Tuesday, May 28, 2013

DEMA Research Committee Establishes Objectives for the Remainder of 2013

In May of 2013, the DEMA Research Committee met to discuss objectives and begin development of a research work plan for the rest of the year. The Committee agreed on the importance of Industry data needed to understand the behavior of current and potential customers based on their life stages and other factors.  Confirmed committee objectives include:
·         Objective:  Produce an updated life-stage and demographic profile of the most active diver population(s) using DEMA’s marketing information system, produced by Pitney Bowes.  The goal of this objective is to assist DEMA members in understanding current divers and how to reach non-divers with similar purchasing power and behavior. This will include a review of several potential target consumers by age (e.g.: Baby Boomers, Generation X, Generation Y etc), demographic profiles and life stages, and their current buying patterns.
Outcome: Using the previous study (which became the basis for the Be A Diver advertising campaign) as a benchmark, update the information available on the most active diver.   This study will create segments using demographics of age and life stages (youth, older, more affluent, middle income, etc), activities and other variables within the diver population based on the actual purchasing activity of the customer (i.e.: did they buy a regulator or did they participate in training which was over and above entry level?).  Segmented in this way it should be possible to determine if age, income, life-stage, geographic difference and other parameters make a difference in how promotion can generate additional business at each life stage.  In particular this objective will include a review of younger versus older demographic targets, and determine in what way each can be a viable target market, depending on geographic location, life-stages, buying habits and other factors.

·         Objective:  Develop a demographic profile of the non-diver who tries diving in the Be A Diver Pool.
Utilize a rolling automated survey process to track ‘lifecycle’ of activity from non-diving to dropout to reactivation.  Thousands of potential customers have tried diving in the Be A Diver Pool since its inception 10 years ago.  Reaching back into the previous customer records and applying the same life-stage and demographic profiling techniques should provide insights into the non-diver and the new diver and provide insight as to how influential age, income, life-stage, geographic difference and other parameters are in recruiting new divers.

·         Objective:  Review participation data from the Sports and Fitness Industry Association (SFIA.org) for snorkeling and scuba diving.
Existing data will provide verification, and a starting point for key goals, eliminating some data collection processes within this plan.  SFIA has provided participation data for snorkeling and scuba as well as data on competing activities for many years.

·         Objective:  Gather previous diving industry research from a variety of sources to use as benchmarks.
Outcome: Development of an industry strengths, weaknesses, opportunities and threats analysis (SWOT analysis) which can be cross-referenced by the Strategic Planning Committee and should assist in providing verification of broad trends and a starting point for key goals.

·         Objective:  Determine the purchasing habits of active divers, along with understanding purchase timing and actual dollars spent by active divers with regard to purchases of equipment, travel and other categories.  Determine why some divers are active (and purchasing) and why others are not active buyers.  Differentiate the purchasing habits and dollars of at least two levels of certified divers: those who are certified only at the entry-level/”Open Water” certification level, and those who are certified above the entry level.  In addition, determine the demographics and life-stage differences (if any) among these two groups.
Outcome should include an understanding of:
ü  When, and what equipment is purchased during the initial certification course and the twelve months after.
ü  When, and what travel is purchased during the initial certification course and the twelve months after.
ü  When, and what equipment is purchased during certification courses higher than the open water/entry-level, and for the twelve month period after.
ü  When, and what travel is purchased during certification courses higher than the open water/entry-level, and the twelve months after completion.
ü  Dollar values spent by diving customers on the above.

The Research Committee’s initiatives will seek to provide input to several of DEMA’s overall organizational goals for the benefit of the membership, including:
a.             Defining the universe of divers
b.            Determining the rate of erosion amongst existing divers 
c.             Determining key appeals of the activity for target groups
d.            Revising non-diving perceptions of barriers to entry
e.             Identifying ideal groups for activity attraction in terms of expenditures/activity
f.             Identifying activity/purchase trends in travel, education & equipment sales
g.            Geographic identification of expenditures by region vs. activity levels.

The next DEMA Board Meeting is currently scheduled for June 5th and 6th, 2013 and the Research Committee will be meeting during this time to further develop the work plan to meet these objectives.

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.

