DEMA Releases Demographic and Household Data on Divers

Profile Infographics on Different Market Segments Assists Members in Understanding Customer Buying Behaviors and Where to Find More Customers

 

DEMA has announced an updated profile of several market segments within the diving population developed by using the AnySite Marketing Information System, produced by Pitney Bowes. The profiles are broken into four separate categories; (1) Who is the Open Water Diver, (2) Who is the Diver Buying Equipment (hard goods), (3) Who is the Continuing Education Diver and (4) Who is the Diver Traveling to a Resort. 

“The objective of conducting this research is to help DEMA-Members acquire more new customers or re-activate divers who have been out of the water for a time,” commented Tom Ingram, Executive Director of DEMA. “ Having these updated diver profiles available to our Members will allow them to have a better understanding of their current and potential customers, how to reach the potential new customer and how different promotions can work to generate additional business of each life-stage.”

The multivariate study uses 16 data points 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 purchases. Understanding these variables provides a clear awareness of customer buying behaviors and understanding of where to find more and similar customers, and is more reliable than single variable studies using age or income alone.

Colorful infographic posters which summarize key findings of the study are available online now for all DEMA Members to view, download and share with their staff. If you have any questions about these findings please contact us at US toll free (800) 862-DIVE (3483) or (858) 616-6408 or email us at info@dema.org.

DEMA Thanks the Recreational Diving Industry for Their Participation in DEMA Show 2013

DEMA is pleased to say THANK YOU to the more than 9,200 pre-qualified dive professionals who registered for DEMA Show 2013, and the 600+ exhibiting companies who made DEMA Show successful. The trade-only Show was held at the Orange County Convention Center in Orlando, FL from November 6^th to 9^th.

Once again, DEMA Show 2013 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more. Opening day commenced at 10:00 am on November 6^th with more than 6,400 professionals on hand for the first day’s activities, including buyers, travel buyers, instructors and other dive professionals from all over the world. Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,000 Industry Professionals entered the Show during its four days – a 3% increase over the previous Orlando-based DEMA Show. Verified Attendees and Buyers showed an 8.1% increase over DEMA Show 2011 in Orlando and even a slight (.6%) increase over last year’s Las Vegas-based event. The Show’s credentialing process established by the Board of Directors, once again helped confirm that the Show maintain a trade-only atmosphere, welcoming highly qualified Buyers as well as all levels of Diving Industry professionals.

“We are happy to see that the Show continues to bring a strong professional audience together to do business, learn, discuss and brainstorm ideas and issues affecting our industry,” said Tom Ingram, DEMA Executive Director. “The DEMA Staff, along with the Board, our Members and all Industry stakeholders will continue to find ways to strengthen the Show, our community and our industry as a whole. We encourage all Industry Professionals to stay informed via DEMAIL and the DEMA website and social media pages. Your involvement in the Industry’s trade association helps us all make positive progress.”

One of the positive additions to this year’s Show was the return of the Deep Ambitions Aquatic Career Fair. On Thursday November 7^th over 85 middle school students and on Friday November 8^th 45 high school students participated in a full day of experiential learning about the underwater world and the opportunities presented related to diving and careers. High School students were even given the opportunity to try diving in the Be A Diver pool right on the Show floor. Industry influencers like Martin Stepanek, Rogest and Wyland joined staff from Infinite Scuba™, REEF and Reefmakers to interact and educate the students about our underwater environment, inspired them to get involved to help our ocean planet, and gave them ideas about careers in which learning to dive can play a key role.

During the Annual Member Meeting, Attendees learned about the activities of the Association during 2013 and the goals being set for 2014. Tom Ingram also revealed the preliminary results of DEMA’s new industry-wide research project, providing key demographic data on current entry-level divers, divers participating in continuing education, divers traveling to resorts and those purchasing hard goods such as regulators.

