DEMA Thanks the Diving Industry for their Participation in DEMA Show 2016

** Thousands of Industry Professionals from Every Segment of the Diving Industry Came Together at Trade-Only Show to Buy, Learn and Collaborate **

DEMA is pleased to say THANK YOU to the more than 9,500 pre-qualified dive professionals who registered for DEMA’s 40th annual DEMA Show, and more than 600 exhibiting companies who made DEMA Show successful.  The trade-only Show was held at the Las Vegas Convention Center in Las Vegas, NV from November 16th to 19th, 2016.   

DEMA Show 2016 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more.  Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,200 Industry Professionals entered and participated in the Show during its four days. The Show’s long-standing credentialing process established by the Board of Directors, helped confirm that the Show maintained a trade-only atmosphere, welcoming highly qualified Buyers and Influencers.

During the four days of DEMA Show 2016, Exhibitors hosted thousands of Attendees in their booths to showcase their latest products, programs and services.  DEMA’s video production partner, 506 Studio, has captured the excitement of the action-packed days of DEMA Show 2016 in a series of videos highlighting the Show.  In honor of the Show’s 40th Anniversary, all Attendees and Exhibitors were asked to “Share Your Story.” Participants were interviewed on camera to share their first and favorite DEMA Show moments. More than 160 stories were shared and captured during this year’s event.

DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show! Looking toward the future, DEMA Show will be returning to Orlando, FL from November 1-4 in 2017. DEMA continues to look at additional venues for future shows, using key factors of Exhibitor and Attendee cost and venue availability.  A complete overview of how DEMA Show venues are selected is available here.

Funds raised through DEMA Show (and all events produced by DEMA) are used to help the industry, including monitoring legislation, advocating for environmental and economic issues, promoting recreational diving, keeping dive sites open and accessible to divers, providing DEMA-Member access to benefit programs such as the promotional program Go Dive Now, and conducting research on behalf of the Industry.  With this year’s strong DEMA Show participation, DEMA can continue its mission of bringing businesses together to grow the diving industry.

2017 DEMA Board of Directors Election Deadlines Announced

** Ballot packets have been mailed to all current 2017 DEMA Members **

DEMA has announced that its 2017 Board of Directors election will take place from December 19, 2016 to January 27, 2017. All 2017 DEMA Members are eligible to vote – join DEMA by 4:00pm Pacific Time on January 6, 2017 to become eligible to participate in the 2017 Board of Directors Election.

DEMA's 2017 Board of Directors Election candidates are: 

• Category A1 – Manufacturers, Distributors and Affiliated Field/Sales Representatives:
• Mike Hollis, Aqua Lung
• Category A2 – Diver Certification and Training Agencies, and Affiliated Field/Sales Representative:
• Dallas Edmiston, NAUI
• Category A3 – Dive Publishing, Media, Dive Industry Consulting, Associations & Non-Retail Service Providers:
• Linda Sue Dingel, Bonnier Corporation
• Dan Orr, Dan Orr Consulting
• Category A4 – Retail Distribution of Diving Goods & Services:
• Bill Cole, Sea Experience
• Davis Graham, Texas Dive Center
• Pat  Hammer, Scuba Emporium
• Myra Kurn, Ocean Enterprises, Inc.

·        Category A5 – Dive Travel Provider or Resort:  

• Jenny Collister, Reef & Rainforest Dive & Adventure Travel
  
•  Stuart Cove, Stuart Cove's Dive Bahama

All A-category DEMA Members who pay their 2017 dues by 4:00PM Pacific Time on January 6, 2017 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.   

CLICK HERE TO JOIN FOR 2017  

For membership information please contact membership@dema.org or (858) 616-6408. In accordance with the DEMA Bylaws, Directors serve three-year terms.  Click here for more information on DEMA's Board of Directors and Bylaws. 

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.

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 Facebook, Twitter and Instagram; and use hashtag #GoDiveNow with all your scuba-related social media posts!

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 here. In 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.

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!

ENHANCE YOUR LISTING

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 Facebook, Twitter and Instagram; and use hashtag #GoDiveNow with all your scuba-related social media posts!

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.  

New Resources Just Added to the Go Dive Now Member Toolkit!

Just this week, DEMA added new Go Dive Now banner ads, email headers and a new customizable video to the Go Dive Now Member Toolkit. These new campaign resources are FREE for DEMA Members to download and are a great way to promote the ease (and fun!) of becoming a certified diver. Entice potential customers with this captivating imagery on your website, throughout your social media pages, and within your emails.  Log in today to access these and other free Go Dive Now campaign resources.

