(1:03) Do you know how you appear to boaters coming to your marina for the first time? I mean, do you really know? Often it is the little things that can send the biggest message. I've seen marinas go to great lengths to provide a welcoming, positive impression only to tarnish it with some small detail.
(0:56) Last winter we spent time at Titusville Municipal Marina and found it to be one of the most dog friendly marinas on the US east coast with a large dog park adjacent to the marina, lots of walking paths, and staff that were as nice to our canine crew as to us. Unfortunately, that was not our first impression.
(0:49) As we came down the dock with our four-legged crew members we were greeted by an ominous sign directing us across the street to a scruffy looking piece of grass and threatening us should we not pick up after our pets. All the while the dog park was just a short walk down the sidewalk.
(0:42) The message sent was that our pets were not welcome. Perhaps they would be tolerated.
(0:38) But I knew the Marina Manger and didn't believe that was the image he wished to project. I pointed out the sign and within a month he had sent me a picture of a new sign with a welcoming message, directions to the dog park, and clean-up bags provided. A perfect solution that provided the information and made pet owners feel wanted.
(0:29) This week I saw a picture of another sign at a different marina. It was posted on a boater's eBoatCard blog and has generated quite a discussion. It involves a sign about usage fees for anchored boats and boats at the boatyard. You can see it here:
https://www.eboatcards.com/blog/213/some-business-policies-make-my-head-hurt/
(0:22) I am not interested in addressing the issue of fees. Rather, I wonder if a different, more upbeat and positive sign might have led to a different result. This sign is loud and unwelcoming. Why is "Attention" all in caps, "pay" is bolded, and "fees" bolded and underlined? What is the real message? This is not informational; it's confrontational. I feel unwelcome by that sign.
(0:15) Maybe the marina wishes to discourage some visiting boaters. If so, they're being successful but are missing a golden opportunity to win new customers by presenting their marina in a positive light. Even as a transient at that marina, I'd find that sign to be too aggressive.
(0:08) So take some time and stroll the grounds of your marina. Try to see things through fresh eyes and consider the messages you are giving. Do they give the appearance you want or are there unintended messages coming through?
(0:02) And that's the marina minute.
(1:08) I often write about how technology has changed the way consumers and businesses interact. These changes have been quite dramatic as digital technology has caused the rapid decline of paper media and consumers become more demanding in the type of information they desire and how they wish to receive it. If you're new to the Minute check out the ZMOT series on the blog:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:57) But it isn't just promotional messages that have been impacted. Pretty much every aspect of our lives has changed. And this goes for some of the amenities that transients have come to expect. Last December I talked about WiFi service:
http://www.themarinaminute.com/2012/12/its-no-longer-2012.html
(0:50) This is still a topic every marina we visit wants to discuss. Invariably it moves to a discussion about costs, how much to pay, whether to spend money upgrading, etc. What we've found is that many marinas are hanging on to expensive, out-of-date technologies such as cable TV and even phone hookups when this money might be better spent improving their WiFi.
(0:43) When we began cruising over ten years ago it was common for a marina to promote that they had pay phones. Many cruisers used PocketMail to receive their email. A pay phone allowed them to do that and call home. But try and find a pay phone today, anywhere.
(0:35) Today's transient cruisers have multiple cell phones, sometimes from multiple carriers to ensure they can always phone home. They have satellite domes for TV anywhere, even offshore. Many watch movies and their favorite shows via the Internet. And they use Skype to call and video conference with their family.
(0:28) So looking at all the communications technologies that a marina might have where does it make sense to invest more money?
(0:24) If you still have cable TV and/or phone connections on your docks, now is the time to evaluate the expense of these services verses the return. Then consider how funds spent on these could be better used. We've found that many marinas can vastly increase the quality of their WiFi at a fraction of what they are spending for these other services.
(0:16) Talk to boaters to find out what services they are actually using. Ask if they would prefer cable TV on the dock or faster Internet. Determine if it makes sense to continue services, stop them, or simply just stop spending money to upgrade them.
(0:09) Just like your need to evaluate whether your old ways of promoting your marina still make sense, make sure that you are investing in the services that will bring boaters in and lead to positive reviews.
