Tuesday, September 16, 2014

DEMA-Sponsored Seminar Track 3: Sell It Helps DEMA Show Attendees Learn Successful Sales Strategies

DEMA-Sponsored Seminar Track 3: Sell It at DEMA Show 2014 is offering an entire track dedicated to helping attendees learn successful sales and marketing strategies that can impact their bottom line today and in the coming year.  Track 3 offers topics from popular and knowledgeable speakers including Stacy GarrettSenior Account Executive, Southwick Specialty Advertising; Rick Segel, President, Rick Segel & Associates; Tom Shay, Principal, Profits Plus; Wendi Swanson, Senior Consultant, The Freidman Group; Lynn Switanowksi-Barrett, President, Creative Business Consulting and Steve Weaver, CEO, Dream Weaver Travel.  Just some of the seminar topics include:
  • How to Sell Without Selling
  • Making Dive Travel a Profit Center
  • Inventory is NOT Fine Wine, it Doesn’t Get Better with Age – Learning to Maximize Your Inventory
  • Turning Showrooming into Sales in Your Retail Store
  • Customer Lies – “I’ll Be Back,” “I Have to Talk to my Spouse,” and “I Need to Shop Around.” How to Handle and Close Them NOW!
  • Team UP for Success: How to Form a Quality Selling Team
  • “Can I Help You?,” “Are You Finding Everything All Right?” and Other Retail Tragedies
  • Five Secret Steps to Making Sales in the Retail Business and Making Your Sales G.R.E.A.T.
In addition to the sessions within Track 2, attendees will also find Track 1: Understand It, and Track 2: Market It as part of the DEMA-Sponsored Seminar Program packed with a wide spectrum of session topics that are of interest to you and meet your specific needs.
View complete session details and register for the DEMA-Sponsored Seminar package on the DEMA Show website.  2014 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 17, 2014.  Become a 2014 DEMA Member today and SAVE!  All attendees are encouraged to make the most of their Show experience by attending these seminars to help your business succeed. 

Wednesday, September 10, 2014

DEMA’s Board of Directors Meets to Review and Discuss Progress for the Association


On August 18th the DEMA Board of Directors participated in a conference call to follow up on the topics that were discussed during the June board meeting. The key issues that were reviewed included the new Retailer Resource Committee, DEMA’s online forum, a discussion of DEMA’s Mission and governance, a possible partnership which could help generate content for DEMA-Member use and Board Member candidate nominations.
“DEMA and the Board have made significant progress in our efforts to have more positive impact on the Industry,” commented Tom Ingram, Executive Director of DEMA. “We will continue to work on the action items that were discussed during our board meeting, as well as strategizing how DEMA can provide more ‘thick value’ for the Industry, increase opportunities for collaboration and help the Industry thrive.”
The board meeting began with the Board’s approval of reports covering past activities as part of the consent agenda. After the approval of the consent agenda, the key topics were discussed and the following actions were taken:
1.     Retailer Resource Committee: This committee was created as a result of the Strategic Learning Session held in April 2014. It focuses on how DEMA can provide appropriate resources and support to dive retailers, including access to education, pertinent and actionable data, and ultimately business growth. It was agreed that the committee should be comprised of approximately 10 Members, and the individuals who accept committee membership will be encouraged to remain on the committee starting in 2014 and continuing into 2015.
2.     DEMA’s Online Forum: The Board agreed to keep the forum in its current format, and DEMA will continue to encourage online discussions as well as monitor the forum as DEMA Show approaches.
3.     DEMA Governance Next Steps: Elections, Membership, Mission: The Board has indicated the need for an outside consultant to assist with a review and update of DEMA’s governance, membership format and mission statement.  DEMA is moving forward with an experienced consultant starting in September, with an anticipated completion of the project’s initial stages by the end of 2014.
4.     Developing Content for Member Use: The Board discussed several possibilities for inexpensively creating content which could be used by DEMA Members to promote recreational diving.  A number of possible partnerships through non-profit organizations were discussed. Proposals are currently under review by DEMA staff.
5.     Board Nominations: The DEMA staff has reached out to DEMA Members with an interest in being potential candidates for the 2015-2017 Board of Directors.  A call for write-ins has also been issued.
The DEMA Board will meet again during November’s DEMA Show.  More information on DEMA’s Board of Directors and Committees is available on the DEMA website. Complete minutes from past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard of www.dema.org