DOWNLOAD ADS & HEADERS

Go Dive Now's latest customizable video promotes the wonder and adventure that awaits just below the waves and uses a generic closing that allows you to add in your own marketing message and/or your business' contact information! Also available, are two other customizable videos promoting certification classes and dive travel. These videos are perfect for embedding on your website or sharing on social media. Additional versions will become available to Members in the near future.

DOWNLOAD CUSTOMIZABLE VIDEO

DEMA Expresses Concerns to the Governor of Florida over Recent Bloom of Toxic Cyanobacteria

The recent bloom of toxic cyanobacteria (often referred to in the media as an “algae” bloom) in Florida’s Lee, Martin, Palm Beach and St. Lucie counties has DEMA expressing concern over the negative impact this bloom will have on the recreational diving businesses in these counties, as well as the reputation of Florida as a premier recreational diving location. In response to this situation, DEMA has submitted a letter to the Governor of Florida expressing these concerns and asking for additional action to be taken that will help mitigate future problems.

On June 29, an Executive Order declared the presence of this bloom to be an emergency situation in Martin and St. Lucie counties, and subsequently extended the emergency to cover Lee and Palm Beach Counties. Although it’s difficult to measure the direct impact the cyanobacteria bloom will have on residents participating in diving, DEMA is concerned the bloom could have a direct impact on the local dive industry economy in aspects of the number of diving travelers, hotel occupancy, and long-term consequences such as the loss of Florida’s reputation as a premier US diving destination.

DEMA’s letter to the Governor of Florida asks that direct and decisive action be taken to address the current situation, and future problems by continuing to work with the federal government on the problem of water storage and discharge from Lake Okeechobee, as well as work to reduce the effects of pollution that includes sewage runoff and discharges from the phosphate mining industry and agriculture, all of which appear to contribute to this year’s need for emergency action. 

DEMA stressed how Florida’s local recreational diving industry, hotels, restaurants, marinas and other businesses associated with diving activities are all dependent on the availability of quality diving and snorkeling sites. 

DEMA Members Can Now Access Complimentary Go Dive Now Campaign Tools & Resources

** DEMA Member Businesses Are Encouraged to Use the Free Resources to Align with the Highly-Visible Go Dive Now Campaign **

DEMA Members now have access to a FREE Go Dive Now Member Toolkit which includes videos, ad templates and other helpful materials to immediately capitalize on the national Go Dive Now marketing campaign for their own operations.

In May 2016, DEMA launched its newest national marketing campaign, Go Dive Now, and already the campaign is having a huge impact on the sport’s exposure with potential divers. The campaign’s website, GoDiveNow.com, provides direct advertising links to local DEMA Member retail stores and dive vacation destinations, highlights the many benefits of diving, and eases barriers to entry by offering information and resources for potential new divers. With the release of the DEMA Member Toolkit, the Go Dive Now campaign also now provides direct support to DEMA Members by offering campaign tools which can help them engage with and take advantage of the Go Dive Now brand. 

All current DEMA Members are able to access, FREE of charge, a Go Dive Now Member Toolkit containing:

• Go Dive Now Logos
• Sample Go Dive Now Ads & Templates
• Marketing Images
• Customizable Go Dive Now Videos
• Shareable Social Media Posts
• Marketing Guides

Members will also receive a bi-monthly touch point from DEMA’s marketing partner Mob Media that recaps Go Dive Now’s social media posts, making it easy for dive stores to like, copy, share, repost, and retweet Go Dive Now social media posts. Members will also receive professional tips for using social media to get more store and web traffic.

Additionally, all DEMA Members Retailers will receive their very own evaluation to determine the local zip codes that should be targeted near their store when conducting their own promotional efforts. DEMA Members should log in today to access these free resources and start aligning their business with this highly-visible campaign. Non-Member retailers are encouraged to join DEMA so they too can capitalize on the additional exposure they can receive through this campaign and the resources available within the Member Toolkit, as well as the free evaluation of the customers living near their stores.

More than a way to drive just certifications, Go Dive Now utilizes industry collaboration and research to locate and target the audiences that will be 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 and has been and will continue to be, a collaborative effort among industry stakeholders through the gathering of marketing insight, coming together for brainstorming sessions, and sharing media files for promotional efforts.

DEMA Members – LOG IN TODAY to access your new Go Dive Now Member Toolkit. Be sure to visitwww.GoDiveNow.com to learn more about the campaign; follow @GoDiveNow on Facebook and Twitter; and use hashtag #GoDiveNow with all your scuba-related social media posts!

