(0:59) Both of my parents are from Missouri, the Show Me State. Maybe that's why, even though I enjoy reading articles about marketing ideas and theories, what I really love is seeing if the theory works in practice. There are a few concepts that I feel are not only crucial to marketing success, they are also frequently overlooked. They are measuring what you do, and offering incentives that actually change behavior and are meaningful to boaters.
(0:44) I recently discovered a real life example that followed these concepts to a tee giving the marina more business by using the same marketing dollars in a different way. I think it's a great example of taking the theory and making it work in real life.
(0:37) The marina had for some years been sponsoring an event at an annual rendezvous to the tune of thousands of dollars. They began to question whether that money was actually getting them the recognition and business they wanted. Could there be a better way to spend the money that would bring them measurable results?
(0:29) Fortunately for them, their thinking went outside the box. The magic happened when they realized they could use the same money they were spending on these events, money from their advertising budget, and use it to offer a fuel discount to the same group of boaters.
(0:22) The boaters came, purchased fuel, and stayed at the docks in greater numbers than they had in the past. Plus the marina was in front of the boaters in a far more meaningful way than a sign on a breakfast table or a mention in the back of a program. The beauty was it cost them no more than it had before. But now they could see the results. As an added benefit, the cost was directly related to their success. If no one came, they still had their dollars.
(0:12) In today's world "advertising" means far more things than it has in the past. Cutting through the mass of data that is thrust upon us every day is a daunting task. Make sure that you are spending your dollars on ways that actually get you noticed and are meaningful enough to modify a boater's behavior. Oh, and don't forget to measure results.
(0:02) And that's the marina minute.
(0:54) We all have the experience of not noticing things that are right in front of us day after day. It often takes someone new with a willingness to openly say what they think to receive fresh input. I think a fresh look is critical if you wish to improve and be more successful.
(0:46) One thing that we do when we visit a partner marina is talk to them about the things we see as we walk around and use the facilities. I think everyone can be helped by a new set of eyes and ears taking it all in. We often see things, good and bad, that the marina never thought about or even noticed. It is often the small things that mean the difference between a 4 and 5 star experience for a boater. And that difference can mean more or less business for you.
(0:36) Something that I've seen increase over the years are large screen televisions placed in or around the marina office. It's a nice touch and gives boaters something to look at while checking in or waiting for help. Some even have seating nearby so boaters can sit and watch if they like.
(0:30) What surprises me is the large number of marinas that run one of the 24 hour news stations. I assume the intent is to offer something interesting while providing boaters with a chance to catch up with the news. The problem is that no matter what station you select, you are at risk of annoying or even offending 50% of your customers.
(0:22) Good or bad, these stations have become politically polarizing with individuals often having strong feelings for or against a particular station. I do not believe there is one that would be seen as neutral by everyone or even by a majority of your customers. Why risk turning off half your customers? You might think you know the political leanings of your customers. But in reality, you don't. Transient boaters are coming from places far and wide with great diversity in their backgrounds.
(0:11) A far better alternative is to run the weather channel. Now that's information that every boater is interested in. As a plus, rather than creating the potential for a political divide, you will bring boaters together. After all, what boater doesn't like to talk about the weather?
(0:02) And that's the marina minute.
(1:10) Eventually every marina will experience a negative review. No matter how high your standards or how closely you adhere to them, occasional mistakes are made by every business. It's also true that some customers just can't be satisfied. The issue isn't receiving the negative review, it's having a solid strategy for handling them.
(0:58) I have written multiple Minutes about negative reviews which you can
find on my blog. But the first and most effective steps you can take to
deflect a bad review are the ones made prior to its occurrence. Here are
three steps to take now to reduce the impact of negative reviews coming
in the future.
(0:50) First, make sure customer expectations are realistic. The most common reason for a negative review is not that the marina lacked a pool or a 5 star restaurant. Negative reviews happen when the customer's expectations do not match the services or quality found. Honestly present your strengths. Do not tout capabilities you cannot deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.
(0:36) Second, make sure satisfied customers speak out. There is no better way to reduce the impact of a negative review than to have it lost in a sea of positive ones. It is important that you actively encourage positive reviews from your happy customers. How? Ask. Many marinas feel funny about asking. But you shouldn't. Most people like to offer their opinions and are happy to support the businesses they like. Surrounding a lone negative review with honest positive ones makes the negative review disappear.
