Quick survey for divers - Help me with my university marketing project

[Slym]

Done

Thank you!

 

[Slym]

I agree with Tursiops in that it was difficult to answer some questions based on the type of diving I now do (haven't done a charter since 2017). Used to "snowbird" to Florida panhandle a lot-- is that considered "cross country" from Nova Scotia?

I would call that an international trip, for sure!

And yeah, as we get more training, experience, and gear, from the trends I've been seeing the less supported you'll feel by your recreational dive shop. Unless it's the case of something like Cave Country, Dive Outpost, or EE where they specialize in cave and technical, while supporting OW/Rec 1 level divers as well. Those areas are definitely a niche in a niche in their own regard.

 

[TMHeimer]

My uneducated guess would be that very few people actually travel to cold destinations-- as opposed to millions who live there and travel to the tropics. Exceptions may be diving Antarctica, Lake Baikal in Siberia, etc. Such as, I would think 99% of divers in Alaska are Alaskans, Nova Scotia--Nova Scotians, same with New England, etc.

 

[Slym]

My uneducated guess would be that very few people actually travel to cold destinations-- as opposed to millions who live there and travel to the tropics. Exceptions may be diving Antarctica, Lake Baikal in Siberia, etc. Such as, I would think 99% of divers in Alaska are Alaskans, Nova Scotia--Nova Scotians, same with New England, etc.

Oh absolutely! Some big proponent of that I suspect is marketing (or the lack thereof). Secondary cause, likely training and comfort (in water) and utilizing or availability of a drysuit.

For tech divers, many have drysuits and travel heavy. Personally, I always bring by suit to Mexico and Florida without a second thought. So for them, the secondary issue isn't likely the cause.

Question for you: Although we are all familiar with the cold water locations you just mentioned, can you think of any of the attractions to those spots? For example: In Malta everybody know the Um El-Faroud Wreck, In Florida the Spiegle Grove, Oriskany, or N. FL for the caves, Mexico there is El Pit Cenote, California has Catalina Island, and so on, many of these landmark destinations for divers.

My curiosity also lies in wondering if Marketing can play a role in popularizing cold water destinations.

 

[tursiops]

My curiosity also lies in wondering if Marketing can play a role in popularizing cold water destinations.

I'm doubtful.

The well-known cold-water destinations (Antarctica, Lake Baikal, Silfra, maybe the St Lawrence in winter) for travelers tend to be a one-off trip. Rarely repeated, for reasons of cost, discomfort, and no need to check the same box twice.

Scuba is a niche activity. Cold-water diving is a niche within the niche. Traveling to cold-water dive is a niche-cubed.

You need to support your fantasy dive shop on local customers, with travelers being an occasional add-on. And you need to further support your local customers with warm-water trips...lots of travel.

Don't forget the four E's of PADI Marketing: Education (includes Training), Equipment, Entertainment (includes travel), and Environment (appeal to the wonders of the ocean, noting that wrecks do not appeal to everyone). Your business plan needs to balance the income/losses from those four items. Education is often break-even at best. Equipment is a problem with the internet. Entertainment is a low-income activity. People are still trying to figure out how to make moeny from Environment.

 

[Ontwreckdiver]

Done

 

[Ontwreckdiver]

Question for you: Although we are all familiar with the cold water locations you just mentioned, can you think of any of the attractions to those spots? For example: In Malta everybody know the Um El-Faroud Wreck, In Florida the Spiegle Grove, Oriskany, or N. FL for the caves, Mexico there is El Pit Cenote, California has Catalina Island, and so on, many of these landmark destinations for divers.

My curiosity also lies in wondering if Marketing can play a role in popularizing cold water destinations.

The Great Lakes has some of the best fresh water wreck diving in the world. There isn't anywhere else you can dive an intact 1880's wooden schooner and a 500 to 600 foot modern freighter in the same day.

 

[tursiops]

The Great Lakes has some of the best fresh water wreck diving in the world. There isn't anywhere esle you can dive an intact 1880's wooden schooner and a 500 to 600 foot modern freighter in the same day.

And if you are not into wreck diving? What then?

 

[Slym]

And if you are not into wreck diving? What then?

I'm doubtful.

The well-known cold-water destinations (Antarctica, Lake Baikal, Silfra, maybe the St Lawrence in winter) for travelers tend to be a one-off trip. Rarely repeated, for reasons of cost, discomfort, and no need to check the same box twice.

Scuba is a niche activity. Cold-water diving is a niche within the niche. Traveling to cold-water dive is a niche-cubed.

You need to support your fantasy dive shop on local customers, with travelers being an occasional add-on. And you need to further support your local customers with warm-water trips...lots of travel.

Don't forget the four E's of PADI Marketing: Education (includes Training), Equipment, Entertainment (includes travel), and Environment (appeal to the wonders of the ocean, noting that wrecks do not appeal to everyone). Your business plan needs to balance the income/losses from those four items. Education is often break-even at best. Equipment is a problem with the internet. Entertainment is a low-income activity. People are still trying to figure out how to make moeny from Environment.

I can quite agree with what you have to say!

I agree that warm water trips are a must, I hate the snow! But, even for warm water destinations like Truk, or Bikini the cost associated with these can be a once-in-a-life trip as well. Once I have all the data, maybe I'll see a balance or trend that can then better direct the marketing plan itself.

In response to your reply to Ontario Wreck Diver, in my case I'm modelling an ocean based shop that has the luxury of cold water reefs, and wrecks. (didn't want to make the project toooo hard and corner myself into a niche cubed lol)

The Great Lakes has some of the best fresh water wreck diving in the world. There isn't anywhere esle you can dive an intact 1880's wooden schooner and a 500 to 600 foot modern freighter in the same day.

What if I told you there is a place you can wreck dive and cave dive in the same day, all within this great Country! (bonus points for not needing to rinse your gear after the ocean wreck, because the cave is fresh)

 

[Subcooled]

One thing to note is that
- sometimes a diving club is run by a dive center (I'd call that CRM)
- sometimes a diving club is a non-profit association (you will only fill the capability/skill gaps)
These scenarios are wildly different.

This may depend on the geographic region and whether there is sufficient amount of tourism to support a dive shop.