Wednesday, October 19, 2016

DEMA Activates Disaster Assistance Program to Aid Show Exhibitors & Buyers Impacted by Hurricanes Matthew and Nicole

**Funds Available to Assist DEMA Member Exhibitors and Buyers of DEMA Show 2016 **
The Diving Equipment & Marketing Association (DEMA) announced on October 18, 2016 that the DEMA Board of Directors has approved the activation of the Disaster Assistance Program to assist DEMA-Member Show Exhibitors and Buyers impacted by Hurricane Matthew and Hurricane Nicole.

DEMA’s Disaster Assistance Program was first created in 2004 and has been used when DEMA-Member companies are impacted by natural disasters which may interfere with their ability to promote their businesses, products, services and destinations.  The funds have also been set aside to assist DEMA-Member retailers to make sure that they can continue their operations.  As funds are limited, in this instance, DEMA has earmarked them specifically for DEMA-Member companies that planned to exhibit or buy at DEMA Show 2016 but which were subsequently impacted by these two large storms. Funds are provided to Exhibitors, in the affected areas, based on their exhibit size, and to Buyers in the impacted areas who attend DEMA Show and stay in a DEMA block hotel.

Exhibitors from the affected areas outlined below are eligible to apply for the funds to help them get to the trade show. Buyers who planned to attend DEMA Show can also apply for funds to assist in staying onsite at DEMA Show. 

"The DEMA Disaster Assistance Program funds are available to DEMA-Member manufacturers, destinations and other industry-related entities to aid them in getting to and exhibiting at DEMA Show 2016,” said Tom Ingram, Executive Director of DEMA.  “Registered Buyers from DEMA Member businesses who are staying in the DEMA hotel block are also eligible for funds to assist in attending DEMA Show, so they can buy the products and services they need to keep their businesses in operation.”

Exhibitor Assistance Program: DEMA’s Disaster Assistance Program funds are available to DEMA-Member Exhibitors who were fully paid by September 23, 2016, and physically located in the following places: 
  • Aruba (Hurricane Matthew)
  • Bahamas – all islands (Hurricane Matthew)
  • Bermuda (Hurricane Nicole)
  • Bonaire and Klein Bonaire (Hurricane Matthew)
  • Curacao (Hurricane Matthew)
  • Florida (Hurricane Matthew) – locations from a line north of and including Palm Bay, Florida and east of I-95.
  • Georgia (Hurricane Matthew) – locations east of I-95
  • South Carolina (Hurricane Matthew) – locations east of I-95
  • North Carolina (Hurricane Matthew) – locations east of I-95
For affected Exhibitors, each exhibit space purchased and paid for by September 23, 2016, DEMA will provide regular Exhibitors with $US 400.00 in assistance.  Funds will be awarded onsite at DEMA Show 2016 to the exhibiting companies who apply and fall within the guidelines deeming them eligible for assistance. Funds are awarded on a first-come, first-served basis up to the maximum available from the DEMA disaster assistance fund.   All interested parties must apply for the assistance funds on site at DEMA Show in Las Vegas, NV prior to close of DEMA Show on Friday November 18, 2016. For more information and to receive a DEMA 2016 Disaster Assistance Fund Processing form, see the DEMA Staff at the DEMA Booth at the Las Vegas Convention Center in Las Vegas, NV. The complete rules for disbursements will be available at the DEMA Booth.

Attendee Assistance Program:  Designed for DEMA Member Buyers who are registered for the Show and staying in the official DEMA Show hotel block (Westgate Hotel, 3000 Paradise Rd, Las Vegas, NV 89109), one registered Buyer from an attending DEMA Member business physically located in the affected areas can receive reimbursement for one night hotel stay in the DEMA hotel block which takes place by midnight eastern time, November 18, 2016. The complete rules for disbursements will be available at the DEMA Booth.

Designated disaster areas eligible for funds include:
  • Aruba (Hurricane Matthew)
  • Bahamas – all islands (Hurricane Matthew)
  • Bermuda (Hurricane Nicole)
  • Bonaire and Klein Bonaire (Hurricane Matthew)
  • Curacao (Hurricane Matthew)
  • Florida (Hurricane Matthew) – locations from a line north of and including Palm Bay and east of I-95.
  • Georgia (Hurricane Matthew) – locations east of I-95
  • South Carolina (Hurricane Matthew) – locations east of I-95
  • North Carolina (Hurricane Matthew) – locations east of I-95
The designated Buyer from an affected DEMA Member must apply for the disaster funds through the DEMA Office prior to close of business on December 2, 2016 and present the receipt for the hotel stay.   Funds are awarded on a first-come, first-served basis up to the maximum of the DEMA disaster assistance fund.  Exhibitors are not eligible for hotel reimbursement assistance under this program, but can receive Exhibitor Assistance as described above.