(0:16) Third, treat every customer well. You are in the service industry. You must provide good service if you want happy, returning customers. Be helpful and courteous. Go the extra step to make every boater feel like they are welcome. Arriving into a slip is one of the most terrifying parts of most boater's experience on the water. Make it feel safe and welcoming. It's hard to write something negative about a friend.
(0:02) And that's the marina minute.
(1:05) "A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so." That is a quote from Mahatma Gandhi.
(0:54) We once had a very bad experience pulling into a marina. It was our first time in the harbor so everything was unfamiliar. In addition, we were trying to get in ahead of a bad storm that was approaching. For nearly 30 minutes we hailed the marina on the radio and called on the phone with no response. When someone finally showed up, instead of an apology I was told that this was a "no complaints" marina. Following up with the management we suggested that employees carry handheld radios only to be told, "If they had VHF's, they might be interrupted when they were doing something else, like cleaning the bathrooms." That's a direct quote. I still have to stop and shake my head when I read that.
(0:36) I am not an interruption. I am your customer. Ultimately, you work for me and I pay the bills.
(0:32) There is nothing, absolutely nothing, that is more important than responding to and helping boaters coming into your marina. Would a restaurant not seat a customer because they had onions to chop? Would a retail store not ring in a purchase because they were organizing the racks?
(0:25) Of course, this an extreme example. However, there are a hundred smaller more subtle ways that customers are treated like interruptions. Not breaking off a phone call when a boater walks into the marina office or stopping other tasks. If someone can't always be at the front desk, have a bell sound or some other way help can be quickly summoned.
(0:16) If you see a boater wandering around the marina with a trash bag in hand, stop what you're doing and walk over to show where to put it. Or take it from his hand and put it there yourself. Answer questions courteously even when you think they are silly or obvious. Always treat the boater better than they expect and do more than you have to do.
(0:08) Yes, I know that budgets are often tight, staffing is sometimes short, and everyone has too much to do. But without the boaters coming in, there would be nothing to do at all.
(0:02) And that's the marina minute.
(1:03) This Marina Minute was inspired by an article I read in Entrepreneur by Jeff A. Lamb about how to create marketing buzz on a shoestring budget. It touches on topics I have addressed before but ones I feel can never be discussed too often. Plus I liked the way the ideas were described.
(0:58) He states, "Determine when your customers want your product. This is critical and easy to mess up. Nobody wants a product all of the time. Throughout the day, consumers' desires change. Personally, I don't want food when I'm not hungry. I don't want to sleep when I'm not tired. I don't want to replace my car when mine is working just fine. When I'm searching for cheap flights to France, I am not particularly interested in buying a French press."
(0:47) So the question is where are boaters and what are they doing when they are most likely making their decisions about where to stay? Unless you have been on a deserted island for the past 5 or 10 years, you know that word of mouth has become more important than ever. Consumers use the internet to seek out the real unvarnished and uncensored opinions of others. The impact of this powerful marketing tool has increased exponentially making customer reviews critical. It is how their decisions are made.
(0:34) Boaters will seek out reviews when they are in that decision mode. Make sure you have been cultivating reviews so that you have not only a high star rating but a high volume of reviews. After all, which restaurant would look more appealing on Urban Spoon: a 5 star restaurant with 3 reviews or a 5 star restaurant with 100 reviews?
(0:26) Mr. Lamb goes on to write, "Be at the right place, at the right time. So how do you get there when consumers want your product or service? All other moments and ways of getting to them will never compare to marketing that finds its way to this magic instant in time."
(0:18) The old way of marketing where you plaster your message everywhere in hopes of being remembered doesn't apply today. There is far too much information out there and it is way too easy for consumers to turn you off. The key is having relevant content presented when the boater is exploring charts, planning routes, and even underway. These are the moments when decisions are made.
(0:08) Remember, your promotional messages are displayed in every marine navigation application that supports ActiveCaptain data. Use them to tell boaters why your marina is the best choice for them.
(0:02) And that's the marina minute.
(1:10) I mean really listening. Nothing is more important to any relationship than listening. Yet very few of us actually do it well. I know it is difficult for me. Too often we listen through our own beliefs, desires, and biases. We hear what we think someone is saying or even what we want them to say, but not necessarily the message that the other person is trying to convey. Or we're busy thinking about what we want to say and miss what is being said altogether.
(0:58) If you and your staff are able to hear what your customers are telling you whether it be a frank compliant or compliment, or more often the subtle messages they give in their general communications, you will be able to harvest a wealth of valuable information.
