(0:56) I've writte about how you can minimize the impact of a negative review by having many positive reviews surrounding it. It is important to note that your business doesn't live or die from a single review, good or bad. Consumers today are savvy about online reviews and know how to interpret the outliers. But to do that we need a lot of input from our peers. Which restaurant would you choose, the 5 star with 3 reviews or the 4 star with 100?
(0:44) Increasing the number of boater reviews for your marina is critical for success. A large number of reviews offers recognition as a destination, gives your ratings credibility, affords a chance for your happy customers to be your sales people, and can minimize the impact of an errant negative review.
(0:37) Never turn down an opportunity for a positive review. How? Ask! Encourage every happy boater to leave a review. Many marinas are hesitant or embarrassed to do this - you shouldn't be.
(0:32) Do not discount the simple idea of just asking for a review. Few businesses ask their happy customers to speak out. When a customer comes in with compliments, mention how important happy customers like them are to your business.
(0:22) Another easy and often effective approach is to post positive comments in a location where your customers will see them along with a reference to the review site. This simple action is not only a good way to promote your positive points, it can inspire a happy customer to do the same. Post positive reviews on your website with a link back to the review site making it easy for other customers to leave their own reviews.
(0:12) The restaurant and hotel industries has been doing this for a long time. They understand the growing importance of customer reviews for their business's success.
(0:06) You've worked hard to build a good business. Make sure you are getting all of the recognition you deserve.
(0:02) And that's the marina minute.
(0:50) No matter how good you may be, eventually every marina will experience a negative review. 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. That old sports cliche is true here, "Your best defense is a good offense."
(0:39) 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 you can take now to reduce the impact of negative reviews coming in the future.
(0:33) 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 promote what you can't deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.
(0:23) 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 to encourage positive reviews from happy customers. People like to offer their opinions and are happy to support the businesses they like. Sponsors should include the custom Review Card in their welcome packets. Surrounding a lone negative review with honest positive ones makes the negative review disappear.
(0:12) 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.
(1:06) My Minutes typically draw on my own experiences as a liveaboard cruiser and marketer. But I also like to listen to what other boaters, marinas, and people involved in the marine industry have to say and incorporate that wisdom, experience, or knowledge. A fairly new boater email me a suggestion to pass along to marinas through the Minute. What she wrote about was just a "little thing" but it struck a cord with me and I know other boaters feel the same way.
(0:58) As I've addressed in other Minutes, coming into an unfamiliar marina can be one of the most stressful moments of a cruiser's day. There are so many things to consider - current, wind, and the directions to the slip. While there's little you can do for the first 2 items, it is fairly easy to remove the stress from the last one.
(0:51) A typical marina will lay out their docks along lettered rows with numbered slips. When we make our VHF call as we approach the marina we'll often be told something like, "You'll be on C dock in slip 16." Then we may receive some additional instructions, port/starboard side, X slips down, or some other direction for finding our slip, such as, boat names we'll be near or landmarks on shore.
(0:43) Too often the directions are confusing in ways you may not even realize. Remember, we are new to your marina and everything we see is unfamiliar and must be processed while doing numerous other tasks. Add to that, missing or blocked signage and you quickly create a confusing and stressful situation. I think fellow boater Annette on Magnolia said it best in her email:
(0:35) "It would be most helpful if marinas would include a map of their slips with how the slips are labeled and numbered. This could be on their website. Sometimes they have the letter of the pier but not whether the slips are numbered odd/even or high to low. This would be a huge help for newbies or those new to a marina to reduce docking stress by at least knowing which direction to head. St Augustine Public Mooring field had a good map. Also really good signage helps."
(0:25) If you already have such a map, make sure it is easy for boaters to find on your website. Consider putting a link to the page under the Dockage/Docks section of your ActiveCaptain marker. If you do not have one, now would be the time to develop one.
(0:18) It is also the time to visit the docks and make sure that they are well labeled. And I don't mean from the land side. We have visited many marinas that have wonderful signage at the head of the docks and on power pedestals. That works well if I'm approaching by land but I'm unable to see that signage from my boat. Make sure that there is equally good signage visible from the water.
(0:09) Remember this is my first interaction with your marina. Make it a positive one and you are well on your way to providing me with an excellent experience. Make it a negative one and you are forced to play catch up. Make sure you're starting off on the right foot.