(0:04) Give boaters what they want and your business will increase.
(0:02) And that's the marina minute.
(1:07) When I'm trying to understand a new concept, I like examples. It helps to place the concept more firmly in my mind. I've spent the past few weeks writing about how today's marketing requires that you add value and not simply tout a message. It's more subtle than in the past and therefore can be more difficult to wrap your arms around.
(0:59) So this week I'm going to discuss an example of someone who used the Internet brilliantly to market their product. She retired a few years ago and I never actually met her so I don't know if she was a marketing genius or if she was just doing what she loved. Either way, it worked.
(0:52) Peggie Hall, also known as the Head Mistress, worked for a couple of major manufacturers who produce marine sanitation products. She was the undisputed expert about anything having to do with waste systems and holding tanks on boats. She even wrote a book about it.
(0:45) What Peggie did that was a brilliant marketing move was to freely and openly share her knowledge throughout the boating community. If there was a boater question or comment about a black water system anywhere on the Internet, you could count on Peggie to provide an informed and thoughtful reply. She never just gave a marketing pitch about why boaters should use products from her company.
(0:36) Peggie provided real, honest information that became highly valued by the boating community. Sometimes that meant pointing out a problem or issue with her own product. Sometimes it meant helping with a competitor's product.
(0:29) The key was that what Peggie said was true, honest, and real. Boaters grew to count on it and seek her out. So when Peggie said to do something, well, we did it. This conferred much goodwill for the companies she worked for because not only did it get their name out there, it did it in a positive way.
(0:22) There was an overwhelming feeling that someone of Peggie's knowledge and integrity would certainly work for a good company. This was further reinforced by the fact that they gave her free reign to address issues as she believed were right. And the companies she worked for became the largest ones in the industry. In wasn't a coincidence.
(0:14) It was successful because Peggie worked for companies that produced quality products. Her actions reinforced the idea that the companies were interested in the boater. And enough of the time, they'd use their products.
(0:08) Think about what you know. Think about how you can contribute. It could be knowledge about a local area, particular boat systems, or the events happening in an area. Be the one helping boaters and they'll seek you out as a partner.
(0:02) And that's the marina minute.
(1:08) I'm happy to see many marinas jumping in and trying eBoatCards (eBC). The enthusiasm we're seeing from both boaters and businesses exploring this new medium has led to many spirited discussions here on aCappella about the capabilities and how to best use them. And like any new technology or medium, the users push and pull it in ways the creators may not have envisioned.
(0:59) It's great if you have jumped in early to eBC. The site is not 3 weeks old and as the users and groups grow, I would urge you to take this growth period to explore the possibilities and form a plan for how you can offer the most value to the eBC community. Remember, adding value will make you part of the content and not simply a distraction.
(0:51) Start by thinking about the areas of expertise you or your employees possess. Then consider how this expertise can be offered to the boater in a way that is beneficial. Peruse the eBC groups for ones that match your expertise. Remember, we are adding new groups daily so periodically check back.
(0:44) Consider suggesting a group that both fits your expertise and adds value for boaters. Let us know if you are willing to admin the group.
(0:40) Here are some possibilities. They are not all inclusive and my real hope is to get you thinking in new ways.
(0:36) 1. The Cruising Areas category is the place to educate boaters about why they should come to your area. Interesting events that are coming, attractions they may not know about, a weekly farmer's market accessible to boaters, a local restaurant that only the locals know about, or a nearby dog park are just a few things that are difficult for boaters to find out about. Make sure to check the posts often to find out what information boaters are seeking. Then use your own local knowledge to help them out. You will know you are successful when they begin to seek out your knowledge.
(0:23) 2. Boat Products & Systems are always an area where boaters are looking for help. Boatyards have an advantage here and should absolutely offer their expertise. Are you a certified John Deere or Westerbeke center? Consider offering to be an administrator for that type of group.
(0:15) 3. There are Interest areas that are forming with many possibilities still left. Does your staff have canvas expertise? Maybe someone is a master chef with a pressure cooker or knows celestial navigation. Wherever you can participate and contribute in a meaningful way you can gain valuable exposure.