(0:51) It's pretty obvious that you should pay attention when boaters enter reviews. I've done many Minutes about reviews, good and bad, and how to handle them. After all, if a customer has taken the time to write about their experience, you need to pay attention and learn all you can. But there are also more subtle communications that can let you know what you are doing right, where you can improve, and even new opportunities you may have.
(0:39) Listen for these gems from the very first boater communications. Hearing the same or similar requests often can cue you into changes you should consider. When boaters call to inquire about your facility, is there a request or comment that is happening frequently? For example, are they asking about weekly or monthly rates and you do not offer them? Maybe they're telling you they'd stay longer if you did.
(0:29) If boaters are frequently hailing you on the radio confused about the approach, you may need to improve your entrance markers and provide more detailed instructions in the Approach section of your marker.
(0:22) Do you receive a lot of questions about transportation for provisioning or to a nearby attraction? Think about a courtesy car or shuttle van. Or make sure you have car rental information in your welcome packet. Consider talking to a local taxi or rental car company about discounts.
(0:13) The same is true when a boater is checking in or simply chatting at the dock. Listen to the questions boaters ask and the comments they make to determine what you're doing well and where you can improve.
(0:07) It is often the quiet, subtle comments that can provide you with the new discoveries that can help you win more business.
(0:02) And that's the marina minute.
(1:02) Many marinas have an off-season. It's a time for taking care of all those things you just never found the time for when your season was in full swing: dock maintenance, equipment repairs, upgrading amenities, and other tasks. You know these tasks will ensure that you are ready for the seasons to come. But don't forget to use this downtime to do maintenance on your marketing plans as well.
(0:52) The end of a busy season is the perfect time to stop and look at the boater data you've collected because I know you've been following my advice and asking every boater what brought them to your facility. Start by looking at where you are spending your marketing dollars. Stop wasting them on programs that aren't working. Start thinking of new and different ways to use that budget money to bring in boaters.
(0:44) Examine the different specials and offerings you may have used to determine which ones were winners, which were losers, and which need to be tweaked a bit. Brainstorm and come up with new ideas. It's a great time to set up a list of special offers. Think about the various situations you face where a deal or special could help. Your slow day of the week, the shoulder seasons, or upcoming special events are just a few possibilities.
(0:30) Take a hard look at your promotional messages. Remember, most transients are doing their cruise planning 3 to 6 months before they actually pull into your harbor. It is critical that you have the information they need when they are deciding where they will travel. Keep in mind that the information they are looking for during their early planning is likely different from what they need to know when approaching your marina.
(0:17) Consider modifying your messages to include events and attractions that might bring boaters to your harbor or town. When a boater is in early planning mode, the most important competitor might be a nearby town rather than a nearby marina. Make sure everyone knows why coming to your town is the best choice and how you can offer them the best experience once they get there.
(0:06) Some pre-planning in your downtime when you have more time for reflection and brainstorming can pay off when your next season kicks in.
(0:02) And that's the marina minute.
(0:49) I've often promoted the importance of managing your reviews online - working positive reviews, handling negative ones, getting more reviews, and having a review strategy. I believe that the advent of online customer reviews is a huge benefit to quality businesses. They are critical to your success as digital reviews have surpassed traditional word of mouth in customer decisions.
(0:37) There's another benefit of online reviews that I believe is too frequently overlooked: checking out your competitor's reviews. Knowing what your competition is doing well and where they can improve is almost as valuable as your own ratings.
(0:30) Finding out what boaters like about other marinas can cue you into changes you should consider at your marina. It could be something new and innovative, or just a small touch that you've overlooked or forgotten. There's no shame in copying a successful idea or using it as an inspiration for your own unique twist.
(0:23) It's also important to note what your competition is doing poorly. This can reveal the competitive advantages you have. Or it can highlight a service or amenity you should add to give you a leg up.
(0:17) By combining the information customers are providing in all nearby reviews, you can form a picture of what's important to your customers. This provides you with guidance about the features to promote, the capabilities to improve, and can even help you decide if you're spending money on the right things.
(0:07) By keeping an eye on all reviews coming from your potential customers, you can make better decisions, spend your money more wisely, and capture more business.
(0:02) And that's the marina minute.
