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I can have our customers text the word “clean” to our
designated phone number and receive an auto loop and
survey about the cleanliness of our pontoon boats at
departure. They can text “quote” to begin the digital quote
procedure for our winter storage system. They can also text
“sparkle” if they want to comment about our bathrooms.

Speaking of pontoon rentals, in 2012 I transitioned to an
online reservation system. In year one it generated a 28%
increase in revenue. This was a 28% increase in ONE
YEAR on a 20 year old profit center! We actually bought a
new pontoon mid-season due to efficiencies we saved in the reservation “staff time” process. It
was an amazing transition.

This transition helped build the confidence for the online boat club website. This also helped
with staff time and really created a “tight knit” boat club membership.

The essential marketing tool of these two sites is that the websites are independent of our main
website. The reason I’ve selected this method is to gain “shelf space” on the internet.
Everything is inter-linked but it helps to create an even larger web presence. I also gravitate
toward using custom domains instead of lots of slashes. There’s RockvamBoatClub.com,
RockvamApplications.com,
RockvamContest.com,
RockvamReview.com,
RockvamWinterStorage.com. I own other
domains like LakeMinnetonkaMarina.com.
Things that people might randomly type in
the address bar to bring them to our site.

Our Facebook Page feeds on our main
website to show current activity. Our
website uses GradeUs.com to show positive reviews. And finally we have a form on the main
site for general inquiries. We also have a free app in the app store!

But the real money is in email.

When you sign up for our email program you are immediately welcomed with our
indoctrination series. It four videos over 12 days that emphasize our aerial photo changes,
forklifts as mascots, our role in founding the Minnesota Clean Marina program, and our
National Marina Day Celebration. Here’s the link to our YouTube Channel.

The customer then receives our TonkaThursday newsletter. This is a recap of events happening
around the lake. It is not Rockvam focused, but rather emphasizes things to do on or around the
Lake. We want people to use their boat and we want to be the “one-stop-shop” for information
on our lake.

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