(0:08) Every posting you make and every boater you help will have your marina name tagged along showing them (and everyone else) where the information came from. Make yourself a valuable contributor and you will reap the benefits.
(0:02) And that's the marina minute.
(1:01) If you have been following the Minute for some time then you are familiar with my marketing philosophy. You can always find past Minutes on my blog. The link is on the left.
(0:56) Although I received my MBA when traditional media (print, TV, radio) still dominated, I worked in high tech so experienced firsthand the influence of the digital world. As that has migrated into what we now call Social Media, the world changed. Power and influence has shifted dramatically away from the "experts" and from the businesses themselves into the hands of the consumers. It has been an uncertain and sometimes scary shift for many but I believe it offers huge opportunities for high quality businesses small and large. It has really leveled the playing field.
(0:44) You no longer need to spend huge sums in print media to get noticed. A well planned and executed digital strategy will provide far more for far less. But you must be willing to jump in and experiment - remember, embrace failure!
(0:38) Designed into the heart of eBoatCards is the philosophy that commercial enterprises have much to offer the boating community. And that by participating in meaningful ways the businesses can win new customers. The trick is figuring out how to become part of the useful content and not just noise (don't be spam).
(0:29) Now is the time to join eBoatCards and begin exploring. It is still very new but is adding hundreds of new users and groups daily. So poke around as we grow and think about how you can contribute. I'll be looking at some ideas over the coming months but this is new, so I don't have all the answers. I hope to learn from your ideas and experiences as well.
(0:21) The first thing you need to do is create an eBoatCard for your marina, boatyard or business:
- Go to http://www.eboatcards.com and enter your ActiveCaptain email account and password at the top. You will be prompted to create an eBoatCard. Create only one for your business. Let everyone share that one card.
- Select the type that best fits your business: marina, boatyard, or business. If you are a sponsor, contact us to add a sponsor designation to your card.
- Fill in the information, read and agree to the Terms of Use and Privacy Policy, and upload a profile image. I suggest your image be your logo or some other image that will indicate your business. You can always upload or change your image at a later time. Then select Create New Card.
(0:08) You can now join groups, search for boats you know, and start putting in blog entries. Now is the perfect time to play while the site builds. Think outside of what you've done in the past. I think it's an exciting time. Jump in!
(0:02) And that's the marina minute.
(1:02) The beauty and the wonder of the internet and the digital technology that surrounds it is the easy access we all have to information and to each other. The scourge and the frustration is the easy access everyone has to us.
(0:53) Spam, banner ads, and fake SEO - digital technologies fall prey to abuse in new ways that affect all of us. If there's a new way to reach consumers, there will be someone quick to misuse it. Think of your own experience. Whether it's your inbox overrun with spam or Google searches that turn up useless sites, you are less likely to respond to the messages in the future and more likely to look for ways to turn the message off if you are not getting the information you need or want.
(0:40) Do not let your message become spam. Don't become that message that I want to get past, remove, or block. Be the message I'm looking for or are pleasantly surprised to find. Be the message that I seek out and want more information about.
(0:33) Often the difference between the two is providing the message boaters want to hear rather than the one you want to give them. The key is crafting your message to meet the needs and desires of the boaters you are trying to reach. After all, it's not about you, it's about the boaters.
(0:26) When you are considering your message, think of what you can offer that will help the boater. For example, if you are crafting a promotional message, do not simply list your amenities. To begin with, these are already listed in the appropriate sections of the ActiveCaptain marker data. Instead, highlight something that is unique like a nice dog park or a lap pool. List events that will draw boaters to the area and to your marina. Or write about something that has changed like newly renovated docks or bathhouses.
(0:14) When you are looking to contribute it is best not to simply present a promotion. Instead offer help, advice, and information. Don't say, "Come to my marina!" Say, "If you like jazz, don't miss the upcoming festival at..." This will put your marina name before all targeted boaters in a way that will be read and appreciated.
(0:05) Become an ambassador offering help and assistance and you will earn goodwill and business.
(0:02) And that's the marina minute.