(1:08) Last spring we pulled into Southport Marina in North Carolina to spend a night or two on our way back north. It wasn't our first time there and as always we had a pleasant stay. On the morning we left the dockmaster handed me an envelop with, "Hope you enjoyed your stay with us" handwritten on the outside. Once we pulled out and I had finished putting things away I opened the envelope to find a photo of me and my dog on the bow of our boat as we were first arriving. It brought a huge smile to my face.
(0:55) It was a small and simple thing but it had sincere meaning. You see, there's nothing special about pictures of us on our boat - we take hundreds of them. But we have almost no pictures from a dock of our boat approaching. It's a view we never get to see and Southport gave us a permanent reminder of it. Showing us coming into their dock was artistry marketing. The whole thing made me feel special. It was great customer service.
(0:43) Taking a digital picture and handing the owner a hardcopy is special. It was smart, inexpensive, and easy to do. They also emailed the picture which, of course, we posted on Facebook and all of our friends saw a unique view of our boat docking. And again, it was docking at Southport Marina. There is no better advertising Southport could purchase and not because it was us, but because our friends saw a real picture of our own boat at a beautiful marina.
(0:32) I've often touched on customer service issues reminding you that every interaction has an impact on the customer's perception of your facility from the first radio contact, to handling dock lines, to the interactions during a boater's stay. There's no reason that ends when I pull out of your marina. Finding a way to let the customer service live on after I'm long gone is icing on the cake.
(0:23) Continuing good customer service beyond my stay will increase my positive feelings and can make it more likely I'll write a good review. Do that in a way that is memorable and you will increase your chances even more. You have to be creative but there are hundreds of ideas out there.
(0:16) There are many possibilities that come to mind. A simple "Thank You" card left on the cockpit the morning I check out. Maybe include a discount coupon for a return visit. Is there something your town is known for? In Lyons, NY they gave us a small vial of peppermint oil, a reminder of the industry that built the town. It's now a month since we've been there and we still remember Lyons because of it. That is marketing gold.
(0:07) Think of ways to keep me thinking of you long after I've gone and I will be more likely to return, to tell other boaters about my experience, and to give you a great review.
(0:02) And that's the marina minute.
(1:02) So you've worked hard to develop the perfect promotional message. One that highlights your advantages while offering boaters the useful content that they desire. Maybe it's a killer discount to introduce your facility to new customers. Or a unique amenity only you can provide. Or simply presenting an inviting destination boaters won't be able to resist. That's a good start but you're not done yet.
(0:52) To truly succeed you need to get that message in front of boaters at the moment they are making their planning decisions. A message delivered too soon will fall on deaf ears. While one delivered too late is, well, too late.
(0:46) Old fashioned advertising relied heavily on repetition. Put the message in lots of places with the hope that one would reach the consumer at the right moment. That method no longer works. Your customers are bombarded with information. If your message is not relevant to me at the moment it is presented, I won't see it.
(0:38) As I've discussed in various Minutes in the past, the key is to reach boaters at the moment your message is relevant. It is this relevancy that makes the ActiveCaptain partnership with the third party marine navigation apps so important. Now your perfect message is appearing at the perfect moment: the moment I am planning and implementing my cruise. And with the Cross Promotion tool you even have a last-chance to attract a boater considering a competing facility.
(0:27) Cross-Promotion provides ActiveCaptain Sponsors with a brief, one line message that appears in the marker of nearby non-Sponsor marinas. It's your chance to present your special advantages as the boater is looking at your competitor. Perhaps you have great fuel prices for the area. Perhaps your hot tub is a big draw. Or just perhaps you know that your competitors have poor service and inexperienced dock hands. This is your chance to point out these differences.
(0:16) Cross-Promotion is about understanding your own business and where your advantages lie. Take out a sheet of paper and write down the 2-3 things that make your marina different from the others you compete with. The objective is to make a clear and honest assessment of your strengths.
(0:07) That list of 2-3 things becomes the basis for your single, small, Cross-Promotion message. Set it, measure the results, and modify it as needed.
(0:02) And that's the marina minute.
(0:52) I've written about trying new and unusual strategies, offering services boaters want, and other suggestions, all while not fearing failure along the way. Because if you want to move forward you'll sometimes be entering uncharted ground. Sometimes you'll succeed and sometimes you'll fail. It's critical to know when you've done each.
(0:44) Marinas contact me looking for my opinion on a new pricing structure, a new service, or a special, and I am happy to give my 2 cents. But it's more important to track actual results. Knowing what succeeded and what didn't can guide you moving forward.