(0:02) And that's the marina minute.
(1:00) Several Minutes have covered the importance of communicating with your customers. We are often asked if it's possible to get in touch with a boater who has stayed at a marina and written a review. While our privacy policy prevents us from revealing a captain's email address to anyone, there is an easy-to-use solution that will get your message through.
(0:50) The ActiveCaptain website provides a capability to send a personal message to an ActiveCaptain user from any review. Personal messages are powerful tools for communicating with boaters in positive ways. Use this capability any time your marina receives a review to thank the boater when the review is positive and to work to make things right when it is not.
(0:42) To send a personal message to an ActiveCaptain user, just follow these simple steps:
1. Click on the Captain name that appears at the top of the review. A pop-up menu will appear.
2. Select "Send message."
3. Enter a message title and the message text in the window.
4. Select "Submit."
(0:33) The next time the Captain logs into the ActiveCaptain website there will be a notification that a message is waiting. Captains may optionally have messages sent directly to their email inbox. It is a good idea to offer a way for the Captain to communicate with you directly by including your email address or a phone number in the message.
(0:25) The Captain can also reply to your message within the ActiveCaptain website. It is good practice to regularly check your ActiveCaptain account for messages or to have the messages sent to your email inbox.
(0:20) To configure extra email capabilities for the messages that are sent to you, follow these steps:
1. Select "My Card" from the tabs on the left side under The Interactive Cruising Guidebook.
2. Click on "More" beside "My Details" at the top. A pop-up menu will appear.
3. Select "Edit".
4. In the "My Details" window check the box next to "Send email when a message is received."
5. Select "Submit."
(0:10) Remember to keep your communications professional and relevant. ActiveCaptain messaging may not be used to SPAM users. Arguing or harassing a captain is always bad. Use messaging sparingly and appropriately and it can be a powerful marketing tool.
(0:02) And that's the marina minute.
(1:08) It's always a good time to review some of the fundamentals of exceptional customer service.
(1:06) Know who you work for.
Never forget that the boater pays our salary and makes your job possible. Ultimately, it is the boater who is the boss. Understanding and meeting boaters' needs is the only way to success.
(1:01) Never stop listening.
To understand what boaters want and need, be an excellent listener. Don't make the mistake of assuming you know, no matter how many years you have been in the industry. You may be surprised to discover what's really important. And don't forget, needs change over time and vary from boater to boater.
(0:54) Identify and anticipate what boaters need.
By listening you uncover what boaters want and that goes beyond a product or service. It's about what it does for them - how it makes their life simpler, more comfortable, or safer. It is only by matching the benefits of a service to the boaters needs, that you will have a truly satisfied customer.
(0:47) Make the boater feel important and appreciated.
Every boater, no matter how large or small their vessel, deserves to be treated as important individuals. Use my name, thank me for my business, help me in a way that is specific to my needs. But be sincere and honest. We can spot a fake a mile away.
(0:40) Finds ways to say "Yes".
Of course, it is not always possible to meet every request but resist the habit of simply saying "No". Instead, strive to find a way to meet a request whenever possible. Go beyond what is "standard". Every "Yes" means a happier customer.
(0:34) Be able to sincerely apologize.
None of us are perfect and we all make mistakes. When things go wrong, sincerely apologize. Handle the problem quickly and communicate to the boater what you are doing to resolve the issue. This holds true even if it was the boater's fault. A sincere apology can go a long way to calm tempers and help everyone come to a resolution.
(0:27) Provide the boater more than they expect.
Simply meet my expectations and I will be satisfied, exceed them and I will become a loyal customer and tell others. Think about how you can reach beyond the expected even in small ways. These are the acts that will get you remembered.
(0:21) Always keep your promise.
Never take the commitments you make lightly. Delivering on your promises should be your top priority. Of course, there are times when the unexpected happens or an issue beyond your control interferes. You can still show your commitment by communicating quickly, apologizing, and letting the boater know what you are doing to get things done.
(0:14) Seek boater feedback.
Always encourage and welcome any and all feedback from boaters. Know what you are doing well and even more importantly, where you can improve. Letting boaters know you want sincere compliments and complaints tells them you care about their business and want them to come back. Then listen to what they tell you and act to improve.