Wednesday, October 12, 2016

Millions of Potential New Divers Reached with Go Dive Now, DEMA’s Newest Consumer Marketing Campaign

DEMA’s Go Dive Now program and advertising campaign has reached millions of potential divers since its May 2016 debut and continues to deliver outstanding results.  Since the launch in May, GoDiveNow.com has received more than 106,000 page visits (58% of which were new visitors), and the Dive Store Locator feature has been used more than 33,400 times to find DEMA Member retail dive centers across the US. Social media and YouTube continue to have impressive results as well, reaching over 3.8 million potential customers through Facebook and Instagram combined, and accumulating more than 181,000 video views on YouTube.
On May 24, 2016, DEMA launched the Go Dive Now consumer marketing campaign, which utilizes Facebook, YouTube and pay-per-click advertising, focused on connecting targeted consumers with their local retail dive center and dive vacation destinations through the locators hosted on GoDiveNow.com. The website also highlights the many benefits of diving, and eases barriers to entry by offering information and resources for potential new divers.  In the four months since its launch, the campaign has seen significant results with traffic from paid and organic sources driving potential divers to the website to learn more about the sport.
Since its launch, GoDiveNow.com has had over 106,000 page visits. The website provides potential divers with a wealth of information to help them learn more about diving. Site features include the professional dive center locator, listings of DEMA Member international vacation destinations, FAQ’s, videos, and ways to connect with other divers through social media.
Go Dive Now’s campaign videos are also making quite an impression. The campaign’s “Learn to Dive” campaign video, released on YouTube in June has received over 122,000 views to date, and since it was uploaded on August 10, “Dive Into a Bigger World,” has already been viewed on YouTube over 48,000 times.
Beyond the website, Go Dive Now is utilizing social media to build awareness, generate interest in scuba diving with non-diving consumers, and drive visitors to GoDiveNow.com. Social media continues to be the most influential source in driving traffic to the website, accounting for 55% of new visitors visiting GoDiveNow.com.
A significant benefit to DEMA Retail Members, paid Facebook ads are targeting relevant neighborhoods located nearest to individual DEMA Member retail stores. In effect, DEMA is advertising to potential consumers for Member stores!  If your retail dive store is not a DEMA Member already, now is the time to become a 2016 DEMA Member to make sure potential new consumers near your location are being reached by the campaign.
More than a way to drive just certifications, Go Dive Now utilizes industry research to locate and target households with adults and children in the age range for certification.  These are audiences that are most likely to fully engage in all aspects of recreational diving, including buying equipment, diving locally and buying dive travel. Go Dive Now is expected to be a multi-year campaign.  By working with many different stakeholders in the industry, Go Dive Now has been and will continue to be, a collaborative effort amongst industry members through the gathering of marketing insight, coming together for brainstorming sessions, and sharing media files for promotional efforts.
Visit www.GoDiveNow.com to learn more; follow @GoDiveNow on FacebookTwitter and Instagram; and use hashtag #GoDiveNow with all your scuba-related social media posts!

Wednesday, September 21, 2016

With the 2016/2017 CA Spiny Lobster Season Approaching, DEMA’s PSA Materials Aim to Keep Divers Safe

California’s 2016/2017 Spiny Lobster Season begins on October 1, 2016. In an effort to increase diver safety and prepare divers in advance of the season, DEMA is circulating its California Spiny Lobster Season Public Service Announcement(PSA) and printable visual aid. The PSA materials are part of DEMA’s ongoing efforts to encourage divers to refresh their training and maintain their equipment prior to getting back in the water. DEMA Members are encouraged to share the visual reminders with their customers and community to spread this important and timely message.
The video PSA is available in English and Spanish, as well as in 30-second and 15-second formats.  All four versions of the PSA can be viewed online hereIn addition to the video PSAs, DEMA’s California Spiny Lobster Season printable visual aid is available to be viewed, shared and downloaded to encourage safe diving. DEMA Members are asked to print the California Spiny Lobster Season visual aid and display it in the store, distribute it to their customers, and share it electronically, along with the video PSAs, with their own online community. The video PSA and printable visual aids will also be promoted via the DEMA and Go Dive Now social media pages to encourage divers to refresh their training and maintain their equipment prior to start of the season.
Complete information and regulations for the 2016/2017 California Spiny Lobster Season are available on the California Department of Fish and Wildlife website.

2017 Board Member Election Slate Announced - Deadline to Petition for a Write-In Candidate is October 21st

The candidates for the 2017-2019 Board Member Election are:

A1: Mike Hollis, Aqua Lung

A2: Dallas Edmiston, NAUI

A3: Linda Sue Dingel, Bonnier Corporation
A3: Dan Orr, Dan Orr Consulting

A4: Bill Cole, Sea Experience
A4: Davis Graham, Texas Dive Center
A4: Pat Hammer, Scuba Emporium
A4: Myra Kurn, Ocean Enterprises, Inc.

A5: Jenny Collister, Reef & Rainforest Dive & Adventure Travel
A5: Stuart Cove, Stuart Cove's Dive Bahamas

DEMA Members are now able to write-in candidates to fill available Board seats. Write-in candidates must be submitted to DEMA no later than 4:00 pm Pacific Time October 21, 2016.

NOTE: Write-in candidates and those petitioning for them must be current 2016 DEMA Members AND must be renewed for 2017 by the date of record for the election.