(0:36) The only true way to know if you are making progress, staying stagnant, or falling behind is to measure the outcomes of the things you try. Too often a business will try a new promotion or service or discount and fail to determine if it had an impact on business.
(0:29) You need to develop criteria that is relevant to your success. You need to measure your business based on that criteria now and after a change. Your criteria can be as simple or elaborate as your needs, time, and resources allow. Over time you will refine and develop your measurement techniques.
(0:20) In doing this you can begin to determine what works and what doesn't. You can fine tune the timing for special discounts and know if the promotion or service you are paying for is delivering results.
(0:13) If you don't measure you're just guessing or hoping and neither makes for a wise marketing plan.
(0:09) So start now by tracking some measure of your business success, revenue generated, number of new boaters, boat feet per night, etc. Then when you make an adjustment you have a point of comparison. Keep adjusting and keep measuring and you will find success.
(0:02) And that's the marina minute.
This week is a Marina Minute Classic about what I believe is the most
important marketing move you can make. It has been coming up frequently
in my conversations with marinas in the past several weeks so I wanted to
run it again.
(0:58) One of the biggest mistakes that businesses make is not knowing what brings customers in. They spend (waste?) their marketing dollars on poor performing or out-of-date marketing programs because they don't really know what works and are afraid to stop a promotion for fear that it's "the one".
(0:45) Let this be the last year you spend marketing dollars on dead campaigns and the year you find out what actually brings in boaters. How? Ask.
(0:39) Every boater that enters your marina must be asked what brought them there. This has to be a required part of every check in, phone inquiry, or request for information. Put it on the check in form with some selections and let the boater check off the one that brought them to you. Customers are happy to tell you and may even elaborate on their favorite source. Of course, sometimes it's easy, just look for the ActiveCaptain hat.
(0:23) Never stop asking. To ensure you are always making the best use of your resources you need to continue to ask the question. This is the only way you can stay on top of changes in the market. Print ads that worked 10 years ago have little impact in today's digital world. New players enter the market offering innovations that can make existing ones obsolete.
(0:10) Make sure you know what sources are bringing you revenue and which ones can be put to bed.
(0:06) Oh, and by the way, please let me know how you heard about The Marina Minute.
(0:02) And that's the marina minute.
(0:57) 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 ActiveCaptain support in the Boeing/Jeppesen/C-MAP app Plan2Nav for Android. This is an 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.
https://activecaptain.com/newsletters/2013-07-31.php
(0:48) Including ActiveCaptain support in this new release will greatly increase 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 specials. Make sure you are taking full advantage of this new opportunity to attract boaters to your marina.
(0:37) 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.
(0:29) Is your review strategy working? Ensure everyone at your facility is bringing in positive reviews. Need some help improving your ratings and receiving more boater reviews? Make sure your custom Sponsor review card is being included in your Welcome Packet. I sent PDF files to every ActiveCaptain Sponsor a few months ago. If you can't find yours let me know.
(0:20) Also check out the Marina Minute blog for more ideas. It contains all the past Marina Minutes, many of which offer tips and suggestions for obtaining positive reviews.
http://www.themarinaminute.com/
(0:15) It is now more important than ever to keep your data up-to-date and complete. Think back to the ZMOT discussion last summer 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 Android/Droid phone or tablet, check out this new app in the Google Play store.
(0:02) And that's the marina minute.
(1:06) A few months ago I wrote a Minute entitled "Embrace Failure" - you can find it on my blog:
http://www.themarinaminute.com/2013/05/embrace-failure.html
(1:02) My point was that true innovators are not afraid to face failure on their way to success. But there is a difference between failing, learning, and trying again, and simply failing. Much of what I write about in the Minute is the new order brought about by technology, the internet, and the new ways we interact and seek information. If you've followed the Minute for some time then you should know I am not a fan of online banner ads. I don't believe they work because your customers just ignore them.
(0:50) Well, it seems that banner ads are even more destructive than I thought. Last week the University of Michigan released its annual American Customer Satisfaction Index (ACSI) E-Business Report which stated customer satisfaction with social media sites and search engines has fallen to its lowest level since 2003. They placed part of the blame on online advertising.
(0:42) Data was compiled from interviews with 70,000 consumers to determine their satisfaction with 230 companies across 43 different industries. 22% sited online ads as what they least liked about the sites. 3 out of 5 stated they do not pay attention to online ads and 1 in 5 said the ads actually interfere with their experience. Ask yourself how you like banner ads jumping out on the websites you visit. How many have you clicked on? Have you ever made a purchase decision based on them?