(0:50) I often speak to marinas who are struggling to understand, manage, and meet today's dramatically changed consumer expectations. The internet, mobile technology, and social media have created consumers who are no longer passive recipients of your marketing messages. They demand more and better information. They want access 24/7. And they actively seek and give advice and opinions with their peers.
(0:41) I've dedicated several Minutes to exploring these changes when I discussed the marketing concept ZMOT (Zero Moment of Truth).
(0:36) My favorite quote from that series was from 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."
(0:28) Look for ways that you can become part of the content. But that is just the beginning. A key component is to offer content that boaters want to see and will even seek out. Poor, irrelevant, or dishonest content will be rejected and will cause your potential customers to turn away. The key is to be "beneficial" and not "detracting".
(0:21) You see, we all have far more choices than ever before and this applies to where we seek information. Gone are the days where businesses could easily control the message. This is good for quality businesses with nothing to hide. I tell marinas "It's gotta be real!"
(0:14) So as you approach new technologies, new concepts, new opportunities, and new vehicles for your messages, think about how and what you can contribute to the content that boaters are seeking. Make your contribution useful and you will attract the attention of boaters.
(0:09) For example, don't simply tell me you're the best. If that is true your reviews will reflect it. Instead, give me a reason to come to the area, provide some expertise that will get you noticed, or highlight a service or amenity that boaters need. Give me something real.
(0:02) And that's the marina minute.
(1:01) I'd like to discuss a concept I believe is critical to successful marketing but makes many feel discomfort. To reach new levels of success as individuals and businesses, you must learn to embrace failure.
(0:56) It might be hard to think of failure as something positive but some of history's greatest minds have acknowledged the role of failure in ultimate success. Thomas Edison, Theodore Roosevelt, Winston Churchill, Robert Kennedy are just a few who have acknowledged that true success can only be accomplished by not being afraid to fail along the way.
(0:49) I talk to marinas who are struggling with how to deal with the rapidly changing world of technology. They struggle with ways to utilize its power to reach out to their current and potential customers. There is no shortage of people and businesses willing to offer the golden solution - SEO, Facebook, Twitter, mass emails, banner ads. I'm often asked, "what's the best thing to do." The truth is, I don't know. And each "best thing" will change depending on the goals and needs of each organization.
(0:38) Whenever there are huge paradigm shifts, like the ones caused by the digital world we now live in, the old ways no longer hold. New ways of doings things emerge and evolve. While change often brings uncertainty, it also presents the greatest opportunities. But you've got to be willing to experiment and you can't be afraid to fail.
(0:29) The critical key with experimentation is to develop and implement your plan using your best information and resources available. Then measure the results. This measurement step is critical and is often ignored.
(0:21) Next, learn from the process and use the knowledge to develop and implement your next experiment plan. It is important, especially with new concepts, to reach beyond that comfortable place. Try something you've never tried before and don't worry about ultimate success or failure. It is only failure if you don't try something new or don't learn from everything you try.
(0:11) Embracing failure is not a pass to ignore your homework. And you must develop and implement your marketing plan with care. What I am saying is to not be afraid to sometimes have a plan fall short. Because that fear is what will prevent you from finding that golden idea or that new concept that will take you to the next level of success.
(0:02) And that's the marina minute.
(1:09) I know many of you also receive our weekly boater's newsletter which comes out every Wednesday. Last week we began getting boaters prepared for eBoatCards, a new website we will be launching shortly. It will offer many powerful new capabilities for boaters and marinas. I'd like to ensure you are prepared to take advantage of these capabilities and will be dedicating some Minutes to getting you familiar with eBoatCards also. I'll start with a basic introduction and explore various features and possibilities in future Minutes.
(0:59) eBoatCards.com is a soon-to-be-released website with new capabilities for the boating community. We are currently putting the finishing touches on the first release. It's useful and needed all on it's own. But when it is combined with the other ActiveCaptain data, it will offer some incredible new functions.
(0:53) ActiveCaptain was originally designed around three P's: planning, places, and people. eBoatCards brings in the people component. At it's most basic it is a way to receive, sort, organize, and utilize the many boat cards boaters receive from fellow cruisers.
