In Response to "a Unified Dive Industry"

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EXACTLY!

Starbucks is not about the coffee...

Lexus is not about the car...

Fed Ex is not about the package...

Coke is not about the beverage...

For those of us who who "are divers" it's not about the diving, it's about how we FEEL ABOUT BEING DIVERS.

Ladder up to the "emotional benefit" and you'll see how to charge $4 for coffee or $38k for what amounts to a dressed up Camry.

I'm not a marketing guy, so humor me. I don't buy 4bucks coffee because I try to only buy coffee from mom and pop stores. How does this emotional benefit thing work in layman's terms?
 
I'm not a marketing guy, so humor me. I don't buy 4bucks coffee because I try to only buy coffee from mom and pop stores. How does this emotional benefit thing work in layman's terms?

Why do you try to only buy coffee at mom and pop stores?

Follow along here...I think you'll find it interesting.
 
EXACTLY!

Starbucks is not about the coffee...

Lexus is not about the car...

Fed Ex is not about the package...

Coke is not about the beverage...

For those of us who who "are divers" it's not about the diving, it's about how we FEEL ABOUT BEING DIVERS.

Ladder up to the "emotional benefit" and you'll see how to charge $4 for coffee or $38k for what amounts to a dressed up Camry.
For those of us who are conscious buyers (and try not to be manipulated sheep) it is about the coffee, or the car, or the service, or the beverage ... or the diving. But I will grant yout that is not most people and even conscious buyers can be caught in the, "it not about the ..." trap when they are not paying attention (and who can pay attention all the time?).
 
Why do you try to only buy coffee at mom and pop stores?

Follow along here...I think you'll find it interesting.

I will. I don't buy 4bucks because their presence (in my tiny mind at least) has caused several local coffee shops to go out of business. I really liked those coffee shops, so as a nod to the small business owner I do not buy commercial coffee. Plus it is 4 dollars a freaking cup RJ, I mean give me a break here :no:
 
Ladder up to the "emotional benefit" and you'll see how to charge $4 for coffee or $38k for what amounts to a dressed up Camry.

which is why the seemingly constant clarion call of LOWER prices here on SB is wrong from a business POV, sell a Lexus driver a mid line reg and he'll not feel good about it when he discovers it is only mid line, sell him a top line and he'll thank you for it.
 
I will. I don't buy 4bucks because their presence (in my tiny mind at least) has caused several local coffee shops to go out of business. I really liked those coffee shops, so as a nod to the small business owner I do not buy commercial coffee. Plus it is 4 dollars a freaking cup RJ, I mean give me a break here :no:

Sure, but going to a Starbucks is an event, not a cup of coffee. You go into your mom and pop, get a cuppa joe, chat with the cashier if she is cute, and walk out drinking your joe on the way to work.

You go into Starbucks, set up your laptop, sit in a comfy chair, get online, order a half-caf, mocha bean twist with a triple lutz, it's made by somebody called a Barrista, it comes with 2 cents worth of whipped cream, has a groove piece of cardboard so you don't burn yourself, maybe you get a $8 mocha brownie 4000 calorie delite, then you and the GF check out the movie listings on the laptop and hang out enjoying your coffee.

THAT's what Starbucks is selling. It just ain't your cup of tea. Or coffee. But they seem to be doing pretty well with it. And they control the most expensive real estate in many major cities.
 
Sure, but going to a Starbucks is an event, not a cup of coffee. You go into your mom and pop, get a cuppa joe, chat with the cashier if she is cute, and walk out drinking your joe on the way to work.

You go into Starbucks, set up your laptop, sit in a comfy chair, get online, order a half-caf, mocha bean twist with a triple lutz, it's made by somebody called a Barrista, it comes with 2 cents worth of whipped cream, has a groove piece of cardboard so you don't burn yourself, maybe you get a $8 mocha brownie 4000 calorie delite, then you and the GF check out the movie listings on the laptop and hang out enjoying your coffee.

THAT's what Starbucks is selling. It just ain't your cup of tea. Or coffee. But they seem to be doing pretty well with it. And they control the most expensive real estate in many major cities.

Starbucks= Hot Girls. Mom & Pop coffee shop? :shakehead: Priceless! :)
 
Starbucks= Hot Girls. Mom & Pop coffee shop? :shakehead: Priceless! :)

I knew there was a reason that I liked you man :rofl3:

For the record my local spot had Wi-Fi, fattening foods, and plenty of- I am reminded by the SO that I will be killed if I say anything else. But it had Wi-Fi.
 
I knew there was a reason that I liked you man :rofl3:

For the record my local spot had Wi-Fi, fattening foods, and plenty of- I am reminded by the SO that I will be killed if I say anything else. But it had Wi-Fi.

I do not even drink coffee but could not resist. Have a great weekend all!
 
This is a good thread, lots of good input.

I've been to many a cocktail party where folks, when they learn I make my living selling SCUBA gear will say, with a lot of enthusiasm, "I'm a diver". In most cases they have not been diving for years but they are proud to announce they are "divers", or skiers, or Harley owners, or golfers,
or, poodle owners, whatever-a sense of community, affinity, emotional attachment. We can get back to that in diving, we are heading in that direction.

The many well informed comments here will help.
 

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