(0:32) If you are still spending your valuable marketing dollars on online banner ads, now is the time to reconsider those actions. Stop being merely ignored or, worse yet, viewed as an irritating distraction. Think back to the series on ZMOT I began last July. Become part of the content as a resource and give boaters what they are looking for - the information they need to make sound decisions. This will gain a boater's attention.
(0:19) I think it was said best by Kim Kadlec, worldwide vice president of Global Marketing Group for Johnson & Johnson:
(0:15) "We're entering an era of reciprocity. We now have to engage people in a way that's useful or helpful to their lives. The consumer is looking to satisfy their needs, and we have to be there to help them with that. To put it another way: How can we exchange value instead of just sending a message?"
(0:06) It's clear that online banners ads are not fulfilling that need. Think about how you can add value instead and win customers.
(0:02) And that's the marina minute.
(1:00) Fuel price display is one of the things we hear about most often from marinas and boaters. Marinas stress over providing their fuel prices while boaters always want to know as much as possible. I think that the price you have listed for fuel right now says a lot about your marina.
(0:53) One point that I have stressed before is to focus on your strengths - those things you can do better than your competition, and don't stress about what you don't or can't do. You can't be all things to all people and don't need to be.
(0:47) There are marinas that compete on their fuel pricing, there are many that do not, and others that choose not to offer fuel at all. All of those choices are correct. No matter which you choose make sure you are giving your customer all of the information they want.
(0:40) When we first began sending out our weekly fuel update emails we heard from many marinas that didn't want their pricing revealed. They were afraid their competitors would know. This attitude is not only silly, it is counterproductive. The fact is that any competitor that wants to know your fuel price, knows it. However, the message you are giving boaters (your customers) is that you are not willing to give them what they want, which is the current price.
(0:30) No customer is going to make a purchase, especially one as large as the typical fuel purchase, without finding out the price. So by attempting to keep your price secret you are only forcing boaters to call you and find out the price anyway. Well, except for one marina I once called who refused to tell me the price over the phone because I might be a competitor. Smart move. That was over ten years ago and I have to this day never visited that marina. They sent me the strong message of poor service.
(0:16) If you're wasting time worrying about your competition finding out your fuel price, you're, well, wasting time. Instead focus on the boaters. Send a positive message by giving them the information they seek, even if you can't compete on fuel price.
(0:09) There are many factors that go into selecting a transient stop. Highlight the ones where you excel but don't try to hide information. In today's world I will find out anyway and then only feel neglected by you.
(0:02) And that's the marina minute.
(1:16) I believe to be successful today you need to be able to think different. Look beyond the staid. Consider new and unusual ways to grab your customer's attention and get them to give you a try. I've offered examples in the past - free dockage, combining services, and working with nearby businesses.
(1:07) You want to grab a boater's attention and create that critical word-of-mouth buzz that gets you noticed and remembered. Three dimensional pricing is one way to do this.
(1:02) We're all familiar with those ubiquitous 10% off for this or that club or organization. Yawn...sorry, I drifted off and so do your customers. You can do better.
(0:56) It's very common to offer slip discounts for weekly or monthly dockage. This fits my criteria of a discount that changes behavior. Boaters will seek out these deals and it is no wonder why when you compare the cost of single night dockage rates to a weekly or monthly rate. Those single nights are an expensive way to cruise.
(0:48) So why not take this same discount philosophy where a boater commits to more dockage and receives a discount, and then push that into a third dimension? The third dimension could be either a time split or multiple boats traveling together.
(0:42) Here's an example. We worked with a Partner marina that offered a "split week." They're located at a popular river cruise destination and close to provisioning. Stopping there for a couple of days allows boaters to come in and get ready for their river cruise. When coming back, they'll stop again to finish out their pre-paid week. By letting them split the weekly rate, the made it a no brainer for boaters to pay for a full week instead of just one or two nights.
(0:31) If you're somewhere along a snowbird migration path, consider a "split season" offering. Boaters pay for a week or a month and can split the time at both ends of their cruising season. You're locking them in, creating habits, and getting them to stay for longer periods of time than normal.