Exhibitors such as American Underwater Products, Aqua Lung, Bahama’s Diving Association and MANY more hosted hundreds of Attendees in their booths to showcase their latest products, programs and services. DEMA’s video production partner, Border Cross Productions, has captured the excitement of the action-packed days of DEMA Show 2013 in a series of videos available for viewing on the Be A Diver YouTube Channel.

Looking toward the future, DEMA Show will be returning to Las Vegas for 2014. 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, along with an analysis of the other cities considered, is available here.

Funds raised through DEMA Show (and all events produced by DEMA) are used to promote recreational diving, keep dive sites open and accessible to divers, provide DEMA-Member access to benefit programs such as health insurance and worker’s compensation insurance, monitor legislative activity, advocate for diving with law and policy-makers, and conduct research on behalf of the Industry. With this year’s strong DEMA Show participation, DEMA can continue its mission of promoting sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.

DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show!

Trade-Only Show Brings Together Thousands of Industry Professionals from Every Segment of the Diving Industry to Buy, Learn and Network

DEMA is pleased to say THANK YOU to the more than 9,200 pre-qualified dive professionals who registered for DEMA Show 2013, and the 600+ exhibiting companies who made DEMA Show successful. The trade-only Show was held at the Orange County Convention Center in Orlando, FL from November 6^th to 9^th. 

Once again, DEMA Show 2013 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more. Opening day commenced at 10:00 am on November 6^th with more than 6,400 professionals on hand for the first day’s activities, including buyers, travel buyers, instructors and other dive professionals from all over the world. Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,000 Industry Professionals entered the Show during its four days – a 3% increase over the previous Orlando-based DEMA Show. Verified Attendees and Buyers showed an 8.1% increase over DEMA Show 2011 in Orlando and even a slight (.6%) increase over last year’s Las Vegas-based event. The Show’s credentialing process established by the Board of Directors, once again helped confirm that the Show maintain a trade-only atmosphere, welcoming highly qualified Buyers as well as all levels of Diving Industry professionals.

“We are happy to see that the Show continues to bring a strong professional audience together to do business, learn, discuss and brainstorm ideas and issues affecting our industry,” said Tom Ingram, DEMA Executive Director. “The DEMA Staff, along with the Board, our Members and all Industry stakeholders will continue to find ways to strengthen the Show, our community and our industry as a whole. We encourage all Industry Professionals to stay informed via DEMAIL and the DEMA website and social media pages. Your involvement in the Industry’s trade association helps us all make positive progress.”

One of the positive additions to this year’s Show was the return of the Deep Ambitions Aquatic Career Fair. On Thursday November 7^th over 85 middle school students and on Friday November 8^th 45 high school students participated in a full day of experiential learning about the underwater world and the opportunities presented related to diving and careers. High School students were even given the opportunity to try diving in the Be A Diver pool right on the Show floor. Industry influencers like Martin Stepanek, Rogest and Wyland joined staff from Infinite Scuba™, REEF and Reefmakers to interact and educate the students about our underwater environment, inspired them to get involved to help our ocean planet, and gave them ideas about careers in which learning to dive can play a key role.

During the Annual Member Meeting, Attendees learned about the activities of the Association during 2013 and the goals being set for 2014. Tom Ingram also revealed the preliminary results of DEMA’s new industry-wide research project, providing key demographic data on current entry-level divers, divers participating in continuing education, divers traveling to resorts and those purchasing hard goods such as regulators.

Exhibitors such as American Underwater Products, Aqua Lung, Bahama’s Diving Association and MANY more hosted hundreds of Attendees in their booths to showcase their latest products, programs and services. DEMA’s video production partner, Border Cross Productions, has captured the excitement of the action-packed days of DEMA Show 2013 in a series of videos available for viewing on the Be A Diver YouTube Channel.

Looking toward the future, DEMA Show will be returning to Las Vegas for 2014. 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, along with an analysis of the other cities considered, is available here.