2015 DEMA Board of Directors Election Slate Announced


- DEMA Member Write-In Petitions Must Be Submitted by October 10, 2014 –
DEMA has announced that its 2015 Board of Directors election will take place from December 15, 2014 to January 30, 2015.  All 2015 DEMA Members are eligible to vote.  DEMA's 2015 Board of Directors Election candidates are:
Category A1 – Manufacturers, Distributors and Affiliated Field/Sales Representatives:
  • Tom Bird, Trident Diving Equipment
  • Mike Hollis, American Underwater Products
  • Stefan Michl, Mares
Category A2 – Diver Certification and Training Agencies, and Affiliated Field/Sales Representatives:
  • Kristin Valette, PADI
*Category A3 – Dive Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers:
  • William Cline, Cline Group Advertising, Inc. (incumbent)
  • Dan Orr, Dan Orr Consulting
Category A4 – Retail Distribution of Diving Goods & Services:
·        Bill Cole, Sea Experience
·        Davis Graham, Texas Dive Center
·        Darcy Kieran, Divers Direct (incumbent)
·        Tom Maddox, American Diving Supply
Category A5 – Dive Travel Provider or Resort:
·        Keith Sahm, Sunset House
·        Tim Webb, Caradonna Dive Adventures
The DEMA Board members serve for three year terms.  In the 2015 Board election two seats are open in the A3 category.  Pursuant to DEMA’s bylaws the candidate with the most votes shall be elected for a period of three years.  The candidate with the second most votes shall be elected for a period of two years. The following Board members will continue their terms, serving through 2016:
Scott Daley, Body Glove International – Manufacturing (A1)
Tom Leaird, Scuba Educators/PDIC International – Training Organizations (A2)
Werner Kurn, Ocean Enterprises – Retail (A4)
Stuart Cove – Travel and Destinations (A5)
Write in nominations for the 2015 Board of Directors election slate are currently being accepted by DEMA and to be valid must be received by 4:30 pm Pacific Time on October 10, 2014.  There are two options for a write-in candidate to be included on the final election slate:
  1. The nomination can be proposed by a petition of Members (renewed for 2015) holding two percent (2%) or more of the voting power of the Association; or
  2. The candidate may be written in by a petition of at least ten (10) A-class Members (renewed for 2015). 
The write-in candidate may choose the petition option that best fits their circumstances.  Those primary DEMA Member Voting Delegates interested in becoming a write-in candidate should contact DEMA at secretary@dema.orgto request a write-in petition form.
All A-category DEMA Members who pay their 2015 dues by 4:30 pm Pacific Time on January 9, 2015 will be eligible to vote in this election.  DEMA encourages Members to consider each candidate carefully and to vote for the candidate in each category that meets industry needs as perceived by the individual Member.  There is neither a requirement in the DEMA Bylaws nor any obligation in the voting procedures which compels DEMA Members to conform to a “voting bloc.”  For membership information please contact membership@dema.org or (858) 616-6408.
In accordance with the DEMA Bylaws, Directors serve three-year terms.  For more information on DEMA's Board of Directors and Bylaws visit www.dema.org

Wednesday, September 3, 2014

DEMA, DAN & REEF Share Florida Fish and Wildlife Conservation Commission’s (FWC) New Rules that Make it Easier for Divers to Catch Lionfish