Thursday, May 23, 2013


DEMA is excited to announce a new partnership for DEMA Show 2013 that will bring new opportunities for success to DEMA Show Exhibitors and Attendees.The Expo Group will serve as DEMA Show 2013’s General Service Contractor and DEMA expects their passion, professionalism and personalized service to be highly influential in creating a positive and productive Show experience for all participants.

Founded in 1991, The Expo Group has provided high-end products and personalized service to show organizers, exhibitors and attendees for over 22 years. Their dedication to quality service within the convention industry has helped them to receive numerous industry awards including being named an Inc. 500 Fastest Growing Company and receiving the Dallas 100 Award, Christian Business Leadership Award, EXPO Magazine Supplier of the Year Award and Texas Family Business of the Year® Award. The Expo Group has a long history of working with both the convention facilities for DEMA Show 2013 (Orange County Convention Center) and DEMA Show 2014 (Las Vegas Convention Center).

The Expo Group's service model will make exhibiting at DEMA Show even easier! As a Single Source® general contractor, The Expo Group will provide exciting new experiences for exhibitions and events, all with a personal touch. An entire array of services Exhibitors need for their booths can be ordered online through The Expo Group's website or via the Exhibitor's personal account manager, saving time and hence, money.

“A fascinating experience is at hand for the diving community and especially DEMA Show Exhibitors,” said The Expo Group National Sales Manager, Ryan Nettleton. “We are excited about this new partnership with DEMA and look forward to helping the entire diving industry perform at a higher level.”

The DEMA Show exhibit floor will be even more dynamic than before, offering multiple interaction areas for Attendees and vendors as well as showcasing the initiatives in which DEMA Members believe so strongly.

“The Expo Group is going to help DEMA bring new elements to the Show that will increase the value of the overall DEMA Show experience for Exhibitors and Attendees,” said Nicole Russell, DEMA Managing Director. These items include the new interactive Link Up booth, a robust mobile application and much more! Details will be released in the upcoming months through DEMAIL and DEMA’s Exhibitor Companion and will also be posted online on the DEMA Show website. Be sure to become a 2013 DEMA Member today to save on exclusive Exhibitor services and Attendee and Exhibitor registration. These sites will launch soon, so be prepared!

Thursday, May 9, 2013

DEMA Board of Directors to Meet in San Diego, CA for Quarterly Board Meeting on June 5th and 6th

DEMA’s Board of Directors will meet on June 5th and 6th to continue to exchange ideas about how DEMA can increase the value proposition for its Members and the Diving Industry. Some of the topics slated for discussion include updates on the 2013 Membership Benefits, Legislative Projects, DEMA Show 2013, Public Relations Promotions, the Be A Diver Pool Tour and Committee Reports.
The first day of the Board Meeting will begin with reviewing the consent agenda. Once this is completed Tom Ingram, Executive Director, will brief the Board Members on the status of the 2013 Be A Diver Pool Tour. The remainder of the first day’s Meeting will be dedicated to Program and Committee Meetings, during which Board Members will further discuss strategies to enhance current programs and benefits, clarify or resolve pending issues and review feedback from Industry stakeholders. The Meeting will conclude with presentations by the Committee Chairs to the Board Members on the results of their discussions. Additional Committee information is available online.
Day two of the Board of Directors Meeting will address ongoing business topics as well as a review of the Youth Program Proposal. The Meeting will conclude with a discussion of new business including; the Public Relations Plan and the 2020 Vision Sessions. Subjects such as the Diving For Texas Treasure Challenge, Shark Finning PR Campaign and DiveCaching opportunities affiliated with other local diving events will also be covered.
Industry professionals are encouraged to communicate with their DEMA Board stakeholder representative as well as provide feedback to the Board and staff regarding industry programs and new ideas. Just following this quarter’s Board Meeting, DEMA will host a 2020 Vision Brainstorming session to provide a forum for professionals to share ideas! Join facilitator and DEMA Executive Director Tom Ingram at 2020 Vision at Scuba Show on Sunday, June 9th from 8:00 a.m. to 10:00 a.m. in Seaside Room 4A. Those interested in attending are asked to please register in advance.
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. The next DEMA Board Meeting is currently scheduled for August 14 & 15, 2013.