PROMOTE CONTINUING EDUCATION AND LOCAL DIVING USING THE UNDERWATER TREASURE HUNTING GAME OF DIVECACHING

Underwater Treasure Hunt Provides Retailers with Opportunities to Offer Customers Compass Navigation & Search and Recovery Courses

The summer dive season is in full swing and retail store owners, store staff and instructors are searching for new ways to engage their customers and encourage them to take their dive skills to the next level. DiveCaching is the perfect activity to help you promote local diving within your community and encourage your current customers to refine and further develop their diving skills.

DiveCaching, an underwater treasure hunt for certified scuba divers, is designed to help support fun local diving and includes the use of technology and a few basic diving skills such as navigation, buoyancy control and search and recovery techniques. Using DiveCaching, retailers can promote a fun and simple local diving activity and encourage their customers to improve their treasure-hunting skills by enrolling in continuing education classes. DiveCaching gives divers a new and unique reason to get back in the water and improve all their diving skills, as well as update their diving equipment for the season.

Along with maintaining proper buoyancy, using an underwater compass is extremely useful when searching for these underwater treasures. Divers hiding caches typically provide compass headings and distances as part of the DiveCaching descriptions, and divers have a greater chance of finding the DiveCache by knowing how to use the compass properly. Since the typical GPS device cannot pick up satellite signals through the surface of the water and the level of precision for most GPS devices will require some searching for the DiveCache, learning how to use underwater search patterns while maintaining neutral buoyancy and kicking properly will increase your chances of finding the DiveCache. Divers can improve their buoyancy skills and learn a number of search techniques from their instructor and retail store that will help them locate the DiveCache, even in low visibility.

“DiveCaching is fun all on its own and is the perfect reason to get divers to refresh the navigation and buoyancy skills they learned in their entry-level scuba classes and promote additional training in navigation and search and recovery classes,” commented Tom Ingram, Executive Director of DEMA. “Our Member retailers are always looking for fresh ideas to get their customers coming back to further their dive education. DiveCaching accomplishes this and much more! From combined DiveCaching and Geocaching activities for the entire family to DiveCaching puzzles and contests like DEMA’s pilot DiveCaching promotion, the Diving for Texas Treasure Challenge, DiveCaching is a great new activity that can benefit divers and Dive Industry professionals alike!”

For more information on how to promote continuing education with DiveCaching visit www.DiveCaching.orgor DEMA Members can log into their Member Dashboard to access the Member-Only DiveCaching Toolkit (located under “Research and Educational Guides”).

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.
Outcome: 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.
Outcome: 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: 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 5^th and 6^th, 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.

DEMA PARTNERS WITH THE EXPO GROUP TO HELP EXHIBITORS & ATTENDEES SUCCEED AT DEMA SHOW!

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!

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 5^th and 6^th 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 9^th 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. 

DEMA Requests Your Input and Engagement at 2020 Vision Session in Conjunction with Scuba Show 2013 on Sunday, June 9th at 8:00 A.M.

Input Helps Improve the Diving Industry

 

You are invited to join Tom Ingram, Executive Director of DEMA, for a brainstorming session at Scuba Show in Long Beach, CA on June 9^th. It is an opportunity for you to provide input on the direction of the Diving Industry over the next few years. DEMA has already implemented many of the ideas generated in similar brainstorming sessions throughout 2011 and 2012, including:

• Access to health insurance for DEMA Members, including business owners and their employees.
• Access to Worker’s Compensation Insurance for DEMA Members.
• Increased use of social media as well as examples of how social media can be beneficial to diving businesses, including the use of a DEMA Blog and increased interaction with the professional and recreational diving community on Facebook, Google+, Instagram, Pinterest and Twitter.
• Implementation of programs to reach a younger audience and bring them into diving.
• Creation and promotion of programs which encourage “local diving” to keep divers more active year-round.

All of these ideas came directly from previous 2020 Vision Sessions and members of the Industry just like YOU!

 

DEMA’s Board of Directors is looking for your ideas to help you take control of your business. Please plan to attend this important brainstorming session at Scuba Show! DEMA encourages all Industry Professionals to register in advance and join us on Sunday, June 9th from 8:00 a.m. to 10:00 a.m. to continue the discussion.

