JANUARY/FEBRUARY 2019 • FOGHORN 29 FOGHORNFOCUS: SALES & MARKETING 3 THREE – Online Customer Reviews In today’s world, a large number of customers leave public reviews online at popular sites such as TripAdvisor, Yelp, Google and others. While the notion of thinking about every passenger who steps onto your vessel as a potential critic with an audience waiting to hear how your operation fared may seem scary, it shouldn’t be. Remember, you have a fabulous vessel that offers terrific service with friendly, knowledgeable employees. Do online reviews really matter? They certainly do. Online reviews are important for several reasons and have major impli- cations through their ability to impact your SEO ranking and purchasing decisions. In addition, if you have good reviews, that’s a marketing tool you can use in your pro- motional material, such as: “Number 1 Rated Sunset Cruise” or “5-Star Ratings from Thousands of Satisfied Customers!” Back in 2014, the Harvard Business Review published an article about the rise Questions to Consider about Your Operation’s Social Media Presence Passenger vessel operations should have a strong social media presence. These are the questions that operator’s need to ask themselves as they set forth on creating a social media presence • Who is the audience? What social media platforms do they use? • What do you want to achieve with your social media? What are your goals? • How much time and money should be devoted to social media? • What type of content should be created? • Should a blog be written? How often? What subjects are best to start with? Who can write a blog that fully grasps the vessel operation? • Should videos be on YouTube? Who can shoot the video and often should new videos be posted? • Who should be responsible for monitoring social media? How often? • Do you know how to use social media analytics to measure effective- ness? Finally, if you don’t have in-house resources, consider outsourcing your operation’s social media to a professional. IMPROVE YOUR OPERATIONS Our ACTIVE interceptor system lowers roll and slamming by up to 50%. It also reduces resistance. That means lower fuel consumption and less CO² emissions. Easy to install, easy to operate. Premium technology at affordable pricing. Made of composite materials for corrosion resistance and optimum performance, Humphree Interceptor tabs are electric powered (12 or 24 volt) and made for a clean transom installation with no aft overhang to contend with around docks or gear. For any commercial Vessel, 25 feet and up. HUMPHREE CONTACTS Sean Berrie Phone: 757 374 9435 • Brett Marshall Phone: 757 374 9720 BENEFITS IMPROVED FUEL ECONOMY, UP TO 25% FASTER ACCELERATION IMPROVED VISIBILITY AND SPEED LESS ENVIRONMENTAL IMPACT UP TO 50% LESS ROLL MOTIONS Automatic interceptor trim tab systems. Your new fuel saver. www.humphree.com BENEFITS IMPROVED FUEL ECONOMY, UP TO 25% FASTER ACCELERATION IMPROVED VISIBILITY AND SPEED LESS ENVIRONMENTAL IMPACT UP TO 50% LESS ROLL MOTIONS Made of composite materials for corrosion resistance and optimum perfor- mance, Humphree Interceptor tabs are electric powered (12 or 24 volt) and made for a clean transom installation with no aft overhang to contend with around docks or gear. For any commercial Vessel, 25 feet and up. IMPROVE YOUR OPERATIONS Automatic interceptor trim tab systems. Your new fuel saver. HUMPHREE CONTACTS Sean Berrie Phone: 757 374 9435 • Brett Marshall Phone: 757 374 9720 Humphree USA Inc • 205-114 First Colonial Road • Virginia Beach, VA 23454 Our ACTIVE interceptor system lowers roll and slamming by up to 50%. It also reduces resistance. That means lower fuel consumption and less CO² emissions. Easy to install, easy to operate. Premium technology at affordable pricing.