(0:06) Give every boater exceptional customer service and you will be rewarded with repeat and new customers.
(0:02) And that's the marina minute.
(1:00) We've been liveaboards for over 12 years now and running ActiveCaptain for about 8 of those years. When we started, the waterways were full of boats and if you wanted a slip for the night you needed a reservation. We all know that changed after 2008. We could pull in anywhere no matter how late in the day and have our choice of slips.
(0:53) Some marinas weren't able to weather the downturn. Not only was there less business for all, but boaters now had more choices which meant they could easily bypass marinas who weren't offering the same level of service and amenities as their competition.
(0:47) We began seeing a few more boaters a year or 2 ago but this past year we saw a dramatic increase. The waterways are busy once again. Marinas are fuller and we've even encountered a few marinas that were unable to provide us a spot because they were full. That makes me smile.
(0:40) If you haven't felt the change yet, I'm confident you will soon. You'll see fewer empty slips and more transients coming and going. Financial pressures will ease while you and your staff will become busier. How will you handle this good fortune? Will you be the ant or the grasshopper?
(0:33) OK, I'm not a complete Scrooge. Take a moment, thank your staff, maybe have a small party. Then you've got work to do, because right now is the best time to prepare for the next downturn.
(0:27) No, I'm not making a political statement or buying into those who thrive on doom and gloom. I'm simply being pragmatic. Everything happens in cycles with good and not-so-good times. Make sure you're the ant, using your good times to ensure you are prepared for the next not-so-good time.
(0:20) Now is the time to make those repairs you may have put off, upgrade your existing amenities, or add that new amenity boaters have been asking for. Make sure you are in prime shape before another downturn occurs.
(0:15) Study your reviews to find where you can improve. From the beginning, the number 1 reason for a boater deducting a star is poor bathrooms. More recently, the number 2 reason is poor WiFi. Use your increasing revenues to make your facility a premier one. That way when the next downturn comes, yours will be the marina that boaters choose. This will better prepare you to weather the storm.
(0:05) A little extra work and effort today will pay off in the future.
(0:02) And that's the marina minute.
(1:01) We've been moving steadily north along with many other boaters along the US east coast. The days have been longer as we try to put on a few more miles to get home to Maine for the summer. It's when we find ourselves in this traveling mode that we really come to appreciate the value of ActiveCaptain hazards. Following the advice and instructions of boaters who have come before us has made our cruising more relaxing and enjoyable. Are you utilizing the hazards near you to your advantage?
(0:50) Yes, I did mean "advantage." When we first introduced the hazard markers we had marinas that contacted us wanting the ones near them removed. They were concerned that if boaters saw a hazard, it would scare them away from the marina. They didn't realize that it was the best thing for boaters as well as an incredible benefit to the marina.
(0:42) ActiveCaptain works because it's real. It provides the kind of honest, accurate information that today's consumers have come to expect. Gloss, hype, and superlatives no longer work. Marinas lose stars in reviews when boater's expectations don't match reality. So it's important for you to ensure that boater experiences are positive and that the only unexpected finding is an unexpected positive one.
(0:34) Based on boater feedback, the ActiveCaptain hazard markers are one of the most appreciated aspects of what we do. Why? Because they help remove uncertainty. They make the inevitable issues boaters encounter along the way more manageable.
(0:28) You see, the hazard, whether it is shoaling, an underwater obstruction, or a missing marker, exists whether there is a yellow marker on it or not. If a boater encounters that hazard on their way to your marina, they will be having a bad experience. However, if they can be warned and even offered information about how to avoid the hazard, there is no bad experience.
(0:19) There are some marinas that have taken on the task of keeping hazard markers near them up-to-date and accurate. Some contact local towing services or the Coast Guard, and some even periodically take a skiff out to measure depths and check on current conditions. I think that's really smart.
(0:12) If you have areas that boaters will encounter on their way to your marina that can cause problems, don't try to hide them, shine a light on them and help the boater arrive safely at your facility. Locate any hazards near you and make it your goal to keep the information current. Put a comment on the hazard with your marina's name to let them know the information is real, local knowledge. The boating community will benefit and so will you.
(0:02) And that's the marina minute.