Funds raised through DEMA Show (and all events produced by DEMA) are used to promote recreational diving, keep dive sites open and accessible to divers, provide DEMA-Member access to benefit programs such as health insurance and worker’s compensation insurance, monitor legislative activity, advocate for diving with law and policy-makers, and conduct research on behalf of the Industry. With this year’s strong DEMA Show participation, DEMA can continue its mission of promoting sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.

DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show!

- See more at: http://dema.org/displaycommon.cfm?an=1&subarticlenbr=899#sthash.V69ojpou.dpuf

Trade-Only Show Brings Together Thousands of Industry Professionals from Every Segment of the Diving Industry to Buy, Learn and Network

DEMA is pleased to say THANK YOU to the more than 9,200 pre-qualified dive professionals who registered for DEMA Show 2013, and the 600+ exhibiting companies who made DEMA Show successful. The trade-only Show was held at the Orange County Convention Center in Orlando, FL from November 6^th to 9^th. 

Once again, DEMA Show 2013 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more. Opening day commenced at 10:00 am on November 6^th with more than 6,400 professionals on hand for the first day’s activities, including buyers, travel buyers, instructors and other dive professionals from all over the world. Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,000 Industry Professionals entered the Show during its four days – a 3% increase over the previous Orlando-based DEMA Show. Verified Attendees and Buyers showed an 8.1% increase over DEMA Show 2011 in Orlando and even a slight (.6%) increase over last year’s Las Vegas-based event. The Show’s credentialing process established by the Board of Directors, once again helped confirm that the Show maintain a trade-only atmosphere, welcoming highly qualified Buyers as well as all levels of Diving Industry professionals.

“We are happy to see that the Show continues to bring a strong professional audience together to do business, learn, discuss and brainstorm ideas and issues affecting our industry,” said Tom Ingram, DEMA Executive Director. “The DEMA Staff, along with the Board, our Members and all Industry stakeholders will continue to find ways to strengthen the Show, our community and our industry as a whole. We encourage all Industry Professionals to stay informed via DEMAIL and the DEMA website and social media pages. Your involvement in the Industry’s trade association helps us all make positive progress.”

One of the positive additions to this year’s Show was the return of the Deep Ambitions Aquatic Career Fair. On Thursday November 7^th over 85 middle school students and on Friday November 8^th 45 high school students participated in a full day of experiential learning about the underwater world and the opportunities presented related to diving and careers. High School students were even given the opportunity to try diving in the Be A Diver pool right on the Show floor. Industry influencers like Martin Stepanek, Rogest and Wyland joined staff from Infinite Scuba™, REEF and Reefmakers to interact and educate the students about our underwater environment, inspired them to get involved to help our ocean planet, and gave them ideas about careers in which learning to dive can play a key role.

During the Annual Member Meeting, Attendees learned about the activities of the Association during 2013 and the goals being set for 2014. Tom Ingram also revealed the preliminary results of DEMA’s new industry-wide research project, providing key demographic data on current entry-level divers, divers participating in continuing education, divers traveling to resorts and those purchasing hard goods such as regulators.

Exhibitors such as American Underwater Products, Aqua Lung, Bahama’s Diving Association and MANY more hosted hundreds of Attendees in their booths to showcase their latest products, programs and services. DEMA’s video production partner, Border Cross Productions, has captured the excitement of the action-packed days of DEMA Show 2013 in a series of videos available for viewing on the Be A Diver YouTube Channel.

Looking toward the future, DEMA Show will be returning to Las Vegas for 2014. 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, along with an analysis of the other cities considered, is available here.

Funds raised through DEMA Show (and all events produced by DEMA) are used to promote recreational diving, keep dive sites open and accessible to divers, provide DEMA-Member access to benefit programs such as health insurance and worker’s compensation insurance, monitor legislative activity, advocate for diving with law and policy-makers, and conduct research on behalf of the Industry. With this year’s strong DEMA Show participation, DEMA can continue its mission of promoting sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.

DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show!