With the FL Lobster Mini-Season Approaching, Dive Safety PSA & Poster Provide Safety Reminders

**DEMA and Divers Alert Network (DAN) Provide Tips to Increase Diver Safety for Florida’s Lobster Mini-Season July 27-28, 2016** With the 2016 Florida Lobster Mini-Season happening this month, DEMA has updated their Lobster Mini-Season poster and is circulating a 30-second Public Service Announcement in an effort to increase diver safety.  Both the poster and PSA remind divers to be prepared for the upcoming mini-season. DEMA Members are encouraged to print the Lobster mini-season poster and to display it in the store, distribute it to their customers, and share it electronically, along with the video PSA, with their own online community. Both the poster and PSA are part of DEMA’s ongoing campaign to encourage divers to refresh their training and maintain their equipment prior to getting back in the water.    “We ask the Industry for their support in circulating this PSA and poster in preparation of the two-day Florida Lobster mini-season. Together, we can encourage divers to start preparing for the annual Lobster hunt in advance and be well prepared to adhere to necessary safety measures when hunting for lobsters, including diving with a buddy,” commented Tom Ingram, President & CEO of DEMA. “With increased awareness of the recommended safety procedures, we hope to keep diving safe for everyone during this 2016 mini-season.” The 30-second PSA was produced by DEMA in partnership with Divers Alert Network and specifically timed for the two-day Florida Lobster mini-season opening on July 27 and ending July 28. It was created to encourage divers to visit their local dive center to update their dive equipment and refresh their dive skills ahead of the two-day mini-season. In addition to being made available to the Industry for download and sharing, the poster and PSA will be promoted as a social media campaign via DEMA and Go Dive Now’s social media pages prior to and during the Lobster Mini-Season. The poster is now available to be viewed, shared and downloaded and the PSA can be viewed and shared via the Go Dive Now YouTube channel. All divers and Industry Professionals are encouraged to share the PSA with their social media friends and followers and their local diving community to spread this important message.  Tips for Preparing for Florida Lobster Mini-Season ____________________________________________________________ Poster PSA:  30 Second Version Printable files:  PDF  |  JPEG

DEMA’s Newest Marketing Campaign, Go Dive Now, Produces Big Results in First Month

On May 24, 2016 DEMA launched the website for its newest national marketing campaign, Go Dive Now. Within a month, the campaign has already seen big results with traffic from paid and organic sources driving potential divers to the website to learn more about the sport. The Go Dive Now website provides direct links to local DEMA Member retail stores and dive vacation destinations, highlights the many benefits of diving, and eases barriers to entry by offering information and resources for potential new divers. 

From its official launch date of May 24, 2016, GoDiveNow.com has had over 19,000 page visits with 11,500 unique visitors. On the website, potential divers have access to a wealth of information to help them learn more about diving. The site includes 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. The Go Dive Now Dive Store Locator feature has already been used 5,374 times to help visitors locate a local dive center near them.  More than 33% of site visitors have used the Go Dive Now Dive Store and Vacation Finders.

Beyond the website, Go Dive Now is utilizing social media to build awareness and generate interest in scuba diving with non-diving consumers. In particular, paid Facebook ads are targeting appropriate demographics surrounding local DEMA Member retail stores.  These ads help to drive growth for the diving industry directly through DEMA Member Retailers, providing a unique opportunity for Member stores to receive free Facebook advertising focused on the target customers in the neighborhoods near their stores. Since the campaign’s inception, paid Facebook ads have been responsible for over 1,786,630 impressions. Now is the time to become a 2016 DEMA Member to make sure potential new consumers near your location aren’t excluded being from the campaign. As the campaign evolves, other advertising opportunities will be evaluated including Twitter and Instagram channels.

More than a way to drive just certifications, Go Dive Now utilizes industry research to locate and target the audiences that will be 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 and has been and will continue to be, a collaborative effort amongst industry stakeholders 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 Facebook and Twitter; and use hashtag #GoDiveNow with all your scuba-related social media posts!

Lad Akins and Leslie Leaney to Receive DEMA’s 2016 Reaching Out Award

** Honorees to be Recognized at the DEMA Awards Party Being Held at the The Joint at the Hard Rock in Las Vegas, NV**

The Diving Equipment and Marketing Association is pleased to announce that Lad Akins and Leslie Leaney are the 2016 recipients of DEMA’s Reaching Out Award.  The Dive Industry will boogie down 70’s style at the 28th annual presentation of the prestigious Reaching Out Awards on November 18, 2016, where the industry will celebrate at this year’s Disco-inspired evening in honor of these two outstanding members of the diving community. The newest inductees to DEMA’s Hall of Fame will be honored at this year’s DEMA Awards Party taking place at The Joint at the Hard Rock in Las Vegas, NV. First presented in 1989, DEMA’s 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 will be joining an extraordinary list of distinguished past Honorees.