(0:47) Boaters will be able to identify other boaters as their friends and exchange information about what they are doing, where they are located, and even ask questions and receive advice. There will be Groups they can join including affiliations with cruising organizations, boat types, cruising locations, and more.
(0:38) Privacy settings allow boaters to control the people who are able to see their information including their current GPS location. eBoatCards is sort of like Facebook for your boat. But while there are many similarities there are also significant differences.
(0:30) eBoatCards will work with other apps such as the ActiveCaptain Companion to display the current location of friends or other boaters in a Group on maps and charts. This allows boaters to more easily find and meet up with their boating friends. They can also make their location and travel plans available to marinas which provides some very new and interesting marketing opportunities.
(0:20) eBoatCards will allow a boater to add photos and videos to their reviews and we will be interfacing that capability back into ActiveCaptain. This will provide incredible benefits and new challenges.
(0:14) I envision a variety of ways that marinas can utilize eBoatCards to reach out to boaters in powerful ways. But I'll be honest - there is nothing like this so we are all going on an adventure together. Finding the best way to use and manage these new tools will take some experimentation. I look forward to working with our Sponsors to explore these new marketing capabilities. Let's find success together.
(0:02) And that's the marina minute.
(0:59) So far I've covered the items that I think are required for a great Welcome Packet. Now let's consider how you can make it truly memorable by going that extra step, maybe even offering the unexpected. It's something I call the Wow Factor.
(0:52) Over the years we have seen all variety of items placed into Welcome Packets. The key is to include things that are useful, interesting, and/or unusual. Consider using some of your promotional/advertising budget to add items if you have it but also explore what nearby businesses might contribute as a way to get in front of the boater.
(0:44) Coupons for discounts at local restaurants and shops, savings on admission to local museums, theaters, and events, promotional offers on services in the area such as haircuts, marine service, exercise classes, massages, etc. are items boaters will appreciate. Businesses may be willing to offer samples to include in your packet. We have received a sample of biscotti from a local bakery, a small handmade soap from a local merchant, and a variety of marine cleaning product samples.
(0:33) Consider your own coupons too. How about helping to create a habit by offering a discount on a return stay or on services you offer?
(0:29) Some Welcome Packets we have received contain an item with the marina name. Who doesn't like to get a gift? But make sure your dollars keep on working by providing something that will be used and not discarded later on. Remember space on a boat is precious and if I don't use it, I'll lose it. Talk to boaters to find out what items they would find most useful. Something I have found very useful are small notepads, a handle for carrying plastic grocery bags, and velcro straps for tying up hoses, etc.
(0:18) By far the most common item we see is a floating key chain. While these are very practical and definitely something every boater uses, it has frankly been overdone. Coffee mugs are another popular item but these are bulky and unless it's something special it is not likely to make the cut. For example, we stayed at one marina that provided stainless travel mugs that we can use for free coffee in their take away shop. That's a very nice gift and a way to get customers into the shop.
(0:07) A good Welcome Packet can be an excellent marketing tool, not only keeping happy boaters coming back but also spreading the word as one boater tells another. That's critical, word-of-mouth marketing.
(0:02) And that's the marina minute.
(0:58) If you've read the previous Minutes, you've put together or revamped your Welcome Packet to include information about the amenities available at your marina as well as information about services that are nearby. If you do this, you'll make the boater's experience better by making sure they are aware of the services available.
(0:51) Now let's think about how you can make your marina a destination boaters will plan for - one that will make them want to stay a bit longer, and may even get them to come back. How? Events.
(0:46) Some of our most memorable stops have been when we have attended a festival, seen a show, or joined in a boaters' potluck or party. One of our worst frustrations has been missing one of these events because we just didn't know when they were occurring. Few boaters want to simply sit at the dock. They want to get out and do something.
(0:38) Make sure your Welcome Packet includes information about events that boaters can attend. Think about this broadly and include all you can find. Not only will interests be widespread but seeing an event calendar that looks full and varied can entice overnight transients to extend their stay or plan on a longer one in the future.
(0:29) Like the rest of the Welcome Packet begin with what is happening at the marina. Include regular happenings, such as a Friday night potluck or your monthly party, and special events, like a Super Bowl Party.
