DEMA Releases Full Detailed Analyses of Diving Customer Research

**Five Market Segment Reports Assist Members in Understanding Current Customer Demographics and Behaviors**

DEMA has announced the release of detailed analyses of five different activity segments within the diving population. The data was developed using Pitney Bowes AnySite Marketing Information System, including the MicroBuild Lifestyle Segmentation Program and is built around an initial sample of more than 470,000 actual divers. The research is divided into five separate reports based on different diving activities; (1) Who is the Open Water Diver (2) Who is the Diver Buying Equipment (3) Who is the Continuing Education Diver (4) Who is the Diver on a Liveaboard (5) Who is the Diver Traveling to a Land-Based Resort.

“In today’s business climate, with an abundance of information shared through social media and readily available on the Internet, the best way to gain an advantage is to have more actionable information on consumers and to be able to leverage that data,” commented Tom Ingram, Executive Director of DEMA. “By using the data in these reports, it will help your business by targeting potential new end-users. Businesses can use the reports to help determine the best geographic locations in which to locate potential end-users nationwide and near retail stores, and to determine which services and products meet end-users’ needs.”  

Information in the report includes demographics and psychographics of end-users, and is based on the location of the home in which the end-user resides. Each report covers data 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 purposes. Understanding these variables provides a better awareness of customer buying behaviors and an understanding of where to find more and similar customers and is also far more reliable than single variable studies using age or income alone. The reports coincide with FREE infographics posters which summarize key findings of the research.

“Using this information can help businesses describe their customers as well as determine such important issues as whether the end-user is attracted to shopping online, has children in the household and whether or not they are married,” concluded Ingram. “All of these factors can have an impact on the message businesses select for advertising and sales program development to reach customers.”

The reports are available free to all DEMA Members, and can be purchased by non-members for $249.00 each. Members can obtain their free report by logging into their account on DEMA.org and downloading the report found under the "Research & Educational Guides" section of their DEMA Member Dashboard.  Non-members can order their report here.

Retailer Resource Committee and Strategic Review of Mission & Governance are Key Topics During DEMA’s August 18th Board of Directors Conference Call

DEMA’s Board of Directors will convene for a conference call on August 18th to continue work on the strategic action items from June’s Board Meeting and to continue discussing how DEMA can provide more “thick value” for the Industry, increase opportunities for collaboration, and help the Industry thrive.  Topics for discussion will include the new Retailer Resource Committee, DEMA’s online forum, a discussion of DEMA’s Mission and governance, and Board Member candidate nominations.

The Board Meeting will begin with the Board approving reports from past and completed activities as part of the “consent agenda.”  For August, the consent agenda will include:

• Board Meeting Minutes, June, 2014
• Quarter 2 Financial Update
• 2014 Membership Update
• Legislative Update
• Bring A Buddy Update
• DEMA Show Update

Following approval of the consent agenda, the Board will discuss the next steps in the development of the Retailer Resource Committee proposed and adopted at the June Board Meeting. This Committee’s main goal will be to focus on developing retailer resources and support including education, access to pertinent and actionable data, and, ultimately, business growth. The Board will discuss appointing a chair to the Committee and developing a work plan.  The Board of Directors will also review and discuss the recently launched online forum and provide the staff with their feedback and suggestions for continued engagement. This online forum was created as a result of Member feedback and to allow Industry stakeholders to provide engage with DEMA and other Industry stakeholders in dialogue about DEMA and Industry-related issues. 

In June, the Board committed to review DEMA’s Mission with an eye toward realigning it with the organization’s strengths, capacity to create collaboration, and needs of the Industry.  The Board will begin that review process during the upcoming meeting, with the goal of helping Members take advantage of DEMA’s areas of expertise, including legislative advocacy, business and industry research, face-to-face meetings and events, business education and member services to help facilitate business for all stakeholders.

The Board will also discuss the process by which to conduct a review of DEMA’s current governance structure and policies, and will discuss various options, including the hiring of an outside consultant to help with potential changes.  The Board of Directors Meeting will wrap up with a discussion of the Board nominations for the 2015 Election and new business.

DEMA encourages Industry professionals to communicate with their elected DEMA Board stakeholder representative as well as provide feedback to the Board and staff regarding industry programs and new ideas so we may share ideas and input during such Board meetings.  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. 

New Educational Topics and Great Content Leaders for DEMA Show 2014

** Jason Heller, The Freidman Group and Beth Ziesenis Join DEMA Sponsored Seminars Track 1 Line-Up Designed to Help Attendees “Understand It” **

DEMA-Sponsored Seminar Track 1: Understand It at DEMA Show 2014 is offering an entire track dedicated to helping attendees understand the rapidly evolving business landscape that impacts their bottom line.  Track 1 offers topics from popular and knowledgeable speakers including Jason Heller, CEO, AGILITI, Inc.; Rick Segel, President, Rick Segel & Associates; Tom Shay, Principal, Profits Plus; Wendi Swanson, Senior Consultant, The Freidman Group; Steve Weaver, CEO, Dream Weaver Travel; and Beth Ziesenis, Your Nerdy Best Friend, AskBethZ.com. Just some of the seminar topics include:

• Assessing Your Digital Maturity and Competing to Win
• Is Your Store Signage Doing Its Job? Maximize the Potential of In-Store Signage!
• Leading a Successful Group Dive Trip
• “No, I Can’t,” “I Don’t Care,” “That’s Not My Job” and Other Customer Service Nightmares
• So You Think You Can App!
• Retail Staffing – Does Anyone Ever Get it Right?
• Where Has Your Money Gone? Matching Your Checking Account to Your Income Statement

In addition to the sessions within Track 1, attendees will also find Track 2: Market It, and Track 3: Sell It as part of the DEMA-Sponsored Seminar Program packed with a wide spectrum of session topics that are of interest to you and meet your specific needs.

View complete session details and register for the DEMA-Sponsored Seminar package on the DEMA Show website.  2014 DEMA Members can save up to $125 on their seminar package price by registering now, before the early-bird pricing deadline of October 17, 2014.  Become a 2014 DEMA Member today and SAVE!  All attendees are encouraged to make the most of their Show experience by attending these seminars to help your business succeed.