LAD AKINS is widely recognized as a ground-breaking marine conservationist for his leadership and vision in forming Reef Environmental Education Foundation (REEF), an organization that is the lynch-pin connecting the dive community with opportunities to contribute to scientific research and conservation through “citizen science.” He is most recently known for his work spearheading the battle against the lionfish invasion across the Atlantic and introducing school-aged children to conservation and the aquatic world.

Akin’s contributions to research and public education on the impacts of the invasive lionfish have garnered major media attention. His work has been featured in many major media outlets including ABC, CNN, NBC, the Food Network, and the Discovery Channel. His work has also been featured in more than 100 printed articles. He has authored or co-authored 30 scientific publications and authored other publications including, “Invasive Lionfish: A Guide to Control and Management” and “The Lionfish Cookbook: The Caribbean’s New Delicacy.”

Akins currently sits on a number of state, regional and international committees, and working groups devoted to lionfish control and management strategies. His work has been instrumental in bringing the world of fish identification, citizen science, and marine conservation to numerous marine enthusiasts around the globe. He has made the concept of diving with a purpose a reality for tens of thousands in the USA and worldwide.

LESLIE LEANEY is well-known for his dedication to the preservation and sharing of the dive industry’s history. Leaney started diving in 1969 around the island of Singapore and progressed through the BSAC system becoming a scuba instructor, club Expedition Director, and eventually Diving Officer for BSAC Special Branch in Singapore. In 1980, Leaney relocated to Malibu, California where we began to purse his interest in diving history. Throughout the 1980’s, he compiled an extensive diving library and a collection of historical antique equipment. His archives currently provide reference research material for diving historians and items from his collection are on display at various museums.

In 1992, this interest in history lead Leaney to co-found the Historical Diving Society-USA (HDS-USA) with Skip Dunham. The inaugural meeting featured a mix of recreational, military, and commercial divers. The Society continues to provide an educational forum for these separate, but connected, groups to learn about their joint history. Initially formed as a chapter of the British HDS, the Society evolved into an American non-profit corporation. During its more than 20 year existence, Leaney has served as Chairman, President, and Executive Director and helped establish and develop an international Advisory Board of divers, which has continued to grow in stature along with the Society. Under his guidance, the Society grew from a few dozen members to over 2,700 in 44 countries and is internationally affiliated with similar organizations.

In 1993, Leaney founded Historical Diver Magazine (later renamed The Journal of Diving History), America’s first and only publication devoted to all aspects of diving history. Through his research, Leaney has written numerous articles that have appeared in several international publications. He has lectured on the subject of diving history at seminars in France, Canada, Mexico, England and America. Leaney’s research is referenced by numerous authors and he has acted as a consultant for The History Channel, The B.B.C., The Discovery Channel, United States Navy, and other organizations. Leaney has dedicated much of his career to the preservation and education of the industry’s history, which will continue to benefit the industry as a whole for years to come.

DEMA congratulates Lad Akins and Leslie Leaney for their exemplary, life-long service to our Industry.

Further details about the 2016 DEMA Awards Party are available on the DEMA Show website where interested parties can purchase individual tickets from the DEMA Show registration system. Unique sponsorship opportunities and VIP reserved seating for tables of 8 are also available by contacting Colleen Vasquez at cvasquez@dema.org or (858) 616-6408 x106.

Over 1.7 Million Potential Divers Reached to Date by 2016 Media Coverage of DEMA’s Go Dive Now Pool

DEMA’s most recognized diver acquisition and awareness program, the Go Dive Now Pool Tour, has continued to generate huge exposure for the industry through mid-June by generating over 795,000 view impressions from the months of April to June alone. Since the beginning of the year, media coverage of the Pool has reached over 1.7 MILLION POTENTIAL DIVERS! During the second quarter of 2016, the Pool has continued to travel around the country making stops at the Philadelphia Inquirer Travel Show (Philadelphia, PA), Chocolate Fest(Burlington, WI), and World Ocean Day (Chattanooga, TN) with an additional stop just this past weekend at Chester County Balloon Fest in Toughkenamon, PA (media results for this stop not included).

“With every event we attend, the Go Dive Now Pool continues to prove how effective it is at piquing interest in scuba diving,” commented “Big Wave” Dave Reidenbach, DEMA’s Pool Tour Coordinator. “Providing event attendees and potential new divers with the chance to try scuba for themselves in a non-intimidating environment reduces many barriers to entry and also provides a unique opportunity for family and friends to discover a new interest together. Media coverage of the Pool is invaluable as it provides the opportunity to promote scuba diving to TV viewers on a broad scale.”

