Dema show???

[The Chairman]

This just in: today in my e-box, I got the breaking news:

Be A Diver.com added you as a friend on Facebook...

What does this mean? They are trying out social media... and one a bit bigger than ScubaBoard, I must admit. Why won't they come play with us? We believe, though we can not verify it, that 15% -20% of our visitors are NOT divers yet? They've done something silly like looked up the best food in Coz, only to find their way here (that has really happened).

Be A Diver has a place right here on ScubaBoard... as does Tom Ingram and the rest of the staff. We know that they read us and it's probably why I got the invite this am.

 

[The Chairman]

Chayes, its obvious your a toy for DEMA,

I don't think it's obvious at all, and I will trust her at her word!

If DEMA thinks they have a unjust image out there, they certainly have done nothing to fix it.

I don't think it's THAT extreme! They have certainly done SOMETHING. Many of us are quite unsure that it's been that effective at all.

 

[widget]

You are exactly correct....the program certainly allows anyone to "scrape together" the $25,000. I think I will write all of the manufacturers and training agencies this morning and have them mail in their checks. Oh, I have many faults. Missing the "little details" isn't one of them.

Phil Ellis
Discount Scuba Gear at DiveSports.com - Buy Scuba Diving Equipment & Snorkeling Equipment

Phew, $25,000. ?? Seems exceptionally steep.

.......living far away, I would not have seen this advertorial on TV and I wondered if its flighted on a regional channel of choice, or one of the international channels (as an example like the Discovery channel).

Surely it makes no sense for a regional operator in say Boston (for eg) to flight an ad on TV which is seen nationally or even internationally, I would think he would rather use that money to advertise in his / her local community where probably the bulk of his business lies, even if he had two or three outlets.

I can understand a shop in the Keys or the Carribean considering this option as they have a lot more vacation trade, but why would a local operator even consider this option from Dema.??

As for the manufacturers and training agencies, well from my present experience they are also under heavy financial pressure to use funds wisely, I cant understand why they would even consider adding funds to a small pro shop in Boston (again just an example) to flight an ad when there is so little return for them, certainly they have no guarantee that students will be registered or buy their gear.?

Maybe I dont quite understand the programme, but it seems unduly expensive and aimed at multi franchised stores or the bigger tourist diving destinations.With those costs, I cant see how privately owned local pro stores can take part in this.?

..........Or am I not understanding the programme here.?

 

[PhilEllis]

Phew, $25,000. ?? Seems exceptionally steep.

.......living far away, I would not have seen this advertorial on TV and I wondered if its flighted on a regional channel of choice, or one of the international channels (as an example like the Discovery channel).

Surely it makes no sense for a regional operator in say Boston (for eg) to flight an ad on TV which is seen nationally or even internationally, I would think he would rather use that money to advertise in his / her local community where probably the bulk of his business lies, even if he had two or three outlets.

I can understand a shop in the Keys or the Carribean considering this option as they have a lot more vacation trade, but why would a local operator even consider this option from Dema.??

As for the manufacturers and training agencies, well from my present experience they are also under heavy financial pressure to use funds wisely, I cant understand why they would even consider adding funds to a small pro shop in Boston (again just an example) to flight an ad when there is so little return for them, certainly they have no guarantee that students will be registered or buy their gear.?

Maybe I dont quite understand the programme, but it seems unduly expensive and aimed at multi franchised stores or the bigger tourist diving destinations.With those costs, I cant see how privately owned local pro stores can take part in this.?

..........Or am I not understanding the programme here.?

I don't think you misunderstand the program. Now, DEMA may have changed the amount of local money required before they begin participating, but I do remember that amount from their first promotion of this program.

The point is one you have made.....small scuba stores have little, if any chance, of participating if any thousands of dollars are required to post the commercial. To expect small dive stores (50% of all stores in the U.S. market have gross sales of LESS THAN $150,000) to jump on a television advertising program is, well.....expecting that which will not happen.

Phil Ellis
Discount Scuba Gear at DiveSports.com - Buy Scuba Diving Equipment & Snorkeling Equipment

 

[Dive Right In Scuba]

I don't think you misunderstand the program. Now, DEMA may have changed the amount of local money required before they begin participating, but I do remember that amount from their first promotion of this program.