- See more at: http://dema.org/displaycommon.cfm?an=1&subarticlenbr=899#sthash.V69ojpou.dpuf

Trade-Only Show Brings Together Thousands of Industry Professionals from Every Segment of the Diving Industry to Buy, Learn and Network

DEMA is pleased to say THANK YOU to the more than 9,200 pre-qualified dive professionals who registered for DEMA Show 2013, and the 600+ exhibiting companies who made DEMA Show successful. The trade-only Show was held at the Orange County Convention Center in Orlando, FL from November 6^th to 9^th. 

Once again, DEMA Show 2013 provided many opportunities for Attendees and Exhibitors to do great business together by providing hundreds of exhibits, products, services, educational sessions and more. Opening day commenced at 10:00 am on November 6^th with more than 6,400 professionals on hand for the first day’s activities, including buyers, travel buyers, instructors and other dive professionals from all over the world. Verified attendance figures, which are obtained from electronic scans of Attendee and Exhibitor badges, confirm that over 8,000 Industry Professionals entered the Show during its four days – a 3% increase over the previous Orlando-based DEMA Show. Verified Attendees and Buyers showed an 8.1% increase over DEMA Show 2011 in Orlando and even a slight (.6%) increase over last year’s Las Vegas-based event. The Show’s credentialing process established by the Board of Directors, once again helped confirm that the Show maintain a trade-only atmosphere, welcoming highly qualified Buyers as well as all levels of Diving Industry professionals.

“We are happy to see that the Show continues to bring a strong professional audience together to do business, learn, discuss and brainstorm ideas and issues affecting our industry,” said Tom Ingram, DEMA Executive Director. “The DEMA Staff, along with the Board, our Members and all Industry stakeholders will continue to find ways to strengthen the Show, our community and our industry as a whole. We encourage all Industry Professionals to stay informed via DEMAIL and the DEMA website and social media pages. Your involvement in the Industry’s trade association helps us all make positive progress.”

One of the positive additions to this year’s Show was the return of the Deep Ambitions Aquatic Career Fair. On Thursday November 7^th over 85 middle school students and on Friday November 8^th 45 high school students participated in a full day of experiential learning about the underwater world and the opportunities presented related to diving and careers. High School students were even given the opportunity to try diving in the Be A Diver pool right on the Show floor. Industry influencers like Martin Stepanek, Rogest and Wyland joined staff from Infinite Scuba™, REEF and Reefmakers to interact and educate the students about our underwater environment, inspired them to get involved to help our ocean planet, and gave them ideas about careers in which learning to dive can play a key role.

During the Annual Member Meeting, Attendees learned about the activities of the Association during 2013 and the goals being set for 2014. Tom Ingram also revealed the preliminary results of DEMA’s new industry-wide research project, providing key demographic data on current entry-level divers, divers participating in continuing education, divers traveling to resorts and those purchasing hard goods such as regulators.

Exhibitors such as American Underwater Products, Aqua Lung, Bahama’s Diving Association and MANY more hosted hundreds of Attendees in their booths to showcase their latest products, programs and services. DEMA’s video production partner, Border Cross Productions, has captured the excitement of the action-packed days of DEMA Show 2013 in a series of videos available for viewing on the Be A Diver YouTube Channel.

Looking toward the future, DEMA Show will be returning to Las Vegas for 2014. 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, along with an analysis of the other cities considered, is available here.

Funds raised through DEMA Show (and all events produced by DEMA) are used to promote recreational diving, keep dive sites open and accessible to divers, provide DEMA-Member access to benefit programs such as health insurance and worker’s compensation insurance, monitor legislative activity, advocate for diving with law and policy-makers, and conduct research on behalf of the Industry. With this year’s strong DEMA Show participation, DEMA can continue its mission of promoting sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.

DEMA extends its THANKS to the entire Industry for the continuing success of DEMA Show!

- See more at: http://dema.org/displaycommon.cfm?an=1&subarticlenbr=899#sthash.V69ojpou.dpuf