(0:23) Or why not take your weekly rate and offer it to multiple boats that come in together for one night? For example, if you typically offer a weekly rate that is 7 days for the price of 4, why not charge 7 boats that come in together a transient rate of 4/7ths? That 42% discount will get noticed quickly. I can easily argue that you are not only getting the same monetary value, you are also getting 7 times the exposure to boaters who will then write positive reviews and spread the word. It all happens by using a third dimension in your pricing.
(0:08) It's time to think outside the usual. Try new things, measure your results, and learn what works.
(0:02) And that's the marina minute.
(1:09) We were having dinner with some fellow cruisers and the conversation turned to things they look for when selecting a marina. One of the boaters said, "Every marina needs to imagine what it's like without a car." The comment received instant support from the other boaters.
(1:02) Do you know what it's like to live at your marina without a car?
(1:00) If you are a marina that wants transients to stay for more than just one night, you need to understand the issues surrounding transportation for boaters. The best way to do that is to experience it yourself. There is no faster or more accurate way to understand the issues. Once you truly understand them, you will be better positioned to offer solutions that transients will love.
(0:52) One day this week leave your car in the parking lot and see what it is like to live without a car. Take a walk to that grocery store that is "just up the road." Fill several bags and walk back. Consider how safe the roads are for walking and biking. Is there a better route you might suggest?
(0:45) Actually take the bus that stops nearby and find out how easy, or hard, it is to get where you want. Learn what stops are best and understand how any transfers that are needed work. Call the local taxis service and see how long it takes and how much it costs. Really understand the options that boaters have.
(0:38) Then you will be ready to provide all of the information I want and need. This will likely encompass a wide range of things.
(0:34) Real distances to the nearby services is the most critical. I can't count the number of times we have been told that a store is "only 5 minutes away" only to discover that might be true if we were in a car driving 50 mph. The difference of one half versus one mile to someone on foot is huge. So don't guess the distances. Actually measure and record them. Then include that information in your welcome packet. Let me decide if I can walk, bike, or need motorized transportation.
(0:22) Providing a map is great but at a minimum offer a list of services and amenities nearby with the address, phone number, and real distance from the marina.
(0:18) Know all possible transportation options available including bus, taxis, rental cars, and rental bikes. Provide contact information and other details, such as the bus schedule, in your welcome packet. Make it easy for a transient boater.
(0:12) I've written about this before. If access is difficult and options are few, consider offering a courtesy car or a shuttle service. This is an amenity that is becoming more common and definitely something that transients look and plan for.
(0:06) Solving boaters' transportation issues can bring in more boaters and get them to stay longer which means more revenue for your marina.
(0:02) And that's the marina minute.
(1:04) Last week I talked about some examples of how you might be sending messages to boaters that are unintended. It's easy when you walk past things every day to fail to see them as others do, or to not see them at all. If you missed last week's Minute you can always read past Minutes on my blog. The link is on the right.
(0:55) The second example I gave included an image posted by a boater of a questionable sign at a marina. He didn't simply describe the sign he didn't like. He showed a picture of it. How many of you felt a shiver when you saw that? You can see it again here:
https://www.eboatcards.com/blog/213/some-business-policies-make-my-head-hurt/
(0:47) It's no longer the paparazzi who can snap unflattering photos and publish them. With YouTube and Facebook, and yes, even eBoatCards, anyone can document their experiences and publish them for the world to see. Of course, they can post positive images also and many do.
(0:39) When we first released ActiveCaptain we found some marinas weren't happy with the notion of having boaters write reviews. It took some time and some education but they came around. The quality marinas actually came to embrace the new reality of customer reviews. They have thrived is this new world.
(0:31) Unless you've somehow missed the advent of Facebook and blogs and YouTube, it should come as no surprise that customers are now documenting their experiences with more than words. They are using pictures and video to show their peers what they are experiencing, both good and bad. The blog entry I referred to last week is a good example.
(0:23) Are you prepared for the new realities coming as your customers start to document your facilities? In the same way that customers have turned away from self-proclaimed experts for service and product reviews, boaters are looking to their peers to provide the real story in visual form. Remember what they say, a picture is worth a thousand words.
(0:14) We all know that visual media can be powerful. Make sure that your facility can measure up. Make it someone's job to ensure that your facility is clean and appealing. If you didn't walk the grounds and check your signage after last week's Minute, don't let another week go by. And as you look around think about how it would look as a picture on the Internet. Now's the time to make your marina picture perfect.
(0:02) And that's the marina minute.
(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.