The point is one you have made.....small scuba stores have little, if any chance, of participating if any thousands of dollars are required to post the commercial. To expect small dive stores (50% of all stores in the U.S. market have gross sales of LESS THAN $150,000) to jump on a television advertising program is, well.....expecting that which will not happen.

Phil Ellis
Discount Scuba Gear at DiveSports.com - Buy Scuba Diving Equipment & Snorkeling Equipment

We did it...it was a bust.....Its not $25k each...we, collectively amongst others in the area, each dumped in $1500. The commercial is OK, the times they picked were grandpa times at 6am, with a few other prime spots but not many, and the program sent people to X website. On that site, it listed all the stores, and where they were located. The intent was for the visitor to click on their store and go from there. The site had basic info(name, address, website) and that was it. Sounded like a good idea, got about 20 clicks from it....but $1500 for 20 clicks is a BUST! I could spend that on Google for thousands of clicks.

The best part was some of the other shops trying to act like business was really up from it...then the report came out showing how many people even went to X website....it was less than 75.....AND there was no way of knowing if they were unique, and I know Johnny at X dive center showed all his employees, they showed some one else, etc. One guy even said he checked it pretty often, and checked from different computers to make sure it worked....all beefing up those numbers....and proving that some of the guys were just acting like they got alot from it so they wouldnt have to call a bust (he was the guy that set it up so didnt want to look foolish)

Would I do it again? Hell no! Boring DEMA video, bad representation(not all Demas Fault). I do have a TV ad campaign coming again, but this is with the local spotlight from Comcast. Its only $200 a month for their best campaign, with better coverage and more spots....we will see if this works at a fraction of the cost...

 

[widget]

I do have a TV ad campaign coming again, but this is with the local spotlight from Comcast. Its only $200 a month for their best campaign, with better coverage and more spots....we will see if this works at a fraction of the cost...

Yes, that sort of programme would (to me anyway) make a lot more sense and seems affordable to most.

 

[mike_s]

This just in: today in my e-box, I got the breaking news:

Be A Diver.com added you as a friend on Facebook...

What does this mean? They are trying out social media... and one a bit bigger than ScubaBoard, I must admit. Why won't they come play with us? We believe, though we can not verify it, that 15% -20% of our visitors are NOT divers yet? They've done something silly like looked up the best food in Coz, only to find their way here (that has really happened).

Be A Diver has a place right here on ScubaBoard... as does Tom Ingram and the rest of the staff. We know that they read us and it's probably why I got the invite this am.

Yeup.... I'm sure your Friend request is simply them not wanting to be slammed on here.... but....

why not have someone from their organization participate here and promote here?

Even if most of the people here are already certified, the best thing to promote diving is people who already dive. Get them a program that they can help promote. (Just like the best thing to promote LDS's is a LDS's current customer base. (this isn't rocket science here ).

 

[The Chairman]

(this isn't rocket science here ).

It's Sub Marine Science, actually.

 

[jimqh2o]

DEMA is caught between two worlds. What diving was and what it is becoming. Which way will they go? Many manufacturers have already made decisions hence what will probably be a strange year to say the least. I think most shops already have established relationships with vendors and established buying levels. So why go to DEMA? A break, networking, eyecandy, fun! Thats about it. It is becoming less relevant for most dive shops in my opinion.

 

[Oceanus]

As a Sales Agent I'm expected to participate. Luckily, Orlando is a 30 minute commute. I don't think I should say too much, most of the topics have been covered anyway, but will refer you to my previous post

http://www.scubaboard.com/forums/3838594-post3.html

I have seen Gene but have not spoken with him, perhaps I should...

DEMA's results have not been too good, I understand the industry has been in decline for over a decade (in good times and in bad).

DEMA has determined "our" target market is

* 38 - 53
* male
* Income of $75,000 - $100,000
* White Collar/ Professional/ Technical/ Management
* married

(source http://www.dema.org/associations/101...-2006Study.ppt)


DEMA's research determined the best place to run it's Be-A-Diver commercial was on the Travel Channel, MSNBC, the Golf Channel and CNBC.!? Do you really think that's the future of Diving?
(source http://www.dema.org/associations/101...TVMediaBuy.doc)


Personally I don't think Golfing Baby Boomers are going to suddenly decide to start diving in significant numbers any time soon. I'd much rather see the industry market to the College crowd, X-Gamers, Triathletes, Boaters, Surfers, etc

Chayes, please notice how to reference/include sources