(0:56) Last New Year's I chose 3 of my favorite Minutes from the past
year and highlighted them. Your response was so positive that I decided
to do the same this year. Below are the 4 Minutes that received the most
feedback including one series that you found most helpful. Now is a
good time to check them out if you missed them or to read them again as
you enter the new year.
(0:46) What's a Bitter End?, January 29, 2013
It's often the most basic things that we overlook. But it is also the
basics that will have the biggest impact on boaters impressions of you
and your facility. Make sure that your staff is trained to impress from
the moment they grab a boater's lines:
http://www.themarinaminute.com/2013/01/whats-bitter-end.html
(0:38) The Welcome Packet, March 26, 2013 Without question, this series is the most requested Minutes of all time.
A Welcome Packet is a valuable marketing tool because it enhances the
boater's experience. A positive experience leads to positive reviews
which provides critical word-of-mouth marketing. Now's a good time to
make sure your Welcome Packet is up to snuff:
http://www.themarinaminute.com/2013/03/the-welcome-packet.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-start-at-home.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-check-out.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-whats-happn.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-extras.html
(0:24) Embrace Failure, May 7, 2013I was pleased that so many of you loved this Minute. The word "failure"
is such a negative term that I feared you would balk or think I was a
bit daff. But having the courage to face the possibility of failure can
lead to your greatest successes:
http://www.themarinaminute.com/2013/05/embrace-failure.html
(0:16) Embrace Customer Complaints, November 26, 2013Embrace Customer Complaints, November 26, 2013
This was another
Minute that looked at something most of us would rather not deal with.
But there is no better or faster way to improve your business than to
let your customers tell you where you need to change. Make it easy for
them to provide feedback, listen to and act on their complaints, and you
will see more business:
http://www.themarinaminute.com/2013/11/embrace-customer-complaints.html
(0:07) Make sure to read tomorrow's ActiveCaptain Newsletter for a run down on our plans for 2014. I wish you much success in the coming year!
(0:02) And that's the marina minute.
(1:04) I've been thinking about what makes a marina stand out or be a place a boater wants to return to - one the boater will write a positive review about and recommend to fellow boaters. What kept coming to mind was "the experience," that somewhat intangible thing that makes me feel positively towards a place.
(0:57) The good news is that an experience can encompass many and varied things. That means that pretty much any place can increase the boater's experience by focusing on and playing up their assets. It often goes far beyond what you offer right at your facility and can often make up for less than perfect docks or some missing amenities. Here are some examples that I have experienced directly as a liveaboard boater.
(0:46) The dog park at Titusville Municipal Marina in Florida was an amazing gem. A large friendly dog park literally next door to the marina. A place where we could give the canine crew a break. We found this on our own but after pointing it out to the marina, they've been promoting it on ActiveCaptain and putting up signs directing pets and owners to the park. The response has been terrific. And we can't wait to go back again.
(0:35) The boater's lounge at Dowry Creek Marina in Belhaven, NC turns a simple marina with decent yet basic facilities into a must stop location. Every night boaters gather for docktails, or a potluck, or a party. Mary, the owner, lets you know when you check in what is happening and invites you to join in. It feels like home.
(0:27) We've discovered most of our favorite restaurants when an employee has recommended a lesser known place loved by the locals. Basil Thai Restaurant in Charleston is one of our all time favorites which we visit again and again. Just last week we needed a place for a business lunch in Panama City, FL and were pointed to Bayou Joe's. We're already planning our return trip.
(0:16) The Commodore Theatre in Portsmouth, VA takes the rare movie theater a boater can walk to and ups the stakes by adding a beautifully renovated art deco interior and comfortable seating around tables with food service. We'll pretty much stop in there and watch anything that's showing.
(0:09) There are many, many more examples I could give but the secret is to find your special attraction and work it for all it's worth. Make sure you can point boaters towards your special gems and they'll help you turn those gems into more revenue.
(0:02) And that's the marina minute.
(1:05) Over the past few weeks we have been enjoying the bustle of civilization after spending weeks on the major rivers. One of the things we love doing is walking through the town centers and squares, looking at shops and restaurants and other entertainment choices.
(0:58) It got me thinking about the importance of a walking map to draw transient boaters to your facility and to ensure that they have a good time when they visit. If you are close to a pretty town, an interesting shopping experience, or have any kind of entertainment, you should develop an appealing walking map.
(0:50) It's easy to focus only on the things provided by your marina when you think about your marketing plans. You highlight your amenities, point out your services, maybe even talk up the staff. And those are all important to a boater deciding where to stay and can certainly make boaters choose your marina over the one next door.