Wednesday, September 14, 2016

Dive Stores and Vacation Destinations Can Benefit from Updated Listings on GoDiveNow.com



GoDiveNow.com's Dive Store Finder and Dive Vacation Finder features now have advanced options that will allow you to enhance your listing! New features include:
  • Logo
  • Business description
  • Services offered
  • Images
DEMA Members, update your listing today to enhance your listing and help consumers learn more about you! Not a 2016 DEMA Member? Join today to help consumers locate you!


Friday, September 9, 2016

Go Dive Now, DEMA’s Newest Consumer Marketing Campaign, Continues to Deliver Big Results

DEMA’s Go Dive Now program and advertising campaign has delivered outstanding results since its May 2016 debut.  Since the launch, GoDiveNow.com has received more than 78,000 page visits (59% of which were new visitors), and the Dive Store Locator feature has been used more than 24,300 times to find DEMA Member retail dive centers across the US.  Social media and YouTube have had even more impressive results, includingalmost 2.5 million potential customers reached on Facebook (with 11 million impressions) and more than 134,000 video views on YouTubesince June 30.
On May 24, 2016, DEMA launched the Go Dive Now consumer marketing campaign which utilizes Facebook, YouTube and pay-per-click advertising focused on connecting targeted consumers with their local retail dive center and dive vacation destinations through the locators hosted on GoDiveNow.com. The website also highlights the many benefits of diving, and eases barriers to entry by offering information and resources for potential new divers.  In the 3 months since its launch, the campaign has seen significant results with traffic from paid and organic sources driving potential divers to the website to learn more about the sport.
During the month of August alone, GoDiveNow.com has had over 35,000 page visits. The website provides potential divers with a wealth of information to help them learn more about diving. Site features include a helpful professional dive center locator, listings of DEMA Member international vacation destinations, FAQ’s, videos, and ways to connect with other divers through social media.

Go Dive Now’s campaign videos are also making quite an impression. The campaign’s “Learn to Dive” campaign video, released on YouTube in June has received over 95,000 views to date, and in the three weeks since it was uploaded on August 10, “Dive Into a Bigger World,” has already been viewed on YouTube over 27,000 times.
Beyond the website, Go Dive Now is utilizing social media to build awareness, generate interest in scuba diving with non-diving consumers, and drive visitors to GoDiveNow.com. Social media continues to be the most influential source in driving traffic to the website, accounting for 55% of new visitors visiting GoDiveNow.com. Facebook ads alone have reached almost 2.5 million people with impressions at over 11 million.
Paid Facebook ads are targeting relevant neighborhoods located nearest to DEMA Member retail stores. If your retail dive store is not a DEMA Member already, now is the time to become a 2016 DEMA Member to make sure potential new consumers near your location are being reached by the campaign.
More than a way to drive just certifications, Go Dive Now utilizes industry research to locate and target households with adults and children in the age range for certification.  These are audiences that are most likely to fully engage in all aspects of recreational diving, including buying equipment, diving locally and buying dive travel. Go Dive Nowis expected to be a multi-year campaign.  By working with many different stakeholders in the industry, Go Dive Now has been and will continue to be, a collaborative effort amongst industry members through the gathering of marketing insight, coming together for brainstorming sessions, and sharing media files for promotional efforts.
Visit www.GoDiveNow.com to learn more; follow @GoDiveNow on FacebookTwitter and Instagram; and use hashtag #GoDiveNow with all your scuba-related social media posts!

Friday, August 12, 2016

DEMA Invites the Diving Industry to “Boogie Down” at the 2016 DEMA Awards Party

The 28th annual presentation of the prestigious Reaching Out Awards will bring the Dive Industry together in celebration on November 18, 2016. This year’s disco-themed DEMA Awards Party will take place at The Joint at the Hard Rock in Las Vegas, NV.  Join us and get ready to boogie down 70’s style with all your friends, business associates and industry peers as we celebrate and honor the extraordinary careers of the recipients of the 2016 DEMA Reaching Out Award and celebrate the 40th Anniversary of DEMA Show.

First presented in 1989, the Reaching Out Award honors leaders in the diving community whose significant contributions to the sport have elevated the industry on all levels. This year’s recipients, Lad Akins and Leslie Leaney will be joining an extraordinary list of distinguished past Honorees.

DEMA Awards Party attendees are encouraged to join in the festivities by dressing in their best disco-inspired party attire! This year’s DEMA Awards Party will kick off with a networking cocktail hour followed by a delectable array of food and desserts, memorable Reaching Out Awards ceremony and high energy live entertainment that will have you singing and dancing the night away.

DEMA Members can save up to $50 per individual ticket! Be sure to get your tickets today as you register for DEMA Show as prices will increase after October 7th and are only available while supplies last. Further information about the 2016 DEMA Awards Party including ticket pricing and event details are available on the DEMA Show website. Those interested in purchasing a VIP reserved table for 8 can do so now. For information about sponsorship opportunities please contact Colleen Vasquez at cvasquez@dema.org.