(1:30) As we make our way north this spring, we have been stopping in to chat with quite a few marinas. It's important to me to understand how we are helping our Sponsor marinas succeed and where we can do better. In the course of doing this I found several things that I could be doing better. My discovery leads to a lesson for you on two levels - one theoretical and one practical.
(1:21) First, it's dangerous to assume that your customers know and understand all you have to offer. It's important to never stop promoting your strengths, particularly ones that set you apart from your competition. I discovered that I was falling short in getting the message out about updating fuel prices in the ActiveCaptain database. We have some simple yet powerful ways of doing this.
(1:13) I found that most marinas either didn't know or didn't fully understand the several options they have for keeping their fuel pricing up-to-date. There is no other piece of data in ActiveCaptain that changes more frequently than the price of fuel. If you compete based on your fuel price then it is imperative that you make sure your price is current and accurate. We offer a variety of ways to do this which brings up the second lesson.
(1:05) Every marina was familiar with our Monday morning fuel update emails and happily informed me that they get them each week. However, when I pointed out that their fuel price was X weeks old in the ActiveCaptain data, I usually heard, "Well, that's because the price hasn't changed." And that's a problem - a price has little meaning unless your customer knows how current it is. If you carry fuel, look at your marker. Notice that the price is always associated with a date - the date it was updated. So even if you haven't changed the price, it's just as important that you change the date. Fortunately, we've made this trivial.
(0:55) If you look closely at the fuel update email, you'll see that there are two links. It's important that you select one of them every week. The one on the right is familiar to everyone. Clicking this takes you to your fuel update page where you can modify your fuel price and even update your slip pricing. But the link on the right is equally important.
(0:47) Notice it says "Prices Correct." If your fuel price has not changed, click this link and we will automatically change the date associated with your fuel price to the current date. There's nothing more to do. This tells boaters that the price is still good. Making sure you select one or the other will keep your fuel price current on a weekly basis.
(0:40) But what if updating your price once a week isn't enough? If fuel is a truly important part of your business, you may want to update your pricing more often. I've seen some marinas that update it daily. Keeping your fuel pricing fresh tells boaters that this is important business for you and that you are staying competitive.
(0:33) Of course, you can always go to your marker on the website, select the Fuel tab and enter a new price and date, but there are some better ways. ActiveCaptain Sponsors can quickly and easily update their fuel and slip price anytime by going to their Sponsor page. On the righthand side, we show the current fuel and slip pricing listed in the database along with each price's date. If your pricing is old we even issue you a warning in red - think of it as a gentle nag from me. You can easily update your prices by selecting "Update Prices" to go to your fuel update page, or you can select "Update Dates to Today" if your pricing hasn't changed but you want to quickly change the date.
(0:16) An alternative method is to keep a copy of the fuel update email so you can open and access it at any time. Those links don't only work on Monday mornings! I've even had marinas who have created a shortcut or bookmark to their fuel update page so they can go to it whenever they want.
(0:09) If fuel is an important part of your business, make sure boaters always have your most current pricing and the only way I will know it is current is from the listed date. It's quick, it's simple, and it will bring you more business.
(0:02) And that's the marina minute.
(1:04) I've written about the importance of a boater's first interactions with your marina. Often this is with your dockhands whether communicating on the radio or handling lines as a boater pulls in. Not long ago I overheard a radio exchange that got me thinking about this critical component of the boater's experience.
(0:58) It was a blustery day at a marina that has strong river currents. As a boater approached and began his communications with the dockhands, he began asking a series of questions. He wanted to know the wind strength and direction at the marina. He said he was new to his boat and was concerned about the conditions. He asked if the current, which was running strong, was any less at the slip, and what was the direction.
(0:49) As I listened I was quite impressed with the care the boater was taking to gather important information before he entered the marina and was in tight conditions getting into a slip. The conditions were certainly tricky. The dockhand described where the slip was and the boater asked, "Do you think it will be difficult getting in there?" The dockhand responded, "Well, that depends on your skill level."
(0:40) Wow, I really can't think of a worse reply. Best case, the boater may feel insulted by that remark. Worst case, he might feel challenged to try a maneuver he is not comfortable doing. That could easily wind up being a bad day for the boater which will mean an even worse day for the marina.