(0:42) But that depends on the assumption that a boater is coming to your area. For many of you, your competition isn't simply the marinas nearby, it's the towns and places all around your location. So it's important to let boaters know what there is to do if they come to visit. This is particularly relevant for attractions within walking and biking distance of the marina.
(0:33) We've been to places like The Wharf Marina in Orange Beach, AL that has restaurants and quaint shops, a movie theater and even a Ferris wheel. Transient boaters fully appreciate a movie theater they can walk to. We saw our first movie in many months at The Wharf. We nearly passed by Pensacola where we walked off the boat into the beautiful city with almost endless possibilities. The same is true of Panama City where the Marina Civic Center is literally right next door. We missed seeing Bonnie Raitt by 2 days!
(0:19) It is worth spending some time on your walking map and working with the local businesses who may also help put it together. Encourage them to include specials, discounts, and more in your packet. Use this tool to help a boater's stay become exceptional which leads to good reviews, word of mouth, and return visits. But also use it as a marketing tool. Include a PDF of the walking map on your website to help show what's available in your area. That let's boaters know why they should come to your town or community.
(0:07) Show me that I will have a good time and I will visit. Then help me have a good time when I arrive and I will come back and tell other boaters.
(0:02) And that's the marina minute.
(1:04) I have often written about encouraging, even embracing customer complaints. What many fear is having a negative exchange in public. I think most of us would prefer to be criticized in privately.
(1:00) There are several things you can do to encourage your customers to let you know if you've fallen short, so you can make things right before they sit down and tell the world. It all goes back to creating an environment where feedback is encouraged. Let your customers know that you want to offer them exceptional service and also want to know if it's not happening. So send them that message right from the first interaction.
(0:51) From the dockhands grabbing the lines to employees passed on the dock to the moment a boater leaves, every employee should be looking for ways to make that boater's stay exceptional. After helping a boater settle in, and handing them a map of your facility, the dockhand's final words should be, "Please let us know if you need anything else."
(0:43) Your check-in procedures and Welcome Packet are another important opportunity. Your Welcome letter should state that you are striving to provide exceptional service and let boaters know who to contact if they have a problem. This should also be communicated verbally, again, "Please let us know if there's anything you need."
(0:29) But don't make it just lip service. Every employee needs to be trained on the importance of eliciting feedback. Make sure that every employee asks boaters about their stay. How can I help? Is everything alright? Do you need anything? Ensure they know what to do with the information, good or bad. It doesn't work to ask the questions without follow through.
(0:21) I'm reminded of an experience when renting a car that was less than expected. When I returned it I was asked by the attendant who was busy checking me out on the computer, "How was your rental?" I proceeded to tell him about the few things that weren't right, whereby he looked up like a deer in the headlights, mumbled what I think was "Sorry" and finished the transaction. While he'd been told to ask the question, there was clearly no desire to really hear my response, let alone deal with it.
(0:07) Let boaters be heard and responded to while they are still at your docks, when you have a chance to make things right, and you will be rewarded with more positive reviews.
(0:02) And that's the marina minute.
(1:02) One of the best ways to improve your customer service is to listen to, encourage, and embrace customer complaints. While we all love to hear compliments, it's customer complaints that can lead to the greatest growth.
(0:54) I ran across a document from the Federal Government looking at how to better resolve their own customer complaints. I found their points excellent and completely relevant to the private sector as well. They looked at "best-in-business" for customer service to determine why they succeeded and how they could do the same. Here is a summary of what they found.
(0:46) 1. Make it easy for your customers to complain and your customers will make it easy for you to improve.
The best-in-business want their customers to complain. Informed customers know how your services should work. If things are not working, customers are the first to know. The best-in-business use customer feedback to identify and resolve root causes of dissatisfaction and to change their services to ensure that the customer will be quickly satisfied.
(0:35) 2. Respond to complaints quickly and courteously with common sense and you will improve customer loyalty.
They found that customers reward companies that quickly solve problems by remaining loyal customers. A speedy response can add 25 percent to customer loyalty.
(0:27) 3. Resolve complaints on the first contact to save money and to build customer confidence.
A call back which involves two or more employees costs more than a call that is handled right the first time. The research confirms that resolving a complaint on the first contact reduced the cost by at least 50 percent.
(0:20) 4. Technology utilization is critical in complaint handling systems.
Use your computers to develop a data base of complaints. See if you find a trend. Then fix it! The best-in-business electronically compiled customer complaint information and presented it to everyone, including management, so that the organization could better align services and products to meet customer expectations.
(0:10) Think of complaints as those gems that help you improve. Make it easy for customers to complain, even encourage complaints, and then bend over backwards to set things right and make changes so that future customers do not experience similar problems.
(0:02) And that's the marina minute.