(0:23) Then move out into the nearby community. Start by checking with your local city or town hall to see if they maintain a calendar. Ask your Chamber of Commerce. Contact local theaters, historical societies, and other organizations to see if they have a brochure of their activities you can include. Check the local paper - many have events calendars for the area.
(0:14) Make sure to include regular events like a weekly farmer's market, exercise classes, and even that Wednesday Ladies' Night at a local restaurant. Get the word out that you are willing to promote these events to boaters and you will find the events coming to you.
(0:08) No one wants to miss out. Make sure every transient knows what's happening during their stay. After all, who wants to hear about that great Mardi Gras party the morning after? Show boaters a good time and they will reward you with repeat business and positive reviews.
(0:02) And that's the marina minute.
(1:10) Unless you are a marina that caters exclusively to overnight transients, boaters will be drawn to your marina by what is available in the area. Cruising is about experiences and new places. Once you've covered what you offer on site at your marina you need to branch out and look at what is offered outside the marina.
(1:03) Think of yourself as a host with out of town visitors looking for something to do. If you are in or near a city or very populated area you need to direct them to where they can find a variety of shops, restaurants, museums, etc. You can offer a few suggestions for popular, unusual, or unknown places. We love finding out where the locals go. If you are more remote or in a less populated area you may simply list the businesses that are accessible. In either case make sure to include how to get there, a walking map, information about courtesy cars, cabs, or public transportation, etc.
(0:52) But don't stop there. Include information about all the services a boater may be looking for. These may include drug stores, grocery stores, hair salons, churches, medical services, hardware stores, veterinarians, rental car companies, and more. Don't forget fitness options such as gyms, yoga studios, even walking/biking trails.
(0:45) If you don't provide repair and maintenance services in-house, do you have a list of approved or suggested providers? Or if you are not comfortable recommending someone, consider a rack or bulletin board where local businesses can leave information.
(0:38) Provide boaters with a map, ideally suitable for someone who is walking, that can direct them to specific businesses or business areas. Highlight the best routes taking into consideration traffic, safety, and visual appeal. I would rather walk through a lovely neighborhood with little traffic than down a busy highway. Help me to understand the options that are available - and the place to do that is in your welcome packet.
(0:28) Seek out resources in the community to assist you in creating your welcome packet. Many communities have Chambers of Commerce that may have maps, pamphlets, or lists including businesses in the area. Work with them to compile a pleasing mix of materials.
(0:21) Finally, don't forget when you are providing your local knowledge to include critical information about safety. Are there areas boaters should avoid going to? Is it safe to walk after dark or should I take a cab? Consider what you would tell a friend or relative who is visiting. I know some will balk that it could make your marina look unwelcoming. Not so. A good marina will warn me of a shoal area on the approach and this is no different.
(0:10) Assuring that boaters have an enjoyable stay is the best way to bring them back and to ensure they tell other boaters. A good welcome packet can help. A great welcome packet can get it done.
(0:02) And that's the marina minute.
(1:14) I've urged every marina to have a Welcome Packet. I believe it is a grossly underutilized marketing tool. I want to begin exploring what to include because a poor Welcome Packet is as bad as no Welcome Packet.
(1:08) Most Welcome Packets I've seen give the impression that the staff simply threw in whatever was lying around the office. I've received maps that were years out of date and glossy brochures that had nothing to do with my needs. What you include will obviously vary from marina to marina but every marina must start with what's available right on your site.
(1:00) The first component that should be in every packet is a welcome - after all it is a Welcome Packet. There should be a brief letter from the marina manager, harbormaster, mayor, or owner welcoming the boater to your facility and stating that your goal is to offer first class service. Ask them to contact you if there is anything you can do to make their stay better. Then provide a reliable way for the boater to contact you if needed.
(0:50) A common complaint I hear from marinas that have received unfavorable reviews is that they never knew there was a problem. It is your job to make it easy for boaters to contact you with a problem so that you can address it before they write that review.
(0:44) Include a detailed, accurate map of your facility so that the boater is aware of the amenities that are available and doesn't need to wander around. Make sure everything is covered from the basics - the office, bathrooms, laundry - to the extras - jacuzzi, tiki bar, fitness room. Remember to provide the information I need to access your services - the WiFi password, codes to access secure areas, hours of restaurants or shuttle bus service.