(0:33) Boaters come in all levels of skill and confidence. And every one of them deserves to be treated with respect. Every last one of us was new and inexperienced at one time. There is no shame in that. This particular boater in acknowledging his inexperience was showing great wisdom. He will likely become an accomplished boater quickly and boat for many years to come.
(0:25) Which leads me to my most significant point. A new and inexperienced transient boater coming into your marina should be viewed as a golden opportunity. This is a boater who is learning and discovering the places to go. He hasn't developed habits about where he stops. And you have the opportunity to give him an exceptional experience that will make him want to return. That will make you a part of his new habit.
(0:13) So while all boaters should be treated with respect and professionalism, take extra time with that newbie who may feel a bit nervous and need a little more guidance. Answer his questions respectfully and help him increase his confidence. This is an investment in the future. The average long-range cruiser cruises on his boat for 10 years. Handle him well today and you will be rewarded with his business for years to come.
(0:02) And that's the marina minute.
(1:12) I've written about the role that specials should play in attracting boaters to your marina. Discounts should be offered for only one reason: to change a boater's behavior. Remember, you don't need to change behavior when you are full or overbooked. When you need more business, that is the time to provide incentives for me to come in.
(1:03) Timing is critical to ensure you are getting the most out of your discounts. But the offer itself is as important, if not more important. After all, if you expect me to do something different than I was planning, you'd better make sure your offer hits home. Think of it as the bait that will draw in the boater. Before you can determine what your offer should be, you need to think about a few things.
(0:56) First, it is imperative that you have a clear idea of what you are trying to achieve. Are you looking for boaters who are new to your marina? Do you need to fill in business at specific times? Are there new or underutilized services you wish to promote? Are you targeting transients or longer term slipholders? You must know what you want to accomplish before you know what to offer. You also have to know how you will measure the results.
(0:47) Next, you need to understand the audience you wish to target and the motivations needed to change their behavior. If your offer is not perceived as valuable and relevant to them, it will be passed over. Think about the target, what they need, what's important to them, and then come up with an idea that's relevant, timely, interesting, and genuine.
(0:40) If you're looking to fill your storage space, you might offer a free month when the boater pays for X months. Alternatively, transients might be attracted by a free dinner at your restaurant. You could introduce your boatyard capabilities with a free short haul for new customers.
(0:34) Make sure your offer is concise and clear. Simple is better. Simple makes me read your offer and allows me to quickly understand it. Be bold about what I save. It's fine to tell me the price but then follow up with, "that's a savings of..." Don't make me figure it out.
(0:28) Give me a clear call to action and set a deadline. "Must reserve by" or "Only 5 slips are available" will motivate me to take the next step so I won't miss out. Plus it allows you to control your discounts so they are more likely to achieve your goals and maximize your revenues.
(0:22) Your offer must communicate clearly and concisely the thing that is special and what sets you apart from your competition. Your offer must be sufficiently appealing to make me stop and take note. It should motivate me to take action.
(0:16) Don't forget to consider other businesses you might partner with to sweeten the deal even more while benefiting each of you. Consider combining dockage specials with service work to fill in the downtimes for both businesses. Or help introduce a new restaurant to the transient community with a dock and dine special. Be creative, be unique, and stand out.
(0:08) Special offers can bring you new business and incent boaters to use you during slow periods. This can boost your revenues and bring you more exposure. That's good for business.
(0:02) And that's the marina minute.
(1:06) I've recently published a couple of Minutes on marina WiFi. Response has been strong. I think there is little doubt that good, fast, reliable WiFi is necessary if you want to be a preferred marina to all boaters.
(1:01) From talking to many marina managers, everyone sees the importance of being able to stream video along with having reliable web access to pay bills and communicate with friends and family. We've now been involved with a couple of marinas cutting over to new technology and the new WiFi setups we have been involved with have performed even better than we expected.
(0:53) So that got me thinking about other advantages of super fast WiFi - advantages to you, the marinas. WiFi becomes a marketing tool in ways you might not have thought about. And I'm not just talking about promoting fast WiFi for boaters.
(0:48) Consider this. If boaters are now able to stream movies into the boat, watch YouTube, and use the full capabilities of Skype, well that means you can stream video out as well. Think what can be done with some well placed webcams at your site.
