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.