(0:33) And don't forget the events that might be happening while the boater is there. But this is a much larger topic and will be presented in a future Minute.
(0:28) At a minimum offer the marina map to me dockside with the most important services highlighted. As I've discussed before, docking the boat is often the most stressful part of my day. Waving an arm behind you while saying "The marina office is over there" will often be forgotten by the time I've finished securing my boat, shutting down the systems, and setting up my power and water. So a map with the office highlighted would be useful.
(0:16) Finally, make it someone's job to review this facility information on a regular basis, perhaps once a month, to ensure it is still accurate. Make sure to include new services and adjust hours-of-operations as needed.
(0:09) If you follow these suggestions you will be well on your way to ensuring that the boater's experience is the best it can be.
(0:02) And that's the marina minute.
(0:54) I've touched on the concept of the Welcome Packet in previous Minutes. It's a grossly underutilized marketing tool that is so important I decided to dedicate a few Minutes solely to them.
(0:48) After visiting hundreds of marinas over the years, I have found that 75% do not provide a Welcome Packet at all. Most of the other 25% provide something that's inadequate, outdated, or both. That means the vast majority of marinas are missing out on an incredible opportunity.
(0:41) You may be wondering how it could impact your marketing given the boater is already at your facility. It's basic. What you offer boaters is a service and any service industry is all about the customer experience. Providing a great experience will bring boaters back again and again. We all know it's far easier to keep an existing customer than to win a new one. The best way to keep boaters coming back and increase your word of mouth marketing is to offer the best customer experience possible.
(0:30) The typical transient boater coming into your marina knows little to nothing about the features available in and around your marina. Yet we are all looking for a variety of services, amenities, and activities while we are there. Who better to inform us than you? After all, this is your home port. It's not enough to grab the lines and point to the marina office. As one fellow cruiser told us recently, "What peeves me is that they don't tell you everything."
(0:19) Boaters are then forced to seek out what they need (trash, showers, laundry) and are likely to miss the great unexpected things, such as a boaters' potluck, a Tuesday night special at a local restaurant, a hot tub, exercise facilities, or an exceptional local ice cream shop. And let's face it, it's the great experiences that we all remember and talk about.
(0:10) Don't treat your Welcome Packet like a checkoff item. Make it something boaters will find appealing. Make sure the content is relevant and up to date. And even offer something unexpected. Do it well and you will be rewarded many times over with repeat business and new referrals.
(0:02) And that's the marina minute.
(1:02) Fear is a powerful motivator. It is something that marketers know and sometimes utilize. Who hasn't seen an ad for the nightly news that says something like, "Something in your home right now can cause sudden death. Tune in at 11 to find out what it is." Now excuse me, but if they truly cared about my well-being they'd just go ahead and tell me what it was.
(0:52) I'm not bringing this up because I think you need to use fear to attract more boaters. Quite the opposite. We're out here on the water to enjoy ourselves.
(0:47) I'm discussing it because I repeatedly see "internet and social media marketers" preying on marinas' fears about negative reviews. I've received emails that say, "We all know that only unhappy customers write reviews." Oh, really? Or, "Online review sites make it easy for disgruntled customers or competitors to do damage to your brand."
(0:38) It might be OK if what they said was true. It's not. And there are plenty of statistics to prove it. According to Google, 80% of all reviews online are four or five stars - 80%. Closer to home, our own experience with ActiveCaptain shows these same results. As soon as there are more than a couple of reviewers for a given facility, most reviews are overwhelmingly positive.
(0:30) So despite the continuing "sky is falling" claims of companies vying for your marketing dollars, the vast majority of what consumers have to say is positive. If you are running a quality business you have nothing to fear and everything to gain from encouraging boaters to leave reviews.
(0:21) Of course, even the best marinas eventually receive a negative review. But even that is not to be feared. They can help you improve, bring out renewed support from your fans, and actually will have little, if any, impact on your online reputation. I've covered how to handle negative reviews in previous Minutes.