(0:43) First, cameras can become an amenity you can promote to your long-term and transient boaters. The ability to look in on my boat from home or other locations is not only comforting but is an added safety measure. We did just that this past winter when we left the boat to travel to relatives for the holidays.
(0:38) The marina we choose to leave the boat at not only had security gates but they also had a variety of webcams placed around the marina. We could go to their website and select the webcam near our boat and then zoom and pan to zero in on her. My husband left an AC light on in the pilothouse so we could easily confirm that the boat was still getting shore power. He checked it every night.
(0:29) That's a simple and inexpensive way to give me a reason to leave my boat at your marina. Another terrific use is as a direct marketing tool for your marina.
(0:25) To the joy of quality businesses (at the expense of poor ones), the internet has provided consumers with a better way to get the real story. In the same way that paper guidebooks written by self-proclaimed experts have been replaced by the real experiences of actual boaters, your glossy brochures and professionally crafted photo shoots are being replaced with real photos on blogs, Facebook, and YouTube.
(0:15) You can take part in this as well. Let prospective customers look around your marina using your webcams. They'll know they're seeing the real deal and can check back at various times to see what's happening.
(0:10) Of course, this requires having confidence in your facility. The fact is if you are concerned right now whether you want to let boaters take a peek at your marina, any day, any time, then you have some work to do. If you know that your marina can pass that test, then be proud and show boaters what you've got!
(0:02) And that's the marina minute.
(1:05) Whenever I run across a marketing or sales experience that grabs my attention, whether good or bad, I start thinking of how that might translate into something marinas can use or learn from. We spent a week at Marineland Marina, a terrific small marina that does so much right. When they let us know about the Tuesday morning farmer's market, we made plans to attend. Then in a communication with a fellow boater who'd passed through the week before, we were told to visit the "muffin man."
(0:54) Tuesday morning as we walked down the dock to the market we passed boaters with containers of muffins. We just had to see what this was all about. We met Hugo who makes dozens of different kinds of "Vegan and Gluten Free Muffins." Now I know that many of you are wrinkling a nose. But then you probably haven't met Hugo.
(0:47) Right away he begins chatting in the most pleasant way and without you realizing it, he has determined some critical information. Are you Vegan, counting calories, or just looking for a tasty muffin? Do you live nearby or will you be moving on? This information lets him know what to offer you. He has long stainless-steel tongs and quickly begins tearing off pieces of various muffins offering a taste. He tells us they freeze well and gives instructions for freezing them for later. He notes that my husband is interested in the calorie count and rattles off the calories for each muffin sample he gives.
(0:34) The bottom line. We went there to purchase two muffins for breakfast and walked away with enough to fill the freezer. And at $27 a dozen I still feel great about my purchase.
(0:28) So what can you learn from this? First, Hugo had an excellent product. Without that the rest would have been just showmanship. Then he gave every customer the feeling that he cared about them and their needs. He wasn't just selling terrific muffins, he was selling a healthy food option, or a Vegan lifestyle, or a reasonable calorie count, along with a wonderful taste. He focused his sell on what was important to me. He had the confidence in his product to give some away knowing it would lead to more sales.
(0:17) You can use these same skills when bringing in boaters. When you are crafting your promotional message think about the many different reasons boaters might come to your marina. Don't hesitate to offer specials during down times to bring in new boaters allowing them to "sample" your product. Be confident that they will come back and tell others when they experience what you offer.
(0:09) Understand the needs of boaters as individuals and try to meet those needs. Make it easy for them to get what they are looking for. Learn from these interactions to craft and modify your promotional messages to focus on what boaters care about. Give me an exceptional experience and I will not only return but will tell others.
(0:02) And that's the marina minute.
(1:04) I live on my boat. It is my home. So when I pull into a marina whether for a night, a week, or a month, that becomes my neighborhood. It is the place where I will shop, eat, take my canine crew for a walk, and maybe even use a doctor, dentist or hairdresser. Are you making sure that every transient feels welcomed to your neighborhood?
(0:57) I remember when I was growing up that there was a sort of ritual that took place whenever a new family moved into our neighborhood. If you were born after the 1960's it may seem quaint or old fashion but it was real. Women from the neighborhood would visit the new family. Over coffee they would get to know each other. And yes, there was often a cake or cookies involved.