(1:00) We owned a 180 year house in Maine. When we acquired it over 20 years ago it was in need of TLC - paint, kitchen and bathroom updates, and much more. Our improvements enhanced our home but only because the basic structure was sound - a good foundation, strong timbers and square beams. Without that, our improvements would have been just window dressing.
(0:49) The same is true for your marina. Yes, it is important to try new ideas, new technologies, maintain the facilities and enhance them when possible. But all of this is for naught if you haven't succeeded in providing excellent customer service. That is the foundation of what you do. New expensive docks, fancy amenities, and a luxury courtesy car will not fix a poor attitude or lack of focus on satisfying your customers' needs.
(0:36) I was reminded of this as we sat with Sonny Middleton, owner of Dog River Marina in Mobile, Alabama, and his staff. We had spent nearly a week at the facility observing, talking to staff and customers and were impressed with what we saw and heard. It all focused around putting the customer first and going that extra step. Sonny was fond of saying, "We have to earn it every day." And he's right, we all do.
(0:25) It got me thinking back to the basics and I wanted to share the content of a sign that is placed around the facility where the staff works. Now I know a sign won't impact behavior on its own but if an organization follows through on the principles, it can be an important reminder.
(0:18) The 10 Most Important Customer Service Words:
-
Yes
-
Thank you.
-
Glad you called.
-
How did we do?
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How may I serve you?
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What is most convenient for you?
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What else can I do for you?
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I'm not sure, but I'll find out.
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Thank you for your business. Please call us again.
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I apologize for our mistake. Let me make it right.
(0:08) It's not high tech. It's not the latest thing. One might even call it old fashioned. But spoken sincerely, these words will bring you more business.
(0:02) And that's the marina minute.
(0:59) This week I am deviating from my usual focus on a marketing idea to get you ready for a major announcement we will be making in tomorrow's ActiveCaptain Newsletter. The ActiveCaptain Companion (the Companion, for short) puts in place another component in our vision of tools to make boating safer and more enjoyable. It will combine the ActiveCaptain data with the social aspects of eBoatCards to bring boaters a totally different type of marine electronics. It's not a website. It's not a navigation program.
(0:44) The Companion is an application that boaters use at their helms, beside their chartplotter. It will alert them to information they want while underway. It's their companion at the helm. The application is being released simultaneously across the major computer platforms - Windows, Macintosh, Android, and iOS - for laptops, tablets, and phones. And it's free.
(0:34) The first release will display all of the ActiveCaptain data, including the Sponsor information, and will alert boaters about known hazards as they come into proximity of their track. We are rolling out the features slowly so that all of us can learn what is needed, what the issues are, and how to best utilize this new capability. After all, there is nothing like this out there today.
(0:24) As usage grows we will add new features such as warnings about bridges that need to by lifted based on the boat characteristics entered in the boater's eBoatCard. It will show where friends or members of a club or group are with the addition of the Locator Service.
(0:15) It will also allow ActiveCaptain Sponsors to see boaters in their area and send messages such as a special offer to draw a boater in or a welcome to a returning customer. The possibilities seem endless.
(0:09) Make sure you catch tomorrow's newsletter and future newsletters as we discuss and roll out the features bit by bit. It is exciting, it is new, and I look forward to working with you to discover all the possibilities.
(0:02) And that's the marina minute.
(1:04) "Not all change leads to progress. But progress is impossible without change."
(1:01) I think it is natural to be afraid of change. In nature knowing what to expect and how to deal with it can literally mean the difference between life and death. Not adapting to change can lead to the elimination of an entire species. Adapting successfully means survival and thriving over time.
(0:53) While I need look no further than my two dogs to witness the comfort they take from routines, I know that one thing that makes humans different is that we can deal with the uncertainty and fear that comes with change. And in dealing with it we can actually embrace change rather than simply respond to it. That is the difference between getting by and moving forward.
(0:42) The fact is that you cannot prevent change from happening. If you try you will only waste a lot of energy. It is far wiser to use that same energy to adapt to change by learning how to make it work for you.
(0:36) The next time your organization sits down for a strategy meeting or budget discussion, try throwing away what you did before. Take the position that you are starting your business anew, that you can go in any direction you wish, and then ask, "What would we do?"
(0:29) I'm not saying that you should necessarily change everything or anything. I'm saying that you should always be open to trying a new direction, considering that what worked before may not work any longer, in other words, be open to change.
(0:21) Coming from an entrepreneurial background, I'm always amused when people speak with awe of some amazing David and Goliath story. The tiny little start up that ousted the market leader. In every case I've seen, the defining moment was when the market leader fought change while the start up used it to their advantage.
(0:10) So be nimble, embrace and even encourage change. Use it to move forward and find new successes.
(0:06) "If you always do what you've always done, you'll always get what you've always got."
(0:02) And that's the marina minute.
(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.
