San Diego, Calif. – (December 3, 2007) – The Diving Equipment and Marketing Association (DEMA) today announces the endorsement of their soon-to-be-launched Diver Acquisition Campaign – Be A Diver – by some of the Industry’s training organizations: Divers Alert Network (DAN), Professional Association of Diving Instructors (PADI), Scuba Diving International (SDI/TDI) and Scuba Schools International (SSI). The endorsement comes following the announcement of the Be A Diver campaign and the preview of the national television and print advertising last month at DEMA Show 2007 in Orlando, Florida.
According to the endorsement letter, “there have been relatively few opportunities for the entire diving community to work together toward the overall goal of new customer acquisition using one shared and well-researched approach…DEMA’s Be A Diver campaign is one of the first such programs available for all professionals in the recreational diving community.”
Designed to benefit the entire Dive Industry, key elements of the Be A Diver campaign include:
- A new state-of-the-art website that, in addition to providing a retailer and resort locator, provides useful information to consumers (presented in a way that is beneficial to the entire industry) about where to dive and explore, information about dive destinations and resorts, basic information about selecting dive equipment through a dive retailer; what it’s like to dive and to learn to dive; and information on where to try diving in DEMA’s Be A Diver pool.
- A dynamic national print and television advertising campaign designed to reach hundreds of thousands of potential new customers and drive prospects to the website www.BeADiver.com.
- Listing of all retailers and resorts on the Be A Diver website, ensuring that all potential customers will be able to easily find a convenient retailer in order to learn to dive in their local vicinity using the postal code retail locator, or a resort if desiring to learn while on holiday.
- Advertising and public relations promotions that are being implemented on a national scale and a Promotional Guide that includes logos, images, posters, banners, window decals, website banners, outdoor billboards, sales flyer templates, direct mail postcards, self-mailers, movie theater ads and television and radio advertising spots.
- Online access to DEMA’s Diver Acquisition marketing plan and supporting research for everyone in the industry at www.dema.org, containing a wealth of information that will help all industry stakeholders understand more about the characteristics of the most active diving customers, how to reach them and why this potential customer is being targeted, allowing every business to benefit.
DEMA-member businesses receive even greater benefits from the campaign such as direct access to information about potential new customers’ exact locations, the types of television, radio and print media to which they are attracted, and other data that will make it easier to reach them.
The letter of endorsement closes by saying “we strongly encourage all members of the professional diving community to become DEMA members and to use the Be A Diver campaign to supplement their own marketing efforts. To do so will help ensure the Campaign’s success, as well as help promote the sport of diving.”
For a copy of the endorsement letter, marketing plan and more details about the Be A Diver campaign, visit www.dema.org.
DEMA, the Diving Equipment & Marketing Association, is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. With more than 1,600 members, this non-profit, global organization promotes scuba diving through many initiatives including consumer awareness programs, media campaigns and sponsorship of DEMA Show, a trade event open only to companies doing business in the scuba diving, action water sports and adventure travel industries. DEMA Show 2008 will take place October 22-25, 2008 in Las Vegas, NV. For more information on DEMA Show 2008 visit www.demashow.com. For more information on DEMA, call 858-616-6408 or visit www.dema.org.