(0:48) An important part of the meeting was an exchange of useful information about the area - we'd call that, "local knowledge" today. Which grocery store was best, who were the good babysitters, and information about upcoming events. It helped bring the newcomers into the neighborhood and made them feel wanted and welcomed.
(0:40) Now I'm not suggesting that you meet every transient boater with a cake and expect to sit down for a chat. Although a cake would certainly get you an invite onboard my boat.
(0:35) I was reminded of this ritual recently as we pulled into a marina and were politely and professionally greeted by the dockhands. We had been there before with a big draw being the nearby dog park. I thought how perfect it would have been if one of the dockhands seeing our two dogs straining over the bow would have said, "Welcome! Did you know there's a nice dog park right nearby?"
(0:26) That simple gesture would have made me feel truly welcome and special and told me that they really wanted me and my crew to enjoy our stay. It would have been a preamble to the Welcome Packet I would receive at check in.
(0:19) There are so many different ways you can add that personal touch. I've writte about farmer's markets. "How long are you staying? There's a great farmer's market - or local theater or craft fair - tomorrow."
(0:14) It could simply be, "If you're looking for a place to eat, we have some great suggestions in our welcome packet." Or, "Don't miss our downtown, it's lovely." Or even, "Let me know if you have any questions about the town."
(0:09) Make sure you are aware of what is happening nearby so that you can let boaters know. Treat me like a welcomed member of your neighborhood and I'll come back to visit again and again. I'll also let other boaters know what a welcoming place you have. And that will translate into more business.
(0:02) And that's the marina minute.
(1:04) It seems pretty obvious that if you provide the things your customers really want, your business will improve. Old customers will keep coming back and word of mouth and positive reviews will bring in new customers. Something I have often mention in Minutes is the importance of thinking beyond what is offered at your facility. Make sure to take in the nearby town and surrounding area. Any service offered within walking distance or accessible by courtesy cars and public transportation is a service you can promote to cruisers. The needs of cruisers are as widely varied as cruisers themselves and can sometimes be hard to predict. The best way to learn is to listen to their requests.
(0:48) But there is one need that is universal no matter what a cruiser's age or inclination or special needs. We all need to acquire food on a regular basis. I've probably belabored this point enough that you know to include the locations of nearby grocery stores in your welcome packet. Each listing should include distances for walking and/or information about available transportation.
(0:40) Something we are seeing more and more frequently are local farmer's markets popping up. As we all become more conscious of what we eat and its impact on us and our environment, local farms and other businesses are organizing to offer their fresh products directly to consumers. Keeping good, fresh produce onboard is a challenge for any liveaboard, so this is great news for cruisers. But only if we are aware of it.
(0:31) Make sure that you know about farmer's markets that are accessible to cruisers. Have directions, times, and other information available in the welcome packet, on your website, and in your ActiveCaptain marker. Easy access to a farmer's market can influence my decision to visit your marina and even cause me to extend my stay.
(0:22) If the market is out of reach via walking or public transportation, try organizing car pooling with a sign up sheet. Most marinas we visit have long term liveaboards who often offer transportation to transients. It's a great way to meet interesting people.
(0:19) Will this really make a difference? Yes it will. We always look for farmer's markets when deciding where to stay. It's often the small but significant things that influence boaters' decisions. Make sure they have the information they need to select your facility. That will bring you more business.
(0:02) And that's the marina minute.
(0:56) One question that often comes up when we are talking about WiFi performance with a marina is, "Why can Hilton and Starbucks and other businesses provide good reliable WiFi but we seem to have problems?" The answer is that marinas and boatyards are different in some significant and important ways.
(0:48) The most obvious difference is that you provide WiFi service out in the elements. Neither snow nor rain nor heat nor gloom of night shall keep the WiFi... you know the quote. Things like wind, rain, and even temperatures can cause interference in an outdoor WiFi setup, particularly if it has not been designed and set up to work in this harsh environment.
(0:40) There will often be components that must reside out in the elements exposing the equipment to extreme temperatures and moisture. In many marinas there is saltwater which is even more corrosive. Even if you are able to place your equipment undercover, it is still more exposed than devices installed in a hotel or coffee bar.
