on it or not. If a boater encounters that hazard on their way to your marina they will be having a bad experience. However, if they can be warned and even offered information about how to avoid the hazard, there is no bad experience.
(0:21) So now there are marinas that have taken on the task of keeping hazard markers near them up-to-date and accurate. Some contact local towing services or the Coast Guard, and some even periodically take a skiff out to measure depths and check on current conditions.
(0:14) If you have areas that boaters will encounter on their way to your marina that can cause problems, don't try to hide them, shine a light on them, and help the boater arrive safely at your facility. Adopt a hazard near you and make it your goal to keep the information current. Put a comment on the hazard with your marina's name to let them know the information is real local knowledge. The boating community will benefit and so will you.
(0:02) And that's the marina minute.
(1:00) I periodically hear from marinas wanting advice on whether or not they should password protect their WiFi systems. They are typically thinking about it from a sales and marketing perspective. Do they limit the service to only paying customers or is it better to keep access easy and open? It's true that there is a balance between maintaining the value of the services you are offering while keeping the customer experience positive, but in the case of WiFi there is something much more important to consider.
(0:49) You should absolutely have your WiFi password protected. The reason is a technical one that if not followed could lead to poor customer service. If your marina WiFi system is open and does not have a password you are putting every boater who uses it at risk. We've covered this topic in several ActiveCaptain newsletters over the past couple of years telling boaters how to protect themselves. But I felt it was just as important that marinas understand the issues so that you can provide boaters with the best and safest service possible.
(0:34) Leaving your WiFi open exposes unsuspecting boaters to being compromised by hackers or mischief makers (that 14 year old in the condo nearby). It can allow them to gain access to boaters personal accounts such as Facebook or Twitter, and even obtain passwords to their bank accounts or other secure sites. This is a real threat.
(0:25) We have advised boaters on ways they can protect themselves when they encounter open, unprotected WiFi. But by stepping up and ensuring that you are already providing them with the most security possible you are showing them that you are knowledgeable and care about the safety and security of your customers.
(0:18) Best of all, protecting them is actually pretty simple. First, always require a password to use your WiFi system. Second, make sure that your WiFi system is configured with WPA or WPA2 encryption and NOT WEP. If you don't know what that is, ask whoever maintains your system for you. Have them change it if needed. Even if you publicly display the WPA password, all users on the router are protected from the open WiFi hacking.
(0:06) Doing these simple things can help ensure that boaters are protected and have a positive experience will visiting your marina.
(0:02) And that's the marina minute.
(0:33) Personally I am not fond of the idea of New Year's resolutions. Too often they're unrealistic and short lived. But I have always used the mark of a new year to examine my life, assess what I have accomplished over the past year, and think about the coming year. With that in mind I took a look back over the Marina Minutes I had written. I marveled that it has been nearly a year since I started and I thought about which ones had been my favorites. I chose three Minutes that I believe if followed would have the biggest impact on your business. Now's a good time to check them out if you missed them or to read them again if you didn't.
(0:20) Don't Guess, Ask, 01/31/2012
Too many marinas are still unsure of where their business is coming from. Make this the year you stop wasting your valuable marketing dollars. Make sure to ask every boater who comes to your marina what brought them there:
http://www.themarinaminute.com/2012/01/dont-guess-ask.html
(0:15) The "Wow" Factor, 03/27/2012
The easiest way to keep boaters coming back while generating positive word-of-mouth marketing along the way is to do something different, something more than they expect. Something that will make them go "Wow":
http://www.themarinaminute.com/2012/03/wow-factor.html
(0:10) Increasing Reviews - Asking, 07/03/2012
One of the most common questions I receive is how to get more boaters to write reviews. Marinas realize that to obtain the biggest bang they need to not only have positive reviews, they need to have lots of them. Nothing will do that faster than simply asking:
http://www.themarinaminute.com/2012/07/increasing-reviews-asking.html
(0:04) I wish you much success in the coming year!
(0:02) And that's the marina minute.
(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.