• When? Sunday, June 9th, 2013 from 8:00 a.m. to 10:00 a.m.
• Where? Scuba Show, Long Beach, Seaside Room 4A 
• Who? All Dive Industry Professionals are welcome

If you have any questions please contact DEMA at (858) 616-6408 or 2020@dema.org. DEMA extends its appreciation to Beneath the Sea for co-sponsoring this session.

DEMA Launches Diving For Texas Treasure Challenge

Challenge Provides Texas Dive Retailers with an Opportunity to Drive Business Using Local Diving and DiveCaching

 

In tandem with Dive Around Texas, DEMA has announced a local diving promotion using DiveCaching (underwater geocaching) to keep divers active and having fun. The “Diving for Texas Treasure Challenge” is a Texas-based in-water game for divers and is designed to help support fun and easy local diving while providing retail businesses with a fun and competitive diving promotion using DiveCaching.

 

 “The Diving for Texas Treasure Challenge is a new program we will test in the Texas market,” commented Tom Ingram, DEMA Executive Director. “It is designed to promote local diving by using a fun treasure hunt which requires diving, the use of technology and a few basic diving skills such as navigation. Any retail dive center in Texas can promote the program by displaying the free counter card they’ll receive from DEMA and sharing the short promotional video. To encourage local divers to participate in the Challenge, retailers located in Texas will receive a rack/counter card and holder from DEMA and are encouraged to promote the game to their customers both in the store and through their own marketing efforts.” 

 

The fun of the Challenge is for divers to find a series of five DiveCaches hidden underwater in five different locations throughout Texas. Divers participate by registering for the Challenge with their local retailer or using the online form found on DiveCaching.org. Divers can use the descriptions and clues posted on OpenCaching.com, the free OpenCaching app (or a GPS) and an underwater compass to find the DiveCaches and be eligible to win $1,000! 

 

DEMA is encouraging all local divers and retailers to  be involved in the 2013 “Dive Around Texas” game, and to use the Diving for Texas Treasure Challenge as part of Dive Around Texas. Any Texas retailer can participate and all will be receiving a kit from DEMA to help promote the Challenge to their current customers and can learn more by visiting www.DiveCaching.org and www.DiveAroundTexas.com. 

Keeping Divers Safe this Season: Dive Flag Awareness Public Service Announcement and Poster Available For DEMA Members and the Industry

DEMA and Divers Alert Network (DAN) Remind Boaters and Divers of Dive Flag Use



View & download the poster here.



As the 2013 boating season approaches, DEMA has created a new Dive Flag Awareness poster and is distributing a 30-second Public Service Announcement in an effort to increase diver safety by reminding boaters and divers of safety tips and proper dive flag etiquette. Dive Industry Professionals are encouraged to print and distribute the Dive Flag Awareness poster to local marinas and diving and boating enthusiasts as well as share them electronically with their online community. Both are part of DEMA’s ongoing campaign to encourage boaters to be more cautious when they see a dive flag and encourage divers to always use their divers-down flag.

The 30-second PSA was produced by DEMA in partnership with the Divers Alert Network (DAN), along with assistance from the National Safe Boating Council (NSBC) and the United States Coast Guard (USCG). It was created to inform divers and boaters of the proper use of a dive flag to signal that divers are in the water and boaters should maintain distance and be cautious when in proximity to a dive flag. This season DEMA has also created a 15-second version of the PSA as well as a Dive Flag Awareness poster to help spread this important and life-saving message.

“Our goal in sharing this important message is to remind both divers and boaters that they often share the same waters and in order to ensure an enjoyable experience, all must adhere to necessary safety precautions,” commented Tom Ingram, Executive Director of DEMA. “By increasing the awareness of the divers-down flag we hope to keep diving and the waterways safe for everyone this summer.”

In addition to being made available to the Industry for download and sharing, the poster and PSA’s will be promoted as a social media campaign via DEMA, Be A Diver and DiveCaching Twitter & Facebook pages for the remainder of the summer, as well as on social media sites of affiliated organizations. The Dive Flag Awareness poster is now available to viewed, shared and downloaded. Both versions of the PSA can be viewed and shared via the Be A Diver YouTube channel. All divers, boaters and Industry Professionals are encouraged to share the poster and PSA with their social media friends and followers, local diving community and local marinas to spread this important message.