**Association Releases Lionfish Safety Poster and DAN Safety Card to Coincide With New Guidelines**

The Florida Fish and Wildlife Conservation Commission (FWC) has released new rules in Florida to help control the spread of invasive lionfish.  DEMA encourages divers to familiarize themselves with the FWC’s new lionfish rules, and has partnered with Divers Alert Network (DAN) and Reef Environmental and Education Foundation (REEF) in creating a safety poster and card for divers to increase safety awareness when spearing or handling lionfish.
The FWC has banned imports by aquarium stores and lifted restrictions on catching lionfish to make it easier for divers to spear them. These new rules allow lionfish to be speared by divers using rebreathers and allow lionfish competitions to be held in areas that are normally closed to spearfishing.  With these new guidelines in place, DEMA has partnered with DAN and REEF to distribute a first aid safety card and poster that provide effective basic first aid instructions for lionfish related injuries. Divers can also download the card from DAN’s website, REEF’s website or from DEMA’s BeADiver.com website.
“With the FWC’s new lionfish rules, more divers will be hunting lionfish in efforts to help control local populations of these invasive and detrimental fish,” commented Tom Ingram, Executive Director of DEMA. “However, it is imperative for divers to equip themselves with proper first aid knowledge when hunting lionfish. By promoting the safety materials we created in conjunction with DAN and REEF, we hope to empower divers with the necessary knowledge to quickly and properly handle an encounter with the venomous lionfish.”
Both the poster and card highlight how to manage a lionfish sting while diving and outline surface first aid procedures. DAN’s emergency hotline phone number is also included on the safety materials. All divers and Industry professionals are encouraged to download and share the safety poster and card with their social media friends and followers as well as their local diving community to spread this important message. 

Tuesday, August 19, 2014

DEMA Releases Full Detailed Analyses of Diving Customer Research


**Five Market Segment Reports Assist Members in Understanding Current Customer Demographics and Behaviors**

DEMA has announced the release of detailed analyses of five different activity segments within the diving population. The data was developed using Pitney Bowes AnySite Marketing Information System, including the MicroBuild Lifestyle Segmentation Program and is built around an initial sample of more than 470,000 actual divers. The research is divided into five separate reports based on different diving activities; (1) Who is the Open Water Diver (2) Who is the Diver Buying Equipment (3) Who is the Continuing Education Diver (4) Who is the Diver on a Liveaboard (5) Who is the Diver Traveling to a Land-Based Resort.
“In today’s business climate, with an abundance of information shared through social media and readily available on the Internet, the best way to gain an advantage is to have more actionable information on consumers and to be able to leverage that data,” commented Tom Ingram, Executive Director of DEMA. “By using the data in these reports, it will help your business by targeting potential new end-users. Businesses can use the reports to help determine the best geographic locations in which to locate potential end-users nationwide and near retail stores, and to determine which services and products meet end-users’ needs.”  
Information in the report includes demographics and psychographics of end-users, and is based on the location of the home in which the end-user resides. Each report covers data ranging from age, income, net worth, and home ownership/value, to stages of family life and education, employment and other behaviors that govern their recreational purposes. Understanding these variables provides a better awareness of customer buying behaviors and an understanding of where to find more and similar customers and is also far more reliable than single variable studies using age or income alone. The reports coincide with FREE infographics posters which summarize key findings of the research.
“Using this information can help businesses describe their customers as well as determine such important issues as whether the end-user is attracted to shopping online, has children in the household and whether or not they are married,” concluded Ingram. “All of these factors can have an impact on the message businesses select for advertising and sales program development to reach customers.”
The reports are available free to all DEMA Members, and can be purchased by non-members for $249.00 each. Members can obtain their free report by logging into their account on DEMA.org and downloading the report found under the "Research & Educational Guides" section of their DEMA Member Dashboard.  Non-members can order their report here.

Wednesday, August 13, 2014

Retailer Resource Committee and Strategic Review of Mission & Governance are Key Topics During DEMA’s August 18th Board of Directors Conference Call


DEMA’s Board of Directors will convene for a conference call on August 18th to continue work on the strategic action items from June’s Board Meeting and to continue discussing how DEMA can provide more “thick value” for the Industry, increase opportunities for collaboration, and help the Industry thrive.  Topics for discussion will include the new Retailer Resource Committee, DEMA’s online forum, a discussion of DEMA’s Mission and governance, and Board Member candidate nominations.