(0:32) Then there are the ever changing conditions of boats coming and going. Think of a sailboat alone at a dock who's WiFi signal is great until they become surrounded by two large double-decked power boats that block their signal.
(0:27) You might have covered slips with metal roofs causing interference or a large storage or work shed between the boater and the signal source. Few marinas sit in a densely packed basin but are more commonly spread out along the water.
(0:22) Now let's assume you can provide a strong reliable signal out to the dock. What happens when that boater who was sitting in the cockpit surfing the web wants to go below and surf from the iPad in their stateroom? Will the signal remain strong as they move below?
(0:16) It is no wonder that systems designed for orderly, predictable, indoor applications fall apart when tried in a marina setting. You are different. You need designs, equipment, and layouts that have been designed to satisfy the complexities of your environment. You are different, so make sure your WiFi provider has experience in marina installations because it doesn't matter how many hotels or doctor's offices or Starbucks they have worked on. If they don't understand your unique situation, they will not be able to offer the service your customers demand.
(0:05) Satisfied customers means more business for you.
(0:02) And that's the marina minute.
(1:30) We've seen quite an increase in new ActiveCaptain Sponsors lately. I work with new Sponsors providing Getting Started information and helping them take full advantage of all that ActiveCaptain offers. This past week it occurred to me that it was a good time to remind everyone of the ActiveCaptain tools a marina can use to help bring in more business. So whether you are new to ActiveCaptain or one of our earliest supporters, take a minute to make sure you are doing all you can.
(1:19) The Marina Minute newsletter/blog provides a short weekly message covering some area that I feel can help marinas be more successful. If you are reading this from your inbox, you are either already signed up or someone has forwarded it to you. You can sign up for the weekly email by clicking "Join our Mailing List" on the right. You can always find past Minutes on my blog: www.themarinaminute.com
(1:09) The Marina's Guide to ActiveCaptain is a document covering ActiveCaptain's features with an emphasis on how they can be used by marinas to increase business. It includes directions for the most common functions a marina should be using. You can find a pdf version of the document here:
http://activecaptain.com/sponsors/marinasGuide.pdf
(1:02) The Fuel Update Email is sent out every Monday morning and is a reminder to update your fuel information. If you carry fuel and are not receiving this email, let me know and I will help you get on the list. It is important to respond to the email every week, even if your fuel price has not changed as all pricing has a date. Of course, you can always change your price by going to your marker or saving the Fuel Update Email to use any time. Sponsors can update pricing on their Sponsor page.
(0:51) The Wednesday ActiveCaptain newsletter goes to all users and is the best way to stay up-to-date with what is happening in the ActiveCaptain community. It's important for you to be familiar with what we are communicating to boaters. We're covering areas that are important to your customers which should make it important to you. You can sign up for the newsletter by logging into the ActiveCaptain website, selecting "My Account" in the upper right, and clicking the "Subscribe to newsletter" checkbox.
(0:39) Boater Messaging provides a private and secure way for you to communicate with ActiveCaptain users. Every boater who leaves you a review, good or bad, should receive a message from your marina. You can find instructions for sending a message at the link below:
https://activecaptain.com/sponsors/captainMessage.php
(0:33) ActiveCaptain Sponsors have access to special promotional tools including a Promotional Message (Pro-Op), Cross Promotion text, and Time Sensitive Boater Specials (Co-Op). Make sure to utilize these features to tell boaters why they should bring you their business. It's important to remember that your messages are not static and can quickly and easily be changed to fit your season, special events, or to experiment to see what makes an impact. Please contact me if you have any questions about using your Sponsor features.
(0:22) ActiveCaptain Reviews are the most valuable feature of ActiveCaptain for boaters and marinas alike. It is the honest and uncensored reviews of fellow boaters that makes ActiveCaptain data the number one resource for boaters. It is the same reason it should be your number one source as well for finding out what you are doing right and where you can improve. Make sure you know what the community is saying about you, read your reviews. ActiveCaptain Sponsors can utilize their customized Review Cards to bring in even more boater reviews. Contact me if you need more information.
(0:06) Make sure you are familiar with the resources we offer. Let us help you bring in more business!
(0:02) And that's the marina minute.