(0:11) Don't be afraid of the review process. Embrace it and benefit from it and be sure to work those positive reviews.
(0:07) On the other hand, if your marina offers poor customer service and has bad facilities with no desire to improve, then you should be very afraid.
(0:02) And that's the marina minute.
(1:02) Some time ago we asked ActiveCaptain boaters for feedback about what they wanted most from marinas. The number one request was for dockhands who can properly tie up a boat.
(0:55) From all the feedback there was one suggestion that makes so much sense that it stopped me in my tracks and made me realize that every marina should implement it for a variety of reasons.
(0:50) Milt Baker, a well known and respected cruiser, and long time friend gave the suggestion: dockside check-in/check-out. His notion was reenforced just a couple of days later when we checked in dockside at Halifax Harbor Marina in Daytona Beach. It was terrific.
(0:44) I think Milt said it best: "Something I'd like to see a lot more of at marinas: check-ins/check-outs right at the boat, as opposed to the skipper having to hike all the way to the office (and often wait in line) to have his credit card imprinted, then make the same trip again on check-out. It is, or should be, all about the marina serving the skipper, not the other way around. The skipper is the customer and ought to be treated like he or she is valued highly by the marina. At-the-slip check-in is easy with today's technology and it's a no-brainer!"
(0:33) He's right. Show boaters from the start that you are about serving them. The best customer service is about giving customers what they need or want as simply as possible. Successful high-end businesses do this all the time. Think about when you go out for dinner to a high-end restaurant and they take your credit card at your table. They want you to stay, enjoy, and talk and don't expect you to walk to a counter and wait in line. It is one of those subtle marks of quality.
(0:23) The good news is that today it is trivial to do. There are an abundance of credit card swiping devices that are made for the mobile environment. Your merchant bank can offer a variety of portable solutions.
(0:17) If possible, consider credit card processing that provides a normal receipt for signing. This mechanism will greatly expand the number of boaters who will add tips to the receipt as it plays into the normal tipping environment that we're used to and is more comfortable for boaters like us who never carry cash. Your dockhands will race down the dock to help when they start seeing that.
(0:08) Remember - providing full service dockside is more than just collecting the money. Make sure boaters receive a Welcome Packet and other helpful information they would normally receive in the marina office. You do have a Welcome Packet, right?
(0:02) And that's the marina minute.
(0:58) What can you do that will make better use of the money you are currently "spending" on discounts? And let's be clear, if your discounts are simply offering money off to boaters already coming into your marina, you're just writing a check and getting nothing in return.
(0:52) The first thing you need to do is to determine where you want or need to grow your business. Are there services you offer that are underutilized? Is there a day of the week where business is usually slow? Or a month? Or a season? Is there a specific type or size of boat you wish to attract? Until you decide what behavior you wish to effect, you can't develop a meaningful incentive program. Make a list on paper as a starting point for what you want to change.
(0:42) Once you have decided what you wish to accomplish then you can begin working on the incentive that will produce the desired behavior. For example, if you have times when your marina is under-filled you can offer deeper discounts to boaters during those times with no discounts for the remaining times. This allows you to focus your discounts so that they can be large enough to actually attract and change behavior.
(0:33) It doesn't always have to be a straight monetary incentive. Do you have a new or under utilized service, maybe a restaurant, maintenance capabilities, or a hotel? Think about offering packages where boaters can experience the service. Encourage them to write a review to let other boaters know about it.
(0:25) Think about attracting groups of boaters traveling together. This is the marina equivalent of "going viral." If you provide enough incentive for 3+ boats to come in pre-reserving space together, they'll talk up the opportunity to their friends to try and put the deal together. That puts your name in front of more people in a way where they do all the work to make the stay possible.
(0:16) By approaching your discounts in this fashion you can not only make far better use of your resources, you can do things that will get you remembered long past the offer. Honestly, I couldn't begin to tell you which marinas we've visited offered a BoatUS discount and which did not. But I still remember the marina that offered free dockage.
(0:08) Make your incentive programs count. Do them strategically, thoughtfully, and with specific measurable goals in mind. It takes more effort up front but it is far more likely to deliver the results you want.
(0:02) And that's the marina minute.
(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.