The Board Meeting will begin with the Board approving reports from past and completed activities as part of the “consent agenda.”  For August, the consent agenda will include:
  • Board Meeting Minutes, June, 2014
  • Quarter 2 Financial Update
  • 2014 Membership Update
  • Legislative Update
  • Bring A Buddy Update
  • DEMA Show Update
Following approval of the consent agenda, the Board will discuss the next steps in the development of the Retailer Resource Committee proposed and adopted at the June Board Meeting. This Committee’s main goal will be to focus on developing retailer resources and support including education, access to pertinent and actionable data, and, ultimately, business growth. The Board will discuss appointing a chair to the Committee and developing a work plan.  The Board of Directors will also review and discuss the recently launched online forum and provide the staff with their feedback and suggestions for continued engagement. This online forum was created as a result of Member feedback and to allow Industry stakeholders to provide engage with DEMA and other Industry stakeholders in dialogue about DEMA and Industry-related issues. 

In June, the Board committed to review DEMA’s Mission with an eye toward realigning it with the organization’s strengths, capacity to create collaboration, and needs of the Industry.  The Board will begin that review process during the upcoming meeting, with the goal of helping Members take advantage of DEMA’s areas of expertise, including legislative advocacy, business and industry research, face-to-face meetings and events, business education and member services to help facilitate business for all stakeholders.

The Board will also discuss the process by which to conduct a review of DEMA’s current governance structure and policies, and will discuss various options, including the hiring of an outside consultant to help with potential changes.  The Board of Directors Meeting will wrap up with a discussion of the Board nominations for the 2015 Election and new business.

DEMA encourages Industry professionals to communicate with their elected DEMA Board stakeholder representative as well as provide feedback to the Board and staff regarding industry programs and new ideas so we may share ideas and input during such Board meetings.  More information on DEMA’s Board of Directors and Bylaws is available on the DEMA website. Complete minutes from past Board of Directors Meetings are available to current DEMA Members from the Member Dashboard of www.dema.org

Tuesday, August 5, 2014

New Educational Topics and Great Content Leaders for DEMA Show 2014

** Jason Heller, The Freidman Group and Beth Ziesenis Join DEMA Sponsored Seminars Track 1 Line-Up Designed to Help Attendees “Understand It” **
DEMA-Sponsored Seminar Track 1: Understand It at DEMA Show 2014 is offering an entire track dedicated to helping attendees understand the rapidly evolving business landscape that impacts their bottom line.  Track 1 offers topics from popular and knowledgeable speakers including Jason Heller, CEO, AGILITI, Inc.; Rick Segel, President, Rick Segel & Associates; Tom Shay, Principal, Profits Plus; Wendi Swanson, Senior Consultant, The Freidman Group; Steve Weaver, CEO, Dream Weaver Travel; and Beth Ziesenis, Your Nerdy Best Friend, AskBethZ.com. Just some of the seminar topics include:

  • Assessing Your Digital Maturity and Competing to Win
  • Is Your Store Signage Doing Its Job? Maximize the Potential of In-Store Signage!
  • Leading a Successful Group Dive Trip
  • “No, I Can’t,” “I Don’t Care,” “That’s Not My Job” and Other Customer Service Nightmares
  • So You Think You Can App!
  • Retail Staffing – Does Anyone Ever Get it Right?
  • Where Has Your Money Gone? Matching Your Checking Account to Your Income Statement
In addition to the sessions within Track 1, attendees will also find Track 2: Market It, and Track 3: Sell It as part of the DEMA-Sponsored Seminar Program packed with a wide spectrum of session topics that are of interest to you and meet your specific needs.
View complete session details and register for the DEMA-Sponsored Seminar package on the DEMA Show website.  2014 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 17, 2014.  Become a 2014 DEMA Member today and SAVE!  All attendees are encouraged to make the most of their Show experience by attending these seminars to help your business succeed.