The first eight events of the year promoted the Pool and the “try diving” experience as one of the top activities for show attendees. As a result the Pool was featured on news stations WOIO-CBS, WUAB-MY43, WKYC-NBC, WFAA-ABC, KDFW-FOX, KTVT-CBS, WFIE-NBC, WEVV-44 NEWS, WTTA-WB, WFLA-NBC, WTVC, and WRCB-TV. All twelve stations showcased reporters broadcasting from the Pool and interviewing “Big Wave” Dave to discuss the Pool Tour, safety tips on diving, and top dive spots for local diving.

The Pool will continue its tour as a top consumer event feature throughout 2016. DEMA Member Retailers who volunteer to work with the Pool at these events find that they reap huge benefits. By being part of a potential new diver’s first experience, these retailers are already building trust and loyalty with potential customers that could develop into a long-term buying and diving relationship. Retailers also benefit because DEMA advertises the pool event using Facebook ads targeted to the neighborhoods immediately surrounding the DEMA Member Retail location.   Retailers who are interested in participating in a scheduled Pool stop or who may be aware of an event with potential for attracting new divers are encouraged to contact Dave Reidenbach at (920) 205-3657 or bigwavedave@dema.org.

Making stops throughout the year at various consumer-oriented travel, outdoor activity and adventure shows, the Go Dive Now Pool gives anyone 10 years of age and older the opportunity to discover the fun and exciting sport of scuba diving for FREE in the comfort of a large, heated Pool. Event attendees are also able to test out some of the latest scuba diving equipment and have a photo of themselves taken underwater that can act as an everlasting keepsake. Those who take the plunge need not worry about getting wet, since the Pool provides wetsuits, towels, hair dryers and dressing rooms.  

DEMA Board Reviews Go Dive Now Campaign, Evaluates Association’s Structure & Discusses Future Plans

On May 19th and 20th, the DEMA Board of Directors gathered for a Quarterly Board Meeting. Discussion included an update on the Go Dive Now consumer marketing campaign, review of the Association’s structure, discussion of Membership Benefits, a review of the 2015 Financial Audit, and more.

Following approval of the consent agenda, key topics and actions for the coming year were discussed:

Go Dive Now: Industry-Wide, Collaborative Consumer Marketing & Social Media CampaignThe Board was provided with an update on the progress of the Go Dive Now campaign by the DEMA staff. The Board discussed the campaign’s Facebook ad focus, noting that while pay-per-click advertising will be used, it will not be the main medium..  The Board reviewed the basis for Facebook advertising targeting. Currently the area immediately surrounding each DEMA’s Member Retailers’ store location is being targeted. As additional dive centers join DEMA, these will be incorporated into the Facebook advertising buy and target zip codes will be updated to include these new relevant store locations. Ongoing evaluation of the entire campaign will help determine any necessary changes to the campaign’s strategy as it continues to develop.

Evaluation of Association Structure & Bylaws

The Board discussed the Association’s current dues and benefits structure and the possibility of offering additional tiered benefits based on each level of membership dues.

The Board also reviewed the Association’s current bylaws and discussed recommended changes as suggested by DEMA’s Strategic Consultant, including a change of elected officer titles (from President to Chair) and a change of chief staff officer from Executive Director to President/CEO. Additionally a recommendation was made to change Article IV, Section 5 to reflect that the membership application is reviewed by DEMA Staff, and to add a stipulation to Article XII to note that the sitting Board Chair cannot also serve as the Board Treasurer.  All recommended changes to the bylaws were voted upon and passed.

Developments in Public Policy

The Board reviewed the Department of Labor’s new overtime wage regulations. It was noted that the Association’s new procurement of the CQ Roll Call online service will help provide information to DEMA Members proactively.

The Board discussed inviting local Members to participate in open sessions during future Board meetings wherever they are held throughout the country and discussed engaging in local diving. It was decided that local DEMA Member retailers within 100 miles of the meeting, as well as the Retailer Resource Committee, would be invited to the Board’s September meeting.

2015 Financial Audit Review

Mark Hennelly, Association Auditor with Hutchinson & Bloodgood LLP, joined the Board Meeting and reported on the successful completion of the Association’s recent financial audit.  He noted that all operating procedures and accounting practices were being conducted appropriately according to required GAAP guidelines and that DEMA’s audit contained no significant discrepancies.

DEMA Show Scheduling

It was confirmed that the schedule of Show days for DEMA Show 2020 through 2023 will change from a Wednesday through Saturday schedule to a Tuesday through Friday staging.

The DEMA Board will meet again on September 13th & 14th in San